Optimizing the Conversion Potential of Your Landing Pages


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  • Survey1. How many people test LPs?2. Anyone used use cases before3. And finally, how many people have won more $ than lost in the casinos?
  • What they areWhy they’re importantHow to create them
  • Before we jump in head-first, want to tell a short story that sets the stage for use cases.
  • Use Cases are a tool to help us design our pages to anticipate and satisfy the various needs of our visitorsRoles – who they areTasks –why they would be on your site
  • Who they are – which helps us understand their frame of referenceWhat’s important to them – information, price, value, recognition% of repeats versus 1st time visitorsWhere they’re coming from (keywords), social
  • Pre-research – is it right for me?Early research – wants to learn what are the important factors in a purchase decisionBrowsing – not interested in buying, but gathering information for a possible later purchaseDetailed – spec level, reviewsUse cases allow you to sell the right benefit, allow for optimized navigationExample of bad – hot deals sign up on home page
  • Use cases are like Las Vegas buffets – they have 2 parts. Buffet – construct your plate of food, eval by eating to see what’s good and not good, so when you go back for 2nds your plate is more aligned with your goals.
  • Rotating banners
  • How often do users make errorsHow serious are these errors, and How do users recover from these errorsTime for examples!
  • Cruise vacation website
  • Intro Pamela
  • Top selling entry level package, however, on web it underperformed.
  • Top selling entry level package, however, on web it underperformed.
  • I answered phones and had a good feel for common roles and tasks“Instructor recommended” - student doesn’t want to be bogged down with information and wants easy to order. And if they come from home page, simple navigation is key.
  • Even though different roles and tasks, some key questions will overlap
  • Not clear what’s in packageNot clear if I need to pass and whyNo USPLacking selling benefits
  • Worked with SII to remedy these deficiencies and our senior mgt wanted to go live as quickly as possible and recognized technological limitations & limited resources that prevented us from going with all their recommendations.
  • Video TabsOrganization of information
  • Turn back to PamelaClearly the test results show that the re-design landing page has increased conversionsNumber of orders & sales volume is proprietaryAnd looking forward to improving results with fully built out landing page
  • 4 levels of trust:Perceived trust – brand awarenessVisual trust – professionalism of siteIndustry trust – associations, “as seen in …”, secure shopping emblemsSocial trust - reviews
  • Aesthetics – Page architecture & visual hierarchyUse of colors and contrastQuality of imagesFontsUsability - IA/navigationConsistent treatment of links, buttonsReadabilityLack of distractionsMarketing – TrustOffer clarityBenefitsConsistent CTA – headline, cta buttonContext – RelevanceTimingUse cases
  • Optimizing the Conversion Potential of Your Landing Pages

    1. 1. Optimizing the ConversionPotential of Your Landing Pages
    2. 2. What We’re Going to Discuss Part 1: Use Cases Part 2: King Schools Case Study Part 3: Conversion Optimization Tips
    3. 3. Use CasesRepresent an important or common task that your visitors will be trying to accomplish • Rolesof your visitors • Tasksor goals of your visitors
    4. 4. Roles• What’s important to them• Level of knowledge• Location in research cycle• Where they’re coming from
    5. 5. Tasks Early Comparative Detailed Price Ready toPre-research research Research research comparison buy
    6. 6. 2-Step Use Case Process Creating your use cases Evaluatingsite based on use cases
    7. 7. Creating Use Cases• Get Sales, Marketing & Customer Service involved• Use your analytics• Look at your competitor sites• Consolidate similar use cases
    8. 8. Evaluating Your Site• Put blinders on and remove all previous biases• Document every step including “how you feel”• Write experiences in a narrative style• Be a little more forgiving than a typical visitor
    9. 9. Evaluation Criteria• Effectiveness: Ability to successfully accomplish task• Efficiency: Ability to quickly accomplish task with ease• Satisfaction: How much a user enjoys using the site• Error frequency and severity
    10. 10. Use Case Example #1Couple who’s never been on a cruise wants to see if it’s the right type of getaway Specific Task & Intent: Soon to be married couple researching honeymoon options & wants to learn about cruises. • Looking for romantic getaways cruises • Wants to see various price ranges • Needs to read reviews from other honeymooners • Wants to learn about amenities and activities
    11. 11. What’s Their Goal?
