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The Anatomy of the Perfect Landing Page

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The Anatomy of the Perfect Landing Page

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Landing pages, conversion optimization, scent and the holy trinity of conversion. Presentation by Bryan Eisenberg for Fusion Marketing Experience Antwerp. Blog post on http://www.contentmarketingexperience.com

Landing pages, conversion optimization, scent and the holy trinity of conversion. Presentation by Bryan Eisenberg for Fusion Marketing Experience Antwerp. Blog post on http://www.contentmarketingexperience.com

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The Anatomy of the Perfect Landing Page

  1. Anatomy Of a Perfect Landing Page Presented by Bryan Eisenberg - @TheGrok A Paint By Numbers Approach to Increasing Your Conversion Rate © 1998 - 2011 BryanEisenberg.com & @TheGrok
  2. Most websites don’t have a TRAFFIC problem... However, every website has a CONVERSION problem! © 1998 - 2011 BryanEisenberg.com & @TheGrok
  3. • $56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. Source: 2010 ZenithOptimedia © 1998 - 2011 BryanEisenberg.com & @TheGrok
  4. Why Settle for a 3% Conversion Rate? 1. Schwan’s 41.7% 2. ProFlowers 26.5% 3. Vitacost.com 24.0% 4. Woman Within 22.4% 5. Blair 20.5% 6. Lands' End 19.5% 7. Doctors Foster and Smith 18.6% 8. Office Depot 18.4% 9. Roaman's 18.4% 10. QVC 18.3% © 1998 - 2011 BryanEisenberg.com & @TheGrok
  5. Companies typically spend $92 to bring customers to their site. 92:1 But only $1 to convert them.   5 39 © 1999 - 2010 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  6. 4 variables most strongly correlated with improved overall conversion • Perceived control over conversion rates • A structured approach to CRO • Having someone directly responsible for CRO • Incentivising staff based on conversion rates © 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  7. Methods currently used for improving conversion rates © 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  8. The Hard Work Pays Off • Companies whose conversion rates have improved over the previous 12 months are using on average 26% more methods to improve conversion than those companies whose conversion rates have not improved. • Companies whose conversion rates have improved are using on average 50% more ways to segment their visitors and customers than those companies whose conversion rates have not improved. © 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  9. WebsiteTestingTools.com © 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  10. There is a Magic Formula © 1998 - 2011 BryanEisenberg.com & @TheGrok
  11. 30 Key Optimization Factors Planning WIIFM: What's in it for me? Unique Value Proposition/Campaign Proposition The Buying Decision Categorization Structure Usability Look and Feel Searchability Layout, Visual Clarity, and Eye Tracking Purchasing Tools Error Prevention Browser Compatibility Momentum Product Presentation Load Time AIDAS (Scent) Trust & Credibility Navigation / User of Links Product Selection / Categorization Up-sell / Cross-sell Calls to Action / forms Point of Action Security & Privacy Communication Persuasive Copywriting Content Headlines Readability Use of Color and Images Terminology / Jargon "We-We" Test (Customer-Focused Language) Features like reviews © 1998 - 2011 BryanEisenberg.com & @TheGrok
  12. The Conversion Trinity 1. Are you relevant to MY query? 2. Do I know WHY you are the right solution for me? 3. Is it obvious WHAT I need to do next? Call  to   Relevance Value Ac/on © 1998 - 2011 BryanEisenberg.com & @TheGrok
  13. Landing Page Guidelines © 1998 - 2011 BryanEisenberg.com & @TheGrok
  14. Relevance © 1998 - 2011 BryanEisenberg.com & @TheGrok
  15. Google Explains Relevance "We provide strong SCENT so users don't lose time," he said. "We take the text from the page that is relevant to the query, and include it in the summary… Advertisers are coming to the realization that ads must have a scent that the user will likely find useful." - Krishna Bharat, senior research scientist at Google Relevance © 1998 - 2011 BryanEisenberg.com & @TheGrok
