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Worst landing page mistakes most common vs most costly
 

Worst landing page mistakes most common vs most costly

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During my presentation, I explained the 6 “Worst Landing Page Mistakes” I have recognized in mys 15 years of experience in conversion optimization and online marketing:

During my presentation, I explained the 6 “Worst Landing Page Mistakes” I have recognized in mys 15 years of experience in conversion optimization and online marketing:

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    Worst landing page mistakes most common vs most costly Worst landing page mistakes most common vs most costly Presentation Transcript

    • Worst Landing Page mistakes:Most Common vs. Most Costly twitter.com/dustinsparks linkedin.com/in/dustinsparks
    • "Why am I here?"● Your Landing Pages are not healthy - and not converting well.● You are responsible for the Landing pages for your company - and you need to look like a hero for getting the most out of them.● You have read more "Common Mistakes..." than you can count.● You are waiting for someone to tell you what to do.
    • Dustin Sparks twitter.com/dustinsparks linkedin.com/in/dustinsparks
    • Costly vs. Common Mistakes● There are plenty of lists - and these are fine - some are actually very good. But this is to get down to REAL things you need to be doing.● If it is common it is not knowledge and if it is really knowledge - it is not common.● I want to focus on the mistakes that are costing you lost $$ and lost opportunity.
    • Mistake #1.Speaking to all visitors the same. a. Top of the Funnel i. Not sure how they got here ii. Respond well to "lists" "Did you know.." b. Middle of the Funnel i. Read the lists, have heard of you ii. "Follow you" on Social, or Googled you c. Bottom of the Funnel i. Ready to buy ii. Ready to talk to someone d. Conversion!
    • Mistake #2.Not A/B Testing. Or, not comparing 2 pages tofind which one performs better. Plain andsimple.1. Define the control baseline (A) to help measure the difference or impact.2. Create the "variation" (B) or the alternate version.3. Versions "A" and "B" are simultaneously tested to measure which version is more successful.4. Evaluate results, tune and adjust accordingly. Setup the next test. Repeat
    • Mistake #2.Not A/B Testing. Or, not comparing 2 pages tofind which one performs better. Plain andsimple.
    • Mistake #2.Not A/B Testing. Or, not comparing 2 pages tofind which one performs better. Plain andsimple."How long do I run an A/B test?"
    • Mistake #2."How long do I run an A/B test?"Every business is different - Try for a minimum of 100conversions. If it takes you forever to get 100 conversions- consider reviewing the results in a month.The MORE visitors you have the LESS time you have torun your A/B tests.
    • If you have a page that is converting at 5% and you want toincrease your conversions to 10%, and you run a SINGLEA/B test with 100 visitors a day you will need to run yourtest for approx 338 days.
    • If you have a page that is converting at 5% and you want toincrease your conversions to 10%, and you run a SINGLEA/B test with 100 visitors a day you will need to run yourtest for approx 338 days.BUT if you increase the visitors from 100 to 1000 visitors aday (thru Pay Per Click or other means), you only have torun the test for 34 days!!
    • Mistake #2.Not A/B Testing. Or, not comparing 2 pages tofind which one performs better. Plain andsimple."How long do I run an A/B test?""How to I interpret the test results?"
    • Mistake #2."How to I interpret the test results?"● Dont look at JUST sales.● Define success metrics.● Review all areas of improvement. a. Click through rates b. Conversions c. Bounce rates d. Pageviews
    • Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation"
    • Good Examples.
    • Good Examples.
    • Bad Examples.
    • Bad Examples. (and this is a conversion company?!)
    • Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation" b. "Big, fat headline" (your value proposition)
    • Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation" b. "Big, fat headline" (your value proposition) c. Key benefits
    • Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation" b. "Big, fat headline" (your value proposition) c. Key benefits d. Clear call to action
    • Compare this button To this button
    • Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation" b. "Big, fat headline" (your value proposition) c. Key benefits d. Clear call to action e. Supporting imagery
    • Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation" b. "Big, fat headline" (your value proposition) c. Key benefits d. Clear call to action e. Supporting imagery f. Video Asset if available *Note i. If you push a video (or any message) at a potential customer that the customer has NOT requested will FAIL as a tactic in gaining new customers, and by extension your revenue will be affected.
    • Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation" b. "Big, fat headline" (your value proposition) c. Key benefits d. Clear call to action e. Supporting imagery f. Video Asset if available g. Ratings (Crucial)
    • RatingsPeople are not only more likely to buy a 5-STAR item over a4-Star item, they are more likely to PAY MORE for the 5-STAR item.Visitors who browse “Top Rated Products”, which featureproducts rated most highly by customers, had a 59% higherconversion rate than the site average and spent 16% moreper order than other browsers of products. (Bass Pro Shops).
    • Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation" b. "Big, fat headline" (your value proposition) c. Key benefits d. Clear call to action e. Supporting imagery f. Video Asset if available g. Ratings (Crucial) h. Reviews (Crucial)
    • Reviews63% of consumers indicate they are more likely to purchasefrom a site if it has product ratings and reviews. (Majorconsumer electronics retailer/iPerceptions study).Compared to a base group that didn’t read or contributeproduct reviews at all, people who read a review were 30%more likely to purchase a product and visitors who wrote areview were 80% more likely to convert, based on analysisacross several Coremetrics clients. (Coremetrics, reported inBtoB).
    • Mistake #4.Not using a customized "Thank You" page.Tell the lead/customer what to do next, what toexpect.Encourage them to "Connect" or "Follow You".
    • Mistake #5.Not turning on the "traffic faucet."You can optimize and plan but it is not a "PARTY" until the guests arrive.PPC is the fastest want to get this traffic.Make ad budget decisions. Keep in mind that if you spend a tiny amounton advertising, expect your results to reflect your investment.Google Ads and Facebook Ads are great and have plenty of resourcesavailable & allow for excellent segmentation.You want to have it recurring, controllable, and stable so you can repeatit.
    • Mistake #6.Not turning on the "Closing the loop".● Messaging in place for the right "Funnel Parts"● A/B Test in place.● Essential Best Practice Tactics in place● Great thank you page● Recurring, controllable, and stable) traffic in place.But what are you doing with the visitors?You need an email service provider (ESP) like Aweber,Mailchimp, Infusionsoft to "close the loop".
    • Recap.1. Mistake #1 - Speaking to all visitors the same.2. Mistake #2 - Not A/B Testing3. Mistake #3 - Not Getting These Essential Best Practice Tactics on your Landing Page.4. Mistake #4 - Not using a customized "Thank You" page.5. Mistake #5 - Not turning on the "traffic faucet."6. Mistake #6 - Not closing the loop.Get your pages and assets ready, then get your A/B Pages and in place -and get to testing & converting!
    • Q & A. twitter.com/dustinsparks linkedin.com/in/dustinsparks
    • Download these 6 tactics in this presentation. http://tsseffect.com/landerapp (I have over 100 more tactics if you are ever interested - email me.)
    • [BONUS]Social & Mobile
    • Bonus. "Free Shipping" SpikesFrom - http://google.com/trends
    • Mistake #.Not putting enough emphasis on Mobile.Consider a responsive theme so you dont haveto manage 2 or more versions of the SAMEpage.
    • Mistake #.Not putting enough emphasis on Mobile.Consider a responsive theme so you dont haveto manage 2 or more versions of the SAMEpage.Make sure the CTA is front and center, and if acall is your goal - make sure the phone # isfront and center
    • Mistake #.Not putting enough emphasis on Mobile.
    • Mistake #.Not getting your Social Media integratedcorrectly.Adding Social Media images "Chicklets" is notSocial Media integrated correctly.
    • Twitter example.
    • LinkedIn example.
    • Facebook example.
    • Thank you :) Let me know how else Ican help. Dustin Sparks twitter.com/dustinsparks linkedin.com/in/dustinsparks