© i-on interactive, inc. All 50 Landing Page Best Practices

50 Landing Page Best Practices

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Website Landing page • Browsing • Discovery • Topic-focused • Designed for conversion Dedicated landing pages are designed speciﬁcally to drive conversions & ROI.

© i-on interactive, inc. All rights reserved • www.ioninteractive.com The best landing pages are targeted, speciﬁc & contextually relevant. • Seductive design • Highly relevant & valuable • Deeply engaging • Generic content • Poor targeting • No value prop

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Tailor experience to the needs of the visitor, based on their "trafﬁc source" origination.

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Think beyond the page to deliver amazing digital experiences to visitors. • Progressive conversion • Propels through funnel • Personalized experience • No imagery/no design • No call-to-action • Painful form

© i-on interactive, inc. All rights reserved • www.ioninteractive.com A solid methodology ensures your strategy is aligned with your goals. • Discover: Conduct research & information exchange • Plan: Develop program plan & test strategy • Execute: Design & launch conversion-focused experiences • Analyze: Perform analysis, share knowledge, plan next steps

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Grade A Grade B Grade C All clicks are not created equal. User segmentation can help you identify your most proﬁtable leads.

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Real-time analytics mean agile, test-and-learn capability. • Traffic • Bounce rate • Conversion rate • Segmentation • Behavioral "tags" (what people are clicking on) • Confidence intervals • Day parting • Geolocation

© i-on interactive, inc. All rights reserved • www.ioninteractive.com "As soon as we get statistical significance on a test, we drive immediately to a champion in real time. On Mother’s Day alone, the real-time change in traffic splits resulted in over $45,000 in incremental revenue. " Real-time analytics mean agile, test-and-learn capability.

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Radical redesigns & bold testing result in BIG lifts. Radical innovation test waves results in 264% lift for Marian University!

© i-on interactive, inc. All rights reserved • www.ioninteractive.com A dedicated landing page lifts lead conversions 320% over website 320% Radical redesigns & bold testing result in BIG lifts.

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Iterative testing drives incremental lifts. 8% Step indicators on form increase Dell's lead conversions 8%

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Great post-click experiences help you generate more value from your other marketing investments.

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Better message match is probably the single greatest tactical improvements you can make! • Are you delivering on your promise? • Are you maintaining visual continuity in your banner advertising? • Do your words and phrases match pre- to post-click?

A sharpened focus on your conversion goal can lend to higher conversion rates. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Testing a conversion-focused microsite against the Long Term Care product page increased leads 700% 700%

Don’t make your visitors jump through hoops! Eliminate any unnecessary hurdles. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Device-optimized • Clear message • Intuitive design • Finger-friendly

A lot of thought goes into designing great user-centric interfaces for your visitors. What do your visitors want to see? © i-on interactive, inc. All rights reserved • www.ioninteractive.com ObserveBuild Challenge Put your visitors in the driver’s seat with real time testing. Promote winning page elements and eliminate potential obstacles. Focus on what your target audience wants to accomplish. How can your page help to make that possible?

A strong call-to-action draws the attention of the visitor and clearly tells them how they can convert. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Glance at your page and blur your eyes. Can you distinguish your call-to-action from the rest of your content? If not, strengthen it!

Internally-focused forms feel like work. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Questions are obviously designed for the company to obtain additional information LOTS of required fields is high barrier to form completion

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Content customized based on responses Multi-step form guides user through quote process, providing relevant content along the way User-focused forms feel easy to complete. Step 1 Step 2 Step 3

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Your value proposition answers the question "why should I buy from you instead of them?" • Clear • Differentiated • Genuine • Supported

Your headline may be the single most important element on your landing page. Test to ﬁnd the type that works the best. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Testimonial Direct Attention-grabbing Question Offer-specific Benefit-driven

© i-on interactive, inc. All rights reserved • www.ioninteractive.com • Hyper-targeted • Highly focused • Contextually relevant Lead gen landing pages don't need to be "one size ﬁts all"!

Keep your call-to-action above the fold. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Don’t assume that visitors will scroll dow explore everything that your page has to The ‘Fold’: The point on your landing page where visitors must scroll down to see more 80% of time is spent 'above the fold' 20% of time is spent 'below the fold' If using a long page format, repeat your call-to-action (at least once) at the very bottom of the page.

© 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?

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you pages can create valuable post-conversion experiences. Personally thank your visitors Create next steps Provide additional resources/value to continue engagement with your brand

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Beneﬁts almost always outperform product-focused copy! 28% • Make a list of your product features • Then, determine how those features make your visitor's life or job easier! • Transform your features into tangible benefits

© i-on interactive, inc. All rights reserved • www.ioninteractive.com • Doesn’t fulfill on promise • Too much content, too little focus • No repetition of words/ language from ad Mismatch increases the odds that the user will land and then quickly leave.

© i-on interactive, inc. All rights reserved • www.ioninteractive.com • Delivers on promise • Visual continuity • Highly specific When the ad and the landing experience match, promises are kept.

