The Anatomy of the Perfect Landing Page
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Landing pages, conversion optimization, scent and the holy trinity of conversion. Presentation by Bryan Eisenberg for Fusion Marketing Experience Antwerp. Blog post on ...

Landing pages, conversion optimization, scent and the holy trinity of conversion. Presentation by Bryan Eisenberg for Fusion Marketing Experience Antwerp. Blog post on http://www.contentmarketingexperience.com

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The Anatomy of the Perfect Landing Page Presentation Transcript

  • 1. Anatomy Of a Perfect Landing Page Presented by Bryan Eisenberg - @TheGrok A Paint By Numbers Approach to Increasing Your Conversion Rate © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 2. Most websites don’t have aTRAFFIC problem...However, every website has aCONVERSION problem! © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 3. • $56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. Source: 2010 ZenithOptimedia © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 4. Why Settle for a 3% Conversion Rate?1. Schwan’s 41.7%2. ProFlowers 26.5%3. Vitacost.com 24.0%4. Woman Within 22.4%5. Blair 20.5%6. Lands End 19.5%7. Doctors Foster and Smith 18.6%8. Office Depot 18.4%9. Roamans 18.4%10. QVC 18.3% © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 5. Companies typically spend $92 to bring customers to their site. 92:1 But only $1 to convert them.   539 © 1999 - 2010 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 6. 4 variables most strongly correlated with improved overall conversion • Perceived control over conversion rates • A structured approach to CRO • Having someone directly responsible for CRO • Incentivising staff based on conversion rates© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  • 7. Methods currently used for improving conversion rates© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  • 8. The Hard Work Pays Off • Companies whose conversion rates have improved over the previous 12 months are using on average 26% more methods to improve conversion than those companies whose conversion rates have not improved. • Companies whose conversion rates have improved are using on average 50% more ways to segment their visitors and customers than those companies whose conversion rates have not improved.© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  • 9. WebsiteTestingTools.com© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  • 10. There is a Magic Formula © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 11. 30 Key Optimization FactorsPlanningWIIFM: Whats in it for me?Unique Value Proposition/Campaign PropositionThe Buying DecisionCategorizationStructureUsabilityLook and FeelSearchabilityLayout, Visual Clarity, and Eye TrackingPurchasingToolsError PreventionBrowser CompatibilityMomentumProduct PresentationLoad TimeAIDAS (Scent)Trust & CredibilityNavigation / User of LinksProduct Selection / CategorizationUp-sell / Cross-sellCalls to Action / formsPoint of ActionSecurity & PrivacyCommunicationPersuasive CopywritingContentHeadlinesReadabilityUse of Color and ImagesTerminology / Jargon"We-We" Test (Customer-Focused Language)Features like reviews © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 12. The Conversion Trinity1. Are you relevant to MY query?2. Do I know WHY you are the right solution for me?3. Is it obvious WHAT I need to do next? Call  to   Relevance Value Ac/on © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 13. Landing Page Guidelines © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 14. Relevance© 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 15. Google Explains Relevance "We provide strong SCENT sousers dont lose time," he said. "We takethe text from the page that is relevantto the query, and include it in thesummary… Advertisers are coming to therealization that ads must have a scentthat the user will likely find useful." - Krishna Bharat, senior researchscientist at Google Relevance © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 16. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 17. Where is The Landing Page Opportunity? © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 18. Victoria’s Secret is Scent © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 19. What is the Scent Quality? Brand Image Offer Category Product © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 20. Good Use of Scent © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 21. Even Better Use of Scent Brand Image Offer Category Product © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 22. Scent Cues Include• Trigger Words / Offers• Graphics• Color• Shape• Location © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 23. Geico Banner, Appeals to Who? © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 24. Landing Page Optimization Is Not Enough! © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 25. You Need to Look At All Customer Journeys & Processes © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 26. MESSAGE CONSISTENCY• Average conversion improvement range 5%-20% (As high as 100%)
  • 27. Do You Think You Should Treat These The Same?First Time Visitor vs Repeat CustomerWest Coast vs East CoastLocal vs InternationalEarly bird vs Lunchtime vs late night browsersTechnical feature creature vs. Price pouncerBrand/Model Searchers vs. broad categorysearchersWho Makes Up Your Segments? © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 28. “DVD Players”“Sony DVP-NS500V”“Compare DVD Players” © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 29. Personas Build Predictive Models1.Simple Personas - include decision making styles, buying stages and some basic segmentation2.Robust Personas - include Meyers-Briggs Type Indicator psychographic profiles, market research, © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 30. Eyetracking 4 Types: Jakob Nielsenhttp://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/ © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 31. Competitive Patterned Behavior © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 32. Methodical Patterned Behavior © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 33. Spontaneous Patterned Behavior © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 34. Humanistic Patterned Behavior © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 35. A framework is only as good as what you do with it © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 36. Value© 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 37. Call to Action© 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 38. The Conversion Trinity In Action1. Are you relevant to MY query?2. Do I know WHY you are the right solution for me?3. Is it obvious WHAT I need to do next? Call to Relevance Value Action © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 39. