Targeted Landing Pages
 

Targeted Landing Pages

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Landing conversions ...

Landing conversions

In the world of marketing, the conversion rate is the golden goose. It is the final goal by which the bulk of our efforts are measured. Conversion rate can be the number of white papers downloaded, the number of videos watched, the number of widgets purchased, or even the number of meetings set.

Targeted landing pages are web pages that contain detailed information about a marketing offer or message and that attempt to make a convincing argument for why the recipient should join the ranks of the converted.

In pursuit of your own golden goose, your landing page should first and foremost:

Provide your lead or prospect with a clear, concise path to becoming a customer.

Enable your lead or prospect to become a customer.

Resolve any concerns they may have about becoming a customer.

As a marketer, you are likely on an endless search for tricks, tips, and best practices that will improve your conversion rate in both online and offline marketing campaigns. Savvy marketers know that few efforts return results better than those gained through the implementation of targeted or dedicated landing pages. If you’ve yet to put this great tool to the test, it’s time you did, and for good reason.

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    Targeted Landing Pages Targeted Landing Pages Document Transcript

    • TARGETED LANDING PAGES Using web pages to improve marketing conversion rates. by Cyndie Shaffstall C SHAFFSTALL & SON, LLC DBA SPIDER TRAINERS PO Box 280487 Lakewood CO 80228 303 468 8713 303 865 7774 Fax http://www.spidertrainers.com To report errors, please send an email to spidertrainer@spidertrainers.com NOTICE OF RIGHTS AND WARRANTIES: All rights reserved. This eBook may be reproduced or transmitted in whole and in any form by any means, electronic, mechanical, photocopying, recording, or otherwise. For information on branded reprints and excerpts, contact spidertrainer@spidertrainers.com. The information in this book is distributed on an as-is basis without any warranty. While every precaution has been taken to ensure accuracy, neither the author nor publisher shall have any liability to any person or entity with respect to any loss or damage caused or allegedly caused, directly or indirectly, by the instructions contained in this book or by the processes described herein. NOTICE OF TRADEMARKS AND COPYRIGHTS: All companies with products, services, or websites mentioned in this eBook are listed in the references and credits section of this eBook. All trademarks are the property of their respective owners. Any omission of such trademarks from any mention is regretted and is not intended as an infringement on such trademarks.
    • You want to improve the conversion rate of your marketing campaigns. You want to learn about design tips for creating your landing pages. You want to learn about testing, tracking, and tweaking your landing pages. You wan to learn about campaign source tracking. You need creative services help in developing targeted landing pages. Spider Trainers If Marketing automation has been shown to increase qualified leads for businesses by as much as 451%. As experts in drip and nurture marketing, Spider Trainers is chosen by companies to amplify lead and demand generation while setting standards for design, development, and deployment. Our eBooks are designed to help you get started, and while we may be guilty of giving too much information, we know that the empowered and informed client is the successful client. We hope this eBook does that for you. We look foward to learning more about your needs. Please contact us at 651 702 3793 or cmeyer@spidertrainers.com. You should read this book if: ©2013 SPIDER TRAINERS
    • Landing conversions.........................................1 Design...............................................................3 Headline and page title .........................................3 Content...................................................................4 Test, track, and tweak.......................................6 Duplicate content...................................................6 Campaign source tracking.....................................7 Conclusion........................................................8 About Spider Trainers ......................................9 Specialties...............................................................9 Spider Trainers contact...........................................9 References and credits...................................10 TABLE OF CONTENTS PAGE i ©2013 SPIDER TRAINERS
    • We want everyone to understand how to improve coversion rates through the use of targeted landing pages. To that end, we encourage you to share this document. BRANDING IS AVAILABLE If you would like to share this document with your clients, please ask about branding. We will produce a version branded with your logo and contact information, which you may distribute freely. (All other content and copyright information must remain intact.) PLEASE SHARE PAGE ii ©2013 SPIDER TRAINERS
