Chapter 1: Basic fundamentals
Sticking to the basic principles can take you having a terrible landing page to having one men and women ﬁnd hard to poke holes in. Apply them vigorously as you get started, then raise your pages by digging into other locations we discuss later on.
- Send people into a relevant and targeted page
Your homepage is often a mish-mash of goal oriented communication – and usually for good reason. Understanding that, resist the urge to send people there as itʼs better targeted in the curious explorer type rather compared to the person clicking through from a banner or AdWords link. Think one goal, one message, one action. And as such one page – generally new ones – a squeeze page.
- Provide a consistent experience
From ad through landing page and onto the destination site, design, messaging and tone ought to be consistent with the expectations your user had at enough time they clicked the url/banner. Your upstream ad could be the source, and having a river analogy, you will be drinking from exactly the same stream at the conclusion of the journey as you’re at the start.
- “Donʼt Bore Us… Arrive at the Chorus” (Roxette)
The title of the tip comes through the Greatest Hits album by Swedish pop duo Roxette. As the masters of bubblegum pop, they knew how to highlight the biggest element of each song – the chorus.
No one likes a babbler, and that we only put track of it for one of the most part because itʼs our friend thatʼs chewing on our ear.
When dealing with online prospects, you want to get right to the actual with no muss and no fuss.
The astute among you will recognize that in providing an analogy prior to my point, I will be essentially countering my argument. But on closer examination, what this shows is sometimes you ought to provide some editorial or instructional introduction on your subject.
If this can be the case, like Roxette, make absolutely certain the juicy bits stand out signiﬁcantly.
- Focus the visitors attention that has a clear and concise headline
Imagine yourself walking in a lively downtown street. You glance at the newspaper vending machine to go to a big black headline. Whether or not this captures your attention, you could stop, bend over and see clearly for a while. Whether or not thisʼs really good, you could ﬁsh a dollar out of your pocket and actually pay for doing this.
Conversely, if itʼs merely a big page of small type with no visible purpose, you wouldn’t even break your stride.
Make the headline clear, easily noticeable, plus a relevant position on the page.
- User and traffic segmentation
If you have multiple user types, produce a landing page per segment and drive trafﬁc via separate sources. This will likely enable you to measure your most effective market segmentation. If your landing page has extended logic or geo-targeting capabilities you might be able to create a single page with changing content based on visitor. If this is the case, ensure your tracking can handle these complexities.
- Remove the clutter
Remember that advertising campaign that had just one button proclaiming “Don’t click me”? Nobody could resist that. Not only was it tempting, but it really didn’t have any competing information. Since you create your webpage, step back every now and then, look at it from a distance and discover how many everything is vying for your attention.
Reﬁne your landing page until the solution is 1.
Observe – Remove – Repeat
- Remove the navigation
Similarly, donʼt give people a full-scale website experience. You often paid to encourage them there, so keep ‘em focused additionally , on track. If they want to know your favorite color or look you up online maps, they can look to your website another time. Each navigation option you provide dilutes their attention.
- Keep reading to a minimum
Ensure visitors get the opportunity to read your most important copy straight away. If it’s buried amongst 5 paragraphs of text, itʼll be missed.
An exception to this rule would be considered a page designed use a high level of detail (like a Book page on Amazon), but this is often best utilized since the deep-linked “product detail” page on the objective website and this is not on a landing page.
- Above the fold
As much because statement ﬁlls me with chagrin and isn’t relevant for many types of web page, it still holds true for the squeeze page.
Your primary messaging and call to action must be at the top (the bottom with the screen for the typical browser resolution of your respective target market).
Does it really matter anymore?
Despite the information on very successful long pages such as a product detail page on Amazon.com, you will always need to be sure that the CTA occurs above the fold (and repeated at regular intervals further down the page). This will give people to stay with me being comfortable which they know what to do when the urge to buy arrives. Some situations of long pages are:
- Amazon – with many of the most important information (reading user reviews) 2-5 screens down the page everyone has developed an knowing that not all from the gold is buried close on the surface.
- MySpace – when an incredible number of today’s youth started creating their unique web pages using MySpace, they learned to value this long form approach.
- The Wheel Mouse – providing an enormous helping hand along the route was the introduction of a better interaction mechanism. The scroll wheel on laptop computer mouse essentially removed the want to use scrollbars. Thankfully Apple have since conceded for this superior rarity in interaction design and included it for their mice too.
