Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Beginner's Guide to Landing Page Optimization

557 views

Published on

This presentation will introduce you the basic to landing page optimization. I'll show you ways to improve your landing page so that you can drive more traffic, leads and sales for your business. I will address some of the key elements you need to have in order to create an effective landing page. Whether you are a startup founder or business owner selling products/services via the Internet, or if you're interested to learn more about digital marketing, this information is for you.

Published in: Business
  • Be the first to comment

  • Be the first to like this

The Beginner's Guide to Landing Page Optimization

  1. 1. The Beginner’s Guide to Landing Page Optimization How to increase the success rate your landing page drives traffic, leads and close sales? MashWebby
  2. 2. Hi there! I’m Zoe Chew
  3. 3. Digital/Technical Marketer Twitter @whizzzoe #codetheweb #electronicmusiclover Zoe…. 24/7 talking about SEO, inbound marketing & growth hacking Ninja at MashWebby.com I’m here, let’s get in touch!
  4. 4. How to optimize your landing page to drive more traffic, leads and sales? QUESTIONS? MashWebby
  5. 5. What are the must-have elements of an effective landing page? QUESTIONS? MashWebby
  6. 6. I’ll show some examples so you can execute them in your campaign
  7. 7. Ready to cook some knowledge?
  8. 8. Hmm…. Is A Website Home Page = A Landing Page? MashWebby
  9. 9. Home Page
  10. 10. Website home page A website home page delivers generic information about your products/services MashWebby
  11. 11. Website home page Created for awareness purpose, which is to drive traffic and attract visitors to your site. MashWebby
  12. 12. Website home page Created for awareness purpose, which is to drive traffic and attract visitors to your site. It introduces about who you are, what products/services you have, what you do - without being focused on one particular purpose. MashWebby
  13. 13. Landing Page
  14. 14. Landing page A landing page delivers information about specific offer, created to drive targeted audience and leads MashWebby
  15. 15. Landing page Created for conversion purpose, which is to convert unknown visitors into known leads. MashWebby
  16. 16. Landing page Created for conversion purpose, which is to convert unknown visitors into known leads. E.g.: visitors sign up for newsletter, download eBook, subscribe to membership, etc. MashWebby
  17. 17. 3 Ways to Optimize Your Landing Page
  18. 18. 3 Ways To Optimize Your Landing Page Optimize For Conversion Rate Optimize For Search Engine Optimize For User Experience MashWebby
  19. 19. 1 Optimize Landing Page for Conversion Rate
  20. 20.  Increase sign up rates or number of leads generated  Grow your email list  Engage with your potential customers MashWebby Benefits…
  21. 21. #1 Create compelling offer Research your target audience for the offer (their roles, age, interest, motivation and challenges) MashWebby
  22. 22. #1 Create compelling offer Offer something your ideal customers want to look for in order to solve their problems. Research your target audience for the offer (their roles, age, interest, motivation and challenges) MashWebby
  23. 23. #1 Create compelling offer Offer something your ideal customers want to look for in order to solve their problems. Compelling headline: “How to (solve ideal customer problems) using (your secret source) Research your target audience for the offer (their roles, age, interest, motivation and challenges) MashWebby
  24. 24. #2 Entice visitors using calls-to-action Use actionable words like: “Get, Download or Sign Up for free trial” MashWebby
  25. 25. #2 Entice visitors using calls-to-action Use actionable words like: “Get, Download or Sign Up for free trial” Make your CTA buttons stand out with contrasting colors MashWebby
  26. 26. #2 Entice visitors using calls-to-action Use actionable words like: “Get, Download or Sign Up for free trial” Make your CTA buttons stand out with contrasting colors A/B test to measure the impact of CTA on your conversion rate MashWebby
  27. 27. #3 Use sign up form Make it easy for people to understand and fill out the form MashWebby
  28. 28. #3 Use sign up form Make it easy for people to understand and fill out the form Include email privacy policy (i.e. “We will not spam your inbox”) MashWebby
  29. 29. #3 Use sign up form Make it easy for people to understand and fill out the form Include email privacy policy (i.e. “We will not spam your inbox”) Match form length with the value of your offer (the more valuable is your offer, the more information you can ask) MashWebby
  30. 30. #4 Set up analytics Attach UTM code to a custom URL that allows you to track a campaign’s traffic source/medium, MashWebby
  31. 31. #4 Set up analytics Attach UTM code to a custom URL that allows you to track a campaign’s traffic source/medium, Metrics to consider: number of visits on landing page, number of leads converted, number of shares MashWebby
  32. 32. #4 Set up analytics Attach UTM code to a custom URL that allows you to track a campaign’s traffic source/medium, Metrics to consider: number of visits on landing page, number of leads converted, number of shares Continue to improve landing page performance MashWebby
  33. 33. 2 Optimize Landing Page for Search Engine
