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Create Landing Pages that Work

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A landing page is a front door to the business. Unfortunately, a lot of them suffer from low conversions and poor visitors engagement. What are the strategies for improvements? What can you do right now? We will give you the answers. Our approach is to remove as much unnecessary information from the talk as possible and give you a solid cheatsheet (will be shared via e-mail) to follow.

Outline:
1. Background information, stats.
2. Reasons why landing pages don't convert
3. Strategies to improve the landing page
4. Summary, cheat-sheet
5. Question & Answers

Published in: Design
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Create Landing Pages that Work

  1. 1. @jennyshen Jenny Shen | Foundkit | Feb 2018 Create Landing Pages That Work
  2. 2. @jennyshen
  3. 3. @jennyshen
  4. 4. @jennyshen What about you? Business / Founder UX / Designer Marketing / Product Developer
  5. 5. @jennyshen What about you? Business / Founder UX / Designer Marketing / Product Developer
  6. 6. @jennyshen What about you? Business / Founder UX / Designer Marketing / Product Developer
  7. 7. @jennyshen What about you? Business / Founder UX / Designer Marketing / Product Developer
  8. 8. @jennyshen 1Stats 2Why many landing pages don't convert 3Strategies to improve your landing page
  9. 9. @jennyshen What a Landing Page Actually Is • It’s NOT a homepage • Its purpose is to get visitors to take action • Landing pages should be used for ads, keywords, campaigns, not homepage • It’s about communicating value as quickly as possible
  10. 10. @jennyshen How long does it take for visitors to form an opinion about your landing page? Take a guess:
  11. 11. @jennyshen 0.05seconds Source: ConversionXL
  12. 12. @jennyshen
  13. 13. @jennyshen Landing Pages That Don’t Convert 1Feature-oriented Headline
  14. 14. @jennyshen Feature-oriented Headline
  15. 15. @jennyshen Run a more efficient farm with intelligent insights Feature-oriented Headline
  16. 16. @jennyshen Feature-oriented Headline
  17. 17. @jennyshen FIND A PLACE THAT FEELS LIKE HOME Feature-oriented Headline
  18. 18. @jennyshen Landing Pages That Don’t Convert 2Outbound Links
  19. 19. @jennyshen Outbound Links
  20. 20. @jennyshen Landing Pages That Don’t Convert 3Too Much Information
  21. 21. @jennyshen Too Much Information
  22. 22. @jennyshen Landing Pages That Don’t Convert 4Lack of Visuals
  23. 23. @jennyshen Lack of Visuals
  24. 24. @jennyshen Landing Pages That Don’t Convert 5Cliché Stock Photo
  25. 25. @jennyshen Cliché Stock Photo
  26. 26. @jennyshen Cliché Stock Photo
  27. 27. @jennyshen Landing Pages That Don’t Convert 6Lack of Professional Design
  28. 28. @jennyshen Lack of Professional Design
  29. 29. @jennyshen Lack of Professional Design
  30. 30. @jennyshen Landing Pages That Don’t Convert 7Pop-ups
  31. 31. @jennyshen Pop-ups
  32. 32. @jennyshen 10Strategies To Improve Your Landing Pages
  33. 33. @jennyshen 1Know Who Your Users are
  34. 34. @jennyshen Know Who Your Users are • How often do you talk to users? • What is the most difficult when: comparing health insurance prices or looking for a travel package? • What keywords do they search for? What do they look for in a travel package?
  35. 35. @jennyshen • By knowing your users, you can optimize the landing page • Persona: age, location, education, income, motivations, goals, frustrations, personality, tech-savviness • Sales funnel for each persona with different keywords and designs Design Personas
  36. 36. @jennyshen Know Who Your Users are
  37. 37. @jennyshen 2Benefit-oriented Headline
