Seven Deadly Sins Of Landing Page Optimization


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Landing Page Optimization can skyrocket your profits. Learn how to avoid the most common landing page problems in this fast-paced & informative session with Q&A at the end.

Tim Ash, President & CEO, (Twitter @tim_ash)

Published in: Business, Technology, Design
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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.
  • 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
  • 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
  • - before
  • - after
  • Seven Deadly Sins Of Landing Page Optimization

    1. 1. Tim Ash, President & CEO, Seven Deadly Sins of Landing Page Optimization
    2. 2. Overview <ul><li>In The Mind Of A Super Affiliate </li></ul><ul><li>Why You Should Give A Crap </li></ul><ul><li>The Seven Deadly Sins of Landing Page Design </li></ul><ul><li>Resources & Tools </li></ul>
    3. 4. Super Affiliates Are… Greedy Mercenary Busy Lazy
    4. 5. How To Attract Super Affiliates <ul><ul><li>#10 - Join an affiliate network </li></ul></ul><ul><ul><li>#9 - Offer better payouts </li></ul></ul><ul><ul><li>#8 - Pay Up </li></ul></ul><ul><ul><li>#7 - Allow bidding on your brand </li></ul></ul><ul><ul><li>#6 - Don’t be “high maintenance” </li></ul></ul><ul><ul><li>#5 - Don’t change the rules of the game </li></ul></ul><ul><ul><li>#4 - Share sensitive information </li></ul></ul><ul><ul><li>#3 - Listen to suggestions </li></ul></ul><ul><ul><li>#2 - Go the extra mile </li></ul></ul><ul><ul><li>#1 - Fix your conversion rate </li></ul></ul><ul><ul><li>Download the whitepaper: </li></ul></ul><ul><ul><li> </li></ul></ul>
    5. 6. The economics of conversion: Fix the landing page to lower costs <ul><li>CPC </li></ul><ul><li>CPA = ------- </li></ul><ul><li>CR </li></ul><ul><li>CPC - Cost per click </li></ul><ul><li>CR - Conversion rate </li></ul><ul><li>CPA - Cost per acquisition </li></ul>
    6. 7. Impact of Improved Conversion Rate <ul><li>BEFORE </li></ul><ul><li>Cost - $1.00 </li></ul><ul><li>Value - $1.25 Profit - $0.25 </li></ul><ul><li>A 20% increase in conversion rate… </li></ul><ul><li>AFTER </li></ul><ul><li>Cost - $1.00 </li></ul><ul><li>Value - $1.50 ($1.25 x 120%) </li></ul><ul><li>Profit - $0.50 </li></ul><ul><li>… will DOUBLE profits! </li></ul>Profit Impact On Affiliate Is Disproportionate!
    7. 12. I.T. Marketing Ad Agency Your Boss Webmaster
    8. 13. I.T. Marketing Ad Agency Your Boss Webmaster WEBSITE VISITORS
    9. 14. Before After + $3,285,000 +40%
    10. 15. Before After +24% + $182,000
    11. 16. Before After +75% + $200,000
    12. 17. Before After +51% + $48,000,000
    13. 18. Before After +81%
    14. 24. Before
    15. 25. After
    16. 26. Before
    17. 27. After
    18. 29. 146 clickable links!
    19. 32. Before
    20. 33. After + 51% + $48,000,000
    21. 54. Overview <ul><li>In The Mind Of A Super Affiliate </li></ul><ul><li>Why You Should Give A Crap </li></ul><ul><li>The Seven Deadly Sins of Landing Page Design </li></ul><ul><li>Resources & Tools </li></ul>
    22. 56. Resources & Tools <ul><li> (case studies & whitepapers) </li></ul><ul><li> (latest conversion news) </li></ul><ul><li> (all things conversion related) </li></ul><ul><li> </li></ul><ul><li>(FREE beta) </li></ul><ul><li> </li></ul><ul><li>(includes $25 AdWords Coupon) </li></ul>