    • In the world of marketing, the conversion rate is the golden goose. It is the final goal by which the bulk of our efforts are measured. Conversion rate can be the number of white papers downloaded, the number of videos watched, the number of widgets purchased, or even the number of meetings set. The formula for measuring your conversion rate is simple: Targeted landing pages are web pages that contain detailed information about a marketing offer or message and that attempt to make a convincing argument for why the recipient should join the ranks of the converted. In pursuit of your own golden goose, your landing page should first and foremost: Provide your lead or prospect with a clear, concise path to becoming a customer. Enable your lead or prospect to become a customer. Resolve any concerns they may have about becoming a customer. As a marketer, you are likely on an endless search for tricks, tips, and best practices that will improve your conversion rate in both online and offline marketing campaigns. Savvy marketers know that few efforts return results better than those gained through the implementation of targeted or dedicated landing pages. If you’ve yet to put this great tool to the test, it’s time you did, and for good reason. LANDING CONVERSIONS PAGE 1 ©2013 SPIDER TRAINERS CONVERSION RATE # achievements ÷ # visits (or # sent) 465 widgets bought ÷ 6,000 visitors = 7.75% conversion rate ?! Conversion rate. The proportion of visitors to a website who take action to go beyond a casual content view or website visit, as a result of subtle or direct requests from marketers, advertisers, and content creators. — Wikipedia ?! A single-page landing page can increase conversion rates by 55%. — Interactive Marketing Inc. ?! The average conversion rate when companies used their home page as the destination for an advertisement or link was only 6%. Companies that used targeted landing pages achieved a 12% conversion rate. — Atlas OnePoint
    • PAGE 2 ©2013 SPIDERTRAINERS Figure 1 At the left, the front and back of a tri-fold direct mail are shown, the matching email is top-center, and to the right, the matching landing page. This campaign was designed to re-engage customers and introduce them to new digital-print services with various offers and/or to engage online using a white paper download offer. With the deployment of nearly 70 custom landing pages, we tested the effectiveness of multiple calls to action, differently valued calls to action, QR codes, moving the call-to-action buttons, and lastly, whether or not an odd-shaped email and landing page would affect conversions. (It did. The odd-shaped duo outperformed the square version 2:1.) You should use targeted landing pages because tracking and sifting through analytics for the source of home-page traffic and the engagement level of the visitor can be challenging or impossible. Given that, campaign traffic should never [ever] be sent to your home page and thus a dedicated page to receive campaign recipients makes sense. If your marketing campaign contains multiple vehicles (as is the case with a multi-touch campaign), you will find that multiple targeted landing pages work very well when you need to compare multiple traffic sources and even better when you need to find your best-converting content or design components. Targeted landing pages have many advantages, such as: Improving the conversion rate of marketing campaigns. Provides you the ability to test individual and global design elements and isolate the most- effective conversion objects. Provides you with high visibility and tracking of visitor engagement and behavior. Provides you the ability to display messaging specific to the source or to the list segment. Contributes to your website’s optimized content. web pages & blog sites Sir Speedy Centennial might not be the first company you consider when you need a web site — or a web site makeover — but our designers are specialists in creating sites for you that will put you in the driver’s seat. With a completed site, you will have full control and be able to make changes, add articles, and manage your site completely in house. save $800 on a new site Get a complete site or web-site makeover for just $1799 that includes: • a new site design or site makeover • a customized template design • a contact form • private analytics account • one year of web-site hosting • up to five email addresses • two hours’ training www.sirspeedycentennial.com/offers/makeover/ free white paper or eBook 12 Reasons that Blogs are Better Blogs are all the rage — and with good reason. When you convert your web site to a blog site, you will be in complete control when it comes to updates, changes, and additions. Get this free white paper and get started blogging today! www.sirspeedycentennial.com/offers/blog/ b sgnitaercnistsilaiceps ekametisbewaro— edisnocuoyynapmoc lainnetneCydeepSriS golb& apbew plliwtahtuoyroffosetis gisedruotub—revo ewadeenuoynehwr tsrfiehtebtonthgiml setis sega b n u a,selcitradda,segnahc ocahtiW.taess’revird gp rongisedetiswena• 71$tsujrofrevoekam roetisetelpmocateG