Landing Pages
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Landing Pages

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Landing Pages Landing Pages Presentation Transcript

  • Landing Pages Marc Uhlig
  • Agenda
    • Introduction
    • Definitions
    • What's not a landing page
    • Got there – And now?
    • Landing page conversions
    • Four Steps of the Conversion Process
    • The Six Steps of Landing Page Design
    • 5 Big Mistakes in Landing Page Design
    • Examples
    • Eyetracking Landing Page Study
    • Conversion Rates—Landing Page Tweaks
    • Suggested reading material
    06/04/09 Landing Pages - Marc Uhlig
  • Introduction – Why even bother?
    • Competitive advantage
    • Increase ROI
    • Become a rock star to your boss or clients
    06/04/09 Landing Pages - Marc Uhlig
  • Definitions
    • Above the fold
    • Action/Conversion action
    • Below the fold
    • Clickthrough
    • Conversions
    • Dynamic landing pages
    • Gateway page
    06/04/09 Landing Pages - Marc Uhlig
  • Definitions
    • Hero shot
    • Fake hero shot
    • Landing page
    • Paid search
    • Redirect
    • Search engine optimization or SEO
    • Usability
    06/04/09 Landing Pages - Marc Uhlig
  • What's not a landing page
    • Splash pages
    • Bridge pages
    • Jump pages
    • Microsites
    06/04/09 Landing Pages - Marc Uhlig
  • Got there – And now?
    • Do a bunch of reading
    • Type their name and address
    • Hand over a phone number
    • Give an email
    • Dig out a credit car
    • Pay for something
    06/04/09 Landing Pages - Marc Uhlig
  • Landing page conversions 06/04/09 Landing Pages - Marc Uhlig Search Free offers Conversion Rates Organic Search (non-optimized) 4.10% Organic Search (optimized) 6.10% Organic Search Average 4.40% Pay per Click 3.90% Search Buy now offers Conversion Rates Organic Search 1.99% Paid Inclusion 1.42% Pay per Click 1.38% Emails to House Lists Free offers Conversion Rates Business to Consumer 11.31% Business to Business 10.21%
  • Landing page conversions 06/04/09 Landing Pages - Marc Uhlig Email to House Lists Buy now offers Conversion Rates Business to Consumer 7.63% Business to Business 5.67% Emails to 3rd Party Lists Free offers Conversion Rates Business to Consumer 4.47% Business to Business 5.23% Email to 3rd Party Lists Buy now offers Conversion Rates Business to Consumer 0.97% Business to Business 0.85%
  • Four Steps of the Conversion Process: How a Visitor Experiences Your Landing Page 06/04/09 Landing Pages - Marc Uhlig
  • Stage one – 0-8 seconds
    • Should I bail?
    • Am I in the right place?
    • Does this match what I was expecting/hoping to see?
    • Should I bother to read the copy
    • Should I click away immediately?
    06/04/09 Landing Pages - Marc Uhlig
  • Stage two – A few seconds to a couple of minutes
    • Should I accept this offer?
    06/04/09 Landing Pages - Marc Uhlig
  • Stage three
    • Conversion attempt
    06/04/09 Landing Pages - Marc Uhlig
  • Stage four
    • Conversion success
    06/04/09 Landing Pages - Marc Uhlig
  • The Six Steps of Landing Page Design - Step one
    • Conversion definition
      • Sale
      • Lead
      • Time
      • Relationship
      • Membership
      • Viral outreach
    06/04/09 Landing Pages - Marc Uhlig
  • The Six Steps of Landing Page Design – Step two
    • Selecting URLs
      • comapny.com/sale/product
      • company.com/specialoffers/product
      • company.com/event/product
      • company.com/category/product
      • company.com/brand/product
    06/04/09 Landing Pages - Marc Uhlig
  • The Six Steps of Landing Page Design – Step three
    • Demographic research
      • Create profile of perfect converter
        • Probably more than one
        • Target converter with biggest market potential
          • Copy won’t work for multiple demographics
    06/04/09 Landing Pages - Marc Uhlig
  • The Six Steps of Landing Page Design – Step four
    • Graphic elements, layout, and form design
      • List of all necessary elements
        • Determine size and placement
    06/04/09 Landing Pages - Marc Uhlig
  • The Six Steps of Landing Page Design – Step five
    • Copywriting in three steps
      • Headline
        • Reference to referring page
      • Call to action
        • Test against headline
      • Body copy
        • subheads, bulleted lists, guarantees, testimonials, explanations and descriptions, etc.
    • "Can this be said more concisely, yet as effectively?"
