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Anatomy Of a Perfect
   Landing Page


              Presented by
       Bryan Eisenberg - @TheGrok

 A Paint By Numbers Approach to
 Increasing Your Conversion Rate
                             © 1998 - 2011 BryanEisenberg.com & @TheGrok
Most websites don’t have a
TRAFFIC problem...

However, every website has a
CONVERSION problem!


                    © 1998 - 2011 BryanEisenberg.com & @TheGrok
• $56.8 billion will be spent this year
  on generating website traffic, but
  only 2%-3% of visitors will actually
  convert.
 Source: 2010 ZenithOptimedia




                                © 1998 - 2011 BryanEisenberg.com & @TheGrok
Why Settle for a 3%
          Conversion Rate?
1. Schwan’s 41.7%
2. ProFlowers 26.5%
3. Vitacost.com 24.0%
4. Woman Within 22.4%
5. Blair 20.5%
6. Lands' End 19.5%
7. Doctors Foster and Smith 18.6%
8. Office Depot 18.4%
9. Roaman's 18.4%
10. QVC 18.3%
                                    © 1998 - 2011 BryanEisenberg.com & @TheGrok
Companies typically spend
                                                          $92 to bring customers
                                                               to their site.




                                                   92:1              But only $1
                                                                  to convert them.	
  

                                                                                                 5
39   © 1999 - 2010 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary.
                                                                                                     © 1998 - 2011 BryanEisenberg.com & @TheGrok
4 variables most strongly correlated
   with improved overall conversion

  • Perceived control over conversion rates
  • A structured approach to CRO
  • Having someone directly responsible for CRO
  • Incentivising staff based on conversion rates




© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
Methods currently used for
              improving conversion rates




© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
The Hard Work Pays Off
     • Companies whose conversion rates have
       improved over the previous 12 months are
       using on average 26% more methods to
       improve conversion than those companies
       whose conversion rates have not improved.
     • Companies whose conversion rates have
       improved are using on average 50% more
       ways to segment their visitors and
       customers than those companies whose
       conversion rates have not improved.

© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
WebsiteTestingTools.com




© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
There is a Magic Formula




                   © 1998 - 2011 BryanEisenberg.com & @TheGrok
30 Key Optimization Factors
Planning
WIIFM: What's in it for me?
Unique Value Proposition/Campaign Proposition
The Buying Decision
Categorization

Structure
Usability
Look and Feel
Searchability
Layout, Visual Clarity, and Eye Tracking
Purchasing
Tools
Error Prevention
Browser Compatibility

Momentum
Product Presentation
Load Time
AIDAS (Scent)
Trust & Credibility
Navigation / User of Links
Product Selection / Categorization
Up-sell / Cross-sell
Calls to Action / forms
Point of Action
Security & Privacy

Communication
Persuasive Copywriting
Content
Headlines
Readability
Use of Color and Images
Terminology / Jargon
"We-We" Test (Customer-Focused Language)
Features like reviews


                                                © 1998 - 2011 BryanEisenberg.com & @TheGrok
The Conversion Trinity
1. Are you relevant to MY query?
2. Do I know WHY you are the right solution for me?
3. Is it obvious WHAT I need to do next?




                                    Call	
  to	
  
      Relevance       Value
                                    Ac/on

                                       © 1998 - 2011 BryanEisenberg.com & @TheGrok
Landing Page Guidelines




                  © 1998 - 2011 BryanEisenberg.com & @TheGrok
Relevance




© 1998 - 2011 BryanEisenberg.com & @TheGrok
Google Explains Relevance
       "We provide strong SCENT so
users don't lose time," he said. "We take
the text from the page that is relevant
to the query, and include it in the
summary…

  Advertisers are coming to the
realization that ads must have a scent
that the user will likely find useful."
       - Krishna Bharat, senior research
scientist at Google

                                                Relevance
                                            © 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Where is The Landing Page
      Opportunity?




