Landing page love...6 essential steps you need to know

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Landing pages- Essential steps you need to know to make the best use of your landing page

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Landing page love...6 essential steps you need to know

  1. 1. Landing Page Love…What you need to Know Presented by Chuck Bankoff
  2. 2. • All lines are muted • Submit questions via dashboard • Q&A session at end • Webinar is being recorded ©2013 WSI. All rights reserved.
  3. 3. About the Presenter: Chuck Bankoff PROFESSIONAL BACKGROUND • MBA – Keller Graduate School of Management • 14 years of Experience in the Digital Industry • International Speaker & Author • Trainer to Internet Consultants in over 8 Countries CERTIFICATIONS & AWARDS • @kreativewebwrks /in/chuckbankoff chuckbankoff.com Digital Marketing Certified (WSI) • Advanced SEO (SEMPO Institute) • Google Adwords Professional • Local Search Specialists (ReachLocal Partner) • AIM Certified (Advanced Internet Marketing – WSI) • Best Website Award (WSI 2006) • Top Website: People’s Choice Award (WSI 2012) • ©2012 RAM. All rights reserved. eCommerce Strategies (USC Marshall School of Business)
  4. 4. What this Webinar will Cover • • • • • Six steps of landing page design What elements should be on a landing page? Campaign Killers! The six types of Landing Pages Q&A
  5. 5. • • • • Provide advanced digital marketing solutions Businesses of all sizes and industries World’s largest network of Internet Consultants Service more than 80 countries internationally • Industry winning solutions • Corporate head office in Toronto, Canada ©2013 WSI. All rights reserved.
  6. 6. Six Steps of Landing Page Design
  7. 7. Step 1: Define Success • Transactions • Lead Generation • Branding/Education • Relationship Building • Membership Registration • Viral Marketing
  8. 8. Step 2: Define your Customer • It’s NOT about YOU! • Create a customer profile • May have multiple profiles • Prioritize customer profiles • Don’t try to appeal too broadly
  9. 9. Step 3: Selecting Domains • Unique Landing Page URL? • Personal URL (PURL)? • Multiple Vanity URLs? • Easy to remember? • Easy to spell?
  10. 10. Step 4: Wireframe • List all the page elements • Create a layout sketch • Wireframe before Copy • Consider size & placement • Consider the fold
  11. 11. Step 5: Copywriting Headlines: Should refer to the place the visitor just came from Call to action: Test matching this with the headline Body copy: Only 20% of visitors will actually read this… still has to be good.
  12. 12. Step 6: Testing, Tracking & Tweaking • Set up a schedule • Don’t test everything at once • Match your original goals?
  13. 13. • Traffic WhatKeywords traffic • to Track? • Bounce Rate • Conversion Rate • Time of day / Day of week? What to Track ©2012 RAM. All rights reserved.
  14. 14. Comparing two versions of the landing page under controlled circumstances to see which one is more effective. • • • • • • Message Graphics / Headline Add that drove the traffic in the first place Keywords driving traffic Incentives Calls-to-action
  15. 15. What elements should be on a Landing Page?
  16. 16. What necessary… no on a Landing Page? As many as elements should bemore no less…. Logo Forms with descriptive tags Hero Shot, which may be clickable Descriptive tagline Conversion button or link Security and trust icons Headline Testimonials Quick offer explanation Technical specifications Longer product or Service explanation Guarantees Links to more information Rich media Deadlines Copyright /Legal (at bottom)
  17. 17. Wireframe: Anatomy of a Landing Page Anatomy of a Landing Page ©2012 RAM. All rights reserved.
  18. 18. Positioning Simple Picture, Simple Message Can’t miss the phone number Minimal Escape Routs Only bare minimum fields are required Pain Points… Headline intensive Testimonials “Real People” “Red” button emphasizes value (not “Submit”) 19
  19. 19. ©2012 RAM. All rights reserved.
  20. 20. ©2012 RAM. All rights reserved.
  21. 21. Campaign Killers! Too much text (some exceptions) Error pages, broken links and anything that does not work. Required fields (especially personal info & telephone numbers) Reset buttons No email privacy information next to the email form Lack of communication choices Inadequate shipping & pricing information Too many links leading to too many destinations
  22. 22. Typeface Fonts Common online Type Design Mistakes: Sample #1: Multi-line headline with each line centered Multi-line text of any size is very hard to read because the human eye looks for the beginning of a line over to the left and we expect it to be in the same place ever time. If it isn't we have to adjust
  23. 23. Typeface Fonts Common online Type Design Mistakes: Sample #2: 9 Point or Smaller Verdana in Gray: The average person over the age of 40 will not have an easy time reading this. This is one of the most popular font/size combinations online. Higher rez monitors can make the font look even smaller.
  24. 24. Typeface Fonts Common online Type Design Mistakes: Sample #3: Column wider than 65 characters across: Using a liquid design instead of a static design makes it harder for you to maintain control of the appearance of your page. On higher screen resolutions the column will expand (and get shorter). Is it any wonder that newspaper and magazines use narrow columns?
