Landing Pages - What, Why, and How

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Jenn Mathews talked about Landing Pages - what they are, why you should use them, how to maximize them, and more at the Wappow Search and Social Revelations workshop.

Published in: Business, Technology
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Landing Pages - What, Why, and How

  1. 1. Landing Pages<br />Why, When and How to use them<br />
  2. 2. Why Landing Pages<br />Give the user what they want<br />Decrease Cost Per Conversion<br />Provide more from an email, social share, etc<br />
  3. 3. When You Should Use Landing Pages <br />Always…<br />Support Promotions<br />Support Online Advertising<br />Provide Personal User Experience (PURL)<br />Drive Conversions<br />Capture Data<br />
  4. 4. B to C<br />User searches for item<br />User sees the ad and clicks it<br />User lands on landing page<br />User purchases<br />
  5. 5. B to B<br />User researches product or service<br />User sees advertisement or social action<br />Influencer downloads white paper, case study, etc<br />Influencer receives nurture campaign<br />Influencer convinces Decision Maker <br />Decision Maker makes a purchase decision<br />
  6. 6. Segments<br />Typical Marketing Segments for B2B:<br /><ul><li>Decision Maker or Influencer
  7. 7. Company Size
  8. 8. Industry Status (industry leaders or newcomers)
  9. 9. Business Function (Data processing, design, accounting, human resources, etc)</li></ul>Typical Marketing Segments for Consumers:<br /><ul><li>Potential (marketing to children or teens conditioning for the future)
  10. 10. PhysicalCharacteristics-weight, height, etc)
  11. 11. Interests (cat vs dog lovers, sports, etc)
  12. 12. Education
  13. 13. Age
  14. 14. Gender
  15. 15. Demographics/culture/religion
  16. 16. Seasonal or Time related
  17. 17. Geography</li></li></ul><li>Good Landing Pages<br />Clear Call to Action<br />Value Proposition<br />Vital Info above the fold<br />Link to more details (complete user flow)<br />
  18. 18. Good Examples<br />
  19. 19.
  20. 20. Bad Examples<br />

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