Anatomy of a Perfect 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

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
bryaneisenberg.com
Bryan Eisenberg 
bryan@bryaneisenberg.com
@TheGrok
!

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.

92:1
Companies 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 text
Copywriting
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 Destination
Conversion 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.

20
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.

25
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 Intuit
The 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.

© 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 Factors
Planning
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.

But What Are the Ingredients?
So what are the ingredients and secret formula for creating a successful landing page.

10 Main Landing Page Sections
Logo
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 Sections
Logo
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
Links to More
Information
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
Links to More
Information
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
Template elements/ Navigation
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 Anatomy
5 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
Links to More
Information
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
Call to Action
Call to
Action

Logo
Headline
Offer
Call to Action
Descriptive copy
Call to Action
Template Elements

Logo
Headline
Offer
Call to Action
Call to Action
Product
presentation

Logo
Call to
Action
Headline
Offer
Call to Action
Call to
Action
Prioritize Actions
1
2
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
Call to Action
Descriptive copy
Call to Action
Template Elements
1
2
3
Why is the offer after the call to action?

Prioritize ActionsLogo
Headline
Offer
Call to Action
Call to Action
Product
presentation
1
2
3

Logo
Call to
Action
Headline
Offer
Call to Action
Call to
Action
1
2
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
Call to Action
Descriptive copy
Call to Action
Template Elements
1
2
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
Call to Action
Call to Action
Product
presentation
1
2
3
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 Sections
Logo
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.

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData
Bryan Eisenberg 
bryan@bryaneisenberg.com
!
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!

Anatomy of a Perfect Landing Page

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