Create Landing Pages that Work
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The document discusses effective strategies for creating landing pages that convert visitors into customers, emphasizing the importance of understanding user needs and preferences. Key strategies include using benefit-oriented headlines, providing clear content, and focusing on a single call-to-action. It also highlights common pitfalls, such as feature-oriented language and excessive information that hinder conversions.
Create Landing Pages that Work
- 1. @jennyshen Jenny Shen | Foundkit | Feb 2018 Create Landing Pages That Work
- 2. @jennyshen
- 3. @jennyshen
- 4. @jennyshen What about you? Business / Founder UX / Designer Marketing / Product Developer
- 5. @jennyshen What about you? Business / Founder UX / Designer Marketing / Product Developer
- 6. @jennyshen What about you? Business / Founder UX / Designer Marketing / Product Developer
- 7. @jennyshen What about you? Business / Founder UX / Designer Marketing / Product Developer
- 8. @jennyshen 1Stats 2Why many landing pages don't convert 3Strategies to improve your landing page
- 9. @jennyshen What a Landing Page Actually Is • It’s NOT a homepage • Its purpose is to get visitors to take action • Landing pages should be used for ads, keywords, campaigns, not homepage • It’s about communicating value as quickly as possible
- 10. @jennyshen How long does it take for visitors to form an opinion about your landing page? Take a guess:
- 12. @jennyshen
- 15. @jennyshen Run a more efficient farm with intelligent insights Feature-oriented Headline
- 17. @jennyshen FIND A PLACE THAT FEELS LIKE HOME Feature-oriented Headline
- 20. @jennyshen Landing Pages That Don’t Convert 3Too Much Information
- 22. @jennyshen Landing Pages That Don’t Convert 4Lack of Visuals
- 24. @jennyshen Landing Pages That Don’t Convert 5Cliché Stock Photo
- 27. @jennyshen Landing Pages That Don’t Convert 6Lack of Professional Design
- 28. @jennyshen Lack of Professional Design
- 29. @jennyshen Lack of Professional Design
- 32. @jennyshen 10Strategies To Improve Your Landing Pages
- 33. @jennyshen 1Know Who Your Users are
- 34. @jennyshen Know Who Your Users are • How often do you talk to users? • What is the most difficult when: comparing health insurance prices or looking for a travel package? • What keywords do they search for? What do they look for in a travel package?
- 35. @jennyshen • By knowing your users, you can optimize the landing page • Persona: age, location, education, income, motivations, goals, frustrations, personality, tech-savviness • Sales funnel for each persona with different keywords and designs Design Personas
- 36. @jennyshen Know Who Your Users are
- 38. @jennyshen Benefits, NOT features Headline should correspond to ad text that triggered the page Benefit- oriented headline
- 44. @jennyshen • Does this site have what I am looking for? • Is there enough information? • Can I trust this site? • How long will this all take? Clear and Relevant Content
- 46. @jennyshen • Who it is for • Why should they buy/use/try it • Why me • What qualifications I have • What others say • How it works • When the deadline is My Marketing Copy
- 47. @jennyshen Clear and Relevant Content
- 48. @jennyshen Clear and Relevant Content
- 49. @jennyshen Clear and Relevant Content
- 50. @jennyshen Clear and Relevant Content
- 51. @jennyshen Clear and Relevant Content
- 52. @jennyshen Conversion Rate 11.5%over 1 week campaign
- 54. @jennyshen Design is the packaging for the content • Actual content almost never fits into placeholders • Content-first approach: developing content early is a top priority Design with Actual Copy
- 55. @jennyshenImage: UXPin Design with Actual Copy
- 56. @jennyshenImage: Elezea Design with Actual Copy
- 57. @jennyshen 5Focus on 1 Main CTA (Call-to-action)
- 58. @jennyshen • The CTA should clearly state what it does to trigger a response • CTA color should contrast with the rest of the page and color scheme Focus on 1 Main CTA
- 59. @jennyshen Focus on 1 Main CTA
- 60. @jennyshen Focus on 1 Main CTA
- 66. @jennyshen Free Instant AccessClick hereSign up for FREE Benefit-oriented CTA
- 67. @jennyshen 7Professional and not annoying design
- 68. @jennyshen First impressions are 94%design-related Source: Kissmetrics
- 69. @jennyshen Professional and not annoying design
- 70. @jennyshen
- 72. @jennyshen Short copy performs better when the offer/product is: • Free • Very cheap • An impulse buy Short Content
- 73. @jennyshen Experiment with short/long content
- 74. @jennyshen Long copy performs better when the offer/product is: • expensive • complex Long Content
- 75. @jennyshen
- 77. @jennyshen Make Forms Short • A short form with just 1 to 3 fields • The more fields you ask the visitor to fill in, the more friction you create
- 79. @jennyshen 10Videos are the new…
- 82. @jennyshen You can increase conversion by 86%with videos Source: EyeView Video Marketing
- 83. @jennyshen 10Strategies To Improve Your Landing Pages
- 84. @jennyshen 10• Know Who Your Users Are • Benefit-oriented Headline • Clear And Relevant Content • Work With Actual Copy • Focus On 1 Main CTA • Benefit-oriented CTA • Professional & Not Annoying Design • Experiment With Short/long Content • Make Forms Short • Use Videos Strategies @jennyshen | Foundkit