Landing page design + landing page optimization

Making Your Funnel Work
Landingpage Optimization (LPO)

Recap
© https://e-commercemanagers.com 2
Landingpage Optimization

© https://e-commercemanagers.com
Report
Automate
Optimize
Customer
Journey Map
Measurement
Plan
Analytics
Implementation
Run Business
(ads, content,
leads, etc)
1A: OPTIMIZATION FRAMEWORK
3

1B: KPI’s + CRO + Marketingstack
4

2A: CONTENT MARKETING
5

2B: LEGAL
6
GDPR
 Timestamp, channel and reason for opt-in
 Limit data collection
 Opt-in only
CCPA
 Follow GDPR and in most cases you will be fine
Copyright
 Negotiate when you can
 Protect your brand and designs

3A: GOOGLE ANALYTICS + GOOGLE TAG MANAGER
7
Google Analytics
 Use filters in your Views to exclude IP adresses of internal users
 Use Goals to measure critical steps in your customer journey
 Use UTM tracking parameters to measure your traffic sources
 Use Event tracking to measure onsite behaviour
 Use Segments to slice up the behaviour of groups of users
Google Tag Manager
 Run all (including GA) your external scripts in one place
 Implement pixels and scripts without the help of a developer
 In most cases: speed up the loadtime of your website

SEO
Overview
Onpage
Content
Keywords
Semantics
UX metrics
Multimedia
Outbound
links (i/e)
Architecture
URL structure
Internal links
Microdata
Loadtime
SSL
Offpage /
Linkbuilding
Relevancy
Keywords Semantics
Anchor text
Webpage
Website
Importance
Topical
authority
Likeability
Social signals
Citations
(unlinked
mentions)

APP MARKETING
Search
E-mail
Social
Ads
Website App Store App
Inapp
Push
E-mail
SMS
Ads
Traffic sources
User-Engagement

LANDING PAGE OPTIMIZATION (LPO)
 Value Propositon
 Pricing
 Wireframe structure
 Testimonials + reviews
 Trust and security
 Headline
 Copy
 Images
 Video
 Form
 Button color, shape, size, text
 Directional clues
 Landingpage platforms
 Traffic sources

STATS
 The average number of form fields is 11 …. But reducing the number of form
fields from 11 to 4 can result in a 120% increase in conversions.
 Only 16% of landing pages don’t have navigation bars
 48% of marketers build a new landing page for each marketing campaign
 44% of companies use split testing software
 A typical website conversion rate is about 2.35% on average. But the top 10% of
companies are seeing 3-5x higher conversion rates than average.
 Using videos on landing pages can increase conversions by 86%.
 Over 90% of visitors who reported reading headlines also read CTA copy.
Source:
https://www.wordstream.com/

STATS
 53.3% of web traffic is now mobile (Broadband Search)
 Companies with 30 or more landing pages generate 7 times more leads than
those with fewer than 10 (Hubspot)
 Putting multiple offers on your landing page can decrease conversions by up to
266% (Bluleadz)
 Long landing pages can generate up to 220% more leads than above the fold call-
to-action (CTA) (Marketingexperiments.com)
 Viewers are 80% more likely to read content that features colorful visuals (Xerox)
 Nearly 9 in 10 consumers trust reviews and testimonials.

VALUE PROPOSITION
A value proposition is a promise of value to be delivered, communicated, and
acknowledged. It is also a belief from the customer about how value will be delivered,
experienced and acquired.
Let’s check out some more:
https://www.impactplus.com/blog/value-proposition-examples

VALUE PROPOSITION CANVAS
Instruction video:
https://www.youtube.com/watch?v=Re
M1uqmVfP0
Tip
Develop some variations. At least three
but can also be ten.
Test them. Send 250 visitors to each of
them. And see what resonates.

