6. What is a Landing Page?
• An entry point of your website, besides the
home page
• Page to harmonize user intent with offer
7. Types of Landing Pages
• Home
• Product
• Category
• Search Results
• Lead Generation (see also name squeeze
page)
• Long Copy (sales letter style)
• Email Response
11. Goal of Landing Page
• Create entry points which lead custom to
the exact solution they were searching for
• Create harmony in thought process
• Carry customer along the sales process
• Make broad topics narrow
12. Purpose of Landing
Page
• Pay-Per-Click - entry points, separate from
the existing navigation, to target keywords,
and convert traffic.
13. Purpose of Landing
Page
• Search Engine Optimization - entry points,
within the existing navigation, optimized to
one target set of organic results, and
convert traffic.
15. Landing Page Difference
• Limited Navigation
• Singular Goal
• Singular Message
• Detailed Explanation
• Copy is strategic
• Designed to capitalize on general traffic
• Designed around single keyword
16. Why Are Landing Pages
More Simple Than
Other Pages?
• Focus of strategic content
• Content makes the sale.
• Design & layout only compliment the
process.
• Psychological triggers are used.
17. Why Have Both
Landing Pages and
Content Pages
• They are both necessary - each serve
different purposes when leading prospects
through sales conversion (e.g. ‘about us” pg
helps PPC landing pg.)
19. Waterfall Engagement
Model
• Landing pages are to the sales conversion
process as cascading is to waterfalls.
• Keep engaged from one sentence to the
next
• All benefits have been stated, questions
answered, objections responded to,
credibility established.
• Builds momentum toward asking for the
sale
20. Landing Page
Conversion Experience
• Visitor waits for page to load, evaluating if
worthwhile.
• Page load, visitor scans copy. “Should I
leave?”
• Visitor reads page. Finds disharmony, or
confusion. Leaves
• Starts conversion process. Not enough
credibility and reassurance.
21. What Causes Landing
Page Abandon?
• Not relevant to the exact keyword, and keyword
intention of the visitor
• Graphics don’t emphasize benefits
• Subheadlines don’t help summarize extended copy
• Copy is in disharmony with subheadlines or
keyword intention.
• Commitment seems to long-term
• Not clear what action is
• Not clear the result of the action
• Copy isn’t readable
• Forms are overwhelming, or ask for too much info
22. Concept: Distracted
Buyer Isn’t a Buyer
• Great amount of confusion = never make a
decision
• Everything on the page has to be consistent
with keyword intent
• Distractions =
• disharmony with search intent
• negative product aspects
• navigation clicks
23. Concept: Distracted
Buyer Isn’t a Buyer
• Even a little confusion = never make a
decision
• Everything on the page has to be consistent
with keyword intent
• Avoid customer saying “why am I here
again?”
25. Landing Page
Disharmony
• “I don’t think this relates to me”
• Reader thinks, “No.”
• “I don’t really believe it”
• “How can that be true”
• “I don’t understand what I’ll get for my
money”
• “I’m confused about my options”
30. Call-to-Action
• Free shipping
• Free Shipping with cut off
• Inventory indicator / Limited quantity
• Add to cart
• Irresistible Offer - bonuses, extras
31. Insider Tips: Landing
Page Mechanics
• Removing the Distraction of Navigation
• Place hero image on the left, top-fold
• Write for both keywords, and audience
segments (e.g. personnas)
• Vertical 2-column layouts perform the best
32. Insider Tips: Landing
Page Mechanics
• Horizontal layouts create more distractions
• Make hero shots clickable
• Graphics are secondary to good copy
• Response Devices can be throughout -
logical points for soft and hard sells
33. Insider Tips: Landing
Page Mechanics
• Make ‘add to cart’ buttons readable from
across the room (from your computer
screen)
• Segment Tire Kicker from Qualified Traffic -
two different goals, but can still result in a
sale.
35. Landing Page Strategies
• Lead generation for general traffic.
• Convert to qualified customers.
• Lower Cost Per Acquisition.
• Increase visitor value.
36. Landing Page KPI (Key
Performance Indicators
• Sales as a percent of visitors
• Sales by traffic source
• Average Sale amount
• Average life time value (do they buy more than once)
• Visitor Value
• Percent of Sales from New vs. Existing Customers
40. Landing Page Dos and
Don’ts
• Do have a singular goal for action
• Do have a singular purpose to the page
• Do use “Add to Cart” for buttons
• Don’t create navigation distractions
• Don’t try to force keyword intent on
landing pages, creating disharmony
