UNIT 3

EFFECTIVE LANDING PAGES

EFECTIVE LANDING PAGES AND USER
PSYCHOLOGYF
• According to mailchimp, A standalone webpage that potential customers
can “land” on when they click through from an email,ad,or other digital
location. A landing page aims to capture information from contacts in
exchange for something of value,such as a retail offer code or business-to-
business (B2B) insides in the form of a white paper. Landing pages are
different from other webpages in that they don’t live in the evergreen
navigation of a website. They serve a specific purpose in specific movement
of an advertsing campaign to a target audience.
The 2 main types of landing pages Lead generation
landing pages also known as “lead gen” and “lead capture” pages, this type
of landing page focuses on collecting lead data. In other words, it collects
information about your customers.
 USER PSYCHOLOGY
• Here are three psychological principles that will help you make your offer
more persuasive - and turn your landing page into a conversion gold
mine.
Acoording JEREMY SMITH three conversion psychology principles
to test on your landing page (eBook “Landing page optimization for In-
House Marketers”)
• The psychology of pleasure
• The psychology of pain
• The psychology of spending
 What is UI design?
USER INTERFACE (UI) :
• User Interface (UI) Design focuses on anticipating what users might
need to do and ensuring that the interface has elements that are easy
to access, understand, and use of facility those actions. UI brings
together concepts of interaction design, visual design, and information
architecture.
USER EXPERIENCE(UX):
• User Experience design is the process of defining the experience a user
would go through when interacting with a company, its services, and
its products. Design decisions in UX Design aree often driven by
research, data analysis and test result rather than aesthetic
preferences and opinions.
IMPORTANCE OF UI/UX DESIGN
• UX\UI Design plays an essential role in achieving the goals.
• It improves the user experience and customer satisfaction.
• Users having lots of choices and alternatives for the products and /
or services which you are offering.
• UI and UX design help to win the consumers confidence.
• UI and UX designing can make or break the brand recognization.
 UNDERSTAND & CONNECT WITH THE
USER AND BENEFIT FROM SEARCH
If you are business provides what the customer wants, it is far more likely
the customer will give you what you want.
• Initiate
• Communicate
• Educate
• Validate
• Commit
BEHAVIOUR OF PROSPECTIVE
CUSTOMER
• A prospective customer or prospect, is a person or organization interested
in making a purchase, with financial resources required, and the power to
make purchasing decisions.
• PROSPECTIVE BEHAVIOUR: Prospective behaviour is the study of
consumers and process they use to choose, use(consume), and dispose of
products and services, including consumers emotional, mental, and
behavioural responses.
There are four main types of perspective behaviour:
• Complex buying behaviour
• Dissonance-reducing buying behaviour
• Habitual buying behaviour
• Variety seeking behaviour
PERFORMANCE TRACKING
• To appropriately evaluate the success of a marketing campaign that uses a
landing page, you should track and monitor the following eight key landing page
metrices.
1.Landing page views: The first step of managing your campaigns performance is to
establish how many times your landing page has been viewed.
• You can find this data in Google Analytics by navigating to Behaviour> Site
Content > All pages.
• In the All-pages view find the URL for your landing page, and click on it.
• This will open a report that shows several key metrices for your landing page:
page views, unique page views, average time on page, entrances, bounce rate,
percent exit, and page value.
• To find out how many times your landing page has been viewed, look at the page
views metric.
2.Sessions by source:
Knowing where your traffic is coming
from is one of the key accepts landing
page analysis. It helps you understand
what is and isn’t working for your
campaign.

