5 steps to maximize conversions and deliver an experience your customers w…

Nail the Landing Page

5 Steps to Maximize Conversions and Deliver an

Experience Your Customers Will Love

September 29, 2011

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http://www.actonsoftware.com/

Today’s Speakers

Thorin McGee

Executive Editor

Target Marketing

Sandra Niehaus

VP User Experience

Creative Director

Closed Loop Marketing

Moderator

Lance Loveday

CEO


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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

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:


2. Be Clear & Obvious

Five Steps:



3. Get Relevant

Five Steps:



3. Get Relevant

4. Make Small Changes

Five Steps:



3. Get Relevant


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

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:



3. Get Relevant


5. Persevere

Thank You!


Phone: (916) 367-5222

Email: [email protected]

Website: www.closed-loop-marketing.com

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