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Design of landing pages (Part 3)

April 15

Hello, thanks for visiting - I hope that you will find useful information. but also leave a comment if you have any comments on the subject.

We continue with the continuation and the same final part of this little trilogy.

This post is part 3 of a three-part series:
Rough design: efficiency, generate traffic (Part 1)
Fine Design: site design (Part 2)
Evaluating, optimizing and Practice (Part 3)

Testing, optimizing
The website was created, it is advisable to test the whole thing of people from the audience to leave. This result does not necessarily have a highly professional usability study. Often it is already known or to ask colleagues to detect small mistakes or pitfalls in the use.
After the launch, it makes sense potential optimizations using Google's Website Optimizer to test. This allows easy abzutesten different versions as different image or button names. It provides the tool from Google that different variants are tested automatically from visitors to the landing page, then you can look at a statistic which version is best converted.

Statistics, analysis, ROI
Very important is the integration of a statistical tool. This should already be defined before creating the landing page, which is integrated statistics tool, and what KPIs (key performance indicators) should be measured. Nothing is more annoying than the end of a scenario campaign to have no meaningful figures are available.
Interesting values ​​are: visits, conversion rate, cost per click, click-through rate, ROI, origin and language of the user, form dropout rate

Examples:

Landing Page Template Zanox
This template can be used for affiliate programs on Zanox. The basic concept is based on a tidy, uncluttered landing page, the number of products is very transparent and compares.

Zanox Landingpage

Tourism: Complex family vacation landing page
The special feature of this Landigpage is that it goes from here to generate inquiries. For this reason, an integrated function of the user via a shopping cart system makes a request. This request is automated based on user selections made on several providers.
The basic idea is very good only the operation must be understood first. By the flood of information the site also seems a bit full.

Familienurlaub Landingpage

Landing Page: Slippers
Example of an integrated into the website landing page on slippers.

Landing Page: raffle
Very nice, simple landing page for a raffle. The only drawback is, in my view, that must be scrolled, and so entry form and button are not visible immediately.

MacBook Landingpage

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Posted in eCommerce , eMarketing

Design of landing pages (Part 2)

April 7

We continue with the sequel on landing pages.

This post is part 2 of a three-part series:
Rough design: efficiency, generate traffic (Part 1)
Fine Design: site design (Part 2)
Evaluating, optimizing and Practice (Part 3)

Fine Design: site design (Part 2)
In the second part deals with the detailed design of the landing page. This of course depends very much on the purpose of the relevant website. Basically you can say that (looks at branding campaigns, there is something different) the following points are very important key elements for sales-oriented landing pages are:

Avoid distractions
On the landing page, everything should be on the defined target oriented. For example, if a product can be sold, then it should be avoided other products or provide additional links to other websites. This would be a risk that the user is distracted too high. For this reason, a landing page should not be involved in the actual corporate site or the main navigation of the corporate Web site can be integrated on the landing page. If it be necessary to cross a main navigation links, or need, these should be separated optically clear. The user has to recognize at a glance that the links will take away from the landing page and has nothing to do with the actual action have. This may appear as optically hidden by a navigation, the menu items only when mouseover on a button labeled "corporate website", or (integrate main navigation with low opacity on mouseover, the opacity is increased to a normal value) by a low contrast can be achieved.

On the question whether a landing page is to be integrated into the actual site, there is also a contrary opinion. Representatives of this view argue that more users can not find back subsequently to the landing page because they are not firmly anchored in the site. Yet I see landing pages always be a separate page, however, from the corporate Web site can be linked very supportive and also to.

Meet the expectations
If the user had to click on any intervention on the landing page, this is usually an expectation. These expectations should be met. This means that the wording should be adapted to the Adwords campaign and the pictures used and the overall design of the advertising media should be adjusted.

Call to Action
Call to Action describes a prominent message to the user resulting in the conclusion. Like this are striking, uses buttons with a clear request (Order now, etc.). Here, the graphic design is particularly important. The corresponding elements must stand out clearly as a clickable and discoverable.