  38. 38. @jennyshen Benefits, NOT features Headline should correspond to ad text that triggered the page Benefit- oriented headline
  39. 39. @jennyshen Benefit-oriented Headline
  40. 40. @jennyshen Benefit-oriented Headline
  41. 41. @jennyshenImage: UserOnboard
  42. 42. @jennyshenImage: UserOnboard Benefits Features
  43. 43. @jennyshen 3Clear and Relevant Content
  44. 44. @jennyshen • Does this site have what I am looking for? • Is there enough information? • Can I trust this site? • How long will this all take? Clear and Relevant Content
  45. 45. @jennyshen 1Trust 2Details 3Persuasion
  46. 46. @jennyshen • Who it is for • Why should they buy/use/try it • Why me • What qualifications I have • What others say • How it works • When the deadline is My Marketing Copy
  47. 47. @jennyshen Clear and Relevant Content
  48. 48. @jennyshen Clear and Relevant Content
  49. 49. @jennyshen Clear and Relevant Content
  50. 50. @jennyshen Clear and Relevant Content
  51. 51. @jennyshen Clear and Relevant Content
  52. 52. @jennyshen Conversion Rate 11.5%over 1 week campaign
  53. 53. @jennyshen 4Design with Actual Copy
  54. 54. @jennyshen Design is the packaging for the content • Actual content almost never fits into placeholders • Content-first approach: developing content early is a top priority Design with Actual Copy
  55. 55. @jennyshenImage: UXPin Design with Actual Copy
  56. 56. @jennyshenImage: Elezea Design with Actual Copy
  57. 57. @jennyshen 5Focus on 1 Main CTA (Call-to-action)
  58. 58. @jennyshen • The CTA should clearly state what it does to trigger a response • CTA color should contrast with the rest of the page and color scheme Focus on 1 Main CTA
  59. 59. @jennyshen Focus on 1 Main CTA
  60. 60. @jennyshen Focus on 1 Main CTA
  61. 61. @jennyshen 6Benefit-oriented CTA
  62. 62. @jennyshenImage: Unbounce Benefit-oriented CTA
  63. 63. @jennyshenImage: Unbounce Benefit-oriented CTA
  64. 64. @jennyshenImage: Leadpages Benefit-oriented CTA
  65. 65. @jennyshenImage: Leadpages Benefit-oriented CTA
  66. 66. @jennyshen Free Instant AccessClick hereSign up for FREE Benefit-oriented CTA
  67. 67. @jennyshen 7Professional and not annoying design
  68. 68. @jennyshen First impressions are 94%design-related Source: Kissmetrics
  69. 69. @jennyshen Professional and not annoying design
  70. 70. @jennyshen
  71. 71. @jennyshen 8Experiment with short/long content
  72. 72. @jennyshen Short copy performs better when the offer/product is: • Free • Very cheap • An impulse buy Short Content
  73. 73. @jennyshen Experiment with short/long content
  74. 74. @jennyshen Long copy performs better when the offer/product is: • expensive • complex Long Content
  75. 75. @jennyshen
  76. 76. @jennyshen 9Make Forms Short
  77. 77. @jennyshen Make Forms Short • A short form with just 1 to 3 fields • The more fields you ask the visitor to fill in, the more friction you create
  78. 78. @jennyshen Make Forms Short
  79. 79. @jennyshen 10Videos are the new…
  80. 80. @jennyshen Use Videos
  81. 81. @jennyshen Use Videos
  82. 82. @jennyshen You can increase conversion by 86%with videos Source: EyeView Video Marketing
  83. 83. @jennyshen 10Strategies To Improve Your Landing Pages
  84. 84. @jennyshen 10• Know Who Your Users Are • Benefit-oriented Headline • Clear And Relevant Content • Work With Actual Copy • Focus On 1 Main CTA • Benefit-oriented CTA • Professional & Not Annoying Design • Experiment With Short/long Content • Make Forms Short • Use Videos Strategies @jennyshen | Foundkit
  85. 85. @jennyshen Q&A Thanks! @jennyshen jenny@jennyshen.com jennyshen.com

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