Landing page strategy - Launch Your Response Rates into the Stratosphere!
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A great description of why, what and how you want to use a Landing Pages and Confirmation in your marketing mix
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Landing page strategy - Launch Your Response Rates into the Stratosphere!
- 2. Landing Pages are just deeper website pages Process is complicated, splintered and inefficient No consistent brand treatments Pages are not designed by source, product, and topic Tempates are Non Responsive and limited in scope No Attention to LP Best Practices Email and Landing pages are treated seperately Not optimized for test and learn Limited use of Post Conversion Pages Where Do We Stand Today
- 3. Process gives more control to NAM -Easy to Use GUI Interface for customizing a library of templates Tracking Dashboard Marcom Designed and Approved Relavant Templates will be source and goals Responsive are easily customizable Control Templates were designed with Best Practices in mind Testing variant options optimize creative, offers, and copy. Confirmation/Thank You pages to extend goals The New Strategy Will be?
- 4. 1. to capture leads for the sales funnel 2. to “warm up” potential customers (nuture) 3. Best Practice for Usability 4. Brand Consistency 5. Speed and Flexibility for NAM Landing Page Purpose
- 5. 1. Mapping Responses: 2. Setting Goals 3. SEO 4. Mapping Conversions 5. Engagement Confirmation Page Purpose
- 6. Take the 5 Second Test “On average you have 5 seconds to capture the attention of the visitor to make them want to spend more time on your website” Where Are We Now?
- 7. Landing Pages Are Not Web Sites! Let’s learn a little about the psychologically of Landing Page Design and What Elements are Must Haves.
- 8. Homepage General Brand rich Loaded with Links Designed for Exploration Easy Way To Look At It…. Landing Page One Purpose Brand poor/Goal rich Links are Leaks Designed for Speed
- 9. 1. Your Unique Selling Proposition a)The main headline b)A supporting headline c) A reinforcement statement d)A closing argument 2. The hero shot (images/video showing context of use) Must-Have Elements There are 5 must-have core elements on any landing page: 3. The benefits of your offering a) A bullet point list summary of benefits b) Benefit and features in detai 4. Social proof (I’ll have what she’s having) 5. A single conversion goal – your Call-To-Action (with or without a form)
- 10. On Site Form The USP can be broken down into 4 page elements, which collectively tell the story of your offering throughout the landing page: 1. The main headline 2. The supporting subhead 3. The reinforcement statement 4. The closing argument
- 11. Click Thru Page The USP can be broken down into 4 page elements, which collectively tell the story of your offering throughout the landing page: 1. The main headline 2. The supporting subhead 3. The reinforcement statement 4. The closing argument
- 12. We Got them!!! Now What?
- 13. Post-Conversion Landing Page Strategy
- 14. Take advantage of that magic moment directly after the customer says “Yes, I like you – Now What’s Next?” Use it for: 1. Soft Sell Opportunity 2. Chance to Exceed expectations 3. Give the more Details 4. Guide them to the goal The Confirmation Page
- 15. The Confirmation Page should match the style of the Landing page. • Builds Confidence in Offer • Continues the Brand Experience Highly Suggestible state…we should take advantage of this! “Their hands are already in the air, why not take another shot at ‘em!” Post-Conversion Landing Page Strategy
- 16. Goal of lead gen page Confirmation page action Subscribe to a blog/newsletter Subscribe to a related partner blog/newsletter as a co-marketing camp Register for a webinar Download related ebook/whitepaper ,print event detail, invite colleague Request a sales callback Present frequently asked questions to inform the lead prior to the call Request a product demo Exclusive offers such as no setup fees, discounts, Checklists Live event registration PDF downloads of event program, menu, and local amenities Product launch notification signup Follow on social channels for updates and early access, early discounts Confirmation Page Goals
- 17. Embed Pardot Code How are we going to track?
- 18. “Combine the two most powerful 1-to-1 communication tools a marketer has – email and landing pages” Tim Shrank, Carnagie School of Business. Message Match
- 19. Click-through landing pages Click-through pages (sometimes called jump pages) are designed as a conduit between a marketing ad and it’s final destination. The goal of a click-through page is to “warm-up” the visitor to the product/service you are trying to sell. Commonly used for ecommerce, click- through pages provide enough information to inform the buyer, making them ready to purchase, before pushing them further down the funnel – probably to a shopping cart or checkout.
- 20. The Toys
- 21. Wireframe Mockups Webinar emails Blogs, Articles, White Papers Teacher CF Engagement Admin Luncheons or Breakfasts Conference Updates/ Announcements Product Announcements Product Specials New Thank you pages for LP and Registration Types of Templates Landing Page Choices
- 23. Easy To Use Drag n Drop Editor
- 24. Library of Templates to Choose From
- 25. Pick The Template That Works Best
- 26. Plug n Play Hot Swappable Elements Social Sharing Options Testimonial Blocks Call To Action’s Video Promethean Images Modals for Pre Sale Forms Thank You Repository
- 27. How Others Use Them?
- 28. See Some Ideas
- 29. Wireframes
- 31. Promethean Templates and Resources www.prometheantemplates.com Password: promethean1150
- 32. Testing
- 33. Sample A/B Testing A B Typically you can test one element at a time and drive 5% -90% of traffic to test it against your control version. Here is an actual test where we tested the use of a video intro against a static version for TBYB.
