Creating Landing Pages That Convert
Download as PPTX, PDF0 likes119 views
The document discusses conversion-centered design (CCD) for landing pages, emphasizing the need to focus on a single business-driven objective and the importance of effective marketing campaigns to drive traffic. It outlines five essential elements for landing pages: unique selling proposition, hero shot, benefits, social proof, and a single call-to-action. Additionally, it highlights the psychology behind customer engagement and the value of A/B testing to optimize conversions.
![[Front Cover] zeropointdevelopment.com
[3] pngimg.com
[9] ubounce.com
[10] ubounce.com
[11] ubounce.com
[17] rogerebert.com
[17] useproof.com
[18] ubounce.com
[20] giphy.com
[22] cvillemedresearch.com
[26] zeropointdevelopment.com
[Back Cover] zeropointdevelopment.com
@DeveloperWil #wpsyd](https://image.slidesharecdn.com/2018-05landingpages-180702004709/85/Creating-Landing-Pages-That-Convert-29-320.jpg)
Creating Landing Pages That Convert
- 1. Wil Brown @DeveloperWil zeropointdevelopment.com for WordPress Sydney
- 2. IKEA Any Appliance Store βThe Good Guysβ Focus on a singular goal Conversion-Centered Design (CCD) @DeveloperWil #wpsyd
- 3. Convincing a visitor to do 1 thing and 1 thing only. Not: β’ One of many things β step 3 of 29 β’ Navigating from one area to another β Information with no action Completing one single business-driven objective @DeveloperWil #wpsyd
- 4. βDo not try to do everything. Do one thing well.β - Steve Jobs @DeveloperWil #wpsyd
- 5. A single landing page is useless without an effective marketing campaign. @DeveloperWil #wpsyd
- 6. Marketing campaigns must have a source to get traffic from: β’ Email list β’ Google Adwords β’ Facebook Ads β’ Twitter β’ LinkedIn @DeveloperWil #wpsyd
- 7. Drive traffic from source to destination @DeveloperWil #wpsyd EMAIL LIST LANDING PAGE
- 8. Laser focused on a single goal: that of your marketing campaign. Use variety of psychological and design principals to funnel visitors toward a single purpose. Donβt want distractions to get in the way. @DeveloperWil #wpsyd
- 9. @DeveloperWil #wpsyd Home Page Internal Page Landing Page
- 12. @DeveloperWil #wpsyd Only if the other links on the same page point to the same objective. Useful for for A/B testing
- 13. @DeveloperWil #wpsyd Five must-have core elements β’ Unique Selling Proposition β’ Hero Shot β’ Benefits β’ Social Proof & Trust Indicators β’ One Single Conversion Goal
- 14. @DeveloperWil #wpsyd Your Unique Selling Proposition (USP) β’ A big main headline β’ A supporting headline β’ A reinforcement statement β’ A closing argument
- 15. @DeveloperWil #wpsyd The Hero Shot β’ Visual appeals to more people that text β’ Good / high quality images β’ Show product/service βin contextβ β’ One or more videos in context β Being used β Solving problems
- 16. @DeveloperWil #wpsyd The Benefits Of Your Offering β’ Bullet point list summary of benefits β’ Benefit and features in detail β Good copy; compact and precise β Impeccable grammar and no spelling mistakes β Address needs β Redress issues/hurdles to conversion
- 17. @DeveloperWil #wpsyd Social Proof & Trust Indicators β’ βIβll have what sheβs having.β β’ Testimonials β’ Guarantee seals, 3rd party security certs β’ Facebook reviews/comments β’ Realtime purchasing notifications: https://useproof.com
- 19. @DeveloperWil #wpsyd Psychology of Pleasure: Make them happy β’ Focus on the word βyouβ a lot β’ Refer to their wellbeing β’ Photos to include people smiling/laughing β’ Use cute animals and bright colours β’ Upbeat positive copy β’ Have a satisfactory conclusion to issue
- 21. @DeveloperWil #wpsyd Psychology of Pain: Avoid Something β’ Use grey photos and winter/cold colours β’ Images of unhappy and confused people β’ Evoke feelings of sadness, shame and anxiety Pinpoint where they hurt then offer the solution.
