4b Landingpage Optimization PDF

Making Your Funnel Work
Landingpage Optimization (LPO)

Landingpage Optimization
© https://e-commercemanagers.com 2
LANDING PAGE OPTIMIZATION (LPO)
▪ Value Propositon
▪ Pricing
▪ Wireframe structure
▪ Testimonials + reviews
▪ Trust and security
▪ Headline
▪ Copy
▪ Images
▪ Video
▪ Form
▪ Button color, shape, size, text
▪ Directional clues
▪ Landingpage platforms
▪ Traffic sources
STATS
▪ The average number of form fields is 11 …. But reducing the number of form
fields from 11 to 4 can result in a 120% increase in conversions.
▪ Only 16% of landing pages don’t have navigation bars
▪ 48% of marketers build a new landing page for each marketing campaign
▪ 44% of companies use split testing software
▪ A typical website conversion rate is about 2.35% on average. But the top 10% of
companies are seeing 3-5x higher conversion rates than average.
▪ Using videos on landing pages can increase conversions by 86%.

Source:
▪ Over 90% of visitors who reported reading headlines also read CTA copy. https://www.wordstream.com/
STATS
▪ 53.3% of web traffic is now mobile (Broadband Search)
▪ Companies with 30 or more landing pages generate 7 times more leads than
those with fewer than 10 (Hubspot)
▪ Putting multiple offers on your landing page can decrease conversions by up to

266% (Bluleadz)
▪ Long landing pages can generate up to 220% more leads than above the fold call-
to-action (CTA) (Marketingexperiments.com)
▪ Viewers are 80% more likely to read content that features colorful visuals (Xerox)
▪ Nearly 9 in 10 consumers trust reviews and testimonials.
VALUE PROPOSITION
A value proposition is a promise of value to be delivered, communicated, and
acknowledged. It is also a belief from the customer about how value will be delivered,
experienced and acquired.
Let’s check out some more:

https://www.impactplus.com/blog/value-proposition-examples
VALUE PROPOSITION CANVAS
Instruction video:
https://www.youtube.com/watch?v=Re
M1uqmVfP0
Tip
Develop some variations. At least three
but can also be ten.
Test them. Send 250 visitors to each of

them. And see what resonates.
PRICING
PRICING
Source:
https://marketingtutor.net
PRICING
Source:
www.buildfire.com
WIREFRAME STRUCTURE
▪ Elements
▪ Device
▪ Branding
▪ Clarity (in value proposition)
https://instapage.com/blog/landing-
page-examples
https://unbounce.com/landing-page-
examples-built-with-unbounce/
https://www.leadpages.com/landing-
page-examples
TESTIMONIALS AND REVIEWS
▪ Reevoo found that 50 or more reviews per
product can mean a 4.6% increase in
conversion rates
▪ According to a study from iPerceptions, 63%
of customers are more likely to make a
purchase from a site that has user reviews
▪ Bazaarvoice found that site visitors who
interact with reviews and customer Q&As
are 105% more likely to purchase while
visiting (and spend 11% more than visitors
who don’t interact with user-generated
content)
▪ eMarketer found that consumer reviews are
more trusted (nearly 12 times more) than
manufacturer descriptions.
TRUST AND SECURITY
HEADLINE
▪ On average, 8 out of 10 people will read headline copy, but only 2 out of 10 will read
the rest (https://www.copyblogger.com)
▪ https://buzzsumo.com/blog/most-shared-headlines-study/
▪ The headline includes numbers

▪ The headline is between 5 and 9 (or 16 and 18) words
▪ The headline is negative
▪ The headline has two parts (subheader)
▪ The headline is crystal clear
https://cxl.com/blog/5-characteristics-high-converting-headlines/
▪ Use the trick to put “I want to…”[use your wardrobe for mixing and swapping fashion]
in front of the headline
COPY
Besides header and subheader:
▪ Benefits
▪ Features
▪ Testimonials
▪ Simple language
https://www.wordstream.com /
COPY
https://www.wordstream.com /
IMAGES
Same or more important than headlines (!)
▪ Always create a feeling, leave a impression

▪ Product, abstract or emotion
VIDEO
Two questions:
1. When does it add value? / Makes it things more clear?
2. When doesn’t it add value? / Makes it even more blurry?
→ You don’t need an explainer video to buy a book

→ Explaining how this water driven vacuum cleaner is 10x better than your old one,
might need a video
→ Explaining your behind the scenes process of your actually complicated, but in UX
really (good!) simplified way is getting managed probably is a good use case
▪ Explainers – feature focused

▪ Explainers – benefit focused https://www.makegoodfood.ca/en/home
▪ Product demo’s https://www.adobe.com/experience-platform/intelligent-services.html
▪ Testimonial video’s https://slack.com/intl/en-ca/lp/three
▪ How To Video’s
FORMS
▪ https://klientboost.com/cro/landing-page-forms/
▪ https://www.ventureharbour.com/15-landing-page-form-best-practices-examples/
Variation #3 with no name field and email as the last field resulted in 44.7% more opt-ins
at a 99.9% confidence level. Source: http://conversionxl.com/case-study-how-we-
improved-landing-page-conversion/
BUTTONS
According to Marketing Experiments, consumers go through a six-
step process before clicking a CTA on an email or landing page:
1. Arrest attention
2. Build connection
3. Build problem
4. Build interest
5. Build suspense
6. Transfer momentum
Resources:
https://klientboost.com/cro/landing-page-forms/
https://www.crazyegg.com/blog/high-converting-cta-buttons/
Wow!
DIRECTIONAL CLUES
▪ Arrows
▪ Non-verbal
▪ Eye-focus / direction (looking at/to)
LANDING PAGE PLATFORMS
▪ Unbounce
▪ Leadpage
▪ Instapage
▪ Wishpond
Other marketing platforms are also adding landingpage functionality:

▪ Hubspot
▪ ActiveCampaign
▪ Convertkit
TRAFFIC SOURCES (+IMPACT ON LANDINGPAGE)
Organic search
▪ Keyword will (mostly) be on top / in full sight
▪ Check the intention words… compare / buy / book / order
Paid search
▪ Qualityscore influences directly your CPA
▪ Qualityscore is mostly determined by keywords + conversionrate
▪ =implement dynamisch keyword insertion on landingpage
Direct respons advertising

▪ Download whitepaper
Branding advertising (offline, online… mostly lands on homepage)

▪ If a deal / coupon / offer is communicated.. Above the fold BIG CTA towards page
▪ What was the goal with your campaign…?
Source: https://icondesignlab.com
https://meclabs.com/research/discovery/landing-page-
optimization
Source: https://icondesignlab.com
THE END
▪ Next session about:
▪ 5A: Trial and Lead Generation

4b Landingpage Optimization PDF

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Making Your Funnel Work

Landingpage Optimization (LPO)

▪ Only 16% of landing pages don’t have navigation bars

▪ 44% of companies use split testing software

▪ Using videos on landing pages can increase conversions by 86%.

▪ Putting multiple offers on your landing page can decrease conversions by up to

▪ Nearly 9 in 10 consumers trust reviews and testimonials.

Let’s check out some more:

Test them. Send 250 visitors to each of

▪ The headline includes numbers

▪ Always create a feeling, leave a impression

→ You don’t need an explainer video to buy a book

▪ Explainers – feature focused

Other marketing platforms are also adding landingpage functionality:

Direct respons advertising

Branding advertising (offline, online… mostly lands on homepage)

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