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50 Landing Page
Best Practices
1. Not part of your website
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Website Landing page
• Browsing
• Discovery
• Topic-focused
• Designed for
conversion
Dedicated landing pages are designed
specifically to drive conversions & ROI.
2. Campaign Specific
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The best landing pages are targeted, specific &
contextually relevant.
• Seductive design
• Highly relevant &
valuable
• Deeply engaging
• Generic content
• Poor targeting
• No value prop
3. Traffic Source Specific
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Tailor experience to the needs of the visitor,
based on their "traffic source" origination.
4. Experience, not pages
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Think beyond the page to deliver amazing
digital experiences to visitors.
• Progressive conversion
• Propels through funnel
• Personalized experience
• No imagery/no design
• No call-to-action
• Painful form
5. Have a clear goal and strategy
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A solid methodology ensures your
strategy is aligned with your goals.
• Discover: Conduct research &
information exchange
• Plan: Develop program plan & test
strategy
• Execute: Design & launch
conversion-focused experiences
• Analyze: Perform analysis, share
knowledge, plan next steps
6. Grade and score visitors
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Grade
A
Grade
B
Grade
C
All clicks are not created equal. User segmentation
can help you identify your most profitable leads.
7. Use real-time analytics
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Real-time analytics mean agile,
test-and-learn capability.
• Traffic
• Bounce rate
• Conversion rate
• Segmentation
• Behavioral "tags" (what
people are clicking on)
• Confidence intervals
• Day parting
• Geolocation
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
"As soon as we get statistical significance on a test, we drive
immediately to a champion in real time. On Mother’s Day
alone, the real-time change in traffic splits resulted in over
$45,000 in incremental revenue. "
Real-time analytics mean agile,
test-and-learn capability.
8. Constantly test everything
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Radical redesigns & bold testing result in BIG lifts.
Radical
innovation
test waves
results in
264% lift for
Marian
University!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A dedicated landing page lifts lead
conversions 320% over website
320%
Radical redesigns & bold testing result in BIG lifts.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Iterative testing drives incremental lifts.
8%
Step indicators on form increase
Dell's lead conversions 8%
9. Integrated
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Great post-click experiences help you generate more
value from your other marketing investments.
10. Message Match
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Better message match is probably the single
greatest tactical improvements you can make!
• Are you delivering on your
promise?
• Are you maintaining visual
continuity in your banner
advertising?
• Do your words and phrases
match pre- to post-click?
11. Conversion focused
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A sharpened focus on your conversion goal
can lend to higher conversion rates.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Testing a conversion-focused microsite against the
Long Term Care product page increased leads 700%
700%
12. Streamline the experience
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Don’t make your visitors jump
through hoops! Eliminate any
unnecessary hurdles.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Device-optimized
• Clear message
• Intuitive design
• Finger-friendly
13. Be user-centered
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A lot of thought goes into designing great
user-centric interfaces for your visitors.
What do your visitors want to see?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
ObserveBuild Challenge
Put your visitors in the
driver’s seat with real
time testing.
Promote winning
page elements and
eliminate potential
obstacles.
Focus on what your
target audience
wants to accomplish.
How can your page
help to make that
possible?
14. A strong, clear call-to-action
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A strong call-to-action draws the attention of
the visitor and clearly tells them how they can
convert.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Glance at your page and
blur your eyes.
Can you distinguish your
call-to-action from the
rest of your content?
If not, strengthen it!
15. Relevant, streamlined forms
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Internally-focused forms feel like work.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Questions are
obviously
designed for the
company to
obtain additional
information
LOTS of required fields
is high barrier to form
completion
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Content customized based on
responses
Multi-step form guides user through quote process,
providing relevant content along the way
User-focused forms feel easy to complete.
Step 1
Step 2
Step 3
16. Clear value position
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your value proposition answers the question
"why should I buy from you instead of them?"
• Clear
• Differentiated
• Genuine
• Supported
17. Strong headlines matter
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your headline may be the single most
important element on your landing page.
Test to find the type that works the best.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Testimonial
Direct
Attention-grabbing Question
Offer-specific
Benefit-driven
18. Differentiation
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Hyper-targeted
• Highly focused
• Contextually relevant
Lead gen landing pages don't need to be "one size fits all"!
