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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 …

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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  • 1. The Business Value of Landing Pages
  • 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Why do we need landing pages? our new website is so great!
  • 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. So, Why The Heck Would You Want To Use Landing Pages? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 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. 3 BIGBenefits of Landing Pages © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 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. Better first impressions © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A website is like a crowded room.
  • 12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A landing page is a personal introduction.
  • 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Delivers on promise • Visual continuity • Highly specific • Handshake
  • 15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Are dropping your visitors off in a crowded room?
  • 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Or making a personal introduction?
  • 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. Easy experimentation © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Most effective method for testing value proposition…
  • 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Social network sign on option increases traditional form sign ups for iContact!
  • 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Radical innovation test waves results in 264% lift for Marian University!
  • 25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 26. Increased leads, sales & revenue © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 3000% increase in lead volume
  • 28. © i-on interactive, inc. All rights reserved • www.ioninteractive.com July 2011 Dec 2012 350% increase in digitally-driven revenue
  • 29. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 32. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 33. 6 Marketing Metrics That Lading Pages Can Impact © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com financial operational strategic tactical CTR Conversion Rate CAC ROI CPL
  • 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. © 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. © 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. 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. © 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. © 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. High ROI is dependent on increased revenue © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 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. © 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. © 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. Higher lead-gen efficiency lowers CPL © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 46. Lower CPL means the same spend is generating more leads © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 47. Lower CPL trickles up to lower CAC & higher ROI © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 48. The surest path to lower CPL is higher conversions © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 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. © 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. © 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. Conversion rate is a tiny, non-financial metric © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 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. But higher conversion rates impact critical marketing metrics. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  • 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. 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. © 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. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com