50 Landing Page
Best Practices
1. Not part of your website
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Website Landing page
• Browsing
• Discovery
• Topic-...
2. Campaign Specific
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The best landing pages are targeted, specific &
conte...
3. Traffic Source Specific
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Tailor experience to the needs of the visitor,
based...
4. Experience, not pages
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Think beyond the page to deliver amazing
digital exp...
5. Have a clear goal and strategy
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A solid methodology ensures your
strategy is aligned...
6. Grade and score visitors
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Grade
A
Grade
B
Grade
C
All clicks are not created e...
7. Use real-time analytics
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Real-time analytics mean agile,
test-and-learn capab...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
"As soon as we get statistical significance on a tes...
8. Constantly test everything
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Radical redesigns & bold testing result in BIG lifts...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A dedicated landing page lifts lead
conversions 320%...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Iterative testing drives incremental lifts.
8%
Step ...
9. Integrated
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Great post-click experiences help you generate more
...
10. Message Match
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Better message match is probably the single
greatest...
11. Conversion focused
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A sharpened focus on your conversion goal
can lend to higher conversion rates.
© i-on interactive, inc. All rights reserve...
12. Streamline the experience
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Don’t make your visitors jump
through hoops! Eliminate any
unnecessary hurdles.
© i-on interactive, inc. All rights reserv...
13. Be user-centered
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A lot of thought goes into designing great
user-centric interfaces for your visitors.
What do your visitors want to see?
©...
14. A strong, clear call-to-action
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A strong call-to-action draws the attention of
the visitor and clearly tells them how they can
convert.
© i-on interactive...
15. Relevant, streamlined forms
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Internally-focused forms feel like work.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Questions a...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Content customized based on
responses
Multi-step for...
16. Clear value position
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your value proposition answers the question
"why sho...
17. Strong headlines matter
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your headline may be the single most
important element on your landing page.
Test to find the type that works the best.
© i...
18. Differentiation
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Hyper-targeted
• Highly focused
• Contextually rel...
19. Above the fold
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Keep your call-to-action above the fold.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Don’t assum...
20. Visual, directional cues
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Good design can help lead
visitors toward your
conve...
21. Remember to say thank you
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you pages can create
valuable post-conversion
...
22. Benefit-driven copy
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Benefits almost always outperform
product-focused cop...
23. Keep your promises
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Doesn’t fulfill on
promise
• Too much content, too...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Delivers on promise
• Visual continuity
• Highly s...
24. Trust is a must
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Use trust assurances to clearly communicate
trustworthiness.
© i-on interactive, inc. All rights reserved • www.ioninterac...
25. Give good brand
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A brand is most important an emotional
connection be...
26. Timely
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Ensure your landing pages (and offers)
are timely an...
27. Value button copy
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Test gain-focused or “value” buttons
agains effort-f...
28. Meaningful segmentation
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Use segmentation to get to know your landing page visitors.
© i-on interactive, inc. All rights reserved • www.ioninteract...
29. Frictionless choices
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Avoid choice paralysis. Give intuitive, limited choices.
© i-on interactive, inc. All rights reserved • www.ioninteractive...
30. Don’t link away
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Remove distraction. Reduce the opportunity
for visit...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Lots of great content to share?
Break it into digest...
31. Device optimized
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Whether you choose responsive or native, make
sure y...
32. Show your product
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Don’t be afraid to show
your product!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• For services...
33. Context of use
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Context of use put the visitor in the driver's seat....
34. Social proof
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Social proof is the influence of others in a social s...
35. Avoid information overload
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Adding content to a landing page can become a slippe...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
...then all of the sudden includes 4 paragraphs of c...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A focused page...
...tells the user what we want the...
36. Spice it up
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Lead gen landing pages don't have to be boring!
• Se...
37. High image quality
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Quality matters to your visitors. Use of high-quality
imagery and fonts conveys a strong message about
your brand and prod...
38. Interactive content
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Find interesting ways to display important informati...
39. Incorporate keywords on
PPC landing pages
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Incorporate the search terms that your visitors
use ...