  16. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  17. Where is The Landing Page Opportunity? © 1998 - 2011 BryanEisenberg.com & @TheGrok
  18. Victoria’s Secret is Scent © 1998 - 2011 BryanEisenberg.com & @TheGrok
  19. What is the Scent Quality? Brand Image Offer Category Product © 1998 - 2011 BryanEisenberg.com & @TheGrok
  20. Good Use of Scent © 1998 - 2011 BryanEisenberg.com & @TheGrok
  21. Even Better Use of Scent Brand Image Offer Category Product © 1998 - 2011 BryanEisenberg.com & @TheGrok
  22. Scent Cues Include • Trigger Words / Offers • Graphics • Color • Shape • Location © 1998 - 2011 BryanEisenberg.com & @TheGrok
  23. Geico Banner, Appeals to Who? © 1998 - 2011 BryanEisenberg.com & @TheGrok
  24. Landing Page Optimization Is Not Enough! © 1998 - 2011 BryanEisenberg.com & @TheGrok
  25. You Need to Look At All Customer Journeys & Processes © 1998 - 2011 BryanEisenberg.com & @TheGrok
  26. MESSAGE CONSISTENCY • Average conversion improvement range 5%-20% (As high as 100%)
  27. Do You Think You Should Treat These The Same? First Time Visitor vs Repeat Customer West Coast vs East Coast Local vs International Early bird vs Lunchtime vs late night browsers Technical feature creature vs. Price pouncer Brand/Model Searchers vs. broad category searchers Who Makes Up Your Segments? © 1998 - 2011 BryanEisenberg.com & @TheGrok
  28. “DVD Players” “Sony DVP-NS500V” “Compare DVD Players” © 1998 - 2011 BryanEisenberg.com & @TheGrok
  29. Personas Build Predictive Models 1.Simple Personas - include decision making styles, buying stages and some basic segmentation 2.Robust Personas - include Meyers-Briggs Type Indicator psychographic profiles, market research, © 1998 - 2011 BryanEisenberg.com & @TheGrok
  30. Eyetracking 4 Types: Jakob Nielsen http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/ © 1998 - 2011 BryanEisenberg.com & @TheGrok
  31. Competitive Patterned Behavior © 1998 - 2011 BryanEisenberg.com & @TheGrok
  32. Methodical Patterned Behavior © 1998 - 2011 BryanEisenberg.com & @TheGrok
  33. Spontaneous Patterned Behavior © 1998 - 2011 BryanEisenberg.com & @TheGrok
  34. Humanistic Patterned Behavior © 1998 - 2011 BryanEisenberg.com & @TheGrok
  35. A framework is only as good as what you do with it © 1998 - 2011 BryanEisenberg.com & @TheGrok
  36. Value © 1998 - 2011 BryanEisenberg.com & @TheGrok
  37. Call to Action © 1998 - 2011 BryanEisenberg.com & @TheGrok
  38. The Conversion Trinity In Action 1. Are you relevant to MY query? 2. Do I know WHY you are the right solution for me? 3. Is it obvious WHAT I need to do next? Call to Relevance Value Action © 1998 - 2011 BryanEisenberg.com & @TheGrok
  39. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  40. Boosted Sign-Ups by 52.8% Call to Relevance Value Action © 1998 - 2011 BryanEisenberg.com & @TheGrok
  41. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  42. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  43. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  44. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  45. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  46. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  47. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  48. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  49. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  50. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  51. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  52. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  53. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  54. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  55. The Conversion Trinity 1. Are you relevant to MY query? 2. Do I know WHY you are the right solution for me? 3. Is it obvious WHAT I need to do next? Call to Relevance Value Action © 1998 - 2011 BryanEisenberg.com & @TheGrok