Target group oriented design
Another very important point is the target group-oriented design of the landing page. So specific and age should be considered computer affinity. With seniors as a target group, it makes perfect sense points such as accessibility, ease of use, large print, etc. to attach more importance than at a site for teens.

Convey seriousness
The whole landing page must be serious and also act serios. Therefore, in any case, Imprint, contact details and, if present, e-commerce seal of approval to be integrated. In addition, testimonials and reviews seem positive.

Easy to operate
The ordering process must be very easy to use. Each of the confusion may confuse potential customers and lead to a purchase demolition. Therefore should be taken to ensure that the customer with as few clicks as possible and completed a few form fields reach their objective.

Additional incentives
If the possibility of additional incentives for the customer is creating should be utilized. Thus, special offers and coupons at any initial order, etc. are prominently announced. But also a temporal shortage can have a positive effect on the conversion rate. See also my article: " shortage as a means to increase sales "

Reference to other offers
This is now a conflict with the first point, but depending on the offer, it can be quite useful at the end of the page to point to other offers. According to the motto: "Does this product not meet your expectations? Browse in our other offers. "Here, however, important that this call does not compete with the product on the landing page is. Would offer such a thing as the end of a list of several products. This allows a visitor to the landing page could not be convinced, but may be excited for another product.

Other points I have this in a separate article, " Optimization of registration processes , "published in my blog.

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Posted in eCommerce , eMarketing

Design of landing pages (Part 1)

April 2

Landing pages are often designed to advertise a single product or to support a particular campaign. The basic idea is as many requests, orders, addresses, etc. to generate. Depending on the target, there are different approaches and variants of the corresponding landing pages. Before starting, however, should be developed in any case a concept. In this and following articles I will go out as something I personally regards.

This post will be published in three parts:
Rough design: efficiency, generate traffic (Part 1)
Fine Design: site design (Part 2)
Evaluating, optimizing and Practice (Part 3)

But now enough of an introduction and get started with Part 1:

Rough design: efficiency, generate traffic
How will users be directed to the new landing page? The best landing page is of course pointless without visitors. Conventional methods for this are newsletter mailings, Google Adwords, with high budget and desired branding effect and banner campaigns. Aktionen oder klassische Direktmarketing Kampagnen zum Ziel führen. Furthermore, however, also social media campaigns, guerrilla or traditional direct marketing campaigns result in the target. Package can not be answered, and always depends on the target group and product.

Generate traffic in most cases also associated with a cost, should be considered in the design and coordinated with the planned sales targets.
von EUR 0,60 entspricht das ca. 16.666 Clicks via Google Adwords. For example, could be invested EUR 10000.00 in Google Adwords, assuming a CPC of EUR 0.60 which is about equivalent to 16 666 clicks via Google Adwords.
10.000,00 Gewinn erzielt werden um profitabel zu sein. Therefore must be reached on these 16 666 clicks more than EUR 10,000.00 profit in order to be profitable.
All business administration will probably curse me now for this miscalculation, but I'm feeling here just about going to show in what direction was going on.
Of course it is at the beginning of many values ​​is difficult to assess but can gain experience you will always get closer to realistic values, and can sometimes detect early problems.

The following elements should be included in the concept:

  • Definition of all actions relating to budget with concrete
  • Measurable objectives
  • Assessment of the economy
  • Definition of a schedule, with key milestones

schätzen. Another tip: the estimated cost CPC Google Adwords can be relatively well within Google Adwords Traffic Estimator tool on the estimate. The necessary keyword research you can even grab still in the same concept with pure.

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Posted in eCommerce , eMarketing

Email strategy planning - creating a mailing concept

Mar 13

The development of a mailing concept is often neglected or reduced to a minium. "We send a quarterly newsletter yes", you get to the question about a mailing strategy often heard. However, a consistent use of the medium can someone go far beyond. Especially in e-commerce sector, it has become an essential customer retention and sales agents.