19. Above the fold
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Keep your call-to-action above the fold.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Don’t assume that visitors will scroll dow
explore everything that your page has to
The ‘Fold’: The point on your landing
page where visitors must scroll down to
see more
80% of time is spent 'above the fold'
20% of time is spent 'below the fold'
If using a long page format, repeat your
call-to-action (at least once) at the very
bottom of the page.
20. Visual, directional cues
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Good design can help lead
visitors toward your
conversion action.
Implicit directional cues are implied.
Ex. direction of gaze, color, visual weighting,
repetition of color, shape and size.
See how the gecko’s body is angled to the
conversion point and his eyes look at the call
to action?
Explicit directional cues are obvious.
Ex. lines, arrows, curves, etc.
See how the arrows tells the user where to
start?
21. Remember to say thank you
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you pages can create
valuable post-conversion
experiences.
Personally
thank your
visitors
Create next
steps
Provide additional
resources/value to
continue
engagement with
your brand
22. Benefit-driven copy
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Benefits almost always outperform
product-focused copy!
28% • Make a list of your
product features
• Then, determine
how those features
make your visitor's
life or job easier!
• Transform your
features into
tangible benefits
23. Keep your promises
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Doesn’t fulfill on
promise
• Too much content, too
little focus
• No repetition of words/
language from ad
Mismatch increases the odds that the user
will land and then quickly leave.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Delivers on promise
• Visual continuity
• Highly specific
When the ad and the landing experience match,
promises are kept.
24. Trust is a must
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Use trust assurances to clearly communicate
trustworthiness.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Great use of social
proof to communicate
trust: customer logos,
“global leader,” third-
party trust assurances.
25. Give good brand
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A brand is most important an emotional
connection between a user and a product or
service.
• First impressions matter
• Seductive design
• Relevant and compelling
content
• User-friendly across all
devices
26. Timely
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Ensure your landing pages (and offers)
are timely and relevant.
• Consider
seasonality of
offers and
promotions,
especially for retail
• Remove, change
or update offers as
they expire
• Agility in your
marketing +
disposable landing
pages = timely
campaigns
27. Value button copy
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Test gain-focused or “value” buttons
agains effort-focused buttons.
Gained-Focused or
“Value” Button Copy
Effort-Focused
Button Copy
Get
View
Enjoy
Discover
See
Play
Submit
Start
Activate
Learn
Pay
Go
28. Meaningful segmentation
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Use segmentation to get to know your landing page visitors.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Directional
copy
Easy choice
Mutually
exclusive
29. Frictionless choices
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Avoid choice paralysis. Give intuitive, limited choices.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A B 13%
Reducing choices from three to two options
increased leads 13% for TimeTrade
30. Don’t link away
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Remove distraction. Reduce the opportunity
for visitors to leave without converting.
Many calls-to-action, distracting navigation, lots of friction.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Lots of great content to share?
Break it into digestible chunks across multiple pages
31. Device optimized
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Whether you choose responsive or native, make
sure your experiences are device-optimized.
Responsive design automatically optimizes for device
Native mobile landing pages are designed
specifically for mobile devices
32. Show your product
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Don’t be afraid to show
your product!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• For services, this may mean
demonstrating results, offering
case studies or testimonials
• Testimonials demonstrate real-
world results & can
communicate the relative
value of an intangible
• Show in various formats:
image galleries, video,
interactive tours, etc.
33. Context of use
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Context of use put the visitor in the driver's seat.
"Works the way you do"…
video demonstrates
product features
Shows product in the
hands of the users
34. Social proof
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Social proof is the influence of others in a social situation.
Testimonials
provide user
proof
Press coverage
provides "expert"
social proof
"Over 8 million
singles…" = wisdom
of the crowds
35. Avoid information overload
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Adding content to a landing page can become a slippery slope.
What starts as a simple page…
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
...then all of the sudden includes 4 paragraphs of copy, bullets, a long
form, social links, a product shot...and the list goes on.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A focused page...
...tells the user what we want them to do and why.