  56. Don’t do Slice & Dice Optimization © 1998 - 2011 BryanEisenberg.com & @TheGrok
  57. Can You Spot The Differences? © 1998 - 2011 BryanEisenberg.com & @TheGrok
  58. They Test For Impact Not Variations © 1998 - 2011 BryanEisenberg.com & @TheGrok
  59. Opportunity Cost © 1998 - 2011 BryanEisenberg.com & @TheGrok
  60. Using Our Process • Spontaneous seek top sellers & new releases • Humanistics care about reviews • Methodicals find by genre • Competitives search by actor, title, etc. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  61. $25M Opportunity Gain “I asked the Eisenbergs to do a study of our web site… found something we had to fix immediately… We fixed it that night, and saw an immediate 5% lift in our sales. “Bryan and Jeffrey Eisenberg are #1 in the online conversion game and there is no #2.” - Patrick Byrne, CEO of Overstock.com © 1998 - 2011 BryanEisenberg.com & @TheGrok
  62. Optimize All You Want “We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein It’s Not About What but Why © 1998 - 2011 BryanEisenberg.com & @TheGrok
  63. 3 Types of Landing Pages Take an Action Fill Out a Form Link to Information © 1998 - 2011 BryanEisenberg.com & @TheGrok
  64. Main Landing Page Sections • Logo • Calls to action • Headline • Links • text • Buttons • graphical • Forms • Offer • Confidence Building • Descriptive copy • Testimonials • Bullet/block • Examples of users • List of key features • 3rd Party validators • List of key benefits • Link to more information • Product/Service Presentation • Template elements • Product image • Tours • Screen shots • Life-style images © 1998 - 2011 BryanEisenberg.com & @TheGrok
  65. Breaking Down Sections Logo Headline Product presentation Call to Action Offer Confidence building © 1998 - 2011 BryanEisenberg.com & @TheGrok
  66. Logo Links to More Information Headline Call to Action Offer Product presentation Template elements © 1998 - 2011 BryanEisenberg.com & @TheGrok
  67. Logo Template elements Headline Confidence building Call to Action Offer Call to Action Confidence Product presentation building Links to More Information Links to More Information Confidence building © 1998 - 2011 BryanEisenberg.com & @TheGrok
  68. Logo Template elements 5 Dimensions Headline • Relevance Product • Quality presentation Offer Call to Action • Location • Proximity • Prominence Links to More Information Confidence building © 1998 - 2011 BryanEisenberg.com & @TheGrok
  69. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  70. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  71. Not Good Quality Elements © 1998 - 2011 BryanEisenberg.com & @TheGrok
  72. Every Element Shows Quality © 1998 - 2011 BryanEisenberg.com & @TheGrok
  73. Location © 1998 - 2011 BryanEisenberg.com & @TheGrok
  74. Proximity Boosted Sign-Ups by 52.8% © 1998 - 2011 BryanEisenberg.com & @TheGrok
  75. Check Your Page in Gray Scale © 1998 - 2011 BryanEisenberg.com & @TheGrok
  76. Wirify.com © 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  77. Color Has Impact © 1998 - 2011 BryanEisenberg.com & @TheGrok
  78. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  79. Before HeatMap © 1998 - 2011 BryanEisenberg.com & @TheGrok
  80. Prioritize Actions 3 1 2 © 1998 - 2011 BryanEisenberg.com & @TheGrok
  81. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  82. After HeatMap © 1998 - 2011 BryanEisenberg.com & @TheGrok
  83. Check Out The Gaze Order © 1998 - 2011 BryanEisenberg.com & @TheGrok
  84. Probability of Fixed Gaze Image created with 3M/VAS © 1998 - 2011 BryanEisenberg.com & @TheGrok
  85. 111% Increase in Conversions Made the call to action more prominent! © 1998 - 2011 BryanEisenberg.com & @TheGrok
  86. It’s Not the Tool, It’s How You Use It http://mo.am/21secrets  © 1998 - 2011 BryanEisenberg.com & @TheGrok
  87. Bryan Eisenberg bryan@bryaneisenberg.com Blog: www.BryanEisenberg.com ClickZ.com Column: ROI Marketing Since 2001 Twitter: @TheGrok © 1998 - 2011 BryanEisenberg.com & @TheGrok

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