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SES 2008 – Landing Pages August 20, 2008

Posted by simarprit in Blogging, Internet, Search Engines, websites.
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Landing Pages and Science of Online Business

This write-up is inspired by the two sessions I attended on Landing Pages at SES 2008, San Jose. I must add a disclaimer that this write-up includes certain parts of my own “random gyan” beyond the framework of the sessions attended by me:

Sage Lewis is good at introducing and setting pace for the speaker, Tim Ash did a good job of not ony talking candidly but also did a good job of letting people know that he is an accomplished expert by encouraging them to buy his book “Landing Page Optimization – The Definitive Guide to Testing and Tuning for Conversion”.

The second session – Landing Page Utopia: Expert Roundtable – was a half ‘n half session. Half knowledge and half sales pitch. Moderator was Ron Belnager from Yahoo ad speakers were Scott Brinker from Ion Interactive, Frans Keylard from Widemile, Alissa Ruehl from Apogge Search and Jonathan Mendez from RAMP digital.

  1. Landing Page – The page where your visitor arrives/ lands. It can be any page and in today’s world of deep diving every page is a landing page. However in this context, landing page(s) is a term referred to those pages which have to run the kitchen and pay for the Ā mortgage, and pay for the gas, and pay for the fee of attending conferences and seminars like this one 8)
  2. Landing Page Testing – The act of experimenting (real life/ live) on a large data set to reach to the most suitable, appropriate and optimized landing page, tweaking and tuning on the way
  3. Define your Landing Pages
  4. Define the goals and expectations from he landing pages
  5. Set measurable targets
  6. Let the visitor determine and have the final say on how your landing page should look like
  7. Keep it above the fold/ envelope to the extent possible
  8. Your visitor is a smart customer/ don’t waste his time
  9. Define the size of your test
  10. Business expectations and your PPC or other spending should point to the test size and techniques you would like to implement/ deploy
  11. Focus on test Data Collection and detail methodologies to be adopted for the same
  12. Plan quick and precise Data Analysis
  13. Use optimization tools effectively including Google Optimizer
  14. Always challenge between the wireframes, which is better
  15. Being minimalist is good
  16. Don’t confuse when closing
  17. Basics of conventional sale apply to your landing page
  18. Give the same respect to your unknown visitor as you give to the potential standing across you
  19. You’ve got him, now convert -eliminate choices, unclutter what remains and focus on on your goal
  20. Be at your best and cut the chase at this stage
  21. Always tell yourself and anyone who matters “Less is Better” when it comes to landing pages
  22. No shortchanging, give him what you promised him on the “click to me” page
  23. Deploy as many confidence building measures (CBMs) in a discreete manner but above the envelope as you can to break the ice. Use risk reducers or CBMS across your pages, don’t create doubt
  24. Customer recommendations on landing pages help, customer references, logos and recommendations on Landing Pages push the envelope little more
  25. Smart transaction interaction could help, avoid re-entry at all stages, avoid useless or unnecessary entry, every data entry beyond stage one pains and pains a lot
  26. No surprises should be your motto with the customers
  27. Measure, maintain and monitor your conversion rate (CR)
  28. Be normal with your error messages, error messages as and when they come should be non intrusive
  29. Having a consistent landing page for a customer helps, use cookies if required.
  30. Plan effective follow-up. Put your phone number at all convenient positions
  31. Make measurement easy, plan micro-sites for your landing pages (where ever possible)
  32. Net is going local, local is critical to your game plan
  33. Search engines can do their job only if you have the data
  34. Make lead generation forms simple, simple, simple.
  35. Seek opinion on your cruical landing pages from all quarters
  36. Design your landing page to meet the goal of the individual even if it doesn;t meet the prefernces of the individual
  37. Testing is continual, just keep testing

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