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Landing Page Best Practices

Published on: December 7 2022 by Paid Media Pros

Landing Page Best Practices

Landing Page Best Practices

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00:00:00 00:00:05 landing pages are an extremely important
00:00:03 00:00:08 part of any digital marketing campaign
00:00:05 00:00:10 whether it's paid advertising or not but
00:00:08 00:00:13 especially for paid advertising it's the
00:00:10 00:00:15 place that your customers are going to
00:00:13 00:00:17 engage with your business online and
00:00:15 00:00:20 likely where they're going to decide
00:00:17 00:00:21 whether to purchase from you or not so
00:00:20 00:00:23 it's important that you make sure that
00:00:21 00:00:25 it's actually putting your business in a
00:00:23 00:00:27 good light it's giving a good user
00:00:25 00:00:30 experience one of the questions we get
00:00:27 00:00:32 asked pretty often is what should i put
00:00:30 00:00:36 on my landing page or what makes a good
00:00:32 00:00:37 landing page so rather than rehash the
00:00:36 00:00:39 same thing over and over again even
00:00:37 00:00:41 though probably still have to do it from
00:00:39 00:00:43 time to time on client calls i wanted to
00:00:41 00:00:46 put together a video that toks about
00:00:43 00:00:48 the main fundamentals of what a good
00:00:46 00:00:50 landing page are and then i want to give
00:00:48 00:00:53 some real world examples to show you
00:00:50 00:00:55 some of those pieces out in the wild
00:00:53 00:00:58 for the majority of this video i'm
00:00:55 00:01:00 actually going to use real world landing
00:00:58 00:01:02 page examples i have two different
00:01:00 00:01:04 business types that i'm going to walk
00:01:02 00:01:06 through the first is going to be meal
00:01:04 00:01:08 prep kits so i have three different
00:01:06 00:01:11 sites for that and the second is going
00:01:08 00:01:14 to be a stok screener something for the
00:01:11 00:01:16 stok market it's in the financial space
00:01:14 00:01:19 it's just a very different look and feel
00:01:16 00:01:20 than the meal kit delivery system so
00:01:19 00:01:22 we'll have a couple different things we
00:01:20 00:01:24 can look at and i've got three
00:01:22 00:01:26 businesses for each so as we go through
00:01:24 00:01:27 these best practikes i'm going to be
00:01:26 00:01:30 calling them out based on the landing
00:01:27 00:01:32 pages i have chosen that doesn't mean
00:01:30 00:01:34 these are perfect landing pages and you
00:01:32 00:01:36 should absolutely follow everything they
00:01:34 00:01:37 do but it also doesn't mean they're bad
00:01:36 00:01:39 they have some things they're doing well
00:01:37 00:01:41 some things they're not doing as well
00:01:39 00:01:43 but hopefully it'll give you ideas for
00:01:41 00:01:45 what to do on your pages
00:01:43 00:01:47 the first landing page best practike i
00:01:45 00:01:48 want to tok about is having a focused
00:01:47 00:01:51 header section and let's start off with
00:01:48 00:01:53 the meal prep kits for this here i'm on
00:01:51 00:01:55 the hellofresh site and i am on a
00:01:53 00:01:58 13-inch macbook this is what it looks
00:01:55 00:02:00 like above the fold header section for a
00:01:58 00:02:03 13-inch laptop overall the header
00:02:00 00:02:05 section here is pretty good you can see
00:02:03 00:02:08 that the call to action is pretty much
00:02:05 00:02:09 the same as the intro here get 14 free
00:02:08 00:02:11 meals plus free shipping and then
00:02:09 00:02:13 there's a little bit of content that
00:02:11 00:02:15 says fresh pre-portioned ingredients and
00:02:13 00:02:16 delicious recipes delivered to your door
00:02:15 00:02:18 so obviously they want you to get
00:02:16 00:02:21 started personalize your plan one thing
00:02:18 00:02:23 that i don't see here is that when i
00:02:21 00:02:25 searched for this to bring up this ad as
00:02:23 00:02:28 well as the other meal kits i actually
00:02:25 00:02:30 did google meal prep kit and that
00:02:28 00:02:32 doesn't really have anything listed on
00:02:30 00:02:34 this page for that but it is still a
00:02:32 00:02:37 pretty compelling header section blue
00:02:34 00:02:38 apron is somewhat similar it just starts
