Creating!Landing Page Gold!Increase Conversion!and Engagement with 5 Easy Tips!Jeff Demers!!Elevate 2012: The Pardot Users...
Agenda!
Flood Site with Relevant Traffic!Use PPC to buy hyper-targeted traffic atevery stage of the buying cycle!                   ...
Drive Hyper Targeted Traffic!                                       AdWords Account!          “Marketing Automation Impleme...
Quick Fact!     Many B2Bs Can Buy     Thousands of Targeted     Visitors Using PPC!•    Don’t Wait Forever For SEO To Work...
Overcome Offer Fatigue!Visitors Need: !•  Clearly Stated Value Proposition!•  Compelling Copy !!                       In ...
Propel Visitors Deeper !With limited navigation, what you have needs to beeven more compelling than a conventional page.!E...
Create Excitement!Use Two Engagement Points Per Page!Try:   non-password protected content!   !   videos!   !   infographi...
Improve the Visuals!Increase Conversion Rate By Reducing Text!                 Try an!
Test the Visuals!Increase Conversion By Testing Key Elements!  Test all elements!         What to Test?!                  ...
Quick Fact!Testing Visuals CanImprove Conversion Rateby 20% or More!!
Quick Fact!Landing Page Videos!Can Increase ConversionRate by 50%!•    Keep Videos Short!•    Animations/Graphics Work Wel...
Post Conversion Accelerators!Deliver rich emails post-submission with track-able links andmentions of decision support con...
Post Conversion Accelerators!!Great emails help to continue the conversation and extend thelength of the visit and the num...
More Email Tips!•  Email the offer/download with the link from the person who   will be following up & set expectations on...
Thank You Page!Make Your Thank You Page Experience!Rich and Compelling!!A Springboard for Additional Engagement!    Case S...
Quick Fact!Increase Pardot LeadScores by 20–50%!•    Post Thank You Emails with Links!•    Deep Links to Decision Support!...
Leverage Data for Performance!Be sure to leverage real web analytics datato measure landing page performance!Without the p...
Build. Drive. Automate.!                Find success with                great landing pages.!                   Jeff Deme...
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Pardot Elevate 2012 - Creating Landing Page Gold: Increase Conversion and Engagement with 5 Easy Tips

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Increasing conversion rates and user engagement on your landing pages does not need to be a daunting activity or require specialized skills. Follow along as Wakefly’s experts take you through five easy tips to create landing page gold. Drive traffic, measure it, remarket to your visitors, and create tangible ROI with every landing page by combining our tips and best practices with the Pardot tool set.

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Pardot Elevate 2012 - Creating Landing Page Gold: Increase Conversion and Engagement with 5 Easy Tips

