Workshop given at Webgrrls NYC on May 21, 2013. Learn how to create effective landing pages for e-commerce or lead generation. Implement Google Analytics tracking for conversions and goals. Define your sales funnel and set testing goals. Create effective calls to action and learn about copywriting for the web.

1. LANDING PAGE
OPTIMIZATION
How to Create Effective Landing Pages

2. • Paolo Vidali
• Senior Digital Marketing
Strategist, DragonSearch
• IT, QA, Web Dev, e-Commerce,
PPC Marketing, CRO
• @PaoloRobot
WHO
AM I?

3. • Why Test
• How to Define Value
• How to Test
• Using Data to Make Decisions
• Your Action Plan
WHAT
ARE WE
TALKING
ABOUT?

4. • You can always do better
• If you’re not trying to get
better, you’ve just given up
WHY
TEST?

5. • Proposed Improvements
• Changes
• Desired Outcomes
DEFINE
GOALS

6. • Right Now
• Ideally
• Reality
• Your Feelings
WHAT’S
YOUR
SALES
FUNNEL?

7. • Statistics
• Data
• Analytics
• Metrics
• Overwhelming
• Important
DOES IT
TRACK?

8. DEFINING YOUR
VALUE PROPOSITION
You need to answer this fast, otherwise shut the shop down.

9. • Price
• Service
• Selection
• Quality
• Convenience
• Intellectual Property
WHAT
SETS
YOU
APART?

10. WHY
SHOULD
SOMEONE
TRUST
YOU?

11. WHAT &
WHEN
WILL YOU
DELIVER?

12. SEGMENT YOUR
AUDIENCE

13. DEMOGRAPHICS &
PSYCHOGRAPHICS
“Intent beats demographics and
psychographics. Always.”
–AvinashKaushik
“The data of consciousness have a very large
number of gaps in them; both in healthy and in sick
people psychical acts often occur which can be
explained only by presupposing other acts.”
– Sigmund Freud

14. RESPONSIVE VS MOBILE

15. CRAFT CONTENT FOR THE
AUDIENCE

16. USE PPC
TO TEST
PAGES

17. DATA DRIVES DECISIONS

18. • Understand your metrics
• Sample size 100+
• Be careful of percentages
STATISTICAL
SIGNIFICANCE

19. BELL
CURVES
• Mean is where highest single quantity lies
• Median is the average
• Most data within 3 standard deviations of the mean

20. • Is yours accurate?
• “I don’t know”
• Wrong answer
• Fix ASAP
ACCURATE
CONVERSION
MEASUREMENT

21. GOOGLE ANALYTICS
WALKTHROUGH

22. KEY METRICS AND REPORTS

23. Time on site Pages per visit
% New visitors Bounce rate
Goals Revenue
Exit Pages
ON-SITE FACTORS

24. • Location
• Device
• Browser/OS
• Domain/Provider
VISITOR
FACTORS

25. SETTING UP A GOAL

26. • 2.0% for e-Commerce
• 8.0% for Lead Generation
• 2 in 100
• 8 in 100
TYPICAL
CONVERSION
RATES

27. • Pick your metric
• Focus
• Date ranges
• Coffee
HOW TO ANALYZE DATA

28. APPROACHING
PAGE LAYOUT

29. CONTACT
INFO

30. BE
ABOVE
THE
FOLD

31. DON’T MAKE
VISITORS
SEARCH FOR
THE END

32. • Accessibility
• Jumping Out
CONTRAST &
GRAYSCALE

35. BEWARE OF
TEMPLATES

36. WHY NATIONAL BRANDS
WON’T WORK FOR YOU

37. DO NOT COPY YOUR COMPETITORS

38. A OR B ORMVT ?

39. Either/Or This/That

40. MVTMultivariate testing: all iterations

41. MAKING
WIREFRAMES

42. BALSAMIQ
LUCIDCHART
LOVELY
CHARTS
MOCKFLOW

43. DA
BUTTON
FACTORY
• Color
• Size
• Call to action
MAKING BUTTONS

44. SOURCING IMAGES

45. • Don’t go generic!
• Hire a pro if you can
• Use people wisely
SXC.HU
PIXABAY.COM

46. • Where is the gaze?
• Does it look stock?
• Good lighting
• Use your real team
SELECTING
QUALITY
IMAGES

47. IMPORTANCE OF PRODUCT PHOTOS

48. FORM DESIGN
FOR LEAD GEN

49. MOST IMPORTANT FORM ELEMENTS

50. REQUIRED
FIELDS &
NUMBER
OF FIELDS

51. • Is your form trackable?
• Say No to iFrames
FORMSTACKWU
FOO GRAVITY
FORMS

52. USING LOGOS

53. CAPTCHA
AND
SPAM
Don’t captcha it… use a honeypot!

54. E-COMMERCE
LANDING PAGES

55. LANDING PAGES WITH
PRODUCTS

58. TOO
MANY
OPTIONS

59. DON’T PITCH TOO SOON

60. REMOVE THE BARRIERS

61. • Foregone conclusions
• Retargeting
COMPARISON
SHOPPING &
ABANDONMENT

62. Reason for Online Shopping Anxiety
• Need to see or touch the item before
purchasing (37%)
• Cost of delivery too high (36%)
• Concerns about quality or freshness of
a product (26%)
• Ease of returning the item (20%)
SHIPPING &
COUPON
OFFERS
Alix Partners
May 2012

63. • Image rotate and zoom
• Flat rate or free shipping
• Trust logos & real guarantees
• Clear returns & service
policies
HOW DO
WE FIX
THIS?

64. OK, NOW LET’S MAKE
GREAT CONTENT

65. 1. Get to the Point
2. You can be funny
3. Use the thesaurus
4. Get excited about it!
5. Never leave someone
hanging
PERSUASIVE COPYWRITING

66. TESTIMONIALS

67. WRITING
HEADLINES

68. • Incentivize
• Persuade
• Declare
CALLS TO
ACTION
(CTA)

73. LIVE LANDING
PAGE CRITIQUES!
Let the battle… begin!

74. OK LET’S FIX IT.
Well that was interesting…

75. TESTING TOOLS

76. • Let’s do a live demo!VISUAL
WEBSITE
OPTIMIZER

77. OPTIMIZELY
UNBOUNCE
GOOGLE
CONTENT
EXPERIMENTS

78. CRAZYEGG
CLICKTALE

79. USER
EXPERIENCE (UX)
Jakob Nielsen’s Alertbox>>www.nngroup.com/articles

80. SURVEYING • Searching for data that’s right
in front of you

81. • Draft your survey questions
• Set a delay
• Read results daily
KAMPYLE
ETHNIO
QUALROO
SURVEYMONKEY

82. MAKE YOUR
ACTION PLAN

83. 1. IDENTIFY
A valuable converting page

84. 2. ANALYZE
What could be improved

85. 3. BACK UP
Hypotheses with data

86. 4. DECIDE
What to test, and A/B or MVT

87. 5. PICK
A testing tool

88. 6. CREATE
New content and design

89. 7. DEPLOY
Test and wait

90. 8. ANALYZE
Results, implement changes or re-test

91. 9. TREAT
YOURSELF
To dinner with the money you just made

92. FURTHER LEARNING
1. Which Test Won
2. Blogs (CrazyEgg, Optimizely)
3.Webinars (Tim Ash & Site Tuners)
4.Conversion Conference (Boston Oct 2013)

93. THANK YOU KINDLY.
www.dragonsearchmarketing.com/blog
Twitter.com/PaoloRobot
paolo@dragonsearch.net