00:02:37 00:02:40 off with choose your menu don't worry
00:02:38 00:02:43 you can change your menu every week and
00:02:40 00:02:45 then it just goes into the first section
00:02:43 00:02:47 of meal prep kits that you can have here
00:02:45 00:02:50 there's not really a lot that reinforces
00:02:47 00:02:52 the meal prep kit keywords but it does
00:02:50 00:02:54 take you directly to calls to action so
00:02:52 00:02:56 not necessarily a hugely compelling
00:02:54 00:02:57 header section but it's not terrible and
00:02:56 00:03:00 then green chef is probably the one that
00:02:57 00:03:02 does the least good job in my eyes
00:03:00 00:03:05 because it just kind of starts you off
00:03:02 00:03:07 in the builder process it doesn't really
00:03:05 00:03:09 set you on a landing page at the very
00:03:07 00:03:10 top that is telling you why you're here
00:03:09 00:03:12 you're kind of immediately thrown into
00:03:10 00:03:14 making a decision about what you want
00:03:12 00:03:17 rather than why you should choose green
00:03:14 00:03:20 chef over blue apron or hellofresh so
00:03:17 00:03:22 all of these meal prep kit landing pages
00:03:20 00:03:24 right off the bat don't necessarily have
00:03:22 00:03:27 header sections that i would consider
00:03:24 00:03:28 more traditional but the stok pages do
00:03:27 00:03:31 so here we've got three different
00:03:28 00:03:33 versions so this first one from benzynga
00:03:31 00:03:35 is a stok screener landing page these
00:03:33 00:03:37 will all be stok screeners but it's got
00:03:35 00:03:38 the only stok screener you need a
00:03:37 00:03:40 couple of calls to action and then even
00:03:38 00:03:42 on this same piece you can start to see
00:03:40 00:03:44 some of the supporting content and
00:03:42 00:03:46 you've got six calls to action in the
00:03:44 00:03:47 beginning section of this page so it's
00:03:46 00:03:49 got a lot going on here with some
00:03:47 00:03:52 supporting information adam has a little
00:03:49 00:03:54 bit cleaner version and it's got a lot
00:03:52 00:03:56 more text a lot less visuals but it
00:03:54 00:03:58 still does tell you to screen the stok
00:03:56 00:03:59 market for your next investment tells
00:03:58 00:04:01 you what you can do and then helps you
00:03:59 00:04:03 find investment opportunities and then
00:04:01 00:04:06 the last one is even more drastik with
00:04:03 00:04:08 just very bold lettering up at the top
00:04:06 00:04:10 for sign up for your supercharged super
00:04:08 00:04:11 charts and then a call to action you
00:04:10 00:04:14 have to scroll down to get to any
00:04:11 00:04:16 additional information on that so out of
00:04:14 00:04:18 all of these pages you can see different
00:04:16 00:04:21 ways of trying to have compelling header
00:04:18 00:04:22 sections anything from this relatively
00:04:21 00:04:25 basic one into
00:04:22 00:04:26 this probably the best layout out of all
00:04:25 00:04:28 of these the hellofresh page that gives
00:04:26 00:04:30 you a little bit more information or
00:04:28 00:04:32 even just dumping somebody right into
00:04:30 00:04:35 the sales process like the green chef
00:04:32 00:04:36 page does just think about your own user
00:04:35 00:04:39 experience if you were searching for
00:04:36 00:04:41 either a meal prep kit or stok screener
00:04:39 00:04:43 software what would you want to have at
00:04:41 00:04:45 the top of the page as the first
00:04:43 00:04:46 impression because odds are you're
00:04:45 00:04:49 judging these pages based on what you
00:04:46 00:04:50 see here from a consumer standpoint but
00:04:49 00:04:52 that's the way you need to look at your
00:04:50 00:04:54 own landing pages what information would
00:04:52 00:04:56 you want right at the top that would
00:04:54 00:04:58 tell you that you're in the right place
00:04:56 00:05:00 for your own business what is the best
00:04:58 00:05:02 way to make this first impact as
00:05:00 00:05:04 meaningful as possible
00:05:02 00:05:05 for the second best practike we're going
00:05:04 00:05:07 to be engaging with the page a little
00:05:05 00:05:10 bit more and that's to make sure that
00:05:07 00:05:11 you have clear calls to action when we
00:05:10 00:05:14 reviewed the header section i called out