To find out where the traffic to your

landing page is coming in Google
Analytics, navigates
to Behaviour>Site>Content>All Pages. In
the All-Pages view, find the URL for your
landing page, and click on it. Then, add
secondary dimension for source.
This will add another column to your
report showing the source of your
landing page visits, plus additional
metrics let time on page and bounce
rate for each source.
This will add another column to your
report showing the source of your
landing page visits, plus additional
metrics like time on page and bounce
rate for each source.
3.Goal Completions/Conversions: To track conversions on your landing
page, you’ll first need to set up goals in Google Analytics. By connecting a goal to the
thankyou page of your campaign, you will be able to monitor exactly how many
people visited your landing page and took action by completing a form, clicking a
link, or downloading an offer.
4. VISITORS- TO CONTACT RATIO : Before you launch your campaign,
you should establish thee number of contacts you need at the end of your
campaign. Then, measure the number of contacts you are generating over
time(via Google Analytics goals or your CRM ) to see if you’re converting enough
visitors and if you’re on track to reach your goal.

5. AVERAGE TIME ON PAGE : To find the average time on page for your
landing page in google Analytics, navigate to Behaviour > Site Content > All Pages.
In the All- Pages view, find the URL for your landing page, and click on it. Your
average time on page will be displayed in this report.
6.BOUNCE RATE: Bounce rate represents the percentage of people
who leave your site after visiting only one page. If your goal is higher
conversions, you want to ensure your bounce rate stays low.

To find the bounce rate for your landing page in Google Analytics, navigate to
BEHAVIOUR > SITE CONTENT > ALL IMAGES.
In the All – Pages view, find the URL for your landing page, and click on it. Your landing
pages bounce rate will be displayed in this report.
7. Pages Per Session:

• To track pages per session for your landing page in Google Analytics, navigate to
BEHAVIOR> SITE CONTENT> LANDING PAGES. In the landing pages view, find the URL
for your landing page and look for the Pages/Session column to see the average number
of pages visitors viewed when entering your site through your landing page.
8.Top pages by page views:

• To find your top pages by page views in Google Analytics, navigate to BEHAVIOUR
> SITE CONTENT > ALL PAGES.
• By default, the report will list all of your site's pages in order of most-to-least
pageviews, so it’s easy to see how your different landing pages are performing
against each other.
SET CAMPAIGN OBJECTIVES AND GOALS
• In the next section, we’re going to take a look at how to create a data dashboard for
tracking your most important landing page matrices. But first, you need to make sure you
have goals set up for your landing page in Google Analytics.
TO CREATE A GOAL FOR YOUR LANDING PAGE IN GOOGLE ANALYTICS:
➢Click the Admin tab in Google Analytics left navigation menu.
➢ Click in the admin menu, and select Goals under the View column.
➢Click the + NEW GOAL button.
➢Select the Template radio button, and click the Continue button.
➢Give your new goal a name, select the Destination radio button, and click Continue.
➢The next screen will ask you to add the URL of the destination that should be considered
a goal completion. Most likely, this will be the URL of the thank-you page for your landing
page.
➢If you want to add a monetary value to each goal completion, toggle on the Value field
and add dollar amount (optional).
➢Finally, click Save to save your goal and start tracking your landing page conversions.
DEFINE PERFORMANCE METRICES
• Performance metrices are defined as figures and data representative
of an organizations actions, abilities, and overall quality.
According to Matthew Umbro:
1) TOTAL CONVERSION VALUE
2) CONVERSION RATE
3) CLICK-THROUGH RATE (CTR)
MONITOR PPC ACTIVITY WITH GOOGLE ANALYTICS
❑If you aren’t measuring your PPC in Google Analytics, you’re leaving money
on the table. Combining your PPC powers with the additional
measurement tools in Google Analytics leads to smarter goal tracking,
sharper pictures of the people behind your conversions, and better insight
into the full value of the campaigns.
❑CAMPAIGN PERFORMANCE: Track your campaign performance with a
breakdown of each of your campaigns with its Link Click, Conversion,
Conversion Value, Amount Spend, CPC, etc.
❑CHANNEL PERFORMANCE: Your channel performance will give you a
breakdown of each of your channels (direct, organic, referral, etc.) with
their number of sessions, conversion rate, transactions, revenues, etc.
❑LANDING PAGE PERFORMANCE: Make sure you know which landing
pages are performing best, with a list of your top landing pages per
sessions.
SEM MANAGEMENT
✓KEYWORDS
✓CONCORDANCE
✓TEXT AD
✓AD GROUP
✓CAMPAIGN
✓LANDING PAGE
✓SEARCH NETWORK
✓IMPRESSIONS
✓CLICKS
✓CTR
✓CPC
✓QUALITY SCORE
REMARKETING: Remarketing, also known as retargeting is a very common and
popular form of digital marketing in which marketers serve ads to users who have
visited their website, or a specific webpage, and who have or have not taken a
specific action. Its an effective way to target people who had already shown some
interest in your business or brand.

