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you'll convert and you'll like it: building landing pages that work

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Page 1: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 2: You'll Convert and You'll Like it: Building Landing Pages that Work

Why Landing Pages?

Page 3: You'll Convert and You'll Like it: Building Landing Pages that Work

Top of Funnel

Page 4: You'll Convert and You'll Like it: Building Landing Pages that Work

Efficient Sales Cycle

Page 5: You'll Convert and You'll Like it: Building Landing Pages that Work

Engage

Page 6: You'll Convert and You'll Like it: Building Landing Pages that Work

Build a List

Page 7: You'll Convert and You'll Like it: Building Landing Pages that Work

Conversions

Page 8: You'll Convert and You'll Like it: Building Landing Pages that Work

How Do Users Get There?

Page 9: You'll Convert and You'll Like it: Building Landing Pages that Work

Socedo!

Page 10: You'll Convert and You'll Like it: Building Landing Pages that Work

PPC Ads

Page 11: You'll Convert and You'll Like it: Building Landing Pages that Work

Banner Ads

Page 12: You'll Convert and You'll Like it: Building Landing Pages that Work

Paid Social Ads

Page 13: You'll Convert and You'll Like it: Building Landing Pages that Work

Now What?

Page 14: You'll Convert and You'll Like it: Building Landing Pages that Work

Landing Page Vs. Homepage

Page 15: You'll Convert and You'll Like it: Building Landing Pages that Work

Landing Page Solves a Problem

Introduces Brand

All-inclusive experience

Only Purpose is Conversion

Page 16: You'll Convert and You'll Like it: Building Landing Pages that Work

Homepage Provides Information

Brand may be Known

Introductory experience

Multi-PurposeMulti-Conversion Inform

Page 17: You'll Convert and You'll Like it: Building Landing Pages that Work

Landing Page Solves a Customer Problem

Introduces Brand as Solution

All-inclusive experience directed towards conversion

Only purpose is resolution

Page 18: You'll Convert and You'll Like it: Building Landing Pages that Work

Guiding toward Conversion

Page 19: You'll Convert and You'll Like it: Building Landing Pages that Work

Solutions One page, one conversion

User-friendly

Page 20: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 21: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 22: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 23: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 24: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 25: You'll Convert and You'll Like it: Building Landing Pages that Work
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Page 31: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 32: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 33: You'll Convert and You'll Like it: Building Landing Pages that Work

Guiding toward Conversion

Simple design, eye-catching CTA.

User-friendly, provide just enough information

Fun conversions, different options toward the same conversion.

Page 34: You'll Convert and You'll Like it: Building Landing Pages that Work

Content and Design

Page 35: You'll Convert and You'll Like it: Building Landing Pages that Work

Design

Evokes feeling of problem being solved

Priorities above the fold

Draws eye towards CTA

Conversion is easy, not a chore

Page 36: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 37: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 38: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 39: You'll Convert and You'll Like it: Building Landing Pages that Work

Where’s the CTA?

Page 40: You'll Convert and You'll Like it: Building Landing Pages that Work

Unnecessary Distractions

Page 41: You'll Convert and You'll Like it: Building Landing Pages that Work

What is this?

Page 42: You'll Convert and You'll Like it: Building Landing Pages that Work

The more emphatic you are, the less I trust

you.

Page 43: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 44: You'll Convert and You'll Like it: Building Landing Pages that Work

Why should I trust you? Social proof is necessary.

Page 45: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 46: You'll Convert and You'll Like it: Building Landing Pages that Work

Contact you? I thought I was buying

something…

Too vague. What do you want to know?

Page 47: You'll Convert and You'll Like it: Building Landing Pages that Work

Design Issues

Evokes feeling of chaos and doubt

Only CTA above fold was navigation

Conversion is easy, but form is too vague

Page 48: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 49: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 50: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 51: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 52: You'll Convert and You'll Like it: Building Landing Pages that Work

Design

Evokes feeling of trust and playfulness

Clear CTA

Clear Value

Page 53: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 54: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 55: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 56: You'll Convert and You'll Like it: Building Landing Pages that Work

Content

Solve the problem (customer first)

Show and tell (clear statements, social proof)

Clear Value (differentiator)

Features before benefits or vice versa?

Page 57: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 58: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 59: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 60: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 61: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 62: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 63: You'll Convert and You'll Like it: Building Landing Pages that Work

Show Your Value

Page 64: You'll Convert and You'll Like it: Building Landing Pages that Work

The more emphatic you are, the less I trust

you.

Page 65: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 66: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 67: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 68: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 69: You'll Convert and You'll Like it: Building Landing Pages that Work
Page 70: You'll Convert and You'll Like it: Building Landing Pages that Work

Time to Test

One change at a time

Various devices

Never Assume

Layout

Imagery

Content

Page 71: You'll Convert and You'll Like it: Building Landing Pages that Work

Testing Devices

Tools or devices?

Priorities first

Does the UX make sense?

Undelay.io

Page 72: You'll Convert and You'll Like it: Building Landing Pages that Work

Testing Layout

Left vs. Right vs. Center

Simple vs. Complex

Example?

Page 73: You'll Convert and You'll Like it: Building Landing Pages that Work

Testing Design

Does it feel like a solution?

What’s the first thing you see? Ask your mother

Does it match the source? Website? Social experience?

Does it match the copy?

Big vs. Small vs. No image

Colors

Prioritize

Page 74: You'll Convert and You'll Like it: Building Landing Pages that Work

Testing Content

Tone matches solution

Is it clear? Ask your mother

Get to the point and leave the room

Page 75: You'll Convert and You'll Like it: Building Landing Pages that Work

Test Everything

Be patient: Rule of 100

The Value vs. The Ask

It’s not you, it’s PPC

Page 76: You'll Convert and You'll Like it: Building Landing Pages that Work

Thank you!


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