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Posts Tagged ‘landing pages’

Attention Wizard.com by SiteTuners.com is a predicting software that simulates human visual processing to your Web page by creating a heatmap to eliminate any likelihood of site flow disruption.

AttentionWizard.com by SiteTuners.com is a predicting software that simulates human visual processing to your Web page by creating a heatmap to eliminate any likelihood of site flow disruption.

This week after the Affiliate Summit in NYC, Tim Ash from SiteTuners.com strongly promoted at SES San Jose his brand new TERRIFIC project for e-marketers called Attentionwizard.com. Probably based on the Fen-Gui’s technology, the software is using best-in-class landing page practices (thanks to programmed “artificial intelligence algorithms”!) to simulate human visual processing and show a heat map study of your own landing pages. You just have to upload a screenshot or mockup landing page image and you get instant feedback about fine tuning your design!

You will be able to identify the key elements in your body copy, eliminate any likelihood of site flow disruption and finally maximize your conversions. You will be able to play with hero shots, call to action buttons (e.g. Free Trial, Buy Now, Add To Cart for US, Add to Baskets for UK), etc. Does it means that there are no need for A/B or multivariate testing? Not sure…

In essence, it will entitle companies to spend more time building a great value proposition for the customer, so let’s call it a “win-win solution”:) I know that this “predicting technology” is unique but I am not paid by SiteTuners, so  but let’s mention similar projects that are already available (not only for “Beta Program Application”…):

CrazyEgg.com – which is tracking clicks to design your heatmap with plans from $9 to $99/month

ClickTale.com – also aggregating heatmap based on clicks from $0 to $790/month

Pagealizer.com – again same technology registering clicks from with plans from $9 to $99/month

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Back to the basics

Oups, I forgot to start from the beginning and I think I need to complete the landing pages part#1 with a “landing page” Definition. So, a landing page is where people “land” when they click on an ad banner, search engine result or email link, or when they visit a special promotional URL.

Consistency, simplicity & personalization:

Now, I feel better, here are 3 key principles that you should respect:

Well-designed Netgear.com PPC landing page focusing on generating product awareness and including various call-to-action: Flash Demo, “More details” or purchase (“Buy Now). The comparison spreadsheet behind the four quick product presentations is very efficient to drive user to the right item.

Well-designed Netgear.com PPC landing page focusing on generating product awareness and including various call-to-action: Flash Demo, “More details” or purchase (“Buy Now). The comparison spreadsheet behind the four quick product presentations is very efficient to drive user to the right item.

1/ Consistency equals to conversion: ideally you want an individual to experience precisely the same wording, look, and feel through the entire conversion process. Ad headline => click link words => LP headline => LP submit button.

2/ Keep it simple (Kiss’ principle for adepts…): include design elements that can have a direct impact on bail factor (e.g. certification, awards, operating system compliance). Graphics must apply directly to the key benefit of the page, rather than generic “feel good” stuff like unknown logos and clip art.
Do not overload your visitors with text: your layout should look fairly straightforward. Overall length of copy, combined with perceived readability (tiny type, reverse type).

3/ Speak to your customer: PERSONALIZE!!! You must use a wording in your headline that is relevant to your client and consider him as an “individual” visitor. Do not point out a product specification like “worldwide leader in X” or “quickest solution on the market”, rather emphasize on what concrete advantage it brings to your prospect (e.g. type of use, solution to a problematic, etc.). I have taken the example of Netgear NAS PPC landing page because I find they replied to the main eCommerce website problematic. They are using Digital River platform to process online transactions and this landing page was added on the corporate site (netgear.com) as a prior qualifying layer to drive sales to online store catalog (buynetgear.com).

Efficient landing page as a synonym of major savings (PPC, banner, etc.)

Yes, it is magic, you are saving $$$. You have 2 reasons for that:

1/ I know this one is obvious. You are optimizing conversion so, it means that you are paying less clicks or less CPM banner ads (I hate this model) to close a sale. Let’s take the example of a branded term that I am paying $0.5 per click with a 80 click per sale ratio (number of clicks required to close a sale). In this case, the CPA is $40, Wow! Now, taking into consideration that I implemented new landing pages instead of my traditionnal product pages (which is nice but really looks like a catalog page), let’s say that I improved my click per sale ratio by 20 clicks (now to 60 clicks per sale) which is totally realistic, I will decrease my CPA to $30 saving already $10.

