5 Killer Landing Page Techniques that Defy Conventional Wisdom

Share

Recently, I’ve watched landing pages explode with creativity and new levels of power. For a long time, landing pages were pretty much all the same — a headline, a few bullets, and a capture form.

And they were boring. Dull. Not to mention ineffective. You can A/B test headline placement and CTA button color until the end of the age, and not experience any significant uptick in conversions. It’s big thinking, big ideas, and mold-shattering innovations that really take you places.

We’re in a new era of landing page optimization. Designers, marketing pros, SEOs, CROs, UX experts, and other professionals have pooled their collective wisdom to come up with landing pages that blow the mind and defy conventional wisdom. These are not your grandma’s landing pages.

Here are some of the disruptive elements in landing page optimization that I believe signal a new era in landing page design.

neilpatel-placeit-100%Source: Placeit.net

1.  Multiple Calls to Action

  • Conventional wisdom: Use a single, powerful CTA
  • New strategy: Use multiple CTAs throughout the page. Placing a CTA after each persuasive technique increases the likelihood of a conversion at other points throughout the page.

Using several CTAs on a page sounds like a recipe for user confusion. But not if you do it the right way.

First, let me tell you what the wrong way is. You should not have different calls to action. In other words, a landing page is about one thing. Asking the user to do several things is not good — sign up for the newsletter, like you on Facebook, get your free ebook, and buy your product. No. Don’t do it. One thing. Just one thing.

Even though you have have multiple CTAs, they should all be calling for the same action.

Adding in more calls to action can increase the likelihood of a conversion. Here’s how the multiple CTA technique is used.

Long landing pages.

It would make zero sense to have a bunch of CTAs on a short page. The landing pages that use more than one CTA are usually long.

Parallax design.

A page with parallax features — or at least chunks of visual segments — can use this technique with power. Each section of the page comprises its own landing page within a landing page. The section that fills the browser screen at that point has its own images, features, copy, and call to action.

Through flow follow.

The most strategic way to use several CTAs is to do so in a way that tracks with the user’s thought process. For example, the first section of the landing page answers the question, “What is this service all about?” The images, copy, and headline answer that question. Then, there is a CTA. At that point, the user may be ready to convert, so he or she can click on the CTA.

If not, the user scrolls down to the next section. This section answers the question, “How will this help me?” Again, after the persuasive copy, there is a CTA. The user has another chance to convert at this point. If not, there is an additional section below that addresses other concerns — cost, guarantee, product comparison, etc. Each section has its own discrete CTA.

Let’s take a look at this technique on several landing pages.

Basecamp’s landing page looks like an ordinary single-view landing page with a fat headline and big CTA button:

killer 1

Actually, the landing page is long.

killer 2

Each section of the landing page has its own CTA. Three large CTA buttons will help to convert users at any given point on the landing page.

Dell’s storage solution landing page takes this approach. The innocuous “learn more” text isn’t the strongest CTA I’ve ever seen, but at least it appears 15+ times on their landing page.

killer 3

Landing pages with lots of CTAs stand a higher chance of conversions. The more intuitive and strategic the placement, the better.

2.  Longform Content

  • Conventional wisdom: Make your landing page short.
  • New strategy:  Create lots of content in order to completely answer the user’s questions, provide assurances, and give them all the information that they need to convert.

The idea behind short landing pages is to reduce time friction. If the copy is compelling enough and the copy is short enough (so went the thinking) then the landing page will be effective.

But maybe not. Maybe for issues of greater buy-in and higher significance, users want more information before they will convert. Maybe the whole idea of a landing page is to give the user everything that he or she needs to know before signing up, buying, or sharing an email address.

An A/B test from Marketing Experiments found that a longform landing page performed 220% better than it’s short-form, above-the-fold CTA counterpart:

killer 4

Long landing pages have an inherent SEO advantage because of their extensive copy. But they also have a persuasive edge. The wider variety of persuasive techniques you unleash on a page, the greater your chance of converting any given user.

Different buyers are persuaded in different ways. There are three main types of buyers — spendthrifts, tightwads, and the unconflicted. It’s important to craft a landing page that has techniques that will address each type.

killer 5Image from https://www.helpscout.net/resources/consumer-behavior/

Conversion Rate Experts created a landing page for Moz, which was effective at harnessing a million dollars in sales. The number one secret that they revealed was this:

We created a page long enough to tell the story. There’s a popular myth among web marketers that “long pages don’t sell.” These people believe that it’s much better to have short pages that don’t require scrolling. What we’ve discovered from many client consultations around the world is this: What counts is not how long your page is but rather how engaging it is.

But here’s the thing. Longer pages are usually more effective at being engaging than short ones.

When Conversion Rate Experts got done redesigning Moz’s landing page, it was six times longer than the original.

killer 6

And it was dozens of times more effective.

Kindle’s landing page is enormous. But if you have any question about the Kindle — any issue that needs to be address prior to purchasing — this landing page will answer it.

killer 7

3.  Strong Visual Features

  • Conventional wisdom:  Keep landing pages as simple as possible.
  • New strategy:  Add visual elements that engage users, attract attention, and improve conversions.

If a page lacks visual panache, it’s not going to be very effective at converting users. The simple truth is that people want to look at pretty things. If a landing page is not pretty, the user imports that “not pretty” idea into their idea of the product or service. If, by contrast, the landing page has a lot of visual interest, it creates a superior user experience.

VW.com uses landing pages that are packed with visual features. They sell cars based on how they look. Notice the spread of photos on this landing page.

killer 8

Scripted looks more like an infographic than a landing page.

killer 9

Inspiron is selling a tangible device, so obviously people want to see it if they are going to buy it. That’s why the Inspiron landing page features a prominent image and options for additional pictures.

killer 10

I’ve discovered that videos are part of this visual power, too. Vidyard recently tested a video on their landing page, and came away with a 100% increase in conversions.

killer 11

  • Challenger “D” – video in a light-box
  • Challenger “H” – video in an embedded iframe
  • Challenger “J” – a version of the page with no video

Video helped improve conversions on CrazyEgg’s landing page, thanks to some optimization by Conversion Optimization Experts. They reviewed the case, and made this remark:

Even though the video’s message was similar to that of the rest of the page, during the split-test the version of the page with the video in it generated 64% more conversions than the control.

Images and videos are an important part of the sales process. Landing pages do not exist merely to capture information. They are a huge part of the conversion funnel. Without images and visual power, landing pages are completely uncompelling.

4.  Interactive Elements

  • Conventional wisdom:  The only thing a user should have to do is input their information.
  • New strategy:  Invite interaction, and you gain buy-in, which leads to an increased likelihood of conversions.

When I think about optimizing a landing page, I like to consider interactive elements. An interactive element is anything that invites a user’s active participation, beyond just visual intake and scrolling. I would place videos in this category, especially those that require the user to click and play.

There are other ways to invite interaction. If you can compel a click/tap on your landing page, you are inviting the user to interact. This requires that you develop interactive elements somewhere on the page.

CommVault uses an interactive calculator on their storage solution landing page:

killer 12

Inviting customer buy-in without asking for an explicit conversion is a strategic way of drawing them further down the conversion funnel.

5.  Extremely Short

  • Conventional wisdom:  Every landing page should have a headline, subheadline, value proposition, and bullet points.
  • New strategy:  Use a single explosive technique to compel conversions.

I don’t recommend the short landing page technique for everyone, but I’ve seen incredible effectiveness in some cases.

My personal website, Neilpatel.com, is short but powerful. With less than fifty words, one image, and one color, I’ve boosted conversions by incredible amounts.

killer 13

The power is in the simplicity.

I believe in long landing pages, but for some types of conversion actions, shorter works.

CrazyEgg has tested the same model — really short.

killer 14

Again, the success is in the simplicity. All the elements that are necessary to score a conversion are right there. The process is so straightforward and simple that the user can’t help but convert.

Optimizely knows a thing or two about landing pages. They’re using the same technique. Short short.

killer 15

Conclusion

There is no such thing as a formula for the perfect landing page. What used to be accepted as unchanging wisdom has been shattered by powerful innovation.

But even in the brave new world of new landing page techniques, the new is not necessarily the better. For example, in this article, I suggest both a short landing page and a long landing page. Which one is right?

The right solution depends on your product/service, your customer, and your conversion action. The right solution is always strategic, never formulaic.

My advice is to question conventional wisdom, experiment with wild variations, and discover unknown conversion power through unorthodox means. (And don’t forget to A/B test.)

What unconventional landing page solutions have you discovered?

Read other Crazy Egg articles by Neil Patel.

The post 5 Killer Landing Page Techniques that Defy Conventional Wisdom appeared first on The Daily Egg.


The Daily Egg

Share

Facebook Organic Growth: How to Defy the Odds and Grow a Huge Facebook Community

Share

Do you want to grow a massive Facebook following?

Are you wondering how an organic Facebook strategy can be successful?

To learn how to grow a huge organic following on Facebook using techniques you have likely never heard of, I interview Holly Homer for this episode of the Social Media Marketing podcast.

More About This Show

Social Media Marketing Podcast w/ Michael Stelzner

The Social Media Marketing podcast is a show from Social Media Examiner.

It’s designed to help busy marketers and business owners discover what works with social media marketing.

The show format is on-demand talk radio (also known as podcasting).

In this episode, I interview Holly Homer of KidsActivitiesBlog.com to find out how her Facebook page fan base grew from 7,000 fans to more than 530,000 fans in only 8 months without using Facebook advertising or crazy gimmicks.

Holly shares how beginners can develop their own Facebook strategy.

You’ll discover the unfortunate circumstance that jumpstarted Holly’s success.

Share your feedback, read the show notes and get the links mentioned in this episode below!

Listen Now

You can also subscribe via iTunes, RSS, Stitcher, SoundCloud or Blackberry.

Here are some of the things you’ll discover in this show:

Customer Service

Where the Quirky Momma Facebook page started

Holly shares that she and her blogging partner Rachel had started the Quirky Momma Facebook page several years ago. While the page was mildly successful, it wasn’t driving any traffic.

Even though the page had shown prior growth, it had been sitting at 10K-13K fans for 18 months. In early October 2013, Rachel set a goal of getting to 50K fans by Christmas to support the spring launch of their book, 101 Kids Activities That Are the Bestest, Funnest Ever!, and started to post to the page more frequently.

auirky momma facebook page cover image

Quirky Momma has grown to over 500K fans using only organic tactics.

She says they noticed that a competing Facebook page with a huge audience was posting content from the Kids Activities Blog without providing a link back or attribution—the page was even cropping the watermarks from Holly’s images and posting them with the updates.

When she looked closer, Holly found that the updates from this page posting her stolen content were getting up to 9,000 shares each.

Listen to the show to hear why this was a turning point for their Facebook content strategy.

How they changed the approach to managing the Quirky Momma Facebook page

Holly says seeing the viral impact of their stolen images made them go back and find the top 50 posts on their blog. They concentrated on only sharing posts that were already doing well on other social media sites like Pinterest—posts that had viral potential.

auirky momma facebook page lego table post

This blog article has over 3,000 shares on Facebook.

She says that they were only sharing a few times a day and sharing mostly their own stuff because that’s what they knew best. As the page grew, they realized they could help other people and started to find other really cool content to fit in with their own Facebook posts.

Listen to the show to find out how Holly and Rachel used Facebook Insights to develop a successful content formatting strategy.

What directs Quirky Momma’s high-level strategy

Holly explains that there are two things in Facebook Insights that are really important to a Facebook strategy: the People Talking About This number and reach.

She laughingly says that to get a good People Talking About This number, you need people to talk about you. She explains that this means you need engagement like people commenting on, liking and sharing your updates.

quirky momma talking about this

Find a page’s Talking About This data by clicking on the arrow next to the People section on the left side of a page.

Listen to the show to find out why Holly believes understanding reach is at the root of success on Facebook.

What makes up Quirky Momma’s content mix

With their main goal being to drive traffic to the Kids Activities Blog, Holly and Rachel focus on sharing amazing things to do with your kids.

Holly explains that she and Rachel post to the page 26 times a day as part of a 24-hour posting strategy. Each day, they work from a posting framework and try to keep the posting ratio at 1/3 owned content to 2/3 content from other sources.

3rd party content on quirky momma facebook page

Quirky Momma shares others’ content two-thirds of the time.

She says that in addition to the article links, the page posts three questions a day sourced from messages people send to the page. Holly says they let their fans answer the questions to drive engagement.

Listen to the show to discover how Holly decides which content to post each day.

How Quirky Momma’s posting frequency evolved

Holly says that in the beginning they posted twice a day. Then, based on their own metrics, they began to add more posts each day.

facbook organic growth podcast image

Find out how to grow a Facebook Page organically.

She explains that while 26 times a day seems like a lot of posts, the thing to remember is that Facebook isn’t showing 100% of her posts to 100% of her fans. She says her average Facebook fan probably sees 3 to 4 of her posts a day.

Holly shares that they patterned their frequency after Pinterest, where a lot of their fans also spend time and didn’t seem to mind a barrage of beautiful photos coming at them. She says that’s the key. When you share high-quality stuff from your niche, your fans will want more of that.

She talks about how she decides to create images for third-party articles shared on the Facebook page.

Listen to the show to find out how Quirky Momma responds to fans who message them to say the page posts too much.

Discovery of the Week

I’ve recently discovered a really cool two-part tip for taking selfies with your iPhone. Even if you don’t take selfies, you likely take a lot of pictures with your smartphone.

First, did you know you can use either the + or – volume control on the side of your iPhone just like you would the button on top of your camera? Press either button and you’ll take a picture with your phone.

H/T to Mari Smith who shared the second part of this tip with me at a recent conference. You can also use volume control on the headset that comes with your iPhone to take pictures!

iphone selfie

Mari Smith took this image using the volume control on her iPhone headphones.

The headset hangs off of your phone similar to an old-fashioned camera, so you can have your hand below the camera. Just click the volume control on the cord to take killer pictures without having your arm stretched out in the photo at an awkward angle.

Check it out and let me know how it works for you.

Listen to the show to learn more and let us know how this works for you.

Other Show Mentions

social media success summitToday’s show is sponsored by Social Media Success Summit 2014.

This is our largest online event. It’s completely online, so no travel involved. There will be three sessions each day spread over an entire month. Each day has a theme.

These are some of the sessions we have lined up: Social Media Strategy, Google+ Marketing, LinkedIn Marketing, Twitter Marketing, Blogging, Pinterest Marketing, Podcasting, Video Marketing, Content Marketing, Instagram Marketing, Social Analytics, plus lots more.

We have handpicked the best experts in the world to teach you all about how to market on all of these various channels.

If you want to learn more, visit here where you can check out all of the speakers and the agenda. Make sure you grab your ticket before the price goes up. We’ve got a lot of earlybird sales going on right now.

Key takeaways mentioned in this episode:

Ways to subscribe to the Social Media Marketing podcast:

What do you think? Have you built a strong Facebook community? What are your thoughts on delivering great customer service? Please leave your comments below.

Tags: , , , , , , , , ,

Social Media Examiner

Share