Smart & Hard work by Florita Pinto
July 26, 2011
2 Confidential Position www.position2.com
1
July 26, 2011
2 Confidential Position www.position2.com
2
An active webpage where customers will 'land' when they click your ad. The web address for this page is often called a 'destination URL' or click through URL. (courtesy Google ad words)
- is a single web page that appears in response to clicking on an advertisement.
July 26, 2011
2 Confidential Position www.position2.com
3
Which one??
July 26, 2011
2 Confidential Position www.position2.com
4
•
What does a USER want from your PAGE?
•
Is your LP a Wagon Wheel or a Scary Ghost? ( Boooo!!)
•
What should your Landing Page do?
(Exact info!)
(Sell your Product!!)
GOAL •
July 26, 2011
Convert site visitor into sale/lead.
2 Confidential Position www.position2.com
5
Landing Page Structure
Headline that addresses a problem
Outline main benefits July 26, 2011
Facts over Fiction
Subhead that makes a promise
Reinforce credibility
Clear Call to Action 2 Confidential Position www.position2.com
6
HEADLINE( Core keyword with /without image)
BODY COPY(Related to your headline) FORM FILLS(Name,email,etc)
TESTIMONIALS
July 26, 2011
CTA
2 Confidential Position www.position2.com
7
Headline
Body Form Fills
CTA
Testimonial
July 26, 2011
2 Confidential Position www.position2.com
8
Headline for the tab
Tabs
Form Fills
CTA
July 26, 2011
2 Confidential Position www.position2.com
9
1. Relevant and original content
• What is the purpose of your site? (It should be clear to users) • Is your content copied from other sites? (It shouldn't be!) • Why would a user visit your page over a similar site? (Your site should offer value for users) • What other additional products, features, or reviews can you offer?
July 26, 2011
2 Confidential Position www.position2.com
10
2. Transparency
•
Can the user easily learn more about your business (i.e. about us, company
•
info, contact info).
How does your site interact with a visitor's computer? (it shouldn't download malware or collect sensitive information without a user's permission).
•
Can users tell what they're getting (or giving you) when they click a download button or fill out a form?
•
Is it clear to site visitors how you will use their personal information?
July 26, 2011
2 Confidential Position www.position2.com
11
3.Navigability
• If your page is conversion-focused, can the user easily access additional information to learn more or answer questions? • Is it simple for the user to move around the site, and reach destination content within a few clicks?
Just Remember the KISS principle (Not too hard!!)
July 26, 2011
2 Confidential Position www.position2.com
12
•
Your landing page is the most likely funnel point to produce a conversion lift on your campaigns
•
Here are some reasons why using landing pages to engage your paid search traffic will increase conversions:
Message Match Subject Focus
Storytelling
Experimentation
July 26, 2011
2 Confidential Position www.position2.com
13
•
Customer will typically spend 5 seconds on your page before deciding whether to stick around or not.
•
By providing a very clear headline on your page that strongly matches your ad message you give people a sense of positive reinforcement – that they made a “good click”.
July 26, 2011
2 Confidential Position www.position2.com
14
•
Your homepage probably communicates multiple messages, or shows multiple products.
•
If you count the links on your homepage you might count 20-75 interaction points – this is focus dilution.
•
A correctly designed landing page should have only one.
LP- Storytelling •
Effective salespeople are good storytellers.
•
Effective landing pages take an idea (the ad) and expand it into a clear and powerful motivational story.
•
This is done through the implementation of persuasion design techniques.
July 26, 2011
2 Confidential Position www.position2.com
15
•
Conversion isn’t about standards or best practices, it’s about experimentation and creativity.
•
A landing page can use content in ways that breaks the structure or rules of your website (while still staying on brand).
•
You can test many variations of message and layout by using standalone landing
page without redesigning your website or seeking the consent of multiple departments.
July 26, 2011
2 Confidential Position www.position2.com
16
•
Landing pages simplify and improve the PPC conversion.
•
They do this by enabling more focused messaging which boosts your quality score and reduces your cost-per-click.
•
At the same time they reduce the post ad-click bounce rate which improves conversions.
July 26, 2011
2 Confidential Position www.position2.com
17