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Idea: the landing page bible: learn to design effective landing pages

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Adler Interactive - landing pages that convert

August 11, 2010

Segment to create strong headlines

Wondering which headlines drive the most conversions?

Try segmenting your traffic through simple choices and then using the
primary choice as your headline. If you give your users basic choices
they will provide ideas that you can then use to create powerful
headlines and messaging.

Use segmentation to get to know your respondents interests and then
write headlines that clearly address them.

Contact me if you want more details and examples!

Posted at 01:44 PM | Permalink | Comments (0) | TrackBack (0)

June 01, 2009

Listen to my interview on the Techno Granny Radio Show

Posted at 08:18 PM | Permalink | Comments (0) | TrackBack (0)

February 18, 2009

If it is your landing page, every opinion counts but yours.

It seems like career or at very least account suicide to tell clients
that their opinions are the few that do not matter. Yet, I have done
that on numerous occasions - as tactfully as possible of course!

But when you think about it, companies are not their own customers and
they are not legitimate consumers of their own content. In addition,
they have a very filtered view of their product or service that exists
far outside of what others would know. Because of this, corporate
opinions about their landing pages and conversion paths are often the
least useful.

I have equated this to a chef who dislikes a particular dish and wants
to remove it from the menu - yet everyone in the restaurant who tries
it loves it. Well, many times when companies decide they don't like the
taste of their landing pages, they kill the dish before the customer
gets to taste it.

So, if you are marketing online don't be afraid to put ideas out there
- even ones you may not personally like. You may be surprised to find
that your prospects respond far differently than you imagined.

Posted at 07:45 PM | Permalink | Comments (0) | TrackBack (0)

January 24, 2009

What went wrong? Maybe you should ask...

It's been said that you learn as much from mistakes as from successes.
Although, clients would prefer not to hear that! However, in the world
of post-click marketing, this has never been more true.

We are easily able to test and determine which messaging is most
effective at reaching our conversion goals. This makes it easy to tell
exactly which message doesn't work...

Or does it?

One of my favorite fallacies of logic (yes I have a favorite fallacy)
is "Post hoc ergo propter hoc." In English this means "after this,
therefore because of this."

I say it is my favorite because it is the argument I have heard over an
over in my career:

It goes something like this: "We tried (fill in the blank) marketing
before and it didn't work." "Our prospects don't respond to (fill in
the blank again) marketing."

These statements are thrown around board rooms, conference calls, and
every other conversation about marketing and advertising you can
imagine. Yet, in all of these "statements of fact" there is rarely a
true dissection of WHY a campaign didn't produce the desired results.
What was the target? What was the value proposition? Was it easy to
respond? Were responses correctly tracked and documented? The questions
to determine the true reasons for apparent lack of success go on and
on.

So, you've read this far. But, what do we do with all of this? Simple,
let's ask those that didn't convert why our message was less relevant
than the source that gained the click.

In a few select campaigns we are asking these questions and
incentivising those that didn't convert to tell us why they didn't.
Now, it is important that this is done at the right time and in the
right way. We certainly don't want to make it more appealing for
prospects to not convert! However, if done correctly, there is a
substantial amount of information that can be gained from those
"failures."

One last thing: If you decide to ask, be sure to check your
organization's ego at the door. What you hear may surprise you. At very
least, you will be prepared the next time that your company questions
the "why" of a campaign's failure. This will be a very different
conversation than the "That type of marketing just doesn't work for
us."

Posted at 10:25 PM | Permalink | Comments (0) | TrackBack (0)

January 22, 2009

Optimization Confusion - what is the difference between Search Engine
Optimization and Conversion Optimization?

When speaking with prospective clients, many times they are confused
about the word "optimization." It's understandable, we throw the word
around a lot in this industry and are often talking about two very
different aspects of online optimization.

Search Engine Optimization is generally regarded as the practice of
developing your online presence in such a way as to improve relevant
search engine rankings. There are a number of strategies and methods
utilized both on the site and also throughout the Internet through the
use of blogs, social media, inbound links, etc.

Seach Engine Optimization is a detailed and ongoing work that SEO
experts research and perform continuously to keep up with the search
engines.

Conversion Optimization is a bit different. This is the practice
landing page optimization and conversion path optimization to increase
conversion rates on landing pages. Landing page optimization requires
an understanding of the prospects needs and the development of clear
value propositions and obvious call-to-action. In order to convert
visitors from user to lead or customer, a number of strategies need to
be deployed to maximize the relevance of your communication to your
prospect.

Both are very important elements of a successful online offering. The
best online strategies include a mix of both SEO and landing page
optimization.

Posted at 01:14 PM | Permalink | Comments (1) | TrackBack (0)

January 18, 2009

Join our new LinkedIn Group - Online Conversion

Anyone who wants to learn more about online conversion through landing
page and conversion path development is welcome to join and contribute.

Click here to join.

Cisco

Posted at 10:40 PM | Permalink | Comments (0) | TrackBack (0)

Landing pages and conversion paths: What's the difference?

We often blog or write about landing pages since this is the most
universally known term for a campaign specific page developed
specifically for lead generation or ecommerce. Wikipedia defines
landing pages as:

"In online marketing a landing page, sometimes known as a lead
capture page, is the page that appears when a potential customer
clicks on an advertisement or a search-engine result link. The page
will usually display content that is a logical extension of the
advertisement or link, and that is optimized to feature specific
keywords or phrases for indexing by search engines."

