RSS

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 makes it 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

No Comments

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.

No Comments

Posted in e-commerce , e-marketing

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.

6 Comments

Posted in eCommerce , eMarketing

Increase sales through improved ordering processes

Mar 25

Website. The ordering process is the most important part of any eCommerce site. For this reason, it makes sense to address this issue more intensely, for each optimization can increase conversion rates and lead to higher turnover.

Seek and ye shall find ... or not
The user should order the goods will be made ​​as simple as possible. This begins with the fact that the most important elements for a purchase be made ​​clear.

The ordering process begins with the "Add to Cart" button beside the relevant product. Therefore should be employed on the product page that the button is placed well visible.

Therefore:

  • The button must have a unique caption that encourages the user to click.
  • The button should be graphically designed and conspicuously placed near the top in the visible area of ​​the site immediately.
  • Additionally, the actual cart are clearly marked. For the user must be clear what happens after you add a product to your basket. Questions as: Where has landed the product? Where is the cart? How can I proceed with the order? must be answered already in the run-through concept, design, and labels.

Visualize a beautiful example of it added to the cart, for example, the Tyrol advertise your brochure order chosen. By the order button a javascript animation flies towards the basket. Thus the user is immediately clear where the selected products can be found. In addition, brochures already chosen are marked by a gray button.

Tirol Werbung - Visualisierung des Bestellvorgangs

Tirol Werbung - visualization of the ordering process

Logically, that the above-mentioned points for the checkout button, so the "Checkout" button in the cart is exactly the same. This could cause even the addition ("You can cancel the order, at any time") as a positive impact. Since, however, vary according to target group and design, I can recommend here to perform more accurate tests. Based on the results you can then decide whether the additional well is necessary or not.

An online store is no supermarket
Although in supermarkets, the sale of candy, etc. at the cash register does not work very well for online shops. In the online shop, we have unfortunately not the advantage that each buyer at the cash register must pass. On the website it is much easier to cancel the purchase, but a simple click is enough on the red X at the right top of the browser, on banners or other links. Precisely for this reason should be avoided all distractions in the ordering process. - Schnack ” kann auf der Website betrieben werden, allerdings nur bis max. That is, cross selling, product placement and similar "bells - and whistles" can be operated on the site, but only up to max. add to cart. Once the customer has decided to purchase and begin the ordering process should be avoided all distractions.

Very beautiful is the industry leader released from the Amazon. Once you click on the button "Checkout" Just surf, a page is opened, which is only for the purchase of necessary information. Without using the Back button of your browser it is no longer possible to return to the previous page.

Konzentration auf das Wesentliche bei Amazon

Focusing on the essentials at Amazon

Trust and transparency are important
Confidence-building measures can help inhibitions about an online order of time. For this one could now safely write to each point a separate post. Maybe I'll do it once, but there is much self-explanatory, I will now leave it at a list of some points, with no claim to completeness.

  • eCommerce certification
  • Privacy Policy place on the Website
  • Additional costs such as shipping fees, transparent and identify as early as possible in the ordering process
  • Possibilities of exchange and return state
  • Payment of target countries to adapt. If only credit card offers, this can present an obstacle.
  • Integration of descriptive help text
  • Note on a service hotline
  • Unique representation of the individual steps in the ordering process.

Testing, Testing, Testing
In addition, ongoing testing of important details and also extremely interesting. sehr viel bewirken. In order processes can often little things like the color and positioning of an order button, make a huge difference. To be sure whether a development is an improvement but really it makes sense abzutesten something, for example with Google Website Optimizer.
Moreover, one can quite naturally be inspired by leaders in the industry, because here one can assume that very many usability tests were conducted. But, even then ... test, test, test ... there are no easy recipes do not work and it must be the same. Age, origin and affinity of the target computer can greatly affect the performance of individual details more distinct details.

4 Comments

Posted in eCommerce

Google Analytics Custom Reports

Mar 19

For all those who have special requirements for statistics in Google Analytics, there are the possibility to create custom reports. Through these reports, for example, the individually most important KPIs (key performance indicators) are presented in a clear, subsequently, you can can also automatically send the reports via email. This will let a lot of time saving, especially when one considers customers, supervisors, etc. must provide a regular reporting. Depending on the target can thus be reconstructed currently available in Google Analytics reports and extended with additional values ​​or simplified and reduced to a minimum.

Such reports can be easily set up under the menu item "Custom Reporting" in Google Analytics. Drag and drop the required report may be compiled. There are the following fillable fields:

Measured data (blue)
The measured data are the values ​​that are later shown as columns in the report.

Dimensions (green)
Given the dimensions, it is a value that will be shown later in the rows. By sub-dimensions it is possible to nest these values. In the subsequent report will be called when a value click on the same table with a changed line content.

Tabs (gray)
About tabs can combine multiple reports, similar to individual tables in Excel.

In addition, there is a Google term definition of all available statistical values, this can can be very helpful. Because who knows right away the difference between take-offs and exits.

So much for the relatively straightforward theory is interesting but the whole thing now in practical use. In addition I have compiled some potentially useful reports.

Landing Page Performance
This is a report in which the performance of different landing pages can be compared. By inserting the exit side as a base for click on the entry page name and the exit side is visible.

Bericht: Landingpage Performance

Report: Landing Page Performance

Adwords Campaign Reporting
In this report, I have figures for Adwords campaigns together. You can click here beautiful display of the group about the campaign, the campaign content campaign by position.

Bericht: Adwords Kampagnen Report

Report: Adwords Report

Quality of visitors to referrer
The last example is a slightly reamed version of referrer statistics. Here are some interesting values ​​are given in addition.

Bericht: Refererqualität

Report: Referrerqualität

They were now only a few examples as an inspiration and as always, applies here, that you can not customize to their own needs. Without eCommerce Tracking makes it to have little sense to spend, for example sales, etc. But when I'm always on the lookout for useful evaluations ... feel free and leave a comment with your favorite reports. Glad about comments and suggestions.

1 Comment

Posted in Web Analytics

Blog of the week's magazine t3n

Mar 16

Usually try to stay in the blog so more objectively, today to celebrate the day but I must point out in their own right on the blog the week of t3n magazine. Said magazine has named my blog this week, namely on your site to the blog of the week. Thanks to the guys and this Mädls (if it because there should be any) from the T3N Magazine. On this occasion, a brief interview was published. For all who are interested, post here said to be found .
The closest real contribution to the subject "Google Analytics Custom Reports' then there's Thursday.

2 Comments

Posted in This & That

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.

1 Comment

Posted in eMarketing

  3. 1
  4. 2
  5. 3
  6. 4
  7. 5
  8. 6
  9. 7