Turning	  Landing	  Pages	  into	  Lead	  Gen	  Gold	  Presented	  by:	  	  Ka#	  Newburg,	  Training	  Specialist,	  Pard...
Agenda	  • Who	  am	  I?	  • Common	  Landing	  Pages	  • Key	  Components	  • Shorter	  Forms	  • Op#mizing	  Landing	  P...
Who	  Am	  I?	  	  
What	  makes	  a	  Landing	  Page?	  So	  we’re	  all	  on	  the	  same	  page…	  
Types	  of	  Landing	  Pages	  •  Whitepaper	  Download	  •  Webinar	  Registra#on	  •  Free	  Trial	  •  Request	  a	  De...
Key	  Components	  • Clear	  Objec#ve	  • Concise	  Descrip#on	  • Call	  to	  Ac#on	  • Short	  Form	  • Provides	  infor...
Shorter	  Forms	  Get	  their	  foot	  in	  the	  door	  
How	  many	  fields?	            • Ideal	  is	  4-­‐5	                 •  First	  Name	                 •  Last	  Name	    ...
What	  fields	  to	  include?	  
How	  to	  make	  forms	  easier?	                   Pre-­‐populate	  when	  possible	                   •  BeVer	  User	 ...
OpKmizing	  Landing	  Pages	  Knocking	  their	  socks	  off	  
Remove	  NavigaKon	  
Keep	  It	  Above	  the	  Fold	                            Newspaper	  Rule	                            •  Biggest	  story...
Have	  Clear	  ObjecKves	                           http://www.sugarcrm.com/Free_Trial
Leverage	  Images	  &	  Video	                          •  Images	  should	                           complement	  offer	  ...
Email	  Content	  Get	  BeUer	  InformaKon	  • System	  cannot	  be	  gamed	  • Capture	  bounces	  /	  opens	  /	  click-...
What	  Did	  We	  Cover	  • Common	  Landing	  Pages	  • Key	  Components	  • Shorter	  Forms	  • Op#mizing	  Landing	  Pa...
QuesKons?	  
Contact	  InformaKon	                               Pardot	  KaK	  Newburg	             An	  ExactTarget	  Company	  Train...
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Turning Landing Pages into Lead Gen Gold

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In this 1/2-hour webinar blitz,explore effective ways to optimize landing page design and content in the quest to generate highly qualified leads. Learn how to create the right balance of content and questions, call to action and audience appeal and improve your landing page conversion rates!

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Turning Landing Pages into Lead Gen Gold

  1. 1. Turning  Landing  Pages  into  Lead  Gen  Gold  Presented  by:    Ka#  Newburg,  Training  Specialist,  Pardot  October,  2012  
  2. 2. Agenda  • Who  am  I?  • Common  Landing  Pages  • Key  Components  • Shorter  Forms  • Op#mizing  Landing  Pages  
  3. 3. Who  Am  I?    
  4. 4. What  makes  a  Landing  Page?  So  we’re  all  on  the  same  page…  
  5. 5. Types  of  Landing  Pages  •  Whitepaper  Download  •  Webinar  Registra#on  •  Free  Trial  •  Request  a  Demo  •  Event  Sign-­‐Up   What  do  these  have  in  common?  
  6. 6. Key  Components  • Clear  Objec#ve  • Concise  Descrip#on  • Call  to  Ac#on  • Short  Form  • Provides  informa#on  or  value  
  7. 7. Shorter  Forms  Get  their  foot  in  the  door  
  8. 8. How  many  fields?   • Ideal  is  4-­‐5   •  First  Name   •  Last  Name   •  Email  Address   •  Company   • No  more  than  10   • Propor#onate  collateral   •  What  would  you  exchange   for  similar  informa#on?  
  9. 9. What  fields  to  include?  
  10. 10. How  to  make  forms  easier?   Pre-­‐populate  when  possible   •  BeVer  User  Experience   Progressive  Profiling   •  Ask  for  data  in  smaller  por#ons   •  Higher  conversion  rate  
  11. 11. OpKmizing  Landing  Pages  Knocking  their  socks  off  
  12. 12. Remove  NavigaKon  
  13. 13. Keep  It  Above  the  Fold   Newspaper  Rule   •  Biggest  story  up   top   •  Limit  scrolling   •  Call  to  ac#on  above   the  fold  
  14. 14. Have  Clear  ObjecKves   http://www.sugarcrm.com/Free_Trial
  15. 15. Leverage  Images  &  Video   •  Images  should   complement  offer   •  Images  naturally   draw  the  eye  away   from  copy  
  16. 16. Email  Content  Get  BeUer  InformaKon  • System  cannot  be  gamed  • Capture  bounces  /  opens  /  click-­‐throughs  
  17. 17. What  Did  We  Cover  • Common  Landing  Pages  • Key  Components  • Shorter  Forms  • Op#mizing  Landing  Pages  
  18. 18. QuesKons?  
  19. 19. Contact  InformaKon   Pardot  KaK  Newburg   An  ExactTarget  Company  Training  Specialist   950  East  Paces  Ferry  Rd  Client  Services   Suite  3300  ka#.newburg@pardot.com   Atlanta,  Georgia  30326  @Ka#_Newburg   404.492.6848   877.3B2B.ROI   www.pardot.com  

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