Landing Pages

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

Introduction – Why even bother? ,[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

Definitions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

What's not a landing page ,[object Object],[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

Got there – And now? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

Landing page conversions 06/04/09 Landing Pages - Marc Uhlig Search Free offers Conversion Rates Organic Search (non-optimized) 4.10% Organic Search (optimized) 6.10% Organic Search Average 4.40% Pay per Click 3.90% Search Buy now offers Conversion Rates Organic Search 1.99% Paid Inclusion 1.42% Pay per Click 1.38% Emails to House Lists Free offers Conversion Rates Business to Consumer 11.31% Business to Business 10.21%

Landing page conversions 06/04/09 Landing Pages - Marc Uhlig Email to House Lists Buy now offers Conversion Rates Business to Consumer 7.63% Business to Business 5.67% Emails to 3rd Party Lists Free offers Conversion Rates Business to Consumer 4.47% Business to Business 5.23% Email to 3rd Party Lists Buy now offers Conversion Rates Business to Consumer 0.97% Business to Business 0.85%

Four Steps of the Conversion Process: How a Visitor Experiences Your Landing Page 06/04/09 Landing Pages - Marc Uhlig

Stage one – 0-8 seconds ,[object Object],[object Object],[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

Stage two – A few seconds to a couple of minutes ,[object Object],06/04/09 Landing Pages - Marc Uhlig

Stage three ,[object Object],06/04/09 Landing Pages - Marc Uhlig

Stage four ,[object Object],06/04/09 Landing Pages - Marc Uhlig

The Six Steps of Landing Page Design - Step one ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

The Six Steps of Landing Page Design – Step two ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

The Six Steps of Landing Page Design – Step three ,[object Object],[object Object],[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

The Six Steps of Landing Page Design – Step four ,[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

The Six Steps of Landing Page Design – Step five ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

The Six Steps of Landing Page Design – Step six ,[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

5 Big Mistakes in Landing Page Design - Mistake one ,[object Object],06/04/09 Landing Pages - Marc Uhlig

5 Big Mistakes in Landing Page Design – Mistake two ,[object Object],06/04/09 Landing Pages - Marc Uhlig

5 Big Mistakes in Landing Page Design – Mistake three ,[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

5 Big Mistakes in Landing Page Design – Mistake four ,[object Object],06/04/09 Landing Pages - Marc Uhlig

5 Big Mistakes in Landing Page Design – Mistake five ,[object Object],06/04/09 Landing Pages - Marc Uhlig

5 Big Mistakes in Landing Page Design - Bonus mistake ,[object Object],06/04/09 Landing Pages - Marc Uhlig

Old 5% Conversion Landing Page 06/04/09 Landing Pages - Marc Uhlig

Revised 15% Conversion Landing Page 06/04/09 Landing Pages - Marc Uhlig

Palo Alto Software Old & New Landing Pages 06/04/09 Landing Pages - Marc Uhlig

Eyetracking Landing Page Study - How to read a heatmap 06/04/09 Landing Pages - Marc Uhlig

Eyetracking Landing Page Study - Lesson one ,[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

Eyetracking Landing Page Study - Lesson two ,[object Object],[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

Eyetracking Landing Page Study - Lesson three ,[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

Eyetracking Landing Page Study - Lesson four ,[object Object],06/04/09 Landing Pages - Marc Uhlig

Eyetracking Landing Page Study - Lesson five ,[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

Eyetracking Landing Page Study - Lesson six ,[object Object],06/04/09 Landing Pages - Marc Uhlig

Eyetracking Landing Page Study - Lesson seven ,[object Object],[object Object],[object Object],[object Object],[object Object],06/04/09 Landing Pages - Marc Uhlig

Left & Right Swap 1A 06/04/09 Landing Pages - Marc Uhlig

Left & Right Swap 1B 06/04/09 Landing Pages - Marc Uhlig

Text Emphasis & Trust Mark 2A 06/04/09 Landing Pages - Marc Uhlig

Text Emphasis & Trust Mark 2B 06/04/09 Landing Pages - Marc Uhlig

Headlines & Scrolling 3A 06/04/09 Landing Pages - Marc Uhlig

Headlines & Scrolling 3B 06/04/09 Landing Pages - Marc Uhlig

Use of Links in Text 4A 06/04/09 Landing Pages - Marc Uhlig

Use of Links in Text 4B 06/04/09 Landing Pages - Marc Uhlig

Reading Headlines 5A 06/04/09 Landing Pages - Marc Uhlig

Reading Headlines 5B 06/04/09 Landing Pages - Marc Uhlig

Font Size 6A 06/04/09 Landing Pages - Marc Uhlig

Font Size 6B 06/04/09 Landing Pages - Marc Uhlig

Conversion Rates—Landing Page Tweaks 06/04/09 Landing Pages - Marc Uhlig

Net Words: Creating High-Impact Online Copy by Nick Usborne 06/04/09 Landing Pages - Marc Uhlig

Don't Make Me Think: A Common Sense Approach to Web Usability, 2nd Edition by Steve Krug 06/04/09 Landing Pages - Marc Uhlig

MarketingSherpa's Landing Page Handbook 06/04/09 Landing Pages - Marc Uhlig

Thank you very much Marc Uhlig [email_address] 06/04/09 Landing Pages - Marc Uhlig

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