This presentation outlines what makes a better landing page to enable your business to make more money. If your business doesn't create online revenue then the same methods and tactics will help improve stickiness and engagement.

1. @georgeioannou | @digitalandwise
Make More Money With
Better Landing Pages
George Ioannou
Head of Agency

2. @georgeioannou | @digitalandwise
What we’re going to cover…
• What is a landing page?
• Importance of landing pages
• What makes a great landing page?
• Fulfill the promise
• Measuring and reporting
• Trust nothing, test everything
• Some examples
• Handy tools

3. @georgeioannou | @digitalandwise
What is a landing page?
• Sometimes known as a "lead
capture page" or a "lander”
• Displaying a logical extension
of the advertisement, search
result or link.
• Linked to from:
– SEM
– Social Media
– Email Campaigns
• Converts site visitors into sales
or leads.

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Ten Key Landing Page features
Source [ Kiss Metrics ]

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Create a Landing Page that
C.O.N.V.E.R.T.S.
= Clear Call to Action
= Offer
= Narrow Focus
= Very Important Attributes
= Effective Headline
= Resolution-Savvy Layout
= Tidy Visuals
= Social Proof
Source [ Kiss Metrics ]

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Fulfill the Promise
• Show what it says on
the tin
• Keep consistency and
confirm expectations
• Would you buy from
you?
• Be specific
• Show your USP

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Measuring & Reporting
• Leads/conversion
• Bounce rate
• Campaign channel
effectiveness
• Visits
• Pages per visit
• Average visit duration
• % new visits

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Trust Nothing, Test Everything!
• Don’t depend on
expertise
• Start A/B and
Multivariate testing
– Test multiple landing
page layouts
– Optimize
content, special offers
etc
– Segment and Target

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SOME EXAMPLES

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Spotify

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Spotify

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Spotify

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MADE

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Apple

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Waitrose

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HANDY TOOLS

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Handy Tools
• Google Tools
• http://www.google.com/
Too many features to mention!

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Handy Tools
 Feng-GUI
 www.feng-gui.com
 Optimise layouts
 Identify weak spots &
improve performance
 Location of brand and
branding effectiveness

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Handy Tools
 Loop11
 www.loop11.com
 Create professional
usability tests in
minutes
 Conduct remote user
testing
 See the results of your
user test online –
instantly.

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Handy Tools
 Clicktale
 www.clicktale.com
 Visitor recordings
 Mouse movement
heatmaps
 Attention heatmaps
 Click heatmaps

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Handy Tools
• Five Second Test
• http://fivesecondtest.com/
 UI feedback
 Fine tune design
 Extracts the frequent
keywords places in to graph

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Trust Nothing, Test Everything!

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Thanks for listening! Next…
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Thank you for listening
@georgeioannou
http://www.linkedin.com/in/georgeioannou