Op#fy	  Best	  Prac#ces	  LANDING	  PAGES	  
Agenda	   •         What	  is	  a	  Landing	  Page?	   •         Why	  Landing	  Pages	  are	  so	  important?	   •       ...
What’s	  a	  Landing	  Page?	   •  “Landing	  pages	  are	  specific	  pages	  designed	  to	  make	  a	      prospec3ve	  ...
What’s	  a	  Landing	  Page?	   •  “In	  online	  marke3ng	  a	  landing	  page,	  some3mes	  known	      as	  a	  lead	  ...
What’s	  a	  Landing	  Page?	   •  “(Landing	  pages)	  Pages	  that	  are	  op3mized	  and	  very	      targeted	  toward...
What’s	  a	  Landing	  Page?	   •  “(Landing	  pages)	  Are	  specific	  pages	  bound	  to	  aJract	      poten3al	  custo...
What’s	  a	  Landing	  Page?	   •  “The	  specific	  web	  page	  that	  a	  visitor	  ul3mately	  reaches	      aMer	  cli...
What’s	  a	  Landing	  Page?	   •  “The	  page	  or	  view	  to	  which	  a	  user	  is	  directed	  when	  they	      cli...
What’s	  a	  Landing	  Page?	   •  “The	  page	  a	  visitor	  arrives	  at	  when	  clicking	  through	  to	  a	      sit...
What’s	  a	  Landing	  Page?	   •  “A	  Landing	  Page	  is	  a	  content	  page	  on	  a	  website	  to	  which	      tra...
What’s	  a	  Landing	  Page?	   •  “Web	  page	  that	  is	  reached	  when	  a	  link	  is	  clicked,	      specifically	 ...
What’s	  a	  Landing	  Page?	   •  “The	  landing	  page	  is	  the	  page	  on	  which	  a	  visitor	  “lands”	      aMer...
Why	  Landing	  Pages	  are	  so	  important?	                                                 Set	  goals	  and	         ...
Why	  Landing	  Pages	  are	  so	  important?	                                                 Set	  goals	  and	         ...
The	  core	  of	  every	  lead	  genera#on	  campaign	                                                                    ...
Landing	  Page	  purposes	   •  Primary	  goal:	  Convert	  visitors	  to	  leads	   •  Secondary	  goals:	               ...
Example:	  promo#ng	  a	  white	  paper	   •  The	  offer:	  White	  paper	  with	  #ps	  for	  crea#ng	  an	  effec#ve	  la...
Setup	  &	  Execute	  Campaign:	  Bill	  of	  Materials	  (BoM)	                                  §  “10	  Tips	  for	  C...
Execute	  Campaign	  	  Page	  19	                   Confiden#al	  
Crea#ng	  the	  pages	                   OPTIFY	  DEMO	  Page	  20	                          Confiden#al	  
10	  Tips	  for	  Crea#ng	  an	  Effec#ve	  Landing	  Page	   	   Clear	  and	  emphasized	  call	  to	  ac#on	   1. Page	 ...
10	  Tips	  for	  Crea#ng	  an	  Effec#ve	  Landing	  Page	   	   Clear	  and	  emphasized	  call	  to	  ac#on	   1.  2.  K...
10	  Tips	  for	  Crea#ng	  an	  Effec#ve	  Landing	  Page	   	   Clear	  and	  emphasized	  call	  to	  ac#on	   1.  2.  K...
10	  Tips	  for	  Crea#ng	  an	  Effec#ve	  Landing	  Page	   	   Clear	  and	  emphasized	  call	  to	  ac#on	   1.  2.  K...
10	  Tips	  for	  Crea#ng	  an	  Effec#ve	  Landing	  Page	   	   Clear	  and	  emphasized	  call	  to	  ac#on	   1.  2.   ...
10	  Tips	  for	  Crea#ng	  an	  Effec#ve	  Landing	  Page	   	   1.  Clear	  and	  emphasized	  call	  to	  ac#on	   2.   ...
10	  Tips	  for	  Crea#ng	  an	  Effec#ve	  Landing	  Page	   	   Clear	  and	  emphasized	  call	  to	  ac#on	   1.  2.   ...
10	  Tips	  for	  Crea#ng	  an	  Effec#ve	  Landing	  Page	   	                           1.    Clear	  and	  emphasized	  ...
10	  Tips	  for	  Crea#ng	  an	  Effec#ve	  Landing	  Page	   	   Clear	  and	  emphasized	  call	  to	  ac#on	   1.  2.   ...
