Optimize your landing page and boost conversion rates with these design examples

Download Optimize your landing page and boost conversion rates with these design examples

Post on 14-May-2015




2 download

Embed Size (px)


Learn how to increase conversion by using my landing page optimization tips. Read about the mistakes and successes from a variety of real landing page design examples


<ul><li>1.mat t hewwoodward.co.uk http://www.matthewwoodward.co.uk/tips/landing-page-optimization-design-examples/ Evgeniy Garkaviy Landing Page Optimization Boost Conversion With These Design Examples! This Is A Guest Post From Evgeniy Garkaviy The Landing page is the most crucial page on your website. You have a f ew seconds to convince visitors that your product or service is right f or them. In this post, you will learn my landing page optimization secrets along with real lif e examples. What You Will Learn How to use landing page optimization to increase prof its How to analyse your landing page The crucial things every landing page needs Real world landing page design examples Introducing Evgeniy Garkaviy I have been working in SEO and Pay Per Click marketing f or over 4 years. I have helped many small businesses in the UK and Germany reduce the cost of customer acquisition and helping them get the maximum out of their marketing investment. I am a Google AdWords certif ied partner and contribute regularly to www.temi.co.uk which I co-own. I have vast experience with PPC and landing page optimization and of f er a range of PPC services to my clients. Landing Page Optimization Made Easy It is very easy to create a landing page but it is also just as easy to screw it up. A lot of landing page designers wrongly assume they know what a user will be looking f or on your landing page. But that really depends on what action you want the user to take. A poorly designed landing page can end up costing you a lot of money I will show you exactly what you need to do and what you should avoid on your landing pages. Using Cheesy Stock Photos The majority of landing pages all suf f er f rom the same problem of using very similar stock photos. Men and women in suits shaking hands: if the page of f ers some business services. </li></ul> <p>2. Workers smiling: in some research companies, developers. Girl with the headset: online stores where a happy manager will help you 3. You get the picture. Using boring images like this is killing your conversions. You may think that successf ul people on landing pages gives you creditability and trust, but most people do not trust them and that includes me. Use Google search and you will see many similar landing pages using the same images. A page containing a f unny or engaging picture is much more likely to catch a users attention like this one- It is much better than boring men in suits shaking hands. What do you expect to see on a page that of f ers car insurance? I guess it might be a car, but you must think deeper and f ind something unique that will be interesting f or your 4. potential customers. Poor Headline Having a good headline helps to gain peoples attention spending more time on the page and browsing around. The headline is one of the most important f actors on a page to help you communicate with visitors directly. The best headline has a clear proposition and call to action. A good exercise to go through is to imagine your page without text just the headline, call to action and f orm. Would you take action based on just the headline? If you would your headline is perf ect! Have a look at the page below- Where is the headline? Get Started Now is the call to action. The video is there, but that is all. From this, I cant even understand what this page is of f ering. The headline is critical, even simple text like SEO agency in Birmingham would help. Using video on a landing page can be hit or miss. If you have a lot of mobile traf f ic its likely they wont be able to load or watch the video which will hurt conversion. Take a look at this landing page design that makes great use of the headline element- 5. Landing Page Is Not Relevant To The Advert It is important that your landing page is highly relevant to your advert. You need to make sure you place relevant text that helps inf orm users properly. Sometimes you need to use a long f orm landing page with lots of text and sometimes it needs to be short and punchy depending on your business. Dont f orget that Adwords has a quality score that is an estimate of how relevant your ads, keywords, and landing pages are to a person seeing your ad. Theref ore, if you have a relevant landing page to your ad, you will have a higher quality score (f rom 1 to 10). At the same time, the higher quality score means lower cost per click f or your adverts. Who doesnt want more traf f ic f or less money? You should make your sure landing page- Shows the benef its of your of f er. Tells the user what they should expect af ter taking action. Is specif ic. For example,I saw this ad- The ad says Full Time Prof essional Shaman When Youve Tried Everything but when you visit the landing page it isnt really relevant to the advert. There is no header or call to action. 6. This would be much better if there was a clear headline directly relevant to the advert with a clear call to action. Information Overload Your landing page should only f ocus on a single of f er. If you have more than one of f er on your site, then you must create a separate landing page f or each of f er. Some people think that such inf ormation as testimonials, mobile version, and great brand descriptions must be on a landing page to build trust. The truth is that this usually only conf uses visitors and stops them f rom taking the action you want them to take. You should remove all distracting elements f rom the page that does not contribute to the main call-to-action. 