vertster - marketingsherpa webinar part 1

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Top 5 Ways to Increase Landing Page Conversion Rates

Scott MillerPresident & FounderVertster

April 22nd, 2008

Stefan TornquistResearch DirectorMarketingSherpa

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Data Sources

1. Surveys of over 6,000 Marketers2. Surveys of End Consumers & Biz Execs3. Lab & Usability Tests4. Research Partnerships 5. Sherpa Exclusive Case Studies – 800+

Research Drawn From:

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The Landing Page Funnel

© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Visitors who briefly glance at the page then click away… average time spent: 4 seconds.

Visitors who give the page a chance, but click away.

Visitors who start to convert, but don’t finish.

Conversions

Incoming visitors to your landing page


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The Landing Page Funnel

© 2008 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Visitors who briefly glance at the page then click away… average time spent: 4 seconds.

Visitors who give the page a chance, but click away.

Visitors who start to convert, but don’t finish.

Conversions

Incoming visitors to your landing page


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Landing Page Tests That Work

© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

Conversions

Tests ConductedBetter Holding

steady Worse

PPC Search Dynamic Changes

68.2% 12.0% 9.2%

Registration forms tweaked62.9% 14.3% 9.8%

Creative elements tested61.0% 14.1% 11.0%

SEO-landings optimized60.1% 13.6% 11.6%

Mobile email clicks optimized56.2% 12.8% 7.9%

None of the above20.9% 12.4% 20.2%


6© 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you.

#1. Dynamic Page Elements



#2. Registration Form Tests


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Buttons



#3:Creative Elements

Creative Rule of Thumb:

Make eyeflow easier …reduce friction


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Tracking Eyeflow


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Tracking Eyeflow



Eyeflow and Typeface

Oh and by the way, if your type is colored anything but black (and blue for hotlinks) people will have a harder time reading it. This is a Verdana 12, bigger than that used on most sites, in a dark gray. Very popular in the blog world.

Why do art directors love white type on a black background so much? Is it because they don't read words on the page so they don't expect anyone else to either? Unfortunately, conversions require more than hip-looking graphics. Ok, sometimes hip graphics work.

Can you read this typeface? Sure, but only because it’s blown up in PowerPoint. The average person over 40 won’t have an easy time in the real world. Yet it’s still one of the most popular font/size combinations online – Verdana 10pt.

Hello and welcome to my lovely headline, which might impress you tremendously

except for the fact that it's centered, so no one can read it .



#4. SEO Landings Optimized


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Only 19%, but…

#5. Re-Design for Mobile


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Re-Design for Mobile



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Mobile Version



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If You Can Do Nothing Else… Budget for Analytics and Testing

44% Don’t measure LP test results40% Only test at launch & leave

forever16% Don’t share test results w/

agency



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Biggest Tip: Measure Landing Pages Based on Final KPIs (Not Interim Clicks)

Alternate LPs Tested August 2007



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Results: Winner



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MarketingSherpa Second Edition Landing Page Handbook

For instant download plus printed copy:

(and we’ll Priority Mail you a printed-and-bound copy within 24 hours)

Special Vertster Offer

Save $100 When You Download Your Copy Instantly

vertster - marketingsherpa webinar part 1

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