Killer Landing Page Design: How to Turn Your Site's Traffic into Paying Customers

KILLER LANDING PAGE DESIGN
How to Turn Your Site’s Traffic into Paying Customers

© Indie Game Girl | Build Adoring Fanbases with Marketing | www.indiegamegirl.com

EMMY
JONASSEN
Founder, Indie Game Girl
@IndieGameGirl
emmy@indiegamegirl.com
www.indiegamegirl.com

Hi, I’m Emmy!
I help indie game developers
build adoring fanbases with
free marketing instruction.


WHAT IS A LANDING PAGE?
A website page with one purpose: to
convert visitors into customers.


AN EXAMPLE
by Campaign Monitor
•  Placement of one
clickable button makes
intended action obvious


ANOTHER EXAMPLE
by American Bullion
•  Ditto, but with a form in
addition to one clickable
button


FACT
Average landing pages convert between
5% to 15% of visitors.

- HubSpot


FACT
Killer landing pages convert between 35%
to 50% of visitors.


IMPORTANT TERMINOLOGY
Relevant marketing you need to know.


FOLD
An invisible line on a web page that
separates visible content from content visible
only after scrolling. Usually, the fold is
600 pixels from the top of the page.


CALL-TO-ACTION BUTTON (CTA)
A button on your landing page that
solicits the intended action from the visitor.
E.g., buy or download.


CONVERSION RATE (CVR)
The percentage of landing page visitors
who perform the page’s intended action.
E.g., buy or download.


CRITICAL LANDING PAGE ELEMENTS
What you need (and don’t need) to create a winning design.

NAVIGATION
Best Practices:
1.  Remove navigation
completely
2.  Keep company logo in
the top left as the only
navigable item

- Landing page design by Dawn of Play


SOCIAL SHARING ICONS
Best Practices:
1.  Make it easy for visitors
to share your page with
their social network,
A.K.A., free marketing
2.  Include at least
Facebook, Twitter,
LinkedIn, Google+ and
email sharing options

- Landing page design by Owlchemy Labs


STRONG HEADLINE
Best Practices:
1.  Make your headline
relevant to your
audience by using it to
communicate your
game’s primary benefit
2.  Keep it short and clear



CTA BUTTON
Best Practices:
1.  Make your CTA button
stand out from the rest
of the page using color,
size, shape and white
space
2.  Use action verbs

- Landing page design by Goodhustle Studios, Inc.


TRAILER VIDEO
Best Practices:
1.  Keep your trailer to 90
seconds or less
2.  Use an attentiongrabbing intro and
music/sound effects to
set the mood
3.  Show in-game footage
and reviews (if possible)
4.  Point the ending CTA to
your lander’s CTA button


SCREENSHOTS
Best Practices:
1.  Treat screenshots like
art: make them at a high
resolution, with beautiful
composition, well lit and
capture an engaging
scene
2.  Include at least five
screenshots
3.  Add text to screenshots
to give context


BULLETED BENEFITS LIST
Best Practices:
1.  List benefits, NOT
features
2.  List benefits in a
bulleted list, rather than
a paragraph of text
3.  Keep bullets clear,
relevant and short

- Landing page design by Goodhustle Studios, Inc.


TESTIMONIALS & REVIEWS
Best Practices:
1.  Include player
testimonials and/or site
reviews
2.  Use photos and/or logos
representing each
testimonial and/or
review to add a touch of
personalization or brand
recognition



CONTACT & PRESS KIT FOR THE MEDIA
Best Practices:
1.  Make it easy for the
press to contact you
and/or get the info it
needs to write about
your game with contact
and press kit buttons/
links

- Landing page design by Cloud Kid


OTHER CONSIDERATIONS
Additional factors that matter.


What to Keep Above the Fold:
1.  Logo
2.  Social sharing icons
3.  Headline
4.  Trailer video
5.  CTA button
6.  Screenshots (partially)


Other Factors that Inﬂuence Conversion:
1.  The word “free”
2.  Number of fields in registration forms
3.  Security icons/badges


ASSIGNMENT

Applying what you learned to a real-world example.

Landing Page Assignment:
1.  Form teams of three people.
2.  Select 1 member’s landing page to use for this assignment.
3.  Using the best practices reviewed and paper/markers
provided, sketch out how you would revise the landing
page you selected.
4.  You will have 30 minutes to complete this task.
5.  Each team will have 10 minutes to present its current
landing page and revised design. Be sure to explain your
reasoning behind each design change.


A/B TESTING

The secret to optimizing your landing page.

WHAT IS A/B TESTING?
A simple way to test changes you make to
your landing page against the current
design and determine which changes
produce positive results.


How to Correctly Perform A/B Tests:
1.  Publish your landing page variations
2.  Push an equal amount of traffic to each variation
3.  Measure each variation’s performance over the same
period of time
4.  Implement your winning variation
5.  Repeat
Quick Tip
Check out Optimizely for an
awesome and affordable A/B
testing solution.


Five Critical A/B Tests:
1.  CTA button
2.  Headline
3.  Layout and style
4.  Pricing and promotional offers
5.  Trailer video and screenshots


CTA BUTTON TEST
Color
Download Now

vs

Download Now

Placement
Download Now

Verbiage
Download Now

Free Download

Size
Download Now

vs

vs

vs

Download Now


Download Now

HEADLINE TEST
Benefit
Get 60 hours of real-time strategy fun.
Loss Aversion
Get 60 hours of real-time strategy fun right now.
Question
Do you want to get 60 hours of real-time strategy fun?


LAYOUT AND STYLE TEST
Option A

Option B


PRICING AND PROMOTIONAL OFFERS TEST
Option A

Option B

Buy Now $9.99

Buy Now $4.99

Buy Now $9.99

Buy Now $9.99
Today o
n


ly

$4.99

TRAILER VIDEO AND SCREENSHOTS TEST
Option A

Option B

Trailer
(version 1)


Trailer
(version 2)

THANK YOU!
For more free, step-by-step
marketing instruction, visit
indiegamegirl.com.

Happy marketing!


Killer Landing Page Design: How to Turn Your Site's Traffic into Paying Customers

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Killer Landing Page Design: How to Turn Your Site's Traffic into Paying Customers