1.
LANDING PAGE
OPTIMIZATION
How to Create Effective Landing Pages

2.
• Paolo Vidali
• Senior Digital Marketing
Strategist, DragonSearch
• IT, QA, Web Dev, e-Commerce,
PPC Marketing, CRO
• @PaoloRobot
WHO
AM I?

3.
• Why Test
• How to Define Value
• How to Test
• Using Data to Make Decisions
• Your Action Plan
WHAT
ARE WE
TALKING
ABOUT?

4.
• You can always do better
• If you’re not trying to get
better, you’ve just given up
WHY
TEST?

5.
• Proposed Improvements
• Changes
• Desired Outcomes
DEFINE
GOALS

6.
• Right Now
• Ideally
• Reality
• Your Feelings
WHAT’S
YOUR
SALES
FUNNEL?

7.
• Statistics
• Data
• Analytics
• Metrics
• Overwhelming
• Important
DOES IT
TRACK?

8.
DEFINING YOUR
VALUE PROPOSITION
You need to answer this fast, otherwise shut the shop down.

9.
• Price
• Service
• Selection
• Quality
• Convenience
• Intellectual Property
WHAT
SETS
YOU
APART?

10.
WHY
SHOULD
SOMEONE
TRUST
YOU?

11.
WHAT &
WHEN
WILL YOU
DELIVER?

12.
SEGMENT YOUR
AUDIENCE

13.
DEMOGRAPHICS &
PSYCHOGRAPHICS
“Intent beats demographics and
psychographics. Always.”
–AvinashKaushik
“The data of consciousness have a very large
number of gaps in them; both in healthy and in sick
people psychical acts often occur which can be
explained only by presupposing other acts.”
– Sigmund Freud

14.
RESPONSIVE VS MOBILE

15.
CRAFT CONTENT FOR THE
AUDIENCE

16.
USE PPC
TO TEST
PAGES

17.
DATA DRIVES DECISIONS

18.
• Understand your metrics
• Sample size 100+
• Be careful of percentages
STATISTICAL
SIGNIFICANCE

19.
BELL
CURVES
• Mean is where highest single quantity lies
• Median is the average
• Most data within 3 standard deviations of the mean

20.
• Is yours accurate?
• “I don’t know”
• Wrong answer
• Fix ASAP
ACCURATE
CONVERSION
MEASUREMENT

21.
GOOGLE ANALYTICS
WALKTHROUGH

22.
KEY METRICS AND REPORTS

23.
Time on site Pages per visit
% New visitors Bounce rate
Goals Revenue
Exit Pages
ON-SITE FACTORS

24.
• Location
• Device
• Browser/OS
• Domain/Provider
VISITOR
FACTORS

25.
SETTING UP A GOAL

26.
• 2.0% for e-Commerce
• 8.0% for Lead Generation
• 2 in 100
• 8 in 100
TYPICAL
CONVERSION
RATES

27.
• Pick your metric
• Focus
• Date ranges
• Coffee
HOW TO ANALYZE DATA

28.
APPROACHING
PAGE LAYOUT

29.
CONTACT
INFO

30.
BE
ABOVE
THE
FOLD

31.
DON’T MAKE
VISITORS
SEARCH FOR
THE END

32.
• Accessibility
• Jumping Out
CONTRAST &
GRAYSCALE

33.
BEWARE OF
TEMPLATES

34.
WHY NATIONAL BRANDS
WON’T WORK FOR YOU

35.
DO NOT COPY YOUR COMPETITORS

36.
A OR B ORMVT ?

37.
Either/Or This/That

38.
MVTMultivariate testing: all iterations

39.
MAKING
WIREFRAMES

40.
BALSAMIQ
LUCIDCHART
LOVELY
CHARTS
MOCKFLOW

41.
DA
BUTTON
FACTORY
• Color
• Size
• Call to action
MAKING BUTTONS

42.
SOURCING IMAGES

43.
• Don’t go generic!
• Hire a pro if you can
• Use people wisely
SXC.HU
PIXABAY.COM

44.
• Where is the gaze?
• Does it look stock?
• Good lighting
• Use your real team
SELECTING
QUALITY
IMAGES

45.
IMPORTANCE OF PRODUCT PHOTOS

46.
FORM DESIGN
FOR LEAD GEN

47.
MOST IMPORTANT FORM ELEMENTS

48.
REQUIRED
FIELDS &
NUMBER
OF FIELDS

49.
• Is your form trackable?
• Say No to iFrames
FORMSTACKWU
FOO GRAVITY
FORMS

50.
USING LOGOS

51.
CAPTCHA
AND
SPAM
Don’t captcha it… use a honeypot!

52.
E-COMMERCE
LANDING PAGES

53.
LANDING PAGES WITH
PRODUCTS

54.
TOO
MANY
OPTIONS

55.
DON’T PITCH TOO SOON

56.
REMOVE THE BARRIERS

57.
• Foregone conclusions
• Retargeting
COMPARISON
SHOPPING &
ABANDONMENT

58.
Reason for Online Shopping Anxiety
• Need to see or touch the item before
purchasing (37%)
• Cost of delivery too high (36%)
• Concerns about quality or freshness of
a product (26%)
• Ease of returning the item (20%)
SHIPPING &
COUPON
OFFERS
Alix Partners
May 2012

59.
• Image rotate and zoom
• Flat rate or free shipping
• Trust logos & real guarantees
• Clear returns & service
policies
HOW DO
WE FIX
THIS?

60.
OK, NOW LET’S MAKE
GREAT CONTENT

61.
1. Get to the Point
2. You can be funny
3. Use the thesaurus
4. Get excited about it!
5. Never leave someone
hanging
PERSUASIVE COPYWRITING

62.
TESTIMONIALS

63.
WRITING
HEADLINES

64.
• Incentivize
• Persuade
• Declare
CALLS TO
ACTION
(CTA)

65.
LIVE LANDING
PAGE CRITIQUES!
Let the battle… begin!

66.
OK LET’S FIX IT.
Well that was interesting…

67.
TESTING TOOLS

68.
• Let’s do a live demo!VISUAL
WEBSITE
OPTIMIZER

69.
OPTIMIZELY
UNBOUNCE
GOOGLE
CONTENT
EXPERIMENTS

70.
CRAZYEGG
CLICKTALE

71.
USER
EXPERIENCE (UX)
Jakob Nielsen’s Alertbox>>www.nngroup.com/articles

72.
SURVEYING • Searching for data that’s right
in front of you

73.
• Draft your survey questions
• Set a delay
• Read results daily
KAMPYLE
ETHNIO
QUALROO
SURVEYMONKEY

74.
MAKE YOUR
ACTION PLAN

75.
1. IDENTIFY
A valuable converting page

76.
2. ANALYZE
What could be improved

77.
3. BACK UP
Hypotheses with data

78.
4. DECIDE
What to test, and A/B or MVT

79.
5. PICK
A testing tool

80.
6. CREATE
New content and design

81.
7. DEPLOY
Test and wait

82.
8. ANALYZE
Results, implement changes or re-test

83.
9. TREAT
YOURSELF
To dinner with the money you just made

84.
FURTHER LEARNING
1. Which Test Won
2. Blogs (CrazyEgg, Optimizely)
3.Webinars (Tim Ash & Site Tuners)
4.Conversion Conference (Boston Oct 2013)

85.
THANK YOU KINDLY.
www.dragonsearchmarketing.com/blog
Twitter.com/PaoloRobot
paolo@dragonsearch.net