40. Design matters
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Radically re-imagine the user experience, focusing o...
41. Be strategic
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Planning is the single greatest influencer in testing success.
© i-on interactive, inc. All rights reserved • www.ionintera...
42. Methodically plan
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A well-designed roadmap will help you ensure
you are on the path to success.
© i-on interactive, inc. All rights reserved ...
43. Wait for statistical confidence
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80%-99% statistical confidence is a best practice
for A/B & multivariate testing.
© i-on interactive, inc. All rights reser...
44. Be cyclical
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Testing is cyclical: it’s done in a
wave pattern consisting of
innovations and iterations.
© i-on interactive, inc. All ri...
45. Use both A/B and MVT
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A/B to find big winners. Multivariate
test to refine t...
46. Test BIG
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Experiment with BIG ideas to get big results.
47. Avoid unproductive, -------------
-----unending tests
© i-on interactive, inc. All rights reserved • www.ioninteractiv...
Beware of the never-ending test!
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• Decide on a test ...
48. Timing matters
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Say NO! to sequential testing.
• Isolate your tests ...
49. Don’t stop
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Scale your program
methodically and effectively.
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opp...
50. Landing pages should be -----
-----flexible and disposable
© i-on interactive, inc. All rights reserved • www.ioninter...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your website vs. Your landing pages
Expensive
Time I...
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We help brands create, test and optimize
amazing lan...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you!
@ioninteractive
info@ioninteractive.com
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50 Landing Page Best Practices

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50 of our most coveted landing page best strategies: from templates to testing, targeting, messaging, and more!

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  • One important aspect that landing pages should have is a strong connection to its readers. This can be attained through removing the necessary things that can distract the visitors AND using questions that's going to relate your product to your visitors (among many others).
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  • Landing Page is one of the most exciting aspects of online marketing and the main Motive of Your landing pages should provide a customized sales pitch for the visitor or say this page on your website where you send visitors to take a specific course of action.Landing pages are undeniable and fundamental for a successful marketing strategy. Instead of directing traffic to ambiguous home page, it works best to employ dedicated landing pages to better the chances of conversion. Read the some good points with this blog for detailed information. http://www.fatbit.com/fab/best-points-to-design-landing-pages-with-buyer-psychology-in-mind/
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  • Thank you so much for your comments. Hopefully you were able to glean some good takeaways from the presentation. Happy testing!
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  • It never gets old when someone nails it. I take a like approach in the way I approach landing pages in my solutions to clients. Desirability of landing pages in conjunction with social media campaigns is still growing so fast.

    Anyway, thanks for putting such a great resource together. It showed me that in fact I do not know everything about landing pages, you likely do:)
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  • 50 Landing Page Best Practices

    1. 1. 50 Landing Page Best Practices
    2. 2. 1. Not part of your website © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    3. 3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Website Landing page • Browsing • Discovery • Topic-focused • Designed for conversion Dedicated landing pages are designed specifically to drive conversions & ROI.
    4. 4. 2. Campaign Specific © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    5. 5. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The best landing pages are targeted, specific & contextually relevant. • Seductive design • Highly relevant & valuable • Deeply engaging • Generic content • Poor targeting • No value prop
    6. 6. 3. Traffic Source Specific © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    7. 7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Tailor experience to the needs of the visitor, based on their "traffic source" origination.
    8. 8. 4. Experience, not pages © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    9. 9. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Think beyond the page to deliver amazing digital experiences to visitors. • Progressive conversion • Propels through funnel • Personalized experience • No imagery/no design • No call-to-action • Painful form
    10. 10. 5. Have a clear goal and strategy © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    11. 11. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A solid methodology ensures your strategy is aligned with your goals. • Discover: Conduct research & information exchange • Plan: Develop program plan & test strategy • Execute: Design & launch conversion-focused experiences • Analyze: Perform analysis, share knowledge, plan next steps
    12. 12. 6. Grade and score visitors © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    13. 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Grade A Grade B Grade C All clicks are not created equal. User segmentation can help you identify your most profitable leads.