Repeating your CTA on long pages
If you are obligated to make a long landing page (perhaps as the standard long-form lead capture sites), make an effort to repeat your core message and/or CTA at comfortable intervals throughout. This assists to reinforce your own purpose. Note also that different people react to different content, so they could be 2/3 of the way through before they presume what you say. If there is a button right there, you could ﬁnd them prone to convert when this matches their time of emotional link with your message.
Congruence refers on the concept of making sure that every element in your landing page describes, or supports, your core value proposition. Review your design and copy, if itʼs not directly supporting your goals ditch it or re-write/re-set it up.
- Experiment with different media types
Video has become so prevalent in the broadband world that itʼs don’t a barrier (a short while ago, and in a minority of markets today, the delay involved in loading video makes it an impediment). Visitors may very well spend more time on your blog engaged in passive activities such as watching a video as itʼs easier than reading. This extra time can be the gap between someone “hearing” your message and not. With everything, quality is king here, say something important and say it well. If you’re able toʼt afford to construct something with a superior production value, then aim to get a screencast – an on-screen walkthrough of this product or concept.
These are intended and likely to be lo-ﬁ and this quality can enhance the realism and authenticity of anyone with a approach – the location where the message now resides in what we say and what you show, rather in comparison to the production valuation on the video.
- Enable sharing on viral landing pages
If your goal is to create buzz with a landing page – such as a ﬂash game or humor piece, be sure that it is easily sharable using the common social networks.
The most obvious choices for social media buzz creation are Twitter and Facebook. They can assistance to spread your message quickly and in an exponential fashion if what you are doing is tweet or like worthy.
The key to success lies in the fact it’s not 100% altruistic – sharing via Twitter or Facebook adds the content into your own individual timeline extending your online persona by showing content signifying your personality and beliefs.
It’s reminiscent on the psychology surrounding ones CD, vinyl or book collection, in places you gain pleasure on the reaction of others to your taste.
- Provide extra value on your conﬁrmation or appreciate it page
If you are asking them for personal data on your landing page (for instance an email address for lead capture), take it one step further and provide them with a bonus within the thank you page. This may just be something useful such as a web link to related content on your internet site, or it could possibly be an extra free report. Giving something away for free (and an email address) is a great one. Surprising someone and giving them a bonus is great.
Chapter 2: Trust & Security
With the proliferation of spam, pyramid and get-rich-quick schemes found in online marketing, being a leader with regard to trust can give your pages an instant leg up. The primary key to success here is merely to care. Donʼt pay lip plan to this area mainly because itʼs more vital that you people than it might seem.
- Show a contact number
By having a phone number present, it tells people you’re legitimate and that there are real people by the end of the line. It is also a good fallback for
people who aren’t comfortable with internet transactions, but who choose your offer.
- Remove barriers to valuable content
If you are giving something away for free, but asking for private details in exchange, offer an issue that really is for free in advance, for example a small portion of the materials you are offering to you (a chapter 1 preview etc.). This piques interest and lets people know you are not going to send them something worthless in exchange for their personal information. People such as try-before-you-buy option. A real world example could be the unwritten rule that it’s OK to consume a grape in the supermarket. Really this is theft, but everyone wants to do it to evaluate that the merchandise is in fact good. You could be thinking, yeah if the grapes are bad, people can get out and not purchase them. Exactly! In case you have a great product you shouldn’t be scared to share a little up front.
- Brand consistency
If your banner, landing page and destination site donʼt feel the main same family you will lose business. The landing page falls right in the middle of the purchase process and should extend the minimal capabilities of banners/AdWords in a real sense of name values – while not providing the complete experience on the destination (or mothership) website.
Extending the brand messaging
Ensure that your visual design is a similar from banner to landing page. Donʼt change color scheme and typography derived from one of to the other. Repeat the first core message on the landing page for immediate recognition and increased conﬁdence that you enter the right place.
- Refrain from using gimmicky sales tactics
The web is littered with so much crap that waders work better preferred footwear today’s surfer. It doesn’t matter how much you want to use the BUY NOW, Lowest price EVER type guff that proﬂigates the sad budget of our industry, remember one thing… authenticity rules. People are noticed that you learn to foresee the hype and understand if you are telling the truth.
