Landing Page Design & Optimization

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%.

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?

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.

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

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

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

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

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Landing Page Design & Optimization

by alex harris on May 07, 2008

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Landing Page Design & Optimization — Presentation Transcript