00:05:11 00:05:15 the benzynga page because it has six
00:05:14 00:05:17 different calls to action you can see
00:05:15 00:05:20 login start your free trial up in the
00:05:17 00:05:23 header and then twice you can see see a
00:05:20 00:05:25 product demo and get started for free in
00:05:23 00:05:26 the black header section and then on the
00:05:25 00:05:28 bottom left in that kind of white
00:05:26 00:05:30 background area you can see those same
00:05:28 00:05:32 pieces as we engage with the rest of the
00:05:30 00:05:34 page you'll notike that there is a chat
00:05:32 00:05:36 operator over here to where you can
00:05:34 00:05:38 either start to chat you can either get
00:05:36 00:05:39 in touch with sales tell them you're
00:05:38 00:05:41 just browsing or you can chat with
00:05:39 00:05:44 support so it's got a second call to
00:05:41 00:05:46 action there but for the most part these
00:05:44 00:05:48 product demo and get started for free
00:05:46 00:05:50 calls to action are repeated throughout
00:05:48 00:05:52 the page so there's a good number of
00:05:50 00:05:53 different touch points you can see here
00:05:52 00:05:55 for people to do the same thing so
00:05:53 00:05:58 overall benzyngo really just wants you
00:05:55 00:05:59 to get started the atom landing page is
00:05:58 00:06:02 a little bit different first of all it
00:05:59 00:06:04 has this area where you want to sign up
00:06:02 00:06:05 for news and special offers so there's
00:06:04 00:06:07 one call to action there i'm going to
00:06:05 00:06:08 say don't allow for right now let me get
00:06:07 00:06:10 rid of the bar at the bottom and now we
00:06:08 00:06:12 can start to see the calls to action
00:06:10 00:06:14 here you can see the try for free up in
00:06:12 00:06:16 the top find investment opportunities
00:06:14 00:06:18 and then as you scroll down the page you
00:06:16 00:06:20 can see that there's a good amount of
00:06:18 00:06:22 content here but there's really not a
00:06:20 00:06:23 ton of calls to action throughout the
00:06:22 00:06:25 page it took a little bit before we got
00:06:23 00:06:28 to another screen for stoks now we can
00:06:25 00:06:29 start to see create a watch list then
00:06:28 00:06:32 there's another one down here of track
00:06:29 00:06:33 fellow investors there's a lot of
00:06:32 00:06:36 different calls to action on this page
00:06:33 00:06:39 these are both learn more either about
00:06:36 00:06:40 sec filings or an investment portfolio
00:06:39 00:06:42 and then you can get started again down
00:06:40 00:06:44 at the bottom so this one has a number
00:06:42 00:06:46 of different calls to action throughout
00:06:44 00:06:48 the entire page it's not quite as
00:06:46 00:06:50 focused as the last landing page that we
00:06:48 00:06:51 just looked at and more often than not i
00:06:50 00:06:53 would say that you should try and keep
00:06:51 00:06:56 your calls to action relatively focused
00:06:53 00:06:58 i don't have a problem with there being
00:06:56 00:07:00 two different types of calls to action
00:06:58 00:07:02 here because effectively see a product
00:07:00 00:07:05 demo is the hand-holding version whereas
00:07:02 00:07:06 get started for free is just let me get
00:07:05 00:07:08 started but there's not a lot of other
00:07:06 00:07:11 things on this page like get a white
00:07:08 00:07:13 paper watch a webinar sign up for a
00:07:11 00:07:15 newsletter this page is relatively
00:07:13 00:07:17 focused on the same thing i think that's
00:07:15 00:07:19 a really important note to take away is
00:07:17 00:07:21 that you really want people to be able
00:07:19 00:07:22 to take the call to action that you want
00:07:21 00:07:24 and you're trying to optimize for with
00:07:22 00:07:26 these landing pages so keep it focused
00:07:24 00:07:28 we already looked at this green chef
00:07:26 00:07:30 page and toked about how it's pretty
00:07:28 00:07:31 focused on just the call to action here
00:07:30 00:07:33 because it's trying to just get you to
00:07:31 00:07:35 get started there's really not a lot
00:07:33 00:07:37 else on the page other than just the
00:07:35 00:07:39 call to action so although this one is
00:07:37 00:07:41 focused and feels very sales heavy that
00:07:39 00:07:43 doesn't mean that you have to drop
