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Curious to know how successful Landing Page works?
Here's a thread about how a single purpose web page is important when you want to achieve a single goal: To do a single thing.
Based on "The 7 principles of conversion-centered design" from @Unbounce’s e-book by @oligardner
Here's a thread about how a single purpose web page is important when you want to achieve a single goal: To do a single thing.
Based on "The 7 principles of conversion-centered design" from @Unbounce’s e-book by @oligardner
1st Principle: Attention
“Attention Ratio is the ratio of the number of things you can do on a given page, to the number of things you should do. When talking about marketing campaigns, you should only have a single goal, and thus the Attention Ratio should be 1:1”
“Attention Ratio is the ratio of the number of things you can do on a given page, to the number of things you should do. When talking about marketing campaigns, you should only have a single goal, and thus the Attention Ratio should be 1:1”
Have you seen a landing page that has multiple buttons?
These distracts your web visitors accomplishing their goal: Doing one thing only.
When distraction happens, they’ll wander around your website resulting to ineffectiveness.
Landing Page attention ratio requires 1:1
These distracts your web visitors accomplishing their goal: Doing one thing only.
When distraction happens, they’ll wander around your website resulting to ineffectiveness.
Landing Page attention ratio requires 1:1
Exceptions No. 1: Multiple links/buttons with the same goal.
“On long landing pages, you should repeat your call to action throughout the page so it’s there to trigger action based on the different content being read.”
“On long landing pages, you should repeat your call to action throughout the page so it’s there to trigger action based on the different content being read.”
Exception No. 2: When using anchor links in navigation
“…each link simply scrolls you down to the appropriate section of the page. They aren’t “leaks” that take you elsewhere.”
“…each link simply scrolls you down to the appropriate section of the page. They aren’t “leaks” that take you elsewhere.”
Anchor links are the buttons or links you’ll find on a landing page that when you click them, you’ll scroll down to a specific section of the landing page without you exiting it or opening a new tab or window.
This is needed for long scrolling landing page.
This is needed for long scrolling landing page.
2nd Principle: Context
“Are you giving prospects all the information they need in order to convert? It’s your responsibility as a marketer to provide the necessary Context: both pre-click and post-click.”
“Are you giving prospects all the information they need in order to convert? It’s your responsibility as a marketer to provide the necessary Context: both pre-click and post-click.”
1. Pre-click
“There’s much you can learn about the intent and expectations of your users based on the source they came from.”
“There’s much you can learn about the intent and expectations of your users based on the source they came from.”
“Put differently, the source of the inbound traffic (pre-click context) gives you clues about what a user will be expecting to see on your corresponding landing page (post-click requirements).”
Take a look at the diagram below to see different level of context.
Take a look at the diagram below to see different level of context.
Knowing where your web visitors came from gives you valuable insights what your landing page will look like.
This is like an episodic style story.
If the inbound traffic came from Twitter, then the post-click needs to provide the continuation of the story.
This is like an episodic style story.
If the inbound traffic came from Twitter, then the post-click needs to provide the continuation of the story.
Keep in mind not all source of inbound traffic is quality. It’s more of quantity.
Not all visitors are ready to do the next thing from your landing page.
The important thing is you understood where they’re coming from.
Not all visitors are ready to do the next thing from your landing page.
The important thing is you understood where they’re coming from.
2. Post-click
“Depending on the channel being used, the landing experience can require different styles, types and amounts of information in order to connect the dots.”
The episodic style I pointed out.
“Depending on the channel being used, the landing experience can require different styles, types and amounts of information in order to connect the dots.”
The episodic style I pointed out.
“This means that your corresponding landing page has to pick up the slack and make up for missing Context. It should echo the copy from your ad, but also expand on it and continue to persuade.”
The continuation of the story.
The continuation of the story.
To make it simple:
Pre-click = Teaser or Headline
Post-click = The story or Body of message
Pre-click = Teaser or Headline
Post-click = The story or Body of message
Important note for context:
Message Match and Design Match
“There are two relatively straightforward concepts that can help you maintain Context from your traffic source to landing page:”
Message Match and Design Match
“There are two relatively straightforward concepts that can help you maintain Context from your traffic source to landing page:”
1. “Message Match is all about having a headline that closely matches the headline or call to action of the upstream ad/email.”
If you’ve seen the headline from the Pre-click context, it needs to be seen in the Post-click as well to avoid confusion.
If you’ve seen the headline from the Pre-click context, it needs to be seen in the Post-click as well to avoid confusion.
2. Design Match is the same except it’s based on the hero shot and color palette of any visuals presented in the ad/email.
Design reinforces your landing page as trustworthy, anything that’s not on-brand send alert signals or “Time to bounce!”
Design reinforces your landing page as trustworthy, anything that’s not on-brand send alert signals or “Time to bounce!”
And the good ol’ Headline:
“Whatever the context of the pre-click experience, remember that your ad attracts Attention, and it’s the job of your landing page headline to maintain that Attention long enough to determine whether the page delivered on the pre-click promise.”
“Whatever the context of the pre-click experience, remember that your ad attracts Attention, and it’s the job of your landing page headline to maintain that Attention long enough to determine whether the page delivered on the pre-click promise.”
