Ever since I started working on conversion optimization last January 2010, I knew I found my new love. An increase of 20% in conversions after 2 months of optimizing message to landing page to registration flow, is a great figure to present to your boss.
For those who are not familiar yet with conversion optimization or conversion rate optimization (CRO), I would recommend reading one of my conversion superheroes, Bryan Eisenberg’s Blog.
An essential element of CRO is the landing page. It’s the customers’ entry point into your business and it’s your marketing pitch for them to purchase, register or whatever conversion you would like them to do.
I have been examining and evaluating landing pages for my clients’ projects and I have found that landing page holy grail at SEOMoz.Org. It’s neat, complete, and functional.
I would have written a top 10 strategy post for landing page structure but I think this demonstration will point out the important elements in landing page optimization.
Don’t take my word for it, let me who show you 7 reasons why SEOMoz has the perfect landing page:
1. Value Proposition (Enough Said!) – According to Bryan Eisenberg, there is one secret of top converting websites that is so simple, so obvious, yet so many people forget to use – Value Proposition. Tell your customers why they should buy your products, why they should choose you instead of your competitors.
What makes you stand out? What makes you better than the competitors? Answer that and deliver that message in a few seconds!For SEOMoz, there’s nothing simpler than “Get Started with SEOMoz Pro, risk free, now.” Apart from the brand that they have, they also give you that money back guarantee. Sweet! Right?
2. Comprehensive Product Description – God knows how many times I and you have landed on a page and you keep asking what are they selling? What are they offiering? And most importantly HOW MUCH??!!!! Believe you me, once those questions are not answered, it’ll piss your customers away and move on to your competitor.
SEOMoz’s PRO, PRO Elite, and Pro Premier packages are the great examples of proper and effective product descriptions. The price is there upfront and the list of what you will get with each package. There are no technical knowledge needed for a customer to understand these products. You know exactly what you will be getting. I would also commend SEOMoz for giving the customers the choice to go for a special offer and the normal package. Most users love the opt in option rather than opting out.
3. Site Secured – Ah yes the seal of security from Verisign. It gives us that sense of security that our transactions and personal data are secured. Whatever software you choose, be it eTrust or Verisign, a trust / security seal will always be a plus most especially for your paying customers.
4. Call To Action – Smashing Magazine has a list of their call to action best practices. But what I love about SEOMoz’s call to action is that they’re somewhat whispering: “It’s okay, click that button now!” “No minimum term. Cancel anytime.” gives customers that extra push to convert without the fear of getting stuck with unwanted subscriptions later on.
And the best part is all the important elements are within the first fold. No need to scroll further down to get the primary action done!
However not every customer will be convinced on these elements.
Some of them may need a little bit more assurance. Well this SEOMoz landing page did not fall short on that part either.
5. Crystal Clear Benefits – It’s textbook marketing, tell your customers how they can benefit your products and more. But not everybody does it effectively without technical jargons. What I love in their landing page is that SEOMoz has taken their time in explaining carefully their tools and their community support. It gives their customers that sense of value for their products.
6. Valuable Testimonials – If you have people like Lauren Vaccarello of Sales Force and Chris Winfield of BlueGlass endorsing your product, you can never go wrong. It’s not only the quantity of satisfied customers you have but also the quality and relevance of these customers to your business. Their testimonials are from the big names within the online media industry, who are also the major group of customers for SEOMoz’s products.
7. Pleasant Reminder – This is the part I love the most. On the 3rd fold, you again see the product description with the call to action to ensure that customers will not miss what they ought to do in this page.
There you have it – 7 giant reasons why SEOMoz rocks in their landing page optimization. I think it’s also worthwhile mentioning that this page was a product of a landing page contest that SEOMoz conducted back in 2007 and the winner, Paul Robb of CredibleCopy.Org was the creator of this genius entry.
If you have found your own perfect landing page, please share them on the comments section and maybe we’ll feature them next time on SaktoSEO!
Why SEOMoz has the Perfect Landing Page is a post from: Small Business SEO Tips – SaktoSEO