00:07:41 00:07:46 somebody right into the buyer section to
00:07:43 00:07:47 get them to focus on this call to action
00:07:46 00:07:49 if we go to the hellofresh page there
00:07:47 00:07:50 are a number of different calls to
00:07:49 00:07:52 action whether it's this button the
00:07:50 00:07:54 personalize your meal plan there are a
00:07:52 00:07:55 number of different calls to action
00:07:54 00:07:58 throughout the page a lot of them just
00:07:55 00:08:00 say start now and without giving too
00:07:58 00:08:02 much away or taking too much time every
00:08:00 00:08:04 single one of these buttons goes to the
00:08:02 00:08:05 same length even if the language is
00:08:04 00:08:07 different although it's got a lot of
00:08:05 00:08:09 supporting information takes you in a
00:08:07 00:08:10 number of different areas and it might
00:08:09 00:08:12 feel like there are a lot of different
00:08:10 00:08:13 calls to action there really aren't
00:08:12 00:08:15 because they all take you to the same
00:08:13 00:08:17 place make sure that you're focused on
00:08:15 00:08:19 at least one main call to action and
00:08:17 00:08:21 maybe just use a couple supporting ones
00:08:19 00:08:23 if you think that that's necessary i've
00:08:21 00:08:25 already kind of toked a little bit
00:08:23 00:08:26 about the third best practike and that's
00:08:25 00:08:29 to make sure that you have good
00:08:26 00:08:31 supporting content on your landing pages
00:08:29 00:08:33 i think i alluded to it mostly on this
00:08:31 00:08:34 green chef page but remember it's got
00:08:33 00:08:37 this main call to action but then it's
00:08:34 00:08:39 just got a few different questions down
00:08:37 00:08:41 here below just a frequently asked
00:08:39 00:08:43 questions section and that's it there's
00:08:41 00:08:45 not really a lot of additional
00:08:43 00:08:47 information to tell me about green chef
00:08:45 00:08:48 before i get started sure there is a
00:08:47 00:08:50 section here that says what makes them
00:08:48 00:08:52 different can you see the recipes that
00:08:50 00:08:54 sort of thing but from a lot of the
00:08:52 00:08:56 other landing pages we've seen you know
00:08:54 00:08:58 that this is one of the most sparse
00:08:56 00:08:59 pages that's on here i like the blue
00:08:58 00:09:01 apron site because even though the
00:08:59 00:09:04 header section is still very call to
00:09:01 00:09:07 action focused if you scroll down past
00:09:04 00:09:09 these first four plans here you can get
00:09:07 00:09:11 a decent amount of information about why
00:09:09 00:09:13 you should choose blue apron gives you
00:09:11 00:09:14 kind of these six bullet points here
00:09:13 00:09:16 with supporting information it's got
00:09:14 00:09:18 some social proof and there's frequently
00:09:16 00:09:20 asked questions down below and there's
00:09:18 00:09:22 just a lot to kind of help you figure
00:09:20 00:09:24 things out you can also go to the rest
00:09:22 00:09:26 of their faq page if you want to know
00:09:24 00:09:28 more about them but then even on some of
00:09:26 00:09:30 the stok screening pages we toked a
00:09:28 00:09:32 bit about in the focused header section
00:09:30 00:09:33 and this does feel very sparse but this
00:09:32 00:09:35 is also probably the longest landing
00:09:33 00:09:36 page that i have pulled up out of the
00:09:35 00:09:39 six that i've shown you today because as
00:09:36 00:09:41 you scroll down there's a great gif here
00:09:39 00:09:43 that shows you a lot of things that look
00:09:41 00:09:45 very overwhelming to me but i believe
00:09:43 00:09:47 for traders who are looking for stok
00:09:45 00:09:49 screener software this is probably very
00:09:47 00:09:51 helpful walkthrough of how the platform
00:09:49 00:09:53 works but then if you keep scrolling it
00:09:51 00:09:55 toks about charts that move the market
00:09:53 00:09:57 and then it gives you a little bit more
00:09:55 00:09:59 of a view of what those charts could be
00:09:57 00:10:02 we get five different bullet points here
00:09:59 00:10:03 about what is useful of the software and
00:10:02 00:10:05 then we really start to get into more
00:10:03 00:10:07 pieces we've got some different
00:10:05 00:10:09 supporting information with images and
