Seven Deadly Sins Of Landing Page Optimization

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Your landing pages have fundamental problems

You have neglected your landing pages Your conversion rate is too low This is costing you a lot of money

Question: What is a Camel? A Horse Designed by Committee

The customer is always right

Case Study – Real Age Conversion action: Completion of free test registration Test Size: 552,960 unique “recipes” Results: 40% lift in conversion rate $3,285,000 annual profit improvement

Case Study – Uniblue Registry Booster Conversion Action: Free software download Extensive previous page testing by client Test Size: 3,110,400 unique “recipes” 24% increase in conversion CR improved from 30.3% to 37.7% $182,000 annual profit improvement

Case Study - PowerOptions ® Conversion action: Free 2-week trial sign-up Test Size: 3 unique “recipes” 75% increase in post-trial sales $200,000 annual profit improvement

Case Study – EngineReady Conversion Action: Online form or phone lead Large-scale PPC campaign Test Size: 192 unique “recipes” 51% increase in revenue per visitor $48,000,000 annual revenue increase

Case Study – Startfor Conversion Action: Email capture 103,680 unique versions of the "barrier" page 81% increase in revenue per visitor

Never put up content designed for conversion without testing on your target audience.

What are you supposed to do on this page? Common issues: Spend precious time deciding what to do Get confused and frustrated The Fix: “ Call-to-action” should be clear & draw the eye Placement of call-to-action should be “above-the-fold” Competing calls-to-action should be de-emphasized

What Are you supposed to do on this page?

What is the desired call to action on this pay-per-click landing page? Clicking on the black iPhone for the thirty day free trial.

Product detail page in catalog. All purchases must pass through it. Call to action is unclear.

What do I do next? Common issues: Too many choices cause paralysis Can’t find the right link to get closer to desired goal The Fix: Don’t present detail too early in the process Group choices into a small number of categories Use visual shortcuts to reduce reading

Awareness squandered…

… get them closer to their goal instead

Is the information you are asking for absolutely necessary to complete the current transaction ? Common Issues: Unnecessary fields Info not needed until later Requires supporting info that is not readily available The Fix: Ask only for absolutely-required information Collect additional information at a later date Shorten labels and unclutter form layout

Do you really expect me to read all of this? Common issues: No much text in paragraph style No clear hierarchy or flow Inappropriate level of detail for a landing page The Fix: Use clear headlines and headings Put important stuff first – write in “inverted pyramid” style Do not write in complete sentences - use short bullet lists Ruthlessly edit and shorten your text

Does your landing page keep the promise that your upstream traffic sources make? Common issues: Page title does not match user intent No access to the info promised Difficult to find ad-related content on page The Fix: Repeat the ad-text or keywords on your page Provide clear access to information from the ad

Title matches search term Promise of relevant expert reviews Trusted source of information

No direct access to promised info! Desired action is paid subscription.

Where am I supposed to look? Common issues: Visual assault is extremely annoying “ Gratuitous graphics” unrelated to product/service No clear separation of content and navigation Time wasted on looking at the wrong stuff The Fix: Don’t compete with the call-to-action Remove colorful page elements and animation/motion Replace generic photos with specific relevant images

Why should I trust you & transact with you? Common issues: Lack of endorsements No “social proof” (testimonials) Trust symbols are not prominent Assurances are presented too late in the process The Fix: Borrow and Solidify Trust Feature well-known trust symbols prominently Use client logos/brands/media coverage as “badges” Remove anxiety with generous policies & guarantees

Example - Unhelpful Risk Reducers

Example - Helpful Risk Reducers

Would You Buy A Grand Piano From This Site?

Example – Trust Indicators

Original page Email special-offer landing page Sins committed: Unclear call to action Visual distractions Too much text Lack of trust symbols

Reworked landing page after SiteTuners Express Review

AttentionWizard.com - before

AttentionWizard.com - after

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Alberto Mucignat, User Experience Designer at Doralab, favorited this 1 month ago
Tags landing optimization pages seo

Seven Deadly Sins Of Landing Page Optimization - Presentation Transcript

Tim Ash, President & CEO, SiteTuners.com Seven Deadly Sins of Landing Page Optimization
Overview
- In The Mind Of A Super Affiliate
- Why You Should Give A Crap
- The Seven Deadly Sins of Landing Page Design
- Resources & Tools
Super Affiliates Are… Greedy Mercenary Busy Lazy
How To Attract Super Affiliates
The economics of conversion: Fix the landing page to lower costs
- CPC
- CPA = -------
- CR
- CPC - Cost per click
- CR - Conversion rate
- CPA - Cost per acquisition
Impact of Improved Conversion Rate
- BEFORE
- Cost - $1.00
- Value - $1.25 Profit - $0.25
- A 20% increase in conversion rate…
- AFTER
- Cost - $1.00
- Value - $1.50 ($1.25 x 120%)
- Profit - $0.50
- … will DOUBLE profits!
Profit Impact On Affiliate Is Disproportionate!
I.T. Marketing Ad Agency Your Boss Webmaster
I.T. Marketing Ad Agency Your Boss Webmaster WEBSITE VISITORS
Before After + $3,285,000 +40%
Before After +24% + $182,000
Before After +75% + $200,000
Before After +51% + $48,000,000
Before After +81%
Before
After
Before
After
146 clickable links!
Before
After + 51% + $48,000,000
Overview
- In The Mind Of A Super Affiliate
- Why You Should Give A Crap
- The Seven Deadly Sins of Landing Page Design
- Resources & Tools
Resources & Tools
- SiteTuners.com (case studies & whitepapers)
- Blog.SiteTuners.com (latest conversion news)
- LandingPageDirectory.com (all things conversion related)
- (FREE beta)
- LandingPageOptimizationBook.com
- (includes $25 AdWords Coupon)