Anatomy of a High Converting landing page

© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok

Anatomy Of a Perfect Landing Page

Presented by

Bryan Eisenberg

http://www.BryanEisenberg.com@TheGrok

http://www.BryanEisenberg.com

© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData

bryaneisenberg.com

Bryan Eisenberg [email protected]

@TheGrok

!


http://tr.im/mmsc3

mailto:[email protected]


We'll here over and over again that digital marketing is all about relevance. Too often we try to peg people into overly generalized buckets.



92:1Companies typically spend $92 to

bring customers to their site.

But only $1 to convert them.

© 1999 - 2010 Tealeaf Technology, Inc. All rights reserved. Confidential and Proprietary.

One main reason for that is that most peoples' budgets are focused exclusively on driving traffic and spend very little on the activities that would help optimize the experience for visitors and increase conversion rates.



What percentage of your total marketing budget is allocated to optimization activities?

includes agency fees, professional services, technology - source eConsultancy 4/2013

The most successful companies are budgeting significant portions of their budget on optimization activities.



Most websites don’t have a TRAFFIC problem... !

However, every website has a CONVERSION problem!

If your website doesn't have enough visitors then there are tons of options where you can pay to drive more traffic, but how many websites do you know that have 100% conversion? 90%? 80%? 50%? So obviously there is room to improve conversion rates.



All purpose flour

Water

Yeast

Salt

The thing is online we all create our pages out of the same ingredients (HTML, java, etc) just like we can take the same ingredients for dough but the final product can vary from play dough to bagels, French bread, etc. all based on our skills and intention.



Type to enter textCopywriting Testing & Experimentation Search Marketing Social Media Design & Layout

Psychology, Human Behavior & Persuasion Marketing & Branding Sales Presentation Usability & User Experience Information Architecture Business & Web Analytics

The other thing that influences the final product from those ingredients is the tools, biases and preferences we bring to it. Digital marketing needs a mix of all of these to do it well.



Who Gets To make business decisions?

The Answer

Shouldn’t Surprise You

All to often the final product isn't even what we actually intended gets changed by those responsible for implementation like designers or IT folks.



It’s A Journey, NOT A DestinationConversion rate is a measure of your ability to persuade visitors to take the action you want them to take.

!

It's a reflection of your effectiveness and customer satisfaction. For you to achieve your goals, visitors must first achieve theirs. !

Bryan Eisenberg, ClickZ 2001

“ “

Let's understand some fundamental about online marketing, our job is to understand our potential customer's journey, map it out and deliver them the correct waypoints in their journey and stage of their process to help advance them towards the purchase. We are successful when their experiences along the way exceeds their expectations. We need to plan for their journey from step one to post conversion and consumption.



Landing Page Optimization!

Let's look at this example. This is a well done banner and landing page. We can tell they are part of the same brand and campaign. However, it sets expectations and when we click through from here where do we go?



The Entire Customer Journey!

This is where the experience was broken by a BPU- business prevention unit. This experience is not seamless and doesn't flow.



Google Explains Relevance"We provide strong SCENT so users don't lose time," he said. "We take the text from the page that is relevant to the query, and include it in the summary…

Advertisers are coming to the realization that ads must have a scent that the user will likely find useful."

- Krishna Bharat, senior research scientist at Google

It breaks the fundamental concept that information architects and UX people understood since 1995 when Dr Ed Chi from Xerox Parc explained in Wired magazine about the concept of "Scent" online. He explained that people in cyberspace are "information foraging animals."



Customers online are like beagles (some kind of hound) that are trying to track down something to fill their needs, desires and wants, but we get easily distracted by "squirrels."



Eisenberg’s Hierarchy of Optimization

UX

Personas

(aggregate)

(segment)

Meeting scent in the customer experience sits somewhere between usability and intuitive in the heirarchy of optimization and so many campaigns don't provide good scent along the full journey and it is costing companies a fortune.



Experience Doesn’t Always Meet Needs!

Online retailers have lost over $44 billion due to transaction problems on their site!?!

!

