The Anatomy of a Landing Page

1. THE ANATOMY OF A LANDING PAGE. Inbound Certiﬁcation Class #6
2. #INBOUND
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. LANDING PAGES AND INBOUND MARKETING.1
5. What is a landing page?
6. DEFINITION OF A LANDING PAGE: A website page speciﬁcally designed to convert visitors into leads.
7. Landing pages are your digital sales reps.
8. Landing pages are sales reps that work 24/7.
9. I’ll give you something If you give me something How do landing pages work?
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. How do landing pages technically work?
12. TECHNICAL DETAILS OF CONVERSIONS
13. TECHNICAL DETAILS OF CONVERSIONS
14. Landing pages are your digital sales reps.
15. THE CONVERSION PROCESS
16. THE CONVERSION PROCESS Landing Page
17. Landing Page Call to Action THE CONVERSION PROCESS
18. Landing Page THE CONVERSION PROCESS
19. Landing Page Thank You PageCall to Action THE CONVERSION PROCESS
20. Why is it so important to the Inbound Methodology to convert visitors to leads?
21. Converting unknown visitors to known leads provides you the necessary information to begin fostering a relationship.
22. Not having landing pages is like going on a blind date and never asking for your date’s name.
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. 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. 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. 55%increase in leads when increasing landing pages from 10 to 15. Marketers see a 2013 STATE OF INBOUND MARKETING
27. HOW TO BUILD LANDING PAGES THAT CONVERT VISITORS TO LEADS.2
28. Oﬀer ELEMENTS TO A HIGH QUALITY LANDING PAGE: 1 2 3 Buyer’s Journey Buyer Personas 4 Landing page best practices
29. OFFERS1
30. DEFINITION OF AN OFFER: A present or proﬀer (something) for (someone) to accept or reject as so desired.
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. LANDING PAGES AND OFFERS GO TOGETHER LIKE PEANUT BUTTER AND JELLY.
33. OR
34. LANDING PAGES AND OFFERS GO TOGETHER LIKE PEANUT BUTTER AND BANANAS. kthread
35. OR
36. LANDING PAGES AND OFFERS GO TOGETHER LIKE PEANUT BUTTER AND FLUFF. kimberlykv
37. OR
38. LANDING PAGES AND OFFERS GO TOGETHER LIKE PEANUT BUTTER AND NUTELLA.
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. BUYER’S JOURNEY2
41. Of purchase decisions start with a search engine. 71-89% Brafton
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. 80% 16% 4% LANDING PAGES AND THE BUYER’S JOURNEY Website Visitors Website Visitors Website Visitors
44. 80/1,000 16/1,000 4/1,000 Website Visitors Website Visitors Website Visitors LANDING PAGES AND THE BUYER’S JOURNEY
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. The businesses that are the best educators will be the most successful. @MarkKilens
47. Reference your buyer’s journey guide.
48. BUYER PERSONAS3
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. FLICKR USER ZIMPENFISH PERSONA RELEVANCY FACTOR FLICKR USER HISGETT
51. PERSONA IRRELEVANCY FACTOR FLICKR USER HISGETT
52. LANDING PAGE BEST PRACTICES5
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. 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. 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. 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. WHAT GREAT LANDING PAGES LOOK LIKE AND HOW TO ANALYZE THEM. 3
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. BUSINESS TO BUSINESS LANDING PAGE EXAMPLE1
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. EDUCATIONAL LANDING PAGE EXAMPLE2
68. LANDING PAGES IN ACTION
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. NON-PROFIT LANDING PAGE EXAMPLE3
71. LANDING PAGES IN ACTION
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. LANDING PAGE EXAMPLES FOR REVIEW3
74. WHAT COULD BE IMPROVED?
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. WHAT COULD BE IMPROVED?
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. KEY TAKEAWAYS AND RESOURCES.4
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. 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]

Editor's Notes

Join the inbound conversation on twitter after this and all other classes by using the hashtag #Inbound, we’ll be there waiting to chat.

Our agenda has three key sectionsWe will first discuss landing pages and their place within inbound, in other words WHY have landing pages on your websiteSecond we will discuss the elements required to build landing pages that convert visitors into leadsThird we will review examples of what great landing pages look like and review their equally as impressive analyticsWe will wrap up with key takeaways and resources

This class will focus solely on the convert phase of the methodology

Hopefully by now your are buckled up and ready to go…

Let’s first start by addressing the most important question of the class.What is a landing page?

This is the other definition you should have 100% memorized by the end of todays class.A landing page is a website page specifically designed to convert visitors into leads.

