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7 Tips to Never Have a Bad Landing Page Again/Boost Conversions by Learning Exactly What Your Customer Wants…Without Asking Them!

Video Summary

Landing pages are essential, but if you try to wing it, you’re likely going to end up with the dreaded Frankenpage. In this session, Justin will share his 7 best tips to ensure that your landing pages actually convert! There are two kinds of user tests: Active Tests & Passive Tests. Justin shares the difference between the two and why you need to invest in passive user tests to improve your user experience and boost conversions for companies of all types and sizes.

Speakers

I’m a professional who is constantly surprised, fascinated by these surprises, and on a mission to be surprised again.

Did you follow that? Here’s what I mean:

If someone asked me 10 years ago what I’d be doing with my career, I never in a million years would have guessed that I would have found myself running a marketing department with the mission to help double the size of 10,000 businesses.

Never.

Why?

Well, I was the stereotypical liberal arts major and thought marketing and sales were ICKY and had no place as a part of my life.

But I found out how fascinating and fulfilling it is to deconstruct marketing puzzles using data, creativity, and technology. In marketing, I found a more fulfilling (and better paying) way to satisfy curiosity with the end result of growing companies.

The surprises don’t stop!

Ever.

If someone asked me 5 years ago whether I thought sales had any place in my professional ecosystem, I would have said “Oh HELL no!”

But surprise, surprise…

I quickly learned that bridging the gap between sales and marketing was a new business puzzle worth tackling and I’ll approach it with data, creativity, and technology.

tl:dr I’m a tech-savvy marketer that runs toward change and loves puzzles.

What you will learn?

  • How to create a great landing page
  • Understand what a landing page is
  • The four conversion levers
  • Increase leads

[00:00:08] Justin Rondeau

Awesome! I’m super, super, pumped that you guys all came to join me today. I know there’s a lot of options and then especially in the content space optimization stuff is always kind of like icky and I’m not going to get like super, super, data-oriented but one of the things that I would be digging into here is really what constitutes a great landing page and what would it take for you to be able to do this kind of on your own without any special Consultants, like whatever just you’ll be able to dig in and have a landing page that will actually convert because if you’re driving traffic using content and you’re not converting anybody, guess what?

You’re not doing anything for your business. What is this all about right? Content is about this awareness play, and about kind of building, the kind of you know, new sources of traffic to your site. And if you don’t know how to convert them, you’re going to have a bad time. Before I get into this, I know this title doesn’t really represent that mishmash title that was out. That was actually two talks put into one. It’s a funny story Byron asked me to share, you know, a couple of ideas for a talk. I sent him two and instead of picking one. He just put them both. It’s like, so me, I probably should have done my due diligence and I decided you know, yeah. I’ll see what I’m talking about later on, like I’m talking about two things. And guess what I’m talking about today? Neither of those. I’m not going to talk about the 7 tips or anything like that. I’m going to show you just fundamentally how to construct a landing page that will convert regardless of the industry and regardless of you know, what your level of experience is.

[00:01:44] Justin Rondeau Introduction

So, first of all, you might be going, well who the hell are you? I’m Justin Rondeau. That’s my super professional headshot. Normally, I would be pacing more but it’s better because that’s in front. And I mean front of that the whole time. I don’t have a clicker either because I’m super prepared. You know, I test things at Digital Marketer, make us more money.

I’ve run probably five at this point, probably 750 or so plus with test analyze around 3,000 of them for B2B in e-commerce companies really all around the board. I’ve trained some of the leading optimization teams and launch them at Fortune 500 companies, and I really think print shirts are dope.

Except I was at a bar the other day, and then everybody had them, and I was like, I don’t stand out anymore, because if there’s one thing you’re going to learn about me today, is I love attention.

 

[00:02:30] Question: Why isn’t my page campaign promotion converting like I thought?

But I have a question for everybody here. Everybody has this question, at one point in time, they go, “Why isn’t my page campaign promotion converting like I thought it would?” Right and then how many people have just been like I think this is going to knock it out of the park. I think I’m going to be able to really, really like bring this thing home. And then you realize like hey that is just not working for me. Does anybody know why is that, that happens? If anybody saw Dennis Yu he said, you know, we have to get used to 90% of our stuff just being garbage, which if you get used to that you’re going to succeed trust me, does anybody really like know like why things just don’t convert on landing pages, why your promotions fall flat on their face? And this gives me a lot of interaction. Yes?

[00:03:12] Answer from Audience [inaudible]

[00:03:14] Justin Rondeau

Yep, purpose is important. What else we got?

