Lander Academy: Dustin Spark's Worst Landing Page Mistakes

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    01-Nov-2014
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Lander Academy webinar featuring Dustin Sparks - conversion optimization and web analytics expert - showed attendees some good ways to stop making costly landing page mistakes that hurt your sales. Also, he explained how to properly run a/b tests and how to interpret the test results, and gave the audience 8 great tips for landing page optimization. Check the slides for more!

Transcript of Lander Academy: Dustin Spark's Worst Landing Page Mistakes

  • 1. Worst Landing Page mistakes:Most Common vs. Most Costly twitter.com/dustinsparks linkedin.com/in/dustinsparks
  • 2. "Why am I here?" Your Landing Pages are not healthy - and not converting well.
  • 3. "Why am I here?" Your Landing Pages are not healthy - and not converting well. You are responsible for the Landing pages for your company - and you need to look like a hero for getting the most out of them.
  • 4. "Why am I here?" Your Landing Pages are not healthy - and not converting well. You are responsible for the Landing pages for your company - and you need to look like a hero for getting the most out of them. You have read more "Common Mistakes..." than you can count.
  • 5. "Why am I here?" Your Landing Pages are not healthy - and not converting well. You are responsible for the Landing pages for your company - and you need to look like a hero for getting the most out of them. You have read more "Common Mistakes..." than you can count. You are waiting for someone to tell you what to do.
  • 6. Dustin Sparks twitter.com/dustinsparks linkedin.com/in/dustinsparks
  • 7. Costly vs. Common Mistakes There are plenty of lists - and these are fine - some are actually very good. But this is to get down to REAL things you need to be doing.
  • 8. Costly vs. Common Mistakes There are plenty of lists - and these are fine - some are actually very good. But this is to get down to REAL things you need to be doing. If it is common it is not knowledge and if it is really knowledge - it is not common.
  • 9. Costly vs. Common Mistakes There are plenty of lists - and these are fine - some are actually very good. But this is to get down to REAL things you need to be doing. If it is common it is not knowledge and if it is really knowledge - it is not common. I want to focus on the mistakes that are costing you lost $$ and lost opportunity.
  • 10. Mistake #1.Speaking to all visitors the same.
  • 11. Mistake #1.Speaking to all visitors the same. a. Top of the Funnel i. Not sure how they got here ii. Respond well to "lists" "Did you know.."
  • 12. Mistake #1.Speaking to all visitors the same. a. Top of the Funnel i. Not sure how they got here ii. Respond well to "lists" "Did you know.." b. Middle of the Funnel i. Read the lists, have heard of you ii. "Follow you" on Social, or Googled you
  • 13. Mistake #1.Speaking to all visitors the same. a. Top of the Funnel i. Not sure how they got here ii. Respond well to "lists" "Did you know.." b. Middle of the Funnel i. Read the lists, have heard of you ii. "Follow you" on Social, or Googled you c. Bottom of the Funnel i. Ready to buy ii. Ready to talk to someone
  • 14. Mistake #1.Speaking to all visitors the same. a. Top of the Funnel i. Not sure how they got here ii. Respond well to "lists" "Did you know.." b. Middle of the Funnel i. Read the lists, have heard of you ii. "Follow you" on Social, or Googled you c. Bottom of the Funnel i. Ready to buy ii. Ready to talk to someone d. Conversion!
  • 15. Mistake #2.Not A/B Testing. Or, not comparing 2 pages tofind which one performs better. Plain andsimple.
  • 16. Mistake #2.Not A/B Testing. Or, not comparing 2 pages tofind which one performs better. Plain andsimple.1. Define the control baseline (A) to help measure the difference or impact.2. Create the "variation" (B) or the alternate version.3. Versions "A" and "B" are simultaneously tested to measure which version is more successful.4. Evaluate results, tune and adjust accordingly. Setup the next test. Repeat
  • 17. Mistake #2.Not A/B Testing. Or, not comparing 2 pages tofind which one performs better. Plain andsimple.
  • 18. Mistake #2.Not A/B Testing. Or, not comparing 2 pages tofind which one performs better. Plain andsimple."How long do I run an A/B test?"
  • 19. Mistake #2."How long do I run an A/B test?"Every business is different - Try for a minimum of 100conversions. If it takes you forever to get 100 conversions- consider reviewing the results in a month.The MORE visitors you have the LESS time you have torun your A/B tests.
  • 20. If you have a page that is converting at 5% and you want toincrease your conversions to 10%, and you run a SINGLEA/B test with 100 visitors a day you will need to run yourtest for approx 338 days.
  • 21. If you have a page that is converting at 5% and you want toincrease your conversions to 10%, and you run a SINGLEA/B test with 100 visitors a day you will need to run yourtest for approx 338 days.BUT if you increase the visitors from 100 to 1000 visitors aday (thru Pay Per Click or other means), you only have torun the test for 34 days!!
  • 22. Mistake #2.Not A/B Testing. Or, not comparing 2 pages tofind which one performs better. Plain andsimple."How long do I run an A/B test?""How to I interpret the test results?"
  • 23. Mistake #2."How to I interpret the test results?" Dont look at JUST sales. Define success metrics. Review all areas of improvement. a. Click through rates b. Conversions c. Bounce rates d. Pageviews
  • 24. Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation"
  • 25. Good Examples.
  • 26. Good Examples.
  • 27. Bad Examples.
  • 28. Bad Examples. (and this is a conversion company?!)
  • 29. Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation" b. "Big, fat headline" (your value proposition)
  • 30. Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation" b. "Big, fat headline" (your value proposition) c. Key benefits
  • 31. Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation" b. "Big, fat headline" (your value proposition) c. Key benefits d. Clear call to action
  • 32. Compare this button To this button
  • 33. Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation" b. "Big, fat headline" (your value proposition) c. Key benefits d. Clear call to action e. Supporting imagery
  • 34. Mistake #3.Not Getting These Essential Best PracticeTactics on your Landing Page. a. "Drop the navigation" b. "Big, fat headline" (your value proposition) c. Key benefits d. Clear call to action e. Supporting imagery f. Video Asset if available *Note i. If you push a video (or any message) at a potential customer that the customer has NOT requested will FAIL as a tactic in gaining new customers, and by extension your revenue will be affected.
  • 35.