How to fill your funnel with high quality leads
8 Lead Generation
Landing Page Tips
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. Start with Great Content
2. Give Good Message Mat...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The way you engage with your visitors
directly impac...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Post-click optimization is where you convert
your tr...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
“Optimizing the post-click experience is the
fastest...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Compete’s research shows that companies
who focused ...
What can a company do when they focus on these 8 post-click optimization
tactics?
© i-on interactive, inc. All rights rese...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
July 2011 Dec 2012
Resulting in a….
350% increase
in...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Here’s how you can too....
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
#1 Start With Great Content
White papers, webinars, infographics & more!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What Ma...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
#2 Give Good Message Match
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your ad & landing page should be a
reflection of eac...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Irrelevant pages=low conversion
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Mismatch increases the odds that the user will
land ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
When the ad and the landing experience match,
it’s a...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
#3 Optimize Your Forms
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Are you drowning your visitors in forms?
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Feels like “work”
• Form is too long
• Long drop d...
Internally-focused forms feel like work
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Questions ar...
User-focused feel easy to complete
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Content customize...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Form length impacts potential for conversion...
Smal...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Balance quantity of form fields & quality of form da...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. What is the purpose of the form?
2. How important...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
#4 Think Beyond the Landing Page
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What lead gen landing pages
typically look like....
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Headline, sub-headline, form, button... the average ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Seductive design
• Highly relevant
• Highly valuab...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Hyper-targeted
• Highly focused
• Contextually rel...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
#5 Try Pre-conversion Segmentation
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
All respondents are not the same
Traditionally when ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Segmenting your audience on your initial landing pag...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. Make choices easy for the visitor
2. Make choices...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
#6 Keep it Simple
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Adding content to a landing page can become a slippe...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
...then all of the sudden includes 4 paragraphs of c...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
It’s the kitchen sink syndrome.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Focus
It takes a lot of editing and willpower, but l...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The Kitchen Sink
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Many calls-to-action, distracting navigation, lots o...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Don’t burden your visitors
Cluttered pages make your...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A focused page...
...tells the user what we want the...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Lots of great content to share?
Break it into digest...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
#7 Test, test and test
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Everything and anything can affect your
landing page...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
The fastest way to more leads?
Testing!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A/B Testing Multivariate Testing
• Requires more tra...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Testing an "instant quote" upsell
increased lead con...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A dedicated landing page increased leads
320% over a...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Testing a microsite against the Long Term Care produ...
© 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
#8 Stay Disposable
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your websiteExpensive
High investmentTime intensive
...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Your landing pages
Inexpensive
Disposable
Agile
Low ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. Start with Great Content
2. Give Good Message Mat...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
We help brands create high performance lead
generati...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you!
@ioninteractive
info@ioninteractive.com
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8 Lead Generation Landing Page Tips

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Eight tips for creating and testing lead generation landing pages. Learn how to fill your funnel with more high quality leads.

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  • 8 Lead Generation Landing Page Tips