Think of your landing pages as digital sales reps. These digital Sales reps are responsible for reaching out and gathering information about potential customers so you as a marketer can begin using that information to close the leads into customers.

You as the marketer have the power to create as many landing pages as your heart desires. The beautiful thing about these digital sales reps (your landing pages) is that they work 24 hours a day, 7 days a week 365 days a year and they never all in sick and they never go on vacation.Gathering this information about your website visitors allows you to build relationships with your leads so your real sales reps can focus on the most qualified contacts and not waste time with leads that are never going to purchase.

“so at this point you are probably asking yourself, how does this “digital sales rep” (which we will be referring to as a landing page moving forward) generate leads and gather information about leads that in the past would typically be gather over the phone or in person by a sales rep.Simple, [pause] the lead intelligence is gathered by offering an equal exchange of valueThe more value a business can give away, the more information it can gain from its visitors.

Take 45 seconds to think about your internet activity over the past few weeks. Jot down on a piece of paper the last few times you gave away your email address and possibly additional personal information. Specifically what did you get in return for your information. Maybe you gave away your info for notifications about new blog posts, an ebook, registration to attend a webinar or a chance to win a new car? Then ask yourself what did you get in return, were you satisfied with what you received?

Alright, now that we understand how a landing page works in regards to it’s ability to generate lead intelligence from valuable offers, and reflected on how we as individuals have converted from website visitors to leads on landing pages, it’s time to discuss how landing pages technically work.This exchange of information takes place digitally when a website visitor submits a form with the requested info on the landing page. This is the actual act of a visitor converting to a lead.

Here is a visual of a landing page. When a website visitor submits their information on a landing page the information will be passed to your marketing database.

If you are using landing page software (any landing page software) and not just placing a form on your site you should be able to see all actions (website pages viewed, number of visits to your site, and more) that a visitor has taken on your website prior to submitting the form. With all of the information your landing pages are capturing it quickly becomes clear how to build a relationship with the lead moving forward whether that is using the lead intelligence for segmenting lists for emails, lead nurturing or passing off the leads to your sales team.

The act of a website visitor submitting a form on your website and your landing page software capturing the lead intelligence is equivalent to a sales representative having a conversation with a lead and manually recording the information.But the similarities don’t stop thereSales rep don’t miraculously end up on a phone call with a lead, there is a process that takes place prior to a sales rep dialing the phone as well as follow-up after the phone call is complete… The same is true for your landing pages, there is a process you must setup so your website visitors find your landing pages, submit your form and have an enjoyable experience after giving you their information .

This process in the world of Inbound is known as the conversion process.We will touch on it briefly here to put context to our landing pages, but today we are focused specifically on landing pages. In your next class you will learn how to perfect the conversion process to ensure the highest number of qualified visitors as possible convert to leads.There are three parts to the conversion processYour website visitors will go through each step of this process as they convert from an unknown visitor to a known lead.

At the heart of the conversion process is the landing page. Without a landing page with a form to convert a visitor to a lead, the other two pieces of the conversion process would be irrelevant.

The second piece to the conversion process is the call to action. When clicked on, a call to action will bring your website visitor to your landing pageA call to action can be a linked image as we see here, a simple button or even simply hyperlinked text. These call to actions live on your website pages and your blog posts and lead people to your landing pages Call to action buttons DO NOT go on your landing pages themeleves.

When your digital sales rep (your landing page) does it’s job and the website visitors decides what you are offering is worth the personal information you are asking for they will click the submit/download button on the form.While the submit button may look similar to a call to action, they are quite different. The form button is responsible for capturing the website visitors information and moving the lead to the 3rd part of the conversion process.

Once submitting the form, your lead will be taken to a thank you page where they will be given access to their offer. Your thank you page is the third and final step in the conversion process

Now it’s time to ask ourselves, why is it so important to the Inbound Methodology to convert visitors into leads?Take another 15 seconds (or pause the video if you want more time) and jot down some ideas as to why you think or maybe even know why it’s critical to convert visitors into leads on your website.OK, 15 seconds is up, let’s review.

Landing pages are responsible for converting your website visitors to known leads so you can continue building a personalized relationship with real humans, the people like you and me…who are sitting behind our internet enabled devices.

Not having opportunities on your website to convert your potential customers (website visitors) into leads is like meeting your sole mate over and over again but failing to ever ask them for their name or contact information.Extend an offer to your website visitors in return for their personal information to increase your lead volume.

This stat from HubSpot’s 2013 State of Inbound Marketing exemplifies just this:Inbound marketers double the average site conversion rate of non-inbound marketers, from 6% to 12% total.

