#inbound2013
How to Make a Killer
Landing Page
Critical Best Practices for
Converting Organic & Paid Traffic
Lucy Orloski
from maine; former
hubspotter!
@elleyo
LUCY
ORLOSKI
1 Critical Elements of a Successful Landing Page
– Why Do They Matter?
– Guiding Goals
– 3 Golden Rules
– Creative Experim...
1 Critical Elements of a
Successful Landing Page
Landing pages are fishing nets that capture
the ocean of traffic sitting on your website.
They’re a marketer’s
primary tool to turn site
traffic into valuable,
contactable leads.
Landing pages get someone to do
something you want them to do.
...Fill out a form, download something,
create an account, ...
1 Conversion
2 Clarity
3 Friction Reduction
Guiding Goals
Three Golden Rules
1 Tell visitors exactly what you’re offering
3 Golden Rules
“This eBook has 17 pages of charts and graphs, step-by-step
in...
1 Tell visitors exactly what you’re offering
2 Tell them why they can’t live without it
3 Golden Rules
“This eBook gives y...
1 Tell visitors exactly what you’re offering
2 Tell them why they can’t live without it
3 Tell them what they need to do t...
Landing Page Example
Tells you
exactly what
you’ll get
Tells you why you
can’t live without it
Tells you what
you need to ...
OVER
30%
Tells you
exactly
what you’ll
get
Tells you why you
can’t live without it
Tells you what you
need to do to get it
49%
Bad Landing Page Example
Bad Landing Page Example
Good & Bad Landing Page Example
Creative Experimentation
1 Tracking URLs
Experimentation Prep
?utm_campaign=adplacement-offer-date-creative
?utm_campaign=webpronews-roiguide-08211...
1 Tracking URLs
2 Frequency
Test Prep
Test as much as you can. If you have limited time &
resources, focus testing on prob...
1 Positioning / Lead-In CTA
Areas for Experimentation
How you set expectations of what a user will see on a landing
page i...
Positioning / Lead-In CTA
6%
Positioning / Lead-In CTA
Free Quote
Free Design
Consultation
~ 25% CTR
~ 15% LP
conversion
1 Positioning / Lead-In CTA
2 Navigation
Areas for Experimentation
Best practice is to leave your landing page free of nav...
Navigation
1 Positioning / Lead-In CTA
2 Navigation
3 Copy
Areas for Experimentation
Copy is critical. It’s how you communicate to a ...
Copy
Areas for Experimentation
• Headline
• Body Intro
• Bullets
• Conclusion, CTA
• Image Captions
• Content Previews
Copy
Aim for:
• Clarity
• Brevity
• Articulating value to the visitor
You have less than 3 seconds to
make the value of yo...
1 Positioning / Lead-In CTA
2 Navigation
3 Copy
4 Pictures / Previews
Areas for Experimentation
Pictures & other content p...
Pictures / Previews
8%
Pictures / Previews
Areas for Experimentation
• Thumbnail preview
• Content preview
• For video, embed a short
“trailer”
•...
Pictures / Previews
Preview content should:
• Have substance
• Come directly from your offer
– don’t promise something
you...
1 Positioning / Lead-In CTA
2 Navigation
3 Copy
4 Pictures / Previews
5 Forms
Areas for Experimentation
Think of your form...
Forms
Areas for Experimentation
• Form headline
• Number of fields
• Content of fields
• Risk reversal statements (why
the...
Forms / Submit Button
3.5%
1 Positioning / Lead-In CTA
2 Navigation
3 Copy
4 Pictures / Previews
5 Forms
6 Alternative CTAs
Areas for Experimentation...
Alternative CTAs / Example
Alternative CTA Best Practices
Don’t
• Fail to add value beyond the primary
offer of the landing page
• Conflict with the ...
1 Positioning / Lead-In CTA
2 Navigation
3 Copy
4 Pictures / Previews
5 Forms
6 Alternative CTAs
7 Page Load Speed
Areas f...
40%
of visitors will abandon it &
For a website that takes more than 3 seconds to
load,
80%
will never return.