10	  Tips	  for	  Crea#ng	  an	  Effec#ve	  Landing	  Page	   	   Clear	  and	  emphasized	  call	  to	  ac#on	   1.  2.   ...
10	  Tips	  for	  Crea#ng	  an	  Effec#ve	  Landing	  Page	   	   Clear	  and	  emphasized	  call	  to	  ac#on	   1.  2.   ...
Addi#onal	  Resources	   •  Op#fy	  B2B	  Lead	  Genera#on	  Blog	  -­‐	      hgp://www.op#fy.net/lead-­‐genera#on-­‐soqwa...
uri@op#fy.net	                   ®                       	  	  	  	  	  	  @uribarjoseph	  	                         	  	 ...
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Optify best practices: landing pages

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An overview of landing pages best practices and main use cases
A step-by-step demo of how to build, publish and promote a landing page using Optify
Measuring landing page performance and introduction to A/B Testing

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Optify best practices: landing pages

  1. 1. Op#fy  Best  Prac#ces  LANDING  PAGES  
  2. 2. Agenda   •  What  is  a  Landing  Page?   •  Why  Landing  Pages  are  so  important?   •  10  Tips  for  Crea#ng  a  Killer  Landing  Page   •  Crea#ng  Landing  Page  in  Op#fy   •  How  to  use  Op#fy’s  Landing  Pages  for  A/B  tes#ng   •  Q&A  Page  2   Confiden#al  
  3. 3. What’s  a  Landing  Page?   •  “Landing  pages  are  specific  pages  designed  to  make  a   prospec3ve  customer  take  ac3on.”  Page  3   Confiden#al  
  4. 4. What’s  a  Landing  Page?   •  “In  online  marke3ng  a  landing  page,  some3mes  known   as  a  lead  capture  page,  is  the  page  that  appears  when  a   poten3al  customer  clicks  on  an  adver3sement.  The  page   will  usually  display  sales  copy  that  is  a  logical  extension   of  the  adver3sement  or  link.”  Page  4   Confiden#al  
  5. 5. What’s  a  Landing  Page?   •  “(Landing  pages)  Pages  that  are  op3mized  and  very   targeted  towards  a  par3cular  subject.  An  effec3ve/valid   site  op3miza3on  and  sales  conversion  strategy.”  Page  5   Confiden#al  
  6. 6. What’s  a  Landing  Page?   •  “(Landing  pages)  Are  specific  pages  bound  to  aJract   poten3al  customers  to  the  website.  Usually  presents   informa3on  that  is  relevant  to  the  visitor  and  captures   their  aJen3on  resul3ng  on  a  sign  up  or  even  into  an   acquisi3on.”  Page  6   Confiden#al  
  7. 7. What’s  a  Landing  Page?   •  “The  specific  web  page  that  a  visitor  ul3mately  reaches   aMer  clicking  an  adver3sement.  OMen,  this  page  is   op3mized  for  a  specific  keyword  term  or  phrase.”  Page  7   Confiden#al  
  8. 8. What’s  a  Landing  Page?   •  “The  page  or  view  to  which  a  user  is  directed  when  they   click  on  an  ac3ve  link  embedded  in  a  banner,  web  page,   email  or  other  view.  A  click  through  lands  the  user  on  a   jump  page.  Some3mes  the  Landing  Page  is  one  stage   upstream  from  what  would  ordinarily  be  considered  the   Home  Page.”  Page  8   Confiden#al  
  9. 9. What’s  a  Landing  Page?   •  “The  page  a  visitor  arrives  at  when  clicking  through  to  a   site,  typically  from  a  paid  adver3sement.  Similar  to  a   doorway  page,  but  a  legi3mate  marke3ng  func3on  —  it   is  used  for  coun3ng  and  tracking  arrivals  and   determining  the  effec3veness  of  a  marke3ng  campaign.”  Page  9   Confiden#al  
  10. 10. What’s  a  Landing  Page?   •  “A  Landing  Page  is  a  content  page  on  a  website  to  which   traffic  is  directed,  either  through  paid  search  or  email   marke3ng.”  Page  10   Confiden#al  
  11. 11. What’s  a  Landing  Page?   •  “Web  page  that  is  reached  when  a  link  is  clicked,   specifically  a  special  page  designed  to  receive  traffic   from  par3cular  links.”  Page  11   Confiden#al  
