LANDING PAGE OPTIMIZATION

Best Practices Ray Killebrew

Why Should We Optimize Landing Pages Landing pages appear after an online ad, email link, search results, or specific promotional URL. It’s the first chance you have to convince a motivated user to pursue the purchase path. Key Goals: •  Increase Conversion Rates • Build Trust and Creditability • Enhance the User and brand Experience • Maximize ROI •  Improve Overall Site Usability

Steps to Optimize the Perfect Landing Page

Source: www.landingpageoptimization.org

Top 5 Landing Page Mistakes

Source: www.landingpageoptimization.org

Landing Page Elements

Source: SearchMOJO

Types of Testing

Source: SearchMOJO

5 Things We Should DO NOW!

1. Continuity and Clarity • Ensure the primary headline of your landing page

matches the ad visitors clicked to get there.

• A landing page should have a single purpose and thus a single focused message.

• Every element of your page should be aligned conceptually with the topic and goal of the page.

• Remove unnecessary content.

• Simplify the copy using bullets.

2. Call to Action • Make your call to action (CTA) big and position it above

the fold.

• Use directional cues to direct attention to your CTA (arrows or photos/videos of people looking or pointing at your button).

•  For enrollment forms where the CTA is below the fold (e.g. due to a long form – full capture) – make the directional cue point down the page to the button.

3. Credibility • Show your product/service being used in context or Video

• Page Security – Trustwave or Verisign logo • Use real testimonials for authenticity.

• Show a phone number so people know you are real and can interact with you on a personal level.

•  Include partner co-branding to increase trust by association.

4. Conversion • One click enrollment

• Provide a guarantee to reduce/remove risk.

• Provide a free trial. Try-before-you-buy is a standard and expected feature.

5. Test Baby, Test! •  Test new ideas using A/B or multivariate testing. Let your

customers decide which message works best for them.

• Segmentation •  Segment by user type: don’t send offers about men’s health

products to the ladies on your email list. •  Segment by traffic source. Send your email, social media, and

banner traffic to separate landing pages for better message match and measurability (which channel performs best)

Eye Tracking Is Real!

Landing Page Template

Landing Page Template