Contenu connexe Similaire à Landing page design + landing page optimization (20) Plus de Joost Hoogstrate (14) Landing page design + landing page optimization6. © https://e-commercemanagers.com
2B: LEGAL
6
GDPR
Timestamp, channel and reason for opt-in
Limit data collection
Opt-in only
CCPA
Follow GDPR and in most cases you will be fine
Copyright
Negotiate when you can
Protect your brand and designs
Landingpage Optimization
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3A: GOOGLE ANALYTICS + GOOGLE TAG MANAGER
7
Google Analytics
Use filters in your Views to exclude IP adresses of internal users
Use Goals to measure critical steps in your customer journey
Use UTM tracking parameters to measure your traffic sources
Use Event tracking to measure onsite behaviour
Use Segments to slice up the behaviour of groups of users
Google Tag Manager
Run all (including GA) your external scripts in one place
Implement pixels and scripts without the help of a developer
In most cases: speed up the loadtime of your website
Landingpage Optimization
11. LANDING PAGE OPTIMIZATION (LPO)
Value Propositon
Pricing
Wireframe structure
Testimonials + reviews
Trust and security
Headline
Copy
Images
Video
Form
Button color, shape, size, text
Directional clues
Landingpage platforms
Traffic sources
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Landingpage Optimization
12. STATS
The average number of form fields is 11 …. But reducing the number of form
fields from 11 to 4 can result in a 120% increase in conversions.
Only 16% of landing pages don’t have navigation bars
48% of marketers build a new landing page for each marketing campaign
44% of companies use split testing software
A typical website conversion rate is about 2.35% on average. But the top 10% of
companies are seeing 3-5x higher conversion rates than average.
Using videos on landing pages can increase conversions by 86%.
Over 90% of visitors who reported reading headlines also read CTA copy.
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Landingpage Optimization
Source:
https://www.wordstream.com/
13. STATS
53.3% of web traffic is now mobile (Broadband Search)
Companies with 30 or more landing pages generate 7 times more leads than
those with fewer than 10 (Hubspot)
Putting multiple offers on your landing page can decrease conversions by up to
266% (Bluleadz)
Long landing pages can generate up to 220% more leads than above the fold call-
to-action (CTA) (Marketingexperiments.com)
Viewers are 80% more likely to read content that features colorful visuals (Xerox)
Nearly 9 in 10 consumers trust reviews and testimonials.
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Landingpage Optimization
14. VALUE PROPOSITION
A value proposition is a promise of value to be delivered, communicated, and
acknowledged. It is also a belief from the customer about how value will be delivered,
experienced and acquired.
Let’s check out some more:
https://www.impactplus.com/blog/value-proposition-examples
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Landingpage Optimization
15. VALUE PROPOSITION CANVAS
Instruction video:
https://www.youtube.com/watch?v=Re
M1uqmVfP0
Tip
Develop some variations. At least three
but can also be ten.
Test them. Send 250 visitors to each of
them. And see what resonates.
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Landingpage Optimization
19. WIREFRAME STRUCTURE
Elements
Device
Branding
Clarity (in value proposition)
https://instapage.com/blog/landing-
page-examples
https://unbounce.com/landing-page-
examples-built-with-unbounce/
https://www.leadpages.com/landing-
page-examples
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Landingpage Optimization
20. TESTIMONIALS AND REVIEWS
Reevoo found that 50 or more reviews per
product can mean a 4.6% increase in
conversion rates
According to a study from iPerceptions, 63%
of customers are more likely to make a
purchase from a site that has user reviews
Bazaarvoice found that site visitors who
interact with reviews and customer Q&As
are 105% more likely to purchase while
visiting (and spend 11% more than visitors
who don’t interact with user-generated
content)
eMarketer found that consumer reviews are
more trusted (nearly 12 times more) than
manufacturer descriptions.
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Landingpage Optimization
22. HEADLINE
On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read
the rest (https://www.copyblogger.com)
https://buzzsumo.com/blog/most-shared-headlines-study/
The headline includes numbers
The headline is between 5 and 9 (or 16 and 18) words
The headline is negative
The headline has two parts (subheader)
The headline is crystal clear
https://cxl.com/blog/5-characteristics-high-converting-headlines/
Use the trick to put “I want to…”[use your wardrobe for mixing and swapping fashion]
in front of the headline
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Landingpage Optimization
23. COPY
Besides header and subheader:
Benefits
Features
Testimonials
Simple language
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Landingpage Optimization
https://www.wordstream.com /
25. IMAGES
Same or more important than headlines (!)
Always create a feeling, leave a impression
Product, abstract or emotion
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Landingpage Optimization
26. VIDEO
Two questions:
1. When does it add value? / Makes it things more clear?
2. When doesn’t it add value? / Makes it even more blurry?
You don’t need an explainer video to buy a book
Explaining how this water driven vacuum cleaner is 10x better than your old one,
might need a video
Explaining your behind the scenes process of your actually complicated, but in UX
really (good!) simplified way is getting managed probably is a good use case
Explainers – feature focused
Explainers – benefit focused
Product demo’s
Testimonial video’s
How To Video’s
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Landingpage Optimization
https://www.makegoodfood.ca/en/home
https://www.adobe.com/experience-platform/intelligent-services.html
https://slack.com/intl/en-ca/lp/three
28. BUTTONS
According to Marketing Experiments, consumers go through a six-
step process before clicking a CTA on an email or landing page:
1. Arrest attention
2. Build connection
3. Build problem
4. Build interest
5. Build suspense
6. Transfer momentum
Resources:
https://klientboost.com/cro/landing-page-forms/
https://www.crazyegg.com/blog/high-converting-cta-buttons/
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Landingpage Optimization
29. DIRECTIONAL CLUES
Arrows
Non-verbal
Eye-focus / direction (looking at/to)
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Landingpage Optimization
Wow!
30. LANDING PAGE PLATFORMS
Unbounce
Leadpage
Instapage
Wishpond
Other marketing platforms are also adding landingpage functionality:
Hubspot
ActiveCampaign
Convertkit
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Landingpage Optimization
31. TRAFFIC SOURCES (+IMPACT ON LANDINGPAGE)
Organic search
Keyword will (mostly) be on top / in full sight
Check the intention words… compare / buy / book / order
Paid search
Qualityscore influences directly your CPA
Qualityscore is mostly determined by keywords + conversionrate
=implement dynamisch keyword insertion on landingpage
Direct respons advertising
Download whitepaper
Branding advertising (offline, online… mostly lands on homepage)
If a deal / coupon / offer is communicated.. Above the fold BIG CTA towards page
What was the goal with your campaign…?
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Landingpage Optimization
34. THE END
Next session Monday, about:
5A: Trial and Lead Generation
Tomorrow content will be uploaded and send to you by e-mail
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Landingpage Optimization