{"id":27,"date":"2009-05-31T14:19:02","date_gmt":"2009-05-31T18:19:02","guid":{"rendered":"http:\/\/gregkrehbiel.com\/marketing\/?p=27"},"modified":"2009-06-07T14:19:41","modified_gmt":"2009-06-07T18:19:41","slug":"landing-page-optimization","status":"publish","type":"post","link":"https:\/\/gregkrehbiel.com\/marketing\/2009\/05\/31\/landing-page-optimization\/","title":{"rendered":"Landing page optimization"},"content":{"rendered":"<p>These are my notes for a <a href=\"http:\/\/sipaonline.com\">SIPA<\/a> Roundtable discussion on landing page optimization.<\/p>\n<p>The visitor to your landing page is asking these questions:<\/p>\n<ul>\n<li> Am I in the right place?<\/li>\n<li> Can I trust this site \/ company?<\/li>\n<li> What do I do next?<\/li>\n<\/ul>\n<p><i>Am I in the right place?<\/i><\/p>\n<p>Consider how the visitor arrived at your site and make the transition from the previous page as smooth as possible.<\/p>\n<p>The visitor has a goal in mind and wants to know if this page is relevant to completing that goal.<\/p>\n<p><i>Can I trust this site \/ company?<\/i><\/p>\n<p>Any kid and his mutt dog can make a web page, and web visitors know that. You have to win credibility with your visitors with \u2026<\/p>\n<ul>\n<li> A professional design<\/li>\n<li> A guarantee<\/li>\n<li> A good brand name<\/li>\n<li> Transparency (\u201cAbout Us\u201d and \u201cContact Us\u201d links)<\/li>\n<\/ul>\n<p><i>What do I do next?<\/i><\/p>\n<p>Your page should be goal-oriented. Goals might include \u2026<\/p>\n<ul>\n<li> Browse news articles<\/li>\n<li> Sign up for an e-mail alert<\/li>\n<li> Buy a product<\/li>\n<li> Watch a video<\/li>\n<li> Get more information<\/li>\n<\/ul>\n<p>Whatever goal your page is directed towards, make it plain to the user how to achieve that goal and avoid unnecessary distractions.<\/p>\n<p>However \u2013 don\u2019t try to herd your visitors, and do provide links back to your homepage. (It helps with your page rank on Google.)<\/p>\n<p><b>To optimize conversion rates, focus on usability<\/b><\/p>\n<p>Keep it simple<\/p>\n<ul>\n<li> Make links speak for themselves<\/li>\n<li> Make the structure of your website predictable<\/li>\n<li> Provide clear feedback to user actions<\/li>\n<li> Make it hard to commit a serious mistake<\/li>\n<\/ul>\n<p><b>These are just guidelines \u2026 and I\u2019m not sure they\u2019re all true!<\/b><\/p>\n<p>Think of these concepts as you come up with ideas for your landing pages, but always test them.<\/p>\n<p><b>For Discussion<\/b><\/p>\n<ul>\n<li> Reaction to these guidelines?<\/li>\n<li> What\u2019s worked for you?<\/li>\n<li> What difficulties have you faced?<\/li>\n<li> Have you tried \u2026\n<ul>\n<li> Cool effects (Ajax, jQuery, etc.)<\/li>\n<li> Video<\/li>\n<li>\nUser ratings, testimonials<\/li>\n<li> Other?<\/li>\n<\/ul>\n<li> Do you test your landing pages?<\/li>\n<li> What do you use?<\/li>\n<li> Any problems?<\/li>\n<li>\nAny successes?<\/li>\n<\/ul>\n<p><b>Resources<\/b><\/p>\n<p><a href=\"http:\/\/www.seomoz.org\/blog\/lets-talk-landing-pages\">Let&#8217;s Talk Landing Pages<\/a><\/p>\n<p><a href=\"http:\/\/www.smashingmagazine.com\/2009\/05\/15\/optimizing-conversion-rates-its-all-about-usability\/\">Optimizing Conversion Rates: It&#8217;s All About Usability<\/a><\/p>\n<p><a href=\"http:\/\/www.tamingthebeast.net\/articles5\/landing-pages.htm\"> Creating effective landing pages &#8211; optimization tips<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>These are my notes for a SIPA Roundtable discussion on landing page optimization. The visitor to your landing page is asking these questions: Am I in the right place? Can I trust this site \/ company? What do I do next? Am I in the right place? Consider how the visitor arrived at your site &#8230;<\/p>\n<p><a href=\"https:\/\/gregkrehbiel.com\/marketing\/2009\/05\/31\/landing-page-optimization\/\" class=\"more-link\">Continue reading &lsquo;Landing page optimization&rsquo; &raquo;<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-27","post","type-post","status-publish","format-standard","hentry","category-landing-pages"],"_links":{"self":[{"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/posts\/27","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/comments?post=27"}],"version-history":[{"count":1,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/posts\/27\/revisions"}],"predecessor-version":[{"id":28,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/posts\/27\/revisions\/28"}],"wp:attachment":[{"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/media?parent=27"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/categories?post=27"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/gregkrehbiel.com\/marketing\/wp-json\/wp\/v2\/tags?post=27"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}