Web Analytics

Table of Contents -
How to Develop a Landing Page (3rd Edition, 2008)

Preface 2
Table of Contents 4
1. Introduction to Landing Pages

8

  What Is a Landing Page?

8

  Typical Landing Page Conversion Rates

8

  ROI on Landing Pages

9

  Three Sales Page Models

9

  Multiple Objectives for Landing Pages

10

  How Does the Sales Process Work?

11

  Steps in Building a Landing Page

12

  What Does a Landing Page Cost

13

  Multiple landing pages

13

2. Research Your Target Prospects and Build Personas

15

  Research Your Customer Base

15

  Develop Several Personas or Customer Profiles

16

3. Learn Copywriting Best Practices

18

  People Buy for a Variety of Reasons

18

  Don't Assume Your Customer Is Ready to Buy

19

  Value Proposition and Unique Selling Proposition

20

  Copywriting Formulas

20

  Headlines

21

  The Relationship between the Ad and the Landing Page

23

  Dynamic Keyword Insertion (DKI)

24

  Body Text

25

  Trust Builders

31

  Guarantee or "Risk Reversal"

32

  Returns Policy

34

  Telling your story – and illustrating it

35

  Testimonials

35

  Motivators

38

  Call to Action - Get a Click on the Order Button

40

4. Review Design Best Practices

42

  Quality Score and Landing Pages

43

  Above the Fold

44

  Graphics and the "Hero Shot"

47

  Type Size and Preferred Fonts

49

  Scanable Layout

51

  Multiple Columns

52

  Links to Other Pages

52

  Hiding Boilerplate Text unless Requested

52

  Call to Action Buttons

58

  Audio and Video Support

60

  Lead Generation Forms

63

5. Test, Track, and Refine Your Landing Page

66

  Testing vs. Rules of Thumb

66

  A/B Split-Testing -- Comparing Apples with Apples

68

  Splitting the Traffic

68

  Cookies and Testing

69

  Statistical Validity

69

  What Should You Test?

70

  Multivariate Testing

71

  Ad Optimization vs. Landing Page Optimization

72

  Segmenting Traffic Sources for Landing Page Optimization

73

  Usability Testing

73

  Other Types of Landing Page Testing

74

6. Segment Traffic and Direct into Sales Paths

77

  Segmenting Visitors

77

  Developing a Clear Sales Path

79

Appendix 1. Landing Page Resources

81

Appendix 2. Landing Page Checklist

84

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