50 Landing Page Best Practices

LANDING PAGE BEST PRACTICES Strategies for Conversion-Focused Landing Pages info@ioninteractive.com @ioninteractive twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

Who we are: ion interactive What we do:Landing page software & services Why it matters: 3x better conversion average Who we do it for: Companies large and small twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@jsscacollier:First tip! Landing pages ≠ your site. Your websiteis usually meant for general browsing, while mostlanding pages are specific. Website ≠ Landing Pagetwitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier:The best landing pages are campaign-specific.Sharpen your focus by launching specific landingpages for each offer.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier: Landing pages should also be source-specific. Cater your landing pages to the needs of visitors from each specific source for higher conversion.PPC Landing Page Social Landing Page twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@jsscacollier: Set up a grading scale to help you consistently grade or rate the quality of your visitors across your campaigns.Grade A Grade B Grade C twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@jsscacollier:ABT: Always Be Testing! Incremental testingis a core component of successful landing pages. ‣ Successful landing pages weren’t born that way: they’ve gone through many rounds of testing and optimization. ‣ Use A/B testing to find winners, and multivariate testing (MVT) to test page elements like images, widgets, and copy.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier: Integrate your landing pages into your big-picture strategy to ensure a seamless transition and build a solid foundation for sales.‣ Share your landing pages with your colleagues to continue the conversation‣ Integrate your landing page program with your CRM for insights into visitor behavior twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@jsscacollier: Differentiate your landing pages from those of your competitors and compel your visitors to take action. Answer the question: “Why you?”Stand Out‣ Strong headlines that pique your visitors’ interest‣ Distinguishable branding: tasteful use of colors and logos‣ A unique offer that matches the needs of your target audience twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@jsscacollier:Landing pages are often a visitors’ first exposureto your brand. Work to eliminate brandinconsistencies, bad links, or expired information. Here, a strong brand statement is incorporated into the Center for Arts & Technology’s landing pages in order to attract their target segment.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier:The world of online marketing operates in-the-moment. Make sure that your landing pages andoffers are up-to-date and relevant. Your holiday won’t convert well in July. Redirect your traffic to the latest offer.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier:Keep it above the fold: all of your importantpage content (forms, calls to action, and USP’s)should be located near the top half of the page. ‣ The ‘Fold’: The point on your landing page where visitors must scroll down to see more. ‣ Keep everything important on top!twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier:Less about you, more about them: benefit-drivencopy answers the question, “What’s in it for me?” Benefit-Driven Copy: ‣ Tells your prospects what your product, service, and/or offer can do for them. ‣ Often used to describe how features can solve a common problem, save time, or save money. ‣ To be effective, your page must be targeted.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier: The number of mobile page visits will only increase in the near future; provide alternative mobile pages to grab leads on-the-go!‣ Mobile optimization‣ Automatic mobilization twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@jsscacollier:Test social widgets on your landing pages toprovide “social proof”, or testimonials for thetwenty-first century. ‣ Facebook friend photos give a credibility to your page ‣ Twitter feeds keep visitors up-to-date with current brand events Social Widgettwitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier:Localizing your landing pages is a great way toadd a personalized touch and make your siteaccessible to visitors hailing from afar.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier: Your goals should drive your landing page and design, not vice-versa. Treat each landing page as a hypothesis then “prove” it. ‣ Determine your goal ‣ Develop landing pages to facilitate your goal ‣ Refine page elements by removing poor performers and promoting winnerstwitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: It’s time to stop thinking pages and start thinking experiences. Let your offer govern which type of experience you’ll create for your visitors. Interactive content is a great way to display valuable content in a compact format.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: Next tip! Ensure proper message match by keeping your page elements and ad text copy closely tied together.Product KeywordBrand KeywordNeed Keyword Keyword-Targeted Landing Pages twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@timpaskowski: Incorporate the search terms that your visitors use to find your ads–and ultimately your brand– in your landing pages. Orlando University Atlanta Universitytwitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: A sharpened focus on your conversion goal can lend to higher conversion rates. 31% increase in conversionstwitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: Don’t make your visitors jump through hoops! Streamline the experience by eliminating any unnecessary hurdles. ‣ This form has an initial “one step” data entry field, and also shows the user that they are on step 1 of 3. ‣ Mapping out the length of forms is a great way to retain users by giving them the sense of accomplishment once they finish a section of any given form.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: Where are my UI fans? A lot of thought goes into designing great user-centric interfaces for your visitors. What do your visitors want to see? Build Observe ChallengeFocus on what yourtarget audience Promote winningwants to accomplish. Put your visitors in the page elements andHow can your page driver’s seat. eliminate potentialhelp to make that obstacles.possible? twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@timpaskowski: 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! ‣ A clear call to action makes it abundantly clear how to proceed.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: Streamline your forms! Have you ever filled out a long form–on paper or online–and asked yourself, “why do they need to know this?” ‣ Only include those fields absolutely necessary to convert.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: If a picture is worth a thousand words, then an image that directs visitors towards your conversion goal is worth the extra load time.‣ Directional cues allow visitors to easily find their conversion goal.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: Don’t forget your pitch! A clear value proposition helps clearly define your product or service and attracts higher-quality leads. ‣ What makes you great? ‣ What do I get?twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: Your landing page has precious few seconds to keep your visitors’ attention. Ensure that you have a strong, captivating headline to pull them in.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: Don’t forget to say ‘thank you’! The oft-neglected thank you page can both engage visitors and ‘prime’ your leads for the sales call. The Dynamic Role of Confirmation Pages ‣ Reinforce e-commerce decisions ‣ Prepare leads to receive a call ‣ Prioritize leads ‣ Add supplementary calls-to-actiontwitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: Keep your promises! This includes fulfilling the ad with a relevant page, and providing any content or access that was promised thereafter. Giving Your Visitors What They Want‣ Ensure that your ad text matches your landing page.