How to Design a High Converting Landing Page

© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok
Anatomy Of a Perfect Landing Page
Presented by
Bryan Eisenberg
http://www.BryanEisenberg.com
@TheGrok

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
bryaneisenberg.com
Bryan Eisenberg
bryan@bryaneisenberg.com
@TheGrok

Companies typically spend $92 to
bring customers to their site.
But only $1
to convert them.
© 1999 - 2010 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary.

What percentage of your total marketing
budget is allocated to optimization activities?
includes agency fees, professional services, technology
- source eConsultancy 4/2013

Most websites don’t have a
TRAFFIC problem...
However, every website has a
CONVERSION problem!

All purpose flour
Water
Yeast
Salt

Type to enter text

Who Gets To make business decisions?
The Answer
Shouldn’t Surprise You

It’s A Journey, NOT A Destination
Conversion rate is a measure of your ability to persuade visitors to take the action
you want them to take.
It's a reflection of your effectiveness and customer satisfaction. For you to achieve
your goals, visitors must first achieve theirs.
Bryan Eisenberg, ClickZ 2001
“
“

Landing Page Optimization!

The Entire Customer Journey!

Google Explains Relevance
"We provide strong SCENT so users don't
lose time," he said. "We take the text
from the page that is relevant to the
query, and include it in the summary…
Advertisers are coming to the
realization that ads must have a scent
that the user will likely find useful."
- Krishna Bharat, senior research
scientist at Google

Eisenberg’s Hierarchy of Optimization
UX
Personas
(aggregate)
(segment)

Experience Doesn’t Always Meet Needs
Online retailers
have lost over
$44 billion due
to transaction
problems on
their site!?!

Personas are composites

Will you drown in average?
Each segment that was brought in by an individual marketing effort has
different, sometimes intersecting, occasionally opposing scenarios
(persuasion paths) based on their. . .
Purchase
Preferences
knowledge
needs motivation

Segments, Sub-Segments & More
Interests
Demographics
Psychographics
Source
Behavior
Interaction
Buying stage
Economic value
Social
Johari model
Compexogram

*Experian & SEO Moz, 2013
in lost revenue
Hundreds
search queries are long-tail*
Websites Have A Big Problem
7 out of 10
Millions
of ways to describe them
44
627
possible long-tail queries
for iPhone 5 case

99.6%
75.5%
89.3%
Missed targets
Bounced visits
Failed to persuade
Searchers’ Journey through your Funnel

Where is The Landing Page Opportunity?

First Map Stage then the Scenario Narrative
Stage Action
Early/Awareness ?
Mid/Consideration -
Preference
?
Late/Purchase Setup an Account
Post-Lead Launch
Campaign/Consumptio
n

Keywords, Questions and the Buying Cycle

20
Keywords Don’t Fail to Convert...You do! Tweet

25
We End It At the Landing Page

We take those funds that might
otherwise be used to shout
about our service, and put those
funds instead into improving the
service. That's the philosophy
we've taken from the beginning.
If you do build a great
experience, customers tell each
other about that. Word of mouth
is very powerful.
4 Pillars to Amazon success
Customer Centricity
Continuous Optimization
Culture of Innovation
Corporate Agility
Jeff Bezos - A Long Term Investment

Invest in Customer Experience
Average Market Capitalization Growth
Top 50 Brands CAGR 2001-2004
Source: Interbrand, Marketing Leadership Council analysis

Scott Cook, Founder of Intuit
The role of today’s leadership is to “remove the
speed bumps in the experimenters’ way!”
These include:
• Technological
limitations imagined and real
• Legal limitations imagined and
real
• Organizational culture

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 34
If you double the number of
experiments you do per year you’re
going to double your inventiveness.
– Jeff Bezos
If Amazon was doing over 200 a tests at a given time
since 2004, how many more learnings have they had
than you?
How agile are you?