                   © 1998 - 2011 BryanEisenberg.com & @TheGrok
Victoria’s Secret is Scent




                     © 1998 - 2011 BryanEisenberg.com & @TheGrok
What is the Scent Quality?
                                  Brand
                                  Image
                                  Offer
                                  Category
                                  Product




                    © 1998 - 2011 BryanEisenberg.com & @TheGrok
Good Use of Scent




               © 1998 - 2011 BryanEisenberg.com & @TheGrok
Even Better Use of Scent
                                 Brand
                                 Image
                                 Offer
                                 Category
                                 Product




                   © 1998 - 2011 BryanEisenberg.com & @TheGrok
Scent Cues Include
• Trigger Words / Offers
• Graphics
• Color
• Shape
• Location




                             © 1998 - 2011 BryanEisenberg.com & @TheGrok
Geico Banner, Appeals to Who?




                     © 1998 - 2011 BryanEisenberg.com & @TheGrok
Landing Page Optimization Is Not
           Enough!




                       © 1998 - 2011 BryanEisenberg.com & @TheGrok
You Need to Look At All Customer
     Journeys & Processes




                       © 1998 - 2011 BryanEisenberg.com & @TheGrok
MESSAGE CONSISTENCY
•   Average conversion improvement range 5%-20%
    (As high as 100%)
Do You Think You Should Treat
      These The Same?
First Time Visitor vs Repeat Customer
West Coast vs East Coast
Local vs International
Early bird vs Lunchtime vs late night browsers
Technical feature creature vs. Price pouncer
Brand/Model Searchers vs. broad category
searchers
Who Makes Up Your Segments?

                                 © 1998 - 2011 BryanEisenberg.com & @TheGrok
“DVD Players”




“Sony DVP-NS500V”




“Compare DVD Players”




                        © 1998 - 2011 BryanEisenberg.com & @TheGrok
Personas Build Predictive Models
1.Simple Personas - include decision making styles,
 buying stages and some basic segmentation
2.Robust Personas - include Meyers-Briggs Type
 Indicator psychographic profiles, market research,




                                        © 1998 - 2011 BryanEisenberg.com & @TheGrok
Eyetracking 4 Types: Jakob Nielsen




http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/




                                                                              © 1998 - 2011 BryanEisenberg.com & @TheGrok
Competitive Patterned Behavior




                      © 1998 - 2011 BryanEisenberg.com & @TheGrok
Methodical Patterned Behavior




                     © 1998 - 2011 BryanEisenberg.com & @TheGrok
Spontaneous Patterned Behavior




                      © 1998 - 2011 BryanEisenberg.com & @TheGrok
Humanistic Patterned Behavior




                     © 1998 - 2011 BryanEisenberg.com & @TheGrok
A framework is only as good as what you do
                   with it




                              © 1998 - 2011 BryanEisenberg.com & @TheGrok
Value




© 1998 - 2011 BryanEisenberg.com & @TheGrok
Call to
            Action




© 1998 - 2011 BryanEisenberg.com & @TheGrok
The Conversion Trinity In Action
1. Are you relevant to MY query?
2. Do I know WHY you are the right solution for me?
3. Is it obvious WHAT I need to do next?




                                   Call to
      Relevance       Value
                                   Action

                                     © 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Boosted Sign-Ups by 52.8%




                                                   Call to
             Relevance      Value
                                                   Action
                         © 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
The Conversion Trinity
1. Are you relevant to MY query?
2. Do I know WHY you are the right solution for me?
3. Is it obvious WHAT I need to do next?




                                   Call to
      Relevance       Value
                                   Action

                                     © 1998 - 2011 BryanEisenberg.com & @TheGrok
Don’t do Slice & Dice Optimization




                        © 1998 - 2011 BryanEisenberg.com & @TheGrok
Can You Spot The Differences?




                     © 1998 - 2011 BryanEisenberg.com & @TheGrok
They Test For Impact Not Variations




                         © 1998 - 2011 BryanEisenberg.com & @TheGrok
Opportunity Cost




               © 1998 - 2011 BryanEisenberg.com & @TheGrok
Using Our Process

         • Spontaneous seek top
           sellers & new releases
         • Humanistics care
           about reviews
         • Methodicals find by
           genre
         • Competitives search
           by actor, title, etc.


