Weitere ähnliche Inhalte Ähnlich wie The Anatomy of the Perfect Landing Page (20) Kürzlich 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 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
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
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
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
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
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. 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
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
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
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