Landing Page Testing and Tuning #SESSJ

Getting someone to click on your search ad is only half the battle. Once visitors arrive, the landing pages you display to them are a crucial component in converting them into buyers. This session looks at ways to test and tweak your landing pages to get that conversion.

Introduction by: Sage Lewis, President, SageRock.com

Speaker: Tim Ash, President, SiteTuners

Coverage: Tom Dressler, Senior Strategist, WebsiteBiz

The Basic Principle being discussed is that websites must be designed by the Visitors.

• Our job is to come up with the ideas to extract this information
• Subtle differences can make a huge difference
• Fix your good pages not your broken stuff
• Pages that have volume
• Tim features percentage increase as well as real dollar impact on all his case study examples of why this basic principle is key
• Case Study on Key Form Details: What do you really need and use this only (+48%, $2M)
• Landing Page Testing is Not Optional!

The 7 Deadly Sins of Landing Page Design

1. An Unclear Call to Action
   1. What am I suppose to do on this page?
   2. Use the obvious standard
   3. Don’t make me think
2. Too Many Choices
   1. Tim shows us an example that has 146 links on page
   2. Use categories verses product for example
   3. Forward Progress is the principle
3. Asking For Too Much Information
   1. Trust has not been created
   2. See the form test in his SiteTuners book as a best practice.
4. Too Much Text
   1. Do you really expect me to read all this?
   2. Direct copy writing
   3. Get to the point
   4. Remove the adjectives
   5. Less is More
5. Not Keeping Your Promises
   1. Visitors came from somewhere with context in mind
   2. The number 1 solution is to match your visitor’s intent – period!
   3. Match Expectations
6. Visual Distractions
   1. Keep creativity out of the concept of furthering the conversion goals
   2. What do you expect me to look at?
   3. Use largest percentage of the page for Goal 1, then goal 2, etc…
7. Lack of Trust
   1. There is no Brand promise like McDonalds, Disney, Etc…
   2. AAA is not big enough although in their category they are huge.
   3. Keep the scroll line in mind when building trust.
   4. Use upper left as key location if needed.
   5. See www.petsmart.com as a great example of a trusted ecommerce site with Brand
   6. Use borrowed credibility on other Brands to assist in trust building

Multiple Sins Case Study

• Credo Mobile
  • Express Review
    • Too much text
    • Visual distraction
    • Unclear call to action
    • Lack of trust and credibility
  • www.AttentionWizard.com heat map study showed that no one looked at the well placed green call to action button.
• This is double digit hero kind of stuff

See www.SiteTuners.com for money back guarantee. Another great resource is www.LandingPageDirectory.com

Tim is now fielding questions quickly from the audience of 250-300 attendees

• How do you deal with personas?
  • Most are in ADD mode…add a more details link for the researchers
  • AJAX is a good way to keep visitors on the page, not cluttered and useful
• Exit surveys are a great way to collect accurate feedback
• Intra page analytics
  • Crazy Egg
  • Page Analyzer
• Link blindness is real. The link color does not make sense. The contrast is more important.
• “I want to…blank” is the best test for call to action text.
• Google officially states that dynamic testing does not affect your page rank. When done with tests remove all testing code.
• See SiteTuners.com as a great example of various approaches

Tagged as: case study examples, conversion, Increase Conversion Percentages, Landing Page Analysis, Leads, Sales, strategies, tim ash