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20 views

CRO Course

Uploaded by

getrektjo
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Section 1

Landing page = first page visitor lands on towards a conversion goal

Clarity is most important in landing page

5 second test:
- show landing page to random ppl
- ask them:
- what service/product do you sell
- what value does it provide to clients (whats your service gonna benefit them)

3 types of visitors:
- Yesses
- No’ers
- Maybes
You’re never going to get the No’ers, and the No’ers side of the maybes
Good design and effective CRO, is only going to effect the yesses and the yes/maybe
maybes.

3 Main types of landing pages


- primary site
- high attention ratio (lots of distraction)
- for loooots of products
- microsite
- best for limited services/products
- dedicated LP
- best for 1 service, for 1:1 attention ratio (call for 1 action)
- e.g. christian florea website

AIDA sales funnel


- Awareness, Interest, Desire, Action

Do you have what I want?


Why buy from YOU?

LP/every page should have 1 primary conversion action.


secondary conversion action should be way smaller, less obvious and should be supporting
the primary conversion action.
Page should have CLEAR headlines + subheadlines

Person based selection >>> Needs based selection >>>>>> product based selection

Section 2
Commoditized products (thats available at multiple stores):
- lots of practical detail
- very little emotional focus
- not about value of customer, about features of product
- price is biggest determinant

Call to action service:


- more emotional payoffs to customers
- no overloading of detail
- no price
- unique, more mystery
- understand more about emotional/psychological needs of Customers
- understand what’s bothering your customers

Page req.:
- Useful = useful call to action, fulfills the needs of visitors
- Learnable = is the usage of site self-explanatory?
- Memorable
- Effective = Can users accomplish their tasks on your site?
- Efficient = Can users get the job done with as little resources as possible? Page load
speed, unnecessary links/info
- delightful = experimental element to your website

Sum in short:

USABILITY = HIGH perceived value, LOW difficulty

CLARITY

clarity & simplicity = less thought


- most important on LP
- old lady should understand page info
- satisfaction important
For commoditized products, user should know:
- where he is on the page
- how to get help
- how to find what he’s looking for (e.g. top3 product categories)
- Needs based selection (e.g. for sports, for night, for lifestyle)
- how to get back (breadcrumbs)

NO EXTERNAL ADS ON HEADER PAGE!!!!!


pro-tip: IF user has to think. BAD DESIGN

Call To Action

Button CTA should be the finish of a sentence, MAKE IT PERSONALIZED


- I want to start my free trial
- I want to explore this product
- I want to book a call
- I want to start a free demo

Qualities of good CTA page:


- supporting headline (e.g. read this book for free)
- one clear CTA (low attention ratio)
- clear button
- supporting graphic
- post-click expectations (30 day trial, no creditcard required etc.)
- SIMPLICITY IS KEY

Readability & Visual hierarchy

- Most important info at top of page


- Bullet points & highlight key terms
- Short paragraphs
- Don’t write in full sentences
- Use headlines on every page
- avoid hyperboles, fewer adjectives, more factual
- focus on essential info
- Keep it dummy mode: 8th grade reading level (even if its b2b LP)
Images & Graphics

- High quality images (Avoid stock photos)


- Relevance to product/service (bonus: evoke emotion)
- Image should not be distraction from reading text
- Use graphics, icons, simple images for page structure and visual appeal

Information architecture & Accessibility

Trust, Safety and Credibility

- basically look at other similar niche websites


- partnerships = trust
- with testimonials, have titles of persons (SEO manager, CEO)
- when having the ‘many’, include the comparable
- Those two increase trust

Dedicated LP best practices

- Clear and Unmistakable Headline


- Minimize anxiety, increase trust
-

Make sure that you are proficient in web design, which comes down to 2 points:
- be proficient in elements on which place
- be proficient in design itself

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