- 23. @DeveloperWil #wpsyd Psychology of Spending: How Much? β’ Research ideal price point β βjust rightβ β’ Show how much they will save β Was $299 now $99 β Buy X and get $2000 of bonus stuff for FREE For penny pinchers, motivation not to lose something is greater than desire to gain it
- 24. @DeveloperWil #wpsyd Delivers a different page to 50% of visitors β’ Swap elements (placement) β’ Change colours, font styles β’ Try different copy β’ Which video/picture is better β’ Google Optimize β https://www.google.com/analytics/optimize/features/ Donβt change multiple elements at same time!
- 25. @DeveloperWil #wpsyd β’ Remove header & footer β’ Remove all menus β’ Remove all sidebars β’ Remove link from your logo β’ Donβt remove Privacy Policy link (GDPR/trust)
- 26. @DeveloperWil #wpsyd β’ Chrome Inspect β find element ID/Class β’ Customizer β add CSS statements β’ CSS β display:none;
- 27. @DeveloperWil #wpsyd β’ Easy to build with drag and drop β’ Tweak with CSS in Customizer β’ Beaver Builder β https://www.wpbeaverbuilder.com/ β’ Elementor β https://elementor.com/ DEMO
- 28. @DeveloperWil #wpsyd β’ What conversion is β’ Using marketing campaigns to drive traffic β’ When to use a landing page (1 goal) β’ Landing page essentials β’ Power of A/B testing to increase conversion β’ How to build one in WordPress
- 29. [Front Cover] zeropointdevelopment.com [3] pngimg.com [9] ubounce.com [10] ubounce.com [11] ubounce.com [17] rogerebert.com [17] useproof.com [18] ubounce.com [20] giphy.com [22] cvillemedresearch.com [26] zeropointdevelopment.com [Back Cover] zeropointdevelopment.com @DeveloperWil #wpsyd
- 30. ο§ 20+ years in IT: Dev & SysOps ο§ WordPress Developer since 2008 ο§ Plugins, APIs, Security & Systems Integrations ο§ Organiser WPSyd & WordCamp Sydney zeropointdevelopment.com @DeveloperWil β₯ Pizza & Craft Beer @DeveloperWil #wpsyd
Editor's Notes
- #3: Hand up whoβs been to Ikea. Now keep your hands up if youβve struggled to find the exit. Ikea donβt care about βthe optimal routeβ to cash register. Snake around store. Stop, Fantasize about relaxing in a luxurious king size bed in your ideal bedroom, which rug pattern is just right. Maybe take a break half way through and grab some Swedish meatballs. Itβs all about a multitude of options and journeys. You want to buy a TV. Go to the TV section. There are only TVβs in the TV section! You canβt buy a fridge or fantasize about which thermomix will be cooking your dinner tonight. Just TVβs Get what you came for and get out.
- #6: Designing a landing page is great Going to look at great design elements later Drive people to a landing page to do one thing Drive them from where?
- #9: Why sent traffic to LP and not homepage or any other internal page on website?
- #10: Orange areas are links, buttons, clickable areas HP: 100 links = attention ratio or 100:1 IP: 50 links = attention ratio of 50:1 LP: 1 link = attention ration of 1:1
- #11: Marketing campaign for area in red
- #13: May have multiple CTA areas on the page addressing different needs, issues, resistance to converting 100% money back guarantee Get 2 new clients in 30 days If you donβt get results in 28 daysβ¦
- #15: Headline must be consistent with marketing campaign: advert/email/tweet Reinforcement statement β you are here becauseβ¦. You need to buy this thing/ You canβt do without it because
- #16: In context: Show it being used/show what it does
- #17: Redress: anticipate what questions people will have. What would stop them going ahead
- #18: Create that WANT
- #20: Make it all about THEM
- #21: Make it all about THEM
- #22: Obviously not to an extreme personal point
- #23: charlottesville medical research You can also use timers and countdowns. Or βonly on this pageβ offers β navigate off this page and itβs gone!
- #24: Two types of customers: SPENDERS & SAVERS
- #25: Youβre not going to design perfect landing page on 1st attempt Very important β tweak your page to convert higher numbers Canβt measure change if you βchange too muchβ
- #26: Existing theme templates If your theme doesnβt have a specific landing page template. They usually come with a βFull Pageβ template (without sidebar)
- #27: Demo of Chrome Inspect & Customizer CSS
- #28: Demo of Chrome Inspect & Customizer CSS
- #29: Demo of Chrome Inspect & Customizer CSS