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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 navigat...
@JennyHalasz
Statistical Principles•   F-Shaped Pattern•   Length of Content•   Speed of Page•   Sliders/Carousels                     ...
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 t...
Decode User Intent•   The Right Way to Do Keyword Research•   The Basic Buying Cycle•   Types of Queries•   Answering Impl...
The Right Way to Do Keyword Research• Minimize and separate jargon• Differentiating factors• Consider profit margins, seas...
The Right Way to Do Keyword Research• Meaning• Patterns (size, color, type, locality)• Questions and Linguistics          ...
The Buying Cycle       http://www.future-ink.com/blog/website-copywriting-to-increase-your-sales/                         ...
Types of Queries• Informational   Typically broad, short phrases where general    response is sought• Navigational   Spe...
Answering Implied or Expected Questions• Product/Service   How does it work?   How much does it cost?   What types are ...
Conversion Principles•   Eliminate Friction and Anxiety•   Reduce Unsupervised Thought•   Communicate Value Proposition•  ...
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                  ...
Thank You!             Archology, Inc.                               @JennyHalasz
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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 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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Transcript of "Landing Pages for the Real World, Conversion Conference, 2012"

  1. 1. Landing Pages for the Real World Jenny Halasz President Archology, Inc. @JennyHalasz
  2. 2. What is a Landing Page? @JennyHalasz
  3. 3. 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
  4. 4. @JennyHalasz
  5. 5. Statistical Principles• F-Shaped Pattern• Length of Content• Speed of Page• Sliders/Carousels @JennyHalasz
  6. 6. F-Shaped Pattern @JennyHalasz
  7. 7. Short and Sweet @JennyHalasz
  8. 8. Make it Fast @JennyHalasz
  9. 9. Stop Using Sliders and Carousels @JennyHalasz
  10. 10. 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
  11. 11. Decode User Intent• The Right Way to Do Keyword Research• The Basic Buying Cycle• Types of Queries• Answering Implied or Expected Questions @JennyHalasz
  12. 12. The Right Way to Do Keyword Research• Minimize and separate jargon• Differentiating factors• Consider profit margins, seasonality, inventory… @JennyHalasz
  13. 13. The Right Way to Do Keyword Research• Meaning• Patterns (size, color, type, locality)• Questions and Linguistics @JennyHalasz
  14. 14. The Buying Cycle http://www.future-ink.com/blog/website-copywriting-to-increase-your-sales/ @JennyHalasz
  15. 15. 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
  16. 16. 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
  17. 17. Conversion Principles• Eliminate Friction and Anxiety• Reduce Unsupervised Thought• Communicate Value Proposition• Motivate to Purchase @JennyHalasz
  18. 18. Friction @JennyHalasz
  19. 19. Friction @JennyHalasz
  20. 20. Friction @JennyHalasz
  21. 21. Anxiety @JennyHalasz
  22. 22. Anxiety @JennyHalasz
  23. 23. Unsupervised Thought @JennyHalasz
  24. 24. Supervised Thought @JennyHalasz
  25. 25. Motivation @JennyHalasz
  26. 26. Value Proposition @JennyHalasz
  27. 27. Motivation @JennyHalasz
  28. 28. Value Proposition @JennyHalasz
  29. 29. Calls to Action @JennyHalasz
  30. 30. Calls to Action @JennyHalasz
  31. 31. Additional Takeaways• Consider statistics• Use your instincts• Ask your friends• Test if you can @JennyHalasz
  32. 32. Thank You! Archology, Inc. @JennyHalasz
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