The document discusses landing pages, including what they are, why they are effective, and best practices for creating them. Landing pages are highly focused pages designed to get visitors to take a specific action, such as filling out a form, signing up for a service, or making a purchase. They are more effective than regular website pages at converting visitors into leads or customers because the message and call to action can be tailored to the specific campaign. The document provides examples of effective landing pages and recommends testing different page elements like headlines, forms, buttons, layouts, images, and testimonials to optimize conversion rates.

1. Landing Pages
what, why and how
by Kate K.Lengold & Alex Kudriashova

2. what
is a landing page?

3. traffic

4. goal: soccer

5. goal: landing page
fill a form
sign up for your service
buy your product

6. buy online
john
advertising
how do I
increase the
likelihood of
purchase?

7. buy books online
reviews
about us
catalogue
contact us
shipping
authors
textbooks discounts
stationary

8. NO!

9. highly-focused page

10. why
are landing pages
so efficient?

11. landing page #1
landing page #2
landing page #3
message #1
message #2
message #3

12. types
of landing pages
examples
& best practices
how to test your
landing page

13. types
of landing pages
Click Through
Landing Pages
Lead Generation
Landing Pages

14. Click Through Landing Pages
Goal: persuade the visitor to click
through to another page

16. Lead Generation Landing Pages
Goal: capture user data (name / email address)

17. email@gmail.com

18. what to offer in exchange for an email?
free trial /discount ebook / webinar notification

19. examples & best practices

20. Opera Browser
keep it simple and
give vistiors what they are
looking for
clear title and description

21. Cupcloud
again, always keep the
form above the fold

22. GiftRocket
social sharing

23. Right Signature
never ask for too
much info

24. Trello
call to action -
always above the fold!

25. eye-catching
headline
tell about
your product
clear call
for action
must haves

26. A/B Testing

27. version A version B
A/B Testing

28. no testimonials
with testimonials
compare
performance
version A
version B

29. significant effect your lead flow

30. #1. HEADLINE

31. #2. Form

32. #3. Form Button Color,
Size and Copy

33. #4. Page Layout

34. #5. Images & Video

35. #6. Social
Follow
Buttons

36. #7. Testimonials

37. compare conversion rates
version A version B

38. statistically
significant results

39. make the
appropriate changes
header A
+
Layout B
+
Testimonials A
+
Image B

40. time to start again!

41. Good luck!