Landing Page Best Practices
Published on: December 7 2022 by Paid Media Pros
Landing Page Best Practices
Table of Contents
Landing Page Best Practices
| startTime | durationTime | text |
| 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 |
| 00:20:32 | 00:20:35 | at least once a week so if you want to |
| 00:20:34 | 00:20:37 | get notified of when a new one comes out |
| 00:20:35 | 00:20:40 | be sure to subscribe to the paid media |
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