Conversion Day 2014 presentation: Landing page optimization
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Transcript of Conversion Day 2014 presentation: Landing page optimization
Peter CoopmansLead Conversion Optimization Consultant
Landing page optimizationUsing the LIFT model to optimize landing pages
Do you know what a perfect landing looks like?Let’s do a little test...
Do you know what a perfect landing page looks like?Which landing page converts the best?
A B
Do you know what a perfect landing page looks like?Landing page A
Do you know what a perfect landing page looks like?Landing page B
Do you know what a perfect landing page looks like?Which landing page converts the best?
CR 5,28%CR 3,47%
A B
Stop guessingOptimize a landing page from the perspective
of a user
Optimize a landing page from the perspective of a userthe LIFT modelThe LIFT Model provides a conversion optimization framework showing the Six Conversion Factors that allow you to evaluate/create landing pages from the perspective of the page visitor.
Source: Widerfunnel.com
Optimize a landing page from the perspective of a userthe LIFT modelThe model shows that the vehicle that provides the potential for the Conversion Rate is the (Unique) Value Proposition, making it the most important of the six conversion factors. The other five factors are either conversion drivers or inhibitors.
Source: Widerfunnel.com
Optimize a landing page from the perspective of a userthe LIFT modelThe conversion drivers are:1. Relevance
Does the landing page relate to what the visitor thought they were going to see?2. Clarity
Does the landing page clearly articulate the value proposition and call-to-action?3. Urgency
Is there an indication that the action needs to be taken now?
Optimize a landing page from the perspective of a userUnique Value Proposition: an example
UVP: Current title doesn’t contain an UVP
Optimize a landing page from the perspective of a userClarity: an example
Clarity: The difference between both products is unclear
Clarity: The main CTA is unclear
Optimize a landing page from the perspective of a userRelevance: an example
Relevance: This product is « recommended »
Optimize a landing page from the perspective of a userRelevance: an example
Relevance: On the corresponding detail page, the product is no longer « recommended »
Optimize a landing page from the perspective of a userUrgency: an example
Urgency: there is no urgency to check out
Optimize a landing page from the perspective of a userthe LIFT modelThe conversion inhibitors are:5. Anxiety
What are potential misgivings the visitor could have about undertaking the conversion action?6. Distraction
Are there items on the page that could divert the visitor away the from the goal?
Optimize a landing page from the perspective of a userDistraction: an example
Distraction: there are too many exit points
Optimize a landing page from the perspective of a userAnxiety: an example
Anxiety: no mentioning of free shipping or returns
Eyetracking studies by Jacob Nielsen have shown that: "Web users spend 69% of their time viewing the left half of the page and 30% viewing the right half.”
Optimize a landing page from the perspective of a userPlace the most important content & CTA in the hottest vertical attention zone
You can download the grid at: conversionvoodoo.com
Use the grid at the left to determinethe most efficient placement of theUVP, the USP’s and the secondary CTA buttons
How can you use this to optimize your page layout?
Putting it all togetherAnalysis & optimization of the Beursloper.be
landing page
Putting it all togetherBeursloper.be: before
Clarity: the CTA is too small and the label is too generic
Clarity: the USP’s are not very scanable
Anxiety: there are no testimonials on the page
UVP: Current title doesn’t contain an UVP
Urgency: there is no sense of urgency
Anxiety: Guarantee marker is too far away from the CTA
Clarity: Product is not visualized
Putting it all togetherBeursloper.be: optimized
UVP: title is replaced by one with UVP
Clarity: USP’s are more compact & scanable
Anxiety: testimonial is used as point of action assurance
Anxiety: Guarantee text is used as point of action assurance
Anxiety: Guarantee marker is placed next to the CTA
Urgency: Sense of urgency is added
Clarity: Product is visualizedClarity: CTA bigger + clearer label
Putting it all togetherBeursloper.be: results
+ 103%
So what did you learn today?Let’s do another little test...
So what did you learn today?Which landing page converts the best?
A B
Key take aways
Key take aways
1. Never interrupt the scent trail2. Spend 50% of your time writing your UVP3. Make your page scanable4. One CTA per page5. Put the key content + the main CTA in the
HVAZ6. Test7. … TEST!!!
Thank you for your attention