Landing Pages for Lead Generation

Today’s keys for lead generation success:‣ The case for landing pages‣ Message match‣ Forms!‣ Think outside the box‣ Preconversion segmentation‣ The pitch‣ Keep it simple‣ Test, test and then test some more‣ Disposability © i-on interactive, inc. All rights reserved. Watch the live webinar

Landing pages help convince your post-click traffic to convert into leads. 1 2 3 Click Post-Click Post-Conversion Drive traffic— Optimize for Nurture leads SEO, PPC, higher through sale and display, email, conversion, lower re-market for social, mobile, cost per repeat sales. affiliates. acquisition. © i-on interactive, inc. All rights reserved. Watch the live webinar

“Optimizing the post-click experience is the fastest way to boost ROI...” Miro Kazakoff, Compete Research Post-Click Optimization leads to: Higher conversions Lower cost per acquisition More efficient media © i-on interactive, inc. All rights reserved. Watch the live webinar

Your ad & landing page should be a reflection of each other.The clicks you have control over are the ones where you arecreating and placing the message. These programs can beimproved through post-click marketing practices. © i-on interactive, inc. All rights reserved. Read more about ion

Mismatch increases the odds that the user will land and then quickly leave.Banner ad says “take control with a unified IP contact center” and promises a free white paper. This page however is about the Tyranny of CTI, and offers a white paper. What happened to taking control with a unified IP contact center? © i-on interactive, inc. All rights reserved. Watch the live webinar

Give the gorilla the banana.If a gorilla walked into your office, and you had a banana on yourdesk, you’d probably hand it right over. The visitor is the gorilla.Give them want they want, right away. © i-on interactive, inc. All rights reserved. Read more about ion

Are you drowning your visitors in forms?Forms are necessary to generate leads online. To us asmarketers, a form represents a way to capture contact data.But to visitors... © i-on interactive, inc. All rights reserved. Watch the live webinar

It’s common for B2B lead gen forms to include questions forname, email, title, company, etc. But its important to avoid goingcrazy... © i-on interactive, inc. All rights reserved. Watch the live webinar

... this form was so long it took three screen shots. This form is inthe company’s best interest, but what about the user? This ismaking them jump through a lot of hoops. © i-on interactive, inc. All rights reserved. Watch the live webinar

Streamline your forms as much as possible- it will probably takeseveral meetings and conversations with sales, but it will havegreat results. This simple contact form is from an ion landingpage that converts at over 10%. © i-on interactive, inc. All rights reserved. Watch the live webinar

Balance quality & quantityThere is no right answer about form length: it’s a delicate balancebetween conversion quality and conversion quantity. The onlyway to find your right balance is through testing. © i-on interactive, inc. All rights reserved. Watch the live webinar

If you truly need a long form- break it up.A single form field on the first page visually gives the impressionof a very low hurdle and it increases the odds of someone startingthe form. Once they start, they are more likely to complete it. © i-on interactive, inc. All rights reserved. Watch the live webinar

QUESTIONS TO CONSIDER ABOUT YOURFORMS...1.What is the purpose of the form?2.How important is lead quality, really?3.Is every field on your form helpingyou sell more?4.Is there another way to get theinformation?5.Is the value of what you are givingcommiserate with the data you arecollecting? © i-on interactive, inc. All rights reserved. Watch the live webinar

Average lead gen pages will get you average results. It’s nowonder that Marketing Sherpa’s stats reveal that the averagelanding page conversion rate is © i-on interactive, inc. All rights reserved. 3.84% Read more about ion

All respondents are not the sameTraditionally when we think of segmentation we think of askingsome questions on a form. When you put questions in your formsto try to find our who the visitor is- what industry, where in thebuying cycle, etc. - it’s very clear to the user that this is in yourbest interest, not theirs. © i-on interactive, inc. All rights reserved. Watch the live webinar

SEGMENTATION NOTES...1.Segmentation should help visitors &you2.Seek extremely low bounce rateson segmentation pages (20-30%bounce)3.Make every subsequent pagerelevant to initial segmentation4.Push the segmentation data to yourCRM/SFA © i-on interactive, inc. All rights reserved. Watch the live webinar

The offer here was probably very clear to the marketer who wroteit, but its not very clear or compelling to the user reading it. Thisreads like a press release headline, not a sales pitch. Make yourusers want it. © i-on interactive, inc. All rights reserved. Watch the live webinar