Let’s take a look at the power of using landing pages to convert your inbound website visitors into leads. To keep it simple let’s say your website is generating 100 monthly visitors. As a non-inbound marketer you are converting 6 out of every 100 visitors to known leads vs. inbound marketers who are converting double the number (12) of the 100 website visitors to leads. In the next two sections we’ll discuss how to build landing pages following inbound concepts and review some examples that are currently following these inbound concepts.

So how many landing pages should we have?Well, just like more great sales reps typically result in more sales, more quality landing pages results in more leadsTake a few moments to gander at this graphWait 7 seconds.

One last statistic to keep in mind as you start building landing pages or continue to build them is this.Marketers see a 55% increase in leads when increasing landing pages from a total of 10 to 15.

Landing page defWhy it is important to have landing pagesThe more landing pages we have the better. Quality trumps quantity. In the next section we will go over exactly what is needed to create a quality landing page for your organization.

Now it’s time to discuss how to build landing pages that convert visitors to leads.

There are 4 key elements of a landing page. All four elements are critical to the success of your landing page.

Let’s start with understanding what we mean by an offer.

The general Wikipedia definition of an offer is…A present or proffer (something) for (someone) to accept or reject as so desired.

A basic definition for a landing page offer is very similar. Something offered by an organization that has perceived value to website visitors other than the core products or services the organization sells.

LANDING PAGES AND OFFERSGO TOGETHER LIKE PEANUT BUTTER AND JELLY.

Or peanut butter and bananas

Or peanut butter and fluff (5 seconds or less on slides)

Or last but not least

Or peanut butter and --- (5 seconds or less on slides)

Every landing page must have an offer, but that alone won’t guarantee it’s successAbove 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.

So let’s talk about the buyer’s journey

http://www.brafton.com/news/89-percent-of-consumers-use-search-engines-for-purchase-decisionshttp://www.brafton.com/news/search-marketing-alert-61-percent-of-business-purchase-decisions-start-with-search71-89% of purchase decisions start with a search engineThere are hundreds of studies you can find from a simple google search that claim anywhere between 50% and 97% of purchase decisions (both B2b & B2c) start with individuals conducting research (information searching) online for both business to business and business to consumer segments.We’ll use a safe middle ground from two brafton studies of 71-89%

These searchersare looking for content/information to solve a problem or fulfill a need — they are typically not ready to buy from you.As marketers we must provide landing pages with offers relevant to these information searchers

As discussed in your previous Inbound certification classes the buyer’s journey helps you understand where website visitors are on their path to purchase and the types of content websites visitors will find helpful in each stage.The percentage of website visitors in each stage of the buyers journey is going to vary considerably depending on your company and the maturity of your industry. For this reason it is extremely important to understand the specifics of your ideal customers buyer’s journey and then provide landing pages with relevant offers in each stage of the buyers journey so that you can gain insights into the percentage of website visitors in each stage.To keep the math simple for our example today we’ll use80% in the awareness stage16% in the consideration stageAnd 4% in the decision stage

For our example let’s assume your website get’s a 1,000 views a monthAnd converts website visitors to leads at a 10% conversion rateThis meansOf that 80% of website visitors in the awareness stage we convert 10% into leads (80)Of that 16% of website visitors in the consideration stage we convert 10% into leads (16)And of that 4%% of website visitors in the decision stage we convert 10% into leads (4)

According to gleaster research 50% of leads are qualified but not yet ready to by.So let’s throw out 50% of our lead volume.This leaves 48 qualified leads in the awareness and consideration stage and just 2 qualified leads in the decision stage. If your company just has forms to capture leads who want to contact your sales team or request a demo you are missing out on the majority of leads that could become customers.Having landing pages is each stage of the buyer’s journey is not a luxury for marketers it is a must.

Simply put, ….The businesses that are the best educators will be the most successful.@MarkKilensThe offers on your landing pages should do just this…educate your website visitors

REFERENCE YOUR BUYER’S JOURNEY GUIDE In your resources as a helpful reminder of the types of content website visitors are looking for in each stage of the buyer’s journey.And be sure to build landing pages in each stage of the buyer’s journey so as not to miss out on any potential customers!

And now on to our equally as important buyer personas

When thinking about buyer persona’s and how they relate to your landing pages and their associated offers there are typically two traps marketers fall into that result in their landing pages failing them.

If the offer is attractive to a persona but not to your persona you are going to end up converting website visitors into leads that will never close into customersFor example, imagine ifour sales team started gathering information about people who owned or lived near property with any amount of water and then tried selling high powered speedboats to people who owned small ponds.

