Landing Pages and the Step Across
Who this book is for
Người làm marketing ở Việt Nam, trong doanh nghiệp hoặc ở agency, từ người làm một mình cho công ty nhỏ tới người dẫn một đội năm bảy người. Người đọc là NGƯỜI LÀM NGHỀ, không phải chủ doanh nghiệp: họ chịu trách nhiệm về kết quả nhưng thường không giữ ngân sách.
Sound familiar?
- Traffic rises while enquiries don't.
- The landing page says what the boss wants said, not what the reader is asking.
- The form has eight fields because sales wanted full information.
- Doesn't know at which point on the page people leave.
After reading, you can
Help a marketer convert existing traffic instead of buying more.
Each chapter answers one question
Chapter 1: Is the whole page bad, or just one step?
Out of a hundred people who land on the page, how many reach the final step?
Conversion rate is a chain of steps, and only one step is breaking it.
Chapter 2: In five seconds, do visitors see a reason to stay?
In the first five seconds, what do visitors understand?
Readers decide to stay or leave before they reach the second paragraph.
Chapter 3: Is one more form field worth losing a lead?
How many fields does my form have, and which are actually used?
Every extra field is a reason to leave, and most of those fields are never used.
Chapter 4: Am I asking for too much, too soon?
How big is the action I am asking readers to take?
Asking too much too early is the most common reason interested people do not act.
Chapter 5: The new page works better, but why?
Which one thing am I testing this week?
Change the whole page and see an improvement, and you have a result but no lesson.