1. Landing Page Framework
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Landing Page Framework
Guidelines on page setup and framework considerations

2. Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Goal of Landing Pages
The overall goal is to increase the conversion of site visitors.
In order to reach this goal the focus is on creating an overall framework of methods and principles, which can drive the design of future landing pages.
Methods and principles that will be covered in the following
Module-based construction of pages
Focus on communicating customer-centric
A learning based approach to landing page optimization
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3. Constructing Landing Pages
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Constructing Landing Pages
When creating landing pages it should be a focus to utilise a module-based approach where each module has focused intent.
This ensures a clean landing page structure where values and conversion points are presented clearly.
Furthermore the module-based approach supports a generic design of future landing pages.
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4. Modules - Constructing landing pages
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Modules - Constructing landing pages
A module consist of a clearly outlined content-element or feature.
Each module must have a specific intent and main action (Not necessarily a conversion CTA)
By creating a base of reusable modules it will be easy to compose and create new landing pages
© Creuna

5. Modules: Example 1 Basic content element
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Modules: Example 1
Basic content element
Clear intent and value proporsition
Supporting content
Single main CTA
Optional secondary CTA
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6. Modules: Example 2 USP Element Clear user-centric value proporsitions
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Modules: Example 2
USP Element
Clear user-centric value proporsitions
Secondary CTA
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7. CTA’s that does not make the user leave the landingpage
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Modules: Example 3
Brochure element
Clear communication and simple interaction
CTA’s that does not make the user leave the landingpage
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8. Find Installer Map (Conversion point)
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Modules: Example 4
Find Installer Map (Conversion point)
Supporting information focusing on user situation
Single main CTA
This module poses a main conversion point that should be placed on all landingpages. The continous optimiztion of this module is critical.
© Creuna

9. Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Page composition
Each landing page should be composed in a way that emphasise the main value points and CTA’s of the specific page.
Different types of page compositions can be determined (e.g. Frontpage and Subpage)
© Creuna

10. Page composition A typical frontpage will consist of the following
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Page composition
A typical frontpage will consist of the following
Primary CTA element (header) with top CTA statement
Overview of subpages with individual CTA statements
Conversion module
Detailed Subpage elements with main USP’s for each subpage
USP Element – Supporting module
A typical subpage will consist of the following
Overview of main USP’s with individual description
Detailed USP elements with with a conversion CTA
Supporting modules – E.g. Supporting information and links to other subpages
© Creuna

11. Page composition: Frontpage
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Page composition: Frontpage
Primary CTA element
Detailed subpage element
Overview of subpages
Detailed subpage element
Conversion module
Detailed subpage element
USP Element
© Creuna

12. Page composition: Subpage
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Page composition: Subpage
Primary CTA element
Detailed USP element
Overview of main USP’s
Detailed USP element
Conversion module
Supporting information
Detailed USP element
Link to other subpages
© Creuna

13. Communicating customer-centric
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Communicating customer-centric
A crucial part of designing landing pages is the creation of content. In order to increase conversion, a focus should be on communicating customer (end user) centered benefits and values.
Main cues when thinking content
Customer-centric
An outside-in perspective
Customer needs vs. product features
Which story should be told?
Consider the following when writing
Who are the primary recipients?
What needs do the customer have?
Which value can we add to their everyday life?
What does our statistics tell us? (regarding the customer)
© Creuna

14. Example : Customer-centric benefits
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Example : Customer-centric benefits
PRODUCT CENTERED
CUSTOMER CENTERED
Durability
All ROCKWOOL stone wool insulation is made from volcanic rock, making it naturally durable and stable over the lifetime of a building.
Lasts forever
With ROCKWOOL you will never have to fit insulation again. The extremely durable material maintains its efficiency over time.
Fire protection
ROCKWOOL® insulation is made from naturally fire resistant stone mineral wool. Created using the same processes that occur at the heart of a volcano, ROCKWOOL® tolerates temperatures of up to 1000°C and does not burn.
Fire safety
Acts as a protective fire barrier
Non combustible and fire proof materials
Top of the class A1 safety score
A safe home for your family
© Creuna

15. Example : Customer-centric benefits
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Example : Customer-centric benefits
PRODUCT CENTERED
CUSTOMER CENTERED
Sound proofing
It’s not just heat that finds it tough to get through rock. ROCKWOOL stone wool products are amongst the most effective acoustic insulators used in construction.
Noise reduction
Noisy neighbours, loud traffic or aircraft noise? ROCKWOOL insulation has noise reducing qualities that helps ensure comfort in your home environment.
Sustainability
ROCKWOOL® insulation doesn’t just create sustainable buildings – it’s produced in a sustainable way too.
Sustainability
ROCKWOOL is a 100% recyclable material making it a sustaniable and responsible choice when insulating your home.
© Creuna

16. Continuous learning and optimization
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Continuous learning and optimization
The overall goal of landing pages is to create conversions in order to support core business KPI’s
In order to fully utilize the effect of landing pages it is important to establish an iterative and test based approach.
By using a build-measure-learn based process, it is possible to create an iterative approach where landing pages are continuously adjusted and optimised.
© Creuna

17. Continuous learning and optimization
Landing Page - Framework and Guidelin - Content created by Creuna - January Catharina Brodka, MAM
Continuous learning and optimization
Measure
Setup (basic/advanced) tracking & data processing
Setting business relevant KPIs
Build
Learn
Use(data) insights for changes in e.g., tone-of-voice, page flows, interaction design.
Define and revisit measurements
A/B testing
Continuous optimisation
UserVoice feedback