36. Spice it up
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Lead gen landing pages don't have to be boring!
• Seductive design
• Highly relevant
• Highly valuable
• Deeply engaging
37. High image quality
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Quality matters to your visitors. Use of high-quality
imagery and fonts conveys a strong message about
your brand and product.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
high quality
+ accurately showcases products
+ lends to credibility and confidence
- increases page load time
- not always optimal for mobile
reduced quality
- can appear dated
- negatively impacts first impressions
+ loads fast (fewer bounces)
38. Interactive content
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Find interesting ways to display important information.
Test microsites, tabbed content and other types of
interactive content.
Tabbed interface allows visitors to
read content in a digestible format
39. Incorporate keywords on
PPC landing pages
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Incorporate the search terms that your visitors
use to increase relevancy on landing pages.
• Improve message match
• Increase relevancy
• Improve quality score
• Take it to the next level with
targeted imagery and content
40. Design matters
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Radically re-imagine the user experience, focusing on
intuitive, user-centered design that communicates value.
41. Be strategic
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Planning is the single greatest influencer in testing success.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Start tests by aligning your landing page
testing objectives with your overall
marketing strategy
• Determine your desired outcome
• Use testing to maximize revenue from
marketing expenses
42. Methodically plan
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A well-designed roadmap will help you ensure
you are on the path to success.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Q1 Q2 Q3 Q4
PPC Campaign
Mobile PPC Campaign
SEO
43. Wait for statistical confidence
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
80%-99% statistical confidence is a best practice
for A/B & multivariate testing.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Monitor your landing pages for immediate campaign
performance insights.
Wait until your tests achieve statistical significance. A
test result is typically statistically significant if the results
are unlikely to have occurred by chance.
Allocate your traffic to winning pages and reap the
benefits of higher conversion rates.
44. Be cyclical
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Testing is cyclical: it’s done in a
wave pattern consisting of
innovations and iterations.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Innovate by A/B testing
contrasting landing pages:
• Different templates, layouts
or styles
• Interactive content
• Image or text-heavy pages
• Iterate your champion by
testing different combinations
of page elements
• Button styles, text, or
colors
• Messaging
• Form fields
45. Use both A/B and MVT
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A/B to find big winners. Multivariate
test to refine those winners.
A/B MVT
Just getting started Ready to refine
Low volume of traffic High volume of traffic
Multi-page experiences Single landing page
Conversion lift, limited
learning
Want to determine
influence of page element
46. Test BIG
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Experiment with BIG ideas to get big results.
47. Avoid unproductive, -------------
-----unending tests
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Beware of the never-ending test!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Decide on a test duration (2-4 weeks, depending on traffic volume)
• Stick to two or three alternatives in a test wave
• Consider the traffic volume
• Higher volume, the faster you can reach significance
• A/B best for low volume pages
• MVT good for high volume pages
48. Timing matters
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Say NO! to sequential testing.
• Isolate your tests to remove the possibility of confounding
variables skewing your results and giving you bad data
• Only run real-time, parallel tests
• Sequential testing is a no-no!
49. Don’t stop
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Scale your program
methodically and effectively.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
opportunity
conversion
optimization
• Determine areas of opportunity
for testing
• Decide where to test
• Decide what to test
• Create your test plan
• Run your test
• Analyze your test
• Gather insight, learning &
formulate the next hypothesis
• Repeat!
50. Landing pages should be -----
-----flexible and disposable
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your website vs. Your landing pages
Expensive
Time Intensive
High Investment
Inflexible
Inexpensive
Disposable
Easy to Trash
Agile
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
We help brands create, test and optimize
amazing landing pages.
90% of customers report positive ROI.
Find out more:
http://www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you!
@ioninteractive
info@ioninteractive.com

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50 Landing Page Best Practices

  • 2. 1. Not part of your website © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Website Landing page • Browsing • Discovery • Topic-focused • Designed for conversion Dedicated landing pages are designed specifically to drive conversions & ROI.
