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The Anatomy of a Landing Page

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Landing pages are specifically designed to convert website visitors to leads. They're like digital sales reps, working 24/7 to pitch your marketing offers. With the right infrastructure and framework, landing pages can be one of your strongest website elements.

This presentation is part of HubSpot's complimentary Inbound Certification. You can learn more at: http://academy.hubspot.com/certification

Published in: Business, Technology
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  • Thank you a lot for this presentation.You described this topic fully .It's very interesting topic beacause landing page is one of the important part of all project.Also recently I found a good article about it https://www.cleveroad.com/blog/how-can-a-landing-page-help-you-in-a-mobile-app-promotion Enjoy it !
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The Anatomy of a Landing Page

  1. 1. THE ANATOMY OF A LANDING PAGE. Inbound Certification Class #6
  2. 2. #INBOUND
  3. 3. 1  Landing pages and inbound marketing 2  How to build landing pages that convert visitors to leads 3  What great landing pages look like and how to analyze them 4  Key takeaways and resources AGENDA
  4. 4. LANDING PAGES AND INBOUND MARKETING.1
  5. 5. What is a landing page?
  6. 6. DEFINITION OF A LANDING PAGE: A website page specifically designed to convert visitors into leads.
  7. 7. Landing pages are your digital sales reps.
  8. 8. Landing pages are sales reps that work 24/7.
  9. 9. I’ll give you something If you give me something How do landing pages work?
  10. 10. Jot down on a piece of paper: The last 3 times you submitted your email address. What did you get in return? Were you satisfied?  
  11. 11. How do landing pages technically work?
  12. 12. TECHNICAL DETAILS OF CONVERSIONS
  13. 13. TECHNICAL DETAILS OF CONVERSIONS
  14. 14. Landing pages are your digital sales reps.
  15. 15. THE CONVERSION PROCESS
  16. 16. THE CONVERSION PROCESS Landing Page
  17. 17. Landing Page Call to Action THE CONVERSION PROCESS
  18. 18. Landing Page THE CONVERSION PROCESS
  19. 19. Landing Page Thank You PageCall to Action THE CONVERSION PROCESS
  20. 20. Why is it so important to the Inbound Methodology to convert visitors to leads?
  21. 21. Converting unknown visitors to known leads provides you the necessary information to begin fostering a relationship.
  22. 22. Not having landing pages is like going on a blind date and never asking for your date’s name.
  23. 23. Inbound concepts boost website conversions: Inbound marketers double the average site conversion rate of non-inbound marketers, from 6% to 12% total. 2013 State of Inbound Marketing
  24. 24. 100 monthly visitors at 6% = 6 visitors converting to leads NON-INBOUND MARKETERS INBOUND MARKETERS 100 monthly visitors at 12% = 12 visitors converting to leads Website visitors Website visitors converted to leads Website visitors Website visitors converted to leads INBOUND MARKETING AND LANDING PAGES Inbound Marketers on average generate 2x more leads than non-inbound marketers 2013 State of Inbound Marketing
  25. 25. IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION Landing pages New Leads Index 0 100 200 300 400 500 600 2013 State of Inbound Marketing
  26. 26. 55%increase in leads when increasing landing pages from 10 to 15. Marketers see a 2013 STATE OF INBOUND MARKETING
  27. 27. HOW TO BUILD LANDING PAGES THAT CONVERT VISITORS TO LEADS.2
  28. 28. Offer ELEMENTS TO A HIGH QUALITY LANDING PAGE: 1 2 3 Buyer’s Journey Buyer Personas 4 Landing page best practices
  29. 29. OFFERS1
  30. 30. DEFINITION OF AN OFFER: A present or proffer (something) for (someone) to accept or reject as so desired.
  31. 31. DEFINITION OF A LANDING PAGE OFFER: Something offered by an organization that has perceived value to website visitors other than the core products or services the organization sells.
  32. 32. LANDING PAGES AND OFFERS GO TOGETHER LIKE PEANUT BUTTER AND JELLY.
  33. 33. OR
  34. 34. LANDING PAGES AND OFFERS GO TOGETHER LIKE PEANUT BUTTER AND BANANAS. kthread
  35. 35. OR
  36. 36. LANDING PAGES AND OFFERS GO TOGETHER LIKE PEANUT BUTTER AND FLUFF. kimberlykv
  37. 37. OR
  38. 38. LANDING PAGES AND OFFERS GO TOGETHER LIKE PEANUT BUTTER AND NUTELLA.
  39. 39. OFFERS Above all else your landing page and offer must be in harmony with what your persona is looking for based on where they are in the buyer’s journey.
  40. 40. BUYER’S JOURNEY2
