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Desayuno Agosto (LandingPages)

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Desayuno Agosto (LandingPages)

  1. 1. Macarena Fragueiro Frias Responsable de Marketing- Doppler
  2. 5. Research <ul><li>“ Espiar” en el proceso de comunicación de la Competencia. </li></ul><ul><li>Tomar nota de dónde sorprenda: </li></ul><ul><ul><li>El desarrollo técnico </li></ul></ul><ul><ul><li>La estrategia de Comunicación </li></ul></ul><ul><ul><li>Etc. </li></ul></ul><ul><li>Autoevaluación. </li></ul><ul><li>Research de Target: </li></ul><ul><ul><li>Suscriptor tipo </li></ul></ul><ul><li>Landings específicas </li></ul><ul><li>RECORDAR LA FUENTE DE TRÁFICO </li></ul>
  3. 6. Conversión <ul><li>Definir el objetivo </li></ul><ul><li>Definir el mecanismo de Conversión </li></ul><ul><li>Ejemplo: </li></ul><ul><ul><li>Newsletter (objetivo)  formulario 1 campo (mecanismo) </li></ul></ul><ul><ul><li>Contacto (objetivo)  Formulario de contacto (mecanismo) </li></ul></ul>
  4. 9. Diagramación <ul><li>Diseñar la landing de acuerdo al: </li></ul><ul><ul><li>Objetivo </li></ul></ul><ul><ul><li>Subscriptor: </li></ul></ul><ul><ul><ul><li>No pierda el foco -Contenido </li></ul></ul></ul><ul><ul><ul><li>Entienda el mensaje -Action </li></ul></ul></ul><ul><ul><ul><li>-Diseño </li></ul></ul></ul>
  5. 11. Keepers <ul><li>Definir los Keepers </li></ul><ul><li>Eliminar lo que no sea necesario </li></ul><ul><li>¡Riesgo es perder la conversión! </li></ul>
  6. 12. Disposición <ul><li>Optimizar el nivel de Comprensión </li></ul><ul><li>Formato de una columna </li></ul><ul><li>Márgenes Amplios </li></ul><ul><li>Interlineado </li></ul><ul><li>Parrafos de no más de 5 lineas </li></ul><ul><li>Espacios en Blanco y uso de Imágenes </li></ul><ul><li>Las Comunicaciones de apariencia Densa y Extensa </li></ul><ul><li>NO son leídas </li></ul>
  7. 13. Obviedad <ul><li>Subrayar links </li></ul><ul><li>Claro </li></ul><ul><li>Simple </li></ul><ul><li>El Visitante NO tiene que trabajar o investigar para </li></ul><ul><li>poder entender la comunicación </li></ul><ul><li>8 segundos para captar la atención. Estudios demostraron que después de los 8 segundos se pierden el 50% de las visitas. </li></ul>
  8. 15. Salidas de Conversión <ul><li>Simple </li></ul>
  9. 16. Formularios <ul><li>Simple </li></ul><ul><li>Cuidar la extención </li></ul><ul><li>Sólo lo necesario para el objetivo </li></ul><ul><ul><ul><li>Evitar: Códigos postales, ciudad+Estado+País, etc. </li></ul></ul></ul><ul><ul><ul><li>Evitar: el Botón de Reset </li></ul></ul></ul><ul><ul><ul><li>Evitar: Campos Desplegables </li></ul></ul></ul><ul><li>Link  Política de Privacidad </li></ul><ul><li>Explicar el Por qué </li></ul><ul><li>Bonus: Cursor, Código Automático, Autocompletar, Tab </li></ul>
  10. 18. Colores y Elementos Claves <ul><li>Flujo Natural </li></ul><ul><li>Colores: Usar la misma paleta de colores del email para </li></ul><ul><li>la landing page. </li></ul><ul><li>Elementos del email </li></ul><ul><li>Elementos propios de las comunicaciones generales </li></ul>
  11. 21. Diagramación <ul><li>El mensaje principal  centro de la pantalla </li></ul><ul><li>Lo adicional: </li></ul><ul><ul><ul><li>SideBars </li></ul></ul></ul><ul><ul><ul><li>Eliminarlo </li></ul></ul></ul><ul><li>“ F Pattern Eye” </li></ul><ul><li>Scroll </li></ul><ul><li>600Px de largo </li></ul>
  12. 23. Imágenes <ul><li>Warning! </li></ul><ul><li>No Collage : una imágen principal </li></ul><ul><li>Velocidad de la LandingPage </li></ul><ul><li>Optimizar el tamaño y peso </li></ul>
  13. 25. Test & Check <ul><li>Check: </li></ul><ul><ul><ul><li>Ortografía </li></ul></ul></ul><ul><ul><ul><li>Datos </li></ul></ul></ul><ul><li>Test </li></ul><ul><ul><ul><li>Imágenes </li></ul></ul></ul><ul><ul><ul><li>Formularios </li></ul></ul></ul><ul><ul><ul><li>Links </li></ul></ul></ul>
  14. 26. Tracking <ul><li>Medir los Resultados </li></ul><ul><li>Detectar y Corregir Errores </li></ul><ul><li>Optimizar el Rendimiento </li></ul><ul><li>Web Analytics: </li></ul><ul><ul><ul><li>Medir los Resultados </li></ul></ul></ul><ul><ul><ul><li>A/B Test </li></ul></ul></ul><ul><ul><ul><li>Multiple Variable Tests </li></ul></ul></ul>
  15. 27. Check List <ul><li>¿El enfoque de la Landing se corresponde con nuestro Objetivo? </li></ul><ul><li>¿El mensaje de la Landing coincide con el mesaje del Email y con nuestro Objetivo? </li></ul><ul><li>¿Se redujeron todas las “distraciones” al mínimo posible? </li></ul><ul><li>¿La información relevante está en los primeros 600 px de alto? </li></ul><ul><li>¿Hay suficientes Botones de Acción? </li></ul><ul><li>¿Refleja el diseño de la Landing la identidad de nuestra marca? </li></ul>
  16. 29. Conclusiones <ul><li>Los emails generalmente no logran cumplir por si sólos nuestro objetivo. </li></ul><ul><li>El Website puede “distraer” al usuario. </li></ul><ul><li>LandingPage nos permite alcanzar nuestras metas. </li></ul><ul><li>Para que una LandingPage sea efectiva tenemos que: </li></ul><ul><ul><li>Evitar las distraciones </li></ul></ul><ul><ul><li>Colocar mecanismos de conversión </li></ul></ul><ul><ul><li>Colocar el mensaje en los primeros 600px de alto </li></ul></ul><ul><ul><li>No abusar de uso de imágenes </li></ul></ul><ul><ul><li>¡Tenemos sólo 8 segundos! </li></ul></ul>
  17. 30. ¡Gracias! @MinnieFF /Maca.Fragueiro.Frias /Maqui.Fragueiro.Frias [email_address]

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