  12. 12. What’s  a  Landing  Page?   •  “The  landing  page  is  the  page  on  which  a  visitor  “lands”   aMer  clicking  a  search  engine  lis3ng,  email  link,  Banner   Ad,  Cost-­‐Per-­‐Click  ad,  or  other  ad/link.  The  landing  page   can  be  a  site’s  homepage,  but  is  usually  a  page  designed   to  appeal  to  users  who  Click-­‐Through  a  specific  ad  or   link.  Landing  pages  are  also  used  to  monitor  site  traffic   and  measure  an  adver3sing  campaign’s  success.  Well-­‐ designed  landing  pages  that  are  relevant  to  a  user’s   keyword  query  will  improve  Conversion  Rates  and  play  a   cri3cal  role  in  Search  Engine  Marke3ng.”  Page  12   Confiden#al  
  13. 13. Why  Landing  Pages  are  so  important?   Set  goals  and   establish  baseline   Measure,  report,   Define  the  buyer   refine  and  start   profile   over   Plan,  set  up  and   Deliver  on-­‐target   execute  campaigns   leads  to  sales  Page  13   Confiden#al  
  14. 14. Why  Landing  Pages  are  so  important?   Set  goals  and   establish  baseline   Measure,  report,   Define  the  buyer   refine  and  start   profile   over   Plan,  set  up  aand   Plan,  set  up   nd   Deliver  on-­‐target   execute  campaigns   execute  campaigns   leads  to  sales  Page  14   Confiden#al  
  15. 15. The  core  of  every  lead  genera#on  campaign   Paid   Directories   Directories   Viral   Content   Paid  Search   Referrals   Display   Press   Coverage   Retarge#ng   Social   Media   Social  Ads   Organic   Search   Email  Page  15   Confiden#al  
  16. 16. Landing  Page  purposes   •  Primary  goal:  Convert  visitors  to  leads   •  Secondary  goals:   § Collect  data   § Test  message   § Measure  performance   § Reroute  leads   § Deliver  content  Page  16   Confiden#al  
  17. 17. Example:  promo#ng  a  white  paper   •  The  offer:  White  paper  with  #ps  for  crea#ng  an  effec#ve  landing  page   •  Title:  “10  Tips  for  Crea#ng  an  Effec#ve  B2B  Landing  Page”   •  Text:  “Are  you  using  landing  pages  as  a   des#na#on  for  your  marke#ng   campaigns?  More  importantly,  are  you   using  them  effec#vely?  Anyone  can   create  a  landing  page,  but  a  great   landing  page  results  in  engagement  and   ac#on.     Download  our  10  Tips  for  Crea#ng  an   Effec#ve  Landing  Page  Whitepaper  and   learn  how  to:   §  Tailor  the  design,  images  and  text  for                                 conversion   §  Create  an  emphasized  call-­‐to-­‐ac#on   §  Op#mize  the  headline  and  sub-­‐headline   §  Enable  social  sharing  and  highlight  social                         valida#on   §  And  much  more…    Page  17   Confiden#al  
  18. 18. Setup  &  Execute  Campaign:  Bill  of  Materials  (BoM)   §  “10  Tips  for  Crea#ng  an  Effec#ve  B2B  Landing  Page”   Offer   §  5-­‐page  white  paper  with  10  #ps  for  crea#ng  an  effec#ve  landing  page   §  URL:  hgp://pages.op#fy.net/landing-­‐pages-­‐white-­‐paper         §  Image:   Landing  pages   hgp://www.op#fy.net/wp-­‐content/uploads/2012/10/landing-­‐page-­‐ template.jpg     Thank  you  page   §  hgp://www.op#fy.net/thanks-­‐for-­‐reques#ng-­‐our-­‐white-­‐paper     Thank  you  email   §  Send  mass  email  to  all  leads  with  addi#onal  content     Campaign   §  Campaign  Name:  Landing-­‐Pages-­‐White-­‐Paper   Details   §  Campaign  ID  in  SFDC:  70180000000Qtma   §  Source:  from  Op#fy  or  with  URL  tagging   Tagging   §  Campaign  Name:  op#fy_rd=Landing-­‐Pages-­‐White-­‐Paper   §  Details:  Include  in  form   §  Version  1:  Name,  email,  company,  #tle,  phone  number   §  Version  2:  Name,  email,  phone,  Are  you  interested  in  a  demo?,  open  text   Form  fields   §  Hidden  SFDC  fields:  form  name  (00N80000004cDrZ  -­‐  Crea#ng  an  Effec#ve   Landing  Page),  Campaign_ID,  lead_source  (Web),    Page  18   Confiden#al  
