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[Unwebinar] The 7 Deadly Sins of Landing Page Usability

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The 7 Deadly Sins of Landing Page Usability
How Focusing on User Experience Can Help You Increase Conversion Rates
Copyright 2015 Unbounce.com - The Landing Page Builder For Marketers

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Stef Miller is a Marketing Manager at UserTesting, leading the company’s Demand Gen strategy. She believes that true happiness comes from collaborating with creative people to make awesome things happen. Find her @supahstef on Twitter.
About Stef Miller

No matter how different people are from one another, we’ll always share a set of predictable behaviors.

There’s no magic or romance to these behaviors: we squint when we see bright lights; we jump when we’re startled; we cringe when we watch The Bachelorette.

But according to data from UserTesting, tapping into these shared behaviors can help marketers unlock more conversions.

In this Unwebinar, Stef Miller—marketing manager at UserTesting—will share how extensive tests by her team uncovered 7 common usability issues, and how avoiding these issues can help you increase your conversion rates.

You'll learn:

- How to design for what your audience wants
- 7 UX solutions for building higher-converting landing pages
- How imagery, icons, copy and CTAs should work together

...plus, much more!

Published in: Marketing
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[Unwebinar] The 7 Deadly Sins of Landing Page Usability

  1. 1. @supahstef @unbounce #unwebinar Stef Miller Marketing Manager, Demand Gen UserTesting The 7 Deadly Sins of Landing Page Usability Thank you for joining us! We’ll be starting in just a few minutes. Ryan Engley Director of Customer Success Unbounce
  2. 2. try.unbounce.com/for-user-experience
  3. 3. Stick around after the Unwebinar See how Unbounce can help you quickly build and publish targeted landing pages (without having to code)
  4. 4. @Ryan_Engley @unbounce #unwebinar Join our chat on Twitter Ryan Engley Director of Customer Success Unbounce @Ryan_Engley
  5. 5. @supahstef @unbounce #unwebinar Join our chat on Twitter Stef Miller Marketing Manager, Demand Gen UserTesting @supahstef
  6. 6. The 7 Deadly Sins of Landing Page Usability
  7. 7. @morys @unbounce #unwebinar Remote UX Research @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  8. 8. Rockefeller Corporation of users give up because they think you don’t care about them.
  9. 9. What is Usability? The quality of a user's experience.
  10. 10. usability.gov
  11. 11. usability.gov usability.gov
  12. 12. usability.gov usability.gov
  13. 13. Perception is Everything.
  14. 14. BEWARE OF DISTRACTIONS
  15. 15. @morys @unbounce #unwebinar Look out for distractions! • Too much going on • Multiple calls to action (CTA’s) • Navigation elements • Animations and music @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  16. 16. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  17. 17. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  18. 18. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  19. 19. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  20. 20. Let’s Talk About Navigation
  21. 21. LINKS & CTA’s SHOULD BE RECOGNIZABLE
  22. 22. @mackfogelson @unbounce #unwebinar Figuring out what to click on shouldn’t be a process of trial and error. @chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  23. 23. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  24. 24. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  25. 25. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  26. 26. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  27. 27. Let’s Talk About Links and CTA’s
  28. 28. EXTREMES CAN BE UNSETTLING
  29. 29. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  30. 30. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  31. 31. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  32. 32. Let’s Talk About Extremes
  33. 33. FORMS SHOULDN’T SCARE PEOPLE
  34. 34. @mackfogelson @unbounce #unwebinar A form isn’t just a form, it’s a complete experience all on it’s own. @chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  35. 35. @morys @unbounce #unwebinar Let’s take a step back. What does a form do? • Sets an expectation • Requires attention • Blocks access • Triggers an emotional response • Slows people down @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  36. 36. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  37. 37. @supahstef @unbounce #unwebinar A solid redesign of a bad form could increase conversions 10–40%. Luke Wroblewski Digital Product Leader
  38. 38. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  39. 39. @morys @unbounce #unwebinar@mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  40. 40. @morys @unbounce #unwebinar Tips for great form experiences • Extend the brand’s experience • Provide access to something of value • Include a contextual call-to-action • Surprise users by their ease-of-use • Optimize for both desktop & mobile @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  41. 41. Let’s Talk About Forms
  42. 42. @mackfogelson @unbounce #unwebinar Marketers need to K.I.S.S. more often. (Keep It Simple Stupid) @chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  43. 43. @supahstef @unbounce #unwebinar Consistency is one of the most powerful usability principles: when things always behave the same, users don’t have to worry about what will happen. Instead, they know what will happen based on earlier experience. ” Jakob Nielsen User Advocate and principal of the Nielsen Norman Group
  44. 44. COPY MATTERS, A LOT
  45. 45. @supahstef @unbounce #unwebinar
  46. 46. @supahstef @unbounce #unwebinar
  47. 47. @supahstef @unbounce #unwebinar
  48. 48. @morys @unbounce #unwebinar Tips for writing effective copy • Learn from users, use their language • Avoid jargon, don’t get gimmicky • Read it out loud first • Ask no less than 3 others to read it too • Get to the point, but make sure to provide enough context • Test it! @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  49. 49. Let’s Talk About Copy
  50. 50. ADVERTISING LACKS CONSISTENCY
  51. 51. @supahstef @unbounce #unwebinar
  52. 52. @supahstef @unbounce #unwebinar
  53. 53. @supahstef @unbounce #unwebinar
  54. 54. @supahstef @unbounce #unwebinar
  55. 55. @supahstef @unbounce #unwebinar
  56. 56. @supahstef @unbounce #unwebinar
  57. 57. @morys @unbounce #unwebinar Tips for better ad-to-landing page transitions • Consistent copy and images • Continue the conversation from ad to landing page • Keep the messages simple • Designers and marketing or ad teams should work together • Ask for campaign results to measure performance @mackfogelson @unbounce #unwebinar@chrisgoward @unbounce #unwebinar@supahstef @unbounce #unwebinar
  58. 58. Let’s Talk About Advertising
  59. 59. DON’T FORGET ABOUT THE ‘AFTER’ EFFECT
  60. 60. @supahstef @unbounce #unwebinar
  61. 61. @supahstef @unbounce #unwebinar
  62. 62. @supahstef @unbounce #unwebinar
  63. 63. @supahstef @unbounce #unwebinar
  64. 64. Let’s Talk About The ‘After’ Effect
  65. 65. Beware of distractions Make sure that whatever is on your page is pointing people to take action, not preventing them from completing the task at hand. Links + CTA’s should be recognizable Tried and true link conventions from the early days of the web are still the most effective ways to format your links. CTA’s must be compelling! Extremes can be unsettling Keep it simple! Make your point, provide a clear call to action, get rid of everything else. Be sure to test new ideas to see if they improve conversions. Forms shouldn’t scare people Forms can make or break landing page UX. Copy matters, a lot Write it, read it, say it, test it. Ads should be consistent with landing pages Maintain the theme from your ads to your landing pages and continue the conversation that brought users to your page. Don’t forget about the ‘after’ effect Consider the entire experience, not just the initial view.
  66. 66. Research Design Build Optimize
  67. 67. Try UserTesting for free! 3 Free Credits for our Unbounce Friends with code: unwebinar Get videos of real people speaking their thoughts as they use your website or mobile app. Loved by over 25,000 companies worldwide
  68. 68. try.unbounce.com/for-user-experience

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