Do you absolutely need advice about this? Ok, here goes. The use of them, you should hang your head in shame and go wait in line for when all your customer base leaves you for an organization with more integrity. Sure, you may notice a slight improvement in conversion in the short term, but if youʼre attracting the varieties of customer that simply click popups either as they are suckers or merely to get the ad out of how, then they will exhibit identical ADD and bad judgement whenever they get through to your site.
“Are you sure you desire to leave this page?” Press OK to leave, and Cancel to stay. Or is it OK to stay and Cancel to leave?
“How about now?”
- Use veriﬁable facts
In an era of comparison shopping and internet-based research, bold claims about your product or service may elicit a modicum of trepidation for the consumer). If what you’re promising isnʼt really true donʼt say it, since you also will get caught out. Perhaps by not many individuals, but should they turn out to get social connectors, you could quickly ﬁnd yourself plastered all around the blogosphere with devastating consequences.
If you have afﬁliations with renowned people or businesses, use their endorsements to develop credibility. Iʼm pretty certain Proactiv isnʼt some miracle cure for acne, but Iʼm willing to suspend that doubt purely because the celebrities promoting it are placing their reputation exactly in danger.
- Donʼt ask for information you don’t really need
Sure, there are 5 people in your ofﬁce beating down your door asking a great extra phone number or age or bra size, when itʼs not critical towards the information or product being requested on your landing page, then donʼt risk scaring people away. It’s likely that the extra information will be scantily used anyway.
- Terms and Conditions in Laymanʼs Terms
If you really need a terms and scenarios page or section, make an effort to put the important stuff in laymanʼs terms. Along with this, make it entertaining, by separating it into two segments – t&c for lawyers, and t&c for everyone else.
Testimonials work to produce trust on your landing pages. But resist the urge to use false or made up ones. When you invent over enthusiastic statements by caricatures of stereotypical personas, and position them with images grabbed from stock photo sites you will be disingenuous.
Authentic Business Practices Produce Authentic Testimonials
If you employ a great product or service so you treat your customers well, testimonials will either come to you or you’ll established the relationships where you can go and invite them.
Wait for that great personal story that may be the tipping reason for making people believe your website landing page message, something that shows you might have affected someone’s life or business.
If you don’t have one yet, enhance the feedback mechanisms on your own website to allow your customers to provide the information you need.
Perform A/B Testing on your own Landing Page
To measure the effect testimonials have on the landing page conversion rate, consider running an A/B split test. You may run tests to match the following things:
- With and without testimonials
- With and without photos
- With short or full quotes
- With few or many testimonials
If you ﬁnd that less testimonials be more effective, you could then try only using 1, but test each testimonial in use see which people respond far better to.
- Certiﬁcation and brand logos
This is a well used technique to garner trust. If you have an association using a company such as Verisign, don it proudly on your sleeve. However, itʼs important to use relevant and recognized brands in your alignment strategy. Saying you happen to be part of the Viagra sellers alliance probably wonʼt help you convert women into paying customers to get a trek in the Andes.
- Professional design
Often, the higher priced you look, the harder believable your story will appear. In this case money talks. You continue to need the right call to action and
landing page copy, but as single folks know, a beautiful apartment with picture perfect interior design and seductive Feng Shui might make the difference between second base and your house run.
- Donʼt exaggerate!
Following on on the last point, should you oversell yourself from the living room, chances are you’ll very well attract your guest into the bed room, only to ﬁnd that they leave for the sight of actual intercourse.
Provide links with a privacy statement and/or conditions to quell fears of email abuse. A superb technique is to publish “Weʼll never sell your email address” in close proximity to your lead gen form.
Partners drive trafﬁc to your business, often to your landing page. Using a co-branded webpage can enhance the ad message momentum and improve your conversion rate.
To clarify, what this does is provide you with the customer with the conﬁdence that their intended goal is being maintained. For instance, if an affiliate is offer a discount coupon (something they’ve got arranged with you so that they attract customers based on this special deal), the customer needs to are aware that when they click from the initiating site over in your landing page, the offer hasn’t been “digitally disregarded”.
Maintain Ad Message Momentum
The best strategy to maintain momentum is:
- Include the partner/affiliate logo on the landing page alongside your own personal, showing that you have an established relationship.
- Repeat the offer. Show that clicking through to your landing page didn’t make the promise to be forgotten.
Chapter 3: Squeeze page SEO
For short term marketing campaigns, SEO isnʼt a factor, but for longer terms projects, especially lead-generation or ebook sales, itʼs a critical aspect of your business model.