  34. 34.  Drive organic (free) traffic from search engine to your site  Improve search ranking for your website  Improve brand exposure on SERP (Search Engine Result Page) MashWebby Benefits…
  35. 35. #5 Research the right keywords Research your audience and speak the same languages/keywords as your target audience MashWebby
  36. 36. #5 Research the right keywords Research your audience and speak the same languages/keywords as your target audience Keyword research tools: AdWords planner, Google Trend, Wordtracker MashWebby
  37. 37. #6 Include keywords in page URL Include keywords in landing page URL MashWebby
  38. 38. #6 Include keywords in page URL Include keywords in landing page URL For example: “www.example.com/category/ keywords of your landing page title” MashWebby
  39. 39. #7 Use long-tail keywords Keyword phrases that are more than 2 or 3 words MashWebby
  40. 40. #7 Use long-tail keywords Keyword phrases that are more than 2 or 3 words Attract targeted niche/audience, less competitive MashWebby
  41. 41. #7 Use long-tail keywords Keyword phrases that are more than 2 or 3 words Attract targeted niche/audience, less competitive For examples, “digital marketing vs. digital marketing for tech startups” MashWebby
  42. 42. #8 Improve HTML elements Include keywords in your title tag - <title>keywords</title> MashWebby
  43. 43. #8 Improve HTML elements Include keywords in your title tag - <title>keywords</title> Include keywords in H1 and H2 header tags MashWebby
  44. 44. #8 Improve HTML elements Include keywords in your title tag - <title>keywords</title> Include keywords in H1 and H2 header tags Use Alt tag to give images description: <img src=“image.jpg" alt=“keywords for images“> MashWebby
  45. 45. #9 Include meta description Include relevant keywords in meta tag to capture visitors’ interest on search engine MashWebby
  46. 46. #9 Include meta description Include relevant keywords in meta tag to capture visitors’ interest on search engine Each landing page should have an unique meta description MashWebby
  47. 47. #9 Include meta description Include relevant keywords in meta tag to capture visitors’ interest on search engine Each landing page should have an unique meta description Keep your meta description less than 160 characters MashWebby
  48. 48. #10 Get social Contents that get shared = get found easily on search engine MashWebby
  49. 49. #10 Get social Contents that get shared = get found easily on search engine Add social sharing buttons on your landing page MashWebby
  50. 50. #10 Get social Contents that get shared = get found easily on search engine Add social sharing buttons on your landing page Place social share buttons at places that are highly visible MashWebby
  51. 51. 3 Optimize Landing Page for User Experience
  52. 52.  Increase time on site = improve search ranking  Lower bounce rate or drop-off rate  Keep visitors coming back in the future = increase retention rate MashWebby Benefits…
  53. 53. #11 Improve landing page design Choose simple and clear landing page templates MashWebby
  54. 54. #11 Improve landing page design Choose simple and clear landing page templates Make sure landing page is responsive on mobile device MashWebby
  55. 55. #11 Improve landing page design Choose simple and clear landing page templates Make sure landing page is responsive on mobile device Keep color scheme consistent and make sure it attracts visitors’ eyes easily MashWebby
  56. 56. #12 Include visual assets Use relevant and high quality images on landing page MashWebby
  57. 57. #12 Include visual assets Use relevant and high quality images on landing page Provide whitespaces between images and text MashWebby
  58. 58. #12 Include visual assets Use relevant and high quality images on landing page Provide whitespaces between images and text Include explainer videos on landing page to make it more interesting MashWebby
  59. 59. #13 Improve navigation experience Remove distractions such as irrelevant pop-ups or links to keep visitors focused on the landing page MashWebby
  60. 60. #13 Improve navigation experience Remove distractions such as irrelevant pop-ups or links to keep visitors focused on the landing page Guide visitors where to go next after they perform certain actions MashWebby
  61. 61. #13 Improve navigation experience Remove distractions such as irrelevant pop-ups or links to keep visitors focused on the landing page Guide visitors where to go next after they perform certain actions For example, tell them what to expect after they sign up for the newsletters MashWebby
  62. 62. #14 A/B test your landing page Choose one element to test at one time (i.e. red CTA button vs. yellow CTA button) MashWebby
  63. 63. #14 A/B test your landing page Choose one element to test at one time (i.e. red CTA button vs. yellow CTA button) Separate between control page and testing page – which contains the element you want to test MashWebby
  64. 64. #14 A/B test your landing page Choose one element to test at one time (i.e. red CTA button vs. yellow CTA button) Separate between control page and testing page – which contains the element you want to test Run the A/B experiment, track and see which design converts better MashWebby
  65. 65. Digital/Technical Marketer Twitter @whizzzoe #codetheweb #electronicmusiclover Ask a Question? 24/7 talking about SEO, inbound marketing & growth hacking Ninja at MashWebby.com I’m here, let’s get in touch!
  66. 66. THANK YOULove what you read? Share it with your colleagues 

×