A look at how you can make your landing pages better.

1. Know More

2. FUNDAMENTALS OF LANDING PAGE
Agenda
What is Landing Page
Landing page is usually linked to:
Types Of Landing Page
4 Steps of Making an Effective LP
Presentation by:
Pooja Shanbhag

3. What is Landing Page
 A web page a customer arrives at after clicking on one of
several forms of advertising
 A piece of extended information of the ad clicked by the
visitors
 Display directed sales copy that is extension of the
advertisement, search result or link
 Landing page is also known as ―lead capture page‖

4. Landing page is usually linked to:
 Ad campaigns
 E-mailers
 Coming soon page

5. Types Of Landing Page
Standalone
Landing Page
Microsite
Internal
Website
Landing Page
• Reference Landing page
• Transactional Landing Page
• Microsite
• Product details Page
• Homepage as a Landing
page

6. 4 steps for making an effective LP
Right Foundation
Building Page Level Strategy
Testing the LP
Optimization

7. Right Foundation
Right Foundation
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Not part of your website
Have a clear goal and strategy
Integrated
Various LPs should be designed during the campaign
Make your page visible on all devices
Various Landing Pages to be designed
Think experience

8. Not part of your website
 Pages that are part of
website are typically meant
for browsing & discovery
while those that are outside
of website are topic-focused,
and designed for conversion
 Visitors
are
interested in
service
specifically
product or
 Dedicated Landing page can
be specific to the traffic
source a visitors arrive from
and can result in higher
conversions

9. Have a clear goal and strategy
 What is the main purpose of
landing pages? Is it to get
more leads or sales?
 That goal is what drives
strategy and landing page
design
 It will be hard to know
where to go next if the
strategy is never clearly
defined from the start
 So knowing what a Landing
page should accomplish
before ever start on it

10. Integrated
 Once landing page has captured a lead or sale, the experience
shouldn’t just end
 Landing pages should be fully integrated into a larger cohesive
post-click program
 The entire conversion experience for your visitors from preclick (what they clicked on), to post-click (the pages they land
on) through post-conversion (what happens to them after they
convert) should be mapped

11. Various LPs should be designed during the
campaign
 Various different LPs targeting different audience should be
designed
 This can help to promote the product in various ways targeting
different segment

18. Make your page visible on all devices
But will your fancy
design work on all
devices?
Yes.

20. Think experience
The moment of click-through — is the typical first impression
in modern marketing
But too often that impression is….

21. Annoyance
Disappointment
Boredom

22. What do we want our prospects to feel at this crucial
moment of truth?

23. Delight
But How?

24. 4 steps for making an effective LP
Right Foundation
Building Page Level Strategy
Testing the Landing Page
Optimization

25. Just By building page level strategy
Design
Content
Form
3 Key Elements of Landing Page

26. Design

27. Fundamentals of Design
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Keep it Clean
Choose Your Images Carefully
Show Rather Than Tell
Use What's Familiar to Your Audience
The Call to Action
Add Directional Cues
Put the most important content above the fold

28. Keep it Clean
 A minimalist approach to design helps to focus on the message
 There should be nothing on the page to distract from your core
message
 Only include links if they're absolutely necessary, such as
the Buy button, or for an in-depth tutorial of your product
 There should only be three routes out: finding more about the
product, buying the product, or the web browser back button

29. Choose Your Images Carefully
 Images can be the best way of showing off your product
 Images are eye-candy, but when it comes to a landing page,
images are mostly clutter. Images distract the reader from your
main point, and increase the load time of your page
 Research by the Aberdeen Group found that a one second delay
in page load times meant 11% fewer page views and 7% fewer
conversions

30. Show Rather Than Tell
 When it comes to sales,
the more you can show
what your product does for
customers, the stronger
your sales message
 For example, if you're
selling a web app you
could offer a guided tour
of product features or if
you are offering an e-book
or e-course, you can
provide a sneak peek
inside

31. Use What's Familiar to Your Audience
 Using what's familiar to your audience helps establish trust and
boosts conversions
 Landing page design should be such that it matches with the
colors and fonts of the website
 If readers are clicking from website, then the transition from
main site to the landing page should appear seamless

32. The Call to Action
 Call to action tab should
be prominent and big in
size so that it is easily
noticeable
 The call to action tab
should be with rounded
corners in shape

