lander academy: dustin spark's worst landing page mistakes

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Worst Landing Page mistakes:Most Common vs. Most Costly

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"Why am I here?"

● Your Landing Pages are not healthy - and not converting well.

"Why am I here?"

● Your Landing Pages are not healthy - and not converting well.

● You are responsible for the Landing pages for your company - and you need to look like a hero for getting the most out of them.

"Why am I here?"

● Your Landing Pages are not healthy - and not converting well.

● You are responsible for the Landing pages for your company - and you need to look like a hero for getting the most out of them.

● You have read more "Common Mistakes..." than you can count.

"Why am I here?"

● Your Landing Pages are not healthy - and not converting well.

● You are responsible for the Landing pages for your company - and you need to look like a hero for getting the most out of them.

● You have read more "Common Mistakes..." than you can count.

● You are waiting for someone to tell you what to do.

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Dustin Sparks

Costly vs. Common Mistakes

● There are plenty of lists - and these are fine - some are actually very good. But this is to get down to REAL things you need to be doing.

Costly vs. Common Mistakes

● There are plenty of lists - and these are fine - some are actually very good. But this is to get down to REAL things you need to be doing.

● If it is common it is not knowledge and if it is really knowledge - it is not common.

Costly vs. Common Mistakes

● There are plenty of lists - and these are fine - some are actually very good. But this is to get down to REAL things you need to be doing.

● If it is common it is not knowledge and if it is really knowledge - it is not common.

● I want to focus on the mistakes that are costing you lost $$ and lost opportunity.

Mistake #1.Speaking to all visitors the same.

Mistake #1.

a. Top of the Funneli. Not sure how they got hereii. Respond well to "lists" "Did you know.."

Speaking to all visitors the same.

Mistake #1.

a. Top of the Funneli. Not sure how they got hereii. Respond well to "lists" "Did you know.."

b. Middle of the Funneli. Read the lists, have heard of youii. "Follow you" on Social, or Googled you

Speaking to all visitors the same.

Mistake #1.

a. Top of the Funneli. Not sure how they got hereii. Respond well to "lists" "Did you know.."

b. Middle of the Funneli. Read the lists, have heard of youii. "Follow you" on Social, or Googled you

c. Bottom of the Funneli. Ready to buyii. Ready to talk to someone

Speaking to all visitors the same.

Mistake #1.

a. Top of the Funneli. Not sure how they got hereii. Respond well to "lists" "Did you know.."

b. Middle of the Funneli. Read the lists, have heard of youii. "Follow you" on Social, or Googled you

c. Bottom of the Funneli. Ready to buyii. Ready to talk to someone

d. Conversion!

Speaking to all visitors the same.

Mistake #2.

Not A/B Testing. Or, not comparing 2 pages to find which one performs better. Plain and simple.

Mistake #2.

Not A/B Testing. Or, not comparing 2 pages to find which one performs better. Plain and simple.

1. Define the control baseline (A) to help measure the difference or impact.

2. Create the "variation" (B) or the alternate version.

3. Versions "A" and "B" are simultaneously tested to measure which version is more successful.

4. Evaluate results, tune and adjust accordingly. Setup the next test. Repeat

Mistake #2.

Not A/B Testing. Or, not comparing 2 pages to find which one performs better. Plain and simple.

Mistake #2.

Not A/B Testing. Or, not comparing 2 pages to find which one performs better. Plain and simple.

"How long do I run an A/B test?"

Mistake #2.

"How long do I run an A/B test?"

Every business is different - Try for a minimum of 100 conversions. If it takes you 'forever' to get 100 conversions - consider reviewing the results in a month.

The MORE visitors you have the LESS time you have to run your A/B tests.

If you have a page that is converting at 5% and you want to

increase your conversions to 10%, and you run a SINGLE

A/B test with 100 visitors a day you will need to run your

test for approx 338 days.

If you have a page that is converting at 5% and you want to

increase your conversions to 10%, and you run a SINGLE

A/B test with 100 visitors a day you will need to run your

test for approx 338 days.

BUT if you increase the visitors from 100 to 1000 visitors a

day (thru Pay Per Click or other means), you only have to

run the test for 34 days!!

Mistake #2.

Not A/B Testing. Or, not comparing 2 pages to find which one performs better. Plain and simple.

"How long do I run an A/B test?"

"How to I interpret the test results?"

Mistake #2.

"How to I interpret the test results?"

● Don't look at JUST sales.● Define success metrics.● Review all areas of improvement.

a. Click through ratesb. Conversionsc. Bounce ratesd. Pageviews

Mistake #3.

Not Getting These Essential Best Practice Tactics on your Landing Page.

a. "Drop the navigation"

Good Examples.

Good Examples.

Bad Examples.

Bad Examples. (and this is a conversion company?!)

Mistake #3.

Not Getting These Essential Best Practice Tactics on your Landing Page.

a. "Drop the navigation"b. "Big, fat headline" (your value proposition)

Mistake #3.

Not Getting These Essential Best Practice Tactics on your Landing Page.

a. "Drop the navigation"b. "Big, fat headline" (your value proposition)c. Key benefits

Mistake #3.

Not Getting These Essential Best Practice Tactics on your Landing Page.

a. "Drop the navigation"b. "Big, fat headline" (your value proposition)c. Key benefitsd. Clear call to action

Compare this button

To this button

Mistake #3.