PRICING

PRICING
Source:
https://marketingtutor.net

PRICING
Source:
www.buildfire.com

WIREFRAME STRUCTURE
 Elements
 Device
 Branding
 Clarity (in value proposition)
https://instapage.com/blog/landing-
page-examples
https://unbounce.com/landing-page-
examples-built-with-unbounce/
https://www.leadpages.com/landing-
page-examples

TESTIMONIALS AND REVIEWS
 Reevoo found that 50 or more reviews per
product can mean a 4.6% increase in
conversion rates
 According to a study from iPerceptions, 63%
of customers are more likely to make a
purchase from a site that has user reviews
 Bazaarvoice found that site visitors who
interact with reviews and customer Q&As
are 105% more likely to purchase while
visiting (and spend 11% more than visitors
who don’t interact with user-generated
content)
 eMarketer found that consumer reviews are
more trusted (nearly 12 times more) than
manufacturer descriptions.

TRUST AND SECURITY

HEADLINE
 On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read
the rest (https://www.copyblogger.com)
 https://buzzsumo.com/blog/most-shared-headlines-study/
 The headline includes numbers
 The headline is between 5 and 9 (or 16 and 18) words
 The headline is negative
 The headline has two parts (subheader)
 The headline is crystal clear
https://cxl.com/blog/5-characteristics-high-converting-headlines/
 Use the trick to put “I want to…”[use your wardrobe for mixing and swapping fashion]
in front of the headline

COPY
Besides header and subheader:
 Benefits
 Features
 Testimonials
 Simple language
https://www.wordstream.com /

COPY
https://www.wordstream.com /

IMAGES
Same or more important than headlines (!)
 Always create a feeling, leave a impression
 Product, abstract or emotion

VIDEO
Two questions:
1. When does it add value? / Makes it things more clear?
2. When doesn’t it add value? / Makes it even more blurry?
 You don’t need an explainer video to buy a book
 Explaining how this water driven vacuum cleaner is 10x better than your old one,
might need a video
 Explaining your behind the scenes process of your actually complicated, but in UX
really (good!) simplified way is getting managed probably is a good use case
 Explainers – feature focused
 Explainers – benefit focused
 Product demo’s
 Testimonial video’s
 How To Video’s
https://www.makegoodfood.ca/en/home
https://www.adobe.com/experience-platform/intelligent-services.html
https://slack.com/intl/en-ca/lp/three

FORMS
 https://klientboost.com/cro/landing-page-forms/
 https://www.ventureharbour.com/15-landing-page-form-best-practices-examples/
Variation #3 with no name field and email as the last field resulted in 44.7% more opt-ins
at a 99.9% confidence level. Source: http://conversionxl.com/case-study-how-we-
improved-landing-page-conversion/

BUTTONS
According to Marketing Experiments, consumers go through a six-
step process before clicking a CTA on an email or landing page:
1. Arrest attention
2. Build connection
3. Build problem
4. Build interest
5. Build suspense
6. Transfer momentum
Resources:
https://klientboost.com/cro/landing-page-forms/
https://www.crazyegg.com/blog/high-converting-cta-buttons/

DIRECTIONAL CLUES
 Arrows
 Non-verbal
 Eye-focus / direction (looking at/to)
Wow!

LANDING PAGE PLATFORMS
 Unbounce
 Leadpage
 Instapage
 Wishpond
Other marketing platforms are also adding landingpage functionality:
 Hubspot
 ActiveCampaign
 Convertkit

TRAFFIC SOURCES (+IMPACT ON LANDINGPAGE)
Organic search
 Keyword will (mostly) be on top / in full sight
 Check the intention words… compare / buy / book / order
Paid search
 Qualityscore influences directly your CPA
 Qualityscore is mostly determined by keywords + conversionrate
 =implement dynamisch keyword insertion on landingpage
Direct respons advertising
 Download whitepaper
Branding advertising (offline, online… mostly lands on homepage)
 If a deal / coupon / offer is communicated.. Above the fold BIG CTA towards page
 What was the goal with your campaign…?

Source: https://icondesignlab.com

Source: https://icondesignlab.com
https://meclabs.com/research/discovery/landing-page-
optimization

THE END
 Next session Monday, about:
 5A: Trial and Lead Generation
 Tomorrow content will be uploaded and send to you by e-mail

Landing page design + landing page optimization

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