  1. 1. Creating!Landing Page Gold!Increase Conversion!and Engagement with 5 Easy Tips!Jeff Demers!!Elevate 2012: The Pardot Users Conference!October 24, 2012!
  2. 2. Agenda!
  3. 3. Flood Site with Relevant Traffic!Use PPC to buy hyper-targeted traffic atevery stage of the buying cycle! Paid search will accelerate landing page testing times and results.! ! Tight segmentation of PPC allows for nuanced differences in ad headlines, continuity of experience, and more.!
  4. 4. Drive Hyper Targeted Traffic! AdWords Account! “Marketing Automation Implementation” Campaign! “Implementation” 
 “Consulting” 
 “Medical Devices” 
 Ad Group! Ad Group! Ad Group!Marketing Automation   Marketing Automation Consulting   Marketing for Med Device  Let Us Manage Your Implementation Get Strategic Consulting Pre- We Help Consult, Implement and  Free Needs Assessment!   Implementation.   Marketing Automation Solutions  Wakefly.com/Marketing Wakefly.com/Consulting Wakefly.com/Med-Device Marketing automation implementation Marketing automation consulting Marketing automation for med device Implement marketing automation Marketing automation consultant Med device marketing solutions B2B marketing automation Marketing automation trainer Med device marketing automation agency Start marketing automation Med device marketing automation firm $1.25! $2.75! $15.00!
  5. 5. Quick Fact! Many B2Bs Can Buy Thousands of Targeted Visitors Using PPC!•  Don’t Wait Forever For SEO To Work!•  Take the Guesswork Out Of Keyword Research!•  B2B Less Competitive Than B2C!
  6. 6. Overcome Offer Fatigue!Visitors Need: !•  Clearly Stated Value Proposition!•  Compelling Copy !! In the age of informational overload – clear and compelling are the principles to guide you!
  7. 7. Propel Visitors Deeper !With limited navigation, what you have needs to beeven more compelling than a conventional page.!Engagement is a function ofsightlines, copy, and things to do.!Don’t hide your value behind aform – some value (teaser) needsto be up front.!
  8. 8. Create Excitement!Use Two Engagement Points Per Page!Try: non-password protected content! ! videos! ! infographic! ! or interactive tools!!…All teased by compelling content and presentation. ! Calls to action should be synced with! the very best, most compelling offer you have.!
  9. 9. Improve the Visuals!Increase Conversion Rate By Reducing Text! Try an!
  10. 10. Test the Visuals!Increase Conversion By Testing Key Elements! Test all elements! What to Test?! ! TEST ALL ELEMENTS! Calls to Action & Offers! Test all elements Headline Colors! Form Caps!Caveat: Once proven that Infographics! you can drive traffic to statistical threshold forrelevance, you are ready for simple A/B or M/V testing.!
  11. 11. Quick Fact!Testing Visuals CanImprove Conversion Rateby 20% or More!!
  12. 12. Quick Fact!Landing Page Videos!Can Increase ConversionRate by 50%!•  Keep Videos Short!•  Animations/Graphics Work Well!•  Customer Testimonials Work Well!
  13. 13. Post Conversion Accelerators!Deliver rich emails post-submission with track-able links andmentions of decision support content! From: Awesome Company! To: Our Valued Customer! Subject: The Information You Requested!! Hey there, thanks for your interest in our awesome company!! Here is the Content Your Requested (Insert Trackable Link)! Don’t forget your email subject line > this is requested information! Make sure it gets open and gets read.!
  14. 14. Post Conversion Accelerators!!Great emails help to continue the conversation and extend thelength of the visit and the number of pages viewed!!Great emails get opened first, get read quickly, and then havetrackable click-throughs to requested content! From: Awesome Company! To: Our Valued Customer ! Subject: More of the Info You Requested!! ! Hey there, thanks for your interest in our awesome company!! ! Here’s a brief summary of what we do, and what we can do for you. We’ll get back to you soon, but in the meantime, have a look at some great content that can help you learn more about us. ! ! Click here for some cool stuff!!
  15. 15. More Email Tips!•  Email the offer/download with the link from the person who will be following up & set expectations on the landing page!•  Track closely those that have not opened the email or clicked on the link for future follow-up!•  Try selective remarketing campaigns to warm visitors that have already converted! From: Awesome Company! To: Our Valued Customer ! Subject: More of the Info You Requested!! ! Hey there, thanks for your interest in our awesome company!! ! Here’s a brief summary of what we do, and what we can do for you. We’ll get back to you soon, but in the meantime, have a look at some great content that can help you learn more about us. ! ! Click here for some cool stuff!!
  16. 16. Thank You Page!Make Your Thank You Page Experience!Rich and Compelling!!A Springboard for Additional Engagement! Case Studies! Video! Links to Deep Content!
  17. 17. Quick Fact!Increase Pardot LeadScores by 20–50%!•  Post Thank You Emails with Links!•  Deep Links to Decision Support! and Credibility Content!•  Points of Engagement! on the Thank You Page!
  18. 18. Leverage Data for Performance!Be sure to leverage real web analytics datato measure landing page performance!Without the proper data, conversion tuning is impossible. Avoiddecisions that are not based on good data.!
  19. 19. Build. Drive. Automate.! Find success with great landing pages.! Jeff Demers! ! jdemers@wakefly.com!
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