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Nail the Landing Page  5 Steps to Maximize Conversions and Deliver an       Experience Your Customers Will Love           ...
Today’s Speakers   Sandra Niehaus                             Lance Loveday VP User Experience                            ...
Tips for Webinar Attendees• Technical difficulties? Let us know by using the “Q and A” box, ortrouble-shoot by clicking th...
Nail theLanding Page          5 Steps to Maximize Conversions              and Deliver an Experience              Your Cus...
SOME OF OUR CLIENTS:Fortune 500Business-toBusinessBusiness-toConsumerAgencies
QUICK POLL
VOTE
Somelanding pagesare better thanothers.
Better landingpages makemore money.
THE FIVESTEPS
Five Steps:
Five Steps:1. Make a Good 1st Impression
Five Steps:1. Make a Good 1st Impression2. Be Clear & Obvious
Five Steps:1. Make a Good 1st Impression2. Be Clear & Obvious3. Get Relevant
Five Steps:1. Make a Good 1st Impression2. Be Clear & Obvious3. Get Relevant4. Make Small Changes
Five Steps:1. Make a Good 1st Impression2. Be Clear & Obvious3. Get Relevant4. Make Small Changes5. Persevere
1         Make a      GOOD               1ST    IMPRESSION      You only get one chance.
The Impact of Design on Credibility             of web users admit making judgments about the 75%          credibility of ...
How quickly are you judged?          1/20th of a second.
WHEN are you judged?
WHEN are you judged?Earlier than you might think.
One example:
2                      BeCLEAR & OBVIOUS    Everything on the page should work together
2-SECOND QUIZ:  what’s this landing page    about?
GUESS(note: your visitors don’t like guessing)
“What’s This About?”   IMMEDIATECONCEPT CLARITY
“What Should I Do Next?”MAKE THE NEXT STEP CLEAR
PetMeds – original product page template, initial display
PetMeds – new product page template, initial display
Which do you think performed better in an A/B test?              A                                       B
Which do you think performed better in an A/B test?              A                                       B      + 25% sale...
3                    Get    RELEVANT    Traffic segments are not all created equal
Psychological truth: People like to feel      unique.They like individual    attention.
Landing page truth:Many landing pages treat everyone the same.          It’s like they don’t care.
Same thing for everyone…      Banner ads
Get relevant with…BUSINESS TYPES /  INDUSTRIES
BEFORE: “One-Size-Fits-All” landing page
Result:+ 1500% leads
Get relevant with…  KEYWORDS   & OFFERS
Landing Pages– Before        Granular keyword   that each serve up a   pointing to a single        groups             cust...
Landing Pages– Now        Granular keyword   that each serve up a   pointing to its own relevant        groups            ...
Now THIS is Relevance!BEFORE          AFTER
Business Impact  Incremental Revenue  (based on results-to-date)                              $ 2M+  Project ROI          ...
4                Make    SMALL CHANGES       They’re easy, quick, and powerful
The R.A.R.E. Approach to Small Changes:                    • extraneous text Remove…            • purely decorative images...
EXAMPLE:a lead form
Lead form: before
REMOVEunnecessary fields
EXAMPLE: site-wide
ADD: sectional heading
ADD: shipping & special offers messaging
REPLACE: buttons
ENLARGE: Page Headings
Result:Site conversions      +20%                   Testing platform:                   SiteSpect
EXAMPLE:shopping cart
REMOVEextraneous textREPLACEbutton
REMOVEextraneous textREPLACEbutton
Winning Design
Result:          Cart conversions                +9%= hundreds of thousands in annual incremental revenue
5    PERSEVERE     Keep learning, experimenting
Original
4.66%conversion rate(3X the original)“We think we can dobetter”
9.73%conversion rate(6X the original)
Long-Term Approach Pays Off
Five Steps:1. Make a Good 1st Impression2. Be Clear & Obvious3. Get Relevant4. Make Small Changes5. Persevere
Thank You!Closed Loop MarketingPhone: (916) 367-5222Email: info@closed-loop-marketing.comWebsite: www.closed-loop-marketin...
Question & Answer Session  If you haven’t done so already,  please take this time to submitquestions to our speakers using...
Thank YouThank you for taking the time to attend our webinar today.   For additional information about our webinar series,...
DirectMarketingIQ        invites you to check out our                         NEW bookPerfecting the Landing Page         ...
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
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  1. 1. Nail the Landing Page 5 Steps to Maximize Conversions and Deliver an Experience Your Customers Will Love September 29, 2011 A Special Thank You To: www.actonsoftware.comThank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT.If you are unable to hear music at this time, please make sure that your computer speakers are turned on and thatyour system has not been muted.
  2. 2. Today’s Speakers Sandra Niehaus Lance Loveday VP User Experience CEO Creative Director Closed Loop MarketingClosed Loop Marketing Moderator Thorin McGee Executive Editor Target Marketing
  3. 3. Tips for Webinar Attendees• Technical difficulties? Let us know by using the “Q and A” box, ortrouble-shoot by clicking the “Help” widget below→ Quick tip: Common problems (like loss of sound and/or stall in the slides)can often be fixed by a quick refresh of your browser.• Have a question for today’s speaker? Submit via the “Q and A”box• Please disable pop-up blockers• See what this console can do! Click on the “Tips for Attendees”widget for the complete rundown. Don’t forget to “share” this webinar!
  4. 4. Nail theLanding Page 5 Steps to Maximize Conversions and Deliver an Experience Your Customers Will LoveLance Loveday, Founder & CEOSandra Niehaus, VP User Experience & Creative DirectorClosed Loop Marketing, Inc.
  5. 5. SOME OF OUR CLIENTS:Fortune 500Business-toBusinessBusiness-toConsumerAgencies
  6. 6. QUICK POLL
  7. 7. VOTE
  8. 8. Somelanding pagesare better thanothers.
  9. 9. Better landingpages makemore money.
  10. 10. THE FIVESTEPS
  11. 11. Five Steps:
  12. 12. Five Steps:1. Make a Good 1st Impression
  13. 13. Five Steps:1. Make a Good 1st Impression2. Be Clear & Obvious
  14. 14. Five Steps:1. Make a Good 1st Impression2. Be Clear & Obvious3. Get Relevant
  15. 15. Five Steps:1. Make a Good 1st Impression2. Be Clear & Obvious3. Get Relevant4. Make Small Changes
  16. 16. Five Steps:1. Make a Good 1st Impression2. Be Clear & Obvious3. Get Relevant4. Make Small Changes5. Persevere
  17. 17. 1 Make a GOOD 1ST IMPRESSION You only get one chance.
  18. 18. The Impact of Design on Credibility of web users admit making judgments about the 75% credibility of an organization based on the design of its web site. Source: Fogg, B.J., Stanford Guidelines for Web Credibility, Persuasive Technology Lab. Stanford University, 2002 (revised November 2003)
  19. 19. How quickly are you judged? 1/20th of a second.
  20. 20. WHEN are you judged?
  21. 21. WHEN are you judged?Earlier than you might think.
  22. 22. One example:
  23. 23. 2 BeCLEAR & OBVIOUS Everything on the page should work together
  24. 24. 2-SECOND QUIZ: what’s this landing page about?
  25. 25. GUESS(note: your visitors don’t like guessing)
  26. 26. “What’s This About?” IMMEDIATECONCEPT CLARITY
  27. 27. “What Should I Do Next?”MAKE THE NEXT STEP CLEAR
  28. 28. PetMeds – original product page template, initial display
  29. 29. PetMeds – new product page template, initial display
  30. 30. Which do you think performed better in an A/B test? A B
  31. 31. Which do you think performed better in an A/B test? A B + 25% sales across 10 products
  32. 32. 3 Get RELEVANT Traffic segments are not all created equal
  33. 33. Psychological truth: People like to feel unique.They like individual attention.
  34. 34. Landing page truth:Many landing pages treat everyone the same. It’s like they don’t care.
  35. 35. Same thing for everyone… Banner ads
  36. 36. Get relevant with…BUSINESS TYPES / INDUSTRIES
  37. 37. BEFORE: “One-Size-Fits-All” landing page
  38. 38. Result:+ 1500% leads
  39. 39. Get relevant with… KEYWORDS & OFFERS
  40. 40. Landing Pages– Before Granular keyword that each serve up a pointing to a single groups customized ad… one-size-fits-all landing page.“create a book”“book binding”“make a book”“bookmakingtemplate”“write a book”
  41. 41. Landing Pages– Now Granular keyword that each serve up a pointing to its own relevant groups customized ad… landing page“create a book”“book binding”“make a book”“bookmakingtemplate”“write a book”
  42. 42. Now THIS is Relevance!BEFORE AFTER
  43. 43. Business Impact Incremental Revenue (based on results-to-date) $ 2M+ Project ROI 1600% Time to Project Break-Even 3 weeks Revenue and ROI get even better when future years are calculated in.
  44. 44. 4 Make SMALL CHANGES They’re easy, quick, and powerful
  45. 45. The R.A.R.E. Approach to Small Changes: • extraneous text Remove… • purely decorative images • excessive navigation • unnecessary form fields • credibility support • shipping & returns summary • special offers Add… • sectional headings • padding between content chunks • clear error messaging • informational layers • segment acknowledgment • progress indicators & process previews Replace… • buttons • form styles (CSS) • low-quality photos & illustrations • links that leave the page Enlarge… • page titles • sectional headings • buttons
  46. 46. EXAMPLE:a lead form
  47. 47. Lead form: before
  48. 48. REMOVEunnecessary fields
  49. 49. EXAMPLE: site-wide
  50. 50. ADD: sectional heading
  51. 51. ADD: shipping & special offers messaging
  52. 52. REPLACE: buttons
  53. 53. ENLARGE: Page Headings
  54. 54. Result:Site conversions +20% Testing platform: SiteSpect
  55. 55. EXAMPLE:shopping cart
  56. 56. REMOVEextraneous textREPLACEbutton
  57. 57. REMOVEextraneous textREPLACEbutton
  58. 58. Winning Design
  59. 59. Result: Cart conversions +9%= hundreds of thousands in annual incremental revenue
  60. 60. 5 PERSEVERE Keep learning, experimenting
  61. 61. Original
  62. 62. 4.66%conversion rate(3X the original)“We think we can dobetter”
  63. 63. 9.73%conversion rate(6X the original)
  64. 64. Long-Term Approach Pays Off
  65. 65. Five Steps:1. Make a Good 1st Impression2. Be Clear & Obvious3. Get Relevant4. Make Small Changes5. Persevere
  66. 66. Thank You!Closed Loop MarketingPhone: (916) 367-5222Email: info@closed-loop-marketing.comWebsite: www.closed-loop-marketing.com
  67. 67. Question & Answer Session If you haven’t done so already, please take this time to submitquestions to our speakers using the “Q&A” box on your console.
  68. 68. Thank YouThank you for taking the time to attend our webinar today. For additional information about our webinar series, check out the following Web site: www.targetmarketingmag.com/webinar Please take a moment to fill out our feedback survey. (It will open in a new browser window/tab momentarily!)
  69. 69. DirectMarketingIQ invites you to check out our NEW bookPerfecting the Landing Page Visit: http://www.directmarketingiq.com/LANDINGUse discount code LAND at checkout to SAVE 25%
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