Landing Page Optimization Best Practices

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LANDING PAGE OPTIMIZATION Best Practices Ray Killebrew

description

Landing Page Optimization Best Practices and design patterns.

Transcript of Landing Page Optimization Best Practices

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LANDING PAGE OPTIMIZATION

Best Practices Ray Killebrew

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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

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Steps to Optimize the Perfect Landing Page

Source: www.landingpageoptimization.org

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Top 5 Landing Page Mistakes

Source: www.landingpageoptimization.org

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Landing Page Elements

Source: SearchMOJO

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Types of Testing

Source: SearchMOJO

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5 Things We Should DO NOW!

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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.

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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.

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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.

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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.

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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)

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Eye Tracking Is Real!

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Landing Page Template

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Landing Page Template