30 Ways to Improve Your Landing Pages Now

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This presentation was given to the Raleigh SEO Meetup group on September 28th, 2010 and was delivered by Gregory Ng, The Chief Experience Officer at Brooks Bell Interactive.

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  • 30 Ways to Improve Your Landing Pages Now

    1. 1. 10 Steps to Improve Your Landing Pages Now Tuesday, September 28, 2010 @GregoryNg
    2. 2. Tuesday, September 28, 2010 @GregoryNg
    3. 3. Who is Brooks Bell Interactive? Headquarters: Raleigh NC <ul><li>Data-driven advertising agency </li></ul><ul><li>Experts in A/B & Multi-variate testing for online acquisition </li></ul><ul><li>National client base </li></ul>
    4. 4. The Goal of this Presentation <ul><li>Actionable items to help increase conversion </li></ul><ul><li>Some psychology to help understand your prospects </li></ul><ul><li>Leave some time for Q & A </li></ul>
    5. 6. C = The Key to Online Conversion POSITIVE FACTORS = >1 NEGATIVE FACTORS
    6. 7. The Key to Online Conversion POSITIVE FACTORS NEGATIVE FACTORS
    7. 8. C = The Key to Online Conversion R+M+V+O F+A = >1
    8. 9. C = The Key to Online Conversion R+M+V+O F+A = >1 Likelihood of Conversion Relevance Motivation Value Proposition Offer Friction Anxiety
    9. 10. REDUCES FRICTION
    10. 11. #1 Test <ul><li>Put yourself in the mindset to test! Data can help decision-making! </li></ul><ul><li>There are testing packages for any budget http://www.whichmvt.com/ </li></ul><ul><li>Track your audiences to identify segments </li></ul>
    11. 12. #2 Remember every page is a chance to convert! <ul><li>A focused Call-to-Action on every page </li></ul><ul><li>Check your analytics and see how many people enter your site through a subpage </li></ul><ul><li>Consider a well-focused branded value prop on every page </li></ul>
    12. 13. #3 Message Consistency <ul><li>Repeat the Adwords copy in the landing page headline dynamically </li></ul><ul><li>Word for word consistency helps quality scores </li></ul><ul><li>When creating headlines as images make sure of alt text consistency </li></ul>
    13. 14. RELEVANCE
    14. 15. RELEVANCE
    15. 16. RELEVANCE
    16. 17. #4 Geo-Modified Personalization <ul><li>List location in the headline </li></ul><ul><li>Use local imagery </li></ul><ul><li>Use a local phone number exchange </li></ul>
    17. 18. RELEVANCE
    18. 19. RELEVANCE
    19. 20. #5 Drive traffic to product page <ul><li>Give no distractions </li></ul><ul><li>Promote Buy button above the fold </li></ul>
    20. 21. RELEVANCE
    21. 22. RELEVANCE
    22. 23. #6 Use a Countdown Timer
    23. 24. #7 Use a Faux Loading Screen
    24. 25. #8 Make sure your links work!
    25. 26. #9 Use video to engage
    26. 27. #10 Benefit Oriented Button Copy
    27. 28. #11 Test Offers
    28. 29. #12 The Power of Three <ul><li>Organize your landing pages into 3 sections </li></ul><ul><li>Limit to 3 colors </li></ul><ul><li>Limit to 3 font styles </li></ul>
    29. 30. #13 Avoid Dismissible Headlines &quot;Did You Know That Meditating Just 15 Minutes a Day Could Change Your Life?&quot;
    30. 31. CLARITY of VALUE PROPOSITION Original Headline: &quot;Did You Know That Meditating Just 15 Minutes a Day Could Change Your Life?&quot; 115% Lift in signups 149% increase in ROI
    31. 32. #14 Explain the Steps of the Process
    32. 33. #15 Give more detail
    33. 34. #16 Reduce Anxiety with Copy
    34. 35. #17 Reduce Anxiety with Testimonials
    35. 36. #18 Appear Dynamic
    36. 37. #19 Use third-party validation
    37. 38. #20 Use a lock icon
    38. 39. #21 Add a phone number
    39. 40. #22 Highlight the desired choice
    40. 41. #23 Remove the Navigation
    41. 42. #24 Blue Links! #0083c8
    42. 43. #25 Leverage Social Proof
    43. 44. #26 CTA Above the fold
    44. 45. #27 Promote Self-Consistency
    45. 46. #28 Add Live Chat
    46. 47. #29 Suggest Offer is Unique
    47. 48. #30 Eye Track Your Layout <ul><li>Attention may be spent on the wrong part of your layout </li></ul><ul><li>Your button may not be as prominent as you think </li></ul>
    48. 49. Thank you!

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