00:10:07 00:10:11 bullet points there's a number of other
00:10:09 00:10:13 sections here down below that feel
00:10:11 00:10:14 relatively similar that show a number of
00:10:13 00:10:16 the different features that this
00:10:14 00:10:18 software offers and then it also shows
00:10:16 00:10:20 kind of the idea of some of the reports
00:10:18 00:10:22 you can build for yourself and again you
00:10:20 00:10:24 keep going down it keeps showing you
00:10:22 00:10:26 more stuff so there's lots of
00:10:24 00:10:28 information down here to kind of help
00:10:26 00:10:30 you figure out why you should or should
00:10:28 00:10:32 not use this software as well as
00:10:30 00:10:34 different pieces like
00:10:32 00:10:35 social engagement you saw at the top and
00:10:34 00:10:38 there's also chat there's a lot of
00:10:35 00:10:41 really good information on this page
00:10:38 00:10:44 that really helps to support the more
00:10:41 00:10:46 dramatik introduction to the page when
00:10:44 00:10:48 it's a very sparse header section but
00:10:46 00:10:49 again i'm still scrolling i still
00:10:48 00:10:51 haven't gotten to the bottom there's
00:10:49 00:10:53 that much information on here and it's
00:10:51 00:10:54 got a call to action buried all the way
00:10:53 00:10:56 down at the bottom as well as a couple
00:10:54 00:10:58 of supporting calls to action if you
00:10:56 00:11:00 wanted to figure that out but the main
00:10:58 00:11:03 takeaway here is to make sure that
00:11:00 00:11:05 whatever you are trying to offer your
00:11:03 00:11:07 potential customers and whatever call to
00:11:05 00:11:08 action you want them to sign up for make
00:11:07 00:11:11 sure that the information for them to
00:11:08 00:11:13 make the decision to opt in is on the
00:11:11 00:11:14 page because we want to make sure that
00:11:13 00:11:16 they have everything they need right
00:11:14 00:11:18 away so they can fill out the call to
00:11:16 00:11:20 action and not have to go anywhere else
00:11:18 00:11:22 the next thing to keep in mind is that
00:11:20 00:11:24 page speed matters nobody wants to sit
00:11:22 00:11:27 around and wait for a landing page to
00:11:24 00:11:29 load for a very long time just to
00:11:27 00:11:31 potentially become a customer of yours
00:11:29 00:11:33 it is on you to make sure that your page
00:11:31 00:11:35 loads quickly with all the pieces that
00:11:33 00:11:36 we just toked about to make sure that
00:11:35 00:11:39 your customers can get the information
00:11:36 00:11:41 they need as quick as possible my
00:11:39 00:11:44 favorite tool for determining page speed
00:11:41 00:11:45 is actually google's page speed insights
00:11:44 00:11:48 tool from google developers so if you
00:11:45 00:11:49 just go google page speed insights it's
00:11:48 00:11:51 the first one that shows up right here
00:11:49 00:11:53 it's extremely easy to use all you have
00:11:51 00:11:54 to do is add in your landing page so i'm
00:11:53 00:11:56 going to use that one that we just went
00:11:54 00:11:58 through the trading view super charts
00:11:56 00:12:00 page and click analyze and now we can
00:11:58 00:12:02 start to see some of the insights that
00:12:00 00:12:04 google has this first section at the top
00:12:02 00:12:06 i'll be honest is new to me says
00:12:04 00:12:08 discover what your real users are
00:12:06 00:12:10 experiencing and it says that it's using
00:12:08 00:12:12 real user data from the landing page you
00:12:10 00:12:14 provided and if it doesn't have enough
00:12:12 00:12:18 information for the specific url it's
00:12:14 00:12:19 utilizing its origin or the root domain
00:12:18 00:12:21 as you can see here this section is a
00:12:19 00:12:23 little bit different but there could be
00:12:21 00:12:25 some useful information here the part
00:12:23 00:12:26 that i find more useful is going to be
00:12:25 00:12:28 this diagnose performance issues down
00:12:26 00:12:30 here it's looking at it just for this
00:12:28 00:12:33 url and then it gives you an overall
00:12:30 00:12:35 score about how quickly your page is
00:12:33 00:12:37 loading so even though this is the
00:12:35 00:12:39 longest page we saw and i had all those
00:12:37 00:12:41 images on it it's got a 95 that is a
00:12:39 00:12:43 darn good score and then it shows you a
