1. Landing Page Design
101
Saturday, September 21, 13

2. What’s&the&Point?&
• Controlled&experiment&(MVP)&
• Get&people&to&convert&on&a&
single,&specific&value&proposiDon.&
• Split&test&and&iterate&rapidly.&
Saturday, September 21, 13

3. The Buyer Persona
Who you are selling to?
Saturday, September 21, 13

4. • Did&I&land&in&the&correct&place?&
• Is&This&What&I&Expected?&
• Do&I&Trust&This&Site?&
• How&Long&Will&This&Take?&
• What&Should&I&Do&Next?&
• Where&Should&I&Go&Next?&
• Should&I&Click&the&Back&BuUon?&
Empathize&
Saturday, September 21, 13

5. &
&
&
&
Large&Graphic&
&
Headline&
Key&Benefits &&
CallJtoJAcDon&
Social&Proof &&
Simplified&Layout&
!&"&
#&
$&
Saturday, September 21, 13

6. SaDsfies&the&“itch”&of&the&person&
in&search&for&a&specific&soluDon&to&
their&problem.&First&thing&read.&
&
&
&
&
Large&Graphic&
&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
Headline&
Saturday, September 21, 13

7. “Big&Picture&Hypothesis”&
&
a.k.a.&
&
SoluDon&Hypothesis&
&
a.k.a.&
&
Value&ProposiDon&
Saturday, September 21, 13

8. &
&
&
&
Large&Graphic&
&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
How&does&your&product&or&
service&benefit&the&customer?&
Write&out&bullet&points.&&
Key&Benefits&
Saturday, September 21, 13

9. &
&
&
&
Large&Graphic&
&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
Image&highlights&product&and&
conveys&happy&user&experience.&
Hero&Shot&
Saturday, September 21, 13

10. &
&
&
&
Large&Graphic&
&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
TesDmonials&help&to&establish&
credibility&and&trust.&
Social&Proof&
Saturday, September 21, 13

11. &
&
&
&
Large&Graphic&
&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
Solicit&one&clear&acDon&that&tests&
your&Riskiest&Assump4on.&
CallJtoJAcDon&
Saturday, September 21, 13

12. Don’t&Blow&It&
• The&Headline&is&Everything&and&will&
Probably&Have&the&Biggest&Impact&on&
Conversions&
• A/B&Split&Test&the&Headline&&
Saturday, September 21, 13

13. Experiment&1:&3%&&&%&&Experiment&2:&3.2%&&&&&✗&
&
Experiment&1:&3%&&&%&&Experiment&2:&6%&&&&&&&&✓&
Gauge&ProducDvity&
Saturday, September 21, 13

14. Example&Split&Test&
“Developers&Save&Time&and&Money&with&Our&
Leading&ApplicaDon&Monitoring&SoYware”&
&
“Our&ApplicaDon&Monitoring&SoYware&Helps&
Developers&Fix&Code&Bugs&Faster,&Improving&
the&BoUom&Line”&
Saturday, September 21, 13

15. Saturday, September 21, 13

16. Saturday, September 21, 13

17. Don’t&Blow&It&
• Don’t&be&lazy&about&the&page&
design.&Polish&=&Credibility.&
• Keep&copy&clear&&&concise,&using&
bullet&points&
Saturday, September 21, 13

18. Saturday, September 21, 13

19. Don’t&Blow&It&
• If&collecDng&email&addresses,&
must&include&a&privacy&statement.&
• “Your&privacy&is&important&to&us.&
We&will&never&share&your&email&
address&with&third&parDes.”&
Saturday, September 21, 13

20. Saturday, September 21, 13

21. Primary&Traffic&Sources&
• SEM&–&Adwords,&Bing,&Yahoo&
• Email&blasts&(remember%to%collect!)&
• Facebook&posts&/&ads&
• TwiUer&posts&/&ads&
• Google+&posts&
• Quora&/&Yahoo&Answers&
• Surveys&with&CTA&
• Live&Interviews&
Saturday, September 21, 13

22. AddiDonal&Traffic&Sources&
• Craigslist&Ads&
• Youtube&/&Vimeo&
• Flickr&/&Pinterest&
• Slideshare&/&Scribd&
• Blog&comments&
• Forum&comments&
• Paper&fliers,&posters,&biz&cards&
Saturday, September 21, 13

23. Basics&of&Landing&Page&Design&
&
Saturday, September 21, 13

24. Basics&of&Landing&Page&Design&
&
Saturday, September 21, 13

25. Basics&of&Landing&Page&Design&
&
Saturday, September 21, 13

26. Basics&of&Landing&Page&Design&
&
Saturday, September 21, 13

27. Saturday, September 21, 13

28. Questions?
Tweet @uxceo
Saturday, September 21, 13