I was excited for this panel, which promised some great information on how to perk up your landing pages.  The speaker was:

• Olivier Chaine, CEO & Founder, magnify360.

Bullet Point Review!

• Software-as-a-service delivers different landing pages to different visitors.
• Personal based development is growing.
• One experience, “the best” experience doesn’t work for everyone.
• Why do people abandon?
  • Intent mismatch: their intent when finding your site doesn’t match what your site delivers (i.e. their intent is research and you have buy links but no reviews, or their intent is to buy and you have reviews but no purchase links).
  • Personality mismatch: they just don’t jive with your site.
  • Visual design/ease of use: pretty isn’t always the best, you want it to be functional and branded first and foremost.
  • Product/Pricing perception: you must understand shopper personality types to sell to the different types of consumers.
• Reinforce Banner/Ad Message.
  • Support ad copy; must have direct correlation.
  • Image copy can match too.
• Have a strong call-to-action.
  • Optimize header & call to action copy.
  • Don’t forget the button copy.
• Variation in page flow.
  • Form/copy split up.
  • Can generate 30-50% lift by splitting form questions into multiple pages.
• Mobile.
  • People on their phones have a different intent; may not be ready to buy over the mobile net.
  • If they do want to make the purchase they are fast and very transaction oriented.
• Target Behaviorally.
  • Look at the profile performance.
  • Check weekend performance vs. weekday performance.
  • Check branded landing pages vs. non-branded pages.
• Target multiple personalities.
  • Look at buying process, purchase attitudes, industry knowledge, learning style, purchase criteria, buyer readiness.
• Design for the customer.
  • Why are they here TODAY?
  • How do they THINK?
  • How do they BUY/STICK?
  • What kind of DIALOG is best to have with them?
• TEST, TEST, TEST!
  • Use manual testing & improvement.
  • AB & Multivariate testing.
  • Behavioral targeting & optimization.

Points brought up during the Q&A

• Start page variation by removing elements or large ad copy chunks & seeing what happens.
• Try completely different designs entirely.
• Making changes to landing pages allows you to buy more traffic & still be profitable.
• 25% conversion rate increase can mean a 75% volume increase, which means more buying power.
• Start small with behavioral targeting.
• Test often, measure always.
• Work with your sales and customer service departments to optimize.
• Find the right technology partners.
• Have fun & remember that this is about engaging with people.
• What to ask an agency before hiring them?
  • Do they optimize manually or automatically?
  • Do they focus on small elements or full pages?
  • Do they do behavioral targeting?
  • What kind of reports & analytics do they have?
  • Are they a full service agency?
  • Do they have any performance guarantees?

I really learned a lot from this session since I’m not entirely familar with landing pages.  This really got me jazzed to apply what I’ve learned the next time I need to assist on a landing page design or even if I have to make one myself!  I might even try to do a landing page for something to excercise this new knowledge.

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