- Your website has more landing pages than you think
Whether you think you’ve ever created a landing page before, you’ll want to recognize that squeeze pages are not just standalone campaign-based entities.
As the search economy grows, every deep-linked product detail page on your websites are essentially a website landing page.
With this in mind, take a review your site and re-apply the tips in this eBook to people pages to help your conversions and revenue through your long tail of content.
- Care about SEO
For pages that’ll be live for any extended time period, ensure the content is optimized for maximum value. What am i saying? Well, most importantly it means simply giving a s**t. Thatʼs the tip here. Realize the need for SEO. Read on for more speciﬁc actions to consider.
- Text headlines
Consider the impact of utilizing a text headline for your primary messaging/statement instead of obtaining it inside a picture. Placing it into an H1 could give you some bonus points. Yes, you would possibly sacriﬁce visual quality, but there are fashions around that with ﬂash replacement etc. and if the goal of your page is to draw in organic traffic you should be willing to develop trade offs. Pick your priority and make your choice.
- Setting expectations
It’s important to identify that a single page that doesn’t sit within an architecture of internal linking is gonna struggle a bit when looking at ranking well. Concentrate on long tail terms for your content.
- Pure optimized HTML
Single landing pages are good candidates for producing clean focused content as you don’t should include the bloated common structural elements of a full website.
- Provide a valuable resource to achieve links
Most evergreen squeeze pages (ones that will be in place for the long haul – year round as opposed to seasonal) exist for the purpose of lead gen. When you give away something (a whitepaper or eBook) that contains excellent content that you are more likely to draw in inbound links.
- Reduced PPC costs
The closer the content on your squeeze page can match the copy and link title from your AdWords campaigns, the harder relevancy (and Quality Score) Google attributes for a intentions which ends up with a lower cost for your chosen PPC keywords.
Chapter 4: Before Creating a Landing Page you should be aware…
For architects or designers and developers to blame for creating a webpage, the following list of information will help facilitate the creation of an page that addresses genuine needs. A marketing or campaign manager should be providing such a information.
- Business Objectives
The business objective of the campaign in particular the page. What problem do you think you’re trying to solve?
- Know Your Audience
Understand the goals and motivations of the users who will be arriving for your landing page. Which are the main questions that the potential visitor can have? Knowing this will let you design an experience that answers these questions in priority sequence about the page.
- Visitor Action
The desired action of visitors (primary CTA). Sounds simple, in case you don’t enjoy a specific idea in your mind, your page can lose focus.
- Entry Points
Take note coming from all campaign entry points (email, organic, PPC, social websites) and any existing collateral materials to make sure you maintain a consistent brand experience and design. But if your landing page doesnʼt match the aesthetic of the banner ad then people will often rightfully assume they are in the wrong place and leave.
- Technical limitations of your respective target audience
Are they iPhone users? Are they business people with laptops that still view everything on 1024×780? Or are they designers with big 24” iMacs?
- Creative brief
Ideally there would have been a well deﬁned concept that ties business and user goals together into an easy and implementable idea. This will assist to design an issue that doesnʼt stray from the core goals of the campaign. A high level small business or entrepreneur then this might seem just like a bit of luxuries (or an extreme waste of energy). If you’ve never used a brief before, try in search of some examples or templates – it may be really useful to plod through the process of creating a simple half page brief just to obtain the idea down in writing before you commit it to digital realm.
Chapter 5: Before Designing a Landing Page you ought of do…
Preparation is always nice however , not always practical. Here are some tips that can alleviate your planning process and make sure you start heading down a path of recursive good behavior.
- Check domain name availability
Did you make sure you buy the domain for the campaign? This will likely normally have been checked and purchased by someone in IT, but itʼs a great idea to verify it. Strongly branded domain names can place a heavy inﬂuence on design direction, and having to patch something up with the last minute because someone forgot to have the domain, will affect your time and energy to market (which is usually critical for event based marketing).
- DONʼT repeat errors of history
Sounds simple, but unless you will be making the effort to be able to and record problems in old campaigns you will never learn from them. Put a large poster on the wall using the Top 10 what to avoid doing.
- DO repeat your successes
Likewise, if something has worked in earlier times, repeat it inside your new campaigns. This will become your own personal best practices list.
- Competitive analysis
Check out what your competitors are doing. This tends to serve 2 purposes; if you would like inspiration it can provide you with some ideas, or if you are trying to innovate and differentiate, you will end up in a position to zag away in the competition.