- 34. Unbounce Tracking B B A A We can easily test a new variant to any percentage you want of the audience. Tool automatically picks winner and send 100% of traffic at a 95% confidence level
- 35. The Results! We’ll analyze the winning variant And dynamically promote it to the control in real-time.
- 36. Things can test: Testimonials Call To Action’s Video Images Forms/Fiel ds Thank You Pages Colors Layouts Download or view whitepaper/ebook
- 37. Landing Page Presentation PowerPoint Presentation https://www.dropbox.com/s/dhwrdiunjagu6ep/Landing%20Page%20Strategy.pptx?dl=1 Multimedia Presentation – Landing Page Strategy https://prezi.com/i1rrel9iweav/landing-page-strategy/
Editor's Notes
- to capture leads that enable us to market to people in the future to “warm up” potential customers to the product we are trying to sell to them before sending them further into our sales funnel
- Confirmation pages are an underutilized place to get more from your lead/customer. The reason it’s such a valuable place to interact with these people is that they can be considered very “warm” given that they just completed your intended conversion goal – meaning they are looking at what you have to offer in a favourable light. So what can you put on your confirmation page to further your relationship? While working on a landing page for a client, I saw that the main call-to-action – a form, did not show a “thank you” response page when the form was submitted. It simply displayed a message that I almost missed at the bottom of the form that read, “Thanks, we will get back to you soon”. What I had in mind was something different. Here, in my opinion, are five reasons why “thank you” response pages make horse sense on your website: 1. Mapping Responses: A “thank you” page helps in response mapping in your own databases. It’s also helpful to quickly see in Google Analytics and other website tracking software, if it’s the “next” page in navigation, to pinpoint how much action is being taken by visitors on your landing page. 2. Setting Goals: You can easily set goals in Google Analytics and other web tracking software with a “thank you” response page. 3. SEO: If there’s no “thank you” page after a form, then action taken by visitors will not show as a “next page” response in Google Analytics and will show an “exit” instead if visitors leave the web site after submitting the form. That’s important for SEO as “Next page” responses show visitor engagement and increase time spent on site, and that’s reason enough to believe that these are factored-in in Google ranking algorithms. 4. Mapping Conversions: A thank you page is required to see conversions when you are running a Google Adwords campaign. You need to place the Adwords conversion script on the page that comes next, after visitors take expected action. Google Adwords can only map a conversion when a user clicks on an ad, lands on the landing page, takes action and lands on the “thank you” response page. When the conversion script is activated on the response page, the loop is completed and it registers as a conversion in Adwords. This is very important to optimize and increase your Google Adwords’ campaign quality score especially when you are running your campaign on CPA (cost per acquisition) bids. The more the conversions from the clicks in your campaign, the higher goes the quality score and lower go your costs per conversion. It’s a win situation all around – your campaign, your leads, your money. 5. Engagement: “Thank you” pages are an element of expected usability that help visitors understand that their action has been registered. Most importantly, from a conversion perspective, they can be used to take visitors to logical next steps and can also help in cross-selling and up-selling. This helps in furthering engagement on the website that in turn triggers the 3rd point above – SEO, and helps your website get stronger in SERPs.
- If you compare a homepage vs. a landing page you can see why landing pages are so important to your marketing’s success. Your homepage is designed with a more general purpose in mind. It speaks to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site. It’s designed to encourage exploration. Your landing pages are designed for one purpose only. Think of the links on your page as leaks. Each link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate.
- The USP can be broken down into 4 page elements, which collectively tell the story of your offering throughout the landing page: The main headline The supporting subhead The reinforcement statement The closing argument 1A. The main headline Your headline is the very first thing that people will see and read. It’s critical that it very clearly describes what a visitor will get from the page (its goal) and that the message match is strong enough to show the visitor that they are in the right place. 1B. The supporting headline Your headline can only say so much if you want to keep it succinct and easily digestible. The best way to keep your headline short and sweet is to add a supporting headline. This can be used in two different ways: As a direct extension of the headline, where it follows the primary headline in such a way that it’s like finishing a sentence. To extend the message by applying an additional persuasive message to support the primary one.
- The instant after a customer completes your conversion goal (clicks your call to action link or button) is a time for celebration. After all, you’ve just made a sale, got a lead or added a follower. It’s also one of the most underutilized interaction points in the marketing funnel. Post-conversion actions to suggest to your customers Buy a similar product. Download a free whitepaper. Follow you on Twitter/Facebook etc. Visit this page of interesting and related content.
- The opportunity for more subtle follow-up marketing: keeping people within the sphere of marketing influence if they follow or share on social media. The opportunity to exceed expectations: differentiate by being the best. Surprise people with a bonus extra offer or content download. The chance to offer info/advice that would have crowded your landing page: if you wanted to convey a message that wasn’t appropriate for your landing page (as you were rightfully keeping it focused on a single message), you now have the opportunity to do so. The chance to offer a guided experience: most people like direction. Offer a suggestion of what to do next.
- Confirmation pages are an underutilized place to get more from your lead/customer. The reason it’s such a valuable place to interact with these people is that they can be considered very “warm” given that they just completed your intended conversion goal – meaning they are looking at what you have to offer in a favorable light.