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Landing pageshelpmarketingtakeoff

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This white paper outlines how you can create landing pages that will move online visitors to prospects in three steps.

This white paper outlines how you can create landing pages that will move online visitors to prospects in three steps.

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  • 1. LANDING PAGES THAT HELP YOUR ONLINE MARKETING TAKE OFF Converting Visitors to Prospects in Three Steps MID ATLANTIC 14073 Crown Court | Woodbridge, VA 22193 T. 703.494.7888 | F. 703.494.7955 | 888.205.8899 NEW ENGLAND PO Box 305 | Barrington, RI 02806 T. 401.289.2500 | F. 401.289.2503 | 888.205.8899
  • 2. CREATING RESULTS, LLC – WHITE PAPER SERIES Landing Pages That Help Your Testing One of the most significant benefits of online Online Marketing Take Off marketing is the ability to monitor and adjust in real time. The most simplistic way to evaluate alternatives Converting Visitors to Prospects in Three Steps is to use an A/B test. Just as the name describes, serve half of the visitors concept A, serve the other Studies have shown that building targeted online landing pages can half concept B. Using the metrics gathered from improve a campaign’s conversion rate by upwards of 50 percent. the analytics, an advertiser can see which version is more successful. Elements easily tested in the A/B Yet, most companies targeting the 50+ market do not achieve maximum format include overall design, offers, the positioning of return because their online strategy stops at the ads. This is the pitfall of elements on a page, and even desired outcomes. many otherwise well-planned online marketing programs. Keep in mind that the fewer variations between your As markets continue to fragment and consumers find increasingly cunning A and B concepts, the more actionable your findings ways to avoid advertising, consumers are beginning to ignore all but the most will be. Too many changes/differences will leave you personal and relevant marketing. By customizing landing pages specific to wondering what was responsible for the differing each target audience, companies can improve this level of relevance and keep response levels. prospects moving down the path towards a sale, while collecting valuable information about the effectiveness of their organization’s marketing efforts. The level of marketing investment will dictate how much testing and how often monitoring should occur, This white paper outlines how you can create landing pages that will but the findings can pay great dividends. move online visitors to prospects in three steps. There are dozens of additional opportunities to improve the effectiveness of digital marketing through the use of landing pages. Alternative testing options, personal URLs, social elements, dynamic content and real-time communication - all are achievable with today’s technologies. To find out more about these options and how Creating Results can help improve your digital marketing efforts, visit www.CreatingResults.com/smoothlandings. Creating Results provides clients with a strategic approach for marketing to adult consumers seeking a higher quality of life.We have earned praise, referrals and awards for our successful marketing and unique understanding of adults. From the initial research through the strategy and creative development, and on into the complete implementation and ongoing performance analysis, we strive to make our clients stand out in a crowded marketplace. 7
  • 3. CREATING RESULTS, LLC – WHITE PAPER SERIES This decision needs to take into account the characteristics of the end user and the true value of the offer or product being promoted. Likely desired outcomes include downloading information, online registration or simply following a link to another page within the site. If your target is a mature consumer, remember that the 50+ market is more apt to call a sales center from a website and are more protective of their personal information than their younger counterparts. Whatever the desired Don’t make this mistake: Allstate outcome, it will only be effective if the prospect believes the opportunity is didn’t create a landing page. As a result, there is no reference to the offer worth the effort. that brought prospects here and far too many ways to leave the site, fast. STEP TWO: DEVELOPMENT Creating Results gives this landing page a “good” rating - it is Content very focused and draws on demographic If they’ve made it to the landing page, prospects want to learn more. Take data from the referring site. this opportunity to provide only relevant, straight forward information that is valuable and dripping with credibility. According to Marketing Experiments Journal, clarity of the value proposition Design is the most important factor in When designing the appearance of a landing page, do not spend determining whether a customer buys even a pixel promoting anything beyond the