  41. 41. Of purchase decisions start with a search engine. 71-89% Brafton
  42. 42. These searchers are looking for content/ information to solve a problem or fulfill a need — they are typically not ready to buy from you. FLICKR USER ZAWZOME
  43. 43. 80% 16% 4% LANDING PAGES AND THE BUYER’S JOURNEY Website Visitors Website Visitors Website Visitors
  44. 44. 80/1,000 16/1,000 4/1,000 Website Visitors Website Visitors Website Visitors LANDING PAGES AND THE BUYER’S JOURNEY
  45. 45. 80/1,000 16/1,000 48 qualified leads 2 qualified leads 4/1,000   50% of leads are qualified but not yet ready to buy. (Source: Gleanster Research)
  46. 46. The businesses that are the best educators will be the most successful. @MarkKilens
  47. 47. Reference your buyer’s journey guide.
  48. 48. BUYER PERSONAS3
  49. 49. LANDING PAGES & BUYER PERSONAS The offer on your landing page is relevant to your persona - not just a persona. Persona Relevancy Factor The offer on your landing page is irrelevant to all personas. Persona Irrelevancy Factor
  50. 50. FLICKR USER ZIMPENFISH PERSONA RELEVANCY FACTOR FLICKR USER HISGETT
  51. 51. PERSONA IRRELEVANCY FACTOR FLICKR USER HISGETT
  52. 52. LANDING PAGE BEST PRACTICES5
  53. 53. Write clear, concise, compelling headlines. Remove navigation and all links. Add social media share icons. LANDING PAGE BEST PRACTICES Explain the value and importance of the offer to your persona Include a relevant image, gif or short video. Add testimonials when relevant. Use bullet points to make information easily digestible. Select the appropriate number of form fields for your offer. Use industry awards and recognition.
  54. 54. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your personas Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition
  55. 55. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your personas Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition
  56. 56. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition
  57. 57. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition
  58. 58. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition
  59. 59. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition
  60. 60. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition
  61. 61. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition
  62. 62. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition
  63. 63. WHAT GREAT LANDING PAGES LOOK LIKE AND HOW TO ANALYZE THEM. 3
  64. 64. Business to business landing page example LANDING PAGE EXAMPLES WITH PERFORMANCE METRICS 1 2 3 4 Educational landing page example Non-profit landing page example Landing pages to analyze
  65. 65. BUSINESS TO BUSINESS LANDING PAGE EXAMPLE1
  66. 66. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition LANDING PAGES IN ACTION
  67. 67. EDUCATIONAL LANDING PAGE EXAMPLE2
  68. 68. LANDING PAGES IN ACTION
  69. 69. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition LANDING PAGES IN ACTION
  70. 70. NON-PROFIT LANDING PAGE EXAMPLE3
  71. 71. LANDING PAGES IN ACTION
  72. 72. LANDING PAGES IN ACTION Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition
  73. 73. LANDING PAGE EXAMPLES FOR REVIEW3
  74. 74. WHAT COULD BE IMPROVED?
  75. 75. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition WHAT COULD BE IMPROVED?
  76. 76. WHAT COULD BE IMPROVED?
  77. 77. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the offer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form fields for your offer Use industry awards and recognition WHAT COULD BE IMPROVED?
  78. 78. KEY TAKEAWAYS AND RESOURCES.4
  79. 79. 1  Inbound marketers covert 2x the amount of website visitors to leads. 2  Landing pages act as digital sales reps that gather information about visitors for marketing and sales to use for building relationships. 3  Landing pages and offers are co-dependent. 4  Successful Landing Pages require an in-depth understanding of your Buyer Personas and Buyer’s journey. 5  All leads are not created equal. 6  Landing pages can not be successful alone, you must take into consideration the supporting infrastructure. 7  Conversion rates provide insight into the success of your landing pages. KEY TAKEAWAYS
  80. 80. RESOURCES 1  How to Optimize Landing Pages for Conversions [eBook] 2  How to Add Social Media Share Icons & Setup Thank You Pages [eBook] 3  What You Can (and Should) Ask for on Your Landing Page Forms [blog post] 4  Before and After: 3 Real-Life Landing Page Makeovers [blog post]

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