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 40. Boosted Sign-Ups by 52.8% Call to Relevance Value Action © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 41. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 42. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 43. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 44. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 45. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 46. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 47. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 48. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 49. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 50. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 51. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 52. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 53. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 54. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 55. The Conversion Trinity1. Are you relevant to MY query?2. Do I know WHY you are the right solution for me?3. Is it obvious WHAT I need to do next? Call to Relevance Value Action © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 56. Don’t do Slice & Dice Optimization © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 57. Can You Spot The Differences? © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 58. They Test For Impact Not Variations © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 59. Opportunity Cost © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 60. Using Our Process • Spontaneous seek top sellers & new releases • Humanistics care about reviews • Methodicals find by genre • Competitives search by actor, title, etc. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 61. $25M Opportunity Gain “I asked the Eisenbergs to do a study of our web site… found something we had to fix immediately… We fixed it that night, and saw an immediate 5% lift in our sales. “Bryan and Jeffrey Eisenberg are #1 in the online conversion game and there is no #2.” - Patrick Byrne, CEO of Overstock.com © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 62. Optimize All You Want “We cant solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein It’s Not About What but Why © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 63. 3 Types of Landing Pages Take an Action Fill Out a FormLink to Information © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 64. Main Landing Page Sections• Logo • Calls to action• Headline • Links • text • Buttons • graphical • Forms• Offer • Confidence Building• Descriptive copy • Testimonials • Bullet/block • Examples of users • List of key features • 3rd Party validators • List of key benefits • Link to more information• Product/Service Presentation • Template elements • Product image • Tours • Screen shots • Life-style images © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 65. Breaking Down Sections Logo Headline Product presentationCall to Action Offer Confidence building © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 66. LogoLinks to More Information Headline Call to Action OfferProduct presentationTemplate elements © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 67. LogoTemplate elementsHeadline Confidence building Call to Action Offer Call to Action Confidence Product presentation building Links to More Information Links to More Information Confidence building © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 68. Logo Template elements 5 Dimensions Headline • RelevanceProduct • Qualitypresentation Offer Call to Action • Location • Proximity • ProminenceLinks to More Information Confidence building © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 69. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 70. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 71. Not Good Quality Elements © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 72. Every Element Shows Quality © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 73. Location © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 74. Proximity Boosted Sign-Ups by 52.8% © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 75. Check Your Page in Gray Scale © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 76. Wirify.com© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  • 77. Color Has Impact © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 78. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 79. Before HeatMap © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 80. Prioritize Actions 3 1 2 © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 81. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 82. After HeatMap © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 83. Check Out The Gaze Order © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 84. Probability of Fixed Gaze Image created with 3M/VAS © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 85. 111% Increase in Conversions Made the call to action more prominent! © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 86. It’s Not the Tool, It’s How You Use It http://mo.am/21secrets  © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 87. Bryan Eisenbergbryan@bryaneisenberg.comBlog: www.BryanEisenberg.comClickZ.com Column:ROI Marketing Since 2001Twitter:@TheGrok © 1998 - 2011 BryanEisenberg.com & @TheGrok