Headline from the pre-click reinforces web visitors to know more.
Headline from the landing page sustains the attention.
If there’s an inconsistency, your web visitors will lose interest and exit from your landing page.
Better hold that attention!
Headline from the landing page sustains the attention.
If there’s an inconsistency, your web visitors will lose interest and exit from your landing page.
Better hold that attention!
3rd Principle: Clarity
“…If we make our visitors strain and struggle to figure out what our offer is or why our business is unique, the back button will become the CTA, sending folks back to the next ad in the list.”
The bane of landing page.
“…If we make our visitors strain and struggle to figure out what our offer is or why our business is unique, the back button will become the CTA, sending folks back to the next ad in the list.”
The bane of landing page.
Important note: UVP vs UCP
“Your homepage’s primary job is to communicate your Unique Value Proposition, whereas your landing page’s job is to communicate the Unique Campaign Proposition (hat tip to Bryan Eisenberg for that term).”
“Your homepage’s primary job is to communicate your Unique Value Proposition, whereas your landing page’s job is to communicate the Unique Campaign Proposition (hat tip to Bryan Eisenberg for that term).”
Homepage = Relaying your UVP
People will visit your homepage to do one thing: Know you more. This could mean they can jump from page to page.
Landing Page = Relaying your UCP
People will do one thing: Know what you offer. They will focus on getting from point A to point B.
People will visit your homepage to do one thing: Know you more. This could mean they can jump from page to page.
Landing Page = Relaying your UCP
People will do one thing: Know what you offer. They will focus on getting from point A to point B.
Important information on Clarity:
“Information Hierarchy is concerned with the order with which the copy on your page is presented, both in literal terms (which comes first) and in terms of the visual dominance (what stands out most).”
“Information Hierarchy is concerned with the order with which the copy on your page is presented, both in literal terms (which comes first) and in terms of the visual dominance (what stands out most).”
Now this is where designers and copywriters work together.
Getting clear on what information needs to be seen first in order to avoid confusion.
Remember: A confused buyer will never take the next steps.
Getting clear on what information needs to be seen first in order to avoid confusion.
Remember: A confused buyer will never take the next steps.
To get the most clarity here’s what @oligardner recommends:
“5-second tests are a great way to uncover Clarity problems.”
Remember that because it’ll uncover unclear message.
“5-second tests are a great way to uncover Clarity problems.”
Remember that because it’ll uncover unclear message.
Important information on Clarity:
Clear vs Clever
“Another reason pages often lack Clarity is that marketers are often sucked into trying to be cute or clever in their communications.”
Clear vs Clever
“Another reason pages often lack Clarity is that marketers are often sucked into trying to be cute or clever in their communications.”
The mortal sin of copywriting:
Clever message.
This distracts your readers and you’ll lose them if the clever message doesn’t convey anything at all.
Always write for clarity!
Clever message.
This distracts your readers and you’ll lose them if the clever message doesn’t convey anything at all.
Always write for clarity!
4th Principle: Congruence
“Congruence, simply put, is aligning every element on your page with your singular campaign goal.”
To achieve congruent landing page, @unbounce recommends trying an exercise:
“Congruence, simply put, is aligning every element on your page with your singular campaign goal.”
To achieve congruent landing page, @unbounce recommends trying an exercise:
“The simplest way to grade your landing page on Congruence is to take all the content (every paragraph/headline/subhead/image description) and put it into a boring-ass Excel spreadsheet”.
“This exercise not only removes any emotions caused by the design, but it will also allow you to take an objective look at your content and determine whether it’s moving away from your campaign goal.”
Congruence is all about alignment. If there’s a subtle irregularity, people will get confused.
Reminder: Again, when people get confused, they won’t take the next steps.
Reminder: Again, when people get confused, they won’t take the next steps.
5th Principle: Credibility
What’s worse than confused people? People will say they don’t believe anything you say.
“That’s what happens when someone lands on your page and encounters any element that strikes them as untrustworthy.”
What’s worse than confused people? People will say they don’t believe anything you say.
“That’s what happens when someone lands on your page and encounters any element that strikes them as untrustworthy.”
Here’s how you create credibility:
“…You should create/source/request content for as many types of social proof as are relevant to describing the trustworthiness of your business.”
“…You should create/source/request content for as many types of social proof as are relevant to describing the trustworthiness of your business.”
Without social proof, people are more hesitant to take the initial step.
Relaying trustworthiness to get the attention of your ideal customers is the biggest obstacle of any businesses.
Relaying trustworthiness to get the attention of your ideal customers is the biggest obstacle of any businesses.
Important notes for Credibility:
A. Hyperbole, relatability, and believability.
Hyperboles — “We’ve all seen them before: statements claiming the product or service is life changing, amazing, mind-blowing or a game changer.”
Hyperbole is a credibility killer.
A. Hyperbole, relatability, and believability.
Hyperboles — “We’ve all seen them before: statements claiming the product or service is life changing, amazing, mind-blowing or a game changer.”
Hyperbole is a credibility killer.
