Weitere Ă€hnliche Inhalte Ăhnlich wie The Anatomy of the Perfect Landing Page (20) KĂŒrzlich hochgeladen (20) The Anatomy of the Perfect Landing Page1. 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 donât have a
TRAFFIC problem...
However, every website has a
CONVERSION problem!
© 1998 - 2011 BryanEisenberg.com & @TheGrok
3. âą $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. Schwanâs 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. OfïŹce 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.
Â
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
âą Perceived control over conversion rates
âą A structured approach to CRO
âą Having someone directly responsible for CRO
âą Incentivising staff based on conversion rates
© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
8. The Hard Work Pays Off
âą 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.
âą 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
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
Â
Relevance Value
Ac/on
© 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
summaryâŠ
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
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
âą Trigger Words / Offers
âą Graphics
âą Color
âą Shape
âą Location
© 1998 - 2011 BryanEisenberg.com & @TheGrok
25. You Need to Look At All Customer
Journeys & Processes
© 1998 - 2011 BryanEisenberg.com & @TheGrok
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
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
35. A framework is only as good as what you do
with it
© 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
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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. Donât 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
60. Using Our Process
âą Spontaneous seek top
sellers & new releases
âą Humanistics care
about reviews
âą Methodicals find by
genre
âą Competitives search
by actor, title, etc.
© 1998 - 2011 BryanEisenberg.com & @TheGrok
61. $25M Opportunity Gain
âI asked the Eisenbergs to do a
study of our web site⊠found
something we had to fix
immediatelyâŠ
We fixed it that night, and saw an
immediate 5% lift in our
sales.
âBryan and Jeffrey Eisenberg are
#1 in the online conversion game
and there is no #2.â
- Patrick Byrne, CEO of Overstock.com
© 1998 - 2011 BryanEisenberg.com & @TheGrok
62. Optimize All You Want
âWe can't solve problems by using
the same kind of thinking we used
when we created them.â
- Albert Einstein
Itâs 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
âą Logo âą Calls to action
âą Headline âą Links
âą text âą Buttons
âą graphical âą Forms
âą Offer âą Confidence Building
âą Descriptive copy âą Testimonials
âą Bullet/block âą Examples of users
âą List of key features âą 3rd Party validators
âą List of key benefits âą Link to more information
âą Product/Service
Presentation âą Template elements
âą Product image
âą Tours
âą Screen shots
âą Life-style images
© 1998 - 2011 BryanEisenberg.com & @TheGrok
65. Breaking Down Sections
Logo Headline
Product presentation
Call to Action
Offer
ConïŹdence 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 ConïŹdence
building
Call to Action
Offer
Call to Action
ConïŹdence
Product presentation building
Links to
More
Information
Links to More Information
ConïŹdence
building
© 1998 - 2011 BryanEisenberg.com & @TheGrok
68. Logo Template elements 5 Dimensions
Headline
âą Relevance
Product
âą Quality
presentation Offer
Call to Action âą Location
âą Proximity
âą Prominence
Links to More Information
ConïŹdence building
© 1998 - 2011 BryanEisenberg.com & @TheGrok
69. © 1998 - 2011 BryanEisenberg.com & @TheGrok
70. © 1998 - 2011 BryanEisenberg.com & @TheGrok
73. Location
© 1998 - 2011 BryanEisenberg.com & @TheGrok
75. Check Your Page in Gray Scale
© 1998 - 2011 BryanEisenberg.com & @TheGrok
78. © 1998 - 2011 BryanEisenberg.com & @TheGrok
81. © 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. Itâs Not the Tool, Itâs How You Use It
http://mo.am/21secretsÂ
© 1998 - 2011 BryanEisenberg.com & @TheGrok