    12. 12. Use Case Example #2Couple looking to book a bargain cruiseSpecific Task & Intent: Retired couple looking to take advantageof bargain priced last minute available cabins and are ready tobook if they can find a great deal. • Flexible travel dates • Open to most destination & cruise lines • They are experienced with cruises
    13. 13. What’s Their Goal?
    14. 14. Your To Do ListSelect your Use Case TeamDevelop 4-7 most common Use CasesEvaluate your site based on Use CasesModify your IA and Pages
    15. 15. King Schools, Inc Pamela OlsonMarketing Manager
    16. 16. King Schools• King Schools, Inc. – www.kingschools.com – World-wide leader of flight training courses – Marketing channels • Website • Catalog & Direct Marketing • Outbound calling • Print Ads • Email
    17. 17. Our Website Has Binders Full of Landing Pages
    18. 18. Private Pilot Get It All Kit
    19. 19. Use CasesRole TaskNew to flying, hasn’t begun training Needs informationStarted training, received various Compare King versus competitionrecommendationsFather is a pilot, wants to get license Ensure that they will learn everythingVery familiar with flying and value-minded Ensure he’s getting best valueJust started training &Instructor Purchase courserecommended King Schools
    20. 20. Typical Customer Questions• How do I get my License; What do I need?• Why are King courses better?• How do I use the kit?• What do I get for $579?• What guarantees do I have that I will pass?
    21. 21. Original Landing Page
    22. 22. Keep Scrolling…
    23. 23. Test Landing Page
    24. 24. Test ResultsTesting dates - July 1, 2012 through September 15, 2012 New Page Control % ChangeConversion Rate .69% .34% 103%Number of orders 125%
    25. 25. Test Landing Page Critique
    26. 26. No trust &credibilityNo way toprint oremail pageNo socialsharingNo searchbox
    27. 27. Recommended Landing Page
    28. 28. Questions? 800-854-1001 Search Home>Private Pilot Courses > Get it All Study Kit Private Pilot Get It All Study Kit Over • Pass Your Knowledge Test—Guaranteed! 236,000 • Ace your Checkride – Guaranteed! Private Pilots •Learn how to takeoff and land, communicate on the radio Passed with King •Be prepared for your cross country flights Get It All Kit Overview Product Details Price: $579 (Valued at $1,149 when purchased separately) See details In Stock Customer reviews Everything you need to easily pass your Private Pilot FAA exams, PLUS build on your aviation knowledge for years to come. Flying Magazine • Learn what to expect from an actual FAA examiner Editor’s Choice Award •Master every maneuver with exciting in-flight footage •Laugh & learn with John and Martha´s trademark teaching style •Pass your tests the first time or it´s free! See Kit Contents Add to Cart Monthly Email NewsletterWhat’s Included Is this Kit Right for Me? What I’ll Learn Why Choose King Getting My License •Private Pilot flying tips •Product news • Special offers SIGN ME UP Privacy Policy
    29. 29. What’s Included Is this Kit Right for Me? What I’ll Learn Why Choose King Getting My License What I’ll LearnYou will Pass Your Knowledge Test – Guaranteed! The King Schools Private Pilot Get it All Kit includes your full and complete ground school that covers all the subjects that you need to know in order to take and pass you FAA Private Pilot Knowledge Test. We thoroughly cover the subject areas in a fun and easy to understand presentation. More detailsThe King Schools Practical Test Course helps you Ace your Checkride – Guaranteed. Learn What Your “Checkride” test will be like. Your Practical Test, commonly referred to as your Checkride, consists of two parts; An Oral Exam conducted before you go flying and an in-flight test in which you demonstrate your skills in the aircraft. More details Your Get It All Kit includes additional courses & books to prepare you for the cockpit. It’s much more economical to learn the important concepts you will need to perform in the airplane before you climb into the cockpit. These courses are specifically designed to ensure you’ll fly smart and impress your instructor with your skills. Overcome common training hurdles with King Special Subject Courses & learn about areas important to being a knowledgeable & skilled pilot. More details
    30. 30. Helpful Conversion Tips
    31. 31. Aesthetics UsabilityMarketing Context
    32. 32. Aesthetics Usability Marketing Context
    33. 33. Optimizing the ConversionPotential of Your Landing Pages Brian Lewis CEO Solutions-insight Interactive blewis@solutions-insight.com 760-207-3101 @ImAnonymous