Primarily it's about a good mix of automated and manually create threads mailings. This one describes the design process at best a fictitious user of the registration / purchase to Newsletterabbestellung. Depending on your site it can easily happen that there are several scenarios for this type needs. Thus, the example being a B2C and a B2B User and a press representative. The whole can then be visualized as follows nicely on a graph.

Mailing Strategieplanung

Mailing strategy planning

Elements of the concept can be for example the following mailings:

Welcome mail
Welcome mail after registration. This mail should explain to the user directly to the added value it receives through this registry, and what steps are to do next. For example: "Thank you for your registration, you can now enter your personal profile here"

Info Newsletter
May include classical newsletters a healthy mix of information and offers. Is especially important for a premium rate for subscribers to offer. It provides, for example, to tips for making better use of a product, integrating special offers exclusively for newsletter subscribers or contests.

Standalone / campaign mailings
Mailing in which only a single product is presented. This mail should be sent only to subscribers relevant groups, as there is the danger that users feel disturbed.

Hot News
Relatively simple mail for which current information as quickly and easily can be sent.
Objective: Rapid information of the subscribers about current events such as traffic jams, etc.

Collect user data
Special mailings to the user clearly divided into user groups. This can be for example press releases to the linking of two topics. All subscribers have clicked on the topic then get a result in later newsletter on A. For more information about the user data collection I have in the post: " User data to determine elegant and serious , "explained. In general, this process is integrated with other mailings, but since I do make an important point to increase efficiency, I can see it here again listed separately.

Purchase termination
Registered users can cancel the order process automates a mail with the chosen and alternative products. In addition, should evidence of shipping conditions, or lack Faqs not return right. Orders are often interrupted by reason of uncertainty. Uncertainty about additional shipping costs, payment methods, or uncertainty in the operation play an important role. These uncertainties should be taken exactly in the mail as much as possible.

Birthday Mailing
Automated Geburtsstagsmails with a little bonus for the user is always well received. XING sent as birthday mailings with complimentary premium Schnupperabos. Such actions are usually well received by customers and motivate customers to buy.

Winback Program
Users who no longer could long have logged onto the website an email with the motto: "We miss you" get. Depending on your site and mail the user of this product may

But again, like so everywhere, the whole concept has to be individually appropriate to the company, target group, matched to available resources and product are. So it may be that a monthly newsletter is absolutely sufficient, or even that additional mailings must be included. Moreover, in practice, often used mixed forms.

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Facebook applications are still relevant?

January 23

Facebook is on everyone's lips at the moment yes, however the 3rd party Facebook applications by some, while others still hyped almost predict the imminent death of this.

Facebook applications are basically a great thing and the idea was awesome back then. Meaningful and creative applications are also used nachwievor helpful. In the meantime, however, the open standard is increasingly becoming a hindrance. The fact that almost anyone can create an appropriate application, are making dozens of applications for many purposes, more or less the same thing available. This is precisely the danger. First, it is increasingly difficult new and unique applications to be developed. On the other hand, one must consider now a clear strategy for marketing the application to stand out from the multitude of applications. Because what the best application, if it benefits no one?

Another problem is the scattering by the user dar. many similar programs users are distributed. Currently I have found, for example, about 70 programs on the term "Travel". This means a user who is interested in traveling to maybe 2 - 3 Watch Travel applications and ultimately max. 2, probably only use one. Exactly this effect is in my view, a contradiction to the basic idea of ​​community, sharing information, etc. There are many different mini-dar. platforms created all united together, represent a great tool for users and operators would. Therefore, almost all applications tend for themselves to remain relatively small and thus insignificant.

