The document discusses five ways to increase landing page conversion rates based on research from surveys, lab tests, and case studies. The top five methods are: 1) Using dynamic page elements. 2) Testing registration forms. 3) Testing creative elements like images and buttons. 4) Optimizing pages for SEO. 5) Redesigning pages for mobile users. Regular testing of landing page variations and measuring outcomes is important for optimization.

1. Top 5 Ways to Increase Landing Page Conversion Rates Scott Miller President & Founder Vertster April 22nd, 2008 Stefan Tornquist Research Director MarketingSherpa

2. Data Sources 1. Surveys of over 6,000 Marketers 2. Surveys of End Consumers & Biz Execs 3. Lab & Usability Tests 4. Research Partnerships 5. Sherpa Exclusive Case Studies – 800+ Research Drawn From :

3. The Landing Page Funnel © 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you. Visitors who briefly glance at the page then click away… average time spent: 4 seconds. Visitors who give the page a chance, but click away. Visitors who start to convert, but don’t finish. Conversions Incoming visitors to your landing page Research Drawn From :

4. The Landing Page Funnel © 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you. Visitors who briefly glance at the page then click away… average time spent: 4 seconds. Visitors who give the page a chance, but click away. Visitors who start to convert, but don’t finish. Conversions Incoming visitors to your landing page Research Drawn From :

5. Landing Page Tests That Work © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. Conversions Tests Conducted Better Holding steady Worse PPC Search Dynamic Changes 68.2% 12.0% 9.2% Registration forms tweaked 62.9% 14.3% 9.8% Creative elements tested 61.0% 14.1% 11.0% SEO-landings optimized 60.1% 13.6% 11.6% Mobile email clicks optimized 56.2% 12.8% 7.9% None of the above 20.9% 12.4% 20.2% Research Drawn From :

6. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. #1. Dynamic Page Elements Research Drawn From :

7. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. #2. Registration Form Tests Research Drawn From :

8. Buttons Research Drawn From :

9. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. #3:Creative Elements Creative Rule of Thumb: Make eyeflow easier …reduce friction Research Drawn From :

10. Tracking Eyeflow Research Drawn From :

11. Tracking Eyeflow Research Drawn From :

12. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. Eyeflow and Typeface Oh and by the way, if your type is colored anything but black (and blue for hotlinks) people will have a harder time reading it. This is a Verdana 12, bigger than that used on most sites, in a dark gray. Very popular in the blog world. Why do art directors love white type on a black background so much? Is it because they don't read words on the page so they don't expect anyone else to either? Unfortunately, conversions require more than hip-looking graphics. Ok, sometimes hip graphics work. Can you read this typeface? Sure, but only because it’s blown up in PowerPoint. The average person over 40 won’t have an easy time in the real world. Yet it’s still one of the most popular font/size combinations online – Verdana 10pt. Hello and welcome to my lovely headline, which might impress you tremendously except for the fact that it's centered, so no one can read it . Research Drawn From :

13. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. #4. SEO Landings Optimized Research Drawn From :

14. Only 19%, but… #5. Re-Design for Mobile Research Drawn From :

15. Re-Design for Mobile © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. Research Drawn From :

16. Mobile Version © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. Research Drawn From :

18. Biggest Tip: Measure Landing Pages Based on Final KPIs (Not Interim Clicks) Alternate LPs Tested August 2007 © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. Research Drawn From :

19. Results: Winner © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. Research Drawn From :

20. MarketingSherpa Second Edition Landing Page Handbook For instant download plus printed copy: (and we’ll Priority Mail you a printed-and-bound copy within 24 hours) Special Vertster Offer Save $100 When You Download Your Copy Instantly

21. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

22. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

23. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

24. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.