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Conversion Day 2014 presentation: Landing page optimization
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Conversion Day 2014 presentation: Landing page optimization

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This is my presentation for Conversion Day 2014. I explain how you can analyze & optimize landing pages by using the LIFT model. The LIFT model is a conversion optimization framework to efficiently …

This is my presentation for Conversion Day 2014. I explain how you can analyze & optimize landing pages by using the LIFT model. The LIFT model is a conversion optimization framework to efficiently analyze and optimize landing pages from the perspective of a visitor.

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  • The Relevance of the value proposition and context of the source media is critical. Your page must use terms your visitor relates to and be consistent with the incoming link or your visitor will be disoriented and leave the page.
    Clarity is the most common of the six that we find marketers struggling with. The two aspects of Clarity that must be analyzed are Design and Content. Designing for Clarity creates an unimpeded “eyeflow”. Content clarity ensures the images and text combine to minimize comprehension time.
    Urgency has two components: Internal (or how the visitor is feeling upon arrival) and External (or influences the marketer can introduce to the visitor). While Internal Urgency is generally pre-existing when the visitor arrives on the page; the tone of the presentation, offers and deadlines can all influence External Urgency.
  • Anxiety is a function of the Credibility you have built with the visitor and the Trust you are asking them to have.
    The more visual inputs and action options your visitors has to process, the less likely they are to make a conversion decision. Minimizing distractions like unnecessary product options, links and extraneous information will increase the conversion rate.
  • Transcript

    • 1. Peter Coopmans Lead Conversion Optimization Consultant Landing page optimization Using the LIFT model to optimize landing pages
    • 2. Do you know what a perfect landing looks like? Let’s do a little test...
    • 3. Do you know what a perfect landing page looks like? Which landing page converts the best? A B
    • 4. Do you know what a perfect landing page looks like? Landing page A
    • 5. Do you know what a perfect landing page looks like? Landing page B
    • 6. Do you know what a perfect landing page looks like? Which landing page converts the best? CR 5,28%CR 3,47% A B
    • 7. Stop guessing Optimize a landing page from the perspective of a user
    • 8. Optimize a landing page from the perspective of a user the LIFT model The LIFT Model provides a conversion optimization framework showing the Six Conversion Factors that allow you to evaluate/create landing pages from the perspective of the page visitor. Source: Widerfunnel.com
    • 9. Optimize a landing page from the perspective of a user the LIFT model The model shows that the vehicle that provides the potential for the Conversion Rate is the (Unique) Value Proposition, making it the most important of the six conversion factors. The other five factors are either conversion drivers or inhibitors. Source: Widerfunnel.com
    • 10. Optimize a landing page from the perspective of a user the LIFT model The conversion drivers are: 1. Relevance Does the landing page relate to what the visitor thought they were going to see? 2. Clarity Does the landing page clearly articulate the value proposition and call-to-action? 3. Urgency Is there an indication that the action needs to be taken now?
    • 11. Optimize a landing page from the perspective of a user Unique Value Proposition: an example UVP: Current title doesn’t contain an UVP UVP: Current title doesn’t contain an UVP
    • 12. Optimize a landing page from the perspective of a user Clarity: an example Clarity: The difference between both products is unclear Clarity: The difference between both products is unclear Clarity: The main CTA is unclearClarity: The main CTA is unclear
    • 13. Optimize a landing page from the perspective of a user Relevance: an example Relevance: This product is « recommended » Relevance: This product is « recommended »
    • 14. Optimize a landing page from the perspective of a user Relevance: an example Relevance: On the corresponding detail page, the product is no longer « recommended » Relevance: On the corresponding detail page, the product is no longer « recommended »
    • 15. Optimize a landing page from the perspective of a user Urgency: an example Urgency: there is no urgency to check out Urgency: there is no urgency to check out
    • 16. Optimize a landing page from the perspective of a user the LIFT model The conversion inhibitors are: 5. Anxiety What are potential misgivings the visitor could have about undertaking the conversion action? 6. Distraction Are there items on the page that could divert the visitor away the from the goal?
    • 17. Optimize a landing page from the perspective of a user Distraction: an example Distraction: there are too many exit points Distraction: there are too many exit points
    • 18. Optimize a landing page from the perspective of a user Anxiety: an example Anxiety: no mentioning of free shipping or returns Anxiety: no mentioning of free shipping or returns
    • 19. Eyetracking studies by Jacob Nielsen have shown that: "Web users spend 69% of their time viewing the left half of the page and 30% viewing the right half.” Optimize a landing page from the perspective of a user Place the most important content & CTA in the hottest vertical attention zone You can download the grid at: conversionvoodoo.com Use the grid at the left to determine the most efficient placement of the UVP, the USP’s and the secondary CTA buttons How can you use this to optimize your page layout?
    • 20. Putting it all together Analysis & optimization of the Beursloper.be landing page
    • 21. Putting it all together Beursloper.be: before Clarity: the CTA is too small and the label is too generic Clarity: the CTA is too small and the label is too generic Clarity: the USP’s are not very scanable Clarity: the USP’s are not very scanable Anxiety: there are no testimonials on the page Anxiety: there are no testimonials on the page UVP: Current title doesn’t contain an UVP UVP: Current title doesn’t contain an UVP Urgency: there is no sense of urgency Urgency: there is no sense of urgency Anxiety: Guarantee marker is too far away from the CTA Anxiety: Guarantee marker is too far away from the CTA Clarity: Product is not visualizedClarity: Product is not visualized
    • 22. Putting it all together Beursloper.be: optimized UVP: title is replaced by one with UVPUVP: title is replaced by one with UVP Clarity: USP’s are more compact & scanable Clarity: USP’s are more compact & scanable Anxiety: testimonial is used as point of action assurance Anxiety: testimonial is used as point of action assurance Anxiety: Guarantee text is used as point of action assurance Anxiety: Guarantee text is used as point of action assurance Anxiety: Guarantee marker is placed next to the CTA Anxiety: Guarantee marker is placed next to the CTA Urgency: Sense of urgency is added Urgency: Sense of urgency is added Clarity: Product is visualizedClarity: Product is visualized Clarity: CTA bigger + clearer label Clarity: CTA bigger + clearer label
    • 23. Putting it all together Beursloper.be: results + 103%
    • 24. So what did you learn today? Let’s do another little test...
    • 25. So what did you learn today? Which landing page converts the best? A B
    • 26. Key take aways
    • 27. Key take aways 1. Never interrupt the scent trail 2. Spend 50% of your time writing your UVP 3. Make your page scanable 4. One CTA per page 5. Put the key content + the main CTA in the HVAZ 6. Test 7. … TEST!!!
    • 28. Thank you for your attention