S5:


    B2B Landing Pages

 Howard Kaplan         Scott Brinker
  FutureNow            ion interactive
 @howardkaplan   ...
B2B Landing Page 101
B2B Landing Pages

             Take an action
B2B Landing Pages

             Take an action
B2B Landing Pages

         Fill out a lead form
B2B Landing Pages

         Fill out a lead form
B2B Landing Pages

            Link to information
B2B Landing Pages

            Link to information
Where They “Fall” Out
Landing Page 101
Landing Pages are from Mars
Secret to Conversion
Clicks Are People!



  For you to achieve your goals,
  your visitors must achieve their
  goals first.
Conversion
a reflection of your
customers' satisfaction
          Text
           Text
a reflection of your
customers' satisfaction
           Text
            Text


(and your effectiveness)
Customer’s Arc
Matching Arc’s
Matching Arc’s




       Structural Integrity
Matching Arc’s



   Persuasive Momentum



       Structural Integrity
Structure
Logo        Template elements           Design Elements
Headline
UVP                                     1. Logo / identit...
Beware of Best Practices
•Technology




•Navigation,
 or lack thereof



•Keep it simple (or relevant?)
Beware of Best Practices
•Technology




•Navigation,
 or lack thereof



•Keep it simple (or relevant?)
Beware of Best Practices
•Technology




•Navigation,
 or lack thereof



•Keep it simple (or relevant?)
Almost any question can be
answered, cheaply, quickly
and to conclusion by a test
campaign.    Text



       -Claude C. H...
5 “Structural” Tips
• Product Images Tell A Story
• Test Your Forms & Copy
• Trust, Rapport & Point of Action Assurances
•...
Tip 1: “Product” Images Are Persuasive
Tip 1: “Product” Images Are Persuasive
Tip 1: “Product” Images Are Persuasive
Follow the Eyes
Follow the Eyes
Pretty Face & Impact
Tip 2: Forms & Copy (+200%)
Tip 3: Point of Action & Confidence
Tip 4: Call to ACTION

 •Wording
 •Color
 •Size
 •Shape
 •Style
 •Icon
 •Location
Tip 5: Cart or Horse?
Momentum
Matching Arc’s




       Structural Integrity
Matching Arc’s



   Persuasive Momentum



       Structural Integrity
Reconsidering Conversion
                              Conversion
                          X   Point




Entry
        X
...
How “we” buy
                           Conversion
                       X     Point




Entry
        X
Point
WIIFM?

I)   Who are we trying to persuade?

II) What   action do we want her to take?

III) What information does she nee...
Common Sense “Segmentation”
Common Sense “Segmentation”
Stages of the Buying Process
• corporate email



• hosted exchange server



• hosted exchange server
  pricing
Get Started: Map the Buying Process

FutureNow buying process map

                                              Early    ...
People are different... but modelable
People are different... but modelable
People are different... but modelable
People are different... but modelable
People are different... but modelable
Adding Personas


                           People behave
                           differently, and according
         ...
Would You Like a Roadmap for LeadGen?


     Howard Kaplan
     FutureNow, Inc.
     1-877-643-7244
howardk@futurenowinc.c...
Conversion Confererence - B2B Landing Pages - FutureNow & Ion Interactive
Conversion Confererence - B2B Landing Pages - FutureNow & Ion Interactive
Conversion Confererence - B2B Landing Pages - FutureNow & Ion Interactive
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Conversion Confererence - B2B Landing Pages - FutureNow & Ion Interactive

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Conversion Confererence - B2B Landing Pages - FutureNow & Ion Interactive