no008$evavs epmocetisruoyeganamdna lliwuoy,etisdetelpmo py W.nosaer erasgolB osaeRRe21 weerffr revoekametisr :sedulcnitaht99 etis-bewr etiswena l .esuoniyete bewruoytrevnocuoynehW ooghtiwdna—egarehtllae retteBerasgolBtahtsno oBerorepapetihw l h etis do koo nnetnecydeepsris.www gniniart’sruohowt• ddaliameevfiotpu• etis-bewforaeyeno• ccascitylanaetavirp• mroftcatnoca• lpmetdezimotsuca• sris.ww.ww narepap ,segnahc wlortnoc golbaot /revoekam/sreffffeo/moc.lain sesserd gnitsohe tnuoc ngisedeta b/sreffffeo/moc.lainnetnecydeeps yadotgniggolbdetratstegdn weerffrsihtteG.snoitiddadna, ,setadpuotsemoctinehw etelpmocnieblliwuoy,etisg yy /golb !y etihw e www.winningatwebmarketing.com/offers/pinball/ free book with purchase Purchase $250 in any services or products from Sir Speedy Centennial and get a free copy of Small-business Guide to Winning at Web Marketing (regularly $54.99). If you prefer, use the URL above to buy direct and save 30% off the cover price. save $800 on a new site or site makeover from Sir Speedy Centennial $800 10001000BLOG 12201 E Arapahoe Rd Ste C-12 Centennial CO 80112 303 799 4383 | orderdesk@sirspeedycentennial.com www.sirspeedycentennial.com Save $800 off the cost of a new site or web-site makeover from Sir Speedy Centennial. Includes hosting, email, analytics, template, and customization. We’ll also give you a complimentary copy of Small-business Guide to Winning at Web Marketing. Click here for details. Offer expires 31 July 2010. Valid at Sir Speedy Centential location only. BON USBO NUS BONUS Get our free white paper: 12 Reasons that Blogs are Better Blogs are all the rage — and with good reason. When you convert your web site to a blog site, you will be in complete control when it comes to updates, changes, and additions. Get this free white paper and start blogging today! Need help? Click here to see the Sir Speedy Centennial gallery of new sites and site makeovers. e $800 ovsa e mtr sie otw sien a ne $800 o ve $800 off taS eepr Sim Soer frvoekae m e ortw sit of a nesohe cve $800 off t lanientendy Ce e or r Sit S pix b MeWWe maof S l al’eWWe ticslynaa etneC -sibew d a r e .lytion onacl loatinetneeedy Cpr S s 31 July 2010.er aitor dee ffor derk heicl. Cngtiekrab M ng aninio Ws Guide tsnebusil-lma y cratnmeiplomou a cve yo gisll a tionazomitusnd c, aetaplme, ttics ,lmai, engtiss holude. Inclanine eedypr Siom Sr frveeokkeoe mat-si .slai tng a yopy c .tion eedy ee wr frt ouGe r Sit S thiee w e .lytion onacl loatinetneeedy Cpr S lelal ganinetneC icl? CplNeed he t bloratnd sr aeppa ngha, csetadpu pleomn ce il bliw veonou cn yheW he rl tle ars agloB s tnosae12 R ee wr frt ouGe ke matnd sis aetw siy of nerle eedypr Sihe See to se trk heic !yadong tggit blo s frhit t. 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    • Design is the most-important consideration when implementing targeted landing pages. A well- designed page will easily and positively impact your conversion rate. Heatmaps and other research shows us exactly how visitors are engaging with our pages and this information can be used to lead our design efforts. When asked, the primary reason people have given for not buying from a site was because the site had an unprofessional look that caused the visitor to question the credibility of the site owner. Trust in the vendor is critical — especially so if your page has a form and you are attempting to collect information from the visitor. An effective and professional design will go far in establishing your credibility and trustworthiness. HEADLINE AND PAGE TITLE You have about two seconds to convince your visitor to stay on the page and this makes your headline crucial. Make sure you get it right, even if you have to get it wrong first. Using targeted landing pages, you can easily test several headlines through the use of duplicate landing pages or by making changes to your primary page over a span of time. This headline should be the largest text on the page and, under the hood, appropriately tagged as H1 in the HTML source of your page. This is an indicator to the search robots that this is the most important text on your page and an indicator of the basic focus of the text that follows. In addition to being relevant and clear, your headline or opening text should welcome the visitor and specifically mention the source from which they came. You might also recognize their source by including a graphic, as shown for Facebook visitors in figure 2. The page title is the text that displays in the browser bar when the visitor is on the page. Page titles, like DESIGN PAGE 3 ©2013 SPIDER TRAINERS Figure 2 Use targeted landing pages to test the effectiveness of your headline in capturing the reader’s attention quickly.
