Comments on: Landing Pages & the Value of First Impressions http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/ Marketing blog focused on marketing optimization, improving website conversion rates, search engine marketing, web analytics, word of mouth, etc. Sun, 08 Nov 2009 02:49:30 -0600 http://wordpress.org/?v=2.8.5 hourly 1 By: Discount Coupons http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-1199607 Discount Coupons Sun, 11 Oct 2009 10:20:59 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-1199607 Hi Melissa Burdon, This is an Great Article. Very useful information. Thanks for pointing that out. Hi Melissa Burdon,

This is an Great Article. Very useful information.

Thanks for pointing that out.

]]> By: Mike http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-1172131 Mike Fri, 12 Jun 2009 01:49:13 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-1172131 I have to write the landingpage everyday for my company, because it is growing at a rapid speed!Boring! I have to write the landingpage everyday for my company, because it is growing at a rapid speed!Boring!

]]> By: websense » Blog Archive » Creating a Great Landing Page http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-1156824 websense » Blog Archive » Creating a Great Landing Page Sat, 04 Apr 2009 02:58:07 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-1156824 [...] If you are unfamiliar with what your unique selling proposition, or value proposition is, an article by Melissa Burton can give you some pointers. A landing page is essentially any page that appears in the SERP for a [...] [...] If you are unfamiliar with what your unique selling proposition, or value proposition is, an article by Melissa Burton can give you some pointers. A landing page is essentially any page that appears in the SERP for a [...]

]]> By: Writing and defining a Unique Value Proposition (UVP) for your business | Josh Baker - Marketing Optimization http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-1102181 Writing and defining a Unique Value Proposition (UVP) for your business | Josh Baker - Marketing Optimization Sun, 02 Nov 2008 13:21:55 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-1102181 [...] website and test the most effective way to present it. According to FutureNow/GrokDotCom’s Landing Pages & the Value of First Impressions blog post, “The UVP is your site’s first chance to begin a dialogue with its [...] [...] website and test the most effective way to present it. According to FutureNow/GrokDotCom’s Landing Pages & the Value of First Impressions blog post, “The UVP is your site’s first chance to begin a dialogue with its [...]

]]> By: Unlocking Key Performance Indictors: Bounce Rate http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-275337 Unlocking Key Performance Indictors: Bounce Rate Thu, 25 Oct 2007 14:18:00 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-275337 [...] your unique value. Do you have a unique value proposition? Is it present across the site and particularly on your landing [...] [...] your unique value. Do you have a unique value proposition? Is it present across the site and particularly on your landing [...]

]]> By: Zafu.com: The Bra Scientist - Viral Video Analysis http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-168288 Zafu.com: The Bra Scientist - Viral Video Analysis Fri, 31 Aug 2007 19:18:12 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-168288 [...] a better job of explaining the scientific fitting and how that is actually the brand's Unique Value Proposition. "The perfect bra in 3 minutes" is a nice final tag-line, but inserting information [...] [...] a better job of explaining the scientific fitting and how that is actually the brand's Unique Value Proposition. "The perfect bra in 3 minutes" is a nice final tag-line, but inserting information [...]

]]> By: WebAnalysts Conversion Challenge — Part 2 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-136076 WebAnalysts Conversion Challenge — Part 2 Tue, 07 Aug 2007 22:03:29 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-136076 [...] look and feel — which evokes Windows 95 far more than it does an airline — the site lacks a Unique Value Proposition. Nowhere does it concisely explain what it is they do, or why they should bother flying with [...] [...] look and feel — which evokes Windows 95 far more than it does an airline — the site lacks a Unique Value Proposition. Nowhere does it concisely explain what it is they do, or why they should bother flying with [...]

]]> By: Marketers, Copywriters: Win $1,000 + Seminar Guestlist http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-109123 Marketers, Copywriters: Win $1,000 + Seminar Guestlist Tue, 17 Jul 2007 20:18:01 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-109123 [...] get a head-start on the competition, here are some of our favorite landing page & testing resources.  Good luck! Technorati Tags: AB [...] [...] get a head-start on the competition, here are some of our favorite landing page & testing resources.  Good luck! Technorati Tags: AB [...]

]]> By: The Crazy, Messed-Up World of eCommerce http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-72092 The Crazy, Messed-Up World of eCommerce Wed, 13 Jun 2007 14:36:41 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-72092 [...] skits remind us of Melissa's post on the value of first impressions.  Funny/sad stuff, ain't it? No wonder conversion rates stink!) Technorati Tags: Amazon, [...] [...] skits remind us of Melissa's post on the value of first impressions.  Funny/sad stuff, ain't it? No wonder conversion rates stink!) Technorati Tags: Amazon, [...]

