At Affiliate World Europe 2019, Philipp Schoeffmann sits down with Oliver Kenyon, who shares some of his top landing page best practices for getting your pages to convert. Watch Oliver’s full AWE19 presentation here.

This post, “Oliver Kenyon’s Top Three Landing Page Best Practices” was first seen on the official AWC Facebook page

AWeurope Interview with Oliver Kenyon, Co-founder of Landing Page Guys

Oliver’s AWE19 Presentation On Landing Page Best Practices

Phil:
🎙️ Welcome internet! We are here at Affiliate World Europe 2019 and I’m here with Oliver Kenyon, Landing Page Guys. You’ve just been on stage, I’ve heard it was amazing. Thank you so much for presenting!
Oliver:
Of course! It’s an honour.
Phil:
🎙️ So for those who were not present here, let’s recap what you talked about. I think it was 10 tips on how to optimise your funnel after people actually hit your landing page, right? Your landing page best practices?
Oliver:
It’s basically optimising 10 conversion tips for pages when people, like you say, click through from the app to your funnel, to your store, to your product page, whatever. How you can get bigger and better conversion rates out of those landing pages.
Phil:
🎙️ Landing page best practices are so important. They are really crucial. Of course a lot of people focus on what’s happening on the front end, right?
Oliver:
That’s my point and that’s what I was saying too before. A lot of these talks are great but they’re all about traffic, they’re about scaling, they’re about where did you run this offer. Most people tend to forget about actually when they click through to the landing page, you can make massive changes and really uplift conversion rates which you know, yes it’s great to scale but you can get those wins somewhere else.

Top Three Landing Page Best Practices: Emojis, Buttons, And Sight-Speed Optimisation

Phil:
🎙️ That’s very good. So let’s share the top three landing page best practices that everybody should get to right away.
Oliver:
I’m going to give you two that are very new, that we’ve seen really, really increase people’s conversion rates recently. One, would you believe is putting emojis on buttons. So this is the generation we live in, is that everyone relates with an emoji.

So you know your call-to-action button? Adding an emoji on the end of the text on the button will increase your clickthrough rates.

Phil:
🎙️ So it’s like, click here, smile. Or learn more, party hat.
Oliver:
So the number one? Pointing finger. Add to cart with a pointing finger does really well. If you’re doing trials, rush my trial with a clock, does really well. These kind of things. Book an appointment with a calendar emoji. It’s silly but it works. That’s number one from my landing page best practices. Number two —
Phil:
🎙️ I’ve got to share that with my team.
Oliver:
Yeah, please do. Number two from my landing page practices is on mobile, so when you drive mobile traffic, fix a call-to-action button – so at the bottom of the screen at all times. So when you’re scrolling, don’t give them an excuse to go looking for that button. Always have it pinned to the bottom. Don’t make it too big because there’s not much real estate on mobile, but fixing a button to the bottom of your screen on mobile will increase your click through rates as well.
Phil:
🎙️ So fixing a button and having an emoji on it.
Oliver:
Yes, exactly.
Phil:
🎙️ Got it. Okay.
Oliver:
Number three from my landing page best practices, one that everyone’s kind of heard of but a lot of people don’t do is sight-speed optimisation. So making sure your pages load as quick as they can. How do you do it? You go to GTmetrics.com or you go to Google Sight Speedtest, you put in your URL of your page, it spits out how you can improve the time. You send that to your developer or you hire me and yeah, you’ll see amazing results. There’s a stat that says for every one second decrease in load time on your landing page, you’ll see between a 3 and 10% increase in conversions.
Phil:
🎙️ That’s amazing.
Oliver:
So for every one second it loads quicker, bang. That’s the top three landing page best practices I can share.

Landing Page Best Practices: KISS and AIDA

Phil:
🎙️ You have to give me more. Two more.
Oliver:
Yeah, two more landing page best practices, okay. So two more would be, “Keep It Simple, Stupid” so I’m sure you’ve heard of KISS, but not many people practice it. So they’ll try and overdo things. They’ll try and have every app under the sun. They’ll try and have bundles and different price points on your page. Strip it all out, focus on load speed, focus on one offer, focus on one product, click to cart, we can upsell them. We can do loads of stuff once we’ve got that purchase but that first purchase, we need to keep it simple, stupid.