The persona irrelevancy factor is when The offer on your landing page is irrelevant to all personas visiting your website. In this case your landing pages will just simply not convert visitors to leads.Imagine your sales team calling on people living in the desert and trying to sell them a boat.Take the time to understand how your landing pages and associated offers relate to your personas to ensure you don’t fall into the persona relevancy or irrelevancy factor.

Now we are going to review each element of a landing page that helps us “sell” the offer in a way that emotionally connects with your personas and where they are in their buyers journey.

Here is the list of best practices we will be reviewing today, it might look daunting now, but in a few minutes you’ll have them down.

First is to write clear, concise, compelling headlines.https://preview.hs-sites.com/_hcms/preview/content/9832316?portalId=53&_preview=true&preview_key=KLcaRPza

Explain the value and importance of the offer to your personas.Remember it’s all about communicating how your offer will help website visitors solve a problem or benefit from an opportunityhttp://www.votility.com/online-advocacy-software-ebook/guide-to-member-engagement

Use bullet points to make information easily digestible3-5 bullet points is a good number to shoot forhttp://offers.hubspot.com/inbound-marketing-assessment

Select the appropriate number of form fields for your offerThe more perceived value your persona (not you) sees in the offer the more personal information they will be willing submit.http://go.stayclassy.org/ultimate-campaign-planning-kit

Remove navigation and all links.The only goal of a landing page is to convert visitors to leads, all else comes second.http://www.ninjametrics.com/prediction-the-future-of-game-analytics-white-paper

Include a relevant image, gif or short videoThis helps visually communicate the value of your offerhttps://preview.hs-sites.com/_hcms/preview/content/24091666?portalId=206683&_preview=true&preview_key=7in4HUkb

Add social media share iconsSo website visitors can promote your offer to their social networks without leaving your landing pagehttps://preview.hs-sites.com/_hcms/preview/content/359712514?portalId=53&_preview=true&preview_key=cYXhecQj

Add testimonials when relevantTestimonials are great social proof that your offers are worth whilehttp://offers.hubspot.com/ultimate-how-to-marketing-guide

Use industry awards and recognition as a way to add value and legitimacy to your offer from the view point of your website visitorshttp://info.bizible.com/roas-golden-metric-of-marketing

Reviewing a few Quality landing pageExamples With all of the knowledge gain today let’s wrap up by taking a minute to analyze a few landing pages and provide some feedback.

Let’s start with a B2B example

Here is an example of a well thought out landing pageBy the end of these examples you will be able to identify each element of what makes a landing page successful and have the necessary knowledge needed to create high performing landing pages that convert your website visitors to leads and ace your inbound certification test.Grab your pen and paper again or pull up a note pad on a second monitor. Take 30 seconds to evaluate this page and see how many different elements on the landing page you can identify. For example,

there is a clear headline (highlight). There are 8 more, you have 30 seconds to identify as many as you can, ready go!Your 30 seconds starts now5 seconds on silence this slide

NOTE: slowly begin to gray out the slide in blocks and at 30 seconds put definition over the landing page to get everyone’s attention 5 seconds on silence this slide

5 seconds on silence this slide then audio kicks in30 seconds is up, let’s see how many best practices you were able to identify

Let’s review the best practices this landing page utilizedThis is a great example of how a high performing landing page may not necessarily use all of the best practices. Use the best practices as a guideline, when in doubt use more not less.

What we are looking at here is the submission rate (number of landing pages viewers that ended up submitting their information.Here we can see a steady increase over time. When you see analytics like this celebrate then ask yourself why you are getting such great results so you can apply your findings to your other landing pageshttps://preview.hs-sites.com/_hcms/preview/content/335021606?portalId=245562&_preview=true&preview_key=XpQL_WDA

Let’s take a look at an edu landing page example

Take 15 seconds to identify as many best practices as you can for this example. 15 seconds of silence

Let’s review

Look at this drop off, why is this, could the offer just no longer be relevant to our buyer personas?This significant drop-off would most likely signify the conversation path (call to action) has been removed form you website or is not as prominently placed as it used to be. Analyze, analyze, analyze, the story of your landing page lives in the analytics

Take another 15 seconds here to identify which best practices are being used15 seconds of silence

Here we can see…

TEXT ON SLIDE? –KG

15 seconds of silencehttp://team.hubspot.com/telecom-big-data-101

http://team.hubspot.com/telecom-big-data-101

15 seconds of silencehttps://preview.hs-sites.com/_hcms/preview/content/597462502?portalId=152363&_preview=true&preview_key=_0JyeLLt

https://preview.hs-sites.com/_hcms/preview/content/597462502?portalId=152363&_preview=true&preview_key=_0JyeLLt

The Anatomy of a Landing Page

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