    14. 14. 7. Use real-time analytics © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    15. 15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Real-time analytics mean agile, test-and-learn capability. • Traffic • Bounce rate • Conversion rate • Segmentation • Behavioral "tags" (what people are clicking on) • Confidence intervals • Day parting • Geolocation
    16. 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com "As soon as we get statistical significance on a test, we drive immediately to a champion in real time. On Mother’s Day alone, the real-time change in traffic splits resulted in over $45,000 in incremental revenue. " Real-time analytics mean agile, test-and-learn capability.
    17. 17. 8. Constantly test everything © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    18. 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Radical redesigns & bold testing result in BIG lifts. Radical innovation test waves results in 264% lift for Marian University!
    19. 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A dedicated landing page lifts lead conversions 320% over website 320% Radical redesigns & bold testing result in BIG lifts.
    20. 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Iterative testing drives incremental lifts. 8% Step indicators on form increase Dell's lead conversions 8%
    21. 21. 9. Integrated © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    22. 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Great post-click experiences help you generate more value from your other marketing investments.
    23. 23. 10. Message Match © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    24. 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Better message match is probably the single greatest tactical improvements you can make! • Are you delivering on your promise? • Are you maintaining visual continuity in your banner advertising? • Do your words and phrases match pre- to post-click?
    25. 25. 11. Conversion focused © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    26. 26. A sharpened focus on your conversion goal can lend to higher conversion rates. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Testing a conversion-focused microsite against the Long Term Care product page increased leads 700% 700%
    27. 27. 12. Streamline the experience © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    28. 28. Don’t make your visitors jump through hoops! Eliminate any unnecessary hurdles. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Device-optimized • Clear message • Intuitive design • Finger-friendly
    29. 29. 13. Be user-centered © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    30. 30. A lot of thought goes into designing great user-centric interfaces for your visitors. What do your visitors want to see? © i-on interactive, inc. All rights reserved • www.ioninteractive.com ObserveBuild Challenge Put your visitors in the driver’s seat with real time testing. Promote winning page elements and eliminate potential obstacles. Focus on what your target audience wants to accomplish. How can your page help to make that possible?
    31. 31. 14. A strong, clear call-to-action © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    32. 32. A strong call-to-action draws the attention of the visitor and clearly tells them how they can convert. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Glance at your page and blur your eyes. Can you distinguish your call-to-action from the rest of your content? If not, strengthen it!
    33. 33. 15. Relevant, streamlined forms © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    34. 34. Internally-focused forms feel like work. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Questions are obviously designed for the company to obtain additional information LOTS of required fields is high barrier to form completion
    35. 35. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Content customized based on responses Multi-step form guides user through quote process, providing relevant content along the way User-focused forms feel easy to complete. Step 1 Step 2 Step 3
    36. 36. 16. Clear value position © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    37. 37. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Your value proposition answers the question "why should I buy from you instead of them?" • Clear • Differentiated • Genuine • Supported
    38. 38. 17. Strong headlines matter © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    39. 39. Your headline may be the single most important element on your landing page. Test to find the type that works the best. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Testimonial Direct Attention-grabbing Question Offer-specific Benefit-driven
    40. 40. 18. Differentiation © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    41. 41. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Hyper-targeted • Highly focused • Contextually relevant Lead gen landing pages don't need to be "one size fits all"!
    42. 42. 19. Above the fold © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    43. 43. Keep your call-to-action above the fold. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Don’t assume that visitors will scroll dow explore everything that your page has to The ‘Fold’: The point on your landing page where visitors must scroll down to see more 80% of time is spent 'above the fold' 20% of time is spent 'below the fold' If using a long page format, repeat your call-to-action (at least once) at the very bottom of the page.