  • 4. 2. Campaign Specific © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 5. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The best landing pages are targeted, specific & contextually relevant. • Seductive design • Highly relevant & valuable • Deeply engaging • Generic content • Poor targeting • No value prop
  • 6. 3. Traffic Source Specific © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 7. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Tailor experience to the needs of the visitor, based on their "traffic source" origination.
  • 8. 4. Experience, not pages © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 9. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Think beyond the page to deliver amazing digital experiences to visitors. • Progressive conversion • Propels through funnel • Personalized experience • No imagery/no design • No call-to-action • Painful form
  • 10. 5. Have a clear goal and strategy © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 11. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A solid methodology ensures your strategy is aligned with your goals. • Discover: Conduct research & information exchange • Plan: Develop program plan & test strategy • Execute: Design & launch conversion-focused experiences • Analyze: Perform analysis, share knowledge, plan next steps
  • 12. 6. Grade and score visitors © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Grade A Grade B Grade C All clicks are not created equal. User segmentation can help you identify your most profitable leads.
  • 14. 7. Use real-time analytics © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Real-time analytics mean agile, test-and-learn capability. • Traffic • Bounce rate • Conversion rate • Segmentation • Behavioral "tags" (what people are clicking on) • Confidence intervals • Day parting • Geolocation
  • 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com "As soon as we get statistical significance on a test, we drive immediately to a champion in real time. On Mother’s Day alone, the real-time change in traffic splits resulted in over $45,000 in incremental revenue. " Real-time analytics mean agile, test-and-learn capability.
  • 17. 8. Constantly test everything © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Radical redesigns & bold testing result in BIG lifts. Radical innovation test waves results in 264% lift for Marian University!
  • 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A dedicated landing page lifts lead conversions 320% over website 320% Radical redesigns & bold testing result in BIG lifts.
  • 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Iterative testing drives incremental lifts. 8% Step indicators on form increase Dell's lead conversions 8%
  • 21. 9. Integrated © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Great post-click experiences help you generate more value from your other marketing investments.
  • 23. 10. Message Match © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Better message match is probably the single greatest tactical improvements you can make! • Are you delivering on your promise? • Are you maintaining visual continuity in your banner advertising? • Do your words and phrases match pre- to post-click?
  • 25. 11. Conversion focused © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 26. A sharpened focus on your conversion goal can lend to higher conversion rates. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Testing a conversion-focused microsite against the Long Term Care product page increased leads 700% 700%
  • 27. 12. Streamline the experience © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 28. Don’t make your visitors jump through hoops! Eliminate any unnecessary hurdles. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Device-optimized • Clear message • Intuitive design • Finger-friendly
  • 29. 13. Be user-centered © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 30. A lot of thought goes into designing great user-centric interfaces for your visitors. What do your visitors want to see? © i-on interactive, inc. All rights reserved • www.ioninteractive.com ObserveBuild Challenge Put your visitors in the driver’s seat with real time testing. Promote winning page elements and eliminate potential obstacles. Focus on what your target audience wants to accomplish. How can your page help to make that possible?
  • 31. 14. A strong, clear call-to-action © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 32. A strong call-to-action draws the attention of the visitor and clearly tells them how they can convert. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Glance at your page and blur your eyes. Can you distinguish your call-to-action from the rest of your content? If not, strengthen it!
  • 33. 15. Relevant, streamlined forms © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 34. Internally-focused forms feel like work. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Questions are obviously designed for the company to obtain additional information LOTS of required fields is high barrier to form completion
  • 35. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Content customized based on responses Multi-step form guides user through quote process, providing relevant content along the way User-focused forms feel easy to complete. Step 1 Step 2 Step 3
  • 36. 16. Clear value position © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 37. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Your value proposition answers the question "why should I buy from you instead of them?" • Clear • Differentiated • Genuine • Supported
  • 38. 17. Strong headlines matter © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 39. Your headline may be the single most important element on your landing page. Test to find the type that works the best. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Testimonial Direct Attention-grabbing Question Offer-specific Benefit-driven
  • 40. 18. Differentiation © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 41. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Hyper-targeted • Highly focused • Contextually relevant Lead gen landing pages don't need to be "one size fits all"!
