How to Make a Killer Landing Page

This session by Lucy Orloski was a great run through of conversion rate optimization best practices for your landing page.

Critical Elements of a Successful Landing Pages

Landing pages are fishing nets that capture the ocean on traffic sitting on your website. This is a wide ocean and you can’t talk to these people in a relevant and engaging way if you don’t know who they are. Landing pages allow you to turn traffic into leads and figure out who these anonymous people are. They turn your anonymous visitors into contactable leads.

Landing pages get someone to do something you want them to. Whether that is to fill out a form, download something, sign up for an account/trial or call a number etc. etc. The page is built for a goal, make sure you focus on the goal.

Goals:
Conversion
Clarity
Friction reduction

This means that the landing page has to be useful to the visitor. You really don’t want to make people think. It needs to be simple to understand you unique value proposition.

A good landing page is like a well greased chute.

Three Golden Rules

1) Tell visitors exactly what your offering - in every possible way. Use pictures, words etc. Explain to them why this landing page exists. Layer with value propositions. Don’t sell features, sell benefits, discuss features etc.

2) Tell them why they can’t live without it - It needs to be so good that they would be fools not to convert. If you are having a hard time doing so, you need to reconsider your content marketing approach.

3) Tell them what they need to do to get it - This seems very simple, but explicit calls to action are critical for boosting conversion rates. This boosts clarity and reduces friction
Blackberry has poor landing pages

You will never improve a landing page if you don’t experiment. It’s critical to test numerous ideas, preferably against each other, in order to find out what works best for you.

Experimentation Prep

1) Tracking URLs – Tracking urls are key so that you can segment out your ads. If you don’t know what this is, check Google URL builder

2) Frequency - How much should you be testing? As much as you can! If you have limited time and resources focus on testing problem pages i.e. those with less then 20% conversion rate. Just put out your biggest fires and move up.

Areas for Experimentation

1) Positioning / Lead-in CTA – This is how you set expectations of a user. If you promise or are perceived to promise something you don’t do this will negatively impact your conversion rates. This not only creates friction but reduces clarity. Even if you think your being clear, your users may not agree. Make sure you look for these disconnects.

2) Navigation - Best practice is to leave your landing page free of navigation, this is something to test with your specific option.

3) Copy - This is critical and offers tons of place for experimentation like:
headline
body intro
bullets
conclusion, cta
image captions
content previews

Make sure to set expectations, mirror content and offer styling. Aim for clarity, brevity and articulating value to the visitor. You have less then 3 seconds to make the value of your offer clear to your visitor. Don’t add complexity.

Experiment with thumbnail preview, content preview, embedded trailers for video or embedded SlideShare for ebooks

Forms

These are a wall you are asking people to jump over, so make sure you craft your landing pages and your forms to accomplish this. Make sure you only ask for what you need.

There are lots of areas for experimentation for forms, such as:
form headline
number of fields
content of fields
risk reversal statements – why that info is needed, that you won’t sell it, trust signifiers
submit button

Alternative CTAs – Having another CTA on your landing page can boost overall visitor conversion if the CTA doesn’t conflict with the initial landing page. Make sure you differentiate the in terms of different stages of buying and research cycle

Page load speed – Just make it faster. Load times should be 3 seconds or less (really 1 second) in order to boost your conversion rates. for a website that takes more then 3 seconds to load 40% of visitors will abandon it and 80% will never return

The Value of Thank you Pages

A good thank you page gives the visitor multiple relevant paths this lets you learn more about what people do post conversion. Also make sure to tailor your thank you pages to each specific offer.

Tactical Best Pracitces

Don’t use the same page for ever offer, or stonewall by providing no next paths

Do give the the asset, add navigation back, take into account what they just did, give your visitor multiple relevant paths to walk down use ctas for later stage offers.

Paid landing page

1) Bounce rate – when your paid traffic bounces you are throwing away money, if they are bouncing your
2) quality score is reduced versus a fast loading and relevant landing page. Google wants you to make great ads with great UX on them.
3) Cost per lead – if your landing page rocks you get a lower cost per lead.

Elements for a specific paid landing page

All organic practices apply. These people are all humans, be kind – duh.

PPC speaks to keyword/ad group interest – both you ad copy and your landing page need to speak directly to the words you are bidding on. You need to create clarity between the keywords, ad copy and landing page.

Alternative calls to action are key because people are at different parts of the buying cycle.

Takeaways

This is a very Chris Goward like presentation. Things like clarity, and friction reduction and using your value proposition to power conversions are core principles for conversion rate optimization. Also, if you haven’t read Chris Goward’s book “You Should Test That” check it out.

Don’t ask for free quotes, people can tell that there is a sale coming.

Check out Yotta