BENEFITS OF REMARKETING:
oCapitalize on lost website traffic.
oTarget audiences who are more likely to convert.
oAffordable marketing tactic are available on a range of platforms and
channels.
oSuitable for every industry and vertical.
oFor e-commerce - dynamic retargeting enables marketers to serve
personalized ads for different users based on products or services
they viewed on your website.
MOBILE ADVERTISING: It is a form of advertising via mobile phones
or other mobile devices. It is a subset of mobile marketing, mobile
advertising can take place as text ads via SMS, or banner advertisements
that appear embedded in a mobile website.
Here Are Some Sure-fire Ways To Build Great Mobile
Landing Pages
❖Be concise in your written copy.
❖Nail the content above the fold.
❖Keep your design super simple.
❖Make use of sticky bars.
❖Try shorter (and sweeter) copy.
❖Consider adding a click-to-call button.
❖Be sure everything loads lightning- fast.
DISPLAY & VIDEO FORMATS
• 3GPP( 3rd Generation Partnership Project) is a globally standardized
communication system between 3rd generation GSM- based mobile phones
and is the primary format for cellphone video. This is the format in which
your cellphone will save video. Most Procumer editing systems will output
3GPP files. There also many formats conversion programs and plug-ins on
the market available as freeware and shareware.In reality, 3GPP is a variety
MPEG-4(Part 12), but is often classified separetly from the other MPEG-4
formats.
• MPEG-4: MPEG-4 (Motion Picture Experts Group ) is a very popular and
universal format for video and comes in several flavors, classified as
parts.For example, Part-2 includes Window Media Video (.wmv),DivX, Xvid,
3ivx Quick Time 6, and Nero Digital. Part 10 is the H.264 or AVC standard
and includes quick time 7. Virtually any video device will play MPEG-4
video.
RTSP: RTSP (Real Time Streaming Protocol ) is a protocol used to establish and
control streaming media sessions. Although it starts and controls the data
stream, RTSP doesn’t handle the actual transmission of stream. That task is
usually accomplished with RTP (Real Time Transport Protocol), although some
vendors use proprietary transport protocols. The RTSP protocol is used by many
players including quick time, real player, skype, VLC media player, and windows
media player.
Flash lite: Flash lite is a highly optimized version of flash intended for
mobile phones and portable devices. Flash lite supports the H.264 standard
and, of course, supports FLV, which is used by most popular video sharing
sites.
Mobi clip: This codec, developed by Actimagine is based on its work with
mobile gaming consoles and optimizes response to the battery life and video
quality requirements of mobile platforms. It is used to deliver video on
memory cards for mobile phones. Mobi clip files can be downloaded or
streamed over a telecom network.
OPTIMIZE THE DISPLAY NETWORK CAMPAIGNS

➢DISPLAY ADS TARGETING

➢DEMOGRAPHIC TARGETING
➢BIDDING STARATEGY
➢QUALITY KEYWORDS
➢OPTIMIZING IMAGES AND AD COPY
➢AD PLACEMENT
➢AD FORMAT
➢A/b testing
TRACK & MEASURE VIEWS THROUGH
CONVERSIONS