The Anatomy of the Perfect Landing Page

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

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

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

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

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

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

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

MESSAGE CONSISTENCY• Average conversion improvement range 5%-20% (As high as 100%)

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

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

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

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

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

$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

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

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

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

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

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The Anatomy of the Perfect Landing Page

by J-P De Clerck

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