Best Practices for Landing Pages that Convert


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The most important aspect of running any eCommerce business is making sure the traffic to your site converts to sales. This webinar breaks down the key elements to successful landing page design and shows you how to use free tools from Google to optimize pages on your site.

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Best Practices for Landing Pages that Convert

  1. 1. Best Practices for Landing Pages that Convert Makhniboroda Andrey Anna Moseva Team leader of Design department SEO department analyst QuartSoft Corp. PromodoQuartSoft Corp. © 2012
  2. 2. Task: Create a landing page for a footwear company Goal: To promote 25% mark-down for Nike SneakersQuartSoft Corp. © 2012
  3. 3. Landing page main elements 1. The good or item that we are trying to promote or to sell. It may be presented as a picture or line of text with a description 2. A sharp headline with a clear meaning that reads well 3. Call to actionQuartSoft Corp. © 2012
  4. 4. История Brand signs, sneakers Томас Каудел и Дэвид Майзелл - 1990©2012. QuartSoft Corp.
  5. 5. Brand signs, sneakers + headline and text©2012. QuartSoft Corp.
  6. 6. Brand signs, sneakers, headline + call to action with price
  7. 7. Brand signs, sneakers, headline, call to action + mailing form
  8. 8. Ready for analysisQuartSoft Corp. © 2012
  9. 9. Free Google tools that can help you optimize your landing pages Google Analytics Google Webmaster Tools Google Website Optimizer Corp. © 2012
  10. 10. How do you set up and track goals in GA? define what you want to track (up to 20 goals in one GA profile) go to Admin section of your GA account and select the tab Goals name your Goal, choose the Goal type and click SaveQuartSoft Corp. © 2012
  11. 11. What can we track on our landing page? Click on “Buy Now” button or URL this button leads to Click on “Submit” button or URL this button leads toQuartSoft Corp. © 2012
  12. 12. Setting Up URL Destination Goals in GA choose the Match Type carefully depending on the Match Type you’ve chosen enter the Goal URL (without a domain name) think about optional features of Value and FunnelQuartSoft Corp. © 2012
  13. 13. URL Destination Goal Match Types Head Match order Will match /order/customer=1?category=2 /order/customer=3?category=1 /order/?anything Exact Match order/customer=1?category=2 Will match /order/customer=1?category=2 Regular Expression Match ?payment=ok Will match /order/customer=1 ?payment=ok /view/anything=3?payment=ok&anything Google Analytics Regular Expressions Corp. © 2012
  14. 14. Goals in GA reports Goal reports are in Conversions section of your Google Analytics profileQuartSoft Corp. © 2012
  15. 15. Goals in GA reports The funnel visualization report demonstrates where visitors enter and exit the conversion process and shows where there are bottlenecks in the processQuartSoft Corp. © 2012
  16. 16. Re-DesignQuartSoft Corp. © 2012
  17. 17. Add productdescription
  18. 18. Add productdescriptionSeparateactions
  19. 19. Add productdescriptionSeparateactionsAddtestimonials
  20. 20. Add productdescriptionSeparateactionsAddtestimonialsSeparateactions again
  21. 21. Add productdescriptionSeparateactionsAddtestimonialsSeparateactions againClear themessage out
  22. 22. Add productdescriptionSeparateactionsAddtestimonialsSeparateactions againClear themessage outEven more!
  23. 23. Add productdescriptionSeparateactionsAddtestimonialsSeparateactions againClear themessage outEven more!Add socialmedia just tospread itmore
  24. 24. Google Website Optimizer There are two types of experiments you can create in Website Optimizer A/B Experiment Multivariate Experiment You can create a completely You can test content variations new page with a totally new in multiple locations on a page layout during one experiment The easiest way of testing existing landing pages against But! You need to receive at least new ones 1,000 views per week of the page you are testingQuartSoft Corp. © 2012
  25. 25. A/B Experiment You can test up to 127 totally different variations of your landing page Perfect for faster results even on low amounts of traffic What do I have to do to start? Choose the original landing page you want to test Create alternate versions of the original landing page, remember that for better results you need at least 100 conversions per 1 page variation to occur during the experiment Choose a real, live conversion page (like a “Thank you page”). You can also track clicks and events like playing the video or a PDF download as a conversion, if you tweak the conversion page code a little (more on this here sal-%2Fsiteopt%2Fplanning) Fill in this info when creating the experiment and where Google Website Optimizer requires it and you will get the codes you need to paste on those pagesQuartSoft Corp. © 2012
  26. 26. A/B Experiment Voila! Ready? Steady! Launch!QuartSoft Corp. © 2012
  27. 27. A/B Experiment ReportQuartSoft Corp. © 2012
  28. 28. Multivariate Experiment On the page you are going to test, choose sections you would like Optimizer to vary You can create up to: * 8 sections * 127 variations per section * 10 000 combinations Identify your conversion page or goal 4 JavaScript tags are required to be installed: control script (immediately after <head>) tracking script (before </body>) section script (cannot be placed within <noscript>, interrupted with html tags or inside scripts) + add names! script>utmx_section(“Headline")</script> <h1>50% off everything!</h1> </noscript> conversion page script (immediately after <head>)QuartSoft Corp. © 2012
  29. 29. Creating Variations for Multivariate Experiment All the variations are based on the original code of the page Give different and distinctive names to your variations Keep in mind that the more variations you create the longer the experiment will have to last to result in successful testsQuartSoft Corp. © 2012
  30. 30. Preview and Launch the Experiment Before you launch the experiment you will have an option to choose the amount of total traffic that will be exposed to testing Preview your combinations (you may feel like disabling some once you do this) and press “Launch now” The experiment starts immediately and the first report will be available in 24 hoursQuartSoft Corp. © 2012
  31. 31. Multivariate Experiment ReportingQuartSoft Corp. © 2012
  32. 32. Takeaways Top 10 Most Useful GA Reports Landing pages (most popular entrance paths, navigation paths, in-page analytics) Bounce rate (problem pages and traffic sources) Map overlay (locations of profit) Conversion funnels Pages/visit and avg. time on site % of Mobile Devices CTR (+Webmaster Tools) New vs Returning visitors Converting pages, queries and traffic sources Brand queries, direct traffic growthQuartSoft Corp. © 2012
  33. 33. Thank you for your attention! Makhniboroda Andrey Anna Moseva Team leader of Design department SEO department analyst QuartSoft Corp. Promodo LTD United States United Kingdom United States +1 415 992-7722 +44 0203 1376 681 +1 347 809-34-86 Email: Email: Skype: makhniboroda.andrey Skype: ann.moseva www.promodo.comQuartSoft Corp. © 2012