  25. 25. Typeface Fonts Common online Type Design Mistakes: Sample #4: White body copy on black background: Perhaps art directors like white copy on black backgrounds because they never actually read the copy so they don’t expect any one else to. Sometimes it might look cool…but it still doesn’t convert well.
  26. 26. Typeface Fonts Common online Type Design Mistakes: Sample #5: Bold is for Verbal Emphasis (Not Readability): The average person over the age of 40 will not have an easy time reading this. This is one of the most popular font/size combinations online. Higher rez monitors can make the font look even smaller.
  27. 27. Typeface Fonts Common online Type Design Mistakes: Sample #6: Paragraphs longer than 4 ½ Lines: He is going to speak to the Elite Coaching clients and give an introduction to the movement of spinal corrective care in the profession and CBP. This is a phenomenal opportunity to hear one of the professions foremost leaders fighting for you in the political and insurance arenas. It is because of efforts of dedicated individuals like Dr. Deed that gives us the opportunities we have in practice. Please come to the New Orleans seminar early on Friday and give Dr. Deed Harrison the respect he deserves.
  28. 28. Typeface Fonts Common online Type Design Mistakes: Sample #7: Pros that should be a Bullet List: Some common mistakes that designers make when writing text include Multi-line headline with each line centered, 9 Point of Smaller Verdana in Gray, Column wider than 65 characters across, White body copy on black background, Bold for Verbal Emphasis (Not Readability), and Paragraphs longer than 4 ½ Lines -ORSome common mistakes that designers make when writing text include: Multi-line headline with each line centered 9 Point of Smaller Verdana in Gray Columns wider than 65 characters across White body copy on black background Bold for Verbal Emphasis (Not Readability) Paragraphs longer than 4 ½ Lines
  29. 29. Types of Landing Pages • Squeeze Pages • Infomercial Landing Pages • Viral Landing Pages • Microsites • Product Specific Landing Pages • Homepage
  30. 30. Squeeze Pages What is a Squeeze Page? The objective of a “squeeze” page is to capture the contact information of the visitor to harvest the lead at a later time or as part of a scheduled lead nurturing strategy.
  31. 31. Squeeze Pages
  32. 32. What is an Infomercial Landing Page? Like a Sales Letter or late night Infomercial production, the objective is to make your case (in long form) as to why the viewer can’t live without your product of service. ©2012 RAM. All rights reserved.
  33. 33. Infomercial Landing Pages A well designed infomercial landing page is so engaging that you find yourself past the point of no return. The consumer eventually invests so much effort into following the narrative that they are on pins and needles just waiting for the offer.
  34. 34. Viral Landing Pages Let someone else do the work The goal extends past merely converting your visitors into customers, but to enlist them to tell their friends as well.
  35. 35. Viral Landing Pages Example: Viral Landing Page
  36. 36. Microsites Less website…more focus This is essentially a mini website with its own URL and custom design. They are typically focused on a single product (or product line).
  37. 37. Microsites Essentially a mini website with its own URL and custom design. Typically focused on a single product or product line. Often the destination of choice for larger investments like paid advertising.
  38. 38. Product Specific Landing Pages One Product… One Message Typically just an existing page on your website that contains all the information on a specific product or service.
  39. 39. Product Specific Clear imagery showing that the software can run on desktop and mobile Clear call to action with supporting statements to aid conversion Clear typography that highlights the key benefits and two testimonials ©2012 RAM. All rights reserved.
  40. 40. Home Page…The lazy man’s Landing Page Home the lowest conversion Page Generally it has Page as a Landingrate because of excessive distractions and lack of focus. Can be effective with well designed navigation.
  41. 41. Home Page as a Landing Page
  42. 42. ©2012 RAM. All rights reserved.
  43. 43. Key Take-aways • Apply the right Landing Page Style for the job. • Apply the appropriate LP elements for the job. • Sketch-out (wireframe) your design first and then back-fill the content. • Track - Test -Tweak Detailed techniques on my SlideShare channel: http://slidesha.re/XMp24j
  44. 44. ©2012 RAM. All rights reserved.
  45. 45. IF YOU ARE IN THE TORONTO, ONTARIO AREA, PLEASE C O N T A C T 4 1 6 - 5 6 4 - 1 8 63 : SHARON HERRNSTEIN, BA, MBA PROFESSIONAL BACKGROUND @WSI_Sharon_Herr /Sharon Herrnstein 20 year history of corporate sales and marketing • Over 200 international business cases analyzed- focus on strategic planning and profitability BUSINESS ACHIEVEMENTS/AWARDS • /WSI_Sharon_Herr Presidents Club Winner, multiple sales awards PAST INDUSTRIES • Telecom , Advertising and Publishing

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