Landing Pages Marc Uhlig
Agenda <ul><li>Introduction </li></ul><ul><li>Definitions </li></ul><ul><li>What's not a landing page </li></ul><ul><li>Go...
Introduction – Why even bother? <ul><li>Competitive advantage </li></ul><ul><li>Increase ROI </li></ul><ul><li>Become a ro...
Definitions <ul><li>Above the fold </li></ul><ul><li>Action/Conversion action </li></ul><ul><li>Below the fold </li></ul><...
Definitions <ul><li>Hero shot </li></ul><ul><li>Fake hero shot </li></ul><ul><li>Landing page </li></ul><ul><li>Paid searc...
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><...
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 ov...
Landing page conversions 06/04/09 Landing Pages - Marc Uhlig Search Free offers  Conversion Rates Organic Search (non-opti...
Landing page conversions 06/04/09 Landing Pages - Marc Uhlig Email to House Lists Buy now offers  Conversion Rates Busines...
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 <ul><li>Should I bail? </li></ul><ul><li>Am I in the right place? </li></ul><ul><li>Does this matc...
Stage two – A few seconds to a couple of minutes <ul><li>Should I accept this offer? </li></ul>06/04/09 Landing Pages - Ma...
Stage three <ul><li>Conversion attempt </li></ul>06/04/09 Landing Pages - Marc Uhlig
Stage four <ul><li>Conversion success </li></ul>06/04/09 Landing Pages - Marc Uhlig
The Six Steps of Landing Page Design - Step one <ul><li>Conversion definition </li></ul><ul><ul><li>Sale </li></ul></ul><u...
The Six Steps of Landing Page Design – Step two <ul><li>Selecting URLs </li></ul><ul><ul><li>comapny.com/sale/product </li...
The Six Steps of Landing Page Design – Step three <ul><li>Demographic research </li></ul><ul><ul><li>Create profile of per...
The Six Steps of Landing Page Design – Step four <ul><li>Graphic elements, layout, and form design </li></ul><ul><ul><li>L...
The Six Steps of Landing Page Design – Step five <ul><li>Copywriting in three steps </li></ul><ul><ul><li>Headline </li></...
The Six Steps of Landing Page Design – Step six <ul><li>Testing, measuring, and tweaking </li></ul><ul><ul><li>Conversion ...
5 Big Mistakes in Landing Page Design - Mistake one <ul><li>Hard-to-read type </li></ul>06/04/09 Landing Pages - Marc Uhlig
5 Big Mistakes in Landing Page Design – Mistake two <ul><li>Navigation bar from your regular Web site </li></ul>06/04/09 L...
5 Big Mistakes in Landing Page Design – Mistake three <ul><li>Click here to start the conversion process </li></ul><ul><ul...
5 Big Mistakes in Landing Page Design – Mistake four <ul><li>Scary forms </li></ul>06/04/09 Landing Pages - Marc Uhlig
5 Big Mistakes in Landing Page Design – Mistake five <ul><li>Copy and graphics unrelated to the offer </li></ul>06/04/09 L...
5 Big Mistakes in Landing Page Design - Bonus mistake <ul><li>Landing pages that don't match campaign creative </li></ul>0...
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 <ul><li>Visitors briefly scan — not read — pages </li></ul><ul><ul><li>The ave...
Eyetracking Landing Page Study - Lesson two <ul><li>The upper left corner is always looked at </li></ul><ul><ul><li>Glance...
Eyetracking Landing Page Study - Lesson three <ul><li>People look at people </li></ul><ul><ul><li>Eyes are drawn to human ...
Eyetracking Landing Page Study - Lesson four <ul><li>Keep hero shot on the left side </li></ul>06/04/09 Landing Pages - Ma...
Eyetracking Landing Page Study - Lesson five <ul><li>People read captions — but not all of the regular copy </li></ul><ul>...
Eyetracking Landing Page Study - Lesson six <ul><li>Navigation bars waste valuable visitor attention </li></ul>06/04/09 La...
Eyetracking Landing Page Study - Lesson seven <ul><li>Hotlink wording can affect page-readership and conversions </li></ul...
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
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  • Transcript of "Landing Pages"

    1. 1. Landing Pages Marc Uhlig
    2. 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. 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. 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. 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. 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. 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. 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. 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. 10. Four Steps of the Conversion Process: How a Visitor Experiences Your Landing Page 06/04/09 Landing Pages - Marc Uhlig
    11. 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. 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. 13. Stage three <ul><li>Conversion attempt </li></ul>06/04/09 Landing Pages - Marc Uhlig
    14. 14. Stage four <ul><li>Conversion success </li></ul>06/04/09 Landing Pages - Marc Uhlig
    15. 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. 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. 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. 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. 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. 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. 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. 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. 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. 24. 5 Big Mistakes in Landing Page Design – Mistake four <ul><li>Scary forms </li></ul>06/04/09 Landing Pages - Marc Uhlig
    25. 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. 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. 27. Old 5% Conversion Landing Page 06/04/09 Landing Pages - Marc Uhlig
    28. 28. Revised 15% Conversion Landing Page 06/04/09 Landing Pages - Marc Uhlig
    29. 29. Palo Alto Software Old & New Landing Pages 06/04/09 Landing Pages - Marc Uhlig
    30. 30. Eyetracking Landing Page Study - How to read a heatmap 06/04/09 Landing Pages - Marc Uhlig
    31. 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. 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. 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. 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. 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. 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. 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. 38. Left & Right Swap 1A 06/04/09 Landing Pages - Marc Uhlig
    39. 39. Left & Right Swap 1B 06/04/09 Landing Pages - Marc Uhlig
    40. 40. Text Emphasis & Trust Mark 2A 06/04/09 Landing Pages - Marc Uhlig
    41. 41. Text Emphasis & Trust Mark 2B 06/04/09 Landing Pages - Marc Uhlig
    42. 42. Headlines & Scrolling 3A 06/04/09 Landing Pages - Marc Uhlig
    43. 43. Headlines & Scrolling 3B 06/04/09 Landing Pages - Marc Uhlig
    44. 44. Use of Links in Text 4A 06/04/09 Landing Pages - Marc Uhlig
    45. 45. Use of Links in Text 4B 06/04/09 Landing Pages - Marc Uhlig
    46. 46. Reading Headlines 5A 06/04/09 Landing Pages - Marc Uhlig
    47. 47. Reading Headlines 5B 06/04/09 Landing Pages - Marc Uhlig
    48. 48. Font Size 6A 06/04/09 Landing Pages - Marc Uhlig
    49. 49. Font Size 6B 06/04/09 Landing Pages - Marc Uhlig
    50. 50. Conversion Rates—Landing Page Tweaks 06/04/09 Landing Pages - Marc Uhlig
    51. 51. Net Words: Creating High-Impact Online Copy by Nick Usborne 06/04/09 Landing Pages - Marc Uhlig
    52. 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. 53. MarketingSherpa's Landing Page Handbook 06/04/09 Landing Pages - Marc Uhlig
    54. 54. Thank you very much Marc Uhlig [email_address] 06/04/09 Landing Pages - Marc Uhlig
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