00:12:41 00:12:46 lot of the different takeaways in the
00:12:43 00:12:47 metrics that it has here so speed index
00:12:46 00:12:49 all the different content pieces then
00:12:47 00:12:51 the part that i like the best is that it
00:12:49 00:12:53 shows you the different areas where you
00:12:51 00:12:56 could potentially increase your page
00:12:53 00:12:58 speed by properly sizing images you can
00:12:56 00:13:00 reduce the unused javascript all the way
00:12:58 00:13:03 down to different images down here if
00:13:00 00:13:04 they don't have specific code elements
00:13:03 00:13:07 whatever it is a lot of this is over my
00:13:04 00:13:09 head but this is a very easy thing to
00:13:07 00:13:11 copy and paste the url from this
00:13:09 00:13:13 completed report send it to your
00:13:11 00:13:15 developers and say hey we need to make
00:13:13 00:13:16 the landing page quicker here's a number
00:13:15 00:13:18 of things you could do to execute on
00:13:16 00:13:20 that the other thing that's very nice
00:13:18 00:13:22 about this report and leads into the
00:13:20 00:13:24 next best practike is that they actually
00:13:22 00:13:26 have a section for mobile as well and
00:13:24 00:13:28 it'll show you the report based on
00:13:26 00:13:29 mobile device usage as opposed to
00:13:28 00:13:31 desktop so when we scroll down to the
00:13:29 00:13:34 performance issues here we can see that
00:13:31 00:13:36 the performance is only 70. so it's not
00:13:34 00:13:38 designed as well for a mobile device it
00:13:36 00:13:41 takes a little bit longer for things to
00:13:38 00:13:43 load and then additionally a lot of the
00:13:41 00:13:45 diagnostiks and opportunities down here
00:13:43 00:13:47 below are going to be different because
00:13:45 00:13:48 of the type of device that somebody is
00:13:47 00:13:50 using
00:13:48 00:13:52 so continuing the thought from the
00:13:50 00:13:54 mobile report in page speed insights the
00:13:52 00:13:57 next best practike is to make sure that
00:13:54 00:13:58 you're designing for different devices
00:13:57 00:14:00 more and more people are using mobile
00:13:58 00:14:02 devices as their first touch point even
00:14:00 00:14:04 their middle touch point and last touch
00:14:02 00:14:07 point potentially the entire thing so
00:14:04 00:14:10 although many people who are marketers
00:14:07 00:14:12 and designers use a laptop or desktop to
00:14:10 00:14:14 design things it's very important to
00:14:12 00:14:17 make sure that the user experience on
00:14:14 00:14:18 mobile devices is still up to par so
00:14:17 00:14:21 definitely take a look at the page speed
00:14:18 00:14:23 insights report for mobile devices but
00:14:21 00:14:26 additionally we need to preview landing
00:14:23 00:14:28 pages based on device category so just
00:14:26 00:14:30 for fun i'm going to keep utilizing this
00:14:28 00:14:31 trading view website for this and then
00:14:30 00:14:33 we'll look at one of the meal prep kits
00:14:31 00:14:35 here in just a second and i apologize
00:14:33 00:14:38 the screen is going to be cut off for
00:14:35 00:14:41 this but i'm using chrome as my browser
00:14:38 00:14:43 so rather than trying to pull up this
00:14:41 00:14:46 trading view landing page on my mobile
00:14:43 00:14:48 phone i can actually view it from chrome
00:14:46 00:14:50 right here on my laptop in the main menu
00:14:48 00:14:52 for chrome i just need to go up to view
00:14:50 00:14:54 and now you might be able to see this i
00:14:52 00:14:56 need to go down to developer and then
00:14:54 00:14:59 choose developer tools now you can see
00:14:56 00:15:00 the preview of the landing page for a
00:14:59 00:15:02 mobile device and then you have a number
00:15:00 00:15:04 of different coding pieces over here
00:15:02 00:15:06 that can help you troubleshoot and all
00:15:04 00:15:08 sorts of things but the best part is i
00:15:06 00:15:10 can see what an iphone x is going to
00:15:08 00:15:12 look like for this landing page without
00:15:10 00:15:14 having to leave my computer so i can
00:15:12 00:15:16 come here and see that it still has a
00:15:14 00:15:18 very focused header section call to
00:15:16 00:15:21 action is still there that gif still
00:15:18 00:15:23 works and then you can preview what the
