4 Ingredients to Successful Landing Pages

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  • Before we jump in, How many people have designed their current site? For those that have, the most difficult part of an optimization effort is letting go of your current design tactics. Releasing that tight grip.And in order to do that, you have to stop yourself from saying:My visitors are different – they know how to find this, they will look deeper in the siteI don’t want to my site to look like all the other sites on the webBranding is a very important aspect of my siteSo, if you want move the needle on conversion:You agree to release the grip you have on your current site.Even though I’ll be talking about best practices and have a good track record of improving conversion with these tactics, nothing is absolute.
  • Let’s set the stage by talking about a subject that’s analogous in many ways to conversion optimization – dating.Now while the hoped-for conversion action in dating is quite different from your hoped-for conversion action on your site, there are many similarities.This picture is indicative of many website or landing page visit experiences.The woman here is a pretty close representation of how your visitors feel when they get to your landing page or site, while the gentleman, like many online marketers, seems to feel that he’s done everything right And here’s what dating and conversion optimization have in common:You each have a need You must have the right balance of the right ingredients to convince your prospect they’ve found exactly what they’re looking for to meet those needs.Conversion Optimization is Developing a meaningful “Relationship” between youand yourvisitor
  • So while a meaningful relationship needs all of the right elements – physical attraction, common interests, similar goals …Successful conversion maximization requires all of its right elements. I’ve summarized the over 44 page elements which have proven to be determining factors of the conversion potential of a web page into the following 4 Conversion Categories:1. Professional & Appropriate Aesthetics2. High Levels of Usability3. Effective Marketing Messaging4. Context Appropriateness
  • Professional aesthetics deal with appropriate use of the functional space, colors, images, white space, font treatments.Minimize visual load Page Architecture Use of Colors & contrast Images - Quality & Thematic ConsistentUse of Font Treatments Overall Visual Hierarchy1st impressions are developed within .2 seconds.
  • Picture images, drawing images and page element images
  • Reverse text only for banners and buttons
  • Minimize cognitive load Navigation Treatment of Links & ButtonsReadability & Organization of copy Load Time Absence of distractions
  • NavigationNumber of navigational sections – is non product/service related in separate nav?Readability of navigation choicesNumber of navigational choicesIntuitive and CategorizedConsistent feel throughout site
  • Create a “visual hierarchy of emphasis”with different sizes and shades for buttonsNote different style of buttons, different font treatments used on buttons – visual hiearchry would suggest the black buttons with yellow text are more important.
  • Create a visual hierarchy of emphasiswith different sizes and shades for buttonsNote different style of buttons, different font treatments used on buttons – visual hierarchy would suggest the black buttons with yellow text are more important.
  • Use of bulletsUse of expanding/collapsing textRefrain from using “marketese” & acronymsConcise copy; say what you mean and mean what you sayAlso, always left justify copy
  • Rotating banners - Slows load timeCan’t focus on other pages of the pageCan’t get timing rightDifficult to read – especially if call to actionDifferent editor themesAlso video or audio that starts up automatically
  • 1st marketing profession – Greek Philosopher Aristotle, 300 BCAristotle taught that our ability to persuade an audience is based on how well we appeal to that audience in three different areas: ethos, pathos & logos.Ethos - ethical appeal, means to convince others of your credibility.Pathos - emotional appeal, means to persuade others by appealing to their emotions.Logos - Convince others by use of logic or reason
  • Keep trust elements togetherTrust elements should be on any entry page – especially on decision pages
  • Benefit driven headlines, advantage sub-heads, feature filled bullets
  • Examples – trial downloads – how long, no credit card requiredWhat will happen when I click button?
  • Being relevant to visitor’s needsUse casesExample of membership site asking for referrals
  • Came from PPC search ad – “Promoted Tweets”Aesthetics:Color scheme look authoritative? Do they enhance or detract – call attention to themselves?Page architecture – okayImages – quality and thematic consistencyLevels of contrast – extremeFor a small amount of text, too many fonts – probably as many fonts as wordsOverall visual hierarchyUsabilityTwitter handle fieldAsteriskMarketingNo TrustNo BenefitsSubmit buttonContext
  • Aesthetics – clean, profession, clear delineationUsability – readable, organization of copy, buttons not consistent and smallMarketing – nice benefits – price? No trust and credibility!Context – not enough for 1st timers
  • Aesthetics – dark/foreboding, reverse text, busyUsability – too many choices for narrowed search; how bout a wizard?Marketing – no trustContext – no mention of whether shoes are perfect for …
  • 4 Ingredients to Successful Landing Pages