    • headlines, are indexed by search spiders and should incorporate important keywords from your campaign. Further, taking a cue from what heatmaps have taught us, consider first positioning your headline at the top left of the page. CONTENT In checklist format, your landing page’s design and content should: Have a clear, concise page title. Use one or more of your campaign’s keywords. Think about your search-engine optimization efforts as well as your visitor’s needs. Have a clear, concise headline. Use one or more of your campaign’s keywords. Be professionally designed. A beautiful, clean design builds credibility and trust. Be presented in a single column. Use limited images. Be design-consistent with the campaign vehicle. A matching design makes the visitor confident they have come to the right place. It’s easy to be consistent when you use the same fonts, images, colors, and basic structure. Eliminate distractions. If you attempt to match your site design, you will create far too many distractions. Display important content above the fold. If your content does extend below the fold, be sure to include a second call-to-action button so that the visitor is not required to scroll to the top in order to engage. If you feel you need more real estate than a single page can provide, create a small series of pages (microsite) linked together with a simple menu. Do not link the menu items to pages outside this microsite. Tell the visitor how they will benefit. Stay focused on them and not you. This is not the time to try to tell the visitor how great you and your product are. Use clear, concise language. Avoid marketing speak and complex industry phrases. Deliver the message concisely and so that people of skill sets will understand. Stay focused. Think about what exactly you want the visitor to do and what it will take to get them to do that. Don’t distract the visitor with lots of options, offers, buttons, or links. Your landing page should provide the visitor all of the information PAGE 4 ©2013 SPIDERTRAINERS ?! 46% of web sales are lost on sites lacking the critical elements to build trust. — Stanford Figure 3 Make sure your pages load quickly. Three to four seconds is good, and no more than five seconds.
    • that they need without having to search your site further or other sources in order to continue the engagement or purchasing process. Provide a single call to action. Use easy-to- understand text or buttons that ask specifically for the desired action. Don’t mince words. Try adding an arrow to button graphics to improve click-thru rates. Only ask for what you need. If your landing page has a form or survey, keep it short. Do not ask for information that is not critical. You’re much better off to ask for additional information in subsequent campaigns than ask your visitor to fill in 20 form fields and have them abandon right away. If you’re using email automation, you may have the option of a prefilled form. That means you don’t need to ask for information that already exists in your list. If you’re having trouble getting completed forms, tell your visitor how the information will be used, briefly state your privacy policy, and include a link to the full policy. Load quickly. If you keep it simple, you won’t need to worry, but time it anyway. Make sure your page is not so complex that it takes more than three to four seconds to load. Landing pages can also improve your search-engine optimization because they are filled with keywords about your business or product. Search engines strive to provide the timely, relevant, and helpful results. Landing pages that attract visitors, engage them for extended periods, and that are keyword-rich can have a noticeable impact on your search-engine ranking. PAGE 5 ©2013 SPIDERTRAINERS Figure 4 We’ve found that in many cases adding an arrow to the button improves click-thru rates.
    • To get the best conversion rates from your landing page, you must test, track, and tweak. These tweaks — in the form of page updates — will also contribute to your search-engine optimization efforts. The following examples — and much of our live work — may not always follow the best practices we have listed in the previous section. This is because best practices are simply guidelines to help you develop your landing pages. Only through tracking your offer with your design to your customers will you come to know what combination produces the best results. DUPLICATE CONTENT If you spend much time working toward search-engine optimization for your website, you undoubtedly have concerns about duplicating landing pages for your testing or using similar landing pages for multiple vehicles. Search engines are on the alert for instances where large amounts of content are used at multiple sites or on multiple pages within a site in order to artificially boost SEO. With your targeted landing pages you will be using custom headlines for each page (with H1 tags), and a welcoming paragraph. This customization minimizes the amount of content that is an exact duplicate and with less text than a standard web page, presents little cause for concern. What’s more, your targeted landing pages are not static. As you test, track, and tweak, you are implementing updates that renew content and renew the search engine’s interest in your page. Multiple landing pages that receive engaged traffic with extended visits and that drive click-thrus are such a substantially different scenario, than intentional propagation and search engines recognize this. TEST, TRACK, AND TWEAK PAGE 6 ©2013 SPIDER TRAINERS Figure 5 These targeted landing pages use graphics and an opening welcome paragraph specific to visitors who have clicked through from our Twitter followers and Facebook fans.
