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The Seven Deadly Sins of Landing Page Design

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The Seven Deadly Sins of Landing Page Design
@tim_ash #KISSwebinar
Presenter Tim Ash CEO at SiteTuners . Tim Ash is author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. Over the past 15 years, Tim has helped hundreds of US and international brands improve their web-based initiatives, including Canon, Google, Facebook, Nestle, Verizon Wireless, Texas Instruments, Cisco, and Coach. Tim is a highly-regarded keynote and conference presenter, and the chairperson of Conversion Conference. He has published hundreds of articles and is the host of the Landing Page Optimization podcast on WebmasterRadio.fm.
About SiteTuners • San Diego based conversion rate optimization agency • Large and small company clients worldwide Practice areas: • Conversion-focused website blueprints (full redesigns & quick facelifts) • Landing page test plans & testing strategy development • Internal optimization team mentoring & training
Ignore your lading pages at great peril at your bottom line
You are ignorant and blind
Your baby is ugly
How you see your web marketing…
…your visitors’ view
The seven deadly sins of landing page design
Sandal World landing page. What are you supposed to do here?
What is the desired CTA on this PPC landing page?
Show the customer what you want them to do
Create a clear focus
Too Many Choices
146 clickable links!
Get them closer to the goal…
Asking For Too Much Information
Get them closer to the goal…
What’s the minimum information you need?
Do you really need all this information?
Too Much Text
Would you read all this?
Even for a very technical product, this is too much
Not Keeping Your Promises
The promise of expert reviews
…but you have to join first
Visual Distractions
Too much color and too many things
Banners that move and cover text
Lack of Trust
Unhelpful risk reducers
Helpful risk reducers
Would you buy a grand piano from this site?
Example: Too many trust indicators +"58%"
Example: Optimized trust indicators +"40%"
Unclear call-to-action
Multiple Sins Case Study: CREDO Mobile
Find the sins
The optimized version
Focus areas on the original version
Focus areas on the optimized version
+84% conversions After optimization
Take off the rose-colored glasses
Get to work

Published in: Marketing, Business, Technology
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The Seven Deadly Sins of Landing Page Design

  1. Tim Ash, CEO at SiteTuners The Seven Deadly Sins of Landing Page Design
  2. @tim_ash #KISSwebinar Join us on Twi er
  3. Presenter Tim Ash CEO at SiteTuners 
 @tim_ash Tim Ash is author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. Over the past 15 years, Tim has helped hundreds of US and international brands improve their web-based initiatives, including Canon, Google, Facebook, Nestle, Verizon Wireless, Texas Instruments, Cisco, and Coach. Tim is a highly-regarded keynote and conference presenter, and the chairperson of Conversion Conference. He has published hundreds of articles and is the host of the Landing Page Optimization podcast on WebmasterRadio.fm.
  4. About SiteTuners • San Diego based conversion rate optimization agency • Large and small company clients worldwide Practice areas: • Conversion-focused website blueprints (full redesigns & quick faceli s) • Landing page test plans & testing strategy development • Internal optimization team mentoring & training
  5. WATCH THIS WEBINAR RECORDING NOW
  6. Ignore your lading pages at great peril at your bo om line
  7. You are ignorant and blind
  8. Your baby is ugly
  9. How you see your web marketing…
  10. …your visitors’ view
  11. The seven deadly sins of landing page design
  12. Unclear call to action 1
  13. Sandal World landing page What are you supposed to do here?
  14. What is the desired CTA on this PPC landing page?
  15. Before& A"er% Show the customer what you want them to do
  16. Before& A"er% Create a clear focus
  17. Too Many Choices 2
  18. 146 clickable links!
  19. Get them closer to the goal…
  20. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  21. Asking For Too Much Information 3
  22. Get them closer to the goal… Before& A"er% +%51%%%+%$48,000,000%
  23. Before& A"er% +%17%% What’s the minimum information you need?
  24. Do you really need all this information?
  25. Too Much Text 4
  26. Would you read all this?
  27. Even for a very technical product, this is too much
  28. Not Keeping Your Promises 5
  29. The promise of expert reviews
  30. …but you have to join first
  31. Visual Distractions 6
  32. Too much color and too many things
  33. Banners that move and cover text
  34. Lack of Trust 7
  35. Unhelpful risk reducers
  36. Helpful risk reducers
  37. Would you buy a grand piano from this site?
  38. Example: Too many trust indicators +"58%"
  39. Example: Optimized trust indicators +"40%"
  40. Unclear call-to-action Too many choices Asking for too much information Too much text Not keeping your promises Visual distractions Lack of trust Seven Deadly Sins Recap 4 5 6 7 3 2 1
  41. Multiple Sins Case Study: CREDO Mobile
  42. Find the sins
  43. The optimized version
  44. Focus areas on the original version
  45. Focus areas on the optimized version
  46. +84% conversions A er optimization
  47. Take off the rose-colored glasses
  48. Get to work
  49. THANK YOU Tim Ash CEO at SiteTuners

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