brand, offer and specific or not. The mature audience responds desired outcome. best to straight talk, so avoid the fluff. If the goal is to have someone call While the 50+ market is quite comfortable online, they are more likely a sales associate, ask for the action to make navigation errors. Therefore the look, feel and language needs to outright, but clearly explain what is in it match that of the advertising. This includes colors, fonts, imagery, use of for them. white space and graphic treatments. Precious seconds are saved by quickly assuring visitors they have navigated to the right place. Make it as personal as possible. Reference the page from which they Content should be arranged in a clear hierarchy, keeping text to a were referred, recap the offer in the minimum. A single, engaging photo is superior to multiple, smaller images. advertisement they clicked, tap the If there is a registration form, keep the number of fields to seven or fewer. behavioral and demographic data from the sites, search engines or internal Even the navigation bar should be eliminated. On a standard webpage, this databases. Use whatever is available to navigation helps visitors find where they want to go on the site. With a show visitors that time has been invested to learn about them. This will help landing page, it should be assumed that they have already arrived. Finally, if develop the client / seller relationship that is sought by this mature audience. the preliminary design requires any amount of scrolling, start over. 5
  • 4. CREATING RESULTS, LLC – WHITE PAPER SERIES STEP THREE: EXECUTION Steps to Ensure a Successful Landing Monitoring STEP ONE: PLANNING Prior to launching a series of landing pages, make sure that a monitoring tool is in place. Many analytics tools are freely available Understand Online Behavior and are quite user-friendly. Minimally, ensure that unique visitors, click- When planning a landing page, it is vital to understand the specific online throughs and conversions are tracked. Time-of-visit, session duration, behaviors of your specific target markets. Start with the segmenting used to repeat visitors, geographic locations and click-tracking can also place digital advertising and then research each profile’s internet habits. Focus on one clear desired outcome. provide invaluable information. This page design was ranked “best” by Creating Results’ team for the engaging photo and the As experts in marketing to Baby Boomers and Beyond, Creating clear call to action. Results recognizes and stresses that each segment will be different. However, a unifying characteristic of the online population is impatience. Regardless of an online user’s age, the average digital ad is SMOOTHER LANDINGS CAN HELP lucky to get two seconds of attention. YOUR MARKETING TAKE OFF Time-of-attention only increases to eight seconds for landing pages. While this white paper focuses For Westminster at Lake Ridge, As with online advertising, emails on online advertising, the value of a Continuing Care Retirement can get prospects to a landing page Do not expect visitors to scroll, landing pages is much greater. As Community outside of Washington, with just one click. The National peruse a laundry list of navigation part of an integrated marketing DC, a landing page became the Museum of Americans at War options or even read the copy. program, well-executed landing vehicle to invite prospects for sent an email soliciting feedback Animation, flashing elements and pages can boost the effectiveness a “test drive.” Westminster is from a target group, driving traffic background music do nothing but of the whole campaign. targeting people in their 70’s, to a landing page with survey distract the mature audience and an age group still motivated by questions. rob your site of precious seconds of Creating Results has directed newspapers. A special insert attention. You can only expect that prospects to special landing pages offered an overnight stay to get a mature (40+) visitors will evaluate a from a variety of off- and on-line feel for the community. It drove site’s merit on their initial impression mediums, including newsletters, those interested in “packing their of the overall design and maybe direct mail, email, signage and pajamas” to a special landing page – skimming of the headlines. traditional advertising. www.westminsterpajamas.com. Landing pages need to match visitors’ expectations, preferences and tastes before the content will be reviewed. Otherwise, “bouncing” occurs, or visitors quickly leave the site without any interaction. No clicks, no registration, no activity of any kind, and thus, no opportunity for future sales. Setting Objectives As time is of the essence, a landing page only has the ability to focus on a single business objective. The advertiser must identify the “desired outcome” of a landing page visit. This is the prospect’s single on-site activity that will provide the greatest benefit. 3

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