I don't know how much but Tealeaf discovered that retailers lost over 40 billion dollars just from transactional or what we would call functional and accessible errors on websites, the lowest levels on the heirarchy. We can't even begin to imagine how much is lost because we fail to persuade people.



Personas are composites

We do that either by understanding the individuals when they come to our website and can personalize the experience like an Amazon (if we have a lot of data) but at a minimum we need to market to personas and persona-like the experience.



Will you drown in average?

Each segment that was brought in by an individual marketing effort has different, sometimes intersecting, occasionally opposing scenarios (persuasion paths) based on their. . .

Purchase Preferences knowledge

needs motivation

You can drown trying to cross a river with an average depth of 3 ft and most marketing is still focused on trying to satisfy an average customer and we aren't speaking to our customers needs.



Segments, Sub-Segments & More

Interests Demographics Psychographics Source Behavior Interaction Buying stage Economic value Social Johari model Compexogram

Personas are made up of "self-selected" segments and sub-segments.



*Experian & SEO Moz, 2013

in lost revenue

Hundreds

search queries are long-tail*

Websites Have A Big Problem

7 out of 10

Millions

of ways to describe them

44

627 possible long-tail queries for iPhone 5 case

We can recognize those segments by the long tail keywords we see people use.



99.6%

75.5%

89.3%

Missed targets

Bounced visits

Failed to persuade

Searchers’ Journey through your Funnel

So we need to flip our funnel and think differently about our metrics. Ad impression that people don't click on are missed targeting that we didn't understand our audience. Clicks that send people to our website and they bounce off with out clicking through another page shows where we failed to satisfy our audience scent needs. Those who clicked and didn't convert we failed to explain our value and persuade them that we are the best option to fill their needs.



Where is The Landing Page Opportunity?

This is where landing pages should exist. Someone like Amazon has over 300 million landing pages and that is why they keep showing up. Most companies don't develop more than a dozen or so active landing pages.



First Map Stage then the Scenario Narrative

Stage Action

Early/Awareness ?

Mid/Consideration - Preference

?

Late/Purchase Setup an Account

Post-Lead Launch Campaign/Consumption

Where do you build landing pages, first map out your customers journey and break it out by stage. For each stage map out what waypoints and actions you think they might want to take and plan pages around those.



Keywords, Questions and the Buying Cycle

Or you can map them by the keywords and questions they have at each stage. This should help you find dozens if not hundreds of landing pages you are going to create.


© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok20

Keywords Don’t Fail to Convert...You do! Tweet

This way you will stop blaming keywords or campaigns you launch for failing when in fact they fail because your landing page or website failed to convert them.


© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok25

We End It At the Landing Page

So let's stop landing them in the wrong place.



We take those funds that might otherwise be used to shout about our service, and put those funds instead into improving the service. That's the philosophy we've taken from the beginning.

If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.

4 Pillars to Amazon success Customer Centricity Continuous Optimization Culture of Innovation Corporate Agility

“Jeff Bezos - A Long Term Investment

Amazon wouldn't do it and you shouldn't either. They understand how important it is to bring you exactly to where you want to be. In fact, in 2004 they built a technology that automated their page search. However, it did it backwards to the way most of us do things. It starts with the landing page, then chose the keywords relevant to the page and then wrote the ads that would drive people to the page and then optimize it from there continuously. You can mimic that by pointing your landing pages with a word cloud tool and seeing what keywords bubble up.



Invest in Customer Experience

Average Market Capitalization Growth Top 50 Brands CAGR 2001-2004

Source: Interbrand, Marketing Leadership Council analysis

So invest in the customer experience and you will see wild gains.



Scott Cook, Founder of IntuitThe role of today’s leadership is to “remove the speed bumps in the experimenters’ way!”

These include:

• Technological limitations imagined and real

• Legal limitations imagined and real

• Organizational culture

Landing pages are the place where you launch experiments. Last year Amazon performed over 1900 experiments. How many will you do if you get rid of the speed bumps.


http://www.bryaneisenberg.com/technology-should-support-your-goals-not-slow-you-down/

© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData 34

If you double the number of experiments you do per year you’re going to double your inventiveness.

– Jeff Bezos“If Amazon was doing over 200 a tests at a given time since 2004, how many more learnings have they had than you?