                  © 1998 - 2011 BryanEisenberg.com & @TheGrok
$25M Opportunity Gain

             “I asked the Eisenbergs to do a
             study of our web site… found
             something we had to fix
             immediately…
             We fixed it that night, and saw an
             immediate 5% lift in our
             sales.
             “Bryan and Jeffrey Eisenberg are
             #1 in the online conversion game
             and there is no #2.”
             - Patrick Byrne, CEO of Overstock.com




                        © 1998 - 2011 BryanEisenberg.com & @TheGrok
Optimize All You Want

                  “We can't solve problems by using
                  the same kind of thinking we used
                  when we created them.”
                  - Albert Einstein

     It’s Not About What but Why




                                   © 1998 - 2011 BryanEisenberg.com & @TheGrok
3 Types of Landing Pages
                      Take an Action




                             Fill Out a Form




Link to Information


                                               © 1998 - 2011 BryanEisenberg.com & @TheGrok
Main Landing Page Sections
• Logo                      • Calls to action
• Headline                     • Links
   • text                      • Buttons
   • graphical                 • Forms
• Offer                     • Confidence Building
• Descriptive copy             • Testimonials
   • Bullet/block              • Examples of users
   • List of key features      • 3rd Party validators
   • List of key benefits   • Link to more information
• Product/Service
  Presentation              • Template elements
   • Product image
   • Tours
   • Screen shots
   • Life-style images
                                      © 1998 - 2011 BryanEisenberg.com & @TheGrok
Breaking Down Sections
       Logo          Headline




                      Product presentation




Call to Action
                      Offer




                      Confidence building


                                             © 1998 - 2011 BryanEisenberg.com & @TheGrok
Logo
Links to More Information


 Headline

                            Call to Action

 Offer



Product presentation



Template elements


                                             © 1998 - 2011 BryanEisenberg.com & @TheGrok
Logo
Template elements

Headline                                               Confidence
                                                       building


                    Call to Action


                                      Offer

                                      Call to Action
                          Confidence
  Product presentation    building
                                      Links to
                                      More
                                      Information

  Links to More Information
                                      Confidence
                                      building


                                                                   © 1998 - 2011 BryanEisenberg.com & @TheGrok
Logo           Template elements              5 Dimensions

               Headline
                                            • Relevance

Product
                                            • Quality
presentation                        Offer
                   Call to Action           • Location
                                            • Proximity
                                            • Prominence

Links to More Information




          Confidence building
                                                 © 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Not Good Quality Elements




                   © 1998 - 2011 BryanEisenberg.com & @TheGrok
Every Element Shows Quality




                    © 1998 - 2011 BryanEisenberg.com & @TheGrok
Location




           © 1998 - 2011 BryanEisenberg.com & @TheGrok
Proximity Boosted Sign-Ups by
            52.8%




                     © 1998 - 2011 BryanEisenberg.com & @TheGrok
Check Your Page in Gray Scale




                     © 1998 - 2011 BryanEisenberg.com & @TheGrok
Wirify.com




© 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
Color Has Impact




              © 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
Before HeatMap




             © 1998 - 2011 BryanEisenberg.com & @TheGrok
Prioritize Actions




   3
            1
            2



                 © 1998 - 2011 BryanEisenberg.com & @TheGrok
© 1998 - 2011 BryanEisenberg.com & @TheGrok
After HeatMap




                © 1998 - 2011 BryanEisenberg.com & @TheGrok
Check Out The Gaze Order




                  © 1998 - 2011 BryanEisenberg.com & @TheGrok
Probability of Fixed Gaze




       Image created with 3M/VAS




                                   © 1998 - 2011 BryanEisenberg.com & @TheGrok
111% Increase in Conversions




                 Made the call to action more prominent!