Second one, another one is the AIDA principle. So if anyone hasn’t heard of the AIDA principle, just Google it, I’m not going to do it justice on this video but it stands for Attention-Interest-Desire-Action and basically that’s the format your page should fill, whether it’s an advertorial, whether it’s lead gen, whether it’s ecom, whether it’s a presale, whatever page, it should always flow in the AIDA principle.

So above the fold should be the attention, we need to get their attention. We then peak their interest. How do we do that? Well, we show them how easy it is to use this offer, this product, whatever. Then it’s desire, which is crucial, which is case studies, testimonials, social proof, and then it’s action. What is that one “keep it simple, stupid” clear action to buy your product.

Phil:
🎙️ You have a CTA on several pages?
Oliver:
Yes, absolutely.
Phil:
🎙️ That are moving?
Oliver:
Yeah, on mobile, fixed.

Landing Page Best Practices: Add Videos

Phil:
🎙️ Okay, alright. Cool. So do you work a lot with video nowadays? Because it has been a trend for a while, but I see specifically on landing pages that are supposed to load fast, it’s an issue.
Oliver:
Right, so what we tend to do, our typical format above the fold if people want video, is there’ll be a call-to-action. “Rush my trial” or “Buy now” with an emoji and then next to it will be a flip the button. So flip the colours. So let’s say you have a green button with a white border, have a white button with a green border and that one will say “Watch video” and then you’ll have that in a modal so that it loads externally.

So you’re not loading it on your landing page, you’re loading an external file modal or something else. It’s very hard, like you say, to optimise your landing page speed while you’re loading videos on your landing page, but you need to look into third-party apps that will increase your load speed for hosting videos. And stick to a minimum of one to two. Especially when you’re doing paid traffic. So thats another one of my landing page best practices.

Phil:
🎙️ Alright, so you mentioned testimonials right? Tell us more about testimonials. How you work with those, how important they are, and so forth, cause I figure for many companies who run online sales, they do have happy customers but I feel they don’t reach out to them enough and don’t use those voices well enough. How do you work with testimonials?
Oliver:
So as another one of my landing page best practices, let’s touch on testimonials further. So it’s like you said, it’s 100% crucial. It goes into social proof, trust proof. If anyone watching this video now doesn’t have a testimonial above the fold on their lead gen page, presale, whatever, they’re losing money. So 100%, you need them. Following back to the AIDA principle, you need that desire section, which has testimonials. How do you go about getting those testimonials, well we always say to our clients, offer something for free – people don’t do something for nothing, sorry, so offer something to them.

Email out to your current client list and say, look we’ll send you a free product, we’ll send you a thank you, we’ll send you a bottle of wine, we’ll send you whatever, if you just give us a raw and unique testimonial. The other thing with testimonials is stay away from stock. So you don’t want a stock photo. You don’t actually want an incredible testimonial if there’s a negative thing in there, it’s actually quite good. Flip it to the positive.

Phil:
🎙️ It’s like a 5-star rating with 10 reviews.
Oliver:
So yeah, if it’s in the same testimonial. So if this person is raving about your product but they say, I didn’t really like this, but this made up for it – it seems more real. It seems more authentic, you can associate with it, so yeah, I would suggest people just email out their current client base, give something away. What’s ten bottles of champagne going to cost you? I don’t know, $100? But it’s going to be worth way more in your testimonials.
Phil:
🎙️ Alright, so these tips on landing page best practices were amazing. So if you’re not optimising the pages and the funnel after that, you really should do that. You work for Landing Page Guys, you’re the founder?
Oliver:
Yes.
Phil:
🎙️ How could you help people who cannot do that in-house and would like to have somebody to do it for them?
Oliver:
You can just find us at LandingPageGuys.com, we’d be happy to help anyone. I’d also suggest coming to the show because it’s great to network and meet people and people like us are here, so after the talk you can go and talk to people like myself and my sales team and our guys and we’re often at these shows. You hear people talk and then they’re happy to help afterwards, whereas if you actually hit them out of the blue and you wanted to pay them for consulting, you might have to pay in the thousands. So it’s great to be at shows like this, but if anyone wants to get in touch, LandingPageGuys.com, we’d be happy to help.
Phil:
🎙️ Alright, fantastic.