2/ Now, let’s consider that Google also integrates this into the “quality score” formula. At this step, it’s worth mentionning that they have outlined the three main components of a quality website. Do not hesitate to take 2 minutes to read these guidelines. Adviso provided a nice example on how well-designed landing page affect the “quality score” and could reduce your PPC advertising costs and improve the positioning of your ads. The most important difference (-36%) concerned a very competitive expression with just one keyword. Why not try it. I also found out that the domain name also plays a very important role if it contains your main thematic and/or keyword. In my previous job, I was selling a PDF software. Using a domain name such as www.pdf-reader-creator.com was upgrading me from a low/medium quality score to a high/very high one. Moreover, from a CTR perspective, generic domain names in ads outperform non-generic. You can read a more scientific article about it from MarketingCharts which is based on the UK study conducted by MemorableDomains.co.uk.

Slide 3

Definition: a LP is where people “land” when they click on an ad banner, search engine result or email link, or when they visit a special promotional URL.

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Human being limitations, we are not perfect!

Landing Page Optimization Study Vonage.com. This example shows excellent LP separation. Design & branding elements are consistent with the main site, but layout and user experience is dramatically different.

Landing Page Optimization Study Vonage.com. This example shows excellent LP separation. Design & branding elements are consistent with the main site, but layout and user experience is dramatically different.

1/ Research by Dr. Gitte Linbdgarrd in Behavior and Information Technology indicated that Web users form first impressions of pages in as little as 50 milliseconds (1/20 of as second).
2/ You have up to 8 seconds to convince visitors this page is for them and them alone. At most they will read 15 words.
3/ Usability experts have found that people read about 25% slower on the web, and their perennial recommendation is to use 50% of the copy that you would use in printed material. The average American reads about 50 words online in 20 seconds – if they aren’t distracted by other graphical elements.
5/ Eye-tracking tests prove that people’s eyes flick about a page, reading a few words here, a few words there. People read the first 3 words of paragraphs, bulleted items and then they often stop reading and skip on to the next paragraph and/or bulleted item.
6/ Often men and Google users may never scroll or click to read more. The will make their yes/no decision entirely based on what they can see right away, and convert or move on.

Challenging goals & many entry-barriers

Your ad persuaded them to click. You landing page needs to convince them to stick around for at least a minute and possibly do a bunch of fairly unpleasant stuff:
Do a bunch of reading (90 % of the population doesn’t much like reading)
– Laboriously type their name and address (only geeks use auto form fill)
Hand over a phone number so a telemarketer will pester them
Give an e-mail and take the risk of being spammed
Dig out a credit card and have it stolen by a phisher or fraudster
Pay for something


Top 16 Must Have check-list

1/ Logo (generally on the top left of the page).
2/ Clickable Hero shot (to the left of the text if possible). Easier for human eye.
3/ Conversion action link or button
4/ Headline
5/ Quick offer explanation
6/ Longer product/service explanation
7/ Links to more info
8/ Deadlines
9/ Forms and descroptive tags next to each field
10/ Tagline describing what your brand does or stands for
11/ Security and reassuring elements (BBB, TRUSTe and Verisign icons)
12/ Testimonials: textual,  include photos or audio/video (e.g. “as seen on TV”)
13/ Technical specifications
14/ Guarantees (e.g. create own trust labels: free shipping, money-back guarantee, etc.)
15/ Rich Media elements (streamed video/audio, Flash)
16/ Fine print at bottom (copyright, legal)

Slide 4

Research by Dr. Gitte Linbdgarrd in Behavior and Information Technology indicated that Web users form first impressions of pages in as little as 50 milliseconds (1/20 of as second).
You have up to 8 seconds to convince visitors this page is for them and them alone. At most they will read 15 words.
Usability experts have found that people read about 25% slower on the web, and their perennial recommendation is to use 50% of the copy that you would use in printed material. The average American reads about 50 words online in 20 seconds – if they aren’t distracted by other graphical elements.
Eye-tracking tests prove that people’s eyes flick about a page, reading a few words here, a few words there. People read the first 3 words of paragraphs, bulleted items and then they often stop reading and skip on to the next paragraph and/or bulleted item.
Often men and Google users may never scroll or click to read more. The will make their yes/no decision entirely based on what they can see right away, and then convert or move on.

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