1. Chapter 7: Landing Page Optimization

2. Chapter Objectives Identify the various types of landing pages. Design a landing page that makes effective use of colors, trust symbols, buttons, images, and forms.

3. Technical Terms Website Conversion – Conversion Rate Optimization=(Total Conversions/Total Site Visits)*100=Conversion Rate – Example: (100 Conversions/8,000 Site Visits)*100=1.25% Conversion Rate – Goal is to decrease the bounce rate and shopping cart abandonment to improve conversion rates Landing Page=first webpage that a visitor to a site sees (home page, product page, or a stand-alone page created to be a destination for an ad) A/B Tests & User Experience Tests: used to ensure sites are clear and easy to use to ensure a seamless experience

4. Subscription Sites Earn money through: – free subscriptions that drive repeat traffic that help generate ad revenue – both subscription fees and ad revenue Subscription sites often use a pop-up window as a call-to-action inviting the visitor to subscribe -Some of these cases include subscribing to receive new content (e-mails, videos, blog posts, articles or infographics)

5. Subscription Sites

8. Long Copy Landing Pages These landing pages can work well for: High-priced items Health and fitness products Industries where the market is skeptical Highly-competitive industries New items or technologies and unknown services

9. Long Copy Landing Pages Best practices: Main call-to-action in the upper-fold (portion of the website that can be seen without having to scroll down) Repetition of the call-to-action as the user scrolls down Engaging content Varying content (could include video, images, specs, trust symbols, testimonials) Common design theme throughout Professionally developed content

10. Ford’s Long Copy Landing Page Scroll 1 Scroll 2

11. Ford’s Long Copy Landing Page Scroll 3 Scroll 4

12. Single Product Landing Pages Here are some key elements: Product image Unique value proposition (UVP) Call to action How to proceed Familiar color scheme & logo All of the above should be in the upper-fold

13. Single Product Landing Pages

14. Multi-product Landing Pages Challenge is finding the best way to display products without overload -Prioritize by best sellers and products with the highest margin -Include product search feature to make it easier to find a specific product

15. Lead Generation Landing Pages

16. Elements of Landing Pages Navigation (Navigation Bar needed on some sites for organization) Colors-consistent color scheme of brand (Call-to-Action can include different colors to draw the eye’s attention) Buttons-visual and easier to use (especially on mobile format) *Make sure they look like buttons so visitors will click them Images-can increase a visitor’s desire to move forward Trust Symbols-symbol, icon, image or small statement communicating to the user that the site is legitimate Forms-available for visitors to to fill out an e-mail form Phone Numbers-prominently positioned in the upper fold *Do not include unnecessary distractions

17. Trust Symbol Examples Other trust factors: professional photos, high-quality design, guarantees (shipping, service), accessible return policies, accessible privacy policies, secure payment gateway with icons, brand recognitions & awards, testimonials, client logos, pictures of customers, video demonstrations, logos & links to affiliate companies, contact information, detailed product information, positive publicity, and social media presence

18. Best Practices for Form Optimization 1.Remove unnecessary form fields 2.Set the cursor so that it is already flashing in the first form field 3.Frame the form so that it stands out on the page 4.Use a call to action that incentivizes the user to complete the form 5.Include a note that the form won’t take long to fill out 6.Add an image or message reminding visitors what they get as soon as they complete the form 7.Make a submission button that stands out 8.Test different layouts of form fields 9.When a form is complete, be sure a thank you/confirmation message or page appears 10.Use browser cookies to auto fill appropriate fields for repeat visitors 11.Position forms in the upper fold on lead-generation landing pages

19. Other Tips for Conversion Price discounts Promotions One-day sales to create deadline urgency New products Streamlined payment process Shipping specials Improved product information Information that easily compare products and services Improved navigation and filtering Good site search Good product reviews Good product images Continue to test variations on your website to find out what leads to the highest conversion rate

20. Which Test Won? Version A – No Icons in Navigation

21. Which Test Won? Version B – Icons in Navigation

22. A/B Testing Proves What Works Version B received a 90.2% increase in clicks to category pages. When egos get in the way, and you can’t decide on a minor design elements, perform an A/B test to see what works. You can’t argue with the numbers. Remember: Bosses love data-driven decisions.