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