Chapter 6: Before you push the “Go Live” Button
Itʼs tempting to be impatient and “get it out the door” as soon as you can, but it pays to take a couple of deep breaths and do some ﬁnal constraints before you publish your squeeze pages.
- Have a checklist
This is an advice in itself, and subsequently few items believe that some of the duties you should perform as thing checklist. If you possibly can establish a checklist and incorporate it into your process, you will soon start to develop good habits that produce better, more appropriate landing pages.
- The 5-second rule
Do some simple usability and page goal testing using people as part of your ofﬁce (or friends & family). A superb rule of thumb is to adhere to the 5-second rule. Sit your subject in front of some type of computer screen and prove to them the page for 5 seconds. Then hide it and enquire of them what the aim of the page was. If they are unclear, you ought to re-address the communication with the primary message and call to action. Also you can crowdsource this activity through a service like Five Second Test.
- Many sets of eyes
Print your webpage out and pin it towards the wall so that individuals can see it. This may open up discussion about your design. Often, a goal set of eyeballs will spot simple items that can help reﬁne the page when you push it live. Re-decorating a good approach to increase collaboration so youʼll be surprised at some of the skills or insights your co-workers provides.
Some companies have this built into their process, others are too small and rely about the owner/creator to complete everything. Even in large companies, small marketing campaigns are often the short end of the stick and donʼt have a fanatical person for quality assurance. To become viewed as professional you can’t afford to have any typos or errors on your landing pages. With such a short time to convince a visitor that you’ve got something of value, even minor slip-ups can set you back a sale. Ensure that it looks good in the most important web browsers your target market uses. Fortunately, most squeeze pages are relatively simple, but donʼt forget to check.
Chapter 7: At Campaign End
Diligent attention for the success or failure of your campaigns will help you learn and grow as a true online entrepreneur. Try to study what youʼve done after itʼs ﬁnished.
After each squeeze page campaign, hold a postmortem session to collectively analyze and agree of what worked and what didnʼt. This could then be fed back into your recommendations lists.
- Evergreen campaigns
If you donʼt need to take it down, donʼt. Wholesome trickle trafﬁc and SEO value and then leave a page available, even if you are not directly sending trafﬁc with it. And if you determine to reactivate the campaign in the long run, having a live page that Google may be aware of for 6-12 months is a major beneﬁt. Should the campaign was time sensitive, look at a quick change making it more generic to be able to leave it up.
Chapter 8: Testing, Testing, Testing
Many a marketing department relies solely on gut instinct and personal opinion. Be prepared to throw that out your window and start achieving real insight into what works and what doesnʼt.
- A/B Test to validate your decisions
This allows one to perform simple comparative campaign studies, helping you to produce alternate designs and messaging and see which performs the best. Having a testing infrastructure set up is critical to being able to measure your success.
- Test the primary graphical image(s) or photography
Most campaigns are meant for a speciﬁc segment or user demographic. Therefore, itʼs a smart idea to try different images that provide varied emotional responses. The smiling happy old ﬂy-ﬁsherman may possibly evoke a happy retirement, however , many people can be thrown off by generic stock imagery.
- Primary message
Write multiple variations on most of your message and run tests on each. Also try varying the size and color of the text.
- Call to action
We go into more depth regarding CTAs later, except for testing purposes, youʼll have considered trying varying the message in your main CTA. Ensure itʼs an accurate description of the user will get when they act on it to avoid trust and annoyance issues.
- Button color
There are many viewpoints in existence regarding button color. Some say that red is the top color to use as it evokes such strong emotional reactions, nonetheless itʼs also a poor “stop” type color, so you’ll want to test it with other sites like green for “go” and blue as being a familiar web standard link/action color. Wider Funnel suggest trying a big orange button.
- Form threshold
For lead capture and different kind usage, you will need to minimize the level of ﬁelds that visitors are necessary to complete. However, in case you have a particularly strong need for data, try running an A/B/C/D/E test with varying amounts of info gathering. This way you can make an informed decision with what abandonment rate is acceptable when weighed from the extra data produced.
- Reﬁne constantly
If you have new ideas, test them out, immediately! The details you glean the higher quality your landing pages will become. Donʼt stop with the ﬁrst A/B test. Brainstorm areas of the page that should be tested and purge 2,3,four to five different versions.
