Post Click Marketing: Landing Page Optimization, PubCon 2011
3 elements to a converting landing page:
1. Get Their Attention
- Be specific
- It’s about the visitor, not you
- The benefit should be perfectly clear
- Show the immediate gain
2. Keep Them Engaged
- They must identify with our proposition
- They must be able to trust you
- They must believe their needs will be met
- They can’t have doubts/concerns
3. Call Them to Action
Gathering intelligence – Strategies
- Attention testing tools
- A/B and multivariate testing
- User testing
- Analytics testing
Advanced Segment for Landing Pages:
- Region – what content is each region most interested in?
- Matched Search Queries – determine if you are getting the right audience for your landing page topic
- Returning vs. New Visitors – look at returning and new visitors differently
- Google URL Builder – use Google’s url builder to see how your social messaging brings in visitors
- Top Converting Pages – which landing pages are converting the best?
User Psyche – 10 questions to ask
- Are you presenting your prices the right way?
- Should you be highlighting your prices, features or benefits?
- Are you matching ad copy to your landing page headlines?
- Do theme pages perform better than single product pages?
- Does your landing page images reinforce your lading page concept?
- What reading patterns does your audience use? http://raven.im/readpatterns
- What emotion should you convey to your audience? http://raven.im/lpemotion
- Can you communicate the same message using fewer words? Is your headline too clever?
- Is your landing page talking about you or your visitor? www.Futurenow.com/wewe
- What unnecessary steps can you eliminate from the conversion process?
How should you test? Create Powerful Hypotheses
- Value Proposition
Other ways to optimize your landing page:
1. Keep the Promise
- Keyword and ad should match
- Ad message and landing page message should match
- DKI can make this difficult
2. Layout should drive your conversion
- Less than 8 seconds to make an impression
- Make your layout simple, and easy to comprehend
3. Minimize distractions
- Consider removing navigation
- Minimize outbound links from the page
- Focus on main message
4. Reduce barrier to entry
- Keep forms as short as possible
- Require the fewest files possible
- Consider the value of the offer compared to the cost of the offer
5. Attract focus to the conversion action
- Use complimentary colors to make the conversion action stand out
- Design elements also help to point out the conversion action
Janet Driscoll Miller