The Seven Deadly Sins of Landing Page Design @tim_ash #KISSwebinar Presenter Tim Ash CEO at SiteTuners . Tim Ash is author of the bestselling book Landing Page Optimization, and CEO of SiteTuners. Over the past 15 years, Tim has helped hundreds of US and international brands improve their web-based initiatives, including Canon, Google, Facebook, Nestle, Verizon Wireless, Texas Instruments, Cisco, and Coach. Tim is a highly-regarded keynote and conference presenter, and the chairperson of Conversion Conference. He has published hundreds of articles and is the host of the Landing Page Optimization podcast on WebmasterRadio.fm. About SiteTuners • San Diego based conversion rate optimization agency • Large and small company clients worldwide Practice areas: • Conversion-focused website blueprints (full redesigns & quick facelifts) • Landing page test plans & testing strategy development • Internal optimization team mentoring & training Ignore your lading pages at great peril at your bottom line You are ignorant and blind Your baby is ugly How you see your web marketing… …your visitors’ view The seven deadly sins of landing page design Sandal World landing page. What are you supposed to do here? What is the desired CTA on this PPC landing page? Show the customer what you want them to do Create a clear focus Too Many Choices 146 clickable links! Get them closer to the goal… Asking For Too Much Information Get them closer to the goal… What’s the minimum information you need? Do you really need all this information? Too Much Text Would you read all this? Even for a very technical product, this is too much Not Keeping Your Promises The promise of expert reviews …but you have to join first Visual Distractions Too much color and too many things Banners that move and cover text Lack of Trust Unhelpful risk reducers Helpful risk reducers Would you buy a grand piano from this site? Example: Too many trust indicators +"58%" Example: Optimized trust indicators +"40%" Unclear call-to-action Multiple Sins Case Study: CREDO Mobile Find the sins The optimized version Focus areas on the original version Focus areas on the optimized version +84% conversions After optimization Take off the rose-colored glasses Get to work

1. Tim Ash, CEO at SiteTuners
The Seven Deadly Sins of
Landing Page Design

2. @tim_ash #KISSwebinar
Join us on Twi er

3. Presenter
Tim Ash
CEO at SiteTuners
@tim_ash
Tim Ash is author of the bestselling book Landing Page
Optimization, and CEO of SiteTuners.
Over the past 15 years, Tim has helped hundreds of US and
international brands improve their web-based initiatives,
including Canon, Google, Facebook, Nestle, Verizon Wireless,
Texas Instruments, Cisco, and Coach.
Tim is a highly-regarded keynote and conference presenter,
and the chairperson of Conversion Conference. He has
published hundreds of articles and is the host of the Landing
Page Optimization podcast on WebmasterRadio.fm.

4. About SiteTuners
• San Diego based conversion rate optimization agency
• Large and small company clients worldwide
Practice areas:
• Conversion-focused website blueprints (full redesigns & quick
faceli s)
• Landing page test plans & testing strategy development
• Internal optimization team mentoring & training

6. WATCH THIS WEBINAR RECORDING NOW

7. Ignore your lading pages at great peril at your
bo om line

8. You are ignorant and blind

9. Your baby is ugly

10. How you see your web marketing…

11. …your visitors’ view

12. The seven deadly sins of landing page design

13. Unclear call to action
1

14. Sandal World landing page
What are you supposed to do here?

15. What is the desired CTA on this PPC landing page?

16. Before& A"er%
Show the customer what you want them to do

17. Before& A"er%
Create a clear focus

18. Too Many Choices
2

19. 146 clickable links!

20. Get them closer to the goal…

21. LOG IN WITH GOOGLE
Start Your Free KISSmetrics Trial

22. Asking For Too Much
Information
3

23. Get them closer to the goal…
Before& A"er%
+%51%%%+%$48,000,000%

24. Before& A"er%
+%17%%
What’s the minimum information you need?

25. Do you really need all this information?

26. Too Much Text
4

27. Would you read all this?

28. Even for a very technical product, this is too much

29. Not Keeping Your
Promises
5

30. The promise of expert reviews

31. …but you have to join first

32. Visual Distractions
6

33. Too much color and too many things

34. Banners that move and cover text

35. Lack of Trust
7

36. Unhelpful risk reducers

37. Helpful risk reducers

38. Would you buy a grand piano from this site?

39. Example: Too many trust indicators
+"58%"

40. Example: Optimized trust indicators
+"40%"

41. Unclear call-to-action
Too many choices
Asking for too much information
Too much text
Not keeping your promises
Visual distractions
Lack of trust
Seven Deadly Sins Recap
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5
6
7
3
2
1

42. Multiple Sins Case Study:
CREDO Mobile

43. Find the sins

44. The optimized version

45. Focus areas on the original version

46. Focus areas on the optimized version

47. +84%
conversions
A er optimization

48. Take off the rose-colored glasses

49. Get to work

50. THANK YOU
Tim Ash
CEO at SiteTuners