[00:03:18] Answer from Audience [inaudible]

[00:03:20] Justin Rondeau

Oh Bingo, that’s one of the big ones and really the answer is that I like to say is your landing page isn’t addressing one of the main four conversion levers and you both hit main points on those. So here they are, you have your offer, the articulation of that offer, you’re targeting and then the design.

[00:03:42] Landing Pages

Right and here is the best part, with landing pages you can directly impact all four of those levers and I’m going to show you how to do that today. That’s the whole point of this and another, like what I got my start really doing lots of optimization split testing before I kind of dug into more marketing strategy and running the department here at digital marketer.

[00:04:04] Reasons to Test

One thing. I like to remind people is you do need to test these things out. Remember if 90% of the stuff we do sucks and we’re not testing it, we’re just going to keep sucking. Okay. So, here’s three main reasons and the guy in the back really pointed this one out three reasons. You need to test you need to be looking at these things is one, you’re not your customer or your target market.

You’re not. Shin your super, super, close to your product and offering and I have an example of like how I’ve royally screwed that up at Digital Marketer and the big one we’re often wrong. But that’s it, we’re just wrong a lot. And guess what? That doesn’t mean anything. Like I saw one guy say, he was a he was a split testing dude, and he was like, I have a 90% you know win rate on split test and I said bullshit because you don’t okay, like you’re just gaming the system there.

It’s not the case, people are wrong get used to it. So first, let me like elaborate more on like you’re not your customer. This is something that we do at Digital Marketer, it’s our customer Avatar worksheet, and this is actually one of our main avatars for our agency partners. That’s agency Jimmy over there.

Okay, and we Market to agency Jimmy, but do you know who is an agency Jimmy this guy? But do you know who isn’t agency Jimmy? This guy. That is not agency Jimmy. Okay, none of these things mean anything right? I’m not that person. But I’m the one creating the messages. Right, that’s where we miss a lot. That’s where you’re going to be missing on the offer side of things.

Here’s another one. You’re too close to your own product.  So, whether you’re developing content like your landing pages or really anything you need to make sure things are just unbearably clear, like really, really, stupidly clear. Right and here’s an example of where I screwed that up. We had this one product called Digital Marketer Lab and we had another one called Digital Marketer HQ.

[00:05:55] Digital Marketer Lab and Digital Marketer HQ

All right. So, we’re a training, a Marketing Training organization. Digital Marketer Lab has like, you know some checklists and like a community webinars and HQ had our certifications. The question we would get for two years. I’ve known him for two years is really stupid. They’re like, well, what’s the difference?

Should I get one or the other, do I get both and I’m just like why can’t you guys just see, it’s so clear to me what this is. Then I realized like oh, yeah, these are there’s a lot of overlap here. So actually collapsed Digital Marketer HQ into something that’s now called Lab Plus, where the certifications are now a part of the lab product at a different tier.

So now we simplified our product line where there’s one product, three pricing tiers Lab Basic Lab Plus, Lab Elite. Man, that’s a lot easier to explain like I can do that. You know, I’ll be able to do that later tonight while we’re all having drinks. I’ll be able to nail it. Whereas before I go like, well HQ it really good. And the other one is just where often wrong.

We’re not mind readers. Okay. Even the most educated guesses can be wrong. Like seriously like sometimes they’re just variables we can’t think of. There’s holidays, there’s you know influx and different traffic sources. There’s all sorts of weird stuff happening, and we’re just generally.

Actually, I got started at a company, it’s not there, it doesn’t exist anymore. The company called Witch Test One. We did split tests, like split test analysis and I break things down and here is an example of like where were often wrong, and I’m kind of like professing this already. I’m going to ruin the like illusion here, but if I were to ask you which one of these got more leads, that are both like, got more leads and higher quality leads, one that required you to have, that had required fields of the other at had optional Fields, who thinks required fields?

Who thinks optional Fields? Yeah, see that one. I screwed that one up. I screw the delivery there. You’re right. You guys the whole point of this isn’t really like required versus optional. The whole point here is generally like, you’re wrong, and it happens and for the best reasons. You think that yeah required fields are important, but you know just got to sometimes try some things out and here’s another one.

This one was something, that was done by Dell along then this is an old, old, Dell site. But again, just proving the point here. This is on their B2B side like cloud computing and they realize there’s about I think 26 total pages on here and they noticed something for when they got new leads that. See that little sub navigation there, and then a lot of conversion people will say like navigations terrible or sub-nav for no one clicks tab for those things. It’s like, you know figure it out, but those pages were the same pages that most people who converted like would view. All of those pages people who generally converted into high-quality leads saw those pages, so they said hey, “Why don’t we expedite that?”

