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Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
Landing Pages
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Landing Pages
Landing Pages
Landing Pages
Landing Pages
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Landing Pages

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    1. Landing Pages Marc Uhlig
    2. Agenda <ul><li>Introduction </li></ul><ul><li>Definitions </li></ul><ul><li>What's not a landing page </li></ul><ul><li>Got there – And now? </li></ul><ul><li>Landing page conversions </li></ul><ul><li>Four Steps of the Conversion Process </li></ul><ul><li>The Six Steps of Landing Page Design </li></ul><ul><li>5 Big Mistakes in Landing Page Design </li></ul><ul><li>Examples </li></ul><ul><li>Eyetracking Landing Page Study </li></ul><ul><li>Conversion Rates—Landing Page Tweaks </li></ul><ul><li>Suggested reading material </li></ul>06/04/09 Landing Pages - Marc Uhlig
    3. Introduction – Why even bother? <ul><li>Competitive advantage </li></ul><ul><li>Increase ROI </li></ul><ul><li>Become a rock star to your boss or clients </li></ul>06/04/09 Landing Pages - Marc Uhlig
    4. Definitions <ul><li>Above the fold </li></ul><ul><li>Action/Conversion action </li></ul><ul><li>Below the fold </li></ul><ul><li>Clickthrough </li></ul><ul><li>Conversions </li></ul><ul><li>Dynamic landing pages </li></ul><ul><li>Gateway page </li></ul>06/04/09 Landing Pages - Marc Uhlig
    5. Definitions <ul><li>Hero shot </li></ul><ul><li>Fake hero shot </li></ul><ul><li>Landing page </li></ul><ul><li>Paid search </li></ul><ul><li>Redirect </li></ul><ul><li>Search engine optimization or SEO </li></ul><ul><li>Usability </li></ul>06/04/09 Landing Pages - Marc Uhlig
    6. What's not a landing page <ul><li>Splash pages </li></ul><ul><li>Bridge pages </li></ul><ul><li>Jump pages </li></ul><ul><li>Microsites </li></ul>06/04/09 Landing Pages - Marc Uhlig
    7. Got there – And now? <ul><li>Do a bunch of reading </li></ul><ul><li>Type their name and address </li></ul><ul><li>Hand over a phone number </li></ul><ul><li>Give an email </li></ul><ul><li>Dig out a credit car </li></ul><ul><li>Pay for something </li></ul>06/04/09 Landing Pages - Marc Uhlig
    8. 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%
    9. 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%
    10. Four Steps of the Conversion Process: How a Visitor Experiences Your Landing Page 06/04/09 Landing Pages - Marc Uhlig
    11. Stage one – 0-8 seconds <ul><li>Should I bail? </li></ul><ul><li>Am I in the right place? </li></ul><ul><li>Does this match what I was expecting/hoping to see? </li></ul><ul><li>Should I bother to read the copy </li></ul><ul><li>Should I click away immediately? </li></ul>06/04/09 Landing Pages - Marc Uhlig
    12. Stage two – A few seconds to a couple of minutes <ul><li>Should I accept this offer? </li></ul>06/04/09 Landing Pages - Marc Uhlig
    13. Stage three <ul><li>Conversion attempt </li></ul>06/04/09 Landing Pages - Marc Uhlig
    14. Stage four <ul><li>Conversion success </li></ul>06/04/09 Landing Pages - Marc Uhlig
    15. The Six Steps of Landing Page Design - Step one <ul><li>Conversion definition </li></ul><ul><ul><li>Sale </li></ul></ul><ul><ul><li>Lead </li></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><li>Relationship </li></ul></ul><ul><ul><li>Membership </li></ul></ul><ul><ul><li>Viral outreach </li></ul></ul>06/04/09 Landing Pages - Marc Uhlig
    16. The Six Steps of Landing Page Design – Step two <ul><li>Selecting URLs </li></ul><ul><ul><li>comapny.com/sale/product </li></ul></ul><ul><ul><li>company.com/specialoffers/product </li></ul></ul><ul><ul><li>company.com/event/product </li></ul></ul><ul><ul><li>company.com/category/product </li></ul></ul><ul><ul><li>company.com/brand/product </li></ul></ul>06/04/09 Landing Pages - Marc Uhlig
    17. The Six Steps of Landing Page Design – Step three <ul><li>Demographic research </li></ul><ul><ul><li>Create profile of perfect converter </li></ul></ul><ul><ul><ul><li>Probably more than one </li></ul></ul></ul><ul><ul><ul><li>Target converter with biggest market potential </li></ul></ul></ul><ul><ul><ul><ul><li>Copy won’t work for multiple demographics </li></ul></ul></ul></ul>06/04/09 Landing Pages - Marc Uhlig
    18. The Six Steps of Landing Page Design – Step four <ul><li>Graphic elements, layout, and form design </li></ul><ul><ul><li>List of all necessary elements </li></ul></ul><ul><ul><ul><li>Determine size and placement </li></ul></ul></ul>06/04/09 Landing Pages - Marc Uhlig
    19. The Six Steps of Landing Page Design – Step five <ul><li>Copywriting in three steps </li></ul><ul><ul><li>Headline </li></ul></ul><ul><ul><ul><li>Reference to referring page </li></ul></ul></ul><ul><ul><li>Call to action </li></ul></ul><ul><ul><ul><li>Test against headline </li></ul></ul></ul><ul><ul><li>Body copy </li></ul></ul><ul><ul><ul><li>subheads, bulleted lists, guarantees, testimonials, explanations and descriptions, etc. </li></ul></ul></ul><ul><li>&quot;Can this be said more concisely, yet as effectively?&quot; </li></ul>06/04/09 Landing Pages - Marc Uhlig
