Landing Page Optimization

Week 4

Week 2: Review

• Factors That Affect Conversion• Testing Concepts • Forming Testing Goals (Tips)• Designing Your Test• The Hierarchy of Optimization• More Testing Strategies

Week 3: You’ll Learn

• Landing Page Optimization• 3 Types of Landing Pages• 9 Main Landing Page Elements• The Art of Pre-selling• 5 Dimensions • FUDs • Landing Page: Case Study• Action Plan

CRO is All About…

• Understanding what motivates people • It’s about WHY, not WHAT. • What’s holding them back from taking the

desired action?• Understand what elements drive people to

make decisions

What’s a Landing Page?

“The specific webpage a user is sent to when they click on a link” - thehoneypotbook.com

“The first page that a visitor lands on as a result of a traffic acquisition activity. It can be a stand-alone page, a page of a microsite, or a page on the company's main website.” - guidetowebanalytics.com

Traffic Sources

• Search Engine• Banner Ad• Email shot• PPC ad• Social Media• Offline ads

Begin With the End in Mind

Ask:

“What is the Purpose of your landing page?”

“Which pages of your site are absolutely crucial?”

Before You Optimize…

• Browser compatible • Mobile compatible• Popular resolutions• What falls behind or above the fold • If there are more info below the fold, is it

obvious? (does it make viewers scroll)

Apply the Conversion Trinity

$$

Relevance

Value

CTA

3 TYPES OF LANDING PAGES

#1. Sales Page

#2. Lead Generation Page

#3. More Info Page

The Art of the Pre-sell

Example of Pre-selling

Blog Article

Webinar

Landing Page

9 Main Landing Page Sections

1. Logo 2. Headline3. Offer4. Descriptive Copy 5. Product/Service Presentation6. Calls to Action7. Confidence Building8. Links to More Info9. Template Elements

5 Dimensions

1. Relevance2. Quality 3. Layout / location4. Proximity 5. Prominence

Source: Market Motive

Relevance: Grab Attention

• Test how you reinforce scent • Test engaging People’s senses in your

Headlines • Test making a claim by using a remarkable

example • Test the formatting of your headlines • Test writing your headlines as a before & after

claim

Location/Layout

Proximity

Prominence

FUDs

What They Are Thinking

• What if I don’t?• Will this service give me the results I am

looking for?• Is this worth the investment?• Is my information safe?

Perceived Risks

• Price• Anxiety • Confidence

How To Deal with FUDs

• Investigate• Give more Information (e.g., Buyer’s Guide)• Give Valuable Info (e.g, Comparison Table)• Make an Irresistible Offer • Provide Warranties/ Guarantees• Get out of your Perspective • Offer Incentives!

Incentives

• Lower prices and greater savings• Freebies• Buy one, get one free opportunities• Product bundling• Bonuses

CASE STUDY

Action Plan

• Apply the Conversion Trinity to 2 of your Landing Pages

• Add missing elements to your Landing page (if applicable)

• Use the 5 Dimensions to improve each element in your landing page

• List ways to mitigate FUDs