[00:08:39] Let’s put those all front and center and get them clicking those things and getting to those pages that are going to move them down the funnel and that turned into a 39% increase in Enterprise leads. Again, it’s just a thing of knowing what you’re going after. That flew in the face of a standard like optimization best practice. But what it did do was it kind of had a data-driven landscape there.

[00:09:01] What is a Landing Page

So now I know we’re here to talk about landing pages and that’s what we’re going to be digging into so question. What is a landing page? An interaction.  Okay the page you land on, you click on an offer. That’s great. I kind of like wanted to fix some people up, nope your landing page is your first impression and technically I’ll get to the real definition in a second.

So, you’ve got to make it count. All right, so landing page technical definition. Thank you, Google. The page through which visitors entered your site super, super, cool. But here’s the thing. If you go through their landing page like definition, look at that DigitalMarketer.com though at the technical level, is our top traffic landing page.

It’s certainly not a landing page though, right? Technically. We’ll talk later Tim, but you’ll see here like a lot of these are the landing pages here in our LP folder because what I believe the practical definition to be is in Digital Marketing landing page is a standalone web page created specifically for the purpose of a marketing or advertising campaign.

It’s where a visitor lands when they have clicked on a Google AdWords ad or similar. See landing pages, by the very technical definition are the first, is the page that you land on but as optimizers and as marketers our landing page is the page that actually has a level of intent on it or we have a goal in mind. So yeah coming from these different sources. I don’t know why I put those errors there.

[00:10:30] Why Start with Landing Pages

But why start with a landing page? Why do I want to focus on landing pages, right now? Mainly like whatever you’re doing full funnel optimization, like you want to try and find your major opportunity areas. Landing pages generally are one of the easiest ones to do because they’re, you’re either paying for traffic to these things.

You’re likely using some sort of landing page builder. So, they’re easy to like test and figure out and try new things and like simply put like it is your best foot forward and your starting point and that’s what that slide says. So, I kind of jumped the gun there but going back to what I talked about at the beginning.

[00:11:00] Four Factors that Impact On-Page Conversion Rate

For why campaigns failed. There are only four factors that impact your on-page conversion rate and your job is to figure out which conversion levers to pull for your new variant. That’s your job here. So, let’s look at these ones again. We’re going to start digging down. So, offer, do people want it?

That’s kind of you know basic, basic, but people forget they’re like, oh, of course people want this thing, right? Litmus test really have you sold anything. Right, or how about this?  Does your customer actually want what you’re selling? And here’s the kicker, at this point in the journey?

Because they could want what you got, but maybe not yet. Right, so you have to contextualize these things. Another thing is, is there a high perceived value and high actual value? Do you know what when you have a high perceived value and low actual value is, it’s called lying.

[00:11:59] Shortcuts

Don’t do that, right? So, here’s some quick offer shortcuts that we can use if you think and I’ll show you how to diagnose if you have an offer problem, but here’s a great way to really diagnose that right away. Is it audience specific? Is it one big thing speaks to a known desired end result? is there immediate gratification? Does it shift the relationship? Is there a high perceived and high actual value, and there’s a rapid consumption? Think of like when you purchase things at a checkout aisle. Those are the types of things as entry point offers that will do some serious stuff for you.

Another thing for paid type offerings. Is it an impulse buy, again high perceived high actual? Simple and understandable to your customer, not to you? Simple and understandable to your customer or your prospect? And then is it useful, but incomplete? Be careful with that incomplete part, you don’t want to give a car away without the steering wheel, but you also don’t want to give the farm away, right?

[00:12:52] So we do this through a methodology called splintering where we take like our core offering say like Digital Marketer Lab which is about a bunch of checklists, courses, and those types of things and we’ll take one of those out, and sell that for like $7 and then we’ll have a conversation later like hey great, great, that you got this thing. But did you know there’s like 35 more just like this and all this other stuff, you could try for a dollar today, right? So it’s incomplete but not maliciously, right? They’re still getting value from that asset. Okay. So your offer, if you have about a you can’t and shouldn’t optimize a bad offer ever. Right, again that goes back to lying. Like if you’re trying to, it’s really putting lipstick on a pig right. You’re like, oh man like this is this thing’s not working. Maybe if we just change the page design. Oh man, like it’s not going to do a thing.

[00:13:41] Articulation

So maybe you have the greatest offer in the world right meteor, but you could be bad at articulation. Articulation is the next conversion lever. So, here’s kind of a litmus test here do people understand it and think of a 5 second test. 5 Second Test was its own website for quite a while, and now it was bought by Usability Hub years ago and I’ll show an example of it.

But this is kind of what you need to know. Is my offer simple and easy to understand for my target market? So, here’s Usability Hub. I’m going to show you how this works very, very, quickly, right? So, what happens is people see this and say, hey, please read these instructions and this is actually for our homepage.

Imagine you landed here after searching for how to create a digital marketing strategy.  And it will show an image 5, 4, 3, 2, 1, gone.  What does this company do, what do they offer?  If they can’t tell me that in five seconds I lose right?  This is a great thing, you can try out on live sites, on mock-ups, on anything you’re doing, and it doesn’t have to just be digital. I’ve seen people do this for, you know physical packaging for products and those types of great, great website. I don’t work for them or anything. So, don’t worry about I’m not trying to like sell you on it, super useful, especially in the initial phases of launching anything.

And then another one, which is this, this is a question we ask there did you see that they offer community? I really hope they did because we have the word community in the headline. And that’s one of the main reasons people stick with the company. I actually did a brief analysis of people who are in our Facebook group called Digital Marketer Engage and what their lifetime value is, it goes up about 50% which makes our community worth about half a million dollars to the company every year.

So, if people are you know investing in community, which is really the hot topic right now anyways, there’s money in it. Okay. So again, if you can’t explain what you’re offering or why they should care visitors won’t convert. So, you might have this great thing but if you don’t know to talk to the people, you’re going to lose.

 

[00:15:42] Targeting

Okay moving to the next one targeting. Are the right people seeing it? So, this is when you want to start using a customer avatar / targeting match, I mean, this is marketing 101. It’s getting the right offer in front of the right person, right? And so, remember agency Jimmy, there he is. What you want to do in targeting is know, like there’s a there’s a really cool, and we have here for this type of avatar sheet where people start people who like golf right say you’re like a very specialized golf company. I always screw this one up because I know nothing about golf, so bear with me, but I think it’s worth saying. They all know Tiger Woods right, people in golf know Tiger Woods, so does my grandma.  She’s also not a golfer. Why would I be targeting her? You need to start saying, like what is something in your niche that only somebody who was like very, very, hyper into this would want? Who are that like hyper responders hyper customers the people that have the highest value what’s the stuff they’d only know, and target around that. And make sure it’s in line with this right. Don’t just say Golf, Tiger Woods. Those things or like Michael Phelps. My grandma be like, he likes weed, like it wouldn’t do anything for swimming, right?

So, targeting I mean this has changed over time, especially with Facebook and I’m not the best when it comes to Facebook targeting, but any type of paid media platforms you have targeting setups in there. Just make sure you’re asking the ‘but nobody else would know’ question while you’re targeting. You do that, you’re going to win. So finally, again, are you getting the right offer, in front of the right person?

[00:17:16] Design

So, this is where I kind of made my bread and butter, is in design. Not that I’m a good designer, I’m actually terrible. I just know how things need to function and how the website needs to look to actually be persuasive from the design side and be functional because when you’re thinking about web design, all design is, all design should be doing is, like goes back to form follows function.

The form of your site needs to have a definitive function and an action, that they need to take, and this is where I enter the 15-point landing page audit. Actually updated this where it’s a 16-point now, I just didn’t feel like changing this cool thing. I do at the end. So sorry but remember design is messaging plus sequence.

That’s it, right. Your page layout is the sequence in which you present your message just like any element on the page is the answer to a to any sort of, you know questions or objections that people might have right. All page design is, is, the sequence in which you want to do if you want to answer these things.

So, let’s start looking at some cool landing pages. I’m doing a landing page talk and I’ve shown one right? Good job, Justin. So, here’s Netflix’s. All right, pretty, pretty, simple stuff here. Let’s see what they have on here. Look they’re speaking to a desired end result right at the top. They’re doing it twice. How are they doing it twice in here? Can somebody tell me? I know that the first ones easy, the second one and let’s see.  That was so, the free month, she so she said start your free month. That’s more of kind of that’s the call to action. That’s not a desired end result. That is just a result in and of itself. What’s the desire?

[00:18:50] Audience Answer [inaudible]

[00:18:55] Justin Rondeau

Bingo! So, saying you can do this anywhere because the reason you want you want to watch things on the go that is a desired end result by somebody, and then the big one is the more subtle feeling of family there, and enjoying time with your family. They are depicting the desired end result in two ways, and I always recommend use different elements to hit these messages home.

Okay. Price point as we go down and so that’s setting expectations they say right away right away it’s &7.99. Generally on lower ticket items, they will lay it all out there. They’ll say, this is how much we cost. For higher price, higher ticket items, they’re not going to focus on that as much. You see a CTA again, with start your free month again, benefit bullets. They did this a little differently where they have those tabs in there, take it or leave it with how you use tabbing on sites. This does cut down on the size of the site.

I have been seeing on kind of like heat map data lately that people have been clicking it more at least front for my market. I wouldn’t say for you. That’s the case short and detailed expansions on those, reiterated CTA at any point there, and then finally the footer. Okay. So now let’s take at another, Airbnb’s landing page.

Okay desired end result. So, I won’t go through all these, so does it have a desired end result defining the what, so I don’t like this belong anywhere garbage. And here’s oh here’s a fun tip, when you’re writing copy on landing pages, and you’re relying too much on that sub headline just switch them.

Generally, the sub header is actually the headline you want to be using because you’re at that point you’re like, hey cutesy, cutesy, thing, but this is what we really do.  Switch them. They use an emotive video as you go down, there’s use cases, that they’re using with testimonials there. Actually, I make this all fancy and moving.

So if videos use cases, they reiterate the CTA, they are at CL destinations. They begin to build trust further down. And then finally you get into the footer. Okay, so that is kind of how they set up their page and notice there’s going to be some trends that are happening here and we’re going to get one more page and that is from Uber.

So again, desired end result plus the benefit defining the what, CTA, bulleted benefit-rich features, options that connect with different targets, location prompts, reiterated CTA. Maybe a little bit confusing because they are also asking you to also drive and to join and then you get to the footer. Now, there’s some kind of patterns you’re seeing here. The more you see these types of patterns, I dare you to try and defy them because this is how people consume content. This is what people expect to see. People will say, there’s no such thing as best practices. I say, No, but there are common ones. And what is common, is what is best. Because what is common is what is known and approachable. If you change things just for the sake of changing them, you’re doing yourself and your customer a disservice.

So, with design, does the sequence and message displayed on your page evoke an action? Does the sequence and messaging on your page evoke action?

[00:22:02] Fundamentals of Landing Pages

So, now we’ve kind of broken those things down. Let’s start looking at the fundamentals of a page. Remember what I was saying about like elements on pages. All that they’re there for is really to answer questions and overcome objections, right?

So here are some things that we see on landing pages all the time. You know, does it include a button or a form? So we’re going to look at kind of what use these as our constants here. So there’s two types of landing pages really there, you know, click-throughs and Lead gen. Click-throughs going to push you either to a cart page or two more details if it’s kind of a you know, you know different tiers of pricing and those types of things that’s kind of there to wet the appetite, and the other thing to remember here when you’re doing any sort of optimization, whether it’s email landing page or anything like that. Don’t try to sell too much on the landing page like you’re going for whatever the desired action is on that page of that time similarly for email with email do what people the biggest mistake I ever see when people are doing email marketing is they try to sell the click of the email in the subject line, or they try to sell the actual, they try to make the sale in the body copy.

The subject line is there for the opens, the body copy content is there for the click, the landing page is there for whatever the desired end result is, whether it be filling a form or clicking to the next page. Keep focused like that. Don’t try to do what something is not designed to do. Remember form follows function.

Again, there’s little to no navigation here. There’s kind of that 1:1 ratio that all landing pages have. It’s generally reduced. You want to get is as close to the 1:1 ratio as you can. Just note that you need to have some sort of click backs in there, that’s why generally top left-hand logos will have a click back to the main site that’s generally from compliance stuff. It’s also kind of expected there. It’s always funny when I see people like put logos in weird spots or not make them clickable or something like that. They’ll do that on carts and that’s totally cool. But look here a little on navigation, this is a 1:3 ratio from the number of times CTA shows up to all the other links on the page. Uber had a 1:4 and then AirBnb had a 1:5.

Look at you landing pages, and tell me what that is. So, look at the desired link and all the other links you have on the page and see what that ratio is get it, get it focused get it tighter.  Another one that we can’t ignore it needs to look not just look good on mobile and it needs to function well mobile. So, here’s all the mobile sites here and how they look very, very, like you don’t even have to do one swipe with your thumb there, you know exactly what’s going on here watch TV and shows anytime anywhere.

And again, it’s following that kind of desired end result call to action getting in front of those things. So, most people click PPC ads on their phone. Mainly Facebook. Google will still have intent from from like your PC or your desktop, but man if you’re running Facebook ads 80% of my traffic from Facebook’s on mobile.

And my mobile site kind of sucks. So, I guess what I’m doing this quarter changing that but I mean, you know, not perfect it happens. All right, so clear and noticeable headlines. There’s 2 magic questions that your headline needs to be able to answer and this goes back to what I was saying with the main-head and sub-head where people screwed up. The 2 questions are, “what does it do for me?” and then I like to add a 3rd in there, it’s “what do I do next”” If you can do that, man you got a winner. Okay, again don’t get too cutesy.

Something that’s like generally you have been of clarifying but not required sub-headline. But remember with sub headlines were going to overly reliant on them being read. The headlines going to grab it in and people will and then it will borrow the design authority and kind of how people’s eyes will focus on major areas.

They will have that there because it’s in proximity but even still like why you want to make a gamble like that you don’t okay.

[00:25:57] Focused Action

Number 6, focused action that again is reiterated. Okay, once is not enough. If you’re this this one’s key because a lot of people have their button above the fold and just let people scroll down if they have a long form sales page product page anything like that. They don’t have any other calls to action on the page or they wait until all the way down in the footer.

[00:26:17] Comment from Audience [inaudible]

00:26:24] Justin Rondeau

Yeah, I don’t have like a best practice for that. Like one of the things I like to do is like if I were going through the page, it’s like what’s a piece of content there that would be persuasive. What’s a persuasive piece of content that would evoke an action and then I pepper them like that. You’ve also seen people who just kind of like the standard button that follows you as they scroll through.

And well, I’m very known to put way too many buttons on the page because I’m just like whatever like if my whole page is a button then they have to buy right now, but I peppermint kind of around any level of kind of let that like after like trust seals are like I know I don’t have internet in here. I’d show you what we did for a new page we put together for our events notes, where my designers send me back like these gorgeous pages. I was like, yes, It’s not going to sell a damn thing though because you’re not asking anything. Because remember you’re informing, persuading, then asking them to do something.

You’re making an ask, if you’re not making an ask, what are these pages for? They’re just vanity. Okay, so focus actions that’s reiterated and you’ll see here. They have the CTA here five times. They were here twice and that was a long page two. So that was kind of surprising and then you’re right on demand this there.

It was on there four times, and do you know what I really hate, and we even do this at Digital Marketers is another one of those like do as I say, not as I do. I hate when they have anchors like you click a button it’s like okay now go back, or those like let it do, what it’s supposed to do. And they even have like those like animations words like scrolling through the page. Like look how much you’re not reading. Aren’t you glad we’re here. Don’t bother with that.

Yeah here and this is number six again because I don’t know how to count. The fold is still absolutely real. I lose my mind when people like wow fold doesn’t exist anymore because there’s different devices and sizes and tada tada tada.

It’s super real. It’s just elastic. Like are you said Are you seriously saying that if people don’t know what they’re doing like what you do and what to do next with in a glance that they’re going to convert more like the folds not there. No, it’s absolutely there. Generally, when I say above the fold, you need to answer the main questions any customer will have on your page multiple times.

Look at what Netflix did. They had the headline in the same kind of end of desired kind of result that was pictured to the family all cuddled up.  Okay the fold is still alive and well. I think Nielsen and Norman group put something out and I went to town in the comments section.

Forget about that.  And really like let’s stay compliant people don’t get banned. So, there’s a lot of things need to happen. The only privacy policies that you want to make sure you know are in line with things this was kind of what we put together at one point for Google and when Google was more strict than Facebook and we just made everything made sure that we were compliant for whatever the strictest campaigns were out there strictest networks were so that we were just in line across the board.

We didn’t feel like we need to have different pages associated for like Facebook or those other ones because screw it whatever. All right, so we’re playing gate.  Is it a landing page that did? So, is this landing page? I want an answer and I want to why?  By my practical definition good question.

I hear no.  Hear no. No consensus. I know Tim’s going to say yes because he’s contrarian.  All right. Yeah, no, now why so tell me why based on the things we’ve discussed today? Why?

There’s a there CTA search. All right. But yeah, and also it says no here but it’s like blocked so actually have like lots of links and funny things there. So, I’m a little bummed out because that’s where all of the humor is in this presentation. I know gotta keep it above the folds. Man, follow your own advice Justin geez.

I don’t like you.  Please do. So yeah, what’s going on here? There’s excess navigation on here kind of getting to tomorrow what the hell does that mean? But self-storage for your household business storage needs.  Switch only you can do that. All right, is this a landing page? From peeps that walk me this is actually as a cool function because like this will change out periodically where it’s like different benefit Rich kind of things that they’ll be doing there.

It’s kind of a cool page and oh if you want to see before you answer if you want to kind of go and look at tons and tons of landing pages, Crayon.co is a design search engine. They’re based right here in Boston and like when I need to do like page teardowns for some of our content at DM, just go there it’s free.

You just go to like sign up. So, I’d recommend it. If you’re doing any sort of design work. Look at what your competitors are doing. Look at other stuff. That’s where kind of where I pulled these from when I was putting this together.  crayon.co, they did like an optimization hack where they wanted to have people use their paid service.

So like they default to that showing up every time just click out of Intel and go in to inspire and you’re there. So, don’t pay them that much money. Actually don’t tell them I said that, I’m friends with them. Pay them whatever you want and you can’t read it. So, I’m off the rails. Okay, so you guys know the answer to this one.

Yes. This is the landing page kind of right above the fold. You’re seeing what’s going on there. Like what are you doing getting started for free? What is it using Salesforce? I don’t know what that means use walk me put an end to your Salesforce user confusion. I don’t know. Yeah, they’re talking about salesforce user confusion.

Such a there’s a lot in that like you’re missing say it out loud. Just say user confusion. It’s really tough to say. Anyways, yeah, so that that is a landing page. Okay moving on. All right. How about this one?  Yep, bold move. I’m going to say nope for Leslie Knope because she’s my spirit animal.

But yeah, this one again kind of like excess navigation here. This is just a homepage and again by technical definitions. This will be the highest traffic landing page for likely hallways and miklos.  Now, how about this?  This one’s fine.  It kind of depends if you’re doing branded search for kind of category pages.

So if I say Just Faucets someone’s going I want a home a faucet from Home Depot and you’re like bidding on something like that. I don’t want to show them one faucet, right?

That’s why you also don’t want to do what I call hugging the fold where you have all this like designers love doing this where they kind of have everything nice pretty and it fits in there and it looks like that’s the whole page and that’s that.

[00:34:04] 15-Point Audit

So now here’s the 15-point audit what I really wanted to get into this kind of meat potatoes and I have eight minutes left.

So, we are going to go through this. So, this is my 15 Point Landing Page audit, it’s based on off of offer Foreman CTA trust and visual hierarchy. So, here’s what you do pick a landing page. Look at each individual point. Give it a point value, add up all the points, divided by 60 for the score.

I think I have an Excel sheet that does this for you. I’ll find it somewhere. It’s pretty useful in my opinion. So that’s how I break it down like A, B, like this is school all over again. I’m failing people. Factor one offer. How does your offer breakdown? Is the offer clear? Is your offer congruent to your ad referral traffic? Does the offer make sense? Is the offer pictured, demonstrated and described adequately? Remember this is going back to the conversion levers now. The conversion levers drive everything here now. Okay, offer on it. Is this offer clear? Are you marketing in one place?

I don’t know what the hell this is. There’s a dashboard, there’s other things. This is the entire page by the way, there’s nothing else. That’s it. So I get really bummed out of the Gods dashboard or something, but they want free access to another thing. I can bring campaigns from brainstormed execution. I don’t know what this thing is right then is it congruent?  This absolutely is congruent actually. No, it isn’t it absolutely is not congruent.

It’s saying I’m getting a plan template I got here and I’m not getting a template. I’m getting all my wishes fulfilled for my Marketing in one place, right? Simple or complex? It just needs to make sense. Right

Is the offer picture demonstrating described adequately? No. Just no absolutely not and that’s where kind of like more pictures kind of like within dashboards. If you have a dashboard or of it being used by people, like people use kind of like some psychological shit when they have like children using things, because it’s so easy a child could use it and stuff like that.

But you know show it demonstrate it in different ways. So here offer Clarity don’t know what it is one cent. Absolutely not that’s another one because they wanted some template. I’m getting no templates or even seeing a visualize template. I’m seeing a dashboard and then visualization too. So, it has some crappy scores. Offers. Not that great.

So moving on for the same page. Maybe this this whole audit for the same page and you actually start doing this for your own stuff too. I’ve Workshop this and I like to get like people to get reps in on other people’s stuff because I don’t want you guys to use this like this checklist on your site for the first time because you might be either a little too easy on yourself or way too hard on yourself.

[00:36:50] Crucial Form and CTA Questions

So crucial form and CTA questions. Can you actually see the form?  Is the number of fields correlated to the offer value the more Fields you have, the more higher the perceived value must be. Is the form headline compelling and action-oriented? Is the call to action clearly noticeable? If a visitor Scrolls away, can they easily return?

So, can I see the form and CTA? Yeah, I can I still don’t know what it does, but I can absolutely see it. There It is. Is the number of fields correlated the offer value? I guess. I don’t know what this is, but they’re only asking for one thing and I have an awesome spam email address I like to use so, I can just put that in there. Is the form headline compelling and action oriented? No, no, headline only worked in one place but I did like what they did with the call to action. You know, get free access rather than just like give us your email. We’re going to spam you. It’s going to be great.

And this is something I saw the other day. If you see here, like button test. People ask all the time, and me and Tim have like have yelled at like everybody under the sun for this. Like what’s the best button color? I lost my mind on LinkedIn about that yesterday or two couple of days ago. No, a week ago. Wow how time flies. And I saw this, and it’s like oh, green is associated with the wealthy and easiest color for eyes to process.

No, no just doesn’t stand out. Does it look like a button? There you go. Here’s a cool way to make it stand out. This is a color.adobe.com, take your main page color, put that thing in the middle then go to triad and it’s going to show you the different colors that you know stand out when that as your baseline color.

Sweet they kind of did that here because I pulled up that red that shade of red up here. It looks more red than it is online. But that blue and that purplish magenta, whatever the hell that color is. I’m probably colorblind at this point, does stand out and it fits within using that tool from Adobe, it’s free.

So, time to score.  So appropriate number of visible form yet appropriate number of fields. I had that’s a binary. I think they do compelling form headline and then visible and noticeable CTA. They can’t scroll anywhere else.

[00:39:15] Trust

Moving out of trust crucial trust questions. Are there relevant trust icons? Are there non-anonymous testimonials and reviews? Are there clear privacy policies? Are there any relevant guarantees? And finally are there any return policies listed?

Trust. All right. So here they have some things like they’re trying to borrow Authority but I don’t know if their clients if they visited their website or like what these are am assuming their customers, but they maybe aren’t, maybe they were just like featured on NBC Universal. I don’t really know.

Are there non-anonymous testimonials? Nope? No, there’s just again.  Those places like that. We got somebody on Fiber to build our sites. Can we put them on there? That sounds great. Oh, you’re burnt are there clear terms and privacy policies their 0 not even in the footer.  Are there any relevant guarantees I’m even know what I’m going to get. How can they guarantee anything else? Are there any return policies? You’re not even at that stage yet. So again context or anything about those things. So let’s score this.

Professional design so I know I like to say like what is pretty doesn’t always convert but it certainly can help. If you have a place like I did a teardown of this one site that looked like I think I said to quote if you ever saw the embodiment of something that somebody that’s going to steal your credit card. It’s this site. I don’t feel like we’re going to steal my credit card with this one. So professional design does help a little bit in terms of building trust and Rapport if it’s janky as hell they’re going to go and not going to trust you. Relevant trust icon, 2, authentic testimonials, none. Clear privacy policy none.

So they’re hurting they’re so move on a visual hierarchy enough go through this fast page layout maintain the ad sent are the page elements layout competing with the primary CCA, and is the most important content easily visible?  Does the page maintain apps? Absolutely not. That’s not a template. Are page elements layout competing with the primary CTA?

Not really. They’re like the CTA stands out front center. Is most important content immediately visible? Yeah, absolutely. So let’s take a look 1, 4, 1. So, that one had a strong, you know one out of three. So here’s why I like this is what a perfect page looks like. It’s that diamond when now that I’ve a 16-point it’s a symmetrical diamonds, but if you map this out, this is what you get.

Hey, I know where to work offer and Trust. Offer generally is the one that everybody screws up and they always think it’s design. All right, I’m going over time here and I had two things. I was going to have people go through this and kind of break this down, but I’ll show you real quick what this is and then I’m done.

Just letting this slide go because I did this stupid thing.  Oh God, this is the longest page ever. Good job log. That’s the only CTA on the Page by the way.  So you can see how I scored this. Come on. They’re going to yell at me.  All right. Okay. So, how I broke this down offered I thought they had some pretty like intelligent conversational chatbot solution.

Boom. I know you are sent. Yes. That’s what you said in the ad relevance desired really sure. I want to do chat messaging visual visualization. Hmm looks quite nice form. Nope. Nope. A programmer fields are asking me for everything just to learn a little bit about something compelling form headlines CR chatbot solution and action.

No, thank you. I want to try it out visible notice. Will CTA absolutely not professional design. Yes. It’s page looks beautiful, but it might not convert relevant trust icons. Absolutely. They have those in the bottom of antic testimonials not so much they put it behind a company clear privacy policies.

Yes visual hierarchy using visual cues to highlight key areas, no. Like, here this is just what like whitewashed out. It’s stupid. All right. Moving into a pages on Christmas Single theme. Yes. It’s about chatbot supporting imagery. Yes. So let’s map this sucker. Perfect. One offers good trust good form CTA visual hierarchy.

Look at that. That’s where you’re going to start working. Right so I can get people the copy of this 15-point Landing Page audit and so here’s what you need to do because in conclusion is boring. Here’s your action items pick a page that’s getting traffic complete the 15-point landing page audit, if below 60%, you get an F, scratch the page, just try a new template out. If you’re higher than that, do an iteration. So create a variant with element changes that are going to pull one of those conversion levers. Schedule a test, if It’s a functional issue just make the change, stick to schedule and report results.

Thank you very much.

[00:43:51]

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