]]> By: How to Beat the Customer Service Robots http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-52373 How to Beat the Customer Service Robots Wed, 16 May 2007 02:49:15 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-52373 [...] about a solid Unique Value Proposition: Stop Talking to Machines and Talk to a Real Human. Tired of dialing 1-800 numbers and not being [...] [...] about a solid Unique Value Proposition: Stop Talking to Machines and Talk to a Real Human. Tired of dialing 1-800 numbers and not being [...]

]]> By: Robert Gorell http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-32418 Robert Gorell Thu, 12 Apr 2007 09:10:03 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-32418 Dear Proper Fitness: We're sorry if you took offense to our critique of your site. It's certainly understandable. Please know, however, that this blog post is meant only as a critique--and was not at all intended to be mean-spirited. The same goes for all blog and newsletter posts where we critique other websites. In fact, that's exactly what Detoxologie hired us to do for them. Since implementing our recommendations to their site (within the last few months), they've seen a <strong>650% increase in sales</strong>. Likewise, it's our sincere hope that you can profit from our advice here. By saying that there's something missing in terms of customer focus on your site, we're certainly not suggesting it's something you've done intentionally. Rather, we hope to point out that the same key information we see as lacking from your site as it is today is also a problem on countless other e-commerce sites. Thank you for reaching out. -GrokDotCom Blog Editor Dear Proper Fitness:

We’re sorry if you took offense to our critique of your site. It’s certainly understandable. Please know, however, that this blog post is meant only as a critique–and was not at all intended to be mean-spirited.

The same goes for all blog and newsletter posts where we critique other websites. In fact, that’s exactly what Detoxologie hired us to do for them. Since implementing our recommendations to their site (within the last few months), they’ve seen a 650% increase in sales.

Likewise, it’s our sincere hope that you can profit from our advice here. By saying that there’s something missing in terms of customer focus on your site, we’re certainly not suggesting it’s something you’ve done intentionally. Rather, we hope to point out that the same key information we see as lacking from your site as it is today is also a problem on countless other e-commerce sites.

Thank you for reaching out.

-GrokDotCom Blog Editor

]]> By: Proper Fitness http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-32407 Proper Fitness Thu, 12 Apr 2007 08:19:46 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-32407 You don't see our company publishing negative articles about your website on our site. Why do you wish to write negative stuff about our company and our website? You don’t see our company publishing negative articles about your website on our site. Why do you wish to write negative stuff about our company and our website?

]]> By: Ross Kilburn http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-9258 Ross Kilburn Tue, 13 Mar 2007 12:07:26 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-9258 I think the recommendation for the UVP next to the logo on every page is worth its weight in gold. Especially for the PPC landing pages. Thanks! Ross Kilburn I think the recommendation for the UVP next to the logo on every page is worth its weight in gold. Especially for the PPC landing pages. Thanks!

Ross Kilburn

]]> By: David L http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-8173 David L Mon, 12 Mar 2007 02:51:28 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-8173 Thanks for the good artcile. My company has always had hard time holding back with the SALE on it site. It hard to make a conversion when we only aim our content at the converted. Some other sources on this topic: There is a good chapter on first impressions in Seth Godin's book "All Marketers Are Liars". He talks about the value of telling stories that connect with the people who read them. He also draws a distinction between first impressions and first views - how many times does someone have to see my company's site before it actually makes an impression (ask the old owl). I also just read an article in the March 2007, EContent "The Opiate of Content -Search" where the problem of paid search linking people to poor content is said to result in a vicious circle of repurchasing the same 'eyeballs' due to the lack of a first impression. Thanks for the good artcile. My company has always had hard time holding back with the SALE on it site. It hard to make a conversion when we only aim our content at the converted.

Some other sources on this topic:
There is a good chapter on first impressions in Seth Godin’s book “All Marketers Are Liars”. He talks about the value of telling stories that connect with the people who read them.

He also draws a distinction between first impressions and first views – how many times does someone have to see my company’s site before it actually makes an impression (ask the old owl).

I also just read an article in the March 2007, EContent “The Opiate of Content -Search” where the problem of paid search linking people to poor content is said to result in a vicious circle of repurchasing the same ‘eyeballs’ due to the lack of a first impression.

]]> By: Tim Leighton-Boyce http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-8005 Tim Leighton-Boyce Sun, 11 Mar 2007 22:04:50 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-8005 Brilliant description of the real life scenario, Melissa. Made even the more painful because I recognise that we're STILL doing some of this. Thank you. Brilliant description of the real life scenario, Melissa. Made even the more painful because I recognise that we’re STILL doing some of this.