  • 42. 19. Above the fold © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 43. Keep your call-to-action above the fold. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Don’t assume that visitors will scroll dow explore everything that your page has to The ‘Fold’: The point on your landing page where visitors must scroll down to see more 80% of time is spent 'above the fold' 20% of time is spent 'below the fold' If using a long page format, repeat your call-to-action (at least once) at the very bottom of the page.
  • 44. 20. Visual, directional cues © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 45. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Good design can help lead visitors toward your conversion action. Implicit directional cues are implied. Ex. direction of gaze, color, visual weighting, repetition of color, shape and size. See how the gecko’s body is angled to the conversion point and his eyes look at the call to action? Explicit directional cues are obvious. Ex. lines, arrows, curves, etc. See how the arrows tells the user where to start?
  • 46. 21. Remember to say thank you © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 47. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you pages can create valuable post-conversion experiences. Personally thank your visitors Create next steps Provide additional resources/value to continue engagement with your brand
  • 48. 22. Benefit-driven copy © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 49. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Benefits almost always outperform product-focused copy! 28% • Make a list of your product features • Then, determine how those features make your visitor's life or job easier! • Transform your features into tangible benefits
  • 50. 23. Keep your promises © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 51. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Doesn’t fulfill on promise • Too much content, too little focus • No repetition of words/ language from ad Mismatch increases the odds that the user will land and then quickly leave.
  • 52. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Delivers on promise • Visual continuity • Highly specific When the ad and the landing experience match, promises are kept.
  • 53. 24. Trust is a must © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 54. Use trust assurances to clearly communicate trustworthiness. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Great use of social proof to communicate trust: customer logos, “global leader,” third- party trust assurances.
  • 55. 25. Give good brand © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 56. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A brand is most important an emotional connection between a user and a product or service. • First impressions matter • Seductive design • Relevant and compelling content • User-friendly across all devices
  • 57. 26. Timely © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 58. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Ensure your landing pages (and offers) are timely and relevant. • Consider seasonality of offers and promotions, especially for retail • Remove, change or update offers as they expire • Agility in your marketing + disposable landing pages = timely campaigns
  • 59. 27. Value button copy © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 60. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Test gain-focused or “value” buttons agains effort-focused buttons. Gained-Focused or “Value” Button Copy Effort-Focused Button Copy Get View Enjoy Discover See Play Submit Start Activate Learn Pay Go
  • 61. 28. Meaningful segmentation © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 62. Use segmentation to get to know your landing page visitors. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Directional copy Easy choice Mutually exclusive
  • 63. 29. Frictionless choices © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 64. Avoid choice paralysis. Give intuitive, limited choices. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A B 13% Reducing choices from three to two options increased leads 13% for TimeTrade
  • 65. 30. Don’t link away © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 66. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Remove distraction. Reduce the opportunity for visitors to leave without converting. Many calls-to-action, distracting navigation, lots of friction.
  • 67. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Lots of great content to share? Break it into digestible chunks across multiple pages
  • 68. 31. Device optimized © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 69. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Whether you choose responsive or native, make sure your experiences are device-optimized. Responsive design automatically optimizes for device Native mobile landing pages are designed specifically for mobile devices
  • 70. 32. Show your product © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 71. Don’t be afraid to show your product! © i-on interactive, inc. All rights reserved • www.ioninteractive.com • For services, this may mean demonstrating results, offering case studies or testimonials • Testimonials demonstrate real- world results & can communicate the relative value of an intangible • Show in various formats: image galleries, video, interactive tours, etc.
  • 72. 33. Context of use © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 73. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Context of use put the visitor in the driver's seat. "Works the way you do"… video demonstrates product features Shows product in the hands of the users
  • 74. 34. Social proof © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 75. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Social proof is the influence of others in a social situation. Testimonials provide user proof Press coverage provides "expert" social proof "Over 8 million singles…" = wisdom of the crowds
  • 76. 35. Avoid information overload © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 77. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Adding content to a landing page can become a slippery slope. What starts as a simple page…
  • 78. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ...then all of the sudden includes 4 paragraphs of copy, bullets, a long form, social links, a product shot...and the list goes on.
