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Transcript of 5 Steps to Maximize Conversions and Deliver an Experience Your Customers W…
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Nail the Landing Page
5 Steps to Maximize Conversions and Deliver an
Experience Your Customers Will Love
September 29, 2011
A Special Thank You To:
Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT.
If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that
your system has not been muted.
www.actonsoftware.com
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Today’s Speakers
Thorin McGee
Executive Editor
Target Marketing
Sandra Niehaus
VP User Experience
Creative Director
Closed Loop Marketing
Moderator
Lance Loveday
CEO
Closed Loop Marketing
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Nail the
Landing Page
Lance Loveday, Founder & CEO Sandra Niehaus, VP User Experience & Creative Director Closed Loop Marketing, Inc.
5 Steps to Maximize Conversions and Deliver an Experience Your Customers Will Love
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Business-to
Business
SOME OF OUR CLIENTS:
Fortune 500
Business-to
Consumer
Agencies
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QUICK POLL
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VOTE
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Some
landing pages
are better than
others.
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Better landing
pages make
more money.
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THE
FIVE
STEPS
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Five Steps:
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Five Steps:
1. Make a Good 1st Impression
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Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
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Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
3. Get Relevant
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Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
3. Get Relevant
4. Make Small Changes
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Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
3. Get Relevant
4. Make Small Changes
5. Persevere
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Make a
GOOD 1ST
IMPRESSION
You only get one chance.
1
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The Impact of Design on Credibility
of web users admit making judgments about the
credibility of an organization based on the design of
its web site.
Source: Fogg, B.J., Stanford
Guidelines for Web Credibility,
Persuasive Technology Lab.
Stanford University, 2002 (revised
November 2003)
75%
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How quickly are you judged?
1/20th of a second.
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WHEN are you judged?
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WHEN are you judged?
Earlier than you might think.
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One example:
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Be
CLEAR & OBVIOUS
Everything on the page should work together
2
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2-SECOND QUIZ:
what’s this
landing page
about?
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GUESS
(note: your visitors don’t like guessing)
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“What’s This About?”
IMMEDIATE
CONCEPT CLARITY
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“What Should I Do Next?”
MAKE THE NEXT STEP CLEAR
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PetMeds – original product page template, initial display
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PetMeds – new product page template, initial display
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Which do you think performed better in an A/B test?
A B
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Which do you think performed better in an A/B test?
A B
+ 25% sales across 10 products
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Get
RELEVANT
Traffic segments are not all created equal
3
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Psychological truth:
People like to feel unique.
They like individual
attention.
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Many landing pages treat everyone the same.
It’s like they don’t care.
Landing page truth:
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Banner ads
Same thing for everyone…
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Get relevant with…
BUSINESS TYPES /
INDUSTRIES
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BEFORE: “One-Size-Fits-All” landing page
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Result:
+ 1500% leads
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Get relevant with…
KEYWORDS
& OFFERS
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Granular keyword
groups
that each serve up a
customized ad…
Landing Pages– Before
pointing to a single
one-size-fits-all landing
page.
“book binding”
“bookmaking
template”
“make a book”
“write a book”
“create a book”
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Granular keyword
groups
that each serve up a
customized ad…
Landing Pages– Now
pointing to its own relevant
landing page
“book binding”
“bookmaking
template”
“make a book”
“write a book”
“create a book”
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Now THIS is Relevance!
AFTER BEFORE
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Business Impact
Incremental Revenue (based on results-to-date) $ 2M+
Project ROI 1600%
Time to Project Break-Even 3 weeks
Revenue and ROI get even better when future years are calculated in.
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Make
SMALL CHANGES
They’re easy, quick, and powerful
4
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The R.A.R.E. Approach to Small Changes:
• extraneous text
• purely decorative images
• excessive navigation
• unnecessary form fields
• credibility support
• shipping & returns summary
• special offers
• sectional headings
• padding between content chunks
• clear error messaging
• informational layers
• segment acknowledgment
• progress indicators & process previews
• buttons
• form styles (CSS)
• low-quality photos & illustrations
• links that leave the page
• page titles
• sectional headings
• buttons
Remove…
Add…
Replace…
Enlarge…
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EXAMPLE:
a lead form
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Lead form: before
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REMOVE unnecessary fields
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EXAMPLE:
site-wide
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ADD: sectional heading
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ADD: shipping & special offers messaging
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REPLACE: buttons
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ENLARGE: Page Headings
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Result:
Site conversions
+20%
Testing platform:
SiteSpect
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EXAMPLE:
shopping cart
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REMOVE
extraneous text
REPLACE
button
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REMOVE
extraneous text
REPLACE
button
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Winning Design
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Result:
Cart conversions
+9% = hundreds of thousands in annual incremental revenue
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PERSEVERE
Keep learning, experimenting
5
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Original
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4.66% conversion rate
(3X the original)
“We think we can do
better”
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9.73% conversion rate
(6X the original)
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Long-Term Approach Pays Off
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Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
3. Get Relevant
4. Make Small Changes
5. Persevere
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Thank You!
Closed Loop Marketing
Phone: (916) 367-5222
Email: [email protected]
Website: www.closed-loop-marketing.com
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Question & Answer Session
If you haven’t done so already, please take this time to submit
questions to our speakers using the “Q&A” box on your console.
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Thank You
Thank you for taking the time to attend our webinar today.
For additional information about our webinar series,
check out the following Web site:
www.targetmarketingmag.com/webinar
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