    • CAMPAIGN SOURCE TRACKING In its broadest definition, campaign source tracking refers to a method of identifying from what source a visitor discovered your site, or in the case of targeted landing pages, a specific page. Virtually all email- automation software uses campaign source tracking to measure clicks. Links that you have placed in your email are replaced with unique URLs that when clicked register the action to the tracking software. Clicks are then counted and displayed in reports or dashboards. Google Analytics is free software for tracking activity at your site and that also provides campaign tracking of Google AdWords or other campaigns. Further, Google Analytics can track your campaign source URLs. The challenge for me, and the reason I do not use campaign source tracking, is that in addition to wanting to know from which source a visitor arrived, I also want to reap the benefits we’ve already discussed when a custom landing page is used for each vehicle. Campaign source tracking offers an alternative to multiple targeted landing pages but it’s not an exclusive relationship. You can combine the use of campaign source tracking codes with targeted landing pages and reduce the number of landing pages that are needed. This works great, for instance, if you have several Facebook posts and want to send them all to the same landing page, but you still need to track which of the posts was most effective at eliciting clicks. You can create your own campaign source codes, but it’s quite a bother. Instead, use Google Analytics’ free URL builder tool. To implement the code, simply use it as the href tag for your call to action button. You could even generate a different code for each call to action (if you have more than one) and then you will know which CTA generated the click. If you’re using campaign source codes for an offline piece, be sure to use a URL shortener, such as Bit.ly. As you can see in figure XX, these codes can become quite long and much too complex to try to type it out. Targeted landing pages are not a new idea; they’ve been around for quite some time. For marketers without adequate creative and web-team resources, campaign source tracking codes provide a suitable alternative and one that can be far less time consuming. If you’re resource ready, consider adding targeted landing pages as a path to boosting your conversion rates. PAGE 7 ©2013 SPIDERTRAINERS ?! Consistently updating and tweaking content can increase traffic by 40%. — Marketing Sherpa Figure 6 You can see how a simple URL to www.jcpenney.com has been converted to a complex string that tells the vendor which email I received and clicked and various other bits of information. The URL has been truncated in order to make it short enough to use in this document.
    • PAGE 8 ©2013 SPIDERTRAINERS Figure 8 In this example we’ve moved the call to action nearer to the top of the page. Figure 7 Google’s URL builder tool will automatically create a unique URL for each landing page of your campaign. The URL is placed in the marketing vehicle and each vehicle will use a different URL. This enables the tracking of individual components.
    • Whether you choose targeted landing pages solely or to add targeted landing pages to campaign source tracking, your conversion rate will improve as you test design, content, and structure. The lessons you learn from one campaign will serve you well in subsequent campaigns, even campaigns for different offers. For more information on triggered marketing, download Automated Email Marketing, for information on multi-touch campaigns, download The Power of Print (in Marketing), and for information on measuring your campaign analytics, download Marketing Metrics. CONCLUSION PAGE 9 ©2013 SPIDER TRAINERS
    • Spider Trainers provides creative services to marketing departments of 0 to 100. We are a network of more than 80 experts in email development, web development, graphic design, ad creation, multimedia creation, social media postings, search-engine optimization, writing, editing, and analytics. Founded in 2009, Spider Trainers touts more than 30 years’ experience on their principal team specializing in marketing, promotion, press relations, and SEO disciplines.For more information about our company, visit www.spidertrainers.com Specialties online and offline multi-touch marketing multi-event drip and nurturing campaigns search-engine optimization web development (including mobile) ad and campaign design and deployment email campaign deployment Spider Trainers contact Phone: 651 702 3793 Email: spidertrainer@spidertrainers.com Website: http://www.spidertrainers.com Address: PO Box 280487 Lakewood, CO 80228 United States ABOUT SPIDER TRAINERS PAGE 10 ©2013 SPIDER TRAINERS
    • Google URL building tool http://support.google.com/analytics/answer/1033867?hl=en Google PageSpeed Insights https://developers.google.com/speed/pagespeed/ REFERENCES AND CREDITS PAGE 11 ©2013 SPIDER TRAINERS