The document outlines best practices for designing effective landing pages, including giving the user value, testing designs, and focusing on usability factors like focal points and calls to action. It provides examples of good and bad page designs, and recommends making a quick impression, limiting distractions, personalizing content, and using techniques like eye tracking and A/B testing to improve conversions.

1. Best Practices For Landing Pages Alex Designs LLC Alexdesigns.com

2. Last Slide First Define a set of Landing Page best practices for your company - what works for your competitors may not work for you Design for all personas - make it as easy as possible to collect a lead. Plus integrate a follow-on campaign via email or phone Give the user value - reasons to complete a landing page or provide something in return Test, test and test - the only way to improve ROI

3. My Background: Studio Art Degree – FSU Fine Artist, Illustration & Graphic Design eDiets.com Creative Director – 7 Years Been A/B Testing since 2000 Alex Designs LLC – 3 Years Web Design and Consulting since 2004

4. Make A Quick Impression In just a brief one-twentieth of a second --less than half the time it takes to blink -- people make aesthetic judgments that influence the rest of their experience with an internet site.* * Behaviour and Information Technology journal

5. Creating a Scent Trail Banner Landing Page Product Detail Page Grab the visitor's attention (saying something of value) Craft a landing page that is consistent with the message of the ad and relevant to the problem the visitor is seeking to resolve Deliver on that message *From Future Now, Inc.

6. Landing Pages Begin Sales Funnel

7. Why A Sales Funnel? Isolate the user experience Focus on creating customer connections - lead generation & follow-ons Set Up For A/B Testing Higher ROI than a homepage Flexible to handle newsletter sign ups, up-sells and opt-in partnerships

8. Let’s See Some Examples

9. Example: Bad Sales Funnel

10. Example: Bad Landing Page Just A Little Long They Do A/B Test Does anyone read all this?

11. Example: Good Sales Funnel

12. Example: Good Landing Page Successful Trends: Button stands out Many ways to sign up Simple message Targeted demographic Free Trial Personalized Experiences

13. Landing Page Examples From Alex Designs LLC

14. Example #1: Landing Page With Form – Original Layout Problems With Layout: Button does not stand out Header is too big. This is considered wasted real estate - the page scrolls and button below fold. Lack of focal point to force the user focus on form Showing the price before user understands what the company is about. Navigation links are exits Header area

15. Example #1: Landing Page With Form – Wire Frame Layout Solutions For Layout: Make the button stand out Reduce Header size. The button is now above the fold. Lack of focal point to force the user focus on form Remove the prices and try to entice the user to create start the conversion process Remove Navigation links

16. Example #1: Landing Page With Form – New Layout Solutions Summary: Button is clearly defined and easy to read. Button is defined as the focal point Header is reduced and navigational links are eliminated. The page barely scrolls and all important elements are above the fold. User is not forced to read but skim bullets of copy or choose to take a tour if they want more info. Addition of the 100% Secure to make users feel more confident to sign up.

17. Results: Venture Deal Cost per action for either the 14 day trial signup or email newsletter signup, the CPA has gone down from $33 last month to $20 this month – a 40% drop . The number of 14 day trials per day has gone from 1.5 last month to 2.8 so far this month – 87% increase . The overall response rate once visitors hit my site has gone from 4% to 7%.

18. Example #2: Landing Page With Form – Original Layout Problems With Layout: Button is below the fold Photo is too big. Green text is hard to read Composition forces the user to look all across the page Lack of focal point to force the user focus on form. Too many green elements. Where’s the value?

19. Example #2: Landing Page With Form – Wire Frame Layout Solutions For Layout: Move button above the fold Give reason to why the user should get started. Provide some value and also a FREE Guide. Make it easier to read and flow better. Clearly define the focal point and call to actions.

20. Example #2: Landing Page With Form – New Layout Solutions Summary: Make the phone number easier to find Make the information easy to read and up to date. Give real reason why they should join. Provide credibility Clearly define the focal point and call to actions.

21. Improving Crown Peak Landing Pages

22. Example #3: Landing Page With Form – Original Layout Things I Like: Button above fold Buttons are Cleary Defined Limited Navigation Things I Don’t Like: I feel forced to read the text Text is hard to read Is the text providing any value? Lack of credibility Hard to tell why I should put my information into the form

23. Example #3: Landing Page With Form – Wire Frame Layout Solutions For Layout: Give them a reason to fill out the form Add Privacy and Credibility Make the flow of the page from left to right. The user is not forced to read copy. Add a testimonial or message to reinforce headline Use bullets (max 5) instead of paragraphs. Move the contact us and privacy links to pop-ups so users do not leave your landing page

24. Example #3: Landing Page With Form – New Layout Solutions Summary: Use the colors and photos to force the users eyes from left to right. Add Privacy and Credibility Add a testimonial or message to reinforce headline Use bullets (max 5) instead of paragraphs.

25. What are your competitors doing?

26. Competitor Example #1:

27. Competitor Example #2:

28. What are your partners doing?

29. Partner Example #1:

30. Partner Example #2:

31. A/B Testing: Helps Determine Marketing Copy & Strategy for not only the landing pages Optimize Your Conversion Long Term Benefits Improve Your Scent Trail

32. Multivariate Testing

33. Multivariate Testing: Google Web Optimizer http:// services.google.com/websiteoptimizer/overview/index.html

34. Eye Tracking:

35. Eye Tracking: Example from Tobii

36. Eye Tracking: Results of redesign after study completed

37. Brief Best Practice Summary Make a quick impression Limited Navigation Personalize the landing page - based on AD Focal point is the button -------------------------------------------------------- Provide value & credibility in your content Conversions are event driven - take action Design for eye tracking and usability Clear call to action - multiple times (Hard Sell) Test to improve your baseline

38. Last Slide Define a set of Landing Page best practices for your company - what works for your competitors may not work for you Design for all personas - make it as easy as possible to collect a lead. Plus integrate a follow-on campaign via email or phone Give the user value - reasons to complete a landing page or provide something in return Test, test and test - the only way to improve ROI

39. Thank You Alex Harris www.AlexDesigns.com [email_address] 954-240-4980