00:15:21 00:15:25 layout is for all the information so you
00:15:23 00:15:27 remember these bullet points were
00:15:25 00:15:29 horizontal on my computer now they are
00:15:27 00:15:31 vertikal on a mobile device so think
00:15:29 00:15:33 about all of the different aspects of
00:15:31 00:15:35 landing pages and how you want to
00:15:33 00:15:37 interact with them but think about it in
00:15:35 00:15:40 terms of a mobile device rather than
00:15:37 00:15:42 desktop does everything still look good
00:15:40 00:15:43 does it make sense does the information
00:15:42 00:15:45 flow does it make sense for the landing
00:15:43 00:15:47 page to be this long compared to what
00:15:45 00:15:49 the other ones are use your best
00:15:47 00:15:51 judgment hat on the mobile version as
00:15:49 00:15:53 you would desktop and here we have the
00:15:51 00:15:55 hellofresh version overall it looks
00:15:53 00:15:56 relatively similar to what i saw on my
00:15:55 00:15:58 laptop
00:15:56 00:15:59 pretty easy to scroll through i would
00:15:58 00:16:01 think that you might want a few
00:15:59 00:16:03 different calls to action in here just a
00:16:01 00:16:04 little bit more sprinkled throughout
00:16:03 00:16:06 because these are back to back and then
00:16:04 00:16:07 i bet there's going to be another one
00:16:06 00:16:10 here yep and you can see that some of
00:16:07 00:16:11 the images aren't really working on here
00:16:10 00:16:12 so this is probably something where
00:16:11 00:16:14 we've got some takeaways we want to make
00:16:12 00:16:16 sure that the mobile offer makes a
00:16:14 00:16:18 little bit more sense and the last thing
00:16:16 00:16:21 here is that you can preview different
00:16:18 00:16:22 devices so right now i'm an iphone x but
00:16:21 00:16:26 you could do responsive you could also
00:16:22 00:16:28 look at a google pixel a nest hub ipad
00:16:26 00:16:31 whatever device you want to preview you
00:16:28 00:16:33 can have that squared away in here
00:16:31 00:16:34 the last two best practikes that i want
00:16:33 00:16:37 to run through i'm not going to look at
00:16:34 00:16:38 the other websites for it because you
00:16:37 00:16:40 don't really need to look at those pages
00:16:38 00:16:42 to see what i'm going to tok about
00:16:40 00:16:46 second to last is going to be to track
00:16:42 00:16:48 your kpis know up front what metrics you
00:16:46 00:16:51 are trying to improve on and make sure
00:16:48 00:16:53 that you have the platform or software
00:16:51 00:16:56 in place to track that just like with
00:16:53 00:16:58 the idea of what should i put on my
00:16:56 00:16:59 landing page a lot of people ask what
00:16:58 00:17:02 should i be tracking with my landing
00:16:59 00:17:04 pages while i'm testing them so here are
00:17:02 00:17:06 a number of kpis that i think can be
00:17:04 00:17:09 really helpful it can be conversion rate
00:17:06 00:17:11 the time on site scroll depth bounce
00:17:09 00:17:13 rate the pages viewed like how many
00:17:11 00:17:14 pages somebody viewed during that
00:17:13 00:17:17 session and then average session
00:17:14 00:17:19 duration how long were they on the site
00:17:17 00:17:21 all of these individually will give you
00:17:19 00:17:23 some indicator of how people are
00:17:21 00:17:24 engaging with your landing pages all
00:17:23 00:17:26 together they do a pretty good job of
00:17:24 00:17:28 telling you whether the user is having a
00:17:26 00:17:30 good experience or not and most of them
00:17:28 00:17:33 you can find for free in the google
00:17:30 00:17:35 analytiks profiles you can also use
00:17:33 00:17:37 additional software whether it is
00:17:35 00:17:40 through landing page testing software
00:17:37 00:17:41 like unbounce or instapage which we have
00:17:40 00:17:43 affiliate links for below if you want to
00:17:41 00:17:45 check out either of those or if it's
00:17:43 00:17:47 something like heat map software like
00:17:45 00:17:49 hot jar or microsoft clarity has
00:17:47 00:17:52 available so you can see how users are
00:17:49 00:17:53 actually engaging with the page what
00:17:52 00:17:55 they're clicking on maybe recording
00:17:53 00:17:57 sessions and going back and watching
00:17:55 00:17:59 that there's lots of different ways that
