Chicago | November 12–16

Mastering the 4 Crucial Ingredients

Of Successful Landing

Pages

Brian LewisCEO Solutions-insight Interactive

Chicago | November 12–16, 2012 | #SESCHI

Chicago | November 12–16, 2012 | #SESCHI

Chicago | November 12–16, 2012 | #SESCHI

Finding The Perfect Match

Aesthetics

Marketing

Context

Usability

@ImAnonymous

Chicago | November 12–16, 2012 | #SESCHI

Aesthetics

@ImAnonymous

Chicago | November 12–16, 2012 | #SESCHI

Page Architecture

Chicago | November 12–16, 2012 | #SESCHI

Colors & Contrast

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Chicago | November 12–16, 2012 | #SESCHI

Image Quality

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Chicago | November 12–16, 2012 | #SESCHI

Font Treatments

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Chicago | November 12–16, 2012 | #SESCHI

Usability

Chicago | November 12–16, 2012 | #SESCHI

Information Architecture & Navigation

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Chicago | November 12–16, 2012 | #SESCHI

Links & Buttons

This is a link

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Chicago | November 12–16, 2012 | #SESCHI

Links & Buttons – Being Purposely Inconsistent

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This is a link

This is NOT a link

This is a link

Chicago | November 12–16, 2012 | #SESCHI

Links & Buttons

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Chicago | November 12–16, 2012 | #SESCHI

Readability

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Chicago | November 12–16, 2012 | #SESCHI

Distractions

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Visual Bullying

Chicago | November 12–16, 2012 | #SESCHI

Marketing

Our ability to persuade is based on how well we appeal to our audience in the following areas:Ethos, Pathos & Logos

- Aristotle 300 BC

Chicago | November 12–16, 2012 | #SESCHI

Trust & Credibility

4 Categories of Trust

• Perceived trust

• Visual trust

• Industry trust

• Social trust

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Chicago | November 12–16, 2012 | #SESCHI

Appeal Hierarchy

Feature – A financial budgeting tool that’s remarkably easy to use

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Advantage – Save money by quickly creating family budgets

Benefit – Peace of Mind that comes with Greater Financial Control

Chicago | November 12–16, 2012 | #SESCHI

Offer Clarity

• Consistent Headline, Call-to-action and Button text

• Prominently display shipping options/policies, return policies

• What happens when I click button?

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Chicago | November 12–16, 2012 | #SESCHI

Context

Chicago | November 12–16, 2012 | #SESCHI

Represent an important or common task that your visitors will be trying to accomplish

Roles of your visitors

Tasks or goals of your visitors

Use Cases

Chicago | November 12–16, 2012 | #SESCHI

Use Cases

Chicago | November 12–16, 2012 | #SESCHI

Aesthetics Usability Marketing ContextAesthetics Usability Marketing Context

Chicago | November 12–16, 2012 | #SESCHI

Usability Marketing ContextAesthetics

Chicago | November 12–16, 2012 | #SESCHI

Usability

Marketing

Context

Aesthetics

Chicago | November 12–16, 2012 | #SESCHI

Usability Marketing ContextAesthetics

Chicago | November 12–16, 2012 | #SESCHI

Your Assignment

Grade your web pages for:

• Aesthetics – Visual load

• Usability – Cognitive load

• Marketing - Ethos, Pathos & Logos

• Context – Use cases

@ImAnonymous

Chicago | November 12–16

Mastering the 4 Crucial Ingredients

Of Successful Landing

Pages

Brian LewisSolutions-insight InteractiveCEOSolutions-insight.comblewis@solutions-insight.com