How agile are you?



From John Gagnon & Ping Jen

19

Because Bing Ads' quality score is established after the fact, it isn't used directly to determine your bid and your ad rank. We generate quality score to help advertisers identify improvement opportunities. !

!

!

!

!

Many people think that landing page relevance is between your keyword and your landing page. It's actually based on the search query your keywords trigger.

No problem No problem No problem

Poor No YesPoor Poor

Quality Score 1 to 5 QS=6 QS=7 to 10

Landing Page UX

Landing Page Relevance

Keyword Relevance

Your KW CTR > Marketplace Avg.

CTR

““

Even the search engine tell us how important it is to match the landing page experience to the actual search query people use.



Optimize All You Want

!

It’s Not About What, but Why!

“We can't solve problems by using the same kind of thinking we used when we created them.” - Albert Einstein

So stop thinking about your testing landing pages about changes buttons and simple things, learn to meet the needs of your customers "whys".



Don’t Write an Ad… Your Landing Page Can’t Cash



There is a Magic Formula

In 2005 when we published our first New York Times Bestselling book, Call to Action we told people about the 1100 variables that impact conversion but that is to complicated to scale. This was after focusing on conversion since the mid 90s and thousands and thousands of experiments.



30 Key Optimization FactorsPlanning WIIFM: What's in it for me? Unique Value Proposition/Campaign Proposition The Buying Decision Categorization !Structure Usability Look and Feel Searchability Layout, Visual Clarity, and Eye Tracking Purchasing Tools Error Prevention Browser Compatibility !Momentum Product Presentation Load Time

AIDAS (Scent) Trust & Credibility Navigation / User of Links Product Selection / Categorization Up-sell / Cross-sell Calls to Action / forms Point of Action Security & Privacy !Communication Persuasive Copywriting Content Headlines Readability Use of Color and Images Terminology / Jargon "We-We" Test (Customer-Focused Language) Features like reviews

By 2008 we simplified it to 30 main variables but that is still even to complicated to scale from a landing page experience.



The Conversion Trinity

Relevance Value CTA

So about 5 years ago we came up with the Conversion Trinity. We can apply this ads and landing pages as well. You must focus on always improving the relevance of the page or ad to the visitor, increase their perception of the value expressed and your offer and making sure they understand what action they need to take next and that you help them build the confidence to take that action by closing the loop by addressing their possible objections.



Always An Audience Of One

Write to please just one person. If you open a window and make love to the world, so to speak, your story will get pneumonia. – Kurt Vonnegut !Keep that in mind as you want to increase relevance.



Personas To Build Predictive Models Simple Personas - include decision making styles, buying stages and some basic segmentation Robust Personas - include Meyers-Briggs Type Indicator psychographic profiles, market research, competitive analysis and detailed segmentation

It helps to use personas so you can write to one persona at a time.



Eyetracking 4 Types: Jakob Nielsen

http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/

There is plenty of evidence that shows how different people are even after looking at the same page. Each persona or type of person will interact with the page in their preferred way.


http://www.grokdotcom.com/2007/09/05/eyetracking-heatmaps-gaze-plots-oh-my/


But What Are the Ingredients?

So what are the ingredients and secret formula for creating a successful landing page.



10 Main Landing Page SectionsLogo Headline/UCP

text graphical

Offer Descriptive copy

Bullet/block List of key features List of key benefits

Product/Service Presentation Product image Tours Screen shots Life-style images

Calls to action Links Buttons Forms

Confidence Building Testimonials Examples of users 3rd Party validators

Contact Information

Link to more information

Template elements

Almost all high converting landing pages have these 10 elements.



Breaking Down SectionsLogo

Call to Action

Headline

Product presentation

Confidence building

Offer

So we take a page and overlay it to find which elements are there and objectively which aren't and we know how we can optimize the page by adding in the missing pieces.



Logo

Call to Action

Headline


Links to More Information

Offer

Template elements

You can do this to any page.



Logo

Call to Action

Headline

Offer



Confidence building

Template elements

Confidence building

Call to Action


Confidence building

Contact Info

You can also see if elements seem to be disconnected from one another by looking at pages this way because we aren't being biased by the design.



