landing pages for the real world, conversion conference, 2012
DESCRIPTION
This presentation will focus on techniques for making great landing pages that are ideal for small businesses or sole proprietors who simply can't afford A/B and multi variate testing. You'll learn how to use keywords effectively to decode user intent and then deliver a superior visitor experience without compromising search engine optimization.TRANSCRIPT
@JennyHalasz
Landing Pages for the Real World
Jenny Halasz President Archology, Inc.
@JennyHalasz
What is a Landing Page?
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• Considers users’ needs above all else
• Identify key functions to perform
• Design navigation according to needs
• Adhere to fundamentals of user behavior
• Test, Test, Test
Rules of Usability and LPO
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• F-Shaped Pattern
• Length of Content
• Speed of Page
• Sliders/Carousels
Statistical Principles
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F-Shaped Pattern
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Short and Sweet
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Make it Fast
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Stop Using Sliders and Carousels
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Stop Using Sliders and Carousels
• Too much information for the human brain
• Banner blindness
• Human eyes are drawn to motion
• They’re easy to mess up – common mistakes:
Rotate too fast/slow
No navigation (or too small)
No call to action
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• The Right Way to Do Keyword Research
• The Basic Buying Cycle
• Types of Queries
• Answering Implied or Expected Questions
Decode User Intent
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The Right Way to Do Keyword Research
• Minimize and separate jargon
• Differentiating factors
• Consider profit margins, seasonality, inventory…
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The Right Way to Do Keyword Research
• Meaning
• Patterns (size, color, type, locality)
• Questions and Linguistics
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The Buying Cycle
http://www.future-ink.com/blog/website-copywriting-to-increase-your-sales/
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Types of Queries
• Informational
Typically broad, short phrases where general response is sought
• Navigational
Specific websites or brands, concepts associated with a location
• Transactional
Intent to take action, often long phrases with verb use common.
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Answering Implied or Expected Questions
• Product/Service
How does it work?
How much does it cost?
What types are available?
• Brand/Name
What do others think? (reviews)
How does it compare? (competitors)
Where can I buy it? (location)
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• Eliminate Friction and Anxiety
• Reduce Unsupervised Thought
• Communicate Value Proposition
• Motivate to Purchase
Conversion Principles
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Friction
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Friction
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Friction
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Anxiety
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Anxiety
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Unsupervised Thought
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Supervised Thought
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Motivation
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Value Proposition
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Motivation
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Value Proposition
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Calls to Action
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Calls to Action
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• Consider statistics
• Use your instincts
• Ask your friends
• Test if you can
Additional Takeaways