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How to Create
Conversion Optimized
Landing Pages –
The HABITS Framework
• Marketers who want to build conversion optimized landing pages
• Anybody interested in generating leads
01
What will you...
What’s Inside!
CHAPTER 01: Create Landing Page that Convert
01-1 What are landing pages
01-2 How is landing page different...
Create
Landing Pages
That Convert
CHAPTER 01
04
Chapter 01- Create landing pages that convert
What are Landing Pages? How is Landing Page different
from webpage?
Landi...
Sample webpage
1
2
1. Navigation
2. Detailed description
of product
05
Chapter 01- Create landing pages that convert
Sample landing page
1. No navigation
2. Focused Content
3. Form for Lead Capture
1
2
3
06
Chapter 01- Create landing pages...
Why use Landing Pages?
 You run ad campaign with specific objectives. Redirecting a
visitor to website may confuse him an...
HABITS of creating
conversion
optimized
landing pages
CHAPTER 02
Headline / Tagline
Action / Call-to-Action
Benefits / Value
Image / Video
Trust / Testimonials
Speed / Urgency
09
Chapter ...
Here is a HABITS Compliant
Landing Page
1. Headline
2. Action
3. Benefits
4. Image
5. Trust
6. Speed/Urgency
1
3
2
4
5
6
1...
Headline
Visitor will spend 3 seconds or less on reading
the headline. Therefore, it
 Should be Short, to-the-point & cat...
Action
 Use persuasive CTA above the fold
 Make it distinct: Use color contrast
 Don’t use generic CTAs, like ‘Submit’
...
Benefits
 Emphasize benefits of offer in headline
 Use bullet points to highlight benefits
 Perceived value must be gre...
 Perceived Benefit is high: Rs.
1000/- OFF on Rs. 8000/- Holiday
Package makes decent enough
offer.
 Perceived Cost is l...
Image/ Media
 Provide at least one supporting image / video
 Use sources like DepositPhotos, GettyImages, ShutterStock t...
Trust
If you are the seller, potential buyer would take the word of 3rd Parties
over yours. You can use any of the followi...
Speed
You can make offer more desirable
by making it:
 Exclusive
 Limited supply
 Time-bound
Making the offer
exclusive...
Use HABITS! Create Landing Pages that Convert
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[E-Book] New Habits of Creating Conversion Optimized Landing Pages

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Get this E-Book to create conversion optimized landing pages using new HABITS!

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Transcript of "[E-Book] New Habits of Creating Conversion Optimized Landing Pages"