  • 79. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A focused page... ...tells the user what we want them to do and why.
  • 80. 36. Spice it up © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 81. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Lead gen landing pages don't have to be boring! • Seductive design • Highly relevant • Highly valuable • Deeply engaging
  • 82. 37. High image quality © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 83. Quality matters to your visitors. Use of high-quality imagery and fonts conveys a strong message about your brand and product. © i-on interactive, inc. All rights reserved • www.ioninteractive.com high quality + accurately showcases products + lends to credibility and confidence - increases page load time - not always optimal for mobile reduced quality - can appear dated - negatively impacts first impressions + loads fast (fewer bounces)
  • 84. 38. Interactive content © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 85. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Find interesting ways to display important information. Test microsites, tabbed content and other types of interactive content. Tabbed interface allows visitors to read content in a digestible format
  • 86. 39. Incorporate keywords on PPC landing pages © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 87. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Incorporate the search terms that your visitors use to increase relevancy on landing pages. • Improve message match • Increase relevancy • Improve quality score • Take it to the next level with targeted imagery and content
  • 88. 40. Design matters © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 89. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Radically re-imagine the user experience, focusing on intuitive, user-centered design that communicates value.
  • 90. 41. Be strategic © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 91. Planning is the single greatest influencer in testing success. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Start tests by aligning your landing page testing objectives with your overall marketing strategy • Determine your desired outcome • Use testing to maximize revenue from marketing expenses
  • 92. 42. Methodically plan © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 93. A well-designed roadmap will help you ensure you are on the path to success. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Q1 Q2 Q3 Q4 PPC Campaign Mobile PPC Campaign SEO
  • 94. 43. Wait for statistical confidence © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 95. 80%-99% statistical confidence is a best practice for A/B & multivariate testing. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Monitor your landing pages for immediate campaign performance insights. Wait until your tests achieve statistical significance. A test result is typically statistically significant if the results are unlikely to have occurred by chance. Allocate your traffic to winning pages and reap the benefits of higher conversion rates.
  • 96. 44. Be cyclical © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 97. Testing is cyclical: it’s done in a wave pattern consisting of innovations and iterations. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Innovate by A/B testing contrasting landing pages: • Different templates, layouts or styles • Interactive content • Image or text-heavy pages • Iterate your champion by testing different combinations of page elements • Button styles, text, or colors • Messaging • Form fields
  • 98. 45. Use both A/B and MVT © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 99. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A/B to find big winners. Multivariate test to refine those winners. A/B MVT Just getting started Ready to refine Low volume of traffic High volume of traffic Multi-page experiences Single landing page Conversion lift, limited learning Want to determine influence of page element
  • 100. 46. Test BIG © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 101. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Experiment with BIG ideas to get big results.
  • 102. 47. Avoid unproductive, ------------- -----unending tests © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 103. Beware of the never-ending test! © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Decide on a test duration (2-4 weeks, depending on traffic volume) • Stick to two or three alternatives in a test wave • Consider the traffic volume • Higher volume, the faster you can reach significance • A/B best for low volume pages • MVT good for high volume pages
  • 104. 48. Timing matters © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 105. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Say NO! to sequential testing. • Isolate your tests to remove the possibility of confounding variables skewing your results and giving you bad data • Only run real-time, parallel tests • Sequential testing is a no-no!
  • 106. 49. Don’t stop © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 107. Scale your program methodically and effectively. © i-on interactive, inc. All rights reserved • www.ioninteractive.com opportunity conversion optimization • Determine areas of opportunity for testing • Decide where to test • Decide what to test • Create your test plan • Run your test • Analyze your test • Gather insight, learning & formulate the next hypothesis • Repeat!
  • 108. 50. Landing pages should be ----- -----flexible and disposable © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 109. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Your website vs. Your landing pages Expensive Time Intensive High Investment Inflexible Inexpensive Disposable Easy to Trash Agile
  • 110. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We help brands create, test and optimize amazing landing pages. 90% of customers report positive ROI. Find out more: http://www.ioninteractive.com
  • 111. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com

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