Page Load Speed / Resources
Free Resources
• A Beginner’s Guide to Web
Performance
• A Designer’s Guide to Web
Performance...
What Happens
The Value of Thank You Pages
1 Value
Thank-You Pages
A good thank you page gives a visitor multiple relevant
paths to walk down. If you have lead intel...
Thank You Pages / Example
1 Value
2 Best Practices
Thank-You Pages
Thank You Page Best Practices
Don’t
• Use the same thank-you page for
every offer
• Stonewall the user by providing no
rec...
2 Landing Pages
for Paid Search
Concerns Specific to Paid
Advertising
1 Bounce Rate
Why Do Paid LPs Matter?
You paid for traffic to reach your landing page. If it
immediately bounces, you wast...
1 Bounce Rate
2 Quality Score
Why Do They Matter?
If you’re running AdWords, landing pages that load
quickly and immediate...
1 Bounce Rate
2 Quality Score
3 Cost Per Lead
Why Do They Matter?
Regardless of paid channel, the more visitors you
conver...
Elements of a Successful Paid LP
1 Organic Best Practices
Elements of a Successful Paid LP
All best practices for an organic landing page apply to
paid lan...
1 Organic Best Practices
2 PPC: Speaks to Keyword / Ad Group Interest
Elements of a Successful PPC LP
If you’re buying the...
1 Organic Best Practices
2 PPC: Speaks to Keyword / Ad Group Interest
3 Early-stage Alternative CTAs
Elements of a Success...
Alternative CTAs / Example
1 Organic Best Practices
2 PPC: Speaks to Keyword / Ad Group Interest
3 Early-stage Alternative CTAs
4 Page Load Speed
Ele...
Nurturing Paid Leads
1 How Should You Nurture Them?
Nurturing Paid Leads
Paid leads are colder than organic leads. That means you
may want to d...
1 How Should You Nurture Them?
2 How Should Sales Interact with Them?
Nurturing Paid Leads
Since paid leads are colder, Sa...
1 Make the value of your offer as clear as possible to
visitors.
2 Experiment with as many page elements as you can
to inc...
QUESTIONS?
How to Make a Killer Landing Page: Critical Best Practices for Converting Organic & Paid Traffic
How to Make a Killer Landing Page: Critical Best Practices for Converting Organic & Paid Traffic
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How to Make a Killer Landing Page: Critical Best Practices for Converting Organic & Paid Traffic

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Originally presented at #inbound13.

All the website traffic in the world isn’t worth a dime if you can’t convert it to leads. As a marketer, landing pages are the most powerful conversion tool you have. In this presentation, you’ll learn the critical elements of landing page design for both organic and paid traffic (yes, they’re different!). It covers everything from best practices of page structure, content, and style to different strategies for successful lead capture and subsequent engagement. You’ll get the tools you need to pump up the conversion power of your website -- and lower your cost per lead!

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  • Guiding goals for landing page creation
  • http://www.flickr.com/photos/50148267@N00/3475117401/Good landing pages act like a greased chute, getting people exactly where they need to go.
  • Conversion Rate
  • Conversion Rate
  • The most important piece of landing page optimization is experimentation. You can’t improve over baseline if you don’t try something new.
  • Tracking URLs are a critical tool for tracking landing page success. They’re especially helpful in understanding which paid campaigns are performing well for you!
  • Tracking URLs allow you to see whether or not the changes you’ve made are working. You can create different tracking URLs for different landing page or creative variations if you don’t have access to an automated tool.
  • Of these two CTA buttons, the second one has a significantly higher clickthrough and resulted in increased conversion on the following (free trial) landing page.
  • Of these two CTA buttons, the second one has a significantly higher clickthrough and resulted in increased conversion on the following (free trial) landing page.
  • Having navigation present is a great variable to experiment with. If you don’t have time to experiment, it’s a safe bet that going without navigation will result in a higher landing page conversion rate.
