Increase Form and Landing Page Conversions

Increase Form & Landing Page Conversions Exploring the Deadly Sins of Landing Pages Presented by: Mathew Sweezey, Marke.ng Evangelist, Pardot LLC April 5, 2012

A LiAle About Me

Forms Conversions Simple ways to get beAer data

Asking Too Many QuesHons •  10 ques.ons Max •  Ideal is 4-‐5 •  Inverse rela.onship between ﬁelds & conversions

Asking Too Many QuesHons Source: Hubspot

Asking the Wrong QuesHons People don’t want to be contacted •  Being too invasive •  Qualiﬁca.on ques.ons •  Maps to the buyer’s stage

Asking the Wrong QuesHons

Text Fields vs. Drop Down Drop Downs Provide: •  Improved data quality •  AR •  AR. •  ARK •  Arkansas •  Arkanssas •  Reportable •  Consistent

Pre-‐Populate Data Pre-‐populate when possible •  BeRer UX Progressive Proﬁling •  Ask for data in smaller por.ons •  Higher conversion rate

The * of Death Less is more •  First, Last, Email and Company What is the form for? •  Trial? Whitepaper? •  Map to content value

Front End ValidaHon Validate Data •  So[ errors •  No submission required •  Invalid & Free Address Exclusion

Landing Pages Simple ways to get beAer data

Remove NavigaHon

Keep It Above the Fold Newspaper Rule •  Biggest story up top •  Limit scrolling •  Call to ac.on above the fold

Have Clear ObjecHves http://www.sugarcrm.com/Free_Trial

Where Is The Focus?

MulHple Offers DifferenHate MulHple offers •  Avoid mul.ple Columns •  Highlight one (Not Equal)

The Eyes Have It Don’t be LOUD! •  Only a few colors Text •  Black •  Blue Hyperlinks •  14+ Size •  No White Text on Black •  Easy to ﬁnd Call to Ac.on

Leverage Images & Video •  Images should complement oﬀer •  Images naturally draw the eye away from copy

Push Their BuAon •  Forms with the word “submit” on the data form submission bu4on perform signiﬁcantly worse than those that have Grab Your Seat something else on them (17% vs. 14.5%) and that ‘click here’ and ‘go’ outperformed ‘submit’, ‘download’, and ‘register’. •  BuRon should be conspicuous

Don’t Forget Mobile Less Real Estate Be Concise •  Logo •  Copy •  Short Form displayed ver.cally •  “Go” buRon SHck with leading pla[orms http://www.marketingsherpa.com/article.php?ident=32086#

Email Content Get BeAer InformaHon •  System cannot be gamed •  Capture bounces / opens / Click-‐Throughs

QuesHons Stupid ones are Okay!

Contact InformaHon Pardot Mathew Sweezey 950 East Paces Ferry Rd Sales Manager Suite 3300 mathew.sweezey@pardot.com Atlanta, Georgia 30326 @msweezey 404.492.6848 877.3B2B.ROI www.pardot.com

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