create a CONVERSION-DRIVEN LANDING PAGE
How to
in less than 30 minutes !
Anne Collet
The Growth Hacking Approach
implies a conversion-driven landing page !
a landing page
tells visitors about your offer
collects new interested contacts
makes them "buy" you "something"
is a home page that usually
a conversion-driven landing page
maximizes the visitors' following move
kjhlkjhk
Example
Example
Example
Example
Example
Example
Conversion rate
is the number of users
who have completed an action on your website
(bought a product, registered to an event, subscribed to a newsletter,...)
divided by the total number of your website visitors
Conversion rate
conversion rate = DESIRE − FRICTION
- addictive message
- honest promise
- appealing look
- user-friendly layout
- DESIRE
- FRICTION
- DESIRE
- FRICTION
to maximize this rate, pay attention to your landing page's ...
... content
... design
&
BUILDING Options
- hire a dev + a designer (found in your network, on oDesk,...)
- use an all-in service (LaunchRock, KickoffLabs, Unbounce,...)
- do it yourself !
for crafting your landing page :
Why DIY
because then you can :
- start immediately
- operate freely & independently
- test & adjust design continuously
- add & optimize content on the fly
how DIY
- select & tweak a front-end framework theme
- use third-party web services for specific features
to make it quickly & robustly
Front-end framework
to rapidly & smoothly set up
a fully-responsive front-end (html, css, js)
web services
more & more applications are created today
by using third-party web services
(Google maps, Facebook authentication,...)
web services
can be integrated into your application
thanks to their API (application programming interface)
web services
select the best ones
already widely tested & acclaimed
for their usability & functionality
Stripe (payment)
Olark (live chat)
MailChimp (e-mailing)
Some practical landing tips
Be prepared
before launching your idea / product / service
on the market
- a target audience clearly defined
- 1 clear action you want them to complete
- success metrics trackers in place
make sure that you have :
content
- 1 catchy/striking headline
- 1 explicite subhead, with your unique value proposition (UVP)
- 1 simple call-to-action (CTA)
- 1 image rather than a long text to set the context
- message & keywords
consistent & coherent
+ tested & selected carrefully
design
CLEAR & CONCISE !
FOCUSED & USER-FRIENDLY !
Example
Example
work gradually
start minimal
and then test adding things one by one
to understand how they impact your conversion rate
lean approach
Now let's code !
Prerequisites : safety net
version control
to modify, collaborate & work-on-remote safely
collaboration platform
GitHub
Prerequisites : dev' tool belt
text editor
SublimeText3
to work efficiently
browser
+ dev' tools plug-in
GoogleChrome
opened
simultanuously
on your screen
Prerequisites : basic knowledge
content
+ structure
to customize front-end code
style
dynamism
+ usability
set up the front-end theme
selected & downloaded from WrapBootstrap
set up the front-end theme
copied-pasted in the editor & revealed in the browser
customize content & design
of your landing page
add background image to contextualize
customize content & design
of your landing page
update favicon & logo
customize content & design
of your landing page
update title, description, headline & subhead
customize content & design
of your landing page
update call-to-action
customize content & design
of your landing page
reset countdown
use great web services
MailChimp
(to manage contacts & send e-mails)
USE GREAT WEB SERVICES
Olark
(to offer live support )
Negative Captcha
Don't !
Do !
to priviledge humans on robots
monitor your landing page
analytics tools
- Google Analytics (what's happening)
analytics tools
- Find out which online campaigns & channels bring the most traffic & conversions
analytics tools
- Determine where your best visitors are located
-
Learn what people are searching for on your site
-
Visualize what people click on the most
-
Uncover your top & worst performing content
-
Determine where people abandon & your bounce rate
-
Determine your mobile traffic
analytics tools
- KISSmetrics (who's doing what)
- Monetate (personnalized tracking)
- Unbounce (A/B testing)
- and many more
They allow you to break down conversion
into its many steps and elements
=> micro-optimization of micro-conversions
(only worth the price if critical mass reached)
beyond conversion
Do not develop conversion obsession ! ^^
Some visitors will only come for :
- browsing products/services "serendipidly"
- finding information (contact details, opening hours,...)
=> make every journey on your site as pleasant as possible !
Thank you.
See you soon !
