I want to talk briefly about landing page optimisation and engagement, with a quick case study of HotFrog plus some other good examples out there. HotFrog is a global business directory in 34 countries, our main landing page is trying to encourage small businesses to add their themselves to our website. Finding messages that scaled across 34 countries and multiple languages was not easy. When thinking about landing pages and the action you are trying to deliver, the key thing to remember is that everyone who visits your site isn’t the same and they have very different needs. You have to ask yourself why they are there and what they want from the experience before trying to define how you will design your landing page.
When we redesigned our main landing page, we used a simple design pattern (Credit to Joshua Porter, who is doing some excellent work around sign up in the USA) thinking about engaging 3 distinct types of users and encouraging them to sign up. We recognised that different people need different levels of information depending on how motivated they already were when they arrived at our site. Those that knew they wanted to sign up, so get out of their way. Those who wanted to make sure it was for them, so reiterate your basic value prop Those who are sceptical about your service and need reassurance
So what did we do? Following this design pattern, we dramatically changed our landing page, performed a few rounds of A/B testing and as a result gained a 10% increase in conversion in sign ups across our network. I will now break up this page over the next few slides to show you how we followed the design pattern to get this increase in conversion.
An obvious starting point for those who just want to just sign up, provide easy access to the form.
For those who want to make sure this is for them, reiterate the basic value prop for the site clearly explaining the benefits of signing up to the service, what they get and why they should do it.
Additional more detailed information for those who are sceptical. Learn more link to immediately provide even deeper information about the site for those that really need it. This design pattern is extremely simple, yet very effective in engaging different types of customers with different needs and encouraging the action you want from them. There are many sites using this pattern , one, freshbooks (An online invoicing service) is really taking this to a different level and I will take you through how they have structured their landing page.
Freshbooks uses a clever design, with well thought out copy and content ensuring they are answering the questions of many different types of users on one landing page, without overwhelming them. At the top of the page is a clear value prop and calls to action for those who just want to sign up. They offer a free trial and video tours which reduces the commitment on the potential customer to sign up and shows they understand that customers will want to try before they buy, or see the product in action.
As you scroll down the page they offer more detailed information about their service, engaging those customers who want more information about the site and giving more reasons why they should sign up.
Even further down the page they leverage social influence, by giving testimonials from real users. Potential customers who are sceptical will really value this level of detail and will be more inclined to sign up to the service having seen people like them are already using the site. Again using this simple design pattern, freshbooks is able to engage different types of customers with different messages to encourage the action they want, sign up.
I want to end, with a clever design that encourages engagement and repeat use by using a fun game like interface to collect data, which in turn makes the site experience far richer for users. Music recommendation sites have proliferated over the last few years and most of them collect data on users via forms, which lets face it no one enjoys filling out. Its also difficult to list your favourite bands from memory, you probably get to 10, or 15 and then either get bored or cant recall anymore, meaning the experience on the site will be limited as recommendations will be hard to provide. 1 site has however stood out.
Ilike (Just acquired by MySpace) use a very clever sign up process which easily allows you to tell them which artists you like. They use clever visual imagery of bands to make it easy for users to tell them the types of music they like through visual recognition rather than recall. From a users perspective giving ilike data is actually quite fun, which means you give them more during sign up, so ilike are able to offer better recommendations, meaning the service is far better to use.
Even after sign up, ilike continues the game like interface with music quizzes and the ability to collect points and gain promotion to higher status levels. The user is engaged and enjoying the experience, but ilike is continually collecting more and more data about them meaning the recommendations they offer are far better and the user is more likely to keep using the site and be loyal to the brand. To sum up, think about the different types of users coming to your site and engage all of them with different messages. Engage your users through fun interfaces which encourage brand loyalty and repeat visits.
Ad Tech Presentation 2010
Ad-tech 2010 panel discussion; What does “Return” mean in today’s digital landscape Mini Presentation; Landing page optimisation and “Return” Alastair Simpson @alanstairs
Design for 3 visitor types <ul><li>I know I want to sign up </li></ul><ul><li>(Get out of their way) </li></ul><ul><li>2. I want to make sure this is for me </li></ul><ul><li>(Reiterate basic value prop) </li></ul><ul><li>3. I’m sceptical </li></ul><ul><li>(Provide levels of description) </li></ul>(Joshua Porter)