- Multivariate testing (MVT)
A/Bʼs big brother is a more complicated affair pots you to send a much more traffic before you will get statistically accurate results (due to large number of page combinations an MVT test generates). It demands testing for adjustments to multiple variables formerly with a give attention to scientiﬁc interpretation of results. For more detailed information, Iʼd recommend a book by Tim Ash – “Squeeze page Optimization” that does an incredible – albeit very technical – job of explaining the aim and use of multivariate testing.
Chapter 9: Corporate Tips
How to succeed as an internet marketer.
- Become the web page expert in your organization
If you follow the guidelines presented with this list and can report accurately on your results, you’ll be seen as those to go to for improved marketing ROI.
- Donʼt be smug
Assuming that you recognize everything and that a landing pages are infallible is naive. A humble strategy to testing, validation and experimentation is the foremost way to be a better practitioner. The fact we are listing 101 tips in here illustrates the complexities associated with such a seemingly simple concept.
Chapter 10: Forms on Landing Pages
Nothing strikes fear into the guts of a web visitor more than the dreaded form. Follow these simple web page form tips to reduce your bounce rate.
- Remove unnecessary ﬁelds
Every Jack and Jill in your company will want some extra data from your lead capture or subscription forms. Itʼs your job as chief landing page optimizing ofﬁcer to cut this down with a minimum. The mentioned before form threshold level can be more easily determined through testing and veriﬁcation, allowing you to play a savvy political game while keeping your visitors happier. And really, who needs to recognise a visitors fax number nowadays?
- Use directional cues to draw attention on the form
If you primary goal should be to have someone complete a form, then visually direct those to it so they’ve known what they are meant to do. Read this post on designing for conversion for an in-depth go through the use of directional cues.
Donʼt crowd your form, help it become inviting, clean and straightforward by surrounding it with a good margin of clear space.
- Use oversized buttons
We’re not seeking to create a snotty online banking application, it’s a round deal (which may still be to do with banking). Consequently, donʼt be worried to design big shiny buttons that really stand out. They donʼt need to be grey or function as same height as being a standard text ﬁeld. Go big to stop your visitors going home.
- Make form labels and ﬁeld text readable
Use a big enough font that anyone can read it easily. Web 2.0 design standards are moving in direction of form ﬁelds and text which can be 2x-3x the previous norm, so follow suit and earn your forms feel friendlier and happier.
- Why should I ﬁll your form?
Make the beneﬁts and reward obvious and position them in context with the form so that people are constantly reminded why they are bothering.
Chapter 11: Optimizing your Landing Page Call to Action (CTA)
If your visitors donʼt know where to start, then you are up poop creek without a paddle, a boat or any moist towelettes. Your call to action, or CTA, will be the primary conversion goal of a visitor in your landing page. Types of common actions that need to be called out are: purchasing a product, subscribing to your newsletter, calling yourself on the phone, downloading an ebook or whitepaper, watching a demo or requesting information.
- Make your CTA(s) clear and unambiguous
If you will provide a free ebook then make button say “Buy your free ebook”, rather than “go”, “submit” or “subscribe”.
- The bait and switch
Related to the previous tip, donʼt promise one thing and then deliver something else, or perhaps worse nothing in any respect. To follow exactly the same example, if that you are giving
away an ebook, and your CTA says “Buy your free ebook”, donʼt give you a paypal form within the next screen getting $2.95 to the product you said would be free, or merely say “thanks for registering” without a web link to the product you are offering. Yes, you will have gained a lead, nevertheless the customer is now worthless, and definately will tell others about your unscrupulous tactics.
- Amazing! Awesome! Kick-Ass!!!!
Resist the temptation to include bloated adjectives. Such claims are more likely to make people think you are overselling and seeking too hard.
- Breathing room
Allow the CTA room to breath visually. Expansive utilization of whitespace will let your button or statement to stand out on the page. Color option is important here also; create a high contrast involving the CTA and surrounding elements to say it’s dominance.
- Keep it where it is visible
Donʼt allow it to needlessly fall below the fold, of course , if you have an extended page, repeat the phone call to action in the bottoom of the page or once in every page length to remind the user and provide them with a mechanism to behave, regardless of where they are.
- Personalize/localize the letter to action
For example, should the desired action is perfect for the customer to call an unknown number, donʼt make them work. Provide a toll free number, or geo-targeted local codes as required.
