Name: A quick guide to high conversion landing pages
Uploaded: 2022-05-27T11:14:40.218Z
Duration: 515.08
Description: Digital Market for Results author Chris N. Cheetham-West gives us a quick guide on the easy wins - and the most common mistakes - when designing your page for higher conversion.

Jennifer Davies - A quick guide for good performing landing pages_V3_1.mp4

A quick guide to high conversion landing pages.vtt

English

{{00:00:24}}
So I'm going to go over many tips
that you can use for landing pages.

{{00:00:28}}
From my experience, some of my
clients as well, and just stuff

{{00:00:32}}
that I've read in the past as well,

{{00:00:34}}
Think about all of the power that
our customers have these days.

{{00:00:42}}
So 20 years ago, they
didn't have this much power.

{{00:00:45}}
They could just...

{{00:00:46}}
, if we had bad service at our
company, maybe the locals will know.

{{00:00:50}}
But in general, now, even if
you're traveling across the web,

{{00:00:53}}
people are going to Google you.

{{00:00:54}}
They're going to look at the reviews.

{{00:00:55}}
They're going to look at the website
before they even make any decisions.

{{00:00:58}}
So we gotta make sure that
everything that's on our website

{{00:01:01}}
is giving them information that
they can use in the future.

{{00:01:04}}
Think about what type of website you have.

{{00:01:07}}
So you don't want to automatically compare
your website to other people's websites.

{{00:01:11}}
You want to think about what type of
website  that will generate leads.

{{00:01:14}}
So for example, do you have
a branding website or do you

{{00:01:17}}
have a e-commerce website?

{{00:01:19}}
The data will be different.

{{00:01:20}}
So e-commerce website,
the bounce rate score.

{{00:01:22}}
It's going to be a lot lower
than a branding website.

{{00:01:25}}
Or if you, for example, if you
sell products is going to be a lot

{{00:01:28}}
different than a lawyer website.

{{00:01:29}}
So you want to consider that
when you're looking at the data,

{{00:01:36}}
Why should a customer
click on your website?

{{00:01:38}}
Why should somebody go to your
website, scroll through your website

{{00:01:42}}
and engage in the call to action?

{{00:01:44}}
It comes down to that.

{{00:01:45}}
The words and what type of
decisions you want them to make.

{{00:01:48}}
So for example, a study was done over
20 years ago and a researcher figure

{{00:01:51}}
out what makes people get it in front
of  the line so she hired five actors

{{00:01:55}}
to go to local printing shops and she
said, use one of these three excuses.

{{00:02:01}}
So one excuse was: "excuse
me, I have five pages.

{{00:02:03}}
May I use  the xerox machine?"

{{00:02:05}}
Second was a real information: "excuse me.

{{00:02:08}}
I have five pages.

{{00:02:10}}
May I use the xerox machine
because I'm in a rush?"

{{00:02:13}}
In third,  the one that
didn't make any sense at all:

{{00:02:16}}
"excuse me, I have five pages.

{{00:02:17}}
May I use the xerox machine
because I have to make copies.

{{00:02:21}}
So it turns out most for the real
reason, but guess 93% for the fake

{{00:02:25}}
reason that made no sense at all.

{{00:02:27}}
And just for the fact that
they use the word because.

{{00:02:31}}
So they gave them a reason.

{{00:02:33}}
So in general, whenever you want to do
something, it's more likely for us to do

{{00:02:37}}
it if we give people a reason to do it.

{{00:02:39}}
So "share this because we're
trying to help the community out".

{{00:02:42}}
Or "download this e-book because we're
trying to help you out or we're trying

{{00:02:46}}
to do something for you as well".

{{00:02:47}}
So what type of reason are
you giving your customers?

{{00:02:51}}
In general, when it comes to this content,
think about who's going to do what?

{{00:02:58}}
So what is your target audience?

{{00:03:00}}
What are you going to measure?

{{00:03:02}}
And also when is the timeline?

{{00:03:04}}
So a lot of times it's good to measure,
as far as landing pages, I'll say month

{{00:03:07}}
to month or even three months when you're
testing out different landing pages, or

{{00:03:10}}
you can test them out at the same time
as well, but in general, have those goals

{{00:03:15}}
have those objectives in mind beforehand.

{{00:03:17}}
And not only that, but think about
how can you personalize your approach

{{00:03:20}}
when it comes to your content.

{{00:03:22}}
So understanding where
your visitors come from?

{{00:03:25}}
What do they like?

{{00:03:26}}
Early in the conference, many people
talked about the buyer persona.

{{00:03:29}}
So those are great, but make sure that
when people get to your site you know

{{00:03:32}}
more about who these visitors are and you
can make your content relevant to them.

{{00:03:41}}
Think about what type of words are
you using on your landing pages?

{{00:03:45}}
You can go to Google.

{{00:03:46}}
I mean, I'm not going to list out the
different types of power words you can

{{00:03:49}}
use, but you go to Google and type in
a hundred power words . PDF you'll find

{{00:03:53}}
a whole list of like different powers
words that kind of can be effective

{{00:03:56}}
on your website and can be effective
in your subject lines for email.

{{00:04:04}}
But let's take a look
at this site right here.

{{00:04:06}}
So notice what they did.

{{00:04:08}}
Emotional picture and the
use of power words as well.

{{00:04:12}}
So think about this.

{{00:04:13}}
The word vacation.

{{00:04:15}}
So I could just be going to this
amusement park just for fun.

{{00:04:19}}
Right?

{{00:04:20}}
They don't know that I'm on vacation.

{{00:04:21}}
Or they just assume that it's a vacation.

{{00:04:23}}
But the fact that they use the
word vacation is signals -- "Hey,

{{00:04:26}}
vacation is a good word.

{{00:04:27}}
Right?

{{00:04:27}}
Everybody wants a vacation sometimes"
or once a year or whenever.

{{00:04:31}}
So also the word, let's see, simple.

{{00:04:33}}
All right?

{{00:04:34}}
And an emotional picture as well.

{{00:04:36}}
So emotional picture that connects.

{{00:04:37}}
So if I wanted to go on vacation, I don't,
I just don't want to see pretty pictures.

{{00:04:41}}
I want to see I want
to see people involved.

{{00:04:43}}
I want to see things going on.

{{00:04:44}}
So people always can pay off.

{{00:04:52}}
Let's say, for instance, you have
a website you've had it for five,

{{00:04:54}}
ten years and you have a black
background and white text over.

{{00:04:59}}
It may look great to you
but what about the consumer?

{{00:05:01}}
What about everybody else?

{{00:05:02}}
Are they squinting?

{{00:05:04}}
So we're so used to looking at our
content that maybe we don't really

{{00:05:07}}
see it from the customer's eyes.

{{00:05:09}}
So every now and then you want
to make sure, maybe do a survey

{{00:05:11}}
with your customers on how
you can improve your pages.

{{00:05:15}}
So in general black
backgrounds aren't recommended.

{{00:05:19}}
So most people they'll say that they like
light backgrounds but if you must use

{{00:05:24}}
a black background or dark backgrounds
think about all the luxury brands that

{{00:05:28}}
are out there that use dark backgrounds.

{{00:05:32}}
If you notice, many of them, they have
either larger images or larger text.

{{00:05:37}}
You hardly ever see a whole
bunch of texts on a black image.

{{00:05:41}}
It's mostly larger texts,
larger fonts, larger image.

{{00:05:44}}
So if you have a black background,
or are you thinking about creating a

{{00:05:46}}
black background, make sure you don't
have too much texts on those sites.

{{00:05:52}}
Right here we have two images.

{{00:05:57}}
We have red orange circle right
here orange circle right here.

{{00:06:00}}
And this one seems a little
bit larger, but in general,

{{00:06:04}}
this is actually the same size.

{{00:06:06}}
Are your call to actions?

{{00:06:09}}
The banners on your site?

{{00:06:09}}
Are they surrounded by smaller
images or larger images?

{{00:06:13}}
Are you surrounding your call
to actions with things that

{{00:06:16}}
can be distracting to the user.

{{00:06:17}}
So think about what do you really want
them to do and make sure you focus on

{{00:06:21}}
that and make sure everybody can see that.

{{00:06:23}}
And it's evidence

{{00:06:29}}
A study was done in 2010 and what a group
of people did was they had twenty-five

{{00:06:35}}
jams for sale and they put it on a
desk and they gave consumers coupons.

{{00:06:41}}
So when people walked by, they said,
about 3% of them purchased some of these.

{{00:06:47}}
But once they removed most of
these options and only put six jars

{{00:06:51}}
out there, this increase at 30%.

{{00:06:55}}
So 30 more percent of people purchased.

{{00:06:56}}
So one or two, no problem.

{{00:06:58}}
One or two or three.

{{00:06:58}}
No problem.

{{00:06:59}}
But don't overdo it.

{{00:07:00}}
Don't have too much
going on on your website.

{{00:07:03}}
So, of course, within Google
analytics, this is a tool that

{{00:07:09}}
I use often  for our clients.

{{00:07:13}}
But "user flow", "behavior reports"
shows you when people land on your

{{00:07:18}}
sites, what pages are they going to
afterward, where do they drop off.

{{00:07:22}}
And then once you find that out, of
course you want to make sure you're making

{{00:07:25}}
some exchanges, putting more call to
actions or removing some of the texts.

{{00:07:29}}
Last page.

{{00:07:30}}
So whenever any report you
go to in analytics, you go to

{{00:07:33}}
secondary intervention up there
and then type in "exit page".

{{00:07:36}}
And it's going to tell you the last page
people saw before they left your websites.

{{00:07:40}}
So again, it's going to give you
an advice on what to do as far

{{00:07:44}}
as looking at the content that
needs to be changed effectively.

{{00:07:48}}
In-page analytics.

{{00:07:49}}
It's a Google Chrome extension.

{{00:07:50}}
So I highly recommend it to tell you
what part, what percentage people are

{{00:07:54}}
clicking on as far as the buttons.

{{00:07:55}}
So you can win arguments with your
design team, you know, if you want,

{{00:07:58}}
but I'll let you know, let them know
exactly what's working and what's not.

{{00:08:06}}
So in general, making sure these pages are
ready, making sure you know your target

{{00:08:10}}
audience, when people start searching
for your content your site is effective.

So I'm going to go over many tips
that you can use for landing pages.

From my experience, some of my
clients as well, and just stuff

Think about all of the power that
our customers have these days.

So 20 years ago, they
didn't have this much power.

, if we had bad service at our
company, maybe the locals will know.

But in general, now, even if
you're traveling across the web,

They're going to look at the website
before they even make any decisions.

So we gotta make sure that
everything that's on our website

is giving them information that
they can use in the future.

Think about what type of website you have.

So you don't want to automatically compare
your website to other people's websites.

You want to think about what type of
website  that will generate leads.

So for example, do you have
a branding website or do you

So e-commerce website,
the bounce rate score.

It's going to be a lot lower
than a branding website.

Or if you, for example, if you
sell products is going to be a lot

So you want to consider that
when you're looking at the data,

Why should a customer
click on your website?

Why should somebody go to your
website, scroll through your website

The words and what type of
decisions you want them to make.

So for example, a study was done over
20 years ago and a researcher figure

out what makes people get it in front
of  the line so she hired five actors

to go to local printing shops and she
said, use one of these three excuses.

So one excuse was: "excuse
me, I have five pages.

Second was a real information: "excuse me.

May I use the xerox machine
because I'm in a rush?"

In third,  the one that
didn't make any sense at all:

May I use the xerox machine
because I have to make copies.

So it turns out most for the real
reason, but guess 93% for the fake

And just for the fact that
they use the word because.

So in general, whenever you want to do
something, it's more likely for us to do

So "share this because we're
trying to help the community out".

Or "download this e-book because we're
trying to help you out or we're trying

So what type of reason are
you giving your customers?

In general, when it comes to this content,
think about who's going to do what?

So a lot of times it's good to measure,
as far as landing pages, I'll say month

to month or even three months when you're
testing out different landing pages, or

you can test them out at the same time
as well, but in general, have those goals

have those objectives in mind beforehand.

And not only that, but think about
how can you personalize your approach

So understanding where
your visitors come from?

Early in the conference, many people
talked about the buyer persona.

So those are great, but make sure that
when people get to your site you know

more about who these visitors are and you
can make your content relevant to them.

Think about what type of words are
you using on your landing pages?

I mean, I'm not going to list out the
different types of power words you can

use, but you go to Google and type in
a hundred power words . PDF you'll find

a whole list of like different powers
words that kind of can be effective

on your website and can be effective
in your subject lines for email.

But let's take a look
at this site right here.

Emotional picture and the
use of power words as well.

So I could just be going to this
amusement park just for fun.

Or they just assume that it's a vacation.

But the fact that they use the
word vacation is signals -- "Hey,

Everybody wants a vacation sometimes"
or once a year or whenever.

So if I wanted to go on vacation, I don't,
I just don't want to see pretty pictures.

I want to see I want
to see people involved.

Let's say, for instance, you have
a website you've had it for five,

ten years and you have a black
background and white text over.

It may look great to you
but what about the consumer?

So we're so used to looking at our
content that maybe we don't really

So every now and then you want
to make sure, maybe do a survey

Digital Market for Results author Chris N. Cheetham-West gives us a quick guide on the easy wins - and the most common mistakes - when designing your page for higher conversion.

Analytics

Digital

Content optimisation

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Chris Cheetham-West

Founder & President

Customers have the power and will research your business before making any decision. Cheetham-West explains how your site needs to match customer needs.

Cover the basics

People engage with something for a reason. Thinking about why that can help increase conversion.

Think about why people engage

Cheetham-West stresses the importance of personalising your approach when it comes to content. 

Mind your target audience

To keep the audience engaged with your content, you need to choose the right words. Discover how to make your content more attractive.

Use power words

Cheetham-West gives valuable tips on how to present your content based on the available data on the human response to visual messages.

Dark vs. light background

The importance of good graphic design is highlighted here, with a focus on the distribution of elements within the design for better performance. 

Draw attention to what is relevant

What is the right number of offers to make? Here you can find the answer and the reason why. 

Don't give too many options

In this segment, discover where to look for a clearer vision of audience behaviour.