However, we also often use the term "conversion path" in the same
sentence as "landing page." So, what is the difference? Conversion
paths are generally what we recommend to clients due to several
pronounced advantages they enjoy over landing pages.

Conversion paths provide a more strategic approach and allow users to
segment themselves based on their particular interest, need or
situation. After segmenting, the subsequent pages are developed to
speak more directly to that user's interests and needs. Several
advantages are:
* Increased conversion due to relevancy and simplification of the
message. We do not have to tell someone every feature of our
product or service if we have properly segmented them. Now, all we
need to communicate is how it fits their current need.
* Improved brand voice. Being all things to all people at one time is
rarely the best approach to establishing a strong brand position.
By segmenting, your company can better establish its brand in the
user's mind as relevant and a provider of a specific value they
seek.
* Marketers learn more by analyzing segments. Clients often find sub
segments and new markets by paying close attention to the choices
made by prospects. This information can be utilized to develop
future campaigns and to help develop focus and direction in
subsequent online marketing.

There is no specific formula or right or wrong approach. Knowing which
tool to use is as important as having the tools available. When in
doubt over whether to choose a landing page or conversion path, the
same holds true as in all other marketing activities that we recommend.

Test and never stop testing.

Posted at 03:22 PM | Permalink | Comments (1) | TrackBack (0)

January 17, 2009

Don't propose on your first date

I realize that sounds like an odd title for a blog on landing pages and
conversion paths but there are some interesting similarities between
dating and online conversion: Traditional landing pages are a bit like
proposing on the first date. Give a little bit of information, offer
some promotional gift or chance to win and make your pitch.

Conversion paths, on the other hand, are a bit more like a courtship
with your prospects. Instead of jumping right into the hard sell (will
you marry me?) you begin with a dialogue and learn more about your
prospect by allowing them to make choices and segment themselves. As
you learn about them, you are able to tailor the conversation on
subsequent pages in a way that they most identify with.

The advantage of this approach is that by the time you are ready to
"pop the question" and ask for their information, you have learned more
about them, they about you, and those who have made the journey are
interested in you for you. Much better than just marrying you for your
money (or promo).

Don't get me wrong, there is a place in landing pages and conversion
paths for free offers and incentives. It's just important to understand
that they are not the only thing and should only be part of a more
thoughtful strategy.

Posted at 10:48 PM | Permalink | Comments (0) | TrackBack (0)

Submit your landing pages for review

We are accepting submissions to review landing pages and provide
feedback on changes that may help improve conversion.

Post your landing page in the comments!

Posted at 01:31 PM | Permalink | Comments (0) | TrackBack (0)

January 15, 2009

Direct marketing, landing pages, and PURLs

Most of my posts are targeted to online lead sources. However, landing
pages and conversion paths are equally effective for improving the
effectiveness of offline traffic sources like direct mail.
Many print providers have taken notice of this fact through the use of
Personal URLs or PURLs. These are unique URLs which are generated for
each prospect on a mailing list and usually include the person's first
and last name. PURLs are a way to differentiate your offer, however
they are not perfect.
Advantages:
* Unique
* Personalized
* Feature landing page solution
* Allow for pre-filled forms to reduce effort from respondents

Disadvantages
* May discourage response due to privacy concerns
* Clients must pay for each PURL even if no one responds
* Landing pages are often created by inexperienced landing page
designers
* Message testing is difficult and prospect self-segmentation is
rarely used
* Require printing on more expensive digital presses due to
personalization
* Poor quality leads are often reported from respondents who just
visited the landing page and filled nothing out

Like any strategy, PURLs should be tested against non-PURL campaigns to
ensure that the PURL solution is the most effective direction to take.
We also recommend that PURL landing page designers study landing pages
and conversion paths and use those strategies and best practices to
encourage prospects to become legitimate leads.
Another option is to create landing page and conversion path campaigns
for your direct marketing without the use of the Personalized URL.
Doing this can be more cost-effective and also reduces the privacy
concerns that prospects may feel. In addition, standard offset printing
can be used which is far less expensive per piece than digital variable
data presses.
In comparing PURLs with non-PURL landing pages, you may discover that
the cost per lead is significantly less using a non-PURL solution.
However, you may find that PURLs improve your response rate so that the
additional leads justify and cover added expense.
The solution? Test, test, test.
If you are interested in learning more about how to improve upon PURLs,
whether your company currently offers/uses them or not, click here.

Posted at 09:52 PM | Permalink | Comments (0) | TrackBack (0)
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About

Archives

* August 2010
* June 2009
* February 2009
* January 2009
* December 2008
* November 2008

Recent Posts

* Segment to create strong headlines
* Listen to my interview on the Techno Granny Radio Show
* If it is your landing page, every opinion counts but yours.
* What went wrong? Maybe you should ask...
* Optimization Confusion - what is the difference between Search
Engine Optimization and Conversion Optimization?
* Join our new LinkedIn Group - Online Conversion
* Landing pages and conversion paths: What's the difference?
* Don't propose on your first date
* Submit your landing pages for review
* Direct marketing, landing pages, and PURLs

Recent Comments

* Chad Bordeaux on Optimization Confusion - what is the difference
between Search Engine Optimization and Conversion Optimization?
* wlbradley on Landing pages and conversion paths: What's the
difference?
* Michael Coffey on Tailor your message to the source of visitors
* Chris on Tailor your message to the source of visitors
* Cara C. on What restroom signage can teach us about conversion
paths

August 2010

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