Landing Pages for the Real World, Conversion Conference, 2012
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Landing Pages for the Real World, Conversion Conference, 2012

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This presentation will focus on techniques for making great landing pages that are ideal for small businesses or sole proprietors who simply can't afford A/B and multi variate testing. You'll learn ...

This presentation will focus on techniques for making great landing pages that are ideal for small businesses or sole proprietors who simply can't afford A/B and multi variate testing. You'll learn how to use keywords effectively to decode user intent and then deliver a superior visitor experience without compromising search engine optimization.

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Landing Pages for the Real World, Conversion Conference, 2012 Landing Pages for the Real World, Conversion Conference, 2012 Presentation Transcript

  • Landing Pages for the Real World Jenny Halasz President Archology, Inc. @JennyHalasz
  • What is a Landing Page? @JennyHalasz
  • Rules of Usability and LPO• Considers users’ needs above all else• Identify key functions to perform• Design navigation according to needs• Adhere to fundamentals of user behavior• Test, Test, Test @JennyHalasz
  • @JennyHalasz
  • Statistical Principles• F-Shaped Pattern• Length of Content• Speed of Page• Sliders/Carousels @JennyHalasz
  • F-Shaped Pattern @JennyHalasz
  • Short and Sweet @JennyHalasz
  • Make it Fast @JennyHalasz
  • Stop Using Sliders and Carousels @JennyHalasz
  • Stop Using Sliders and Carousels• Too much information for the human brain• Banner blindness• Human eyes are drawn to motion• They’re easy to mess up – common mistakes:  Rotate too fast/slow  No navigation (or too small)  No call to action @JennyHalasz
  • Decode User Intent• The Right Way to Do Keyword Research• The Basic Buying Cycle• Types of Queries• Answering Implied or Expected Questions @JennyHalasz
  • The Right Way to Do Keyword Research• Minimize and separate jargon• Differentiating factors• Consider profit margins, seasonality, inventory… @JennyHalasz
  • The Right Way to Do Keyword Research• Meaning• Patterns (size, color, type, locality)• Questions and Linguistics @JennyHalasz
  • The Buying Cycle http://www.future-ink.com/blog/website-copywriting-to-increase-your-sales/ @JennyHalasz
  • Types of Queries• Informational  Typically broad, short phrases where general response is sought• Navigational  Specific websites or brands, concepts associated with a location• Transactional  Intent to take action, often long phrases with verb use common. @JennyHalasz
  • Answering Implied or Expected Questions• Product/Service  How does it work?  How much does it cost?  What types are available?• Brand/Name  What do others think? (reviews)  How does it compare? (competitors)  Where can I buy it? (location) @JennyHalasz
  • Conversion Principles• Eliminate Friction and Anxiety• Reduce Unsupervised Thought• Communicate Value Proposition• Motivate to Purchase @JennyHalasz
  • Friction @JennyHalasz
  • Friction @JennyHalasz
  • Friction @JennyHalasz
  • Anxiety @JennyHalasz
  • Anxiety @JennyHalasz
  • Unsupervised Thought @JennyHalasz
  • Supervised Thought @JennyHalasz
  • Motivation @JennyHalasz
  • Value Proposition @JennyHalasz
  • Motivation @JennyHalasz
  • Value Proposition @JennyHalasz
  • Calls to Action @JennyHalasz
  • Calls to Action @JennyHalasz
  • Additional Takeaways• Consider statistics• Use your instincts• Ask your friends• Test if you can @JennyHalasz
  • Thank You! Archology, Inc. @JennyHalasz