                          © 1998 - 2011 BryanEisenberg.com & @TheGrok
It’s Not the Tool, It’s How You Use It
      http://mo.am/21secrets 




                           © 1998 - 2011 BryanEisenberg.com & @TheGrok
Bryan Eisenberg
bryan@bryaneisenberg.com
Blog: www.BryanEisenberg.com
ClickZ.com Column:
ROI Marketing Since 2001
Twitter:
@TheGrok




                               © 1998 - 2011 BryanEisenberg.com & @TheGrok

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The Anatomy of the Perfect Landing Page

  • 1. Anatomy Of a Perfect Landing Page Presented by Bryan Eisenberg - @TheGrok A Paint By Numbers Approach to Increasing Your Conversion Rate © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 2. Most websites don’t have a TRAFFIC problem... However, every website has a CONVERSION problem! © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 3. • $56.8 billion will be spent this year on generating website traffic, but only 2%-3% of visitors will actually convert. Source: 2010 ZenithOptimedia © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 4. Why Settle for a 3% Conversion Rate? 1. Schwan’s 41.7% 2. ProFlowers 26.5% 3. Vitacost.com 24.0% 4. Woman Within 22.4% 5. Blair 20.5% 6. Lands' End 19.5% 7. Doctors Foster and Smith 18.6% 8. Office Depot 18.4% 9. Roaman's 18.4% 10. QVC 18.3% © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 5. Companies typically spend $92 to bring customers to their site. 92:1 But only $1 to convert them.   5 39 © 1999 - 2010 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 6. 4 variables most strongly correlated with improved overall conversion • Perceived control over conversion rates • A structured approach to CRO • Having someone directly responsible for CRO • Incentivising staff based on conversion rates © 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  • 7. Methods currently used for improving conversion rates © 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  • 8. The Hard Work Pays Off • Companies whose conversion rates have improved over the previous 12 months are using on average 26% more methods to improve conversion than those companies whose conversion rates have not improved. • Companies whose conversion rates have improved are using on average 50% more ways to segment their visitors and customers than those companies whose conversion rates have not improved. © 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  • 9. WebsiteTestingTools.com © 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  • 10. There is a Magic Formula © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 11. 30 Key Optimization Factors Planning WIIFM: What's in it for me? Unique Value Proposition/Campaign Proposition The Buying Decision Categorization Structure Usability Look and Feel Searchability Layout, Visual Clarity, and Eye Tracking Purchasing Tools Error Prevention Browser Compatibility Momentum Product Presentation Load Time AIDAS (Scent) Trust & Credibility Navigation / User of Links Product Selection / Categorization Up-sell / Cross-sell Calls to Action / forms Point of Action Security & Privacy Communication Persuasive Copywriting Content Headlines Readability Use of Color and Images Terminology / Jargon "We-We" Test (Customer-Focused Language) Features like reviews © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 12. The Conversion Trinity 1. Are you relevant to MY query? 2. Do I know WHY you are the right solution for me? 3. Is it obvious WHAT I need to do next? Call  to   Relevance Value Ac/on © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 13. Landing Page Guidelines © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 14. Relevance © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 15. Google Explains Relevance "We provide strong SCENT so users don't lose time," he said. "We take the text from the page that is relevant to the query, and include it in the summary… Advertisers are coming to the realization that ads must have a scent that the user will likely find useful." - Krishna Bharat, senior research scientist at Google Relevance © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 16. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 17. Where is The Landing Page Opportunity? © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 18. Victoria’s Secret is Scent © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 19. What is the Scent Quality? Brand Image Offer Category Product © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 20. Good Use of Scent © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 21. Even Better Use of Scent Brand Image Offer Category Product © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 22. Scent Cues Include • Trigger Words / Offers • Graphics • Color • Shape • Location © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 23. Geico Banner, Appeals to Who? © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 24. Landing Page Optimization Is Not Enough! © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 25. You Need to Look At All Customer Journeys & Processes © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 26. MESSAGE CONSISTENCY • Average conversion improvement range 5%-20% (As high as 100%)
  • 27. Do You Think You Should Treat These The Same? First Time Visitor vs Repeat Customer West Coast vs East Coast Local vs International Early bird vs Lunchtime vs late night browsers Technical feature creature vs. Price pouncer Brand/Model Searchers vs. broad category searchers Who Makes Up Your Segments? © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 28. “DVD Players” “Sony DVP-NS500V” “Compare DVD Players” © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 29. Personas Build Predictive Models 1.Simple Personas - include decision making styles, buying stages and some basic segmentation 2.Robust Personas - include Meyers-Briggs Type Indicator psychographic profiles, market research, © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 30. Eyetracking 4 Types: Jakob Nielsen http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/ © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 31. Competitive Patterned Behavior © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 32. Methodical Patterned Behavior © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 33. Spontaneous Patterned Behavior © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 34. Humanistic Patterned Behavior © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 35. A framework is only as good as what you do with it © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 36. Value © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 37. Call to Action © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 38. The Conversion Trinity In Action 1. Are you relevant to MY query? 