Seven Deadly Sins Of Landing Page Optimization
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Landing Page Optimization can skyrocket your profits. Learn how to avoid the most common landing page problems in this fast-paced & informative session with Q&A at the end. Tim Ash, President & CEO, SiteTuners.com (Twitter @tim_ash)
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Seven Deadly Sins Of Landing Page Optimization
- 1. Tim Ash, President & CEO, SiteTuners.com Seven Deadly Sins of Landing Page Optimization
- 4. Super Affiliates Are… Greedy Mercenary Busy Lazy
- 12. I.T. Marketing Ad Agency Your Boss Webmaster
- 13. I.T. Marketing Ad Agency Your Boss Webmaster WEBSITE VISITORS
- 14. Before After + $3,285,000 +40%
- 15. Before After +24% + $182,000
- 16. Before After +75% + $200,000
- 17. Before After +51% + $48,000,000
- 24. Before
- 25. After
- 26. Before
- 27. After
- 32. Before
- 33. After + 51% + $48,000,000
Notas do Editor
- Your landing pages have fundamental problems
- You have neglected your landing pages Your conversion rate is too low This is costing you a lot of money
- Question: What is a Camel? A Horse Designed by Committee
- The customer is always right
- Case Study – Real Age Conversion action: Completion of free test registration Test Size: 552,960 unique “recipes” Results: 40% lift in conversion rate $3,285,000 annual profit improvement
- Case Study – Uniblue Registry Booster Conversion Action: Free software download Extensive previous page testing by client Test Size: 3,110,400 unique “recipes” 24% increase in conversion CR improved from 30.3% to 37.7% $182,000 annual profit improvement
- Case Study - PowerOptions ® Conversion action: Free 2-week trial sign-up Test Size: 3 unique “recipes” 75% increase in post-trial sales $200,000 annual profit improvement
- Case Study – EngineReady Conversion Action: Online form or phone lead Large-scale PPC campaign Test Size: 192 unique “recipes” 51% increase in revenue per visitor $48,000,000 annual revenue increase
- Case Study – Startfor Conversion Action: Email capture 103,680 unique versions of the "barrier" page 81% increase in revenue per visitor
- Never put up content designed for conversion without testing on your target audience.
- What are you supposed to do on this page? Common issues: Spend precious time deciding what to do Get confused and frustrated The Fix: “ Call-to-action” should be clear & draw the eye Placement of call-to-action should be “above-the-fold” Competing calls-to-action should be de-emphasized
- What Are you supposed to do on this page?
- What is the desired call to action on this pay-per-click landing page? Clicking on the black iPhone for the thirty day free trial.
- Product detail page in catalog. All purchases must pass through it. Call to action is unclear.
- Product detail page in catalog. All purchases must pass through it. Call to action is unclear.
- What do I do next? Common issues: Too many choices cause paralysis Can’t find the right link to get closer to desired goal The Fix: Don’t present detail too early in the process Group choices into a small number of categories Use visual shortcuts to reduce reading
- Awareness squandered…
- … get them closer to their goal instead
- Is the information you are asking for absolutely necessary to complete the current transaction ? Common Issues: Unnecessary fields Info not needed until later Requires supporting info that is not readily available The Fix: Ask only for absolutely-required information Collect additional information at a later date Shorten labels and unclutter form layout
- Do you really expect me to read all of this? Common issues: No much text in paragraph style No clear hierarchy or flow Inappropriate level of detail for a landing page The Fix: Use clear headlines and headings Put important stuff first – write in “inverted pyramid” style Do not write in complete sentences - use short bullet lists Ruthlessly edit and shorten your text
- Does your landing page keep the promise that your upstream traffic sources make? Common issues: Page title does not match user intent No access to the info promised Difficult to find ad-related content on page The Fix: Repeat the ad-text or keywords on your page Provide clear access to information from the ad
- Title matches search term Promise of relevant expert reviews Trusted source of information
- No direct access to promised info! Desired action is paid subscription.
- Where am I supposed to look? Common issues: Visual assault is extremely annoying “ Gratuitous graphics” unrelated to product/service No clear separation of content and navigation Time wasted on looking at the wrong stuff The Fix: Don’t compete with the call-to-action Remove colorful page elements and animation/motion Replace generic photos with specific relevant images
- Why should I trust you & transact with you? Common issues: Lack of endorsements No “social proof” (testimonials) Trust symbols are not prominent Assurances are presented too late in the process The Fix: Borrow and Solidify Trust Feature well-known trust symbols prominently Use client logos/brands/media coverage as “badges” Remove anxiety with generous policies & guarantees
- Example - Unhelpful Risk Reducers
- Example - Helpful Risk Reducers
- Would You Buy A Grand Piano From This Site?
- Example – Trust Indicators
- Example – Trust Indicators
- Original page Email special-offer landing page Sins committed: Unclear call to action Visual distractions Too much text Lack of trust symbols
- Reworked landing page after SiteTuners Express Review
- AttentionWizard.com - before
- AttentionWizard.com - after