- Utilize a safety net
Not all customers are prepared to engage right away and could need some supporting information to ease their worries or answer their questions. Should you be asking someone to obtain something, a sensible secondary CTA would be do download a product brochure. This prevents them in your realm of inﬂuence (as opposed to leaving to investigate elsewhere) and builds conﬁdence. Ensure that the safety net CTA doesnʼt compete in size and visual dominance – ordinarily a simple text link is adequate, underneath the main big action button. In case you are asking someone to get online, offering a telephone number for phone orders can create a potential customer prone to convert if thatʼs their preferred contact method.
Carry your primary call to action throughout the entire acquisition and conversion experience, from upstream ad (PPC, email, banner, web 2 . 0 link) through your landing page and about the ﬁnal destination page (if you find one).
- Reduce the available options
If you have one message and action, you will be able to look at the page and have your eye immediately interested in the action area. Donʼt place extraneous offers or navigation about the page that could draw anyone into doing something else. In the case where there are several choices (such as 4 satellite tv package options), there’s still a single goal (select a package), so make certain that each action area is consistent and they’re grouped in a region that can be considered the action area.
- Be audience appropriate
If you are available spa getaways, then donʼt be aggressive with your tone and language. In the event youʼre offering funeral services, donʼt use !!!!!! right at the end of the call to action.
Chapter 12: What NOT to do – stuff that can offend your visitors
Weʼve all had horrible online experiences. Follow these tips to avoid re-creating them.
- Thatʼs a lot of for me to learn to read!
To paraphrase Steve Krug (author of “Donʼt Make Me Think”), cut your copy in half and then throw away half of whatʼs left.
- Donʼt mislead your customers
To be a good marketer you simply must deliver on your promises. Treat people well and theyʼll tell their friends.
- Donʼt add a form if you donʼt need it
If you can honestly get off without a form, donʼt be greedy and throw one within because it would be nice to be able to capture some data, ensure that it stays out and reap the beneﬁts of the slimmed down website landing page. If you are trying to extend your brand exposure and expertise which has a free white paper, consider doing it away without the email capture – but make sure each page is branded with your identity and contact information. If thisʼs worth itʼs salt people will share it and youʼll have more visitors as an outcome. Youʼll also get plenty of karma points.
- Pop off!
I said this earlier and Iʼll repeat it here. NO POPUPS.
- Turn down the music
If your page requires sound or music to function; as an example, a viral ﬂash campaign or video-centric page, then ensure that you provide the facility to control the volume, including a prominent mute button. When someone is viewing your page within a quiet time or at the ofﬁce, sudden sounds can be a sureﬁre method to drive them for the close button.
- Donʼt do lead-gen with the intention to spam
Keep your communication with your leads on topic. When completing a form to get the whitepaper on gardening, don’t start sending them emails about motorbikes. Read “Permission Marketing” by Seth Godin to get more good behavior ideas.
- Donʼt use photos you found on-line
Especially the one who appears ﬁrst inside a search of Google images. Youʼll appear generic and untrustworthy.
Donʼt make assumptions about your visitors knowledge. Place yourself in their shoes and anticipate their questions. Then make sure you respond on the page. This will help to prevent people going elsewhere to ﬁnd their answers and potentially ﬁnding a better offer.
If someone is registering along with you for a newsletter or ongoing communication, inform you that they should be able to easily opt-out at whenever. Saying this beforehand is often the tipping point between someone saying “ok, sure” and “absolutely no way”.
Chapter 13: Reporting, Metrics & Analytics for Landing Pages
Marketing campaigns without metrics and reporting and like a runaway train. Yes, they make you more accountable, but when youʼre proficient at what you do – or otherwise desire to become better, accountability can make you a rock star. Below are great tips to get you began:
- Use analytics
If you donʼt have internal analytics software (Site Catalyst etc.), you can obtain set up quickly and for free by using Google Analytics, or several inexpensive paid options such as KISSMetrics.com, GetClicky.com or HaveAMint.com (works great while on an iPhone). By adding simple code snippets for a landing pages youʼll be tracking results immediately which enables it to prove/disprove theories (sorry boss, making the brand bigger killed our conversion rate) you need to to produce professional reports.
- Basic metrics
You should ensure you are recording the basic performance metrics per campaign. These are campaign speciﬁc, but sometimes include: conversion rate (broad term), bounce/abandonment rate, form completion rate. Store these results so that you have a basis for showing how your reﬁnement process (by using a/B testing) is working, and allow comparative reporting against previous campaigns which had the same goals.
