Building effective landing page and Calls-to-action for conversion

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Learn about landing pages and calls-to-action (CTAs) and their importance in conversion. My presentation gives you the basics of landing pages and CTAs. I will be sharing slides focused on the two …

Learn about landing pages and calls-to-action (CTAs) and their importance in conversion. My presentation gives you the basics of landing pages and CTAs. I will be sharing slides focused on the two soon.

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  • The conversion path is a process of clicks that your visitors take to travel from one step to the next, ultimately ending with the action you intend for them to take

Transcript

  • 1. INTERACTION SESSION Series-1 Landing Page and Calls-to-action (CTA) Ayushma Pandey 24 July 2013
  • 2. Contents 1. What is Landing Page? 2. How to build an effective landing page? • The Headline • The image • The Layout • Navigation • Meta descriptions & keywords • The Form
  • 3. Contents (contd…) • CTA Buttons • Share Links • Understand the conversion path • Include a Thank You page • Measure the success of your landing pages
  • 4. Contents 3. CTA & Conversion 4. CTA positioning 5. Tips for driving action 6. Sources
  • 5. What is Landing Page
  • 6. Landing Page • It is a specialized page where one topic is dealt with in greater detail than on homepage • Think of landing page as your means of achieving your conversion goals • Too often, companies use marketing strategies that incorporate email, social media, and SEO, but send all the traffic to their homepages
  • 7. Landing Page • 55 % increase in conversion when keeping relevant, focused, important information on a single page • Businesses with 31 to 40 landing pages got 7 X more leads than those with only 1 to 5 landing pages. (HubSpot) • Those with over 40 landing pages got 12 times more leads than those with only 1 to 5 landing pages. (HubSpot) • Our goal should be to deliver the right information to the right person, at the right time in order to better convert your visitors into leads and sales.
  • 8. How to Build An Effective Landing Page?
  • 9. How to build an effective landing page? 1. The Headline Goals: To incentivize conversion by conveying the value of your offer through clear and concise language Your copy should emphasize how the offer addresses a specific problem, need, or interest your target audience cares about. • Put the offer clearly and concisely • Ensure that visitors understand the offer and what you’re asking them to do as soon as they “land” on your page • The body of your landing page should build upon the headline and further explain what the offer is and why visitors should sign up
  • 10. How to build an effective landing page? 2. The image • 90 % of information transferred to the brain is visual. • Visuals are processed 60,000X faster in the brain than text. • Use relevant images to reinforce the benefits detailed in your landing page copy • Don’t overwhelm your visitors with too many images on a single landing page— “banner or ad blindness”
  • 11. How to build an effective landing page? 3. The Layout • Should be designed with simplicity and clarity in mind • Lead your visitors from headline, to the description, through the offer highlights, and to the form
  • 12. How to build an effective landing page? 4. Navigation 16% of landing pages are free of navigation bars. (MarketingSherpa) • You’ve attracted your visitors to your landing pages, now you want to keep them there. • Remove all navigation and links from the page • By doing this you will be eliminating any distractions from completing the form. • There is 1 exception to the rule, add a link to your privacy policy for form-wary visitors
  • 13. How to build an effective landing page? 5.Meta descriptions & keywords • Meta description is a text snippet that describes what your specific web page is about. • Length = up to 160 characters
  • 14. How to build an effective landing page? 6. The Form • Immediate visibility: Your form should appear above the fold • Remove the need for visitors to scroll down on the page to see the form. • How many forms? Depends upon the offer. 1 should be enough. • Short forms: Generates more leads, but they may lack in quality • Long forms: Brings fewer results, but higher quality leads
  • 15. How to build an effective landing page? 7.CTA Buttons • Data shows that landing pages with buttons labelled “Submit” have lower conversion rates than those that do not • Try to make your button engaging and relevant to your offer
  • 16. How to build an effective landing page? 8. Share links • What do you do after you’ve converted your prospects into leads? • Encourage them to share your awesome content • Use social media and email marketing • Remember to use sharing and forwarding options for emails as well
  • 17. How to build an effective landing page? 9.Understand the conversion path • Define conversion goals • 1st identify what kind of conversion you’re aiming for
  • 18. How to build an effective landing page? 10.Include a “Thank You” page • Newly converted leads can receive the content that you promised them on a “Thank You” page • You should optimize your “Thank You” page with access to your offer, social media sharing links, secondary CTA, & auto- response emails.
  • 19. How to build an effective landing page? 11.Measuring the success of your landing page • Analytics • You don’t need to track every point immediately, but make sure you set up your tracking to measure 1. Traffic 2. Conversion rate
  • 20. CTA and Conversion
  • 21. CTA & Conversion • CTA = A phrase or button that prompts the visitor to take action, such as “Subscribe Now” or “Download your eBook Today”. • CTA should describe exactly what will happen when it’s clicked • Avoid words like “Submit” or “Go”--They have lower conversion rates • Use 5 persuasive words in the English language: Words like 1. You (My) 2. Free 3. Because 4. Instantly 5. New have a great persuasive power
  • 22. CTA Positioning
  • 23. CTA positioning • Placing your CTA above the fold is still the most common placement choice. However, expects too much of someone who has just arrived at your page • Solution—Create a mini landing page experience containing the critical elements of your page packaged up into a block of content above the fold • Then, any supporting content can appear below for those who need to read it to be convinced of the page’s purpose
  • 24. Tips for Driving Action
  • 25. Tips for driving action • Limit your choices; don’t overwhelm (Remember “analysis paralysis” and “less is more”) • Customize your CTAs—don’t just use the standard CTAs • Create an expectation and fulfil it immediately • Promote when action is most likely
  • 26. Tips for Driving Action • Make the process dead simple • Use relevant social proof • Eliminate the noise from your social and email feed • Measure the channel ROI that you’re getting
  • 27. Sources 1. “How to use landing pages for business”- eBook, HubSpot 2. “Improving social and subscription Calls-to-Action —Whiteboard Friday” by Rand Fishkin, CEO, Moz.com 3. “An introduction to Effective Calls-to-Action”— eBook, Hubspot 4. “Conversion-centered design”- eBook, Hubspot 5. “Design it yourself—The marketer’s crash course in visual content creation”—eBook, HubSpot
  • 28. THANK YOU for your patience