An active webpage where customers will 'land' when they click your ad.The web address for this page is often called a 'destination URL' or click through URL.

1. Smart & Hard
work by
Florita Pinto
July 26, 2011 Position2 Confidential
www.position2.com 1

2. July 26, 2011 Position2 Confidential
www.position2.com 2

3. An active webpage where customers will 'land' when they click your ad. The
web address for this page is often called a 'destination URL' or click through
URL. (courtesy Google ad words)
- is a single web page that appears in response to clicking on an advertisement.
July 26, 2011 Position2 Confidential
www.position2.com 3

4. Which
one??
July 26, 2011 Position2 Confidential
www.position2.com 4

5. • What does a USER want from your PAGE? (Exact info!)
• Is your LP a Wagon Wheel or a Scary Ghost? ( Boooo!!)
• What should your Landing Page do? (Sell your Product!!)
GOAL
• Convert site visitor into sale/lead.
July 26, 2011 Position2 Confidential
www.position2.com 5

6. Landing Page
Structure
Headline that Subhead that
Reinforce
addresses a makes a
credibility
problem promise
Outline main Facts over Clear Call to
benefits Fiction Action
July 26, 2011 Position2 Confidential
www.position2.com 6

7. HEADLINE( Core keyword with /without image)
BODY COPY(Related to your
headline)
FORM
FILLS(Name,email,etc)
TESTIMONIALS CTA
Position2 Confidential 7
July 26, 2011 www.position2.com

8. Headline
Body
Form Fills
CTA
Testimonial
July 26, 2011 Position2 Confidential
www.position2.com 8

9. Headline for the
tab
Tabs
Form Fills
CTA
July 26, 2011 Position2 Confidential
www.position2.com 9

10. 1. Relevant and original content
• What is the purpose of your site?
(It should be clear to users)
• Is your content copied from other sites?
(It shouldn't be!)
• Why would a user visit your page over a similar site?
(Your site should offer value for users)
• What other additional products, features, or reviews can you offer?
July 26, 2011 Position2 Confidential
www.position2.com 10

11. 2. Transparency
• Can the user easily learn more about your business
(i.e. about us, company info, contact info).
• How does your site interact with a visitor's computer?
(it shouldn't download malware or collect
sensitive information without a user's permission).
• Can users tell what they're getting (or giving you) when they click a download button
or fill out a form?
• Is it clear to site visitors how you will use their personal information?
July 26, 2011 Position2 Confidential
www.position2.com 11

12. 3.Navigability
• If your page is conversion-focused, can the user easily access additional
information to learn more or answer questions?
• Is it simple for the user to move around the site, and reach destination content
within a few clicks?
Just Remember the KISS principle (Not too hard!!)
July 26, 2011 Position2 Confidential
www.position2.com 12

13. • Your landing page is the most likely funnel point to produce a conversion lift on your
campaigns
• Here are some reasons why using landing pages to engage your paid search traffic
will increase conversions:
 Message Match
 Subject Focus
 Storytelling
 Experimentation
July 26, 2011 Position2 Confidential
www.position2.com 13

14. • Customer will typically spend 5 seconds on your page before deciding whether to
stick around or not.
• By providing a very clear headline on your page that strongly matches your ad
message you give people a sense of positive reinforcement – that they made a
“good click”.
July 26, 2011 Position2 Confidential
www.position2.com 14

15. • Your homepage probably communicates multiple messages, or shows multiple
products.
• If you count the links on your homepage you might count 20-75 interaction points –
this is focus dilution.
• A correctly designed landing page should have only one.
LP- Storytelling
• Effective salespeople are good storytellers.
• Effective landing pages take an idea (the ad) and expand it into a clear and powerful
motivational story.
• This is done through the implementation of persuasion design techniques.
July 26, 2011 Position2 Confidential
www.position2.com 15

16. • Conversion isn’t about standards or best practices, it’s about experimentation and
creativity.
• A landing page can use content in ways that breaks the structure or rules of your
website (while still staying on brand).
• You can test many variations of message and layout by using standalone landing
page without redesigning your website or seeking the consent of multiple
departments.
July 26, 2011 Position2 Confidential
www.position2.com 16

17. • Landing pages simplify and improve the PPC conversion.
• They do this by enabling more focused messaging which
boosts your quality score and reduces your cost-per-click.
• At the same time they reduce the post ad-click bounce rate
which improves conversions.
July 26, 2011 Position2 Confidential
www.position2.com 17