Post on 13-Apr-2017
transcript
Why Landing Pages?
Top of Funnel
Efficient Sales Cycle
Engage
Build a List
Conversions
How Do Users Get There?
Socedo!
PPC Ads
Banner Ads
Paid Social Ads
Now What?
Landing Page Vs. Homepage
Landing Page Solves a Problem
Introduces Brand
All-inclusive experience
Only Purpose is Conversion
Homepage Provides Information
Brand may be Known
Introductory experience
Multi-PurposeMulti-Conversion Inform
Landing Page Solves a Customer Problem
Introduces Brand as Solution
All-inclusive experience directed towards conversion
Only purpose is resolution
Guiding toward Conversion
Solutions One page, one conversion
User-friendly
Guiding toward Conversion
Simple design, eye-catching CTA.
User-friendly, provide just enough information
Fun conversions, different options toward the same conversion.
Content and Design
Design
Evokes feeling of problem being solved
Priorities above the fold
Draws eye towards CTA
Conversion is easy, not a chore
Where’s the CTA?
Unnecessary Distractions
What is this?
The more emphatic you are, the less I trust
you.
Why should I trust you? Social proof is necessary.
Contact you? I thought I was buying
something…
Too vague. What do you want to know?
Design Issues
Evokes feeling of chaos and doubt
Only CTA above fold was navigation
Conversion is easy, but form is too vague
Design
Evokes feeling of trust and playfulness
Clear CTA
Clear Value
Content
Solve the problem (customer first)
Show and tell (clear statements, social proof)
Clear Value (differentiator)
Features before benefits or vice versa?
Show Your Value
The more emphatic you are, the less I trust
you.
Time to Test
One change at a time
Various devices
Never Assume
Layout
Imagery
Content
Testing Devices
Tools or devices?
Priorities first
Does the UX make sense?
Undelay.io
Testing Layout
Left vs. Right vs. Center
Simple vs. Complex
Example?
Testing Design
Does it feel like a solution?
What’s the first thing you see? Ask your mother
Does it match the source? Website? Social experience?
Does it match the copy?
Big vs. Small vs. No image
Colors
Prioritize
Testing Content
Tone matches solution
Is it clear? Ask your mother
Get to the point and leave the room
Test Everything
Be patient: Rule of 100
The Value vs. The Ask
It’s not you, it’s PPC
Thank you!