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Landing Page Optimization

Landing Page Optimization. Week 4. Week 2: Review. Factors That Affect Conversion Testing Concepts Forming Testing Goals (Tips) Designing Your Test The Hierarchy of Optimization More Testing Strategies . Week 3: You’ll Learn. Landing Page Optimization 3 Types of Landing Pages

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Landing Page Optimization

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  1. Landing Page Optimization Week 4

  2. Week 2: Review • Factors That Affect Conversion • Testing Concepts • Forming Testing Goals (Tips) • Designing Your Test • The Hierarchy of Optimization • More Testing Strategies

  3. Week 3: You’ll Learn • Landing Page Optimization • 3 Types of Landing Pages • 9 Main Landing Page Elements • The Art of Pre-selling • 5 Dimensions • FUDs • Landing Page: Case Study • Action Plan

  4. CRO is All About… • Understanding what motivates people • It’s about WHY, not WHAT. • What’s holding them back from taking the desired action? • Understand what elements drive people to make decisions

  5. What’s a Landing Page? “The specific webpage a user is sent to when they click on a link” - thehoneypotbook.com “The first page that a visitor lands on as a result of a traffic acquisition activity. It can be a stand-alone page, a page of a microsite, or a page on the company's main website.” - guidetowebanalytics.com

  6. Traffic Sources • Search Engine • Banner Ad • Email shot • PPC ad • Social Media • Offline ads

  7. Begin With the End in Mind Ask: “What is the Purpose of your landing page?” “Which pages of your site are absolutely crucial?”

  8. Before You Optimize… • Browser compatible • Mobile compatible • Popular resolutions • What falls behind or above the fold • If there are more info below the fold, is it obvious? (does it make viewers scroll)

  9. Apply the Conversion Trinity

  10. 3 Types of Landing Pages

  11. #1. Sales Page

  12. #2. Lead Generation Page

  13. #3. More Info Page

  14. The Art of the Pre-sell

  15. Example of Pre-selling

  16. 9 Main Landing Page Sections • Logo • Headline • Offer • Descriptive Copy • Product/Service Presentation • Calls to Action • Confidence Building • Links to More Info • Template Elements

  17. 5 Dimensions • Relevance • Quality • Layout / location • Proximity • Prominence Source: Market Motive

  18. Relevance: Grab Attention • Test how you reinforce scent • Test engaging People’s senses in your Headlines • Test making a claim by using a remarkable example • Test the formatting of your headlines • Test writing your headlines as a before & after claim

  19. Location/Layout

  20. Proximity

  21. Prominence

  22. FUDs

  23. What They Are Thinking • What if I don’t? • Will this service give me the results I am looking for? • Is this worth the investment? • Is my information safe?

  24. Perceived Risks • Price • Anxiety • Confidence

  25. How To Deal with FUDs • Investigate • Give more Information (e.g., Buyer’s Guide) • Give Valuable Info (e.g, Comparison Table) • Make an Irresistible Offer • Provide Warranties/ Guarantees • Get out of your Perspective • Offer Incentives!

  26. Incentives • Lower prices and greater savings • Freebies • Buy one, get one free opportunities • Product bundling • Bonuses

  27. Case Study

  28. Action Plan • Apply the Conversion Trinity to 2 of your Landing Pages • Add missing elements to your Landing page (if applicable) • Use the 5 Dimensions to improve each element in your landing page • List ways to mitigate FUDs

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