Make more money with better landing pages

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This presentation outlines what makes a better landing page to enable your business to make more money. If your business doesn't create online revenue then the same methods and tactics will help improve stickiness and engagement.

Business Technology

@georgeioannou | @digitalandwise
Make More Money With
Better Landing Pages
George Ioannou
Head of Agency

@georgeioannou | @digitalandwise
What we’re going to cover…
• What is a landing page?
• Importance of landing pages
• What makes a great landing page?
• Fulfill the promise
• Measuring and reporting
• Trust nothing, test everything
• Some examples
• Handy tools

@georgeioannou | @digitalandwise
What is a landing page?
• Sometimes known as a "lead
capture page" or a "lander”
• Displaying a logical extension
of the advertisement, search
result or link.
• Linked to from:
– SEM
– Social Media
– Email Campaigns
• Converts site visitors into sales
or leads.

@georgeioannou | @digitalandwise
Ten Key Landing Page features
Source [ Kiss Metrics ]

@georgeioannou | @digitalandwise
Create a Landing Page that
C.O.N.V.E.R.T.S.
= Clear Call to Action
= Offer
= Narrow Focus
= Very Important Attributes
= Effective Headline
= Resolution-Savvy Layout
= Tidy Visuals
= Social Proof
Source [ Kiss Metrics ]

@georgeioannou | @digitalandwise
Fulfill the Promise
• Show what it says on
the tin
• Keep consistency and
confirm expectations
• Would you buy from
you?
• Be specific
• Show your USP

@georgeioannou | @digitalandwise
Measuring & Reporting
• Leads/conversion
• Bounce rate
• Campaign channel
effectiveness
• Visits
• Pages per visit
• Average visit duration
• % new visits

@georgeioannou | @digitalandwise
Trust Nothing, Test Everything!
• Don’t depend on
expertise
• Start A/B and
Multivariate testing
– Test multiple landing
page layouts
– Optimize
content, special offers
etc
– Segment and Target

@georgeioannou | @digitalandwise
SOME EXAMPLES

@georgeioannou | @digitalandwise
Spotify

@georgeioannou | @digitalandwise
Waitrose

@georgeioannou | @digitalandwise
HANDY TOOLS

@georgeioannou | @digitalandwise
Handy Tools
• Google Tools
• http://www.google.com/
Too many features to mention!

@georgeioannou | @digitalandwise
Handy Tools
 Loop11
 www.loop11.com
 Create professional
usability tests in
minutes
 Conduct remote user
testing
 See the results of your
user test online –
instantly.

@georgeioannou | @digitalandwise
Handy Tools
 Clicktale
 www.clicktale.com
 Visitor recordings
 Mouse movement
heatmaps
 Attention heatmaps
 Click heatmaps

@georgeioannou | @digitalandwise
Handy Tools
• Five Second Test
• http://fivesecondtest.com/
 UI feedback
 Fine tune design
 Extracts the frequent
keywords places in to graph

@georgeioannou | @digitalandwise
Trust Nothing, Test Everything!

@georgeioannou | @digitalandwise
Thanks for listening! Next…
Follow us @digitalandwise
Read our blogs at www.digitalandwise.com
Email us at info@digitalandwise.com
Even better come and visit us on stand A215
Thank you for listening
@georgeioannou
http://www.linkedin.com/in/georgeioannou

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1. @georgeioannou | @digitalandwise Make More Money With Better Landing Pages George Ioannou Head of Agency

2. @georgeioannou | @digitalandwise What we’re going to cover… • What is a landing page? • Importance of landing pages • What makes a great landing page? • Fulfill the promise • Measuring and reporting • Trust nothing, test everything • Some examples • Handy tools

3. @georgeioannou | @digitalandwise What is a landing page? • Sometimes known as a "lead capture page" or a "lander” • Displaying a logical extension of the advertisement, search result or link. • Linked to from: – SEM – Social Media – Email Campaigns • Converts site visitors into sales or leads.

4. @georgeioannou | @digitalandwise

5. @georgeioannou | @digitalandwise Ten Key Landing Page features Source [ Kiss Metrics ]

6. @georgeioannou | @digitalandwise Create a Landing Page that C.O.N.V.E.R.T.S. = Clear Call to Action = Offer = Narrow Focus = Very Important Attributes = Effective Headline = Resolution-Savvy Layout = Tidy Visuals = Social Proof Source [ Kiss Metrics ]

7. @georgeioannou | @digitalandwise Fulfill the Promise • Show what it says on the tin • Keep consistency and confirm expectations • Would you buy from you? • Be specific • Show your USP

8. @georgeioannou | @digitalandwise Measuring & Reporting • Leads/conversion • Bounce rate • Campaign channel effectiveness • Visits • Pages per visit • Average visit duration • % new visits

9. @georgeioannou | @digitalandwise Trust Nothing, Test Everything! • Don’t depend on expertise • Start A/B and Multivariate testing – Test multiple landing page layouts – Optimize content, special offers etc – Segment and Target

10. @georgeioannou | @digitalandwise SOME EXAMPLES

11. @georgeioannou | @digitalandwise Spotify

12. @georgeioannou | @digitalandwise Spotify

13. @georgeioannou | @digitalandwise Spotify

14. @georgeioannou | @digitalandwise MADE

15. @georgeioannou | @digitalandwise Apple

16. @georgeioannou | @digitalandwise Waitrose

17. @georgeioannou | @digitalandwise HANDY TOOLS

18. @georgeioannou | @digitalandwise Handy Tools • Google Tools • http://www.google.com/ Too many features to mention!

19. @georgeioannou | @digitalandwise Handy Tools  Feng-GUI  www.feng-gui.com  Optimise layouts  Identify weak spots & improve performance  Location of brand and branding effectiveness

20. @georgeioannou | @digitalandwise Handy Tools  Loop11  www.loop11.com  Create professional usability tests in minutes  Conduct remote user testing  See the results of your user test online – instantly.

21. @georgeioannou | @digitalandwise Handy Tools  Clicktale  www.clicktale.com  Visitor recordings  Mouse movement heatmaps  Attention heatmaps  Click heatmaps

22. @georgeioannou | @digitalandwise Handy Tools • Five Second Test • http://fivesecondtest.com/  UI feedback  Fine tune design  Extracts the frequent keywords places in to graph

23. @georgeioannou | @digitalandwise Trust Nothing, Test Everything!

24. @georgeioannou | @digitalandwise Thanks for listening! Next… Follow us @digitalandwise Read our blogs at www.digitalandwise.com Email us at info@digitalandwise.com Even better come and visit us on stand A215 Thank you for listening @georgeioannou http://www.linkedin.com/in/georgeioannou

Editor's Notes

Good afternoon Everyone. Thanks for coming to my talkHopefully there’s something here for everyone
Maintain relevanceSpeed is keyMake sure your tone and language match your target audiencePage should make sense and catch attention in a matter of secondsGet rid of distractionsPeople will bounce if your landing page doesn’t match the ad – so that is the waste of your money and your users timeLanding pages are better than taking users to the homepage – don’t make them click to find the info you have promised, make it easy

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