2. Do I know WHY you are the right solution for me? 3. Is it obvious WHAT I need to do next? Call to Relevance Value Action © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 39. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 40. Boosted Sign-Ups by 52.8% Call to Relevance Value Action © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 41. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 42. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 43. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 44. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 45. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 46. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 47. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 48. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 49. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 50. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 51. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 52. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 53. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 54. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 55. The Conversion Trinity 1. Are you relevant to MY query? 2. Do I know WHY you are the right solution for me? 3. Is it obvious WHAT I need to do next? Call to Relevance Value Action © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 56. Don’t do Slice & Dice Optimization © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 57. Can You Spot The Differences? © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 58. They Test For Impact Not Variations © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 59. Opportunity Cost © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 60. Using Our Process • Spontaneous seek top sellers & new releases • Humanistics care about reviews • Methodicals find by genre • Competitives search by actor, title, etc. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 61. $25M Opportunity Gain “I asked the Eisenbergs to do a study of our web site… found something we had to fix immediately… We fixed it that night, and saw an immediate 5% lift in our sales. “Bryan and Jeffrey Eisenberg are #1 in the online conversion game and there is no #2.” - Patrick Byrne, CEO of Overstock.com © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 62. Optimize All You Want “We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein It’s Not About What but Why © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 63. 3 Types of Landing Pages Take an Action Fill Out a Form Link to Information © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 64. Main Landing Page Sections • Logo • Calls to action • Headline • Links • text • Buttons • graphical • Forms • Offer • Confidence Building • Descriptive copy • Testimonials • Bullet/block • Examples of users • List of key features • 3rd Party validators • List of key benefits • Link to more information • Product/Service Presentation • Template elements • Product image • Tours • Screen shots • Life-style images © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 65. Breaking Down Sections Logo Headline Product presentation Call to Action Offer Confidence building © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 66. Logo Links to More Information Headline Call to Action Offer Product presentation Template elements © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 67. Logo Template elements Headline Confidence building Call to Action Offer Call to Action Confidence Product presentation building Links to More Information Links to More Information Confidence building © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 68. Logo Template elements 5 Dimensions Headline • Relevance Product • Quality presentation Offer Call to Action • Location • Proximity • Prominence Links to More Information Confidence building © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 69. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 70. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 71. Not Good Quality Elements © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 72. Every Element Shows Quality © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 73. Location © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 74. Proximity Boosted Sign-Ups by 52.8% © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 75. Check Your Page in Gray Scale © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 76. Wirify.com © 1998 - 2011 Eisenberg Holdings, LLC & TheGrok
  • 77. Color Has Impact © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 78. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 79. Before HeatMap © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 80. Prioritize Actions 3 1 2 © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 81. © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 82. After HeatMap © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 83. Check Out The Gaze Order © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 84. Probability of Fixed Gaze Image created with 3M/VAS © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 85. 111% Increase in Conversions Made the call to action more prominent! © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 86. It’s Not the Tool, It’s How You Use It http://mo.am/21secrets  © 1998 - 2011 BryanEisenberg.com & @TheGrok
  • 87. Bryan Eisenberg bryan@bryaneisenberg.com Blog: www.BryanEisenberg.com ClickZ.com Column: ROI Marketing Since 2001 Twitter: @TheGrok © 1998 - 2011 BryanEisenberg.com & @TheGrok