The Secrets of Landing Page Success: Optimization Best Practices and Case Studies

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Well-designed and structured landing pages are absolutely essential for the success of any paid media campaign. By giving careful thought to each element of a landing page and designing with lead generation and the buyer journey in mind, paid advertising campaigns can yield impressive conversion and sales.

During this webinar, Jenny DeGraff, Design Optimization Manager at Marketing Mojo, will tell the real-life stories of optimization successes and discuss the best practices that were implemented for better results.

What You’ll Learn:
• Landing page success stories across a variety of industries and verticals
• Creative landing page designs utilizing common best practices and outside-the-box ideas, including before and after examples
• Useful landing page optimization tips and takeaways from each success story

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The Secrets of Landing Page Success: Optimization Best Practices and Case Studies

  1. 1. @marketingmojo | #mojowebinar | marketing-mojo.com Presented by Jenny DeGraff Design Optimization Manager Kari Rippetoe Content Marketing Manager THE SECRETS OF LANDING PAGE SUCCESS: OPTIMIZATION BEST PRACTICES AND CASE STUDIES
  2. 2. @marketingmojo | #mojowebinar | marketing-mojo.com TODAY’S PRESENTER JENNY DEGRAFF Design Optimization Manager Marketing Mojo @JennyDeGraff +Jenny DeGraff MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo
  3. 3. @marketingmojo | #mojowebinar | marketing-mojo.com ABOUT MARKETING MOJO •  Originally founded as Search Mojo •  Demand generation marketing firm founded in 2005 ›  Search engine optimization (SEO) ›  Paid media management »  Pay-per-click advertising management (PPC) »  Social media advertising ›  Content marketing ›  Marketing automation ›  Analytics consulting •  Headquartered in Charlottesville, VA ›  Office in Charleston, SC •  Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs •  Speakers at SMX Advanced, MarketingProfs, PubCon and more
  4. 4. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
  5. 5. @marketingmojo | #mojowebinar | marketing-mojo.com ALL LANDING PAGES ARE WEB PAGES, BUT NOT ALL WEB PAGES ARE LANDING PAGES
  6. 6. @marketingmojo | #mojowebinar | marketing-mojo.com A LANDING PAGE IS… •  Not part of a website •  Designed specifically to drive conversions ›  Click through ›  Lead generation
  7. 7. @marketingmojo | #mojowebinar | marketing-mojo.com WHY YOU SHOULD USE LANDING PAGES? •  Control your first impression •  Generate more leads
  8. 8. @marketingmojo | #mojowebinar | marketing-mojo.com LANDING PAGE SUCCESS STORIES
  9. 9. @marketingmojo | #mojowebinar | marketing-mojo.com VAULTLOGIX •  B2B technology company •  Provides cloud backup and data protection services
  10. 10. @marketingmojo | #mojowebinar | marketing-mojo.com ORIGINAL •  Type of Page: Offer page on website •  User Intent: To learn about VaultLogix data backup service •  Conversion Goal: Generate free-trial leads
  11. 11. @marketingmojo | #mojowebinar | marketing-mojo.com CHALLENGER •  Removed navigation •  Clear headline •  Reduced form fields and encapsulated form •  Used actionable button text •  Easily digestible bulleted content •  Added relevant imagery
  12. 12. @marketingmojo | #mojowebinar | marketing-mojo.com 202% Improvement in Free Trial Requests
  13. 13. @marketingmojo | #mojowebinar | marketing-mojo.com SOUTHERN STATES •  Agricultural supply cooperative •  Over 1,200 retail store locations
  14. 14. @marketingmojo | #mojowebinar | marketing-mojo.com •  Type of Page: Website home page •  User Intent: Searches for branded keywords •  Conversion Goal: Generate click- throughs to top KPIs ORIGINAL
  15. 15. @marketingmojo | #mojowebinar | marketing-mojo.com CHALLENGER •  Simplified, pared down design •  No navigation •  Limited distractions, offers and links •  Created a visual hierarchy
  16. 16. @marketingmojo | #mojowebinar | marketing-mojo.com 42% Lift in overall conversions
  17. 17. @marketingmojo | #mojowebinar | marketing-mojo.com LEXISNEXIS MEDMAL NAVIGATOR •  Global provider of workflow solutions for legal professionals •  Legal research tool for medical malpractice cases
  18. 18. @marketingmojo | #mojowebinar | marketing-mojo.com ORIGINAL •  Type of Page: Product page on website •  User Intent: To learn about the interactive tool •  Conversion Goal: Generate sales leads
  19. 19. @marketingmojo | #mojowebinar | marketing-mojo.com •  Highlighted the video •  Presented more concise information •  On-page phone number was removed to promote form fill outs CHALLENGER
  20. 20. @marketingmojo | #mojowebinar | marketing-mojo.com 203% Improvement in Conversion Rate
  21. 21. @marketingmojo | #mojowebinar | marketing-mojo.com SHARE OUR STRENGTH •  Nonprofit fighting to end child hunger in America •  Bake Sale for No Kid Hungry: national fundraising initiative that encourages people to host bake sales
  22. 22. @marketingmojo | #mojowebinar | marketing-mojo.com ORIGINAL •  Type of Page: Desktop Landing Page •  User Intent: To learn about the Bake Sale for No Kid Hungry •  Conversion Goal: Register to host a bake sale
  23. 23. @marketingmojo | #mojowebinar | marketing-mojo.com CHALLENGER •  Responsive design
  24. 24. @marketingmojo | #mojowebinar | marketing-mojo.com 41% Improvement in Mobile and Tablet Conversions
  25. 25. @marketingmojo | #mojowebinar | marketing-mojo.com TAKEAWAYS
  26. 26. @marketingmojo | #mojowebinar | marketing-mojo.com BEST PRACTICES •  Message match •  Clear actionable headlines •  Use a strong call to action •  Minimize number of form fields •  Remove navigation and non-essential links •  Concise easy to read copy •  Take advantage of trust indicators •  Use images and videos to support copy •  Always be testing
  27. 27. @marketingmojo | #mojowebinar | marketing-mojo.com CONTACT JENNY DEGRAFF Design Optimization Manager Marketing Mojo @JennyDeGraff +Jenny DeGraff
  28. 28. @marketingmojo | #mojowebinar | marketing-mojo.com LOOKING FOR HELP? Contact Marketing Mojo 800-939-5938 ext. 1 hello@marketing-mojo.com MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo

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