Use trust assurances to clearly communicate trustworthiness. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Great use of social proof to communicate trust: customer logos, “global leader,” third- party trust assurances.

© i-on interactive, inc. All rights reserved • www.ioninteractive.com A brand is most important an emotional connection between a user and a product or service. • First impressions matter • Seductive design • Relevant and compelling content • User-friendly across all devices

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Ensure your landing pages (and offers) are timely and relevant. • Consider seasonality of offers and promotions, especially for retail • Remove, change or update offers as they expire • Agility in your marketing + disposable landing pages = timely campaigns

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Test gain-focused or “value” buttons agains effort-focused buttons. Gained-Focused or “Value” Button Copy Effort-Focused Button Copy Get View Enjoy Discover See Play Submit Start Activate Learn Pay Go

Avoid choice paralysis. Give intuitive, limited choices. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A B 13% Reducing choices from three to two options increased leads 13% for TimeTrade

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Remove distraction. Reduce the opportunity for visitors to leave without converting. Many calls-to-action, distracting navigation, lots of friction.

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Lots of great content to share? Break it into digestible chunks across multiple pages

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Whether you choose responsive or native, make sure your experiences are device-optimized. Responsive design automatically optimizes for device Native mobile landing pages are designed specifically for mobile devices

Don’t be afraid to show your product! © i-on interactive, inc. All rights reserved • www.ioninteractive.com • For services, this may mean demonstrating results, offering case studies or testimonials • Testimonials demonstrate real- world results & can communicate the relative value of an intangible • Show in various formats: image galleries, video, interactive tours, etc.

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Context of use put the visitor in the driver's seat. "Works the way you do"… video demonstrates product features Shows product in the hands of the users

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Social proof is the inﬂuence of others in a social situation. Testimonials provide user proof Press coverage provides "expert" social proof "Over 8 million singles…" = wisdom of the crowds

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Adding content to a landing page can become a slippery slope. What starts as a simple page…

© i-on interactive, inc. All rights reserved • www.ioninteractive.com ...then all of the sudden includes 4 paragraphs of copy, bullets, a long form, social links, a product shot...and the list goes on.

Quality matters to your visitors. Use of high-quality imagery and fonts conveys a strong message about your brand and product. © i-on interactive, inc. All rights reserved • www.ioninteractive.com high quality + accurately showcases products + lends to credibility and confidence - increases page load time - not always optimal for mobile reduced quality - can appear dated - negatively impacts first impressions + loads fast (fewer bounces)

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Find interesting ways to display important information. Test microsites, tabbed content and other types of interactive content. Tabbed interface allows visitors to read content in a digestible format

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Incorporate the search terms that your visitors use to increase relevancy on landing pages. • Improve message match • Increase relevancy • Improve quality score • Take it to the next level with targeted imagery and content

Planning is the single greatest inﬂuencer in testing success. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Start tests by aligning your landing page testing objectives with your overall marketing strategy • Determine your desired outcome • Use testing to maximize revenue from marketing expenses

80%-99% statistical conﬁdence is a best practice for A/B & multivariate testing. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Monitor your landing pages for immediate campaign performance insights. Wait until your tests achieve statistical significance. A test result is typically statistically significant if the results are unlikely to have occurred by chance. Allocate your traffic to winning pages and reap the benefits of higher conversion rates.

Testing is cyclical: it’s done in a wave pattern consisting of innovations and iterations. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Innovate by A/B testing contrasting landing pages: • Different templates, layouts or styles • Interactive content • Image or text-heavy pages • Iterate your champion by testing different combinations of page elements • Button styles, text, or colors • Messaging • Form fields

© i-on interactive, inc. All rights reserved • www.ioninteractive.com A/B to find big winners. Multivariate test to refine those winners. A/B MVT Just getting started Ready to refine Low volume of traffic High volume of traffic Multi-page experiences Single landing page Conversion lift, limited learning Want to determine influence of page element

Beware of the never-ending test! © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Decide on a test duration (2-4 weeks, depending on traffic volume) • Stick to two or three alternatives in a test wave • Consider the traffic volume • Higher volume, the faster you can reach significance • A/B best for low volume pages • MVT good for high volume pages

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Say NO! to sequential testing. • Isolate your tests to remove the possibility of confounding variables skewing your results and giving you bad data • Only run real-time, parallel tests • Sequential testing is a no-no!

Scale your program methodically and effectively. © i-on interactive, inc. All rights reserved • www.ioninteractive.com opportunity conversion optimization • Determine areas of opportunity for testing • Decide where to test • Decide what to test • Create your test plan • Run your test • Analyze your test • Gather insight, learning & formulate the next hypothesis • Repeat!

© i-on interactive, inc. All rights reserved • www.ioninteractive.com Your website vs. Your landing pages Expensive Time Intensive High Investment Inflexible Inexpensive Disposable Easy to Trash Agile

© i-on interactive, inc. All rights reserved • www.ioninteractive.com We help brands create, test and optimize amazing landing pages. 90% of customers report positive ROI. Find out more: http://www.ioninteractive.com

© i-on interactive, inc. All 50 Landing Page Best Practices

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