Not Getting These Essential Best Practice Tactics on your Landing Page.

a. "Drop the navigation"b. "Big, fat headline" (your value proposition)c. Key benefitsd. Clear call to actione. Supporting imagery

Mistake #3.

Not Getting These Essential Best Practice Tactics on your Landing Page.

a. "Drop the navigation"b. "Big, fat headline" (your value proposition)c. Key benefitsd. Clear call to actione. Supporting imageryf. Video Asset if available *Note

i. If you push a video (or any message) at a potential customer that the customer has NOT requested will FAIL as a tactic in gaining new customers, and by extension your revenue will be affected.

Mistake #3.

Not Getting These Essential Best Practice Tactics on your Landing Page.

a. "Drop the navigation"b. "Big, fat headline" (your value proposition)c. Key benefitsd. Clear call to actione. Supporting imageryf. Video Asset if available

g. Ratings (Crucial)

RatingsPeople are not only more likely to buy a 5-STAR item over a 4-Star item, they are more likely to PAY MORE for the 5-STAR item.

Visitors who browse “Top Rated Products”, which feature products rated most highly by customers, had a 59% higher conversion rate than the site average and spent 16% more per order than other browsers of products. (Bass Pro Shops).

Mistake #3.

Not Getting These Essential Best Practice Tactics on your Landing Page.

a. "Drop the navigation"b. "Big, fat headline" (your value proposition)c. Key benefitsd. Clear call to actione. Supporting imageryf. Video Asset if available

g. Ratings (Crucial)h. Reviews (Crucial)

Reviews63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews. (Major consumer electronics retailer/iPerceptions study).

Compared to a base group that didn’t read or contribute product reviews at all, people who read a review were 30% more likely to purchase a product and visitors who wrote a review were 80% more likely to convert, based on analysis across several Coremetrics clients. (Coremetrics, reported in BtoB).

Mistake #4.

Not using a customized "Thank You" page.

Mistake #4.

Not using a customized "Thank You" page.

Tell the lead/customer what to do next, what to expect.

Mistake #4.

Not using a customized "Thank You" page.

Tell the lead/customer what to do next, what to expect.

Encourage them to "Connect" or "Follow You".

Mistake #5.

Not turning on the "traffic faucet."

Mistake #5.

Not turning on the "traffic faucet."

You can optimize and plan but it is not a "PARTY" until the guests arrive.

Mistake #5.

Not turning on the "traffic faucet."

You can optimize and plan but it is not a "PARTY" until the guests arrive.

PPC is the fastest want to get this traffic.

Mistake #5.

Not turning on the "traffic faucet."

You can optimize and plan but it is not a "PARTY" until the guests arrive.

PPC is the fastest way to get this traffic.

Make ad budget decisions. Keep in mind that if you spend a tiny amount on advertising, expect your results to reflect your investment.

Mistake #5.Not turning on the "traffic faucet."

You can optimize and plan but it is not a "PARTY" until the guests arrive.

PPC is the fastest want to get this traffic.

Make ad budget decisions. Keep in mind that if you spend a tiny amount on advertising, expect your results to reflect your investment.

Google Ads and Facebook Ads are great and have plenty of resources available & allow for excellent segmentation.

Mistake #5.Not turning on the "traffic faucet."

You can optimize and plan but it is not a "PARTY" until the guests arrive.

PPC is the fastest want to get this traffic.

Make ad budget decisions. Keep in mind that if you spend a tiny amount on advertising, expect your results to reflect your investment.

Google Ads and Facebook Ads are great and have plenty of resources available & allow for excellent segmentation.

You want to have it recurring, controllable, and stable so you can repeat it.

Mistake #6.

Not turning on the "Closing the loop".

Mistake #6.

Not turning on the "Closing the loop".● Messaging in place for the right "Funnel Parts"● A/B Test in place.● Essential Best Practice Tactics in place● Great thank you page● Recurring, controllable, and stable) traffic in place.

But what are you doing with the visitors?

You need an email service provider (ESP) like Aweber, Mailchimp, Infusionsoft to "close the loop".

Recap.1. Mistake #1 - Speaking to all visitors the same.

2. Mistake #2 - Not A/B Testing

3. Mistake #3 - Not Getting These Essential Best Practice Tactics on

your Landing Page.

4. Mistake #4 - Not using a customized "Thank You" page.

5. Mistake #5 - Not turning on the "traffic faucet."

6. Mistake #6 - Not closing the loop.

Get your pages and assets ready, then get your A/B Pages and in place - and get to testing & converting!

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Download these 6 tactics in this presentation.

(I have over 100 more tacticsif you are ever interested - email me.)

http://tsseffect.com/landerapp

[BONUS]Social & Mobile

Bonus. "Free Shipping" SpikesFrom - http://google.com/trends

Mistake #.

Not putting enough emphasis on Mobile.

Mistake #.

Not putting enough emphasis on Mobile.

Consider a responsive theme so you don't have to manage 2 or more versions of the SAME page.

Mistake #.

Not putting enough emphasis on Mobile.

Consider a responsive theme so you don't have to manage 2 or more versions of the SAME page.

Make sure the CTA is front and center, and if a call is your goal - make sure the phone # is front and center

Mistake #.

Not putting enough emphasis on Mobile.

Mistake #.

Not getting your Social Media integrated correctly.

Mistake #.

Not getting your Social Media integrated correctly.

Adding Social Media images "Chicklets" is not Social Media integrated correctly.

Twitter example.

LinkedIn example.

Facebook example.