7. What are the biggest problems with this page? It has 3 of f ers Why do I need SEO, On/of f page package &amp; 100% allowed methods. The call to action isnt clear All 3 of f ers take you to the same page Anyone searching SEO and clicking an advert, already knows they need SEO 8. Instead of giving users 3 dif f erent choices that all lead down the same path, they should just of f er 1 choice. Making people choose is highly damaging to conversion. Lets take a look at a good example- 9. This landing page design has- A nice photo Short registration f orm at the top Clear headline Good content This makes it very easy f or the user to take action and sign up. Poor Call To Action This is one of the most important parts of any landing page. Af ter clicking your ad, people must immediately understand what you are of f ering. They will not spend much time browsing your page if there is no clear call to action. This is especially true if you are selling something: people do not buy if they do not understand what they are paying f or. Your call to action must be well designed and stand out f rom the rest of the page. Dont f orget to mention what visitors should expect af ter clicking the button. A good thank you page is very important, too. Your goal is to keep the user engaged af ter they have taken action. Add social buttons to your thank you page f or extra bang f or buck. Lets take a look at a bad example- 10. There are quite a f ew things wrong with this landing page example- It was a PPC ad but what should I do if I want to continue with the site? The only button Get in Touch (looks like a button but actually isnt) appears on the f ooter. People do not like to make a call. They want to get in touch via email or chat at f irst. For the long landing page; it is better to repeat the call to action twice: at the top and in the f ooter. They design landing pages. Really? Here is a much better example- 11. What you will notice with this landing page example is- Very appealing design. Of f er is quite clear: Sign up now f or 1.19 per month. Suitable list of benef its. Call to action appears on the top and at the bottom. Of f ers live chat and telephone support. Sign up button is exactly the right size and quite visible. You can see that it is the most important area of the page. This is a f antastic landing page that has all of the elements needed to boost conversions! Poor Design Structure There are many landing pages that have attractive designs but the visual hierarchy is poor. An ef f ective landing page must have- Clear, readable f ont size. The same f or image size. People like to see big images because bigger images mean improved conversion rate. Clear &amp; bold headline. Call to action button must stand out. As I said previously, if your landing page is long, then it is better to repeat your primary call to action. This allows the users who scrolled down to read your f ull content to sign up easily as well. If you are selling something like clothes or bags, then you can consider adding some other elements to help with conversion. 12. Something like a delivery countdown near the buy button that will encourage potential customers to make a purchase immediately. For clothing, you can add select a size button usef ul tactic if you want to make shopper reach a quick decision. When a user has taken action once, they are likely to take action again. Selecting the size prepares them to hit the buy button. 13. Phrases like only 2 lef t can also help make a quick sale. Asking For Too Much Information The less inf ormation you ask f or on your landing page the more people will convert. 14. The ideal number of the f orm f ields on a landing page is 3- name, email address and password (if you are requesting registration), city (if you are selling something), etc. In f act, the only inf ormation you need is their email address because once you have that, you can obtain the rest of the inf ormation later. People do not like to share their personal inf ormation because they worry about their privacy. That is why you need to include a statement assuring that their personal details are saf e and will not be shared. Just add some text stating that f act on your registration f orm and the page will look more trustworthy. Here is a bad example- They have 7 f ields f or the Free SEO analysis of f er. But wait; the 7th f ield website address is not even required. At the same time, theyre asking me f ormy f irst name, last name, email, company name and telephone number. What do they need my company name? In my opinion, 3 f ields would be perf ect f or this of f er- Name Email Website Address How can you send me SEO audit if you do not even know the URL f or my website? Here is a much better f orm in the same niche: 15. Only 4 f ields. In addition to the 3 main f ields I mentioned above, they added message f ield where you can ask something about prices, additional services, etc. Wrapping It Up Your landing page can make or break your bottom line prof its. A good landing page lowers advertising costs and deliver more customers per dollar spent. But a bad landing page can easily see you burn through your advertising budget with little to show f or it. Matt showed how important a good landing page is in his Facebook marketing strategy last week. If you struggle to make good landing pages you can just use LeadPages which has lots of time tested high converting landing page design templates to choose f rom. Anyone can make awesome landing pages with their simple interf ace and the increases in conversion is more than worth it! I know Matthew is using LeadPages quite heavily across the blog and RankCracker at the moment! You can also benef it f rom 21 more landing page examples. Have you got any other landing page optimization or design tips? </p>