    1. 1. How to fill your funnel with high quality leads 8 Lead Generation Landing Page Tips
    2. 2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Start with Great Content 2. Give Good Message Match 3. Optimize Your Form 4. Think Beyond the Landing Page 5. Try Pre-conversion Segmentation 6. Keep it Simple 7. Test, Test, Test! 8. Stay Disposable 8 Lead Generation Landing Page Tips 8
    3. 3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The way you engage with your visitors directly impacts how they engage with you.
    4. 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Post-click optimization is where you convert your traffic into leads. Click Drive traffic— SEO, PPC, display, email, social, mobile, affiliates. Post-Click Optimize for higher conversion, lower cost per acquisition. Post-Conversion Nurture leads through sale and re-market for repeat sales. 1 2 3
    5. 5. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “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
    6. 6. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Compete’s research shows that companies who focused on post-click optimization outperformed their competition by.... 5-30x
    7. 7. What can a company do when they focus on these 8 post-click optimization tactics? © i-on interactive, inc. All rights reserved • www.ioninteractive.com 3000% increased lead volume
    8. 8. © i-on interactive, inc. All rights reserved • www.ioninteractive.com July 2011 Dec 2012 Resulting in a…. 350% increase in digitally-driven revenue
    9. 9. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Here’s how you can too....
    10. 10. © i-on interactive, inc. All rights reserved • www.ioninteractive.com #1 Start With Great Content
    11. 11. White papers, webinars, infographics & more! © i-on interactive, inc. All rights reserved • www.ioninteractive.com What Makes Content Great? • Relevant • Engaging • Useful • Human • Valuable • Timely • Different
    12. 12. © i-on interactive, inc. All rights reserved • www.ioninteractive.com #2 Give Good Message Match
    13. 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Your ad & landing page should be a reflection of each other.
    14. 14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Irrelevant pages=low conversion
    15. 15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Mismatch increases the odds that the user will land and then quickly leave. • Doesn't fulfill on promise • Too much content, too little focus • No repetition of words/language from ad
    16. 16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com When the ad and the landing experience match, it’s a good thing! • Delivers on promise • Visual continuity • Highly specific • Handshake
    17. 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com #3 Optimize Your Forms
    18. 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Are you drowning your visitors in forms?
    19. 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Feels like “work” • Form is too long • Long drop down is overwhelming
    20. 20. Internally-focused forms feel like work © i-on interactive, inc. All rights reserved • www.ioninteractive.com Questions are obviously designed for the company to obtain additional information LOTS of required fields is high barrier to form completion
    21. 21. User-focused feel easy to complete © i-on interactive, inc. All rights reserved • www.ioninteractive.com Content customized based on responses Multi-step form guides user through quote process, providing relevant content along the way
    22. 22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Form length impacts potential for conversion... Small form, low barrier, more conversions Large form, high barrier to entry, fewer conversions
    23. 23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Balance quantity of form fields & quality of form data There is no right answer about form length. It’s a delicate balance between conversion quality and conversion quantity. The only way to find your right balance is through testing.
    24. 24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. What is the purpose of the form? 2. How important is lead quality? 3. Is every field on your form helping you sell more? 4. Is there another way to get the information? 5. Is the value of what you are giving commiserate with the data you are collecting? Form Questions to Consider
    25. 25. © i-on interactive, inc. All rights reserved • www.ioninteractive.com #4 Think Beyond the Landing Page
    26. 26. © i-on interactive, inc. All rights reserved • www.ioninteractive.com What lead gen landing pages typically look like....
    27. 27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Headline, sub-headline, form, button... the average landing page can be so boring.
    28. 28. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    29. 29. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Seductive design • Highly relevant • Highly valuable • Deeply engaging Lead gen landing pages don't have to be boring!
    30. 30. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Hyper-targeted • Highly focused • Contextually relevant Lead gen landing pages don't need to be "one size fits all"!
    31. 31. © i-on interactive, inc. All rights reserved • www.ioninteractive.com #5 Try Pre-conversion Segmentation
    32. 32. © i-on interactive, inc. All rights reserved • www.ioninteractive.com All respondents are not the same Traditionally when we think of segmentation we think of asking some questions on a form. What industry? What role? What need? It's very clear to the user that this is in your best interest, not theirs.
    33. 33. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Segmenting your audience on your initial landing page is an easier way to gather the same information without creating form hurdles. Do I need closet organization? Or room organization? Need based segmentation
    34. 34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Make choices easy for the visitor 2. Make choices obviously clickable 3. Make every subsequent page relevant to what they clicked 4. Make the most of the data you collect, pushing it into your CRM or marketing automation Segmentation should help (both you and your visitors)
    35. 35. © i-on interactive, inc. All rights reserved • www.ioninteractive.com #6 Keep it Simple
    36. 36. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Adding content to a landing page can become a slippery slope. What starts as a simple page…
    37. 37. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ...then all of the sudden includes 4 paragraphs of copy, bullets, a long form, social links, a product shot...and the list goes on.
    38. 38. © i-on interactive, inc. All rights reserved • www.ioninteractive.com It’s the kitchen sink syndrome.
    39. 39. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Focus It takes a lot of editing and willpower, but limit your landing page content to the essentials.
    40. 40. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The Kitchen Sink
    41. 41. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Many calls-to-action, distracting navigation, lots of friction.
    42. 42. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Don’t burden your visitors Cluttered pages make your visitors work to find what they’re interested in.
    43. 43. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A focused page... ...tells the user what we want them to do and why.
    44. 44. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Lots of great content to share? Break it into digestible chunks across multiple pages
    45. 45. © i-on interactive, inc. All rights reserved • www.ioninteractive.com #7 Test, test and test
    46. 46. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Everything and anything can affect your landing page’s conversion rate Trivial Contextual Tactical Strategic ✓Copy ✓Colors ✓Images ✓Message match ✓Competition ✓Seasonal ✓Offer ✓Flow ✓Format ✓Design ✓Segmentation ✓Branding ✓Messaging
    47. 47. © i-on interactive, inc. All rights reserved • www.ioninteractive.com The fastest way to more leads? Testing!
    48. 48. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A/B Testing Multivariate Testing • Requires more traffic • Can test more combinations • Variations of fixed elements • Need independent elements • Usually limited to a page • Requires less traffic • Tests fewer variations • Apples-and-oranges tests • Dependent elements okay • Can test multi-page paths The differences between A/B & MVT
    49. 49. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Testing an "instant quote" upsell increased lead conversion rate over 110%
    50. 50. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A dedicated landing page increased leads 320% over a deep link within Dell.com
    51. 51. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Testing a microsite against the Long Term Care product page within Genworth.com, increased leads over 700%
    52. 52. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Radical innovation test waves results in 264% lift for Marian University!
    53. 53. © i-on interactive, inc. All rights reserved • www.ioninteractive.com #8 Stay Disposable
    54. 54. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Your websiteExpensive High investmentTime intensive Inflexible
    55. 55. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Your landing pages Inexpensive Disposable Agile Low investment Easy to trash
    56. 56. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Start with Great Content 2. Give Good Message Match 3. Optimize Your Form 4. Think Beyond the Landing Page 5. Try Pre-conversion Segmentation 6. Keep it Simple 7. Test, Test, Test! 8. Stay Disposable 8 Lead Generation Landing Page Tips 8
    57. 57. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We help brands create high performance lead generation 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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