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Think like a customer
● Customers should feel
comfortable and safe
● Customers should feel, that they are
in the right place & at the right time
● Customers should get
exactly what they expected
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WHO is your customer?
● Age, gender, language, interests
● Motivation (active / passive)
● New vs. returning user
● Location (at time of conversion)
● Device (at time of conversion)
● Time(-zone)
● ...
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Sample customer 1
● Male, 27 years
● Active search via
Google (AdWords)
● Desktop
● Rainy Saturday
● Around 3pm
● Returning user
Possible goals
● Take a look around
(for new product)
● Buy product
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Sample customer 2
● Female, 33 years
● Facebook Ad
● Mobilephone
● On her way to work
● Around 7am
● New user
Possible goals
● Register for a
newsletter / more
information
● Save some
products into
basket, buy later
● Set a reminder
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Sample customer 3
● Male, 21 years
● Facebook Ad
● Mobilephone
● On his way to a
concert
● Around 6pm
● New user
Possible goals
● Share some funny /
interesting stuf
● "Usual branding"
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Create your landing page(s)
● Use the same headline
as the ad
● Keep it simple: no
unnecessary navigations /
distractions
● Use (one) "emotional
element" like image /
grafic / video
● Guide your customer
● Always consider mobile
● Make A / B tests shared by brandpopulace at visual.ly
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Sample landing page 1
● Male, 27 years
● Active search via
Google (AdWords)
● Desktop
● Rainy Saturday
● Around 3pm
● Returning user
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Conclusion
● Each of your client is special and
deserves to be treated separately
● Be creative, be flexible, be changeable
● Think like a customer
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Useful links
Building a landing page
● 9 Landing Page Goofs that Make
You Lose Business:
http://goo.gl/eO3TMP
● How to Build Your Website Like a
Supermarket: http://goo.gl/7sXrcc
● Best Practices for Landing Page
Design: http://goo.gl/WL2yx6
● Perfekte Landingpages für Online
Shops: http://goo.gl/XZ0gDg
● 3 Key Lessons for Websites:
http://goo.gl/ituLre
● How to Score Big with Your
Landing Page Design:
http://goo.gl/o1A6zi
Google AdWords
● 7 Ways to Write Super-Efective
AdWords Ads: http://goo.gl/ef8Gjt
● 3 Ways to Improve Landing Page
Conversion: http://goo.gl/M9f7C1
Facebook Ads
● 15 Ways to Use Facebook Custom
Audiences: http://goo.gl/DPON5r
● A Facebook Advertising Strategy
For Ecommerce Stores That Really
Works: http://goo.gl/uqYjLI