    44. 44. 20. Visual, directional cues © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    45. 45. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Good design can help lead visitors toward your conversion action. Implicit directional cues are implied. Ex. direction of gaze, color, visual weighting, repetition of color, shape and size. See how the gecko’s body is angled to the conversion point and his eyes look at the call to action? Explicit directional cues are obvious. Ex. lines, arrows, curves, etc. See how the arrows tells the user where to start?
    46. 46. 21. Remember to say thank you © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    47. 47. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you pages can create valuable post-conversion experiences. Personally thank your visitors Create next steps Provide additional resources/value to continue engagement with your brand
    48. 48. 22. Benefit-driven copy © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    49. 49. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Benefits almost always outperform product-focused copy! 28% • Make a list of your product features • Then, determine how those features make your visitor's life or job easier! • Transform your features into tangible benefits
    50. 50. 23. Keep your promises © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    51. 51. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Doesn’t fulfill on promise • Too much content, too little focus • No repetition of words/ language from ad Mismatch increases the odds that the user will land and then quickly leave.
    52. 52. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Delivers on promise • Visual continuity • Highly specific When the ad and the landing experience match, promises are kept.
    53. 53. 24. Trust is a must © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    54. 54. Use trust assurances to clearly communicate trustworthiness. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Great use of social proof to communicate trust: customer logos, “global leader,” third- party trust assurances.
    55. 55. 25. Give good brand © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    56. 56. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A brand is most important an emotional connection between a user and a product or service. • First impressions matter • Seductive design • Relevant and compelling content • User-friendly across all devices
    57. 57. 26. Timely © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    58. 58. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Ensure your landing pages (and offers) are timely and relevant. • Consider seasonality of offers and promotions, especially for retail • Remove, change or update offers as they expire • Agility in your marketing + disposable landing pages = timely campaigns
    59. 59. 27. Value button copy © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    60. 60. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Test gain-focused or “value” buttons agains effort-focused buttons. Gained-Focused or “Value” Button Copy Effort-Focused Button Copy Get View Enjoy Discover See Play Submit Start Activate Learn Pay Go
    61. 61. 28. Meaningful segmentation © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    62. 62. Use segmentation to get to know your landing page visitors. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Directional copy Easy choice Mutually exclusive
    63. 63. 29. Frictionless choices © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    64. 64. Avoid choice paralysis. Give intuitive, limited choices. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A B 13% Reducing choices from three to two options increased leads 13% for TimeTrade
    65. 65. 30. Don’t link away © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    66. 66. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Remove distraction. Reduce the opportunity for visitors to leave without converting. Many calls-to-action, distracting navigation, lots of friction.
    67. 67. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Lots of great content to share? Break it into digestible chunks across multiple pages
    68. 68. 31. Device optimized © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    69. 69. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Whether you choose responsive or native, make sure your experiences are device-optimized. Responsive design automatically optimizes for device Native mobile landing pages are designed specifically for mobile devices
    70. 70. 32. Show your product © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    71. 71. Don’t be afraid to show your product! © i-on interactive, inc. All rights reserved • www.ioninteractive.com • For services, this may mean demonstrating results, offering case studies or testimonials • Testimonials demonstrate real- world results & can communicate the relative value of an intangible • Show in various formats: image galleries, video, interactive tours, etc.
    72. 72. 33. Context of use © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    73. 73. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Context of use put the visitor in the driver's seat. "Works the way you do"… video demonstrates product features Shows product in the hands of the users
    74. 74. 34. Social proof © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    75. 75. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Social proof is the influence of others in a social situation. Testimonials provide user proof Press coverage provides "expert" social proof "Over 8 million singles…" = wisdom of the crowds
    76. 76. 35. Avoid information overload © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    77. 77. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Adding content to a landing page can become a slippery slope. What starts as a simple page…
    78. 78. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ...then all of the sudden includes 4 paragraphs of copy, bullets, a long form, social links, a product shot...and the list goes on.
    79. 79. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A focused page... ...tells the user what we want them to do and why.
