landing page experience creative ^2 presentation

Landing Page Experience

What is it, why do we need it, and how can we improve the way that we

provide it to our users?

Definition:

Google AdWords defines “Landing Page Experience” as:

“The measure of whether your landing page is likely to provide a good experience to customers who click your ad and land on your website.”

Let’s think about that for a second…

How do we define a “good experience” for our users?

First and Foremost:

• Give the people what they are looking for when they reach your page via a search term or keyword search!

• They are usually looking for something specific, and might already have an idea of what they are trying to find.

For Example:Think about type-casting an actor for a movie

role…

If you are looking to cast a “hunky leading man for your romantic comedy” you want to find someone like this:

NOT this:

Landing Page Experience is no different

To provide a positive Landing Page Experience, we need to think about three key points for any user that might come to one of our pages:

1) Content

Is the content that we provide relevant, useful, and original?

• Is the purpose of the page clear?• Is your site actually useful to visitors? Do people feel like

they accomplished what they wanted to accomplish when they clicked on your ad and visited your site?

• How original is the content on our site? What does it offer that other sites don't?

• Do people feel like their time was well spent on the page?• Does our site provide content that visitors expected to

find when they clicked on your ad?

At the end of the day, remember

We make pages for these: Not these:

2) Transparency

• Is our business and contact information easy to find?• Are you upfront about any information you're

collecting from visitors?• Can people easily tell what'll happen when they

perform an action on your site?• Do people feel like you’re hiding the true purpose of

your site, or not telling them what they need to know?

• Can people trust you’ll be able to deliver the goods or services they’re looking for?

Example: Amazon.com

One of the many reasons Amazon.com is so successful is that they have built a successful brand reputation.

• If I came up to you and offered you a new book for one cent, and then asked for your personal info, would you give it to me?

• Why will you do that for Amazon?

“Relax, we just want your address, phone number, and email address.”

What can we do?

• Make it easy to find more info (link to relevant site, etc)

• Provide further content (blog post, relevant product description, etc)

• Give people an easy way to find out who we are via contact info or a link back to a site with contact info

3) Ease of Navigation

• Is it easy for people to find what they're looking for (including on mobile sites)?

• Does your site have too many links that might confuse people?

• Can people easily find information to learn more or answer questions?

• Are there annoying pop-ups, too many ads, or other distractions that get in the way?

But…. What do I click?

I Like Big Buttons and I Cannot LieThis is one of the things that we do well – most

of our pages are to-the-point and un-cluttered. Granted, we need to give users a compelling reason as to why to click the button, but it’s seldom hard to find.

More than anything, we want people to know exactly why they are arriving at the page they click

on. It is up to us to make sure that our pages match relevant responses for a keyword. So if they are looking for something like a recipe, make sure they are actually getting a recipe when they

land on our page, not just a download button.

Think of LPs as a Yes/No Question

• If the answer to “Does this page give me what I am looking for?” is YES, the user is more likely to convert.

• If the answer is NO, the user will click away and keep looking until they find

In Summation….

When we are building new LPs, we need to keep the user in mind: what are they looking for when they type in a specific keyword, and how can we make sure that we provide them the information they want when they arrive at our page? Let people make their decision quickly, but provide them resources if they want them that will help ease any anxieties they may have.