Landing Pages/CRO

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Landing Pages/CRO by Mind Map: Landing Pages/CRO

1. Landing Pages Best Practices

1.1. Landing Page Layout: The Science Behind The Right Conversion Mix

1.2. Keep It Simple

1.2.1. a landing page will only need 4 core elements above the fold:

1.2.1.1. Hero image(s) that clearly communicate the product or services being provided

1.2.1.1.1. Give Special Attention to Your Hero Image

1.2.1.1.2. The hero image is the first item your visitor will notice whenever landing on your squeeze page.

1.2.1.1.3. The hero image should communicate exactly what the user is going to expect/receive from filling out the form, calling, or signing up.

1.2.1.2. Headline/subhead that communicates UVP (Unique Value Proposition) clearly

1.2.1.3. CTA (Call-to-Action) that contains the core offer the visitor will expect to receive once filling out the form

1.2.1.4. Logo where the visitor can click to go to the website homepage

1.2.2. 55% of visitors spend fewer than 15 seconds on your website. Therefore, it’s important to be concise and clear with imagery, copy and iconography throughout your landing pages.

1.3. Shoot for 1:1 Attention Ratio

1.3.1. Focus on a single goal for your landing page and go for a 1:1 attention ratio.

1.4. Use Color Wisely (Make Your CTA Button Stand Out)

1.4.1. Although you may be tempted to have your CTA button color match your branding, we’ve found through our own landing page tests that CTA buttons which are contrasting in color (stand out easily) tend to convert better.

1.4.1.1. Never introduce work in your CTA copy.

1.4.1.1.1. So if you’re writing a newsletter that leads to a landing page where the user will have to sign in to watch a video, don’t write a CTA in the newsletter that goes, “Sign in to watch the video.” That’s introducing work.

1.4.1.1.2. It doesn’t matter that, in fact, they will have to sign in to watch the video; all that matters is what the end user wants. What do they want? To watch the video. So test CTA copy that reads something like “Watch the video” (and then add a few words about the value of doing so).

1.5. Get Visual with Your Copywriting Descriptions

1.5.1. Although it may sound counterproductive, with copy, you want to show, don’t tell. Here’s what I mean:

1.5.1.1. “Get totally customized and awesome deals directly from shops you like to buy from without the hassle of searching the web for hours” and follow up with, “Here’s how” – Much more effective in communicating UVP & ROTI

1.5.2. By suggesting an attitude, visitors will likely behave in the same way as the attitude.

1.6. Add Social Proof to Boost Credibility

1.6.1. This can be in the form of statistics, video, case study, review, ratings, number of customers who use your product or service, or a written response or comment.

1.7. Place Iconography Over Text Whenever Possible

1.8. High Quality Images (No Pixelated Photos…EW)

1.8.1. One of the best ways to convince people your product or service is high quality and worth their while is through relevant imagery.

1.8.2. Using that golden image is so important, since the perfect hero shot can do wonders for your conversion rates.

1.9. Include Relevant Qualifying Questions in Your Form

1.10. Choose CTA Button Copy Wisely

1.11. CRAP – Contrast, Repetition, Alignment, Proximity

1.12. Make Sure Your Landing Page is Mobile Optimized

1.13. Gate content

1.13.1. online materials, such as white papers, articles and videos that require that users fill out a form before they can access them.

1.13.2. Gated content is a great way to accommodate cooler traffic and encourage visitors to move through the funnel and become a paying customer.

1.14. Don’t Forget Your Thank You Pages

1.15. Add Bottom of the Page CTA Sections

1.15.1. Putting CTA’s not only above the fold, but also at the bottom and middle of your landing page is great, especially for those that are lengthier.

1.15.2. Having a CTA at the bottom of your landing page gives the visitor that last chance to convert before bouncing.

1.16. Use Chatbots to Make Converting a Conversation

1.16.1. Chatbot conversion experiences are a great way to turn your conversion forms into a conversation.

1.17. Always Be Testing

1.17.1. This includes the headline, subheader, colors, hero shot, CTA copy, CTA location, messaging, benefits, USP, offer copy, thank you pages, DTR spots… the list goes on.

2. CRO Trends

2.1. Use Machine Learning To Improve Personalization

2.1.1. The more targeted and relevant your message is to the user who lands on it, the more conversions it should generate.

2.2. Chatbots: Give User The Answer They Want, How They Want

2.2.1. One of the biggest mistakes digital marketers make these days is a simple failure to answer the user’s questions. This starts with the PPC ad itself and is a pervasive problem throughout the entire conversion experience.

2.2.2. And if you can’t give the answer to what he/she is looking for, why would they bother converting?

2.2.3. A great solution for this issue is using chatbots to answer questions about your service/offer in real time.

2.2.4. How a Chatbot could help with the CRO?

2.2.4.1. In the age of artificial intelligence, considering a chatbot is just a small piece of the pie when it comes to conversion rate optimization (CRO) and that pie just keeps getting bigger.

2.2.4.2. Online chatbots save time and effort by automating customer support. 60% of U.S. online adults already use online messaging, voice, or video chat services.

2.2.4.3. Gartner forecasts that by 2020, over 85% of customer interactions will be handled without a human.

2.2.4.4. At the core of chatbot technology is something called natural language processing or NLP.

2.2.4.5. From a CRO standpoint, chatbots are great because humans open up more when they know they’re talking to a bot.

2.2.4.6. The main factors that motivate people to use chatbots are:

2.2.4.6.1. Productivity

2.2.4.6.2. Entertainment

2.2.4.6.3. Social and relational factors

2.2.4.6.4. Curiosity

2.2.4.7. The Value of Chatbots

2.2.4.7.1. Cutsey responses isn’t what makes a chatbot successful. Understanding the visitor’s/customer’s needs is.

2.2.4.7.2. People want to get the information they need as soon as possible with as little friction as possible.

2.2.4.7.3. One of the main selling points of bots, as previously mentioned, is that they offer instant access to value while eliminating friction.

2.3. It’s Time To Recognize That CRO Goes Beyond The Page

3. What Makes A Good Landing Page

3.1. Best Landing Pages: Where The CRO & Design Barrier Breaks

3.2. Landing Page Value Proposition Examples

3.3. Expert tips

3.3.1. a good landing page needs to effectively answer the core sales objections the user will have.

3.3.2. you need to offer a clear, simple and pain free way of moving to the next step in the process.

3.3.3. You always want to adhere to your businesses design standards–but it’s okay to deviate slightly with landing pages, as they are usually targeted to a specific market and require something more than what’s on your website. At the end of the day, you want your landing page to be warm, inviting and to the point — whatever colors and layouts you need to portray that is up to the designer. There is no single, end-all, templates that will work for everything.