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Landing Page Design
101
Saturday, September 21, 13
What’s&the&Point?&
•  Controlled&experiment&(MVP)&
•  Get&people&to&convert&on&a&
single,&specific&value&proposiDon.&
•  Sp...
The Buyer Persona
Who you are selling to?
Saturday, September 21, 13
•  Did&I&land&in&the&correct&place?&
•  Is&This&What&I&Expected?&
•  Do&I&Trust&This&Site?&
•  How&Long&Will&This&Take?&
•...
&
&
&
&
Large&Graphic&
&
Headline&
Key&Benefits &&
CallJtoJAcDon&
Social&Proof &&
Simplified&Layout&
!&"&
#&
$&
Saturday, Se...
SaDsfies&the&“itch”&of&the&person&
in&search&for&a&specific&soluDon&to&
their&problem.&First&thing&read.&
&
&
&
&
Large&Grap...
“Big&Picture&Hypothesis”&
&
a.k.a.&
&
SoluDon&Hypothesis&
&
a.k.a.&
&
Value&ProposiDon&
Saturday, September 21, 13
&
&
&
&
Large&Graphic&
&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
How&does&your&product&or&
service&benefit&t...
&
&
&
&
Large&Graphic&
&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
Image&highlights&product&and&
conveys&happ...
&
&
&
&
Large&Graphic&
&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
TesDmonials&help&to&establish&
credibility...
&
&
&
&
Large&Graphic&
&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
Solicit&one&clear&acDon&that&tests&
your&R...
Don’t&Blow&It&
•  The&Headline&is&Everything&and&will&
Probably&Have&the&Biggest&Impact&on&
Conversions&
•  A/B&Split&Test...
Experiment&1:&3%&&&%&&Experiment&2:&3.2%&&&&&✗&
&
Experiment&1:&3%&&&%&&Experiment&2:&6%&&&&&&&&✓&
Gauge&ProducDvity&
Satu...
Example&Split&Test&
“Developers&Save&Time&and&Money&with&Our&
Leading&ApplicaDon&Monitoring&SoYware”&
&
“Our&ApplicaDon&Mo...
Saturday, September 21, 13
Saturday, September 21, 13
Don’t&Blow&It&
•  Don’t&be&lazy&about&the&page&
design.&Polish&=&Credibility.&
•  Keep&copy&clear&&&concise,&using&
bullet...
Saturday, September 21, 13
Don’t&Blow&It&
•  If&collecDng&email&addresses,&
must&include&a&privacy&statement.&
•  “Your&privacy&is&important&to&us.&
...
Saturday, September 21, 13
Primary&Traffic&Sources&
•  SEM&–&Adwords,&Bing,&Yahoo&
•  Email&blasts&(remember%to%collect!)&
•  Facebook&posts&/&ads&
•  ...
AddiDonal&Traffic&Sources&
•  Craigslist&Ads&
•  Youtube&/&Vimeo&
•  Flickr&/&Pinterest&
•  Slideshare&/&Scribd&
•  Blog&com...
Basics&of&Landing&Page&Design&
&
Saturday, September 21, 13
Basics&of&Landing&Page&Design&
&
Saturday, September 21, 13
Basics&of&Landing&Page&Design&
&
Saturday, September 21, 13
Basics&of&Landing&Page&Design&
&
Saturday, September 21, 13
Saturday, September 21, 13
Questions?
Tweet @uxceo
Saturday, September 21, 13
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Landing page101