    80. 80. 36. Spice it up © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    81. 81. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Lead gen landing pages don't have to be boring! • Seductive design • Highly relevant • Highly valuable • Deeply engaging
    82. 82. 37. High image quality © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    83. 83. Quality matters to your visitors. Use of high-quality imagery and fonts conveys a strong message about your brand and product. © i-on interactive, inc. All rights reserved • www.ioninteractive.com high quality + accurately showcases products + lends to credibility and confidence - increases page load time - not always optimal for mobile reduced quality - can appear dated - negatively impacts first impressions + loads fast (fewer bounces)
    84. 84. 38. Interactive content © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    85. 85. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Find interesting ways to display important information. Test microsites, tabbed content and other types of interactive content. Tabbed interface allows visitors to read content in a digestible format
    86. 86. 39. Incorporate keywords on PPC landing pages © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    87. 87. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Incorporate the search terms that your visitors use to increase relevancy on landing pages. • Improve message match • Increase relevancy • Improve quality score • Take it to the next level with targeted imagery and content
    88. 88. 40. Design matters © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    89. 89. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Radically re-imagine the user experience, focusing on intuitive, user-centered design that communicates value.
    90. 90. 41. Be strategic © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    91. 91. Planning is the single greatest influencer in testing success. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Start tests by aligning your landing page testing objectives with your overall marketing strategy • Determine your desired outcome • Use testing to maximize revenue from marketing expenses
    92. 92. 42. Methodically plan © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    93. 93. A well-designed roadmap will help you ensure you are on the path to success. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Q1 Q2 Q3 Q4 PPC Campaign Mobile PPC Campaign SEO
    94. 94. 43. Wait for statistical confidence © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    95. 95. 80%-99% statistical confidence is a best practice for A/B & multivariate testing. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Monitor your landing pages for immediate campaign performance insights. Wait until your tests achieve statistical significance. A test result is typically statistically significant if the results are unlikely to have occurred by chance. Allocate your traffic to winning pages and reap the benefits of higher conversion rates.
    96. 96. 44. Be cyclical © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    97. 97. Testing is cyclical: it’s done in a wave pattern consisting of innovations and iterations. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Innovate by A/B testing contrasting landing pages: • Different templates, layouts or styles • Interactive content • Image or text-heavy pages • Iterate your champion by testing different combinations of page elements • Button styles, text, or colors • Messaging • Form fields
    98. 98. 45. Use both A/B and MVT © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    99. 99. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A/B to find big winners. Multivariate test to refine those winners. A/B MVT Just getting started Ready to refine Low volume of traffic High volume of traffic Multi-page experiences Single landing page Conversion lift, limited learning Want to determine influence of page element
    100. 100. 46. Test BIG © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    101. 101. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Experiment with BIG ideas to get big results.
    102. 102. 47. Avoid unproductive, ------------- -----unending tests © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    103. 103. Beware of the never-ending test! © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Decide on a test duration (2-4 weeks, depending on traffic volume) • Stick to two or three alternatives in a test wave • Consider the traffic volume • Higher volume, the faster you can reach significance • A/B best for low volume pages • MVT good for high volume pages
    104. 104. 48. Timing matters © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    105. 105. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Say NO! to sequential testing. • Isolate your tests to remove the possibility of confounding variables skewing your results and giving you bad data • Only run real-time, parallel tests • Sequential testing is a no-no!
    106. 106. 49. Don’t stop © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    107. 107. Scale your program methodically and effectively. © i-on interactive, inc. All rights reserved • www.ioninteractive.com opportunity conversion optimization • Determine areas of opportunity for testing • Decide where to test • Decide what to test • Create your test plan • Run your test • Analyze your test • Gather insight, learning & formulate the next hypothesis • Repeat!
    108. 108. 50. Landing pages should be ----- -----flexible and disposable © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    109. 109. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Your website vs. Your landing pages Expensive Time Intensive High Investment Inflexible Inexpensive Disposable Easy to Trash Agile
    110. 110. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We help brands create, test and optimize amazing landing pages. 90% of customers report positive ROI. Find out more: http://www.ioninteractive.com
    111. 111. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com
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