    20. The Six Steps of Landing Page Design – Step six <ul><li>Testing, measuring, and tweaking </li></ul><ul><ul><li>Conversion rate </li></ul></ul><ul><ul><li>Customer lifetime </li></ul></ul>06/04/09 Landing Pages - Marc Uhlig
    21. 5 Big Mistakes in Landing Page Design - Mistake one <ul><li>Hard-to-read type </li></ul>06/04/09 Landing Pages - Marc Uhlig
    22. 5 Big Mistakes in Landing Page Design – Mistake two <ul><li>Navigation bar from your regular Web site </li></ul>06/04/09 Landing Pages - Marc Uhlig
    23. 5 Big Mistakes in Landing Page Design – Mistake three <ul><li>Click here to start the conversion process </li></ul><ul><ul><li>Every hurdle will decrease conversion rate </li></ul></ul>06/04/09 Landing Pages - Marc Uhlig
    24. 5 Big Mistakes in Landing Page Design – Mistake four <ul><li>Scary forms </li></ul>06/04/09 Landing Pages - Marc Uhlig
    25. 5 Big Mistakes in Landing Page Design – Mistake five <ul><li>Copy and graphics unrelated to the offer </li></ul>06/04/09 Landing Pages - Marc Uhlig
    26. 5 Big Mistakes in Landing Page Design - Bonus mistake <ul><li>Landing pages that don't match campaign creative </li></ul>06/04/09 Landing Pages - Marc Uhlig
    27. Old 5% Conversion Landing Page 06/04/09 Landing Pages - Marc Uhlig
    28. Revised 15% Conversion Landing Page 06/04/09 Landing Pages - Marc Uhlig
    29. Palo Alto Software Old & New Landing Pages 06/04/09 Landing Pages - Marc Uhlig
    30. Eyetracking Landing Page Study - How to read a heatmap 06/04/09 Landing Pages - Marc Uhlig
    31. Eyetracking Landing Page Study - Lesson one <ul><li>Visitors briefly scan — not read — pages </li></ul><ul><ul><li>The average American reads 50 words in 20 seconds, but not in order </li></ul></ul><ul><ul><li>Visitors' eyes are a lot like hummingbirds flickering through a garden </li></ul></ul>06/04/09 Landing Pages - Marc Uhlig
    32. Eyetracking Landing Page Study - Lesson two <ul><li>The upper left corner is always looked at </li></ul><ul><ul><li>Glance at spot where logo usually is </li></ul></ul><ul><ul><li>Slight downward drift </li></ul></ul><ul><ul><ul><li>Screen real estate directly below logo is high value property </li></ul></ul></ul>06/04/09 Landing Pages - Marc Uhlig
    33. Eyetracking Landing Page Study - Lesson three <ul><li>People look at people </li></ul><ul><ul><li>Eyes are drawn to human faces </li></ul></ul>06/04/09 Landing Pages - Marc Uhlig
    34. Eyetracking Landing Page Study - Lesson four <ul><li>Keep hero shot on the left side </li></ul>06/04/09 Landing Pages - Marc Uhlig
    35. Eyetracking Landing Page Study - Lesson five <ul><li>People read captions — but not all of the regular copy </li></ul><ul><ul><li>Duplicate your conversion offer </li></ul></ul>06/04/09 Landing Pages - Marc Uhlig
    36. Eyetracking Landing Page Study - Lesson six <ul><li>Navigation bars waste valuable visitor attention </li></ul>06/04/09 Landing Pages - Marc Uhlig
    37. Eyetracking Landing Page Study - Lesson seven <ul><li>Hotlink wording can affect page-readership and conversions </li></ul><ul><ul><li>Treated less as a thing for clicking and more as an informational tool </li></ul></ul><ul><ul><li>Pages without hyperlinked text get much closer examination </li></ul></ul><ul><ul><li>Yes or no depends on demographics </li></ul></ul><ul><ul><ul><li>Gender etc. </li></ul></ul></ul>06/04/09 Landing Pages - Marc Uhlig
    38. Left & Right Swap 1A 06/04/09 Landing Pages - Marc Uhlig
    39. Left & Right Swap 1B 06/04/09 Landing Pages - Marc Uhlig
    40. Text Emphasis & Trust Mark 2A 06/04/09 Landing Pages - Marc Uhlig
    41. Text Emphasis & Trust Mark 2B 06/04/09 Landing Pages - Marc Uhlig
    42. Headlines & Scrolling 3A 06/04/09 Landing Pages - Marc Uhlig
    43. Headlines & Scrolling 3B 06/04/09 Landing Pages - Marc Uhlig
    44. Use of Links in Text 4A 06/04/09 Landing Pages - Marc Uhlig
    45. Use of Links in Text 4B 06/04/09 Landing Pages - Marc Uhlig
    46. Reading Headlines 5A 06/04/09 Landing Pages - Marc Uhlig
    47. Reading Headlines 5B 06/04/09 Landing Pages - Marc Uhlig
    48. Font Size 6A 06/04/09 Landing Pages - Marc Uhlig
    49. Font Size 6B 06/04/09 Landing Pages - Marc Uhlig
    50. Conversion Rates—Landing Page Tweaks 06/04/09 Landing Pages - Marc Uhlig
    51. Net Words: Creating High-Impact Online Copy by Nick Usborne 06/04/09 Landing Pages - Marc Uhlig
    52. Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by Steve Krug 06/04/09 Landing Pages - Marc Uhlig
    53. MarketingSherpa's Landing Page Handbook 06/04/09 Landing Pages - Marc Uhlig
    54. Thank you very much Marc Uhlig [email_address] 06/04/09 Landing Pages - Marc Uhlig

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