    1. 1. Mastering the Brian Lewis CEO 4 Crucial Ingredients Solutions-insight Interactive Of Successful Landing PagesChicago | November 12–16
    2. 2. Chicago | November 12–16, 2012 | #SESCHI
    3. 3. Chicago | November 12–16, 2012 | #SESCHI
    4. 4. Chicago | November 12–16, 2012 | #SESCHIFinding The Perfect Match @ImAnonymous
    5. 5. Chicago | November 12–16, 2012 | #SESCHIAesthetics @ImAnonymous
    6. 6. Chicago | November 12–16, 2012 | #SESCHIPage Architecture
    7. 7. Chicago | November 12–16, 2012 | #SESCHIColors & Contrast @ImAnonymous
    8. 8. Chicago | November 12–16, 2012 | #SESCHIImage Quality @ImAnonymous
    9. 9. Chicago | November 12–16, 2012 | #SESCHIFont Treatments19 20 14 3 2 16 18 4 10 1 5 11 12 8 9 13 17 15 @ImAnonymous
    10. 10. Chicago | November 12–16, 2012 | #SESCHIUsability
    11. 11. Chicago | November 12–16, 2012 | #SESCHIInformation Architecture & Navigation @ImAnonymous
    12. 12. Chicago | November 12–16, 2012 | #SESCHILinks & Buttons This is a link @ImAnonymous
    13. 13. Chicago | November 12–16, 2012 | #SESCHILinks & Buttons – Being Purposely Inconsistent This is a link This is NOT a link This is a link @ImAnonymous
    14. 14. Chicago | November 12–16, 2012 | #SESCHILinks & Buttons @ImAnonymous
    15. 15. Chicago | November 12–16, 2012 | #SESCHIReadability @ImAnonymous
    16. 16. Chicago | November 12–16, 2012 | #SESCHIDistractions Visual Bullying @ImAnonymous
    17. 17. Chicago | November 12–16, 2012 | #SESCHI MarketingOur ability to persuade is based on how well weappeal to our audience in the following areas:Ethos, Pathos & Logos - Aristotle 300 BC
    18. 18. Chicago | November 12–16, 2012 | #SESCHITrust & Credibility 4 Categories of Trust • Perceived trust • Visual trust • Industry trust • Social trust @ImAnonymous
    19. 19. Chicago | November 12–16, 2012 | #SESCHIAppeal Hierarchy Feature – A financial budgeting tool that’s remarkably easy to use Advantage – Save money by quickly creating family budgets Benefit – Peace of Mind that comes with Greater Financial Control @ImAnonymous
    20. 20. Chicago | November 12–16, 2012 | #SESCHIOffer Clarity • Consistent Headline, Call-to-action and Button text • Prominently display shipping options/policies, return policies • What happens when I click button? @ImAnonymous
    21. 21. Chicago | November 12–16, 2012 | #SESCHIContext
    22. 22. Chicago | November 12–16, 2012 | #SESCHIUse Cases Represent an important or common task that your visitors will be trying to accomplish Roles of your visitors Tasks or goals of your visitors
    23. 23. Chicago | November 12–16, 2012 | #SESCHIUse Cases
    24. 24. Chicago | November 12–16, 2012 | #SESCHIAesthetics Aesthetics Usability Usability Marketing Marketing Context Context
    25. 25. Chicago | November 12–16, 2012 | #SESCHIAesthetics Usability Marketing Context
    26. 26. Chicago | November 12–16, 2012 | #SESCHI Aesthetics Usability Marketing Context
    27. 27. Chicago | November 12–16, 2012 | #SESCHIAesthetics Usability Marketing Context
    28. 28. Chicago | November 12–16, 2012 | #SESCHIYour Assignment Grade your web pages for: • Aesthetics – Visual load • Usability – Cognitive load • Marketing - Ethos, Pathos & Logos • Context – Use cases @ImAnonymous
    29. 29. Mastering the Brian Lewis 4 Crucial Ingredients Solutions-insight Interactive CEO Of Solutions-insight.com Successful Landing blewis@solutions-insight.com PagesChicago | November 12–16

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