“Humans are tribal by nature. We tend to more strongly believe what people say when we have a relationship with them.”
“The success of your social proof lies in your ability to demonstrate the transformative effect of your product or service on the lives of your users.”
“The success of your social proof lies in your ability to demonstrate the transformative effect of your product or service on the lives of your users.”
B. Referral
“One of the most potent types of trust is the personal referral.”
“A referral is a recommendation made by an independent party, often in the form of a social share.”
“One of the most potent types of trust is the personal referral.”
“A referral is a recommendation made by an independent party, often in the form of a social share.”
“Boost Credibility on your page by including specific, transformative testimonials that credit your product/service as the source.”
Word of mouth is still unbeatable when it comes to social proof. It’s a force to be reckoned with.
Word of mouth is still unbeatable when it comes to social proof. It’s a force to be reckoned with.
6th Principle: Closing
“There’s nothing more simple yet complex than asking someone to make a decision. Yes or no. Do it or don’t do it. Now or later. Now or never.”
It’s straightforward process but getting your customers to move? It’s complicated.
“There’s nothing more simple yet complex than asking someone to make a decision. Yes or no. Do it or don’t do it. Now or later. Now or never.”
It’s straightforward process but getting your customers to move? It’s complicated.
Factors about Closing:
A. Negative Influences are:
“Stop words: words, phrases or graphical elements that are placed in close proximity to your CTA which may create a moment of pause as your visitor contemplates its meaning.”
A. Negative Influences are:
“Stop words: words, phrases or graphical elements that are placed in close proximity to your CTA which may create a moment of pause as your visitor contemplates its meaning.”
“Trust seals are commonly used with the goal of increasing confidence, when in reality they can come across as desperate.”
And that’s not good news. It turns your landing page as “Me! Me! Me!”—all seller-centric.
And that’s not good news. It turns your landing page as “Me! Me! Me!”—all seller-centric.
What to do?
Replace those seller-centric with customer-centric assurance like Secure Checkout, SSL, UX, and other security related tools.
Replace those seller-centric with customer-centric assurance like Secure Checkout, SSL, UX, and other security related tools.
B. Positive Influences
“Examples of positive influences are statements that reduce anxiety at the point of conversion.”
“For instance, being explicit about how long it will take for a call back gives people a point of reference.”
Now that’s customer-centric assurance!
“Examples of positive influences are statements that reduce anxiety at the point of conversion.”
“For instance, being explicit about how long it will take for a call back gives people a point of reference.”
Now that’s customer-centric assurance!
C. Click-worthy CTA Copy
“Another critical part of the conversion equation is what you actually write on your buttons: your call to action.”
The Price of Free: “Contrary to popular belief… the word “free” can have a negative influence on conversions.”
“Another critical part of the conversion equation is what you actually write on your buttons: your call to action.”
The Price of Free: “Contrary to popular belief… the word “free” can have a negative influence on conversions.”
We all know that, free is still not free.
You get a resource at the price of your email.
Providers will put you in their sequence to set you up with a paid offer.
I mean that’s fine but don’t be like a bait-and-switch.
Look at this to comparison:
You get a resource at the price of your email.
Providers will put you in their sequence to set you up with a paid offer.
I mean that’s fine but don’t be like a bait-and-switch.
Look at this to comparison:
Plus this chart below:
There’s a significant drop when the CTA has the word “Free”
A directional word “Here” had also increased the click-through rate.
Neat!
There’s a significant drop when the CTA has the word “Free”
A directional word “Here” had also increased the click-through rate.
Neat!
7th Principle: Continuance
“After the conversion has taken place, your work’s not done. As an optimizer you should think of what a possible next step could be and design an experience to ask your new lead/customer to take that action.”
“After the conversion has taken place, your work’s not done. As an optimizer you should think of what a possible next step could be and design an experience to ask your new lead/customer to take that action.”
This is where your web visitors need a gentle nudge.
They want the next step, so ask them while you still have their attention.
It’s not being pushy because what’s the role of a Landing Page?
Get them from their current state (Point A) to their desired state (Point B).
They want the next step, so ask them while you still have their attention.
It’s not being pushy because what’s the role of a Landing Page?
Get them from their current state (Point A) to their desired state (Point B).
And there you have it.
Landing Pages are one of the most important things to learn when you’re building your business.
Combine it with copy + conversion-centered design = Goals achieved for both you and your web visitors.
A win-win situation we all love!
Landing Pages are one of the most important things to learn when you’re building your business.
Combine it with copy + conversion-centered design = Goals achieved for both you and your web visitors.
A win-win situation we all love!
Check the e-book out: https://unbounce.com/conversion-rate-optimization/the-7-principles-of-conversion-centered-design-free-ebook/
Follow their Twitter page: @unbounce
That e-book is one of my favorites from their website.
If you find this thread helpful:
Like it, retweet it, and comment on it.
I appreciate you and @unbounce too!
Thanks for reading!
Follow their Twitter page: @unbounce
That e-book is one of my favorites from their website.
If you find this thread helpful:
Like it, retweet it, and comment on it.
I appreciate you and @unbounce too!
Thanks for reading!