- Getting granular
Using an analytics or campaign reporting programs can assist you to determine whether different time/day segments tend to be more successful than others. For those who have an increased conversion rate on friday nights and weekends, and virtually no success during midweek, you can either focus your efforts purely for the best days, or start A/B testing different messaging on the lower days to check if an altered communication strategy will lift the metrics at those times. You may undoubtedly learn something about your user behavior by dong this.
- Be transparent continually
Compile frequent and regular reports and get them to accessible to as much people as your internal bureaucracy will allow. Success can inspire a full team/company, and failure can elicit useful feedback from people able to spot issues it’s likely you have become blind to.
- Beware the industry average
Industry averages will often be bandied around to exhibit comparative results on your particular vertical. While somewhat skewed by virtue of the point that their campaign/goals/timing/budget/technique is different to yours, they will play an important role in showing what your location is in the competitive landscape. Notably if you are above average. Basically, use with discretion.
- Customer feedback
If you are gathering consumer feedback by using a landing page, collating this serves 2 purposes. Firstly, it gives you excellent presentation materials for internal meetings. Secondly, you can begin to use them on your next campaign as testimonials to boost credibility and trust. Bare in mind to ask permission before quoting somebody publicly.
- Eye tracking
If you have some budget available, eye tracking reports can supply you with valuable insight into where consumers are looking and enable you to increase the positioning of key elements.
- Heat maps
Similar to eye tracking, there is software available (like CrazyEgg.com) that can show heat map overlays showing where individuals are clicking most. Make use of this information to manipulate and test copy in the hottest areas to determine if you can increase conversions.
- Assumed attention hotspots
Other systems can make a virtual heat map based on assumed attention areas based on graphical contrast and basic design patterns (like Attention Wizard). All of power tools can add to your understanding of website landing page behavior.
Chapter 14: When you should Use a Webpage
You probably donʼt have the time, money or resources to train on a landing page for each little brain fart or campaign initiative which you come up with, from the tender are our tips for when they certainly are a relevant option.
- For every campaign
Ok, so we just said you probably canʼt do this, however you should no less than try to have used them all the time. If youʼve begun to figure out the fundamental function of the landing page youʼll know that sending visitors to non campaign speciﬁc pages such as the homepage is just wasting money. The simplest way to ensure that you can accomplish it for every campaign? Produce a painless process and many standard templates for the types of campaign you do and be ruthless about reporting on the success. If it is possible to demonstrate that you can A – build them quickly and B – achieve improved ROI via reporting and testing, youʼre well on your journey to convincing any smart business person.
- Multiple inbound trafﬁc sources
If you are expecting trafﬁc from multiple sources (AdWords, banners, afﬁliates, organic search, Google images), you may want to create separate landing pages for each source to simplify the funnel and enable more distinct testing.
- Special promotions
These typically come in at the very last minute and if your web site isnʼt architected to permit random or short-term event based promotions, you’ll need somewhere to convey your campaigns. Standalone landing pages are an excellent option for this as they can exist outside of one’s existing infrastructure.
- The dreaded deploy schedule
Sometimes you should just get a site up and live. And you work for a big company that has a rigid deployment schedule. Sometimes they have the ﬂexibility to interrupt the rules, but is not always. Well itʼs Easter, you should get a critical message out regarding a promotion youʼre running, so you forgot to update the promotions page one specific. What to do? Develop a simple, focussed website landing page and ftp the whole shebang to a new folder on online server, bypassing IT (theyʼll forgive you when you show the conversion report) and achieving the job done. Not ideal, but sometimes you ought to think on you.
- When your Marketing Manager or CEO has one of his/her “brainwaves”
Weʼve all been there. Some creative type (I canʼt be too harsh here as Iʼm one myself) comes up with a plan of action that must be dealt with immediately. The most effective way to do that is in a disconnected landing page that can break code conventions, brand guidelines and can be efﬁciently measured to provide instant feedback on thereʼs ridiculousness. Or maybe perhaps itʼll work like no bodies business in which case youʼre going to be re-designing the complete site according on the new direction.
Don’t be complacent. Keep in mind that there’s always another percentage point of conversion waiting nearby to be squeezed out of your customers. If you’re lacking inspiration, try rating your website landing page with the Conversion Scorecard to give which you to do list of things to optimize.