Logo

Headline

Offer/Descriptive Copy


Confidence building

Template elements/ Navigation

Call to Action

Contact Info


This also applies to mobile landing pages. Look how this one has all 10 elements.



Offer/Descriptive Copy

Logo

Headline

Links to More InformationConfidence building


Call to Action

Contact Info



Here is one of their competitors and notice that they have no offer.



Logo

Headline

Links to More InformationConfidence building


Call to Action

Contact Info



Now you can also look at each piece of the anatomy and compare it to your competitors to decide if you are more relevant, valuable and confidence building (The Trinity) than yours. So look at this confidence building element and the call to action and is better than the first one if not optimize it.



The Visible Anatomy5 Dimensions:

1. Relevance

2. Quality

3. Placement

4. Proximity

5. Prominence

Logo

Call to Action

Headline

Offer



Confidence building

Template elements

Confidence building

Call to Action


Confidence building

For each element you can optimize it by these 5 dimensions.



A Comparison of the Anatomy of B2B Landing Pages

Let's compare the anatomy of 3 landing pages for a similar product.



Logo

Call to Action

Headline

Offer



Confidence building


Call to ActionCall to Action



Logo

Headline

Offer



Confidence building


Call to Action

Descriptive copy

Call to Action

Template Elements



Logo

Headline

Offer



Confidence building


Call to Action

Call to Action




Logo

Call to Action

Headline

Offer



Confidence building



Prioritize Actions

12

3

Now the next step in the process for a high converting landing page is to make sure and prioritize the first 3 things you want a visitor to see or do on the page. This is how a visitor orients themselves in the first 5-8 seconds of their visit. This is their gut reaction and we'll be able to analyze our success with this. I prioritized these not based on the companies choices but based on how the design looks.



Prioritize Actions

Logo

Headline

Offer



Confidence building


Call to Action

Descriptive copy

Call to Action

Template Elements

12

3

Why is the offer after the call to action?



Prioritize ActionsLogo

Headline

Offer



Confidence building


Call to Action

Call to Action


1

23



Logo

Call to Action

Headline

Offer



Confidence building



12

3

Now we can run each landing page using a tool like Feng-GUI or. AttentionWizard and compare how these attention maps reflect our priorities in the design. These tools simulate what people would focus on in the first 5 seconds of seeing the page. Notice there is almost no attention to the offer. Time to optimize that.



Logo

Headline

Offer



Confidence building


Call to Action

Descriptive copy

Call to Action

Template Elements

12

3

This is well designed but there is attention to the blue arrow which could have more relevant and valuable copy such as the lower swipe rate compared to Square's 2.75 rate.



Logo

Headline

Offer



Confidence building


Call to Action

Call to Action


1

23

Here you can see it is all over the place. Faces naturally will draw plenty of attention on a page and distract from your top 3 priorities.



10 Main Landing Page SectionsLogo Headline/UCP

text graphical

Offer Descriptive copy

Bullet/block List of key features List of key benefits

Product/Service Presentation Product image Tours Screen shots Life-style images

Calls to action Links Buttons Forms

Confidence Building Testimonials Examples of users 3rd Party validators

Contact Information

Link to more information

Template elements

You can also use this list to plan what you will put in for each element on a new landing page.



Desktop browsing is a full course dinner; mobile browsing is like snacking!

One key point to remember about mobile landing pages versus desktop landing page and this brings up the dangers that could occur with responsive designs. Let's compare Square, Intuit and PayPal's mobile landing pages.



Nice and snack like.



Clearly meant for snacking.



Overwhelming.



Please start creating great landing pages know that you have the recipe, processes and techniques. Make sure you have the tools to not let landing page creation be an obstacle in your experimenter's way.


© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData

Bryan Eisenberg [email protected]

!

Some images provided by Shutterstock

Blog www.BryanEisenberg.com

Phone (347) 470-GROK (4765)

Bryan Jeffrey@TheGrok @JeffreyGroks

Thank you again for coming and enjoy the day!


mailto:[email protected]

http://www.bryaneisenberg.com

Anatomy of a High Converting landing page

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