Post on 22-Jan-2017
Nail the Landing Page
5 Steps to Maximize Conversions and Deliver an
Experience Your Customers Will Love
September 29, 2011
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Today’s Speakers
Thorin McGee
Executive Editor
Target Marketing
Sandra Niehaus
VP User Experience
Creative Director
Closed Loop Marketing
Moderator
Lance Loveday
CEO
Closed Loop Marketing
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Nail the
Landing Page
Lance Loveday, Founder & CEO Sandra Niehaus, VP User Experience & Creative Director Closed Loop Marketing, Inc.
5 Steps to Maximize Conversions and Deliver an Experience Your Customers Will Love
Business-to
Business
SOME OF OUR CLIENTS:
Fortune 500
Business-to
Consumer
Agencies
QUICK POLL
VOTE
Some
landing pages
are better than
others.
Better landing
pages make
more money.
THE
FIVE
STEPS
Five Steps:
Five Steps:
1. Make a Good 1st Impression
Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
3. Get Relevant
Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
3. Get Relevant
4. Make Small Changes
Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
3. Get Relevant
4. Make Small Changes
5. Persevere
Make a
GOOD 1ST
IMPRESSION
You only get one chance.
1
The Impact of Design on Credibility
of web users admit making judgments about the
credibility of an organization based on the design of
its web site.
Source: Fogg, B.J., Stanford
Guidelines for Web Credibility,
Persuasive Technology Lab.
Stanford University, 2002 (revised
November 2003)
75%
How quickly are you judged?
1/20th of a second.
WHEN are you judged?
WHEN are you judged?
Earlier than you might think.
One example:
Be
CLEAR & OBVIOUS
Everything on the page should work together
2
2-SECOND QUIZ:
what’s this
landing page
about?
GUESS
(note: your visitors don’t like guessing)
“What’s This About?”
IMMEDIATE
CONCEPT CLARITY
“What Should I Do Next?”
MAKE THE NEXT STEP CLEAR
PetMeds – original product page template, initial display
PetMeds – new product page template, initial display
Which do you think performed better in an A/B test?
A B
Which do you think performed better in an A/B test?
A B
+ 25% sales across 10 products
Get
RELEVANT
Traffic segments are not all created equal
3
Psychological truth:
People like to feel unique.
They like individual
attention.
Many landing pages treat everyone the same.
It’s like they don’t care.
Landing page truth:
Banner ads
Same thing for everyone…
Get relevant with…
BUSINESS TYPES /
INDUSTRIES
BEFORE: “One-Size-Fits-All” landing page
Result:
+ 1500% leads
Get relevant with…
KEYWORDS
& OFFERS
Granular keyword
groups
that each serve up a
customized ad…
Landing Pages– Before
pointing to a single
one-size-fits-all landing
page.
“book binding”
“bookmaking
template”
“make a book”
“write a book”
“create a book”
Granular keyword
groups
that each serve up a
customized ad…
Landing Pages– Now
pointing to its own relevant
landing page
“book binding”
“bookmaking
template”
“make a book”
“write a book”
“create a book”
Now THIS is Relevance!
AFTER BEFORE
Business Impact
Incremental Revenue (based on results-to-date) $ 2M+
Project ROI 1600%
Time to Project Break-Even 3 weeks
Revenue and ROI get even better when future years are calculated in.
Make
SMALL CHANGES
They’re easy, quick, and powerful
4
The R.A.R.E. Approach to Small Changes:
• extraneous text
• purely decorative images
• excessive navigation
• unnecessary form fields
• credibility support
• shipping & returns summary
• special offers
• sectional headings
• padding between content chunks
• clear error messaging
• informational layers
• segment acknowledgment
• progress indicators & process previews
• buttons
• form styles (CSS)
• low-quality photos & illustrations
• links that leave the page
• page titles
• sectional headings
• buttons
Remove…
Add…
Replace…
Enlarge…
EXAMPLE:
a lead form
Lead form: before
REMOVE unnecessary fields
EXAMPLE:
site-wide
ADD: sectional heading
ADD: shipping & special offers messaging
REPLACE: buttons
ENLARGE: Page Headings
Result:
Site conversions
+20%
Testing platform:
SiteSpect
EXAMPLE:
shopping cart
REMOVE
extraneous text
REPLACE
button
REMOVE
extraneous text
REPLACE
button
Winning Design
Result:
Cart conversions
+9% = hundreds of thousands in annual incremental revenue
PERSEVERE
Keep learning, experimenting
5
Original
4.66% conversion rate
(3X the original)
“We think we can do
better”
9.73% conversion rate
(6X the original)
Long-Term Approach Pays Off
Five Steps:
1. Make a Good 1st Impression
2. Be Clear & Obvious
3. Get Relevant
4. Make Small Changes
5. Persevere
Thank You!
Closed Loop Marketing
Phone: (916) 367-5222
Email: info@closed-loop-marketing.com
Website: www.closed-loop-marketing.com
Question & Answer Session
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questions to our speakers using the “Q&A” box on your console.
Thank You
Thank you for taking the time to attend our webinar today.
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www.targetmarketingmag.com/webinar
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Perfecting the Landing Page