33.  Color should contrast from
the rest of the site so it
sticks out
 While deciding the color of
call to action tab color
wheel should be taken in
consideration

35. Add Directional Cues

36. Put the most important content above the
fold
 Most people view just
above the fold, be aware
of that

37. Content

38. Fundamentals of Content
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The Headline needs to make a keyword connection
Focus on one thing
Showcase the value
Use a second person narrative
Use bullets
Text on button

39. The Headline needs to make a keyword
connection
 Connect the visitor’s expectation to the first line they read on
landing page
 The prospect just clicked was about something specific, so the
headline should deliberately reiterate those words
 Assure the visitor he landed on the page he needs

40. Product Keyword
Brand Keyword
Need Keyword
Keyword-targeted
experiences

41. Focus on one thing
 An effective landing page
must be singularly focused
on one subject
 Deliver information on
point with exactly what
your visitor came for

42. Showcase the value
 Highlight the value of your offer multiple times on your landing
page
 Use subheads and captions to state the value of your offer in a
variety of places on the page so they can’t be missed

43. Use a second person narrative
 Simply stated, use the word ―you.‖ Don’t refer to your visitor
as a job title or generic seeker of a resolution to a problem.
Don’t refer to your company by its name if you can help it.
Write ―our.‖

44. Use bullets
 Bulleted lists work great
on landing pages
 Its easy to preview the
contents in short and
sweet passages
 Use icons or small images
to steer the eye to the
main points

45. Text on button
 The question on the user’s
mind is what do I get and
how?
 Its better to use verbs.
Include phrases such as
―Learn how to…‖ ―Get
insights…‖ ―Save time…‖
―Download the…‖ ―Know
more‖

46. Remember to say thank you
 A must-do best practice
simply because it is polite
 They are a way for you to
thank visitors for their time
and interest and to confirm
that they did indeed
complete a purchase or
that the whitepaper is
being sent to their email
 They are a great chance to
upsell your visitors and to
continue their experience
with your brand

47. Fundamentals of Forms
 Don’t Keep Lead Capture Form plain
 Form Placement
 Ask for Less information

48. Don’t Keep Lead Capture Form plain
Before
After
V/S

49. Form Placement
 Always place your form above
the fold
 A study done by Neilson Group a
few years ago with 232
participants reading thousands
of websites show that the
dominant reading pattern is in
the shape of an F
 Typically, a reader starts at the
upper left hand corner of the
page and their eyes will
horizontally scan the entire
width of the text

50. Ask for Less information
 Ask only for the information which is needed to move the
transaction forward
 Dan Zarrella at Hubspot researched 40,000 web forms from
their customers and discovered that the conversion rate
increased by 50% simply by reducing the number of form field
from four to three

51. 4 steps for making an effective LP
Right Foundation
Building Page Level Strategy
Testing the Landing Page
Optimization

52. Testing the LP
 A/B Testing
 Multivariate Testing
 Innovate varied alternatives
 Make sure the page loads fast
 Use Heat Maps

53. A/B Testing
 A/B testing is a good
method for innovation test
cycles where you are
testing two or three wildly
different landing pages

56. vs.

57. Multivariate Testing
 Multivariate testing is
perfect for iteration cycles
where you are to refine a
landing page by testing
variations of page

60. V/S

61. Innovate varied alternatives
 Innovation testing cycles should test pages that are very
different from one another – significantly different

62. Make sure the page loads fast
 People don’t like to wait,
attention spans are short
 Keep your landing page simple
 Don’t use many images or
videos which will cause delay
in loading
 Google Developers can help to
know how fast our page gets
loaded

63. Use heat maps
 Use heat maps to
see where people
are clicking the
most
 This will also help
to notice sections
where people tend
to click, but which
aren’t clickable -

64. 4 steps for making an effective LP
Right Foundation
Building Page Level Strategy
Testing the Landing Page
Optimization

65. When LP Should be Optimize?
 Low Conversion Rate
 High bounce rate
 Low time spent

66. 4 easy steps to optimize your Landing
Page
Be Clear
About The
Action You
Want Visitors
to Take
Tweak Your
Page
Monitor
Stats

67. Tweak Your Page
 Remove everything that's not relevant to your landing page
goal
 Make it simple
 Tweak the copy
 Tweak the design
 Make your forms simple and compelling
 Play around with buttons
 Insert directional cues
 Tweak your offer

68. Discussion

69. Thank You