Fundamentals of landing pages


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A look at how you can make your landing pages better.

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Fundamentals of landing pages

  1. 1. Know More
  2. 2. FUNDAMENTALS OF LANDING PAGE Agenda What is Landing Page Landing page is usually linked to: Types Of Landing Page 4 Steps of Making an Effective LP Presentation by: Pooja Shanbhag
  3. 3. What is Landing Page  A web page a customer arrives at after clicking on one of several forms of advertising  A piece of extended information of the ad clicked by the visitors  Display directed sales copy that is extension of the advertisement, search result or link  Landing page is also known as ―lead capture page‖
  4. 4. Landing page is usually linked to:  Ad campaigns  E-mailers  Coming soon page
  5. 5. Types Of Landing Page Standalone Landing Page Microsite Internal Website Landing Page • Reference Landing page • Transactional Landing Page • Microsite • Product details Page • Homepage as a Landing page
  6. 6. 4 steps for making an effective LP Right Foundation Building Page Level Strategy Testing the LP Optimization
  7. 7. Right Foundation Right Foundation        Not part of your website Have a clear goal and strategy Integrated Various LPs should be designed during the campaign Make your page visible on all devices Various Landing Pages to be designed Think experience
  8. 8. Not part of your website  Pages that are part of website are typically meant for browsing & discovery while those that are outside of website are topic-focused, and designed for conversion  Visitors are interested in service specifically product or  Dedicated Landing page can be specific to the traffic source a visitors arrive from and can result in higher conversions
  9. 9. Have a clear goal and strategy  What is the main purpose of landing pages? Is it to get more leads or sales?  That goal is what drives strategy and landing page design  It will be hard to know where to go next if the strategy is never clearly defined from the start  So knowing what a Landing page should accomplish before ever start on it
  10. 10. Integrated  Once landing page has captured a lead or sale, the experience shouldn’t just end  Landing pages should be fully integrated into a larger cohesive post-click program  The entire conversion experience for your visitors from preclick (what they clicked on), to post-click (the pages they land on) through post-conversion (what happens to them after they convert) should be mapped
  11. 11. Various LPs should be designed during the campaign  Various different LPs targeting different audience should be designed  This can help to promote the product in various ways targeting different segment
  12. 12. Make your page visible on all devices But will your fancy design work on all devices? Yes.
  13. 13. Think experience The moment of click-through — is the typical first impression in modern marketing But too often that impression is….
  14. 14. Annoyance Disappointment Boredom
  15. 15. What do we want our prospects to feel at this crucial moment of truth?
  16. 16. Delight But How?
  17. 17. 4 steps for making an effective LP Right Foundation Building Page Level Strategy Testing the Landing Page Optimization
  18. 18. Just By building page level strategy Design Content Form 3 Key Elements of Landing Page
  19. 19. Design
  20. 20. Fundamentals of Design        Keep it Clean Choose Your Images Carefully Show Rather Than Tell Use What's Familiar to Your Audience The Call to Action Add Directional Cues Put the most important content above the fold
  21. 21. Keep it Clean  A minimalist approach to design helps to focus on the message  There should be nothing on the page to distract from your core message  Only include links if they're absolutely necessary, such as the Buy button, or for an in-depth tutorial of your product  There should only be three routes out: finding more about the product, buying the product, or the web browser back button
  22. 22. Choose Your Images Carefully  Images can be the best way of showing off your product  Images are eye-candy, but when it comes to a landing page, images are mostly clutter. Images distract the reader from your main point, and increase the load time of your page  Research by the Aberdeen Group found that a one second delay in page load times meant 11% fewer page views and 7% fewer conversions
  23. 23. Show Rather Than Tell  When it comes to sales, the more you can show what your product does for customers, the stronger your sales message  For example, if you're selling a web app you could offer a guided tour of product features or if you are offering an e-book or e-course, you can provide a sneak peek inside
  24. 24. Use What's Familiar to Your Audience  Using what's familiar to your audience helps establish trust and boosts conversions  Landing page design should be such that it matches with the colors and fonts of the website  If readers are clicking from website, then the transition from main site to the landing page should appear seamless