YOUR PITCH...1.It’s not just a strong headline and avalue proposition2.Every element on the page shouldsupport your offer & position3.Make it sizzle and jump off the page! © i-on interactive, inc. All rights reserved. Watch the live webinar

VSAdding content to a landing page can become a slippery slope.What starts as a simple page all of the sudden includes 5paragraphs of copy, bullets, a long form, a logo, a tagline, aproduct shot... and the list goes on. We call it the kitchen sinksyndrome. © i-on interactive, inc. All rights reserved. Watch the live webinar

Every click has to land somewhere FocusIt takes a lot of editing and willpower, but limit your landing pagecontent to the essentials. © i-on interactive, inc. All rights reserved. Watch the live webinar

But if you look at it in terms of focus points, it looks a little different.It’s not clear where the user should focus or what you want them todo. © i-on interactive, inc. All rights reserved. Watch the live webinar

Don’t burden your visitorsCluttered pages make your visitors work to find what they areinterested in. Make it easy for them to convert. © i-on interactive, inc. All rights reserved. Watch the live webinar

A Focused PageIt still has a lot of content, but there are only two areas of focus. It’s avery clear page - it tells the user what we want them to do and why. © i-on interactive, inc. All rights reserved. Watch the live webinar

Everything and anything can affect your landing page’s conversion rate Trivial Contextual Tactical Strategic✓Copy ✓Message match ✓Offer ✓Segmentation✓Colors ✓Competition ✓Flow ✓Branding✓Images ✓Seasonal ✓Format ✓Messaging ✓Design © i-on interactive, inc. All rights reserved. Read more about ion

A/B A BIn a split, or an A/B test, traffic would be spilt across these two differentlanding pages. So half of the traffic will go to A and the other half to B.The page the has the most form conversions is then the most effective. © i-on interactive, inc. All rights reserved. Watch the live webinar

MVTMultivariate testing, or MVT, is when you test many elements within apage. For example, several versions of a headline and a coupledifferent page images. Think of it as testing lots of different fruits onthe shelf to see which combinations of fruit sell the most. © i-on interactive, inc. All rights reserved. Watch the live webinar

10 Images 10 headlines 10 form buttonsWith MVT you might have one page on which you are testing severaldifferent versions of elements on the page. So you have a ton ofcombinations and as traffic is coming to the page on of thecombinations is served up. © i-on interactive, inc. All rights reserved. Watch the live webinar

Innovate to find a championThe best way to innovate is to use A/B testing- testing an apple againstan orange. Try a microsite against a landing page or your product pageversus a campaign-specific page to learn what works on a macro level.The winner lifts conversions, and the why isn’t important. © i-on interactive, inc. All rights reserved. Watch the live webinar

Iterate your championOnce you find your champion, it’s time to move into an iterative testwave where you test variations of the winner to further lift results.So if the apple won, it’s time to test different versions of the apple. Usemultivariate testing to test different headlines, bullets, buttons, calls toaction, etc. © i-on interactive, inc. All rights reserved. Watch the live webinar

Your landing pagesTesting is one of the most important things you can do in your post-click campaign management. But the very nature of testing meansthat we can’t get too invested in what we are testing- we can’t put toomuch into them from a time and budget perspective. © i-on interactive, inc. All rights reserved. Read more about ion

An ongoing approach to optimization gets resultsThe best performing post-click marketing campaigns use a cycle of continual testing, with landing page innovations and iterations, to increase conversions.Anthem combines regionally focused optimization with an ongoing approach for a steady increase in conversions and lead volume. Conversion graph shows 18 month testing period. © i-on interactive, inc. All rights reserved. Watch the live webinar

Landing pages for lead generation1.Landing pages—lots of them2.Message match3.Check your forms4.Think beyond the page5.Use pre-conversion segmentation6.Remember to pitch!7.Simplify your pages8.Test9.Stay disposable © i-on interactive, inc. All rights reserved. Watch the live webinar

THANK YOUWe’d love to connect to help you assess yourpost-click marketing opportunities.info@ioninteractive.comTo watch a recorded version of this webinar or toshare it with a colleague, click here. © i-on interactive, inc. All rights reserved. Watch the live webinar

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Landing Pages for Lead Generation

by ion interactive, inc. on Aug 22, 2011

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Landing Pages for Lead Generation — Presentation Transcript