Thank you.

]]> By: Robert Gorell http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-6909 Robert Gorell Fri, 09 Mar 2007 08:43:51 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-6909 KD, Thanks for pointing that out. We're not immune to our own medicine. UVP was spelled-out before, but the acronym wasn't made clear. Anyway, enough with the excuses; good catch! (Our apologies to RSS* readers for the edit/appearance-of-multiple-posts.) *RSS = <a href="http://en.wikipedia.org/wiki/RSS_(file_format)" rel="nofollow">Really Simple Syndication</a> ;) KD,

Thanks for pointing that out. We’re not immune to our own medicine. UVP was spelled-out before, but the acronym wasn’t made clear. Anyway, enough with the excuses; good catch!

(Our apologies to RSS* readers for the edit/appearance-of-multiple-posts.)

*RSS = Really Simple Syndication ;)

]]> By: KD http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-6890 KD Fri, 09 Mar 2007 07:23:30 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-6890 Hey, great article. Very useful couple of example sites to prove your point. However, you fail in one regard (and I'm surprised you did it): you jumped to using acronyms that only an expert in your field could remember the meaning of. Please, please, please, please, everyone, quit relying on acronyms unless they've actually become part of Webster's dictionary. Just don't do it. It's laziness on the writer's part not to spell it out. I've seen this so many times in books. They think that since they introduced the full terms in the introduction they can use acronyms freely throughout the rest of the book (causing me and countless others to constantly look back to the intro to remember what UVP and PPC means--if I even knew to look in the intro). There are many "accidental" marketers among us that are trying to make our websites more meaningful, relevant and understandable for our audience who do not know any of the acronyms of the trade. Okay, end rant! Still it was a great article and I got plenty of value from it! Hey, great article. Very useful couple of example sites to prove your point. However, you fail in one regard (and I’m surprised you did it): you jumped to using acronyms that only an expert in your field could remember the meaning of. Please, please, please, please, everyone, quit relying on acronyms unless they’ve actually become part of Webster’s dictionary. Just don’t do it. It’s laziness on the writer’s part not to spell it out. I’ve seen this so many times in books. They think that since they introduced the full terms in the introduction they can use acronyms freely throughout the rest of the book (causing me and countless others to constantly look back to the intro to remember what UVP and PPC means–if I even knew to look in the intro). There are many “accidental” marketers among us that are trying to make our websites more meaningful, relevant and understandable for our audience who do not know any of the acronyms of the trade.

Okay, end rant! Still it was a great article and I got plenty of value from it!

]]> By: Friday Tea Time - 3/9/07 » TheMadHat http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-6881 Friday Tea Time - 3/9/07 » TheMadHat Fri, 09 Mar 2007 06:13:14 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-6881 [...] * I’ve been on a conversion kick lately. The smart guys at Future Now discuss landing pages and first impressions with a dose of humor thrown in. The first section certainly made me chuckle. They also pointed me to nobody actually reads what you’ve written from The Wizard of Ads, a good blog I just found. [...] [...] * I’ve been on a conversion kick lately. The smart guys at Future Now discuss landing pages and first impressions with a dose of humor thrown in. The first section certainly made me chuckle. They also pointed me to nobody actually reads what you’ve written from The Wizard of Ads, a good blog I just found. [...]

]]> By: Juan Veiga http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-6362 Juan Veiga Thu, 08 Mar 2007 09:40:21 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-6362 Marj, Here's a good resourse/article for designing web pages... JV Marj,

Here’s a good resourse/article for designing web pages…

JV

]]> By: Link round-up (3/8/07) « The Field of Action http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/comment-page-1/#comment-6340 Link round-up (3/8/07) « The Field of Action Thu, 08 Mar 2007 04:31:56 +0000 http://www.grokdotcom.com/2007/03/08/landing-pages-the-value-of-first-impressions/#comment-6340 [...] Landing Pages & the Value of First Impressions “The UVP is your site’s first chance to begin a dialogue with its visitors. In very simple language, clearly describe what you do, how it’s unique from your competitors, and how your customers benefit from your products and/or services. Don’t try to figure out the magic of persuasion until you’ve first addressed this one critical–and criminally overlooked–element.” [...] [...] Landing Pages & the Value of First Impressions “The UVP is your site’s first chance to begin a dialogue with its visitors. In very simple language, clearly describe what you do, how it’s unique from your competitors, and how your customers benefit from your products and/or services. Don’t try to figure out the magic of persuasion until you’ve first addressed this one critical–and criminally overlooked–element.” [...]

]]>