Thursday, August 23, 2012

Performance Design : Part 2 : Landing Page Design

Thanks for the overwhelming response on the part one to the series on performance design for digital marketing. 

Here Part (2)DueX. Performance design in landing pages.

Now this is most interesting......

See firstly you need to understand, I am not changing the schematics of digital marketing here, all I am saying is, based on my experience, there is definitely some method to the madness of designing your creative content for performance.

So be it 
  1. Mailer design.
  2. Landing page design. 
  3. Banner design.
  4. SEM text creative. 
All of them are fine while they are in the space of design and creativity, where subtle nuances make the visitor feel nice and the user journey is all about experience. In performance design, all the above are put to rest to "insure"  some of the following.
  1. Get the best "On Site Conversion".
  2. Get the user to focus on the proposition .
  3. Get a specific kind of response from the user.
  4. Let the user not flutter away into a navigation abyss.
So as a marketeer you should be worried about the following
  1. Bounce  Rate : this will tell you what you are targeting 
  2. Out bound Links: based on the need, number of outbound links can be reduced etc.
  3. Authentication (If it is a lead / registration based campaign)
  4. Phone Numbers
  5. Attribution 
  6. Analytic's
Having said that, below are the schematics for some of the best performing landing pages for lead / signup based campaigns .


The "Sign Up"



This is a classic design, why do i say so , this will remind you of all the email service providers, social media signup's, product signup's you would have ever done. The tried & tested design that does not go wrong atleast for languages written from left to right. [ thats a large number of launages :-)]


The "Generator"


Very similar to the classic design but with more number of fields and for sure a authentication procedure built in.This kind of form are usually used for lead generation activity and can transform into many types of pages some of them shown below.





The "Requester"

A very interesting innovation in the lead generation world and some advertisers swear by it. This form of page design is typical of product companies that want the user to first understand the product in details and ask for the user details subtly.



The "Ancient Scroll"

This format came into existence in the late 1990's and  was primarily used by scam website from hair growth to slimming lotions but in recent times we have seen serious marketing being done with such formats. The Idea with the long scroll is to inform the customer about all the possible information that he can assimilate and then ask him to complete a desired action.

Don't go by the image typical scroll can be up---------------to 2000-2200 pixels in length

The "DisRupTor"

This format came into existence when the advertiser(s) got desperate :). Most of the times this methodology is used by advertisers who feel that even before the user has gone thru the website / content, he / she should register for a special offer.In the indian ECO-System this is "seen" to be working but I am not sure if any one has done the analysis from a user engagement perspective.

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One nuance that I would like to highlight for performance campaigns that have landing pages with numbers mentioned on them.
  • An interesting thing that can be deployed, where for every referrer you show a different number, enabling you to track back the call-in's on each number.
On Authentication: one of the biggest things that can be done to improve your performance campaign results is to add an authentication layer. Some of them that can be deployed.
  1. IP Validation 
  2. SMS verification
  3. Email verification 
  4. Clip based verification
  5. Voice call Authentication. 
Each of the above have their pro's, so you will have to try a few to get to know what works best for you.

Other things that are important, which based on my experience that should be present as a part of your registration form are as follows.
  1. The registrations form should have 
    1. NULL character check 
    2. Phone Number validation (7,8,9) , Ten digit (for India)
    3. Numeric check in numeric fields  
    4. Protection & Check for SQL injection 
  2. Analytics
    1. Goal conversion matrices w.r.t 
      1. clickable points
      2. time on site 
      3. exit links
    2. UTM parameters shouldbe tracked and analysied
  3. Content
    1. Should be SEO friendly
    2. The page should have a link in the sitemap.xml link
For a sales performance campaign the design is little complicated and is intertwined with technology, will try and cover that in a different post. 

As always, will look forward to the readers feedback. Banner Design will be next. 

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