Seven Deadly Sins Of Landing Page Optimization
Download as PPT, PDF24 likes4,343 views
The document outlines the 'seven deadly sins of landing page optimization' crucial for attracting super affiliates, emphasizing the importance of conversion rates. It provides actionable strategies, such as joining affiliate networks and improving payout systems, to enhance profitability. Additionally, it highlights the economic impact of improving conversion rates on costs and profits.
Seven Deadly Sins Of Landing Page Optimization
- 1. Tim Ash, President & CEO, SiteTuners.com Seven Deadly Sins of Landing Page Optimization
- 2. Overview In The Mind Of A Super Affiliate Why You Should Give A Crap The Seven Deadly Sins of Landing Page Design Resources & Tools
- 4. Super Affiliates Are… Greedy Mercenary Busy Lazy
- 5. How To Attract Super Affiliates #10 - Join an affiliate network #9 - Offer better payouts #8 - Pay Up #7 - Allow bidding on your brand #6 - Don’t be “high maintenance” #5 - Don’t change the rules of the game #4 - Share sensitive information #3 - Listen to suggestions #2 - Go the extra mile #1 - Fix your conversion rate Download the whitepaper: http://sitetuners.com/how-to-attract-super-affiliates.html
- 6. The economics of conversion: Fix the landing page to lower costs CPC CPA = ------- CR CPC - Cost per click CR - Conversion rate CPA - Cost per acquisition
- 7. Impact of Improved Conversion Rate BEFORE Cost - $1.00 Value - $1.25 Profit - $0.25 A 20% increase in conversion rate… AFTER Cost - $1.00 Value - $1.50 ($1.25 x 120%) Profit - $0.50 … will DOUBLE profits! Profit Impact On Affiliate Is Disproportionate!
- 12. I.T. Marketing Ad Agency Your Boss Webmaster
- 13. I.T. Marketing Ad Agency Your Boss Webmaster WEBSITE VISITORS
- 14. Before After + $3,285,000 +40%
- 15. Before After +24% + $182,000
- 16. Before After +75% + $200,000
- 17. Before After +51% + $48,000,000
- 24. Before
- 25. After
- 26. Before
- 27. After
- 32. Before
- 33. After + 51% + $48,000,000
- 54. Overview In The Mind Of A Super Affiliate Why You Should Give A Crap The Seven Deadly Sins of Landing Page Design Resources & Tools
- 56. Resources & Tools SiteTuners.com (case studies & whitepapers) Blog.SiteTuners.com (latest conversion news) LandingPageDirectory.com (all things conversion related) (FREE beta) LandingPageOptimizationBook.com (includes $25 AdWords Coupon)
Editor's Notes
- #10: Your landing pages have fundamental problems
- #11: You have neglected your landing pages Your conversion rate is too low This is costing you a lot of money
- #12: Question: What is a Camel? A Horse Designed by Committee
- #14: The customer is always right
- #15: Case Study – Real Age Conversion action: Completion of free test registration Test Size: 552,960 unique “recipes” Results: 40% lift in conversion rate $3,285,000 annual profit improvement
- #16: Case Study – Uniblue Registry Booster Conversion Action: Free software download Extensive previous page testing by client Test Size: 3,110,400 unique “recipes” 24% increase in conversion CR improved from 30.3% to 37.7% $182,000 annual profit improvement
- #17: Case Study - PowerOptions ® Conversion action: Free 2-week trial sign-up Test Size: 3 unique “recipes” 75% increase in post-trial sales $200,000 annual profit improvement
- #18: Case Study – EngineReady Conversion Action: Online form or phone lead Large-scale PPC campaign Test Size: 192 unique “recipes” 51% increase in revenue per visitor $48,000,000 annual revenue increase
- #19: Case Study – Startfor Conversion Action: Email capture 103,680 unique versions of the "barrier" page 81% increase in revenue per visitor
- #20: Never put up content designed for conversion without testing on your target audience.
- #22: What are you supposed to do on this page? Common issues: Spend precious time deciding what to do Get confused and frustrated The Fix: “ Call-to-action” should be clear & draw the eye Placement of call-to-action should be “above-the-fold” Competing calls-to-action should be de-emphasized
- #23: What Are you supposed to do on this page?
- #24: What is the desired call to action on this pay-per-click landing page? Clicking on the black iPhone for the thirty day free trial.
- #25: Product detail page in catalog. All purchases must pass through it. Call to action is unclear.
- #27: Product detail page in catalog. All purchases must pass through it. Call to action is unclear.
- #29: What do I do next? Common issues: Too many choices cause paralysis Can’t find the right link to get closer to desired goal The Fix: Don’t present detail too early in the process Group choices into a small number of categories Use visual shortcuts to reduce reading
- #30: Awareness squandered…
- #31: … get them closer to their goal instead
- #32: Is the information you are asking for absolutely necessary to complete the current transaction ? Common Issues: Unnecessary fields Info not needed until later Requires supporting info that is not readily available The Fix: Ask only for absolutely-required information Collect additional information at a later date Shorten labels and unclutter form layout
- #35: Do you really expect me to read all of this? Common issues: No much text in paragraph style No clear hierarchy or flow Inappropriate level of detail for a landing page The Fix: Use clear headlines and headings Put important stuff first – write in “inverted pyramid” style Do not write in complete sentences - use short bullet lists Ruthlessly edit and shorten your text
- #38: Does your landing page keep the promise that your upstream traffic sources make? Common issues: Page title does not match user intent No access to the info promised Difficult to find ad-related content on page The Fix: Repeat the ad-text or keywords on your page Provide clear access to information from the ad
- #39: Title matches search term Promise of relevant expert reviews Trusted source of information
- #40: No direct access to promised info! Desired action is paid subscription.
- #41: Where am I supposed to look? Common issues: Visual assault is extremely annoying “ Gratuitous graphics” unrelated to product/service No clear separation of content and navigation Time wasted on looking at the wrong stuff The Fix: Don’t compete with the call-to-action Remove colorful page elements and animation/motion Replace generic photos with specific relevant images
- #44: Why should I trust you & transact with you? Common issues: Lack of endorsements No “social proof” (testimonials) Trust symbols are not prominent Assurances are presented too late in the process The Fix: Borrow and Solidify Trust Feature well-known trust symbols prominently Use client logos/brands/media coverage as “badges” Remove anxiety with generous policies & guarantees
- #45: Example - Unhelpful Risk Reducers
- #46: Example - Helpful Risk Reducers
- #47: Would You Buy A Grand Piano From This Site?
- #48: Example – Trust Indicators
- #49: Example – Trust Indicators
- #51: Original page Email special-offer landing page Sins committed: Unclear call to action Visual distractions Too much text Lack of trust symbols
- #52: Reworked landing page after SiteTuners Express Review
- #53: AttentionWizard.com - before
- #54: AttentionWizard.com - after