The Business Value
of Landing Pages
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. 3 Big Benefits Of Landing Pages
2. 6 Marketing Me...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Why do we need
landing pages?
our new website
is so ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
More effort
More Resources
More content
More to mana...
So, Why The Heck Would You
Want To Use Landing Pages?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
So, Why The Heck Would You
Want To Use Landing Pages?
© i-on interactive, inc. All rights reserved • www.ioninteractive.co...
3 BIGBenefits of Landing Pages
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. Better User Experiences
2. Perfect For Lean Exper...
Better
first impressions
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
An impression
is formed in
1/20th
of a second.
Make ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A website is like a crowded room.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A landing page is a personal introduction.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Are you making the
right first impression?
• No focus...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Delivers on promise
• Visual continuity
• Highly s...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Are dropping your visitors off in
a crowded room?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Or making a personal
introduction?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
vs
c a m p a i g n
l a n d i n g
e x p e r i e n c e...
Easy
experimentation
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Most effective method for testing
value proposition…
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Low risk method to learn
• Agile experiences
• Reusa...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Social network
sign on option
increases
traditional ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Radical
innovation
test waves
results in
264% lift f...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Increased
leads, sales & revenue
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
3000% increase
in lead volume
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
July 2011 Dec 2012
350% increase
in digitally-driven...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
H i g h e r c a m p a i g n c o n v e r s i o n r a ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
6 Marketing Metrics That
Lading Pages Can Impact
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
financial
operational
strategic
tactical
CTR
Conversi...
Customer Acquisition Cost
noun
(ABBREVIATION CAC)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Th...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
CAC
Total cost
Number of customers acquired
To calcu...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
CAC
$100,000
10 customers
= $10,000
To calculate CAC...
Return on Investment
noun
(ABBREVIATION ROI)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A perfo...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
ROI = (Gain from investment - Cost of investment)
Co...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
ROI
$25,000 - $10,000
$10,000
= 150%
To calculate RO...
High ROI is dependent
on increased revenue
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Cost Per Lead
noun
(ABBREVIATION CPL)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Total cost of ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
CPL
Total cost
(spend + creative + production + host...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
CPL
$5,000 cost
100 leads
= $50
To calculate CPL, th...
Higher lead-gen efficiency
lowers CPL
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Lower CPL means
the same spend is
generating more leads
© i-on interactive, inc. All rights reserved • www.ioninteractive....
Lower CPL trickles up to
lower CAC & higher ROI
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The surest path to lower
CPL is higher conversions
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Conversion Rate
noun
(ABBREVIATION CVR)
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The percenta...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
CVR Converted visitors
Total Visitors
X 100
To calcu...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
CVR 1,000 Converted visitors
10,000 Total Visitors
T...
Conversion rate
is a tiny,
non-financial metric
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Why? Because conversion
rate doesn’t directly
translate into dollars.
And landing pages cost
money.
© i-on interactive, in...
But higher conversion rates
impact critical marketing
metrics.
© i-on interactive, inc. All rights reserved • www.ioninter...
higher conversion rates=
lower cost per lead
lower cost per customer
higher ROI
© i-on interactive, inc. All rights reserv...
a landing page can eat a
website for lunch when it
comes to conversion.
© i-on interactive, inc. All rights reserved • www...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
We help brands create effective landing pages.
90% o...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you!
@ioninteractive
info@ioninteractive.com
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The Business Value of Landing Pages

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Join Anna Talerico, ion co-founder, as she helps you understand the business value of landing pages. Learn how a strategic landing page program can drive more leads, more sales opportunities and more revenue. Plus, she'll teach you the easy math for calculating your landing page ROI.

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The Business Value of Landing Pages

