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Client Work / PPC and Landing Pages

Landing Page for Svenska Postkod Lotteriet

Postkod Lotteriet

I was asked by my former workmate Theodor Mavrodis to join their team for a couple of weeks to create a new super landingpage for their campaign page. This is the page where they send all their payed traffic, from online and print - it is therefore extremely important to keep it high converting.

Theo had everything ready for me to start designing. He had looked into all the components of the page and why they probably would increase conversion rate. The idea was to create a module based page where Theo could take away parts that might show later wasnt used, as well as re-arange if necessary. All being done in A/B tests offcourse.

I created maybe the longest page in history - a dashing 7816px! In the design I used the colors from their logo since they actually dont have a graphic profile. I also made it quite airy so that it would be easy for the user to scan the page. The different components are thoroughly thought trough based on what different types of user with different states of mind might need to convert. Adding a “BUY” button between all different parts in the layout we gave the user a possibility to get to business when ever the where ready. There are different types of users who need more or less convincing to take action. I my self is the quick type, If I like it and think it seems ok - I want to be able to act emidiately and has very little patience. For those people who easily make decisions we give them what they need in the top of the page, short info and incentive to act, a BUY button to click - or a phone number to call - or a chat. And for those who sees problems and need to be more convinced we give them that further down with prices they can win (incentive), recent winners (proof), charity (credibility), television shows and celebs (incentive and credibility)... and so on.

One more smart thing about the new page was that they easily could ad their monthly campaigns in the top every month, and keeping the rest of the page that they now could trim to best performance. This would also keep down their cost for campaigns in the future, and the team could focus on more high level tasks rather than creating the same page over and over again with just different look and feel.

The performance of this new page increased conversion a lot and we vere pleased. I was told we got a conversion rate on that first month with +15%. Probobly Theo had the possibility to push it even a litle more after that.