‣ Fulfill any promises made on the landing page. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@timpaskowski: Credibility is king. If your page doesn’t appear legitimate, or if you’re asking for irrelevant personal data, don’t expect a conversion miracle. A simple promise can go a long way in lending credibility to your page. Your personal information, including your email address, will be held in the strictest of confidence and will never be shared with anyone.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: Use gain-focused or “value” buttons instead of effort-focused buttons. Words like “get” imply little effort; words like “start now” require action.Gained-Focused or Effort-Focused“Value” Button Text Button Text Get Submit View Start Enjoy Activate Discover Learn See Pay Play Gotwitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: Segmentation is a great way to provide your visitors with a more targeted landing experience. Make segmentation choices worthwhile for users.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: Avoid choice paralysis by providing your visitors with an intuitive, limited choice set. Ask your visitors to make choices that feel “natural”. A B 13% increase in conversionstwitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: Don’t be afraid to show your product! For services, this may mean demonstrating results, offering case studies or testimonials. Testimonials demonstrating real-world results can be an effective way to communicate the relative value of an intangible.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@timpaskowski: Avoid information overload by limiting the content on your page to only that which will help a visitor decide to take the next step and convert.‣ Use widgets like Tabbed Content to display lots of content in a relatively compact form. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@timpaskowski: We love interactive content! Add excitement to your page and display valuable content in creative ways with visually-stimulating elements.‣ Use lightboxes to display content where page real-estate is at a premium. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@timpaskowski: Your landing pages should captivate your audience. Test different types of interactive content and push the creative envelope. Interactive ContentInteresting Exciting Offer Headline Benefit-Driven Button Text Relevant Imagery twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@timpaskowski: Quality matters to your visitors. Use of high-quality imagery and fonts conveys a strong message about your brand and product.high quality+ accurately showcases products+ lends to credibility and confidence- increases page load time- not always optimal for mobilereduced quality- can appear dated- negatively impacts first impressions+ loads fast (fewer bounces) twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@timpaskowski: Two words can sum up our whole discussion on creating a landing experience: design matters. Learn it, love it, and live it!twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier:Start your tests by aligning your landing pagetesting objectives with your overall marketingstrategy. Then, determine your desired outcome. Potential Testing Outcomes: ‣ Higher conversion rates ‣ A better understanding of your target segment(s) ‣ Expose new opportunitiestwitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier: Once you have determined your desired outcomes, methodically plan your tests: sources, types of tests, page elements, and next steps. single page, A/B split testing segmentation MVT testing no testing an easy way to start testing test different often based on optimizing your pages. gain valuable page elements, copy, judgment or knowledge about your calls-to-action, offers,past performance, test different versions visitors. discover new and interactive no comparative of your landing segments and deliver content. data gained. page experience targeted messaging to determine a winner. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@jsscacollier:Gather your tools and dig through theexisting data to see whether you can uncoverany actionable insights. Before you get started, take a look at: ‣ Website Analytics ‣ Time on site ‣ Top-performing pages ‣ Paid search campaign results ‣ Top-performing ad groups ‣ Marketing Collateral ‣ Imagery and brand standards ‣ Testimonials from salestwitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier:Although it’s tempting to declare a winner rightaway, wait for statistical confidence before youstart diverting any traffic to one particular page. 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.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier:Remember that online testing is cyclical: it’sdone in a wave pattern consisting ofinnovations and iterations. 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 fieldstwitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier: While A/B testing is arguably both the easiest and most common form of landing page testing, it’s important to incorporate both A/B and MVT. Multivariate Testing Ideas1 3 1 Headlines and sub-headlines 2 2 Imagery 3 Calls-to-action, form fields 4 Interactive content 5 4 5 Body copy 6 6 Social content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@jsscacollier:Remember that innovation cycles–using A/Btesting–should test pages that are significantlydifferent.A B Ctwitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier: Beware of the never-ending test! Testing too many alternatives at once can result in extremely long and rather unproductive test cycles.Consider the amount of traffic that youare sending to your landing pages.‣ The higher the traffic volume, the faster you can reach significance.‣ Traffic volume also moderates the type of testing that you choose.‣ Testing many different page elements at once requires a multivariate test with a higher traffic volume. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@jsscacollier:It’s important to make sure that you only comparethose results that came from the same sourceat the same time. Isolate your results! Isolating your tests removes the possibility that confounding variables can skew your results and give you bad data.twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.

@jsscacollier: One of the best things about landing pages is that they are flexible and disposable. Today’s high-performer could be tomorrow’s passé page.‣ One of the best things about landing pages is that they are highly disposable. ‣ Never stay married to one particular design, template, or style.‣ Go for the landing page that offers the highest efficiency for your campaign.‣ Victories are to be celebrated, but a testing failure is not a total disaster. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@jsscacollier: On that note, keep on testing! Don’t let one or two disappointing results discourage you; learn and move on quickly!If you’ve reached a testing plateau,try these innovative ideas: conversion optimization✓ Alter your segmentation strategy✓ Change your segments opportunity✓ Switch the form-factor of your landing page✓ Experiment with interactive content on your pages twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

@jsscacollier: Finally, the best way to create a diverse testing program is with LiveBall’s intuitive, code-free landing page management solution. create publish test analyzelanding pages, go live with the instantly launch rich, real-time microsites, click of a mouse. A/B and MVT reporting social pages, tests. capabilities page parts, and more. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

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50 Landing Page Best Practices

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