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How to Create the Best Landing Pages Ever!

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- Only 22% of businesses are satisfied with their landing pages (Econsultancy) …

- Only 22% of businesses are satisfied with their landing pages (Econsultancy)
- 48% of marketers build a new landing page for each marketing campaign. (MarketingSherpa)
- 68% of B2B businesses use landing pages to garner a new sales lead for future conversion. (MarketingSherpa)
- Mobile optimized landing pages convert 300% higher over phones than non mobile optimized (Ektron)

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  • Ektron’s core product is the Web Content Management System that provides everything you need to create and manage your website. From powerful content editing, visual page layout, mobile, search, cloud deployment and much more you have a powerful toolset used by almost 4000 organizations around the world. Ektron Marketing Optimization delivers powerful, easy to use tools for creating and managing personas, targeting content, optimizing content for search engines, a/b and multivariate testing, along with the ability to create blogs and social communities, and publish information across social channels. You can easily connect the CMS and Marketing Optimation offerings to analytics, marketing automation, crm, sharepoint and other systems, so you can use the best tools for the job. Plus you have the freedom and flexibility to change systems easily without the need for complex coding for API integrations. And the Ektron Ecommerce accelerator helps you provide shoppers with a convenient way to purchase your products and easily collect online payments
  • Transcript

    • 1. PRESENTERS Bob Canaway Vice President Marketing Melinda Cormier Demand Generation Manager
    • 2. Topics • Overview of the Landing Page • 6 Steps to Optimize Landing Pages • Don‟t Forget About the „Thank You‟ • Ways to Improve Performance
    • 3. Why Do We Create Landing Pages? • Conversions • Focus of Message • Measurable • Improvable • Compartmentalizable
    • 4. Landing Pages • Only 22% of businesses are satisfied with their landing pages (Econsultancy) • 48% of marketers build a new landing page for each marketing campaign. (MarketingSherpa) • 68% of B2B businesses use landing pages to garner a new sales lead for future conversion. (MarketingSherpa) • Mobile optimized landing pages convert 300% higher over phones than non mobile optimized (Ektron)
    • 5. Landing Pages
    • 6. 6 Steps for Optimized Landing Pages Your Brand ONE We all want consistent messaging and branding on our web pages, which includes our landing pages. 1. Your Logo • Position, Scale, Version, etc. 2. The Theme • Consistent Styling (CSS)
    • 7. 6 Steps for Optimized Landing Pages Your Content TWO Content is the foundation for visitor engagement and the cornerstone of your landing pages. 1. Main Title: Content Title & Type 2. Sub Header: What are the Benefits of Downloading the Content? 3. Body Copy: Be Descriptive and Use Bullets 4. No Scrolling: Above the Fold and Responsive Design
    • 8. 6 Steps for Optimized Landing Pages Your Design THREE Ease of use is imperative when it comes to the landing page user experience. 1. Reduce Page Navigation • Eliminate distractions – Make it easy for your visitors to understand what you want them to do 2. Create Forms with Minimal Fields • Include only the “must haves”
    • 9. 6 Steps for Optimized Landing Pages Behind the Scenes FOUR Know the inner workings of your URL aliasing, meta tag descriptions, and workflow preferences before publishing your landing page. 1. Map Form Fields to Other Systems 2. Use Alt Text on Images & Title Tags on URL‟s 3. Include a Meta Description 4. Create Custom Page URL‟s – Be Descriptive 5. Always Spell Check
    • 10. 6 Steps for Optimized Landing Pages The Thank You Page FIVE Once the lead hits the “SUBMIT” button – redirect them to a customized thank you page. 1. No In-Line Messages 2. Be Consistent (Styling, Images, CTA‟s, Descriptions, Etc.) 3. Open the Content in a New Window 4. Add “Do Not Follow” Code 5. Include Secondary Offers
    • 11. 6 Steps for Optimized Landing Pages Optimize, Analyze, & Organize It‟s all about getting results. SIX 1. A/B Testing • To Improve Conversion Rates (Form Right vs Left, Button Color, etc.) • To Test Related Secondary Offers 2. Maintain Consistent Internal Naming Standards 3. Respect Your Visitors – Provide a Privacy Policy Link
    • 12. Northern Trail, Ultimate Guide to Camping and Other Outdoor Activities
    • 13. DIGITAL EXPERIENCE MANAGEMENT PLATFORM Ektron Application Framework C O M MARKETING OPTIMIZATION BLOGS & COMMUNITIES PERSONA MGMT CONTENT TARGETING SOCIAL PUBLISHING SEO MV TESTING M CONTENT MANAGEMENT E R C E CRM ESYNC CLOUD MANAGER EDITING AND WORKFLO W MOBILE SITE CREATION AND MGMT VISUAL PAGE LAYOUT SITE SEARCH MARKETING AUTOMATION Context Bus E SOCIAL WEB ANALYTICS SHAREPOINT VIDEO
    • 14. We Optimize Digital Strategies Improved connections Increased engagement Enhanced acquisition and retention
    • 15. Questions? Bob Canaway Vice President Marketing at Ektron @bobcanaway bob.canaway@ektron.com Melinda Cormier Demand Generation Manager at Ektron @melindacormier melinda.cormier@ektron.com www.ektron.com

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