    06/04/09 Landing Pages - Marc Uhlig
  • The Six Steps of Landing Page Design – Step six
    • Testing, measuring, and tweaking
      • Conversion rate
      • Customer lifetime
    06/04/09 Landing Pages - Marc Uhlig
  • 5 Big Mistakes in Landing Page Design - Mistake one
    • Hard-to-read type
    06/04/09 Landing Pages - Marc Uhlig
  • 5 Big Mistakes in Landing Page Design – Mistake two
    • Navigation bar from your regular Web site
    06/04/09 Landing Pages - Marc Uhlig
  • 5 Big Mistakes in Landing Page Design – Mistake three
    • Click here to start the conversion process
      • Every hurdle will decrease conversion rate
    06/04/09 Landing Pages - Marc Uhlig
  • 5 Big Mistakes in Landing Page Design – Mistake four
    • Scary forms
    06/04/09 Landing Pages - Marc Uhlig
  • 5 Big Mistakes in Landing Page Design – Mistake five
    • Copy and graphics unrelated to the offer
    06/04/09 Landing Pages - Marc Uhlig
  • 5 Big Mistakes in Landing Page Design - Bonus mistake
    • Landing pages that don't match campaign creative
    06/04/09 Landing Pages - Marc Uhlig
  • Old 5% Conversion Landing Page 06/04/09 Landing Pages - Marc Uhlig
  • Revised 15% Conversion Landing Page 06/04/09 Landing Pages - Marc Uhlig
  • Palo Alto Software Old & New Landing Pages 06/04/09 Landing Pages - Marc Uhlig
  • Eyetracking Landing Page Study - How to read a heatmap 06/04/09 Landing Pages - Marc Uhlig
  • Eyetracking Landing Page Study - Lesson one
    • Visitors briefly scan — not read — pages
      • The average American reads 50 words in 20 seconds, but not in order
      • Visitors' eyes are a lot like hummingbirds flickering through a garden
    06/04/09 Landing Pages - Marc Uhlig
  • Eyetracking Landing Page Study - Lesson two
    • The upper left corner is always looked at
      • Glance at spot where logo usually is
      • Slight downward drift
        • Screen real estate directly below logo is high value property
    06/04/09 Landing Pages - Marc Uhlig
  • Eyetracking Landing Page Study - Lesson three
    • People look at people
      • Eyes are drawn to human faces
    06/04/09 Landing Pages - Marc Uhlig
  • Eyetracking Landing Page Study - Lesson four
    • Keep hero shot on the left side
    06/04/09 Landing Pages - Marc Uhlig
  • Eyetracking Landing Page Study - Lesson five
    • People read captions — but not all of the regular copy
      • Duplicate your conversion offer
    06/04/09 Landing Pages - Marc Uhlig
  • Eyetracking Landing Page Study - Lesson six
    • Navigation bars waste valuable visitor attention
    06/04/09 Landing Pages - Marc Uhlig
  • Eyetracking Landing Page Study - Lesson seven
    • Hotlink wording can affect page-readership and conversions
      • Treated less as a thing for clicking and more as an informational tool
      • Pages without hyperlinked text get much closer examination
      • Yes or no depends on demographics
        • Gender etc.
    06/04/09 Landing Pages - Marc Uhlig
  • Left & Right Swap 1A 06/04/09 Landing Pages - Marc Uhlig
  • Left & Right Swap 1B 06/04/09 Landing Pages - Marc Uhlig
  • Text Emphasis & Trust Mark 2A 06/04/09 Landing Pages - Marc Uhlig
  • Text Emphasis & Trust Mark 2B 06/04/09 Landing Pages - Marc Uhlig
  • Headlines & Scrolling 3A 06/04/09 Landing Pages - Marc Uhlig
  • Headlines & Scrolling 3B 06/04/09 Landing Pages - Marc Uhlig
  • Use of Links in Text 4A 06/04/09 Landing Pages - Marc Uhlig
  • Use of Links in Text 4B 06/04/09 Landing Pages - Marc Uhlig
  • Reading Headlines 5A 06/04/09 Landing Pages - Marc Uhlig
  • Reading Headlines 5B 06/04/09 Landing Pages - Marc Uhlig
  • Font Size 6A 06/04/09 Landing Pages - Marc Uhlig
  • Font Size 6B 06/04/09 Landing Pages - Marc Uhlig
  • Conversion Rates—Landing Page Tweaks 06/04/09 Landing Pages - Marc Uhlig
  • Net Words: Creating High-Impact Online Copy by Nick Usborne 06/04/09 Landing Pages - Marc Uhlig
  • Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by Steve Krug 06/04/09 Landing Pages - Marc Uhlig
  • MarketingSherpa's Landing Page Handbook 06/04/09 Landing Pages - Marc Uhlig
  • Thank you very much Marc Uhlig [email_address] 06/04/09 Landing Pages - Marc Uhlig