How to Design a High Converting Landing Page

19,817 views
19,033 views

Published on

Discover the 10 elements that create high converting landing pages and how to use this process to deliver a great customer experience.

Published in: Internet, Technology
5 Comments
61 Likes
Statistics
Notes
No Downloads
Views
Total views
19,817
On SlideShare
0
From Embeds
0
Number of Embeds
4,684
Actions
Shares
0
Downloads
0
Comments
5
Likes
61
Embeds 0
No embeds

No notes for slide

How to Design a High Converting Landing Page

  1. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Anatomy Of a Perfect Landing Page Presented by Bryan Eisenberg http://www.BryanEisenberg.com @TheGrok
  2. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData bryaneisenberg.com Bryan Eisenberg bryan@bryaneisenberg.com @TheGrok
  3. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
  4. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Companies typically spend $92 to bring customers to their site. But only $1 to convert them. © 1999 - 2010 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary.
  5. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok What percentage of your total marketing budget is allocated to optimization activities? includes agency fees, professional services, technology - source eConsultancy 4/2013
  6. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Most websites don’t have a TRAFFIC problem... However, every website has a CONVERSION problem!
  7. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok All purpose flour Water Yeast Salt
  8. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Type to enter text
  9. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Who Gets To make business decisions? The Answer Shouldn’t Surprise You
  10. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok It’s A Journey, NOT A Destination Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take. It's a reflection of your effectiveness and customer satisfaction. For you to achieve your goals, visitors must first achieve theirs. Bryan Eisenberg, ClickZ 2001 “ “
  11. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Landing Page Optimization!
  12. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok The Entire Customer Journey!
  13. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Google Explains Relevance "We provide strong SCENT so users don't lose time," he said. "We take the text from the page that is relevant to the query, and include it in the summary… Advertisers are coming to the realization that ads must have a scent that the user will likely find useful." - Krishna Bharat, senior research scientist at Google
  14. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
  15. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Eisenberg’s Hierarchy of Optimization UX Personas (aggregate) (segment)
  16. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Experience Doesn’t Always Meet Needs Online retailers have lost over $44 billion due to transaction problems on their site!?!
  17. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Personas are composites
  18. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Will you drown in average? Each segment that was brought in by an individual marketing effort has different, sometimes intersecting, occasionally opposing scenarios (persuasion paths) based on their. . . Purchase Preferences knowledge needs motivation
  19. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Segments, Sub-Segments & More Interests Demographics Psychographics Source Behavior Interaction Buying stage Economic value Social Johari model Compexogram
  20. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok *Experian & SEO Moz, 2013 in lost revenue Hundreds search queries are long-tail* Websites Have A Big Problem 7 out of 10 Millions of ways to describe them 44 627 possible long-tail queries for iPhone 5 case
  21. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 99.6% 75.5% 89.3% Missed targets Bounced visits Failed to persuade Searchers’ Journey through your Funnel
  22. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Where is The Landing Page Opportunity?
  23. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok First Map Stage then the Scenario Narrative Stage Action Early/Awareness ? Mid/Consideration - Preference ? Late/Purchase Setup an Account Post-Lead Launch Campaign/Consumptio n
  24. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Keywords, Questions and the Buying Cycle
  25. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 20 Keywords Don’t Fail to Convert...You do! Tweet
  26. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 25 We End It At the Landing Page
  27. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok We take those funds that might otherwise be used to shout about our service, and put those funds instead into improving the service. That's the philosophy we've taken from the beginning. If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. 4 Pillars to Amazon success Customer Centricity Continuous Optimization Culture of Innovation Corporate Agility Jeff Bezos - A Long Term Investment
  28. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Invest in Customer Experience Average Market Capitalization Growth Top 50 Brands CAGR 2001-2004 Source: Interbrand, Marketing Leadership Council analysis
  29. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Scott Cook, Founder of Intuit The role of today’s leadership is to “remove the speed bumps in the experimenters’ way!” These include: • Technological limitations imagined and real • Legal limitations imagined and real • Organizational culture
  30. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 34 If you double the number of experiments you do per year you’re going to double your inventiveness. – Jeff Bezos If Amazon was doing over 200 a tests at a given time since 2004, how many more learnings have they had than you? How agile are you?
  31. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok From John Gagnon & Ping Jen 19 Because Bing Ads' quality score is established after the fact, it isn't used directly to determine your bid and your ad rank. We generate quality score to help advertisers identify improvement opportunities. Many people think that landing page relevance is between your keyword and your landing page. It's actually based on the search query your keywords trigger. No problem No problem No problem Poor No YesPoor Poor Quality Score 1 to 5 QS=6 QS=7 to 10 Landing Page UX Landing Page Relevance Keyword Relevance Your KW CTR > Marketplace Avg. CTR
