Position2 ConfidentialPosition2 ConfidentialJuly 26, 2011 www.position2.com 1

Smart & Hard work by

Florita Pinto

Position2 ConfidentialPosition2 ConfidentialJuly 26, 2011 www.position2.com 2

Position2 ConfidentialPosition2 Confidential

An active webpage where customers will 'land' when they click your ad. The

web address for this page is often called a 'destination URL' or click through

URL. (courtesy Google ad words)

- is a single web page that appears in response to clicking on an advertisement.

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Which

one??

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• What does a USER want from your PAGE? (Exact info!)

• Is your LP a Wagon Wheel or a Scary Ghost? ( Boooo!!)

• What should your Landing Page do? (Sell your Product!!)

GOAL

• Convert site visitor into sale/lead.

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Landing Page Structure

Headline that addresses a

problem

Subhead that makes a promise

Reinforce credibility

Outline main benefits

Facts over Fiction

Clear Call to Action

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HEADLINE( Core keyword with /without image)

BODY COPY(Related to your headline)

FORM FILLS(Name,email,etc)

CTATESTIMONIALS

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Headline

Form Fills

CTA

Testimonial

Body

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Tabs

CTA

Form Fills

Headline for the

tab

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1. Relevant and original content

• What is the purpose of your site?

(It should be clear to users)

• Is your content copied from other sites?

(It shouldn't be!)

• Why would a user visit your page over a similar site?

(Your site should offer value for users)

• What other additional products, features, or reviews can you offer?

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2. Transparency

• Can the user easily learn more about your business

(i.e. about us, company info, contact info).

• How does your site interact with a visitor's computer?

(it shouldn't download malware or collect

sensitive information without a user's permission).

• Can users tell what they're getting (or giving you) when they click a download button

or fill out a form?

• Is it clear to site visitors how you will use their personal information?

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3.Navigability

• If your page is conversion-focused, can the user easily access additional

information to learn more or answer questions?

• Is it simple for the user to move around the site, and reach destination content

within a few clicks?

Just Remember the KISS principle (Not too hard!!)

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• Your landing page is the most likely funnel point to produce a conversion lift on your

campaigns

• Here are some reasons why using landing pages to engage your paid search traffic

will increase conversions:

Message Match

Subject Focus

Storytelling

Experimentation

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• Customer will typically spend 5 seconds on your page before deciding whether to

stick around or not.

• By providing a very clear headline on your page that strongly matches your ad

message you give people a sense of positive reinforcement – that they made a

“good click”.

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• Your homepage probably communicates multiple messages, or shows multiple

products.

• If you count the links on your homepage you might count 20-75 interaction points –

this is focus dilution.

• A correctly designed landing page should have only one.

LP- Storytelling

• Effective salespeople are good storytellers.

• Effective landing pages take an idea (the ad) and expand it into a clear and powerful

motivational story.

• This is done through the implementation of persuasion design techniques.

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• Conversion isn’t about standards or best practices, it’s about experimentation and

creativity.

• A landing page can use content in ways that breaks the structure or rules of your

website (while still staying on brand).

• You can test many variations of message and layout by using standalone landing

page without redesigning your website or seeking the consent of multiple

departments.

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• Landing pages simplify and improve the PPC conversion.

• They do this by enabling more focused messaging which

boosts your quality score and reduces your cost-per-click.

• At the same time they reduce the post ad-click bounce rate

which improves conversions.

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