The Anatomy of the Perfect Landing Page

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Landing pages, conversion optimization, scent and the holy trinity of conversion. Presentation by Bryan Eisenberg for Fusion Marketing Experience Antwerp. Blog post on http://www.contentmarketingexperience.com

Transcript

How to Find What to Optimize

1998 - 2011 BryanEisenberg.com & @TheGrok

Anatomy Of a Perfect Landing Page

Presented by

Bryan Eisenberg - @TheGrok

A Paint By Numbers Approach to Increasing Your Conversion Rate

1998 - 2011 BryanEisenberg.com & @TheGrok

Most websites dont have a TRAFFIC problem...

However, every website has a CONVERSION problem!

1998 - 2011 BryanEisenberg.com & @TheGrok

$56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. Source: 2010 ZenithOptimedia

1998 - 2011 BryanEisenberg.com & @TheGrok

Why Settle for a 3% Conversion Rate?

1. Schwans 41.7%2. ProFlowers 26.5%3. Vitacost.com 24.0%4. Woman Within 22.4%5. Blair 20.5%6. Lands' End 19.5%7. Doctors Foster and Smith 18.6%8. Office Depot 18.4%9. Roaman's 18.4%10. QVC 18.3%

1998 - 2011 BryanEisenberg.com & @TheGrok5

92:1

Companies typically spend $92 to bring customers

to their site.

But only $1 to convert them.

1999 - 2010 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary.39

1998 - 2011 Eisenberg Holdings, LLC & TheGrok

4 variables most strongly correlated with improved overall conversion

Perceived control over conversion rates

A structured approach to CRO

Having someone directly responsible for CRO

Incentivising staff based on conversion rates

1998 - 2011 Eisenberg Holdings, LLC & TheGrok

Methods currently used for improving conversion rates

1998 - 2011 Eisenberg Holdings, LLC & TheGrok

The Hard Work Pays Off Companies whose conversion rates have

improved over the previous 12 months are using on average 26% more methods to improve conversion than those companies whose conversion rates have not improved.

Companies whose conversion rates have improved are using on average 50% more ways to segment their visitors and customers than those companies whose conversion rates have not improved.

1998 - 2011 Eisenberg Holdings, LLC & TheGrok

WebsiteTestingTools.com

1998 - 2011 BryanEisenberg.com & @TheGrok

There is a Magic Formula

1998 - 2011 BryanEisenberg.com & @TheGrok

30 Key Optimization FactorsPlanningWIIFM: What's in it for me?Unique Value Proposition/Campaign PropositionThe Buying DecisionCategorization

StructureUsabilityLook and FeelSearchabilityLayout, Visual Clarity, and Eye TrackingPurchasingToolsError PreventionBrowser Compatibility

MomentumProduct PresentationLoad TimeAIDAS (Scent)Trust & CredibilityNavigation / User of LinksProduct Selection / CategorizationUp-sell / Cross-sellCalls to Action / formsPoint of Action Security & Privacy

CommunicationPersuasive CopywritingContent Headlines ReadabilityUse of Color and ImagesTerminology / Jargon"We-We" Test (Customer-Focused Language)Features like reviews

1998 - 2011 BryanEisenberg.com & @TheGrok

The Conversion Trinity1. Are you relevant to MY query?

2. Do I know WHY you are the right solution for me?

3. Is it obvious WHAT I need to do next?

Relevance Value Call to Ac/on

1998 - 2011 BryanEisenberg.com & @TheGrok

Landing Page Guidelines

1998 - 2011 BryanEisenberg.com & @TheGrok

Relevance

1998 - 2011 BryanEisenberg.com & @TheGrok

Google Explains Relevance "We provide strong SCENT so users don't lose time," he said. "We take the text from the page that is relevant to the query, and include it in the summary

Advertisers are coming to the realization that ads must have a scent that the user will likely find useful."

- Krishna Bharat, senior research scientist at Google

Relevance

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

Where is The Landing Page Opportunity?

1998 - 2011 BryanEisenberg.com & @TheGrok

Victorias Secret is Scent

1998 - 2011 BryanEisenberg.com & @TheGrok

What is the Scent Quality?BrandImageOfferCategoryProduct

1998 - 2011 BryanEisenberg.com & @TheGrok

Good Use of Scent

1998 - 2011 BryanEisenberg.com & @TheGrok

Even Better Use of ScentBrandImageOfferCategoryProduct

1998 - 2011 BryanEisenberg.com & @TheGrok

Scent Cues Include Trigger Words / Offers

Graphics

Color

Shape

Location

1998 - 2011 BryanEisenberg.com & @TheGrok

Geico Banner, Appeals to Who?

