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Landing Page Optimization


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When executed properly, landing pages can be very helpful in assisting markets to stay a step ahead of the competition, perform thorough tracking and analysis and increase conversion rates by as much as 48%.

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Landing Page Optimization

  1. 1. OPTIMIZING LANDING PAGES FOR LEAD GEN & CONVERSION August 25, 2010            From Monologues to Dialogues Listen · Engage · Inspire · Influence
  2. 2. Winning the Click <ul><li>Why is a landing page so important? </li></ul><ul><li>Through a series of emails, blogs, newsletters, radio, TV, print, webinars, etc., you earned their trust and they have decided to learn more, join your community and/or make a purchase. </li></ul><ul><li>You won the click… now what? </li></ul>08/25/10 Optimizing Landing Pages for Lead Gen and Conversion
  3. 3. Winning the Click <ul><li>If you send them to your general website it’s counterproductive because typically websites don’t foster community and/or support specific campaigns. </li></ul><ul><li>The landing page add authenticity by supporting the brand and offer that drove them there in the first place. </li></ul><ul><li>One page devoted to one product allows the consumer to focus on making the purchase without getting distracted. </li></ul>08/25/10 Optimizing Landing Pages for Lead Gen and Conversion
  4. 4. Example: Toshiba
  5. 5. 08/25/10 <ul><li>Consider this email advertisement from Toshiba in support of laptops for back to school. The timing is right… it is in fact back to school time. The brand and image is pure Toshiba. And there are 4 primary offers: </li></ul><ul><li>$399 for the C650D </li></ul><ul><li>$479 for the C650 </li></ul><ul><li>$579 for the L650 </li></ul><ul><li>$699 for the L650D </li></ul><ul><li>Now, let’s say you are specifically interested in the $579 L650 so you click on it and where do you land? </li></ul>
  6. 6. Where You Don’t Want To Land 08/25/10 Optimizing Landing Pages for Lead Gen and Conversion <ul><li>I’ll tell you where you don’t want to land. That would be the general website @ . </li></ul><ul><li>It’s a great site but its not dedicated to the specific laptop offer you’re interested in. </li></ul><ul><li>What you want to see is the information about “that” laptop and if you go to a generic site and can’t easily find it, without any distractions, chances are you’re going to get frustrated and abandon. </li></ul><ul><li>So let’s take a look at where you do want to go… </li></ul>
  7. 7. Where You Do Want To Land 08/25/10
  8. 8. The Toshiba L650 Landing Page 08/25/10 <ul><li>Let’s review the primary benefits of this page: </li></ul><ul><ul><li>It’s focus is on one thing only… the laptop you expressed interest in. </li></ul></ul><ul><ul><li>It’s uncluttered and has no unnecessary elements. </li></ul></ul><ul><ul><li>It’s very easy on the eye and easy to follow; no sidebars, great use of white space. </li></ul></ul><ul><ul><li>Everything is on target and relevant to the ad. </li></ul></ul><ul><ul><li>All the important information is above the fold meaning you don’t have to scroll down to place your order. </li></ul></ul>Optimizing Landing Pages for Lead Gen and Conversion
  9. 9. Summary
  10. 10. Summary <ul><li>When conducting any marketing campaign, whether its local, regional or national, a landing page is the only truly effective way of getting accurate results you can really depend on.   </li></ul><ul><li>When executed properly, landing pages can be very helpful in assisting any web marketer to stay a step ahead of its competition. </li></ul><ul><li>Landing pages have been known to increase conversion rates by as much as 48%. </li></ul>08/25/10 Optimizing Landing Pages for Lead Gen and Conversion
  11. 11. Best Practices
  12. 12. Best Practices <ul><li>Define your conversion. Before you start to design your landing page, define that page’s conversion activity. For a newsletter landing page, the conversion activity is entering an email address into a form and clicking “Accept.” </li></ul><ul><li>Make sure everything is on target. Do not construct the page for anyone else—generic and broad pages are proven to fail—and keep everything “on target.” Your ad campaign already funnels traffic to your landing page, so visitors are expecting a very targeted message. Tailor the pages to them. </li></ul><ul><li>Eliminate unneeded elements. Distractions kill conversions. Strip any unneeded elements from the page. This is not your home page. Anyone who comes to your landing page has already been screened by your ad. They expect a very specific message. </li></ul>08/25/10 Making the Most of Facebook
  13. 13. Best Practices <ul><li>Make sure there is continuity with the creative. The landing page and creative should match. The easiest way to clue visitors in that they have arrived at the right place is to use the heading from your ad creative. </li></ul><ul><li>Never lose focus. Avoid the urge to promote or link to other areas of your site. The point of the landing page is to prevent your visitor from wandering. You want them converting, not clicking around to other parts of your site and marveling at your Flash animations. Imagine if GAP encouraged shoppers entering their stores to leave and walk around the mall. Once they stop thinking about your offer, you’ve lost them. </li></ul><ul><li>Important information should always appear above the “fold”. Pay attention to the virtual fold (the bottom of the screen before scrolling). Place enough content above the fold to allow your visitor to make a decision about continuing on the site. If a visitor has to click or scroll to figure out what your site is about, the only thing they’ll click is the back button. </li></ul>08/25/10 Making the Most of Facebook
  14. 14. Best Practices <ul><li>Lead the eye. Use typography and color to your advantage. Lead the eye along the page towards the conversion exit. Thoughtful use of whitespace, large copy and graphics can make a long page seem much shorter than it really is. Be careful though—a great image will demand a lot of eye time and if misplaced can ruin the flow of your message. </li></ul><ul><li>Place the important stuff (whether it’s your copy or your image) close to the middle, and never distract your user from that focal point. Avoid putting interesting material in sidebars. This pulls the eye away from the main body. If it’s interesting and valuable, keep it close to the center and use it to direct the eye. </li></ul>08/25/10 Making the Most of Facebook
  15. 15. Best Practices <ul><li>Make it as simple and easy as possible. Make the input cursor hop to the next field after a user finishes the current field. Allow the user to tab around fields. Auto-populate any fields you can. </li></ul><ul><li>Remove all unneeded fields. Don't ask for city/state/province if you ask for a Zip or postal code. Focus on the essentials. </li></ul><ul><li>If you’re asking users to register for a newsletter, ask for only an email address. You don’t need their name now. Get rid of the reset button. It’s dangerous for both the user and you. </li></ul><ul><li>Test, test and then test again. After you have finished the design of your landing page, test it with a small user group. </li></ul>08/25/10 Making the Most of Facebook
  16. 16. Landing Page Samples
  17. 17. 08/25/10 Making the Most of Facebook
  18. 18. 08/25/10 Making the Most of Facebook
  19. 19. 08/25/10 Making the Most of Facebook
  20. 20. Making the Most of Facebook
  21. 21. Contact Us
  22. 22. Contact Us <ul><li>Deb Kennedy </li></ul><ul><li>Chief Multi-Channel Marketing Evangelist </li></ul><ul><li>Channel Neutral Marketing </li></ul><ul><li>Office: 516-922-7887 </li></ul><ul><li>Mobile: 516-983-1617 </li></ul>08/25/10 Optimizing Landing Pages for Lead Gen and Conversion