nail the landing page - 5 steps to optimize conversions

Nail the

Landing Page

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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:

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:

Organic search

Paid & unpaid links Email

Banner ads Video game 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