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Landing page e ottimizzazione delle conversioni

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Il contenuto e il design delle "pagine di atterraggio" delle tue campagne di web marketing è determinante per ottenere il numero massimo di "conversioni" (contatti utili), siano queste pagine specifiche del tuo sito o landing page dedicate.
In questa presentazione si affronta la base della CRO (Conversion Rate Optimization) e si indicano una serie di tool utili per costruire la "landing page dei tuoi sogni".
http://www.gplorusso.it/landing-page-ottimizzazione-delle-conversioni/

Publicada em: Internet
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Landing page e ottimizzazione delle conversioni

  1. 1. @Gianps (tutti i diritti riservati) Gianpaolo Lorusso per www.startupsaturday.it
  2. 2. @Gianps (tutti i diritti riservati) • Mi occupo di web marketing da più di 10 anni e lavoro con alcune tra le più grandi aziende e onlus italiane. • Ho ideato e organizzo ADworld Experience, il più grande evento europeo indipendente su AdWords. • Sono responsabile editoriale di Sito-Perfetto.it, il primo Ebook condiviso sul web marketing in italiano. • Progetto architetture informative, faccio test di usabilità e gestisco Usabilità made in Italy su Linkedin
  3. 3. @Gianps (tutti i diritti riservati) Sito o landing page? 3 www.nngroup.com/articles/f-shaped-pattern-reading-web-content/
  4. 4. @Gianps (tutti i diritti riservati) 4 Immagine del prodotto o video presentazione www.formstack.com/the-anatomy-of-a-perfect-landing-page
  5. 5. @Gianps (tutti i diritti riservati) 5 http://blog.usabilla.com/call-to-action-key-principles/ (Oliver McGough)
  6. 6. @Gianps (tutti i diritti riservati) Il layout perfetto Il designer raggiunge il massimo non quando non può aggiungere nient’altro, ma quando non può più togliere nulla. (Antoine de Saint-Exupéry) 6
  7. 7. @Gianps (tutti i diritti riservati) L’impatto visivo • Prima impressione in 1/20 di secondo • Effetto “macchia umana” • Branding (riconoscimento) • Sfumature, linee curve, effetti 3D, ecc. • Uso dei colori • Cecità ai banner 7
  8. 8. @Gianps (tutti i diritti riservati) http://blog.leadpages.net/home-page-sliders-ineffective-whats-replacing 8
  9. 9. @Gianps (tutti i diritti riservati) 9 http://www.ironicsans.com/owmyeyes
  10. 10. @Gianps (tutti i diritti riservati) I testi Volevo scriverti una breve lettera, ma non ho avuto tempo, e quindi te ne scrivo una più lunga. Mark Twain 10
  11. 11. @Gianps (tutti i diritti riservati) Stesso testo, attenzione diversa Fonte: Marketing Sherpa 11
  12. 12. @Gianps (tutti i diritti riservati) Leggibilità e scansionabilità • Paragrafi divisi • Punti elenco • Parole chiave nei titoli, in grassetto o in posizione preminente • Link evidenti (meglio se «parlanti», sottolineati, ma comunque uniformi ed esclusivi) • Limitare l’uso di testo in maiuscolo • Massimo 20-25 parole per riga (80-90 caratteri) • Massimo 3 font diversi, in 3 dimensioni differenti Approfondimento: Sito-perfetto.it 12
  13. 13. @Gianps (tutti i diritti riservati) Il contenuto • Concretezza, sintesi e riscontri oggettivi • Video-presentazione • Scrivere per un ragazzo di 14 anni (statistiche di leggibilità del correttore ortografico) • Formattazione scansionabile • Testo ricco di parole chiave (in evidenza) • Story telling & Personas (puntare su emozioni, evocatività & immedesimazione) 13
  14. 14. @Gianps (tutti i diritti riservati) I principi della persuasione Reciprocità Creazione di un legame / impegno (commitment) e coerenza (consistency) Riprova o convalida sociale Piacevolezza dell’esperienza di vendita (e del venditore) Autorevolezza Scarsità Robert Cialdini 14
  15. 15. @Gianps (tutti i diritti riservati) Il contenuto La razionalità convince Le emozioni fanno agire http://conversionxl.com/landing-page-optimization (Peep Laya) 15