  1. 1. S5: B2B Landing Pages Howard Kaplan Scott Brinker FutureNow ion interactive @howardkaplan @chiefmartec #ConvCon #b2bCRO
  2. 2. B2B Landing Page 101
  3. 3. B2B Landing Pages Take an action
  4. 4. B2B Landing Pages Take an action
  5. 5. B2B Landing Pages Fill out a lead form
  6. 6. B2B Landing Pages Fill out a lead form
  7. 7. B2B Landing Pages Link to information
  8. 8. B2B Landing Pages Link to information
  9. 9. Where They “Fall” Out
  10. 10. Landing Page 101
  11. 11. Landing Pages are from Mars
  12. 12. Secret to Conversion
  13. 13. Clicks Are People! For you to achieve your goals, your visitors must achieve their goals first.
  14. 14. Conversion
  15. 15. a reflection of your customers' satisfaction Text Text
  16. 16. a reflection of your customers' satisfaction Text Text (and your effectiveness)
  17. 17. Customer’s Arc
  18. 18. Matching Arc’s
  19. 19. Matching Arc’s Structural Integrity
  20. 20. Matching Arc’s Persuasive Momentum Structural Integrity
  21. 21. Structure
  22. 22. Logo Template elements Design Elements Headline UVP 1. Logo / identity Call to 2. Unique value proposition Action 3. Headline 4. Offer Product Presentation 5. Call to Action 6. Product Presentation / copy 7. Links to more information Confidence 8. Contact info / template building Offer Links to More Information
  23. 23. Beware of Best Practices •Technology •Navigation, or lack thereof •Keep it simple (or relevant?)
  24. 24. Beware of Best Practices •Technology •Navigation, or lack thereof •Keep it simple (or relevant?)
  25. 25. Beware of Best Practices •Technology •Navigation, or lack thereof •Keep it simple (or relevant?)
  26. 26. Almost any question can be answered, cheaply, quickly and to conclusion by a test campaign. Text -Claude C. Hopkins, 1923
  27. 27. 5 “Structural” Tips • Product Images Tell A Story • Test Your Forms & Copy • Trust, Rapport & Point of Action Assurances • Calls to Action - Get Them to Click • You have to get the lead to score it
  28. 28. Tip 1: “Product” Images Are Persuasive
  29. 29. Tip 1: “Product” Images Are Persuasive
  30. 30. Tip 1: “Product” Images Are Persuasive
  31. 31. Follow the Eyes
  32. 32. Follow the Eyes
  33. 33. Pretty Face & Impact
  34. 34. Tip 2: Forms & Copy (+200%)
  35. 35. Tip 3: Point of Action & Confidence
  36. 36. Tip 4: Call to ACTION •Wording •Color •Size •Shape •Style •Icon •Location
  37. 37. Tip 5: Cart or Horse?
  38. 38. Momentum
  39. 39. Matching Arc’s Structural Integrity
  40. 40. Matching Arc’s Persuasive Momentum Structural Integrity
  41. 41. Reconsidering Conversion Conversion X Point Entry X Point
  42. 42. How “we” buy Conversion X Point Entry X Point
  43. 43. WIIFM? I) Who are we trying to persuade? II) What action do we want her to take? III) What information does she need to feel confident taking the action?
  44. 44. Common Sense “Segmentation”
  45. 45. Common Sense “Segmentation”
  46. 46. Stages of the Buying Process • corporate email • hosted exchange server • hosted exchange server pricing
  47. 47. Get Started: Map the Buying Process FutureNow buying process map Early Middle Late What is Conv Rate Optimization Why FutureNow? How much does it cost, for me? (CRO)? Questions Who else have you worked with? What’s the ROI look like? (should be primary) Is it right for my situation? What’s your reputation? What other costs will I have to incur? Will it address my pain? How? What’s needed on my end? (primary driver in bold) Why is it better than buying traffic, or What does the process look like, B to E? doing latest craze (i.e. twitter)? Broad: CRO Branded/ Bryan Eisenberg Branded: FutureNow OnTarget improve website conversion reputation: Grokdotcom improve website ROI Keywords Intent: search on their problems, not Intent: search on their perceived Intent: believe we’re the best to help on potential solutions; Need education/ solutions (I need help with SEO, etc.); them (based on fan status or reputation) but (intent) nurturing on value of conversion opt. believe we have those sol’n (which is why confused as to how the process would work, they visit) but need to know why us instead what the costs would be, etc. of others Conversion improvements long-lasting, FN is the *original* CRO firm; Wrote We size you based on your capacity to traffic generation fleeting (once you turn “the” book on conversion; execute- no point in giving recs you can Content to off the $$, the traffic goes away); 3 strategic anchors (data driven, cust implement; Address Conversion improvements make all other centric, contin imp) Model ROI based on 25 - 100% lifts efforts “better” (ROI ++ in all channels) Case studies (answers ROI ? for late too) 3 step process ensures ROI happens timely For us, landing pages as well as keywords are likely to tie back to Grok posts; Could we write Grok articles in categories? (early, middle, late?) Landing Pages For now, add 3 display ads, and 3 call to action links within top traffic driving posts w/in ea stage Conversion Primary: dload “nurture” content Primary: engage ROI calculator Primary: Fill out lead form / call Events Secondary: Fill out online lead form Secondary: Fill out lead form / call
  48. 48. People are different... but modelable
  49. 49. People are different... but modelable
  50. 50. People are different... but modelable
  51. 51. People are different... but modelable
  52. 52. People are different... but modelable
  53. 53. Adding Personas People behave differently, and according to their preferences These preferences can be modeled & planned for
  54. 54. Would You Like a Roadmap for LeadGen? Howard Kaplan FutureNow, Inc. 1-877-643-7244 howardk@futurenowinc.com Blog: www.GrokDotCom.com

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