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Landing Page Design & Optimization
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Landing Page Design & Optimization

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Best practices for landing page design and conversion rate optimization.

Best practices for landing page design and conversion rate optimization.

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Landing Page Design & Optimization Landing Page Design & Optimization Presentation Transcript

  • Best Practices For Landing Pages Alex Designs LLC Alexdesigns.com
  • Last Slide First
    • Define a set of Landing Page best practices for your company - what works for your competitors may not work for you
    • Design for all personas - make it as easy as possible to collect a lead. Plus integrate a follow-on campaign via email or phone
    • Give the user value - reasons to complete a landing page or provide something in return
    • Test, test and test - the only way to improve ROI
  • My Background:
    • Studio Art Degree – FSU Fine Artist, Illustration & Graphic Design
    • eDiets.com Creative Director – 7 Years Been A/B Testing since 2000
    • Alex Designs LLC – 3 Years Web Design and Consulting since 2004
  • Make A Quick Impression
    • In just a brief one-twentieth of a second --less than half the time it takes to blink -- people make aesthetic judgments that influence the rest of their experience with an internet site.* * Behaviour and Information Technology journal
  • Creating a Scent Trail Banner Landing Page Product Detail Page
    • Grab the visitor's attention (saying something of value)
    • Craft a landing page that is consistent with the message of the ad and relevant to the problem the visitor is seeking to resolve
    • Deliver on that message
    *From Future Now, Inc.
  • Landing Pages Begin Sales Funnel
  • Why A Sales Funnel?
    • Isolate the user experience
    • Focus on creating customer connections - lead generation & follow-ons
    • Set Up For A/B Testing
    • Higher ROI than a homepage
    • Flexible to handle newsletter sign ups, up-sells and opt-in partnerships
  • Let’s See Some Examples
  • Example: Bad Sales Funnel
  • Example: Bad Landing Page
    • Just A Little Long
    • They Do A/B Test
    • Does anyone read all this?
  • Example: Good Sales Funnel
  • Example: Good Landing Page
    • Successful Trends:
    • Button stands out
    • Many ways to sign up
    • Simple message
    • Targeted demographic
    • Free Trial
    • Personalized Experiences
  • Landing Page Examples From Alex Designs LLC
  • Example #1: Landing Page With Form – Original Layout
    • Problems With Layout:
    • Button does not stand out
    • Header is too big. This is considered wasted real estate - the page scrolls and button below fold.
    • Lack of focal point to force the user focus on form
    • Showing the price before user understands what the company is about.
    • Navigation links are exits
    • Header area
  • Example #1: Landing Page With Form – Wire Frame Layout
    • Solutions For Layout:
    • Make the button stand out
    • Reduce Header size. The button is now above the fold.
    • Lack of focal point to force the user focus on form
    • Remove the prices and try to entice the user to create start the conversion process
    • Remove Navigation links
  • Example #1: Landing Page With Form – New Layout
    • Solutions Summary:
    • Button is clearly defined and easy to read. Button is defined as the focal point
    • Header is reduced and navigational links are eliminated.
    • The page barely scrolls and all important elements are above the fold.
    • User is not forced to read but skim bullets of copy or choose to take a tour if they want more info.
    • Addition of the 100% Secure to make users feel more confident to sign up.
  • Results: Venture Deal
    • Cost per action for either the 14 day trial signup or email newsletter signup, the CPA has gone down from $33 last month to $20 this month – a 40% drop .
    • The number of 14 day trials per day has gone from 1.5 last month to 2.8 so far this month – 87% increase .
    • The overall response rate once visitors hit my site has gone from 4% to 7%.
  • Example #2: Landing Page With Form – Original Layout
    • Problems With Layout:
    • Button is below the fold
    • Photo is too big.
    • Green text is hard to read
    • Composition forces the user to look all across the page
    • Lack of focal point to force the user focus on form. Too many green elements.
    • Where’s the value?
  • Example #2: Landing Page With Form – Wire Frame Layout
    • Solutions For Layout:
    • Move button above the fold
    • Give reason to why the user should get started. Provide some value and also a FREE Guide.
    • Make it easier to read and flow better.
    • Clearly define the focal point and call to actions.
  • Example #2: Landing Page With Form – New Layout
    • Solutions Summary:
    • Make the phone number easier to find
    • Make the information easy to read and up to date. Give real reason why they should join.
    • Provide credibility
    • Clearly define the focal point and call to actions.
  • Improving Crown Peak Landing Pages
  • Example #3: Landing Page With Form – Original Layout
    • Things I Like:
    • Button above fold
    • Buttons are Cleary Defined
    • Limited Navigation
    • Things I Don’t Like:
    • I feel forced to read the text
    • Text is hard to read
    • Is the text providing any value?
    • Lack of credibility
    • Hard to tell why I should put my information into the form
  • Example #3: Landing Page With Form – Wire Frame Layout
    • Solutions For Layout:
    • Give them a reason to fill out the form
    • Add Privacy and Credibility
    • Make the flow of the page from left to right. The user is not forced to read copy.
    • Add a testimonial or message to reinforce headline
    • Use bullets (max 5) instead of paragraphs.
    • Move the contact us and privacy links to pop-ups so users do not leave your landing page
  • Example #3: Landing Page With Form – New Layout
    • Solutions Summary:
    • Use the colors and photos to force the users eyes from left to right.
    • Add Privacy and Credibility
    • Add a testimonial or message to reinforce headline
    • Use bullets (max 5) instead of paragraphs.
  • What are your competitors doing?
  • Competitor Example #1:
  • Competitor Example #2:
  • What are your partners doing?
  • Partner Example #1:
  • Partner Example #2:
  • A/B Testing:
    • Helps Determine Marketing Copy & Strategy for not only the landing pages
    • Optimize Your Conversion
    • Long Term Benefits
    • Improve Your Scent Trail
  • Multivariate Testing
  • Multivariate Testing: Google Web Optimizer http:// services.google.com/websiteoptimizer/overview/index.html
  • Eye Tracking:
  • Eye Tracking: Example from Tobii
  • Eye Tracking: Results of redesign after study completed
  • Brief Best Practice Summary
    • Make a quick impression
    • Limited Navigation
    • Personalize the landing page - based on AD
    • Focal point is the button
    • --------------------------------------------------------
    • Provide value & credibility in your content
    • Conversions are event driven - take action
    • Design for eye tracking and usability
    • Clear call to action - multiple times (Hard Sell)
    • Test to improve your baseline
  • Last Slide
    • Define a set of Landing Page best practices for your company - what works for your competitors may not work for you
    • Design for all personas - make it as easy as possible to collect a lead. Plus integrate a follow-on campaign via email or phone
    • Give the user value - reasons to complete a landing page or provide something in return
    • Test, test and test - the only way to improve ROI
  • Thank You
    • Alex Harris
    • www.AlexDesigns.com
    • [email_address]
    • 954-240-4980