“Landing Page Optimization – 7 Deadly Sins” Webinar Notes

http://www.youtube.com/watch?v=erdEZvOq6wo

Case Study #1: “Free Quote Request”  form title changed to “Instant Quote”. - 54% conversation rate increase on client website.

Other Notes: Visitors decide whether to stay on your page in 2-4 seconds.
 

Sin #1 – Unclear Call-to-actions

What are you supposed to do on this page?

Common issues:
- Spend precious time deciding what to do
- Get confused and frustrated

Redemption #1 – Strengthening Call-to-action

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

Other notes:
- Don’t want too many items competing for attention
- Use the “Obvious Standard”

Sin #2 – Too Many Choices

What do I do next?

Common issues:
- Too many choices cause paralysis
- Can’t find the right link to get closer to desired goal

Redemption #2 – Reducing Choices

The Fix:
- Don’t present detail too early in the process
- Group Choices into a smaller number of categories
- Use visual shortcuts to reduce reading

Sin #3 – Asking For Too Much Information

Is this information absolutely necessary to complete the current transaction?

Common issues:
- Each Extra form field makes the process more imposing
- Information asked for is inappropriate or too personal

Case Study #2: Example Debt Relief Site which sold leads, they changed a form to only include a First Name, Last Name, E-Mail, Phone, State(drop-down), and Debt Amount(drop Down).
- 51% higher conversion
- $48,000,00yr more revenue

Redemption #3 – Simplifying Forms

The Fix:
- Ask only for absolutely-required information
- Collect additional information at a later date
- Short labels and uncluttered form layout

Sin #4 – Too Much Text

Do you really expect me to read all of this?

Common issues:
- Short attention span – people don’t read on the Web
- Information overload – hit the “back” button

Redemption #4 – Shorten Your Text

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 (start by removing adjectives & subjective claims)

Sin #5 – Not Keeping Your Promises

This page is not what I expected!

Common issues:
- Disconnect from “upstream” ad promise
- Promised information is not the landing page

Redemption #5 – Keep Your Promises

The Fix:
- Repeat the ad-text or keywords on your page
- Provide clear access to information from the ad

Sin#6 – Visual Distractions

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 wrong stuff

Redemption #6 – Make It More Boring

The Fix:
- Don’t compete with the call-to-action
- Remove colorful page elements and animation/motion
- Replace generic photos with specific relevant images

Sin #7 – Lack of Credibility & Trust

Why should I trust you & buy from you?

Common issues:
- Lack of endorsements
- No “social proof” (testimonials)
- Trust symbols are not prominent
- Assurances are presented too late in the process

Redemption #7 – Borrow & Solidify Trust

The Fix:
- Feature well-known trust symbols prominently
- Use client logos/brands/media coverage as “badges”
- Remove anxiety with generous polices & guarantees

Other Notes:
- Landing page design is a competitive advantage
- Website Optimizer is a free tool to test landing pages is a good A/B split testing tool
- Most Internet users use a 1024 resolution
- Keep your important information in the the top 2/3rd’s of your page
- Long sales letters are okay for certain products, testing is just as important
- Determine what is a conversion action in long process sales(has to be measurable, and desirable for you company)
- Follow the money, test landing pages that have the most value to you first
- Determine how much each conversion is worth
- Definition of a landing page = anywhere traffic lands on your site
- Don’t have navigation in header, move it all to the side

Read the full Landing Page Optimization – 7 Deadly Sins post on the SEO Blog.

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