1998 - 2011 BryanEisenberg.com & @TheGrok

Landing Page Optimization Is Not Enough!

1998 - 2011 BryanEisenberg.com & @TheGrok

You Need to Look At All Customer Journeys & Processes

Average conversion improvement range 5%-20% (As high as 100%)

MESSAGE CONSISTENCY

1998 - 2011 BryanEisenberg.com & @TheGrok

Do You Think You Should Treat These The Same?

First Time Visitor vs Repeat Customer

West Coast vs East Coast

Local vs International

Early bird vs Lunchtime vs late night browsers

Technical feature creature vs. Price pouncer

Brand/Model Searchers vs. broad category searchers

Who Makes Up Your Segments?

1998 - 2011 BryanEisenberg.com & @TheGrok

DVD Players

Sony DVP-NS500V

Compare DVD Players

1998 - 2011 BryanEisenberg.com & @TheGrok

Personas Build Predictive Models

1. Simple Personas - include decision making styles, buying stages and some basic segmentation

2. Robust Personas - include Meyers-Briggs Type Indicator psychographic profiles, market research,

1998 - 2011 BryanEisenberg.com & @TheGrok

Eyetracking 4 Types: Jakob Nielsen

http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/

1998 - 2011 BryanEisenberg.com & @TheGrok

Competitive Patterned Behavior

1998 - 2011 BryanEisenberg.com & @TheGrok

Methodical Patterned Behavior

1998 - 2011 BryanEisenberg.com & @TheGrok

Spontaneous Patterned Behavior

1998 - 2011 BryanEisenberg.com & @TheGrok

Humanistic Patterned Behavior

1998 - 2011 BryanEisenberg.com & @TheGrok

A framework is only as good as what you do with it

1998 - 2011 BryanEisenberg.com & @TheGrok

Value

1998 - 2011 BryanEisenberg.com & @TheGrok

Call to Action

1998 - 2011 BryanEisenberg.com & @TheGrok

The Conversion Trinity In Action1. Are you relevant to MY query?

2. Do I know WHY you are the right solution for me?

3. Is it obvious WHAT I need to do next?

Relevance Value Call to Action

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

Boosted Sign-Ups by 52.8%

Relevance Value Call to Action

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

1998 - 2011 BryanEisenberg.com & @TheGrok

The Conversion Trinity1. Are you relevant to MY query?

2. Do I know WHY you are the right solution for me?

3. Is it obvious WHAT I need to do next?

Relevance Value Call to Action

1998 - 2011 BryanEisenberg.com & @TheGrok

Dont do Slice & Dice Optimization

1998 - 2011 BryanEisenberg.com & @TheGrok

Can You Spot The Differences?

1998 - 2011 BryanEisenberg.com & @TheGrok

They Test For Impact Not Variations

1998 - 2011 BryanEisenberg.com & @TheGrok

Opportunity Cost

1998 - 2011 BryanEisenberg.com & @TheGrok

Using Our Process

Spontaneous seek top sellers & new releases

Humanistics care about reviews

Methodicals find by genre

Competitives search by actor, title, etc.

1998 - 2011 BryanEisenberg.com & @TheGrok

$25M Opportunity Gain

I asked the Eisenbergs to do a study of our web site found something we had to fix immediatelyWe fixed it that night, and saw an immediate 5% lift in our sales.Bryan and Jeffrey Eisenberg are #1 in the online conversion game and there is no #2. - Patrick Byrne, CEO of Overstock.com

1998 - 2011 BryanEisenberg.com & @TheGrok

We can't solve problems by using the same kind of thinking we used when we created them. - Albert Einstein

Its Not About What but Why

Optimize All You Want

1998 - 2011 BryanEisenberg.com & @TheGrok

3 Types of Landing Pages

Take an Action

Fill Out a Form

Link to Information

1998 - 2011 BryanEisenberg.com & @TheGrok

Main Landing Page Sections Logo Headline

text graphical

Offer Descriptive copy

Bullet/block List of key features List of key benefits

Product/Service Presentation Product image Tours Screen shot