  1. 1. The Business Value of Landing Pages
  2. 2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. 3 Big Benefits Of Landing Pages 2. 6 Marketing Metrics You Need To Know 3. The Math For Calculating ROI 4. Building A Business Case For Landing Pages What’s inside...
  3. 3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Why do we need landing pages? our new website is so great!
  4. 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com More effort More Resources More content More to manage Cons: Landing pages More to integrate
  5. 5. So, Why The Heck Would You Want To Use Landing Pages? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  6. 6. So, Why The Heck Would You Want To Use Landing Pages? © i-on interactive, inc. All rights reserved • www.ioninteractive.com Because they work.
  7. 7. 3 BIGBenefits of Landing Pages © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  8. 8. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Better User Experiences 2. Perfect For Lean Experimentation 3. Higher Leads, Sales & Revenue 3
  9. 9. Better first impressions © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  10. 10. © i-on interactive, inc. All rights reserved • www.ioninteractive.com An impression is formed in 1/20th of a second. Make yours count.
  11. 11. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A website is like a crowded room.
  12. 12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A landing page is a personal introduction.
  13. 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Are you making the right first impression? • No focus • Lost “scent” • No call-to-action • Crowded room
  14. 14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Delivers on promise • Visual continuity • Highly specific • Handshake
  15. 15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Are dropping your visitors off in a crowded room?
  16. 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  17. 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Or making a personal introduction?
  18. 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com vs c a m p a i g n l a n d i n g e x p e r i e n c e d e e p l i n k s i n t o w e b s i t e Personal introduction Crowded room
  19. 19. Easy experimentation © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  20. 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  21. 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Most effective method for testing value proposition…
  22. 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Low risk method to learn • Agile experiences • Reusable, disposable • Test & learn capability • Low investment • Low risk
  23. 23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Social network sign on option increases traditional form sign ups for iContact!
  24. 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Radical innovation test waves results in 264% lift for Marian University!
  25. 25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  26. 26. Increased leads, sales & revenue © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  27. 27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 3000% increase in lead volume
  28. 28. © i-on interactive, inc. All rights reserved • www.ioninteractive.com July 2011 Dec 2012 350% increase in digitally-driven revenue
  29. 29. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  30. 30. © i-on interactive, inc. All rights reserved • www.ioninteractive.com H i g h e r c a m p a i g n c o n v e r s i o n r a t e s m e a n h i g h e r l e a d v o l u m e w i t h s a m e m e d i a s p e n d
  31. 31. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  32. 32. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  33. 33. 6 Marketing Metrics That Lading Pages Can Impact © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  34. 34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com financial operational strategic tactical CTR Conversion Rate CAC ROI CPL
  35. 35. Customer Acquisition Cost noun (ABBREVIATION CAC) © i-on interactive, inc. All rights reserved • www.ioninteractive.com The total Sales and Marketing cost — includes advertising spend, salaries, commissions and bonuses, overhead — in a time period, divided by the number of new customers in that time period.
  36. 36. © i-on interactive, inc. All rights reserved • www.ioninteractive.com CAC Total cost Number of customers acquired To calculate CAC, the number of customers acquired is divided by the total S&M cost over a given time period (month, quarter, year); the result is expressed as a dollar amount.
  37. 37. © i-on interactive, inc. All rights reserved • www.ioninteractive.com CAC $100,000 10 customers = $10,000 To calculate CAC, the number of customers acquired is divided by the total S&M cost over a given time period (month, quarter, year); the result is expressed as a dollar amount.
  38. 38. Return on Investment noun (ABBREVIATION ROI) © i-on interactive, inc. All rights reserved • www.ioninteractive.com A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments.
  39. 39. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ROI = (Gain from investment - Cost of investment) Cost of investment To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio.
  40. 40. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ROI $25,000 - $10,000 $10,000 = 150% To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio.
  41. 41. High ROI is dependent on increased revenue © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  42. 42. Cost Per Lead noun (ABBREVIATION CPL) © i-on interactive, inc. All rights reserved • www.ioninteractive.com Total cost of online advertisement campaign divided by the number of leads generated. Includes all campaign costs, including advertising spend, design/creative, production and hosting fees.
  43. 43. © i-on interactive, inc. All rights reserved • www.ioninteractive.com CPL Total cost (spend + creative + production + hosting) Number of leads To calculate CPL, the total cost is divided by the number of leads generated; the result is expressed as a dollar amount.
  44. 44. © i-on interactive, inc. All rights reserved • www.ioninteractive.com CPL $5,000 cost 100 leads = $50 To calculate CPL, the total cost is divided by the number of leads generated; the result is expressed as a dollar amount.
  45. 45. Higher lead-gen efficiency lowers CPL © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  46. 46. Lower CPL means the same spend is generating more leads © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  47. 47. Lower CPL trickles up to lower CAC & higher ROI © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  48. 48. The surest path to lower CPL is higher conversions © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  49. 49. Conversion Rate noun (ABBREVIATION CVR) © i-on interactive, inc. All rights reserved • www.ioninteractive.com The percentage of visitors who take a desired action — submit a lead form, purchase a product, opt into a subscription, etc.
  50. 50. © i-on interactive, inc. All rights reserved • www.ioninteractive.com CVR Converted visitors Total Visitors X 100 To calculate conversion rate, converted visitors are divided by total visitors and multiplied by 100; the result is expressed as a percentage or a ratio.
  51. 51. © i-on interactive, inc. All rights reserved • www.ioninteractive.com CVR 1,000 Converted visitors 10,000 Total Visitors To calculate conversion rate, converted visitors are divided by total visitors and multiplied by 100; the result is expressed as a percentage or a ratio. X 100 10%
  52. 52. Conversion rate is a tiny, non-financial metric © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  53. 53. Why? Because conversion rate doesn’t directly translate into dollars. And landing pages cost money. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  54. 54. But higher conversion rates impact critical marketing metrics. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  55. 55. higher conversion rates= lower cost per lead lower cost per customer higher ROI © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  56. 56. a landing page can eat a website for lunch when it comes to conversion. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  57. 57. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We help brands create effective landing pages. 90% of our customers report positive ROI. Find out more: http://www.ioninteractive.com
  58. 58. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com
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