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How to Create the Best Landing Pages Ever!

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- Only 22% of businesses are satisfied with their landing pages (Econsultancy)
- 48% of marketers build a new landing page for each marketing campaign. (MarketingSherpa)
- 68% of B2B businesses use landing pages to garner a new sales lead for future conversion. (MarketingSherpa)
- Mobile optimized landing pages convert 300% higher over phones than non mobile optimized (Ektron)

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How to Create the Best Landing Pages Ever!

  1. 1. PRESENTERS Bob Canaway Vice President Marketing Melinda Cormier Demand Generation Manager
  2. 2. Topics • Overview of the Landing Page • 6 Steps to Optimize Landing Pages • Don‟t Forget About the „Thank You‟ • Ways to Improve Performance
  3. 3. Why Do We Create Landing Pages? • Conversions • Focus of Message • Measurable • Improvable • Compartmentalizable
  4. 4. Landing Pages • Only 22% of businesses are satisfied with their landing pages (Econsultancy) • 48% of marketers build a new landing page for each marketing campaign. (MarketingSherpa) • 68% of B2B businesses use landing pages to garner a new sales lead for future conversion. (MarketingSherpa) • Mobile optimized landing pages convert 300% higher over phones than non mobile optimized (Ektron)
  5. 5. Landing Pages
  6. 6. 6 Steps for Optimized Landing Pages Your Brand ONE We all want consistent messaging and branding on our web pages, which includes our landing pages. 1. Your Logo • Position, Scale, Version, etc. 2. The Theme • Consistent Styling (CSS)
  7. 7. 6 Steps for Optimized Landing Pages Your Content TWO Content is the foundation for visitor engagement and the cornerstone of your landing pages. 1. Main Title: Content Title & Type 2. Sub Header: What are the Benefits of Downloading the Content? 3. Body Copy: Be Descriptive and Use Bullets 4. No Scrolling: Above the Fold and Responsive Design
  8. 8. 6 Steps for Optimized Landing Pages Your Design THREE Ease of use is imperative when it comes to the landing page user experience. 1. Reduce Page Navigation • Eliminate distractions – Make it easy for your visitors to understand what you want them to do 2. Create Forms with Minimal Fields • Include only the “must haves”
  9. 9. 6 Steps for Optimized Landing Pages Behind the Scenes FOUR Know the inner workings of your URL aliasing, meta tag descriptions, and workflow preferences before publishing your landing page. 1. Map Form Fields to Other Systems 2. Use Alt Text on Images & Title Tags on URL‟s 3. Include a Meta Description 4. Create Custom Page URL‟s – Be Descriptive 5. Always Spell Check
  10. 10. 6 Steps for Optimized Landing Pages The Thank You Page FIVE Once the lead hits the “SUBMIT” button – redirect them to a customized thank you page. 1. No In-Line Messages 2. Be Consistent (Styling, Images, CTA‟s, Descriptions, Etc.) 3. Open the Content in a New Window 4. Add “Do Not Follow” Code 5. Include Secondary Offers
  11. 11. 6 Steps for Optimized Landing Pages Optimize, Analyze, & Organize It‟s all about getting results. SIX 1. A/B Testing • To Improve Conversion Rates (Form Right vs Left, Button Color, etc.) • To Test Related Secondary Offers 2. Maintain Consistent Internal Naming Standards 3. Respect Your Visitors – Provide a Privacy Policy Link
  12. 12. Northern Trail, Ultimate Guide to Camping and Other Outdoor Activities
  13. 13. DIGITAL EXPERIENCE MANAGEMENT PLATFORM Ektron Application Framework C O M MARKETING OPTIMIZATION BLOGS & COMMUNITIES PERSONA MGMT CONTENT TARGETING SOCIAL PUBLISHING SEO MV TESTING M CONTENT MANAGEMENT E R C E CRM ESYNC CLOUD MANAGER EDITING AND WORKFLO W MOBILE SITE CREATION AND MGMT VISUAL PAGE LAYOUT SITE SEARCH MARKETING AUTOMATION Context Bus E SOCIAL WEB ANALYTICS SHAREPOINT VIDEO
  14. 14. We Optimize Digital Strategies Improved connections Increased engagement Enhanced acquisition and retention
  15. 15. Questions? Bob Canaway Vice President Marketing at Ektron @bobcanaway bob.canaway@ektron.com Melinda Cormier Demand Generation Manager at Ektron @melindacormier melinda.cormier@ektron.com www.ektron.com

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