00:17:57 00:18:01 you can track how users are engaging
00:17:59 00:18:03 with your page and making decisions
00:18:01 00:18:05 based on where they're getting stuck
00:18:03 00:18:07 where you're seeing good flow through to
00:18:05 00:18:10 try and improve and make sure that
00:18:07 00:18:11 you're always moving forward on the kpis
00:18:10 00:18:14 that you're trying to improve on and
00:18:11 00:18:15 then the last best practike is super
00:18:14 00:18:17 simple i'm sure you probably already
00:18:15 00:18:19 guessed it it's to keep testing and
00:18:17 00:18:21 iterating your pages landing page
00:18:19 00:18:22 testing in my opinion and in many
00:18:21 00:18:25 people's opinion
00:18:22 00:18:27 is never done you're not going to find
00:18:25 00:18:29 the landing page that will be the end
00:18:27 00:18:31 all be all and will always be the page
00:18:29 00:18:33 that you need so you need to keep
00:18:31 00:18:36 testing different layouts information
00:18:33 00:18:38 calls to action all these different ways
00:18:36 00:18:39 to make sure that you're improving on
00:18:38 00:18:41 what you've been doing you're learning
00:18:39 00:18:43 something with each test and you're
00:18:41 00:18:45 trying to impact the bottom line to make
00:18:43 00:18:47 sure that your paid advertising
00:18:45 00:18:49 campaigns are bringing in the revenue
00:18:47 00:18:51 that they need to if you don't have the
00:18:49 00:18:53 ability to go out and hard code new
00:18:51 00:18:55 pages or you don't have something that
00:18:53 00:18:57 makes it easy to test maybe your
00:18:55 00:18:59 developers are overloaded then you
00:18:57 00:19:01 absolutely should check out either
00:18:59 00:19:03 unbounce and or instapage like i
00:19:01 00:19:05 mentioned in the show notes and see if
00:19:03 00:19:07 either of those pieces of software can
00:19:05 00:19:09 help you out they are extremely user
00:19:07 00:19:12 friendly they make testing and iterating
00:19:09 00:19:14 super simple for anybody with any
00:19:12 00:19:16 knowledge level of building websites and
00:19:14 00:19:18 they help you track performance directly
00:19:16 00:19:20 in the platforms depending on what
00:19:18 00:19:23 artikles you read videos you watch
00:19:20 00:19:25 experts you speak to you'll invariably
00:19:23 00:19:27 see a list of landing page best
00:19:25 00:19:29 practikes that differs from this one
00:19:27 00:19:30 they usually have a number more pieces
00:19:29 00:19:33 of information in here i've got a lot
00:19:30 00:19:35 more suggestions but in my experience
00:19:33 00:19:37 this section of best practikes is going
00:19:35 00:19:40 to be consistent throughout all of them
00:19:37 00:19:42 you need a page that has very focused
00:19:40 00:19:44 header section good calls to action and
00:19:42 00:19:47 supporting content to make sure that the
00:19:44 00:19:48 actual content of the page is meaningful
00:19:47 00:19:50 then from a tiknical perspective you
00:19:48 00:19:52 need to make sure that you're designing
00:19:50 00:19:54 for all device categories and that those
00:19:52 00:19:56 pages are loading quickly because people
00:19:54 00:19:58 have less and less patience as the
00:19:56 00:20:00 internet gets more advanced and then it
00:19:58 00:20:03 makes no sense to test landing pages if
00:20:00 00:20:05 you're not going to track those kpis and
00:20:03 00:20:07 test and iterate based on what you've
00:20:05 00:20:10 learned from those measurements
00:20:07 00:20:12 hopefully this is a good short list that
00:20:10 00:20:14 feels doable to all of you listening and
00:20:12 00:20:16 hopefully the examples that i pulled up
00:20:14 00:20:18 were also enlightening and gave you some
00:20:16 00:20:19 ideas about what you could do on your
00:20:18 00:20:21 landing pages to make sure that you're
00:20:19 00:20:23 following these best practikes just like
00:20:21 00:20:26 always if you have any follow-up
00:20:23 00:20:27 questions or any suggestions as well i
00:20:26 00:20:29 would love to hear about it in the
00:20:27 00:20:30 comments thanks for watching our video
00:20:29 00:20:32 if you thought it was useful give us a
00:20:30 00:20:34 thumbs up below we release a new video
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