take off with landing pages | digital conference | 27 october 2016
TRANSCRIPT
@CharityChap @MsMandyJ
UK Director of Partnerships, Change.org
Email: [email protected]
Twitter: @MsMandyJ
@CharityChap @MsMandyJ
What we will cover today...● What landing pages are● Why they are vital to success● Biggest mistakes ● Founding principles● Examples● How to ● Free landing page consultancy bonanza
@CharityChap @MsMandyJ
What is a landing page?
A landing page is a campaign specific page, with one purpose and one purpose
only:
to drive an action.
@CharityChap @MsMandyJ
Why are they vital for success?Because you have campaigns for more donations, marathon runners, volunteers, petitions...all of which need action.
● Most website pages encourage further exploration and research, not action. ● So if you want the user to do something - make a donation or enquiry - you need to
focus their attention.
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What actions might someone take on a landing page?● Make a one-off donation● Make a regular gift● Sign to a fundraising event● Request a community fundraising pack● Enquire about another type of fundraising (lead generation)
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The business case
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The business case
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The business case
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Elements of a landing page
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Put sh!t in: get sh!t outWhat happens when you make cr@p landing pages?
@CharityChap @MsMandyJ
Put sh!t in: get sh!t outWhat happens when you make cr@p landing pages?
@CharityChap @MsMandyJ
Put sh!t in: get sh!t outWhat happens when you make cr@p landing pages?
@CharityChap @MsMandyJ
Biggest mistakesThinking a landing page is just a page you land on
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Biggest mistakesNo clear call to action.
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Biggest mistakesNot including a reason to take the call to action
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If you remembering NOTHING ELSE:1. You have a maximum of 15 seconds to stop
someone clicking away2. Lower conversion rate = lost money 3. Your go live date is not your completion date - is
the start of your live testing.
@CharityChap @MsMandyJ
The never-ending form...
You’re not finished yet!!
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The ‘bore the living hell out of me’ page...
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The ‘what the flip is this field for?’ field
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The e-card?
Seriously?
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@CharityChap @MsMandyJ
The £3 million form
@CharityChap @MsMandyJ@CharityChap : @MandyChange
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Mandy to insert copy example
The focused ask
21% conversion
The focused ask
63% conversion
21% conversion
The focused ask
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@CharityChap @MsMandyJ
102% conversion
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Which image performed better?
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Free consultancy time!!!
@CharityChap @MsMandyJ
In case you’ve forgotten...
1. You have a maximum of 15 seconds to stop someone clicking away
2. Lower conversion rate = lost money 3. Your go live date is not your completion date - is the
start of your live testing.
@CharityChap @MsMandyJ
Questions?