  32. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Optimize All You Want It’s Not About What, but Why! “We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein
  33. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Don’t Write an Ad… Your Landing Page Can’t Cash
  34. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok There is a Magic Formula
  35. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 30 Key Optimization Factors Planning WIIFM: What's in it for me? Unique Value Proposition/Campaign Proposition The Buying Decision Categorization Structure Usability Look and Feel Searchability Layout, Visual Clarity, and Eye Tracking Purchasing Tools Error Prevention Browser Compatibility Momentum Product Presentation Load Time AIDAS (Scent) Trust & Credibility Navigation / User of Links Product Selection / Categorization Up-sell / Cross-sell Calls to Action / forms Point of Action Security & Privacy Communication Persuasive Copywriting Content Headlines Readability Use of Color and Images Terminology / Jargon "We-We" Test (Customer-Focused Language) Features like reviews
  36. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok The Conversion Trinity Relevance Value CTA
  37. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Always An Audience Of One
  38. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Personas To Build Predictive Models Simple Personas - include decision making styles, buying stages and some basic segmentation Robust Personas - include Meyers-Briggs Type Indicator psychographic profiles, market research, competitive analysis and detailed segmentation
  39. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Eyetracking 4 Types: Jakob Nielsen http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/
  40. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok But What Are the Ingredients?
  41. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 10 Main Landing Page Sections Logo Headline/UCP text graphical Offer Descriptive copy Bullet/block List of key features List of key benefits Product/Service Presentation Product image Tours Screen shots Life-style images Calls to action Links Buttons Forms Confidence Building Testimonials Examples of users 3rd Party validators Contact Information Link to more information Template elements
  42. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Breaking Down Sections Logo Call to Action Headline Product presentation Confidence building Offer
  43. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Call to Action Headline Product presentation Links to More Information Offer Template elements
  44. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Call to Action Headline Offer Product presentation Links to More Information Confidenc e building Template elements Confidence building Call to Action Links to More Information Confidence building Contact Info
  45. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Headline Offer/Descriptive Copy Links to More Information Confidence building Template elements/ Navigation Call to Action Contact Info Product presentation
  46. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Offer/Descriptive Copy Logo Headline Links to More InformationConfidence building Template elements/ Navigation Call to Action Contact Info Product presentation Template elements/ Navigation
  47. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Headline Links to More InformationConfidence building Template elements/ Navigation Call to Action Contact Info Product presentation Template elements/ Navigation
  48. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok The Visible Anatomy 5 Dimensions: 1. Relevance 2. Quality 3. Placement 4. Proximity 5. Prominence Logo Call to Action Headline Offer Product presentation Links to More Information Confidenc e building Template elements Confidence building Call to Action Links to More Information Confidence building
  49. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok A Comparison of the Anatomy of B2B Landing Pages
  50. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Call to Action Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Call to Action
  51. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Descriptive copy Call to Action Template Elements
  52. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Call to Action Product presentation
  53. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Call to Action Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Call to Action Prioritize Actions 1 2 3
  54. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Prioritize Actions Logo Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Descriptive copy Call to Action Template Elements 1 2 3
  55. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Prioritize ActionsLogo Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Call to Action Product presentation 1 2 3
  56. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Call to Action Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Call to Action 1 2 3
  57. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Descriptive copy Call to Action Template Elements 1 2 3
  58. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Logo Headline Offer Product presentation Links to More Information Confidence building Template elements/ Navigation Call to Action Call to Action Product presentation 1 2 3
  59. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 10 Main Landing Page Sections Logo Headline/UCP text graphical Offer Descriptive copy Bullet/block List of key features List of key benefits Product/Service Presentation Product image Tours Screen shots Life-style images Calls to action Links Buttons Forms Confidence Building Testimonials Examples of users 3rd Party validators Contact Information Link to more information Template elements
  60. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Desktop browsing is a full course dinner; mobile browsing is like snacking!
  61. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
  62. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
  63. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
  64. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
  65. © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData Bryan Eisenberg bryan@bryaneisenberg.com Some images provided by Shutterstock Blog www.BryanEisenberg.com Phone (347) 470-GROK (4765) Bryan Jeffrey @TheGrok @JeffreyGroks

×