BloomReach CEO and co-founder Raj De Datta's presentation from the SES Chicago session on "Mastering the Four Crucial Ingredients for Successful Landing Pages". Raj focuses on "relevance", providing examples of landing pages that are and are not relevant to the user's intent.
He suggests asking:
- Is this page relevant to my query?
- Do I know why this is the right solution for me?
- Is it obvious what I need to do next?
Description of the session from the SES website:
In this session, you'll learn how to boost conversion of your web pages using the four critical conversion-optimization ingredients: aesthetics, usability, marketing, and context appropriateness. You'll see examples of winning pages that used the right balance of the four aspects, as well as pages that failed by focusing too much on just one of the four key areas. You'll also get specific ideas on how to immediately improve your pages' conversion by incorporating all four ingredients in your design and messaging.