  25. 25. The Call to Action  Call to action tab should be prominent and big in size so that it is easily noticeable  The call to action tab should be with rounded corners in shape
  26. 26.  Color should contrast from the rest of the site so it sticks out  While deciding the color of call to action tab color wheel should be taken in consideration
  27. 27. Add Directional Cues
  28. 28. Put the most important content above the fold  Most people view just above the fold, be aware of that
  29. 29. Content
  30. 30. Fundamentals of Content       The Headline needs to make a keyword connection Focus on one thing Showcase the value Use a second person narrative Use bullets Text on button
  31. 31. The Headline needs to make a keyword connection  Connect the visitor’s expectation to the first line they read on landing page  The prospect just clicked was about something specific, so the headline should deliberately reiterate those words  Assure the visitor he landed on the page he needs
  32. 32. Product Keyword Brand Keyword Need Keyword Keyword-targeted experiences
  33. 33. Focus on one thing  An effective landing page must be singularly focused on one subject  Deliver information on point with exactly what your visitor came for
  34. 34. Showcase the value  Highlight the value of your offer multiple times on your landing page  Use subheads and captions to state the value of your offer in a variety of places on the page so they can’t be missed
  35. 35. Use a second person narrative  Simply stated, use the word ―you.‖ Don’t refer to your visitor as a job title or generic seeker of a resolution to a problem. Don’t refer to your company by its name if you can help it. Write ―our.‖
  36. 36. Use bullets  Bulleted lists work great on landing pages  Its easy to preview the contents in short and sweet passages  Use icons or small images to steer the eye to the main points
  37. 37. Text on button  The question on the user’s mind is what do I get and how?  Its better to use verbs. Include phrases such as ―Learn how to…‖ ―Get insights…‖ ―Save time…‖ ―Download the…‖ ―Know more‖
  38. 38. Remember to say thank you  A must-do best practice simply because it is polite  They are a way for you to thank visitors for their time and interest and to confirm that they did indeed complete a purchase or that the whitepaper is being sent to their email  They are a great chance to upsell your visitors and to continue their experience with your brand
  39. 39. Fundamentals of Forms  Don’t Keep Lead Capture Form plain  Form Placement  Ask for Less information
  40. 40. Don’t Keep Lead Capture Form plain Before After V/S
  41. 41. Form Placement  Always place your form above the fold  A study done by Neilson Group a few years ago with 232 participants reading thousands of websites show that the dominant reading pattern is in the shape of an F  Typically, a reader starts at the upper left hand corner of the page and their eyes will horizontally scan the entire width of the text
  42. 42. Ask for Less information  Ask only for the information which is needed to move the transaction forward  Dan Zarrella at Hubspot researched 40,000 web forms from their customers and discovered that the conversion rate increased by 50% simply by reducing the number of form field from four to three
  43. 43. 4 steps for making an effective LP Right Foundation Building Page Level Strategy Testing the Landing Page Optimization
  44. 44. Testing the LP  A/B Testing  Multivariate Testing  Innovate varied alternatives  Make sure the page loads fast  Use Heat Maps
  45. 45. A/B Testing  A/B testing is a good method for innovation test cycles where you are testing two or three wildly different landing pages
  46. 46. vs.
  47. 47. Multivariate Testing  Multivariate testing is perfect for iteration cycles where you are to refine a landing page by testing variations of page
  48. 48. V/S
  49. 49. Innovate varied alternatives  Innovation testing cycles should test pages that are very different from one another – significantly different
  50. 50. Make sure the page loads fast  People don’t like to wait, attention spans are short  Keep your landing page simple  Don’t use many images or videos which will cause delay in loading  Google Developers can help to know how fast our page gets loaded
  51. 51. Use heat maps  Use heat maps to see where people are clicking the most  This will also help to notice sections where people tend to click, but which aren’t clickable -
  52. 52. 4 steps for making an effective LP Right Foundation Building Page Level Strategy Testing the Landing Page Optimization
  53. 53. When LP Should be Optimize?  Low Conversion Rate  High bounce rate  Low time spent
  54. 54. 4 easy steps to optimize your Landing Page Be Clear About The Action You Want Visitors to Take Tweak Your Page Monitor Stats
  55. 55. Tweak Your Page  Remove everything that's not relevant to your landing page goal  Make it simple  Tweak the copy  Tweak the design  Make your forms simple and compelling  Play around with buttons  Insert directional cues  Tweak your offer
  56. 56. Discussion
  57. 57. Thank You