Does that create a Facebook application make sense?
My opinion is that it may make sense. It should consider very carefully whether any but it may be personally useful for him.
To the following criteria should be given at least in part:

  • Innovative concept, USP
  • More value for the given user must be clear and
  • , Suchtkarakter muss gegeben sein Viral component: recommendation features that must be met Suchtkarakter
  • , Bonus für die ersten 100 Nutzer, etc.) Marketing concept to create (Apply on Facebook, entry in the application directory, bonus for the first 100 users, etc.)
  • Monetization approach, goal definition

Successful Applications

Burger King campaign on Facebook

This application was provided in early January for a major media coverage. Burger King awarded through this application, a voucher to everyone who has deleted 10 friends. Meanwhile, the application was stopped. It is rumored that data breaches have resulted. A few days ago I had already reported on the Burger King campaign .

Burger King on Facebook

Burgr King auf Facebook

Burgr King on Facebook

Travel thoughts

Choose an activity and a destination for a virtual tour to start. Of course it takes, with a few friends.
Travel thoughts on Facebook

Gedankenreise auf Facebook

Travel thoughts on Facebook


Conclusion:
It is always difficult to develop new concepts and related applications. If you manage this, however, it can be a great benefit to be generated from it. Burger King's has shown us. But, if you think you even created an application quickly because it is in the oh-so-innovative Facebook it shall be made, should rather stay away from it.

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Burger King guerrilla campaign on Facebook

January 12

Burger King has launched a new campaign: "Sacrifice 10 friends on Facebook and you get a burger."

This new burger called the "Angry Whopper", which has a regular price of $ 3.69 is being advertised. This may suggest then that a friend on Facebook is worth 37 cents.

Burger King made specifically for this action to develop a Facebook application called "Whopper Sacrifice". On this application must be friends "sacrificed" in order to get the voucher.
The former friends will receive an information that they would be for the voucher recipients less value than a burger.

Crispin Porter + Bogusky, the agency calls its campaign this spring has formed. Creative Director Bob Reilly speaks of a great effort to select and delete 10 friends. He goes from one time expenditure of one hour. During this hour of fast-food fan with the Burger King brand is facing.
Approximately 185,000 Facebook users have already sacrificed so far for a Whopper.

Conclusion:
From my perspective, this is a good idea to successful implementation by, could generate high media attention. However, I see the hour for the deletion of the friends was targeted as much too high. A lot of Facebook users have some "data bodies" in their contact list. For other applications such as must often be recruited as many friends to pose, then grateful victims in exchange for burgers.
But Burger King has made it stand out from the 100enden Facebook applications and to get media coverage, so you can talk to each case of a successful campaign.

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Posted in eMarketing

Newsletter: elegant and collect user data seriously

January 10

As mentioned earlier, the trend toward smaller but very much more focused than earlier releases. This naturally raises the question of how best to receive additional information from the user.

Normally, users will be reluctant to disclose personal data and forms to be long shunned like the plague. For this reason, I've had good experiences with a very strong abstraction and splitting of this process. In plain language this means:

Ask only one question per newsletter.
Identify a single question is unobtrusive and it is for the user to answer quickly and easily. Further questions can be asked in the next few releases.

"One-click model"
The data must be with a click on averages. No one cares to work to fill in long text fields and then click to see more on "Send". Therefore provide better a few possible answers, which can be transmitted with one click.

Graphic design
Visually, this should not be standard 0815 form. A visually beautiful treatment that is not reminiscent of popular, often subconsciously perceived negative forms should have a positive impact on the click rate.

Explanation why this information is necessary
A note like: "Please, help us to get only the information that really interest you." Helps to convey to the user that it is good to him, if he specifies data.

Query-relevant information n
It makes no sense to ask the customer if the shoe size you want to sell beauty products in the newsletter. That would seem only frivolous.

Statistical information useful
Depending on the mail delivery system and data protection regulation in the country where it may be possible to obtain data on the basis of click statistics. So 2 days could release after all the receivers have angeclickt an article on sport once again a special newsletter with sporting goods received.

Using these tips, older customer data will be updated in future mailings and targeted to be shipped. This increases acceptance by the recipient and lowers the cost to the recipient.

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