  19. 19. Execute  Campaign    Page  19   Confiden#al  
  20. 20. Crea#ng  the  pages   OPTIFY  DEMO  Page  20   Confiden#al  
  21. 21. 10  Tips  for  Crea#ng  an  Effec#ve  Landing  Page     Clear  and  emphasized  call  to  ac#on   1. Page  21   Confiden#al  
  22. 22. 10  Tips  for  Crea#ng  an  Effec#ve  Landing  Page     Clear  and  emphasized  call  to  ac#on   1.  2.  Killer  #tle  Page  22   Confiden#al  
  23. 23. 10  Tips  for  Crea#ng  an  Effec#ve  Landing  Page     Clear  and  emphasized  call  to  ac#on   1.  2.  Killer  #tle   3.  Eliminate  choices   þ   Yes   ☐   Yes  Page  23   Confiden#al  
  24. 24. 10  Tips  for  Crea#ng  an  Effec#ve  Landing  Page     Clear  and  emphasized  call  to  ac#on   1.  2.  Killer  #tle   3.  Eliminate  choices   4.  Simplify  design  and  reduce  text  Page  24   Confiden#al  
  25. 25. 10  Tips  for  Crea#ng  an  Effec#ve  Landing  Page     Clear  and  emphasized  call  to  ac#on   1.  2.  Killer  #tle   3.  Eliminate  choices   4.  Simplify  design  and  reduce  text   5.  Use  images  wisely  Page  25   Confiden#al  
  26. 26. 10  Tips  for  Crea#ng  an  Effec#ve  Landing  Page     1.  Clear  and  emphasized  call  to  ac#on   2.  Killer  #tle   3.  Eliminate  choices   4.  Simplify  design  and  reduce  text   5.  Use  images  wisely   6.  Align  message  throughout    Page  26   Confiden#al  
  27. 27. 10  Tips  for  Crea#ng  an  Effec#ve  Landing  Page     Clear  and  emphasized  call  to  ac#on   1.  2.  Killer  #tle   3.  Eliminate  choices   4.  Simplify  design  and  reduce  text   5.  Use  images  wisely   6.  Align  message  throughout     7.  Brand  valida#on    Page  27   Confiden#al  
  28. 28. 10  Tips  for  Crea#ng  an  Effec#ve  Landing  Page     1.  Clear  and  emphasized  call  to  ac#on   2.  Killer  #tle   3.  Eliminate  choices   4.  Simplify  design  and  reduce  text   5.  Use  images  wisely   6.  Align  message  throughout     7.  Brand  valida#on     8.  Reduce  barriers  Page  28   Confiden#al  
  29. 29. 10  Tips  for  Crea#ng  an  Effec#ve  Landing  Page     Clear  and  emphasized  call  to  ac#on   1.  2.  Killer  #tle   3.  Eliminate  choices   4.  Simplify  design  and  reduce  text   5.  Use  images  wisely   6.  Align  message  throughout     7.  Brand  valida#on     8.  Reduce  barriers   9.  Keep  your  promises  Page  29   Confiden#al  
  30. 30. 10  Tips  for  Crea#ng  an  Effec#ve  Landing  Page     Clear  and  emphasized  call  to  ac#on   1.  2.  Killer  #tle   3.  Eliminate  choices   4.  Simplify  design  and  reduce  text   5.  Use  images  wisely   6.  Align  message  throughout     7.  Brand  valida#on     8.  Reduce  barriers   9.  Keep  your  promises   10.  Test,  test,  test  Page  30   Confiden#al  
  31. 31. 10  Tips  for  Crea#ng  an  Effec#ve  Landing  Page     Clear  and  emphasized  call  to  ac#on   1.  2.  Killer  #tle   3.  Eliminate  choices   4.  Simplify  design  and  reduce  text   5.  Use  images  wisely   6.  Align  message  throughout     7.  Brand  valida#on     8.  Reduce  barriers   9.  Keep  your  promises   10.  Test,  test,  test  Page  31   Confiden#al  
  32. 32. Addi#onal  Resources   •  Op#fy  B2B  Lead  Genera#on  Blog  -­‐   hgp://www.op#fy.net/lead-­‐genera#on-­‐soqware-­‐blog   •  Digital  Marke#ng  Resources  -­‐   hgp://www.op#fy.net/inbound-­‐marke#ng-­‐resources     •  Landing  Page  webinar   hgp://www.op#fy.net/inbound-­‐marke#ng-­‐resources/how-­‐to-­‐webinars/from-­‐ click-­‐through-­‐rate-­‐to-­‐conversion-­‐rate     •  Op#fy  Help   hgp://help.op#fy.net/entries/20611788-­‐gerng-­‐the-­‐most-­‐from-­‐landing-­‐pages      Page  32   Confiden#al  
  33. 33. uri@op#fy.net   ®            @uribarjoseph                in/uribarjoseph    Page  33   Confiden#al  
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