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Landing Pages

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  • Transcript

    • 1. Landing Pages Marc Uhlig
    • 2. 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
    • 3. Introduction – Why even bother?
      • Competitive advantage
      • Increase ROI
      • Become a rock star to your boss or clients
      06/04/09 Landing Pages - Marc Uhlig
    • 4. Definitions
      • Above the fold
      • Action/Conversion action
      • Below the fold
      • Clickthrough
      • Conversions
      • Dynamic landing pages
      • Gateway page
      06/04/09 Landing Pages - Marc Uhlig
    • 5. Definitions
      • Hero shot
      • Fake hero shot
      • Landing page
      • Paid search
      • Redirect
      • Search engine optimization or SEO
      • Usability
      06/04/09 Landing Pages - Marc Uhlig
    • 6. What's not a landing page
      • Splash pages
      • Bridge pages
      • Jump pages
      • Microsites
      06/04/09 Landing Pages - Marc Uhlig
    • 7. 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
    • 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
      • 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
    • 12. Stage two – A few seconds to a couple of minutes
      • Should I accept this offer?
      06/04/09 Landing Pages - Marc Uhlig
    • 13. Stage three
      • Conversion attempt
      06/04/09 Landing Pages - Marc Uhlig
    • 14. Stage four
      • Conversion success
      06/04/09 Landing Pages - Marc Uhlig
    • 15. 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
    • 16. 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
    • 17. 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
    • 18. 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
    • 19. 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
    • 20. The Six Steps of Landing Page Design – Step six
      • Testing, measuring, and tweaking
        • Conversion rate
        • Customer lifetime
      06/04/09 Landing Pages - Marc Uhlig
    • 21. 5 Big Mistakes in Landing Page Design - Mistake one
      • Hard-to-read type
      06/04/09 Landing Pages - Marc Uhlig
    • 22. 5 Big Mistakes in Landing Page Design – Mistake two
      • Navigation bar from your regular Web site
      06/04/09 Landing Pages - Marc Uhlig
    • 23. 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
    • 24. 5 Big Mistakes in Landing Page Design – Mistake four
      • Scary forms
      06/04/09 Landing Pages - Marc Uhlig
    • 25. 5 Big Mistakes in Landing Page Design – Mistake five
      • Copy and graphics unrelated to the offer
      06/04/09 Landing Pages - Marc Uhlig
    • 26. 5 Big Mistakes in Landing Page Design - Bonus mistake
      • Landing pages that don't match campaign creative
      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
      • 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
    • 32. 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
    • 33. Eyetracking Landing Page Study - Lesson three
      • People look at people
        • Eyes are drawn to human faces
      06/04/09 Landing Pages - Marc Uhlig
    • 34. Eyetracking Landing Page Study - Lesson four
      • Keep hero shot on the left side
      06/04/09 Landing Pages - Marc Uhlig
    • 35. 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
    • 36. Eyetracking Landing Page Study - Lesson six
      • Navigation bars waste valuable visitor attention
      06/04/09 Landing Pages - Marc Uhlig
    • 37. 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
    • 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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