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Landing page101

  1. 1. Landing Page Design 101 Saturday, September 21, 13
  2. 2. What’s&the&Point?& •  Controlled&experiment&(MVP)& •  Get&people&to&convert&on&a& single,&specific&value&proposiDon.& •  Split&test&and&iterate&rapidly.& Saturday, September 21, 13
  3. 3. The Buyer Persona Who you are selling to? Saturday, September 21, 13
  4. 4. •  Did&I&land&in&the&correct&place?& •  Is&This&What&I&Expected?& •  Do&I&Trust&This&Site?& •  How&Long&Will&This&Take?& •  What&Should&I&Do&Next?& •  Where&Should&I&Go&Next?& •  Should&I&Click&the&Back&BuUon?& Empathize& Saturday, September 21, 13
  5. 5. & & & & Large&Graphic& & Headline& Key&Benefits && CallJtoJAcDon& Social&Proof && Simplified&Layout& !&"& #& $& Saturday, September 21, 13
  6. 6. SaDsfies&the&“itch”&of&the&person& in&search&for&a&specific&soluDon&to& their&problem.&First&thing&read.& & & & & Large&Graphic& & Headline& Key&Benefits && CallJtoJAcDon&Social&Proof && Headline& Saturday, September 21, 13
  7. 7. “Big&Picture&Hypothesis”& & a.k.a.& & SoluDon&Hypothesis& & a.k.a.& & Value&ProposiDon& Saturday, September 21, 13
  8. 8. & & & & Large&Graphic& & Headline& Key&Benefits && CallJtoJAcDon&Social&Proof && How&does&your&product&or& service&benefit&the&customer?& Write&out&bullet&points.&& Key&Benefits& Saturday, September 21, 13
  9. 9. & & & & Large&Graphic& & Headline& Key&Benefits && CallJtoJAcDon&Social&Proof && Image&highlights&product&and& conveys&happy&user&experience.& Hero&Shot& Saturday, September 21, 13
  10. 10. & & & & Large&Graphic& & Headline& Key&Benefits && CallJtoJAcDon&Social&Proof && TesDmonials&help&to&establish& credibility&and&trust.& Social&Proof& Saturday, September 21, 13
  11. 11. & & & & Large&Graphic& & Headline& Key&Benefits && CallJtoJAcDon&Social&Proof && Solicit&one&clear&acDon&that&tests& your&Riskiest&Assump4on.& CallJtoJAcDon& Saturday, September 21, 13
  12. 12. Don’t&Blow&It& •  The&Headline&is&Everything&and&will& Probably&Have&the&Biggest&Impact&on& Conversions& •  A/B&Split&Test&the&Headline&& Saturday, September 21, 13
  13. 13. Experiment&1:&3%&&&%&&Experiment&2:&3.2%&&&&&✗& & Experiment&1:&3%&&&%&&Experiment&2:&6%&&&&&&&&✓& Gauge&ProducDvity& Saturday, September 21, 13
  14. 14. Example&Split&Test& “Developers&Save&Time&and&Money&with&Our& Leading&ApplicaDon&Monitoring&SoYware”& & “Our&ApplicaDon&Monitoring&SoYware&Helps& Developers&Fix&Code&Bugs&Faster,&Improving& the&BoUom&Line”& Saturday, September 21, 13
  15. 15. Saturday, September 21, 13
  16. 16. Saturday, September 21, 13
  17. 17. Don’t&Blow&It& •  Don’t&be&lazy&about&the&page& design.&Polish&=&Credibility.& •  Keep&copy&clear&&&concise,&using& bullet&points& Saturday, September 21, 13
  18. 18. Saturday, September 21, 13
  19. 19. Don’t&Blow&It& •  If&collecDng&email&addresses,& must&include&a&privacy&statement.& •  “Your&privacy&is&important&to&us.& We&will&never&share&your&email& address&with&third&parDes.”& Saturday, September 21, 13
  20. 20. Saturday, September 21, 13
  21. 21. Primary&Traffic&Sources& •  SEM&–&Adwords,&Bing,&Yahoo& •  Email&blasts&(remember%to%collect!)& •  Facebook&posts&/&ads& •  TwiUer&posts&/&ads& •  Google+&posts& •  Quora&/&Yahoo&Answers& •  Surveys&with&CTA& •  Live&Interviews& Saturday, September 21, 13
  22. 22. AddiDonal&Traffic&Sources& •  Craigslist&Ads& •  Youtube&/&Vimeo& •  Flickr&/&Pinterest& •  Slideshare&/&Scribd& •  Blog&comments& •  Forum&comments& •  Paper&fliers,&posters,&biz&cards& Saturday, September 21, 13
  23. 23. Basics&of&Landing&Page&Design& & Saturday, September 21, 13
  24. 24. Basics&of&Landing&Page&Design& & Saturday, September 21, 13
  25. 25. Basics&of&Landing&Page&Design& & Saturday, September 21, 13
  26. 26. Basics&of&Landing&Page&Design& & Saturday, September 21, 13
  27. 27. Saturday, September 21, 13
  28. 28. Questions? Tweet @uxceo Saturday, September 21, 13

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