landing page101
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Landing Page Design101
Saturday, September 21, 13
What’s&the&Point?&
• Controlled&experiment&(MVP)&
• Get&people&to&convert&on&a&single,&specific&value&proposiDon.&
• Split&test&and&iterate&rapidly.&
Saturday, September 21, 13
The Buyer Persona
Who you are selling to?
Saturday, September 21, 13
• Did&I&land&in&the&correct&place?&• Is&This&What&I&Expected?&• Do&I&Trust&This&Site?&• How&Long&Will&This&Take?&• What&Should&I&Do&Next?&• Where&Should&I&Go&Next?&• Should&I&Click&the&Back&BuUon?&
Empathize&
Saturday, September 21, 13
&&&&
Large&Graphic&&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
Simplified&Layout&
!&"&
#&$&
Saturday, September 21, 13
SaDsfies&the&“itch”&of&the&person&in&search&for&a&specific&soluDon&to&their&problem.&First&thing&read.&
&&&&
Large&Graphic&&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
Headline&
Saturday, September 21, 13
“Big&Picture&Hypothesis”&&
a.k.a.&&
SoluDon&Hypothesis&&
a.k.a.&&
Value&ProposiDon&
Saturday, September 21, 13
&&&&
Large&Graphic&&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
How&does&your&product&or&service&benefit&the&customer?&
Write&out&bullet&points.&&
Key&Benefits&
Saturday, September 21, 13
&&&&
Large&Graphic&&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
Image&highlights&product&and&conveys&happy&user&experience.&
Hero&Shot&
Saturday, September 21, 13
&&&&
Large&Graphic&&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
TesDmonials&help&to&establish&credibility&and&trust.&
Social&Proof&
Saturday, September 21, 13
&&&&
Large&Graphic&&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
Solicit&one&clear&acDon&that&tests&your&Riskiest&Assump4on.&
CallJtoJAcDon&
Saturday, September 21, 13
Don’t&Blow&It&
• The&Headline&is&Everything&and&will&Probably&Have&the&Biggest&Impact&on&Conversions&
• A/B&Split&Test&the&Headline&&
Saturday, September 21, 13
Experiment&1:&3%&&&%&&Experiment&2:&3.2%&&&&&✗&&Experiment&1:&3%&&&%&&Experiment&2:&6%&&&&&&&&✓&
Gauge&ProducDvity&
Saturday, September 21, 13
Example&Split&Test&
“Developers&Save&Time&and&Money&with&Our&Leading&ApplicaDon&Monitoring&SoYware”&&“Our&ApplicaDon&Monitoring&SoYware&Helps&Developers&Fix&Code&Bugs&Faster,&Improving&the&BoUom&Line”&
Saturday, September 21, 13
Saturday, September 21, 13
Saturday, September 21, 13
Don’t&Blow&It&
• Don’t&be&lazy&about&the&page&design.&Polish&=&Credibility.&
• Keep©&clear&&&concise,&using&bullet&points&
Saturday, September 21, 13
Saturday, September 21, 13
Don’t&Blow&It&
• If&collecDng&email&addresses,&must&include&a&privacy&statement.&
• “Your&privacy&is&important&to&us.&We&will&never&share&your&email&address&with&third&parDes.”&
Saturday, September 21, 13
Saturday, September 21, 13
Primary&Traffic&Sources&
• SEM&–&Adwords,&Bing,&Yahoo&• Email&blasts&(remember%to%collect!)&• Facebook&posts&/&ads&• TwiUer&posts&/&ads&• Google+&posts&• Quora&/&Yahoo&Answers&• Surveys&with&CTA&• Live&Interviews&
Saturday, September 21, 13
AddiDonal&Traffic&Sources&
• Craigslist&Ads&• Youtube&/&Vimeo&• Flickr&/&Pinterest&• Slideshare&/&Scribd&• Blog&comments&• Forum&comments&• Paper&fliers,&posters,&biz&cards&
Saturday, September 21, 13
Basics&of&Landing&Page&Design&&
Saturday, September 21, 13
Basics&of&Landing&Page&Design&&
Saturday, September 21, 13
Basics&of&Landing&Page&Design&&
Saturday, September 21, 13
Basics&of&Landing&Page&Design&&
Saturday, September 21, 13
Saturday, September 21, 13
Questions?
Tweet @uxceo
Saturday, September 21, 13