Basics of landing page optimization

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Starting with the Basics: Landing Page Optimization. Presented by: @katemorris at Pubcon.

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Basics of landing page optimization

  1. 1. Starting with the Basics: Landing Page Optimization Presented by: Kate Morris twitter: @katemorris
  2. 2. DISCLAIMER!All site mentioned in this presentation are selected at random. Ihave not worked with, do not endorse, or am in any way a part ofthese campaigns. twitter: @katemorris
  3. 3. The Parts of a Landing PageVisual Interest Call to ActionRelevant Content Navigation twitter: @katemorris
  4. 4. Call to Action•  Do NOT build a landing page without this! twitter: @katemorris
  5. 5. Call to Action•  Do NOT build a landing page without this!•  Keep forms as short as possible twitter: @katemorris
  6. 6. Call to Action•  Do NOT build a landing page without this!•  Keep forms as short as possible•  Always above the fold twitter: @katemorris
  7. 7. twitter:@katemorris
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  9. 9. Relevant Content•  Think: What are you advertising? twitter: @katemorris
  10. 10. Relevant Content•  Think: What are you advertising?•  Keyword targeted copy and headline twitter: @katemorris
  11. 11. Relevant Content•  Think: What are you advertising?•  Keyword targeted copy and headline•  Don’t use the homepage in ads unless you have ONE product twitter: @katemorris
  12. 12. twitter:@katemorris
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  14. 14. Page Length•  Short Attention Spans –  Traditionally –  Test, Test, Test –  SEOmoz twitter: @katemorris
  15. 15. Page Length•  Short Attention Spans•  Back Button Buzz Kill –  Give them what they ask for (search query) –  Nothing Extraneous twitter: @katemorris
  16. 16. Page Length•  Short Attention Spans•  Back Button Buzz Kill•  Dependent on the Searcher’s Intent –  Information Seekers –  Buyers –  Product/Service twitter: @katemorris
  17. 17. Visual Interest•  Utilize Whitespace –  You don’t have to fill every open area –  Think VW and classic print ads twitter: @katemorris
  18. 18. Visual Interest•  Utilize Whitespace•  Embrace Simplicity –  Focus on the Product/Service –  Cross Selling to a Minimum twitter: @katemorris
  19. 19. Visual Interest•  Utilize Whitespace•  Embrace Simplicity•  Buttons –  Road Map using Pictures twitter: @katemorris
  20. 20. twitter:@katemorris
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  22. 22. Navigation•  The two camps –  Give them a choice –  Keep them prisoner•  Test. twitter: @katemorris
  23. 23. Tracking•  Never start a campaign without it.•  Metrics to look at: twitter: @katemorris
  24. 24. Conversion Rate•  Over time how many leads/sales happen from the traffic you get•  Benchmark versus other campaigns•  Track your entire sales cycle if possible twitter: @katemorris
  25. 25. Cost Per Conversion•  $5 product vs $50,000 product•  Gauges whether you can afford the campaign/page twitter: @katemorris
  26. 26. Bounce Rate•  Relative to product•  About 30% is awesome!•  50% Good-Okay•  Over 70% - time to test and revise twitter: @katemorris
  27. 27. Eye/Click Tracking twitter: @katemorris
  28. 28. It’s all relative! Test! Twitter: katemorris Email: katemorris@gmail.com twitter: @katemorris

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