From John Gagnon & Ping Jen
19
Because Bing Ads' quality score is established after the fact, it isn't
used directly to determine your bid and your ad rank. We generate
quality score to help advertisers identify improvement opportunities.
Many people think that landing page relevance is between your
keyword and your landing page. It's actually based on the search
query your keywords trigger.
No problem No problem No problem
Poor No YesPoor Poor
Quality Score 1 to 5 QS=6 QS=7 to 10
Landing Page
UX
Landing Page
Relevance
Keyword
Relevance
Your KW CTR >
Marketplace Avg.
CTR

Optimize All You Want
It’s Not About What, but Why!
“We can't solve problems
by using the same kind of
thinking we used when we
created them.”
- Albert Einstein

Don’t Write an Ad…
Your Landing Page Can’t Cash

There is a Magic Formula

30 Key Optimization Factors
Planning
WIIFM: What's in it for me?
Unique Value Proposition/Campaign
Proposition
The Buying Decision
Categorization
Structure
Usability
Look and Feel
Searchability
Layout, Visual Clarity, and Eye Tracking
Purchasing
Tools
Error Prevention
Browser Compatibility
Momentum
Product Presentation
Load Time
AIDAS (Scent)
Trust & Credibility
Navigation / User of Links
Product Selection / Categorization
Up-sell / Cross-sell
Calls to Action / forms
Point of Action
Security & Privacy
Communication
Persuasive Copywriting
Content
Headlines
Readability
Use of Color and Images
Terminology / Jargon
"We-We" Test (Customer-Focused
Language)
Features like reviews

The Conversion Trinity
Relevance Value CTA

Always An Audience Of One

Personas To Build Predictive Models
Simple Personas - include decision making styles,
buying stages and some basic segmentation
Robust Personas - include Meyers-Briggs Type
Indicator psychographic profiles, market research,
competitive analysis and detailed segmentation

Eyetracking 4 Types: Jakob Nielsen
http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/

But What Are the Ingredients?

10 Main Landing Page Sections
Logo
Headline/UCP
text
graphical
Offer
Descriptive copy
Bullet/block
List of key features
List of key benefits
Product/Service Presentation
Product image
Tours
Screen shots
Life-style images
Calls to action
Links
Buttons
Forms
Confidence Building
Testimonials
Examples of users
3rd Party validators
Contact Information
Link to more information
Template elements

Breaking Down Sections
Logo
Call to Action
Headline
Product presentation
Confidence building
Offer

Logo
Call to Action
Headline
Links to More Information
Offer
Template elements

Logo
Call to Action
Headline
Offer
Confidenc
e building
Template elements
Confidence
building
Call to Action
Links to
More
Information
Confidence
building
Contact Info

Logo
Headline
Offer/Descriptive
Copy
Links to More
Information
Confidence building
Template elements/
Navigation
Call to Action
Contact Info

Offer/Descriptive
Copy
Logo
Headline
Links to More
InformationConfidence building
Template elements/
Navigation
Call to Action
Contact Info
Product
presentation
Template elements/
Navigation

Logo
Headline
Links to More
InformationConfidence building
Template elements/
Navigation
Call to Action
Contact Info
Template elements/
Navigation

The Visible Anatomy
5 Dimensions:
1. Relevance
2. Quality
3. Placement
4. Proximity
5. Prominence
Logo
Call to Action
Headline
Offer
Confidenc
e building
Template elements
Confidence
building
Call to Action
Links to
More
Information
Confidence
building

A Comparison of the
Anatomy of B2B Landing Pages

Logo
Call to
Action
Headline
Offer
Confidence building
Template elements/ Navigation
Call to Action
Call to
Action

Logo
Headline
Offer
Confidence building
Call to Action
Descriptive copy
Call to Action
Template Elements

Logo
Headline
Offer
Confidence building
Call to Action
Call to Action
Product
presentation

Logo
Call to
Action
Headline
Offer
Confidence building
Call to Action
Call to
Action
Prioritize Actions
1
2
3

Prioritize Actions
Logo
Headline
Offer
Confidence building
Call to Action
Descriptive copy
Call to Action
Template Elements
1
2
3

Prioritize ActionsLogo
Headline
Offer
Confidence building
Call to Action
Call to Action
Product
presentation
1
2
3

Logo
Call to
Action
Headline
Offer
Confidence building
Call to Action
Call to
Action
1
2
3

Logo
Headline
Offer
Confidence building
Call to Action
Descriptive copy
Call to Action
Template Elements
1
2
3

Logo
Headline
Offer
Confidence building
Call to Action
Call to Action
Product
presentation
1
2
3

Desktop browsing is a full course dinner;
mobile browsing is like snacking!

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
Bryan Eisenberg
bryan@bryaneisenberg.com
Some images provided by Shutterstock
Blog
www.BryanEisenberg.com
Phone
(347) 470-GROK (4765)
Bryan Jeffrey
@TheGrok @JeffreyGroks

How to Design a High Converting Landing Page

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