  • It’s all fair game! When decided what changes to test, remember to always aim for clarity, simplicity, and articulating to the user what they’ll get if they take you up on your offer.
  • It’s all fair game! When decided what changes to test, remember to always aim for clarity, simplicity, and articulating to the user what they’ll get if they take you up on your offer.
  • Adding a simple image had an immediate impact on this Kinvey landing page.
  • Preview content should be
  • Preview content should be
  • Clickthrough was 3.5% higher on the second form button.
  • A good alternative offer doesn’t conflict with the main offer of the landing page. It’s either earlier or later stage.
  • Clickthrough was 3.5% higher on the second form button.
  • Someone successfully filled out your landing page. Awesome! Don’t just leave them there – give them relevant choices of what to do next.
  • Thank you pages are like choose your own adventures for your leads – now that you have their contact info, let your leads show you where they want to go next!
  • A good thank-you page takes into account what the user just did and provides them with relevant next-step options.
  • Clickthrough was 3.5% higher on the second form button.
  • This is an example of a good alternative CTA for paid traffic.
  • For instance, if a paid lead downloaded one ebook, consider getting them to attend a webinar or kick off a free trial before you send them to your Sales team.
  • How to Make a Killer Landing Page: Critical Best Practices for Converting Organic & Paid Traffic

    1. 1. #inbound2013 How to Make a Killer Landing Page Critical Best Practices for Converting Organic & Paid Traffic Lucy Orloski
    2. 2. from maine; former hubspotter! @elleyo LUCY ORLOSKI
    3. 3. 1 Critical Elements of a Successful Landing Page – Why Do They Matter? – Guiding Goals – 3 Golden Rules – Creative Experimentation – Thank-You Pages 2 Landing Pages for Paid Traffic – Why Do Paid Landing Pages Matter? – Elements of a Successful Paid Landing Page – Nurturing Paid Leads AGENDA
    4. 4. 1 Critical Elements of a Successful Landing Page
    5. 5. Landing pages are fishing nets that capture the ocean of traffic sitting on your website.
    6. 6. They’re a marketer’s primary tool to turn site traffic into valuable, contactable leads.
    7. 7. Landing pages get someone to do something you want them to do. ...Fill out a form, download something, create an account, call a number...
    8. 8. 1 Conversion 2 Clarity 3 Friction Reduction Guiding Goals
    9. 9. Three Golden Rules
    10. 10. 1 Tell visitors exactly what you’re offering 3 Golden Rules “This eBook has 17 pages of charts and graphs, step-by-step instructions for determining your ROI, and a full set of worksheets you can use at your next planning meeting.”
    11. 11. 1 Tell visitors exactly what you’re offering 2 Tell them why they can’t live without it 3 Golden Rules “This eBook gives you all the tools you need to overcome internal opposition and get the buy-in you need to purchase enterprise security software.”
    12. 12. 1 Tell visitors exactly what you’re offering 2 Tell them why they can’t live without it 3 Tell them what they need to do to get it 3 Golden Rules “Just fill out the form at right and we’ll send you a copy of your eBook!”
    13. 13. Landing Page Example Tells you exactly what you’ll get Tells you why you can’t live without it Tells you what you need to do to get it
    14. 14. OVER 30%
    15. 15. Tells you exactly what you’ll get Tells you why you can’t live without it Tells you what you need to do to get it
    16. 16. 49%
    17. 17. Bad Landing Page Example
    18. 18. Bad Landing Page Example
    19. 19. Good & Bad Landing Page Example
    20. 20. Creative Experimentation
    21. 21. 1 Tracking URLs Experimentation Prep ?utm_campaign=adplacement-offer-date-creative ?utm_campaign=webpronews-roiguide-082113-a
    22. 22. 1 Tracking URLs 2 Frequency Test Prep Test as much as you can. If you have limited time & resources, focus testing on problem pages – those with < 20% conversion rates.
    23. 23. 1 Positioning / Lead-In CTA Areas for Experimentation How you set expectations of what a user will see on a landing page is critical. If you promise one thing and deliver another – or a visitor perceