Landing Page Lessons from Optimization Summit 2011
June 20, 2011
Earlier this month, I attended MECLABS‘ inaugural Optimization Summit in Atlanta, Georgia. As MECLABS is the parent of MarketingSherpa and MarketingExperiments, I was curious as I’ve been a fan of the former for years. I have only recently come across the latter but have already found their “Best of” monthly emails very useful. I expected case studies to be at the core of the conference material and was not disappointed. As a side bonus, I was introduced to an unexpected and entertaining cast of characters including Dr Flint McGlaughlin and “the Pool Guy”, aka Marcus Sheridan, the Sales Lion.
Landing Pages Should Reflect the Rituals of Good Conversation
Dr McGlaughlin kicked off the pre-Summit Landing Page Optimization Workshop by suggesting that landing page optimization is akin to a successful conversation, whereby certain rituals and patterns need to respected before value can be exchanged. The geography of the landing page provides you with the opportunity to anticipate and manage the chronology and sequence of a conversation with your prospects. The entertainment value arose from the irresistible temptation to act out how a flawed landing page contains the same landmines encountered in a flawed pick up attempt at a bar…
My favourite comment related to marketers’ mistaken need to slam product or lifestyle ‘hero shots’ and aggressive calls to action front and centre on their landing pages (guess who’s making that mistake on the home page right now?). According to Dr McGlaughlin, those hero shots are like meeting someone at a bar and immediately asking them to move in with you. Who wouldn’t turn tail and bolt? At best, it’s overly enthusiastic and misguided, and at worst, predatory. Instead, as marketers, we need to take a step back to map the sequence of a successful conversation, and plan our landing pages accordingly.
Consider the Source: Understand Channel Relevance
Start by thinking through the traffic source or channel your prospect arrives by, whether it be via organic or paid search, advertising on social networking sites, or via your own email newsletter, etc. Depending on the source, your visitor may be completely new to your product or service or have already been sold on it, and may simply want you to get out of their way. If the former, assume more copy might be needed and if the latter, less is most definitely more.
Put yourself in your prospect’s frame of mind and remind yourself of the value proposition you implied in that source channel. MarketingExperiments defines your value proposition as “the primary reason why your ideal prospect should buy from you rather than your competitors” (expressed in 10 words or less).
Your Headline Should Keep the Promise You Implied
Ensure that you keep that promise by opening your landing page with a headline that initiates the conversation between the two of you. Your only task here is to intrigue the prospect enough to keep him or her from immediately clicking on the back button. You can do that by ensuring your headline provides the connection between the source channel and the landing page itself. Be sure the visitor is able to orient him / herself by providing clarity about where they are and what to do next. To illustrate, Dr McGlaughlin provided the following examples of original vs. alternate treatment headlines:
Original: Why Try BRAND Online?
Treatment: Get Unlimited Access to all 32 Volumes of BRAND during your FREE TRIAL..
Original: Searching for the Most Accurate Mailing Lists? Your Hunt is Over!
Treatment: We Make 26 Million Phone Calls a Year to Ensure You Get The Most Accurate Mailing Lists Available!
Next, draw your visitors’ eye further into the page by offering a few brief sentences that expand on your headline. Do that well, and you can entice the visitor to scan a sub-heading that leads into a handful of bullet points that reinforce the value proposition promise. The reinforcement comes from the provision of key quantitative data (in your bullets) that validates any claims you’ve made to date.
At this stage, the conversation should be rolling along well enough that you are now in a position to suggest a call to action. As you make the ask, you also need to provide an incentive to convince the visitor to actually take the action. Further, that incentive needs to be directly related to your value proposition, and you should include a visual to illustrate the incentive. As an example, include an image of the charts or tables from the report you’re asking the visitor to register to receive.
Avoid Landmines: Don’t Require Your Visitors To Submit
Be careful of the classic landmine, also known as the “submit” button. I wish I could play a recording so that you might hear Dr McGlaughlin’s booming southern preacher voice as he lacerated this bad habit of ours: “I SUBMIT TO THE GODS OF MARKETING!” Instead, the wording of your call to action needs to describe what is expected of the prospect. Some examples (besides “click here”!) include:
- Help Me Choose
- Become a Member
- Get Instant Access
- Download a Free Trial
Anticipate Anxiety and You Will Reduce Friction
MarketingExperiments‘ research identifies the call to action as a point of “friction”, or “the psychological resistance to a given element in the sales process”. Knowing that your ‘ask’ inevitably causes anxiety, anticipate that anxiety and counter the friction through reassurance. How?
Perhaps you might limit the length (number of) or difficulty of fields you require the prospect to complete. Or, you might use “seals” that illustrate policies such as “100% Satisfaction Guaranteed” or “No Hassle Returns”. You can also create a “backstop” by offering a single, powerful testimonial from a respected third party. Ensure these assurances are in close proximity to the source of anxiety.
Anticipating your prospect’s anxiety gives you an opportunity to “intensify the positives” in order to reduce friction. Do that well, and you’ve got yourself a conversion which results in a value exchange between you and your prospect.
The Value You Offer Must Outweigh the Cost to the Visitor
That value exchange might include critical credit card information or simply a valid email address. Regardless – you will have convinced your prospect that the your offer is worth the exchange of their valuable information. Nicely done!
In summary, we end up with a landing page layout that follows the conversation flow illustrated in the chart below:
Optimized Landing Page Flow – or “The Ritual Of Conversation”
As a web analyst, I was most intrigued with the idea that these conversational elements and related landing page layout recommendations are represented by MarketingExperiments Conversion Heuristic”*, which states C = 4m+ 3v + 2(i-f) – 2a© where:
c = conversion
m= (Your prospect’s) motivation
v = the clarity of your value proposition
i = incentive
f = friction and
a = anxiety
*Source: MECLABS Landing Page Optimization Summit Study Guide, Landing Page Certification Workshop
Using MarketingExperiments’ Conversion Heuristic, you immediately notice that the most important elements of your landing page are reflected in the relative value of the coefficients. Thus, at 4, the highest coefficient, your prospect’s motivation (4m) has the highest impact on the success of the conversion. MarketingExperiments defines motivation as the “magnitude and nature of of the customer’s demand for” your products / services.
By targeting motivated prospects by source, you have control over a key lever leading to your conversions. Translation – don’t bring prospects with low motivation to your landing page as you are setting yourself up for failure. This is, of course a core tenet of marketing — target your primary audience / market segments or suffer the wrath which results from a blown budget.
Next in importance is the clarity of your value proposition (+3v). The clarity comes from an articulation of the “appeal, exclusivity and credibility” of your offer. If well articulated, you can overcome, or subtract, possible friction your prospect might be feeling by “adding” an incentive appropriate to your value proposition [+2(i-f)].
Only then can you address the final issue that could deter the prospect from completing the conversion: anxiety (-2a). Notice that anxiety is a negative coefficient and that it is equal to the value garnered from your “incentive minus friction step”. To overcome your prospect’s anxiety, you must intensify the positives and reassure.
Avoid Symmetry
Dr McGlaughlin also made a point of reiterating that their research shows that easing the “eye path” in relation to landing page layout is also critical. Of utmost importance, don’t make the mistake of seeking balance by equalizing page components in your design. Avoid equally weighted columns which are another source of friction as they encourage indecision.
Instead, use a 2/3rd left hand column to contain all of the elements described above – headline, copy, subhead, bullets and calls to action. However, use the right hand column to support the content on the left. Examples of support content could include additional testimonials.
Be Clear About The Objective of Your Landing Page
If you’d like to try assessing your existing landing pages, use the framework offered by MarketingExperiments’ Conversion Heuristic, and then see how well your page performs in relation to the critical elements. Before you do so, however, ensure you have consensus on the goal of that page so you can be sure that you maintain your focus throughout the assessment. This offers the added benefit of helping you identify any conflicting objectives you may have inadvertently allowed on the page.
Just to make sure the audience was taking everything in, MECLABS hit us with an exam at the end of the day. Due to the amount of caffeine consumed, I am pleased to say that yours truly did make the grade:
Evidence of my Membership in MarketingExperiments Certified Professional Members Directory
What do you think of MarketingExperiments proposed framework? Would you consider amending your landing pages to reflect the proposed approach?
Ottawa Web and Social Media Events May 2011
May 13, 2011
Ottawa’s marketing community continues to impress me with its increasingly rich offering of web and social media related events. I’m sure I’ve missed several, but the month is flying by me and I wanted to get these one published:
- “Better Leads. Richer Insights. Bridging the web analytics and CRM divide“, presented by Zone5ive, OCRI‘s Tech Marketing Forum on May 12th, 2011 at the Marshes Golf Course. Kudos to Alex Langhshur and Tyler Gibbs of PublicInsite who presented a valuable case study on exactly how they’ve helped Ottawa’s own Dragonwave Inc to convince their sales team of the worth of the web channel by integrating web analytics data into Dragonwave’s CRM
- “Content Strategy from A Global Perspective“, presented by Content Strategy Ottawa Meetup. Billed as an informal night of networking, the group meets at Blue Cactus Bar & Grill in the Market on May 13, 2011 at 6pm
- Now SOLD OUT – “People Before Pixels“, a one-day user experience workshop offered by Follow the UX Leader, on May 16, 2011 at the Courtyard Restaurant
- “Between the Lines of Privacy“, a breakfast with the Privacy Commissioner of Canada, Jennifer Stoddart, presented by WXN. the Women’s Executive Network on May 17, 2011 at the Rideau Club
- “Results, not more Reports“, a free web analytics seminar offered by Unilytics also on May 17th, 2011 at the Fairmont Chateau Laurier Hotel
- “Designing for Humans“, a presentation by Martin Gomez of Sparkart from SMBOttawa (Social Media Breakfast Ottawa) at 7:30am on May 18, 2011 at the Great Canadian Theatre Company
- “Stop Searching. Start Finding.” a full day of information architecture training provided by Follow the UX Leader at the Courtyard Restaurant on May18, 2011
- “Creating Web Content that Clicks“, a one-day web writing course also from Follow the UX Leader on May 19, 2011, also at the Courtyard Restaurant
- Ryan Short from Teknision will be the speaker at the next Web Analytics Wednesday at the Heart & Crown ByWard Market, hosted by PublicInsite on May 25, 2011 at 6pm
- FUN for Tech Women event to be held at DiVino’s at 225 Preston Street on May 30th, 2011 from 6pm-8pm. To register, call DiVino’s at (613) 221-9760
- Canada’s Search Engine Marketing Professional Organization, or SEMPO Canada, is holding its first SEMPO Ottawa Members Only Meetup on May 30th, 2011 at 6pm at Johnny Farina on Elgin Street
- “New Era Marketing Mosaika: A Spectacular Multimedia Creation” with Guy Laflamme from the National Capital Commission, presented by CMA Ottawa on May 31st, 2011 at 11:15am at the Hampton Inn and Conference Room
If I’ve missed any, comment away, and I’ll be sure to add it to the information.
Hope to see all of you at one or more of these events!
Prepare to Defend Your (site) workshop goes on the road
November 1, 2009
CASLIS, Canada’s Association for Special Libraries and Information Services is sending Online Authority’s “Prepare to Defend Your (site)!: Website Performance Measurement” workshop on a cross-Canada roadshow.
Join Kelly Kubrick this fall in Winnipeg, Edmonton, Calgary, Ottawa or Montreal for an entertaining workshop on Internet Performance Measurement. Learn how to:
- Prove you are using your website to offer better service to clients;
- Ensure your website remains accountable; and
- Secure resources to improve the website going forward.
It’s an Internet call to arms!
This three hour workshop will be offered by the following CASLIS chapters:
- Winnipeg, Manitoba – November 3rd, 2009 – 2:00 pm
- Edmonton, Alberta – November 4th, 2009 – 12:30 pm
- Calgary, Alberta – November 5th, 2009 – 9:30 am
- Ottawa, Ontario – November 12th, 2009 – 1:00 pm
- Montreal, Quebec – November 24th, 2009 – 1:oo pm
Register for your preferred city at each chapter’s website, or contact Online Authority for assistance.
The MHC Online®: Get the Electronic Edge!
September 8, 2009
The Canadian Manufactured Housing Institute (CMHI) and Online Authority are pleased to announce the newest Manufactured Housing Consultant (MHC)® workshop.
The MHC® Online: Get the Electronic Edge! will be offered in Ottawa, Canada on Saturday, September 19th, 2009 in conjunction with CMHI’s Semi-Annual Meeting.
This new workshop was created for salespeople seeking perspective on the value of the web as a lead generation tool. In particular, this course is directed at Registered Manufactured Housing Consultants (MHC)® and manufactured housing and factory-built sales people, marketing staff and business owners.
Interested in attending? Visit CMHI for meeting and workshop agendas as well information about how to register.
If you have any other question, feel free to contact CMHI or Online Authority for more details.
Prepare to Defend Your(site)!
May 21, 2009
I had the pleasure of teaching a workshop at the Manitoba Libraries Conference 2009: Future Generations, Evolving Services in Winnipeg, Manitoba on May 7th, 2009.
My thanks to the audience who threw themselves enthusiastically into my “Prepare to Defend Your(site)! Internet Performance Measurement” workshop. I enjoyed the opportunity to learn more about challenges faced by libraries in the digital world as we were able to divide the group into three segments:
- institutional libraries such as University of Manitoba library
- rural libraries such as Lac Du Bonnet regional library and
- special libraries such as the Manitoba Association of Library Technicians (otherwise known as MALT)
In addition, I’d like to thank the Manitoba Libraries Association conference programming committee for the flawless organization of those of us involved in the event and the event itself. In particular, I’d like to thank Kerry Macdonald Pat Routledge and Jo Ann Richling.
So glad to meet you all, and to have the chance to see a bit more of my Canada!
Is your web marketing MIA?
February 3, 2008
Calling all Ottawa home builders, renovators, designers, trade contractors and suppliers! Have your Internet marketing efforts gone missing in action?
If so, GOHBA (The Greater Ottawa Home Builders’ Association) invites you to get your Internet marketing on track. Learn how to use the Internet to your advantage through improved customer service that remains accountable to the bottom line.
Join Kelly Kubrick of Online Authority for a web marketing breakfast workshop on Tuesday February 12th, 2008 from 8:30 to 11:30 AM at the Cleo Banquet & Convention Centre located at 156 Cleopatra Drive, Ottawa, Ontario.
To register, please contact Stephanie Norbury, Event Planner / Office Manager at GOHBA at events@ochba.com or call (613) 723-2926.
Help! My website is a dud!
January 10, 2008
Is your business part of the residential construction industry in Ontario? Will you be attending “Ontario Forum 2008″, presented by the Ontario Home Builder’s Association (OHBA)?
If so, please join Kelly Kubrick of Online Authority for a two-hour seminar about how to diagnose if your website is a dud:
“Ever wondered why your website traffic is so low? Have you wanted to ask for an evaluation, but were afraid of what people might say? Most websites share common mistakes that are easily fixed. Come to this session to find out what you might be doing right…or wrong.”
Event details:
Ontario Forum 2008
Weston Prince Hotel
900 York Mills Road, Toronto, Ontario M3B 3H2
“Help! My website is a dud!”
January 17th, 2008 – 8:00 AM to 10:00 AM
Why The Internet IS Your Business (Whether You Like It or Not)
September 14, 2007
On October 11th, 2007, Kelly Kubrick will be presenting Why The Internet IS Your Business (Whether You Like It or Not) at the London Home Builder’s Association dinner event. The following day, she’ll run a clinic for attendees entitled
A Blueprint for Success on the Internet.
OHBA Collingwood Conference
August 31, 2007
On September 27th, 2007, Kelly Kubrick will be presenting “Tips for Website Effectiveness” at the Ontario Home Builder’s Association (OHBA) Collingwood Conference 2007. The OHBA is the voice of the residential construction industry in Ontario and their 4000 members produce over 80% of the housing stock in Ontario. They represent every aspect of the residential construction industry. We’re looking forward to the event!
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