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50 Landing Page
Best Practices
1. Not part of your website
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Website Landing page
• Browsing
• Discovery
• Topic-...
2. Campaign Specific
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The best landing pages are targeted, specific &
conte...
3. Traffic Source Specific
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Tailor experience to the needs of the visitor,
based...
4. Experience, not pages
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Think beyond the page to deliver amazing
digital exp...
5. Have a clear goal and strategy
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A solid methodology ensures your
strategy is aligned...
6. Grade and score visitors
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Grade
A
Grade
B
Grade
C
All clicks are not created e...
7. Use real-time analytics
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Real-time analytics mean agile,
test-and-learn capab...
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"As soon as we get statistical significance on a tes...
8. Constantly test everything
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Radical redesigns & bold testing result in BIG lifts...
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A dedicated landing page lifts lead
conversions 320%...
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Iterative testing drives incremental lifts.
8%
Step ...
9. Integrated
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Great post-click experiences help you generate more
...
10. Message Match
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Better message match is probably the single
greatest...
11. Conversion focused
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A sharpened focus on your conversion goal
can lend to higher conversion rates.
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12. Streamline the experience
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Don’t make your visitors jump
through hoops! Eliminate any
unnecessary hurdles.
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13. Be user-centered
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A lot of thought goes into designing great
user-centric interfaces for your visitors.
What do your visitors want to see?
©...
14. A strong, clear call-to-action
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A strong call-to-action draws the attention of
the visitor and clearly tells them how they can
convert.
© i-on interactive...
15. Relevant, streamlined forms
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Internally-focused forms feel like work.
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Questions a...
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Content customized based on
responses
Multi-step for...
16. Clear value position
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your value proposition answers the question
"why sho...
17. Strong headlines matter
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Your headline may be the single most
important element on your landing page.
Test to find the type that works the best.
© i...
18. Differentiation
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Hyper-targeted
• Highly focused
• Contextually rel...
19. Above the fold
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Keep your call-to-action above the fold.
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Don’t assum...
20. Visual, directional cues
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Good design can help lead
visitors toward your
conve...
21. Remember to say thank you
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you pages can create
valuable post-conversion
...
22. Benefit-driven copy
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Benefits almost always outperform
product-focused cop...
23. Keep your promises
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Doesn’t fulfill on
promise
• Too much content, too...
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• Delivers on promise
• Visual continuity
• Highly s...
24. Trust is a must
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Use trust assurances to clearly communicate
trustworthiness.
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25. Give good brand
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A brand is most important an emotional
connection be...
26. Timely
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Ensure your landing pages (and offers)
are timely an...
27. Value button copy
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Test gain-focused or “value” buttons
agains effort-f...
28. Meaningful segmentation
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Use segmentation to get to know your landing page visitors.
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29. Frictionless choices
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Avoid choice paralysis. Give intuitive, limited choices.
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30. Don’t link away
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Remove distraction. Reduce the opportunity
for visit...
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Lots of great content to share?
Break it into digest...
31. Device optimized
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Whether you choose responsive or native, make
sure y...
32. Show your product
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Don’t be afraid to show
your product!
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• For services...
33. Context of use
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Context of use put the visitor in the driver's seat....
34. Social proof
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Social proof is the influence of others in a social s...
35. Avoid information overload
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Adding content to a landing page can become a slippe...
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...then all of the sudden includes 4 paragraphs of c...
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A focused page...
...tells the user what we want the...
36. Spice it up
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Lead gen landing pages don't have to be boring!
• Se...
37. High image quality
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Quality matters to your visitors. Use of high-quality
imagery and fonts conveys a strong message about
your brand and prod...
38. Interactive content
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Find interesting ways to display important informati...
39. Incorporate keywords on
PPC landing pages
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Incorporate the search terms that your visitors
use ...
40. Design matters
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Radically re-imagine the user experience, focusing o...
41. Be strategic
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Planning is the single greatest influencer in testing success.
© i-on interactive, inc. All rights reserved • www.ionintera...
42. Methodically plan
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A well-designed roadmap will help you ensure
you are on the path to success.
© i-on interactive, inc. All rights reserved ...
43. Wait for statistical confidence
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80%-99% statistical confidence is a best practice
for A/B & multivariate testing.
© i-on interactive, inc. All rights reser...
44. Be cyclical
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Testing is cyclical: it’s done in a
wave pattern consisting of
innovations and iterations.
© i-on interactive, inc. All ri...
45. Use both A/B and MVT
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A/B to find big winners. Multivariate
test to refine t...
46. Test BIG
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Experiment with BIG ideas to get big results.
47. Avoid unproductive, -------------
-----unending tests
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Beware of the never-ending test!
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• Decide on a test ...
48. Timing matters
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Say NO! to sequential testing.
• Isolate your tests ...
49. Don’t stop
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Scale your program
methodically and effectively.
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opp...
50. Landing pages should be -----
-----flexible and disposable
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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your website vs. Your landing pages
Expensive
Time I...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
We help brands create, test and optimize
amazing lan...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you!
@ioninteractive
info@ioninteractive.com
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© i-on interactive, inc. All 50 Landing Page Best Practices

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© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Good design can help lead
visitors toward your
conversion action.
Implicit directional cues are implied.
Ex. direction of gaze, color, visual weighting,
repetition of color, shape and size.
See how the gecko’s body is angled to the
conversion point and his eyes look at the call
to action?
Explicit directional cues are obvious.
Ex. lines, arrows, curves, etc.
See how the arrows tells the user where to
start?

Publié dans : Technologie, Business
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