  1. 1. How to Create Conversion Optimized Landing Pages – The HABITS Framework
  2. 2. • Marketers who want to build conversion optimized landing pages • Anybody interested in generating leads 01 What will you learn? • How to create landing pages that convert Who can benefit from this E-Book?
  3. 3. What’s Inside! CHAPTER 01: Create Landing Page that Convert 01-1 What are landing pages 01-2 How is landing page different from webpage 01-3 Why should you use landing pages CHAPTER 02: HABITS of creating conversion optimized landing pages 02-1 Headline 02-2 Actions 02-3 Benefits 02-4 Image/ Media 02-5 Trust 02-6 Speed/ Urgency 03 04 04 07 08 11 12 13 15 16 17
  4. 4. Create Landing Pages That Convert CHAPTER 01
  5. 5. 04 Chapter 01- Create landing pages that convert What are Landing Pages? How is Landing Page different from webpage? Landing page is a special purpose webpage:  Contains information about single offer.  All elements on landing page support the said offer/objective  Contains lead capture form or call-to- action link that leads to form  Usually not a part of website navigation The page where you want campaign traffic to land for lead capture A Landing Page is NOT:  a page for detailed description of product/services  a page for corporate info A Landing Page does not contain navigation elements.
  6. 6. Sample webpage 1 2 1. Navigation 2. Detailed description of product 05 Chapter 01- Create landing pages that convert
  7. 7. Sample landing page 1. No navigation 2. Focused Content 3. Form for Lead Capture 1 2 3 06 Chapter 01- Create landing pages that convert
  8. 8. Why use Landing Pages?  You run ad campaign with specific objectives. Redirecting a visitor to website may confuse him and he may navigate away. Landing Page would prompt the visitor to take an action.  Most Ad Campaigns are PPC. Without lead capture landing page, you are wasting ad clicks. Landing page gets you visitor details. 07
  9. 9. HABITS of creating conversion optimized landing pages CHAPTER 02
  10. 10. Headline / Tagline Action / Call-to-Action Benefits / Value Image / Video Trust / Testimonials Speed / Urgency 09 Chapter 02- Learn habits of creating conversion optimized landing pages
  11. 11. Here is a HABITS Compliant Landing Page 1. Headline 2. Action 3. Benefits 4. Image 5. Trust 6. Speed/Urgency 1 3 2 4 5 6 10 Chapter 02- Learn habits of creating conversion optimized landing pages
  12. 12. Headline Visitor will spend 3 seconds or less on reading the headline. Therefore, it  Should be Short, to-the-point & catchy  Must match message on Ad Copy  Should have summary of offer/value/benefit  Use sub-headline (if needed)  Should stand in font color & size  Using Numbers in Headlines also works well Numbers in Headline seem attractive 11 Chapter 02- Learn habits of creating conversion optimized landing pages
  13. 13. Action  Use persuasive CTA above the fold  Make it distinct: Use color contrast  Don’t use generic CTAs, like ‘Submit’  Instead Use ‘Download Whitepaper NOW’, or ‘Signup for Free Trial’  You can use directional cues to point visitor to CTA  Above the fold  Strong color contrast  Action centric message  Directional cues on CTA 12 Chapter 02- Learn habits of creating conversion optimized landing pages
  14. 14. Benefits  Emphasize benefits of offer in headline  Use bullet points to highlight benefits  Perceived value must be greater than perceived cost  Don’t confuse ‘features’ with ‘benefits.’ Value is not about who you are but what visitor will get from offer • [Bad] Product is highly configurable and can be customized for any needs (describes features) • [Good] Increase Employee Engagement, Retention and Productivity (describes benefits) 13 Chapter 02- Learn habits of creating conversion optimized landing pages
  15. 15.  Perceived Benefit is high: Rs. 1000/- OFF on Rs. 8000/- Holiday Package makes decent enough offer.  Perceived Cost is less: Visitor has to give his/her Name, Email ID and City to claim offer. He is not even being forced to book package then & there. Thus perceived cost is very less. Whenever Perceived Benefit > Perceived Cost, probability of form fill increases. 14 Chapter 02- Learn habits of creating conversion optimized landing pages
  16. 16. Image/ Media  Provide at least one supporting image / video  Use sources like DepositPhotos, GettyImages, ShutterStock to buy images  Researches show that videos can increase conversion by 80% (videos are engaging)  However, don’t overdo media elements: i. Too many images can appear tacky ii. Big videos can increase the loading time 15 Chapter 02- Learn habits of creating conversion optimized landing pages
  17. 17. Trust If you are the seller, potential buyer would take the word of 3rd Parties over yours. You can use any of the following credibility builders:  List of Customer Logos, Customer Testimonials  Product Reviews  Social Proofs  Press Coverage  Award & Recognitions  Certification However, don’t go overboard with trust building. use only a couple of these items at a time. 16 Chapter 02- Learn habits of creating conversion optimized landing pages
  18. 18. Speed You can make offer more desirable by making it:  Exclusive  Limited supply  Time-bound Making the offer exclusive makes it more enticing 17 Chapter 02- Learn habits of creating conversion optimized landing pages
  19. 19. Use HABITS! Create Landing Pages that Convert Enjoyed reading this E-Book? Share it with others
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