  16. 16. @Gianps (tutti i diritti riservati) Da testare 16 • Sito o landing page? • Titolo, sottotitolo, testi, immagini • Story telling / emozioni vs. razionale? • Con o senza form? • Con o senza video-presentazione? • Tabelle comparative? • Posizionamento dei vari elementi • Link al sito? (menù integrato nella landing?) • Scelta parole nella call to action e colore pulsante
  17. 17. @Gianps (tutti i diritti riservati) Lunga, corta, emozionale? 17 http://conversionxl.com/long-form-or-short-form-why-not-both/
  18. 18. @Gianps (tutti i diritti riservati) Courtesy of: + 668,63% conversioni Angela Falotico (TSW Strategies) - 87,78% costo/conv
  19. 19. @Gianps (tutti i diritti riservati) Courtesy of: Angela Falotico (TSW Strategies)
  20. 20. @Gianps (tutti i diritti riservati) 20
  21. 21. @Gianps (tutti i diritti riservati) 21 uxmatters.com/mt/archives/2006/07/label-placement-in-forms.php (Matteo Penzo)
  22. 22. @Gianps (tutti i diritti riservati) Il form ideale 22 • Etichette in grassetto sopra e vicino ai campi • Allineamento dei campi fisso (a sinistra) • Pulsante di chiamata all’azione nella linea di scansione visiva dei campi/etichette • Minor numero di campi possibile • Testi di suggerimento nei campi (se utili) • Cursore nel primo campo (segue ordine di compilazione) • Validazione dei dati e notifiche in tempo reale, evidenti e vicine ai campi errati • Tasti CTA «parlanti» (eliminare tasto reset/annulla)
  23. 23. @Gianps (tutti i diritti riservati) Tracciare l’efficacia • Considera tutte le conversioni «classiche» (acquisto o contatto) • Traccia anche le conversioni «comportamentali» (clic su link ad email, download di PDF, iscrizione NL, visualizzazione di pagine chiave, durata visita o nr. pagine viste oltre la media, condivisioni social o «mi piace») • Per avere un quadro più completo collega gli account AdWords e Analytics e importa le conversioni da quest’ultimo 23
  24. 24. @Gianps (tutti i diritti riservati) Tool di test x siti e landing page • Optimizely • Visual website optimizer • Unbounce.com (landing page complete) • Tool di test in Analytics 24
  25. 25. @Gianps (tutti i diritti riservati)
  26. 26. @Gianps (tutti i diritti riservati) 26
  27. 27. @Gianps (tutti i diritti riservati) +13.6% +92% di di prenotazioni clic 27 https://whichtestwon.com/test/hard-soft-call-action-increase-vacation-bookings
  28. 28. @Gianps (tutti i diritti riservati) Ma non solo… 28 Chat on line www.zopim.com www.envolve.com Si possono anche attivare dopo un certo tempo di apertura di una pagina o dopo un certo numero di pagine viste
  29. 29. @Gianps (tutti i diritti riservati) Test di usabilità low cost 29 Test di usabilità “home made” Test di usabilità in remoto  www.usertesting.com (siti in inglese)  www.loop11.com  www.usabilla.com  www.userzoom.com Approfondimento: Sito-perfetto.it
  30. 30. @Gianps (tutti i diritti riservati)
  31. 31. @Gianps (tutti i diritti riservati) User tracking low cost Tracciamento dei clic  Dati In-Page di Google Analytics  www.crazyegg.com  www.clicktale.com Eye tracking in remoto  http://eyetrackshop.com (non proprio low cost)  www.youeye.com  Sondaggi  www.userreport.com 31
  32. 32. @Gianps (tutti i diritti riservati) Bibliografia essenziale 32 Eye tracking web usability - Jakob Nielsen & Kara Pernice (Pearson 2011) Don’t make me think (II edizione) - Steve Krug (HOPS 2008) Le armi della persuasione – Robert Cialdini (Giunti 2013)
  33. 33. @Gianps (tutti i diritti riservati) Sitografia essenziale 33 www.nngroup.com www.humanfactors.com www.measuringusability.com/blog.php http://blog.usabilla.com http://unbounce.com/blog www.conversionxl.com http://contentverve.com http://whichtestwon.com (a pagamento)
  34. 34. @Gianps (tutti i diritti riservati) Domande? www.gplorusso.it

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