1. Nail the Landing Page
5 Steps to Maximize Conversions and Deliver an
Experience Your Customers Will Love
September 29, 2011
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2. Today’s Speakers
Sandra Niehaus Lance Loveday
VP User Experience CEO
Creative Director Closed Loop Marketing
Closed Loop Marketing
Moderator
Thorin McGee
Executive Editor
Target Marketing

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4. Nail the
Landing Page
5 Steps to Maximize Conversions
and Deliver an Experience
Your Customers Will Love
Lance Loveday, Founder & CEO
Sandra Niehaus, VP User Experience & Creative Director
Closed Loop Marketing, Inc.

6. SOME OF OUR CLIENTS:
Fortune 500
Business-to
Business
Business-to
Consumer
Agencies

7. QUICK POLL

10. VOTE

11. Some
landing pages
are better than
others.

12. Better landing
pages make
more money.

13. THE
FIVE
STEPS

14. Five Steps:

15. Five Steps:
1. Make a Good 1st Impression

16. Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious

17. Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
3. Get Relevant

18. Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
3. Get Relevant
4. Make Small Changes

19. Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
3. Get Relevant
4. Make Small Changes
5. Persevere

20. 1
Make a
GOOD 1ST
IMPRESSION
You only get one chance.

21. 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)

22. How quickly are you judged?
1/20th of a second.

23. WHEN are you judged?

24. WHEN are you judged?
Earlier than you might think.

25. One example:

29. 2
Be
CLEAR & OBVIOUS
Everything on the page should work together

30. 2-SECOND QUIZ:
what’s this
landing page
about?

32. GUESS
(note: your visitors don’t like guessing)

33. “What’s This About?”
IMMEDIATE
CONCEPT CLARITY

37. “What Should I Do Next?”
MAKE THE NEXT STEP CLEAR

38. PetMeds – original product page template, initial display

40. PetMeds – new product page template, initial display

42. Which do you think performed better in an A/B test?
A B

43. Which do you think performed better in an A/B test?
A B
+ 25% sales
across 10 products

44. 3
Get
RELEVANT
Traffic segments are not all created equal

45. Psychological truth:
People like to feel
unique.
They like individual
attention.

46. Landing page truth:
Many landing pages treat everyone the same.
It’s like they don’t care.

48. Same thing for everyone…
Banner ads

49. Get relevant with…
BUSINESS TYPES /
INDUSTRIES

50. BEFORE: “One-Size-Fits-All” landing page

53. Result:
+ 1500% leads

54. Get relevant with…
KEYWORDS
& OFFERS

61. 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”
“bookmaking
template”
“write a book”

62. 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”
“bookmaking
template”
“write a book”

63. Now THIS is Relevance!
BEFORE AFTER

64. 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.

65. 4
Make
SMALL CHANGES
They’re easy, quick, and powerful

66. 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

67. EXAMPLE:
a lead form

68. Lead form: before

69. REMOVE
unnecessary fields

70. EXAMPLE:
site-wide

71. ADD: sectional heading

72. ADD: shipping & special offers messaging

73. REPLACE: buttons

74. ENLARGE: Page Headings

75. Result:
Site conversions
+20%
Testing platform:
SiteSpect

76. EXAMPLE:
shopping cart

78. REMOVE
extraneous text
REPLACE
button

79. REMOVE
extraneous text
REPLACE
button

80. Winning Design

81. Result:
Cart conversions
+9%
= hundreds of thousands in annual incremental revenue

82. 5
PERSEVERE
Keep learning, experimenting

83. Original

84. 4.66%
conversion rate
(3X the original)
“We think we can do
better”

85. 9.73%
conversion rate
(6X the original)

86. Long-Term Approach Pays Off

87. Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
3. Get Relevant
4. Make Small Changes
5. Persevere

88. Thank You!
Closed Loop Marketing
Phone: (916) 367-5222
Email: info@closed-loop-marketing.com
Website: www.closed-loop-marketing.com

89. Question & Answer Session
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90. Thank You
Thank you for taking the time to attend our webinar today.
For additional information about our webinar series,
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www.targetmarketingmag.com/webinar
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91. DirectMarketingIQ
invites you to check out our
NEW book
Perfecting the Landing Page
Visit:
http://www.directmarketingiq.com/LANDING
Use discount code LAND at checkout to SAVE 25%