Landing page love...6 essential steps you need to know

Landing Page Love…What you need to Know

Presented by Chuck Bankoff

©2013 WSI. All rights reserved.

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• Q&A session at end

• Webinar is being recorded

About the Presenter: Chuck Bankoff

©2012 RAM. All rights reserved.

@kreativewebwrks

/in/chuckbankoff

chuckbankoff.com

PROFESSIONAL BACKGROUND

• MBA – Keller Graduate School of Management

• 14 years of Experience in the Digital Industry

• International Speaker & Author

• Trainer to Internet Consultants in over 8 Countries

CERTIFICATIONS & AWARDS

• Digital Marketing Certified (WSI)

• Advanced SEO (SEMPO Institute)

• Google Adwords Professional

• Local Search Specialists (ReachLocal Partner)

• AIM Certified (Advanced Internet Marketing – WSI)

• Best Website Award (WSI 2006)

• Top Website: People’s Choice Award (WSI 2012)

• eCommerce Strategies (USC Marshall School of Business)

What this Webinar will Cover

• Six steps of landing page design

• What elements should be on a landing page?

• Campaign Killers!

• The six types of Landing Pages

• Q&A

©2013 WSI. All rights reserved.

• Provide advanced digital marketing solutions

• Businesses of all sizes and industries

• World’s largest network of Internet Consultants

• Service more than 80 countries internationally

• Industry winning solutions

• Corporate head office in Toronto, Canada

Six Steps of Landing Page Design

• Transactions

• Lead Generation

• Branding/Education

• Relationship Building

• Membership Registration

• Viral Marketing

Step 1: Define Success

• It’s NOT about YOU!

• Create a customer profile

• May have multiple profiles

• Prioritize customer profiles

• Don’t try to appeal too broadly

Step 2: Define your Customer

• Unique Landing Page URL?

• Personal URL (PURL)?

• Multiple Vanity URLs?

• Easy to remember?

• Easy to spell?

Step 3: Selecting Domains

• List all the page elements

• Create a layout sketch

• Wireframe before Copy

• Consider size & placement

• Consider the fold

Step 4: Wireframe

Headlines: Should refer to the place the visitor just came from Call to action: Test matching this with the headline Body copy: Only 20% of visitors will actually read this… still has to be good.

Step 5: Copywriting

• Set up a schedule • Don’t test everything at once • Match your original goals?

Step 6: Testing, Tracking & Tweaking


What to Track?

What to Track

• Traffic

• Keywords traffic

• Bounce Rate

• Conversion Rate

• Time of day / Day of week?

• Message

• Graphics / Headline

• Add that drove the traffic in the first place

• Keywords driving traffic

• Incentives

• Calls-to-action

Comparing two versions of the landing page under controlled circumstances to see which one is more effective.

What elements should be on a Landing Page?

What elements should be on a Landing Page?

Logo

Hero Shot, which may be clickable

Conversion button or link

Headline

Quick offer explanation

Longer product or Service explanation

Links to more information

Deadlines

As many as necessary… no more no less….

Forms with descriptive tags

Descriptive tagline

Security and trust icons

Testimonials

Technical specifications

Guarantees

Rich media

Copyright /Legal (at bottom)

Anatomy of a Landing Page


Wireframe: Anatomy of a Landing Page

19

Can’t miss the phone number

Minimal Escape Routs

Only bare minimum fields are required

“Red” button emphasizes value (not “Submit”)

Positioning

Simple Picture, Simple Message

Pain Points… Headline intensive

Testimonials “Real People”

Campaign Killers!

Too much text (some exceptions)

Error pages, broken links and anything that does not work.

Required fields (especially personal info & telephone numbers)

Reset buttons

No email privacy information next to the email form

Lack of communication choices

Inadequate shipping & pricing information

Too many links leading to too many destinations

Multi-line text of any size is very hard to read because the human eye looks for the

beginning of a line over to the left and we expect it to be in the same place ever time. If

it isn't we have to adjust

Sample #1: Multi-line headline with each line centered

Common online Type Design Mistakes:

Typeface Fonts

The average person over the age of 40 will not have an easy time reading this. This is one of the most popular font/size combinations online. Higher rez monitors can make the font look even smaller.

Sample #2: 9 Point or Smaller Verdana in Gray:


Typeface Fonts

Using a liquid design instead of a static design makes it harder for you to maintain control of the appearance of your page. On higher screen resolutions the column will expand (and get shorter). Is it any wonder that newspaper and magazines use narrow columns?

Sample #3: Column wider than 65 characters across:


Typeface Fonts

Perhaps art directors like white copy on black back-grounds because they never actually read the copy so they don’t expect any one else to. Sometimes it might look cool…but it still doesn’t convert well.

Sample #4: White body copy on black background:


Typeface Fonts

The average person over the age of 40 will not have

an easy time reading this. This is one of the most

popular font/size combinations online. Higher rez

monitors can make the font look even smaller.

Sample #5: Bold is for Verbal Emphasis (Not Readability):


Typeface Fonts

He is going to speak to the Elite Coaching clients and give an introduction to the movement of spinal corrective care in the profession and CBP. This is a phenomenal opportunity to hear one of the professions foremost leaders fighting for you in the political and insurance arenas. It is because of efforts of dedicated individuals like Dr. Deed that gives us the opportunities we have in practice. Please come to the New Orleans seminar early on Friday and give Dr. Deed Harrison the respect he deserves.

Sample #6: Paragraphs longer than 4 ½ Lines:


Typeface Fonts


Some common mistakes that designers make when writing text include Multi-line headline with each line centered, 9 Point of Smaller Verdana in Gray, Column wider than 65 characters across, White body copy on black background, Bold for Verbal Emphasis (Not Readability), and Paragraphs longer than 4 ½ Lines

Sample #7: Pros that should be a Bullet List:

Some common mistakes that designers make when writing text include: Multi-line headline with each line centered 9 Point of Smaller Verdana in Gray Columns wider than 65 characters across White body copy on black background Bold for Verbal Emphasis (Not Readability) Paragraphs longer than 4 ½ Lines

-OR-

Typeface Fonts

Types of Landing Pages

• Squeeze Pages

• Homepage

• Infomercial Landing Pages

• Viral Landing Pages

• Microsites

• Product Specific Landing Pages

Squeeze Pages

The objective of a “squeeze” page is to capture the contact information of the visitor to harvest the lead at a later time or as part of a scheduled lead nurturing strategy.

What is a Squeeze Page?

Squeeze Pages


Like a Sales Letter or late night Infomercial production, the objective is to make your case (in long form) as to why the viewer can’t live without your product of service.

What is an Infomercial Landing Page?

A well designed infomercial landing page is so engaging that you find yourself past the point of no return. The consumer eventually invests so much effort into following the narrative that they are on pins and needles just waiting for the offer.

Infomercial Landing Pages

Viral Landing Pages

The goal extends past merely converting your visitors into customers, but to enlist them to tell their friends as well.

Let someone else do the work

Example: Viral Landing Page Viral Landing Pages

This is essentially a mini website with its own URL and custom design. They are typically focused on a single product (or product line).

Less website…more focus

Microsites

Microsites Essentially a mini website with its own URL and custom design.

Typically focused on a single product or product line.

Often the destination of choice for larger investments like paid advertising.

Product Specific Landing Pages

Typically just an existing page on your website that contains all the information on a specific product or service.

One Product… One Message


Product Specific Clear imagery showing that the software can run on desktop and mobile

Clear call to action with supporting statements to aid conversion

Clear typography that highlights the key benefits and two testimonials

Home Page as a Landing Page Generally it has the lowest conversion rate because of excessive distractions and lack of focus. Can be effective with well designed navigation.

Home Page…The lazy man’s Landing Page

Home Page as a Landing Page

Key Take-aways

• Apply the right Landing Page Style for the job.

• Apply the appropriate LP elements for the job.

• Sketch-out (wireframe) your design first and then back-fill the content.

• Track - Test -Tweak

Detailed techniques on my SlideShare channel:

http://slidesha.re/XMp24j

SHARON HERRNSTEIN, BA , MBA

P RO F E S S I O NA L B A C K G RO U ND

20 year history of corporate sales and marketing

• Over 200 international business cases analyzed- focus on strategic planning and profitability

B U S I NE S S A C HI E VE ME NT S /A W A RD S

• Presidents Club Winner, multiple sales awards

P A S T I ND U S T RI E S

• Telecom , Advertising and Publishing

@WSI_Sharon_Herr

/Sharon Herrnstein

/WSI_Sharon_Herr

IF YOU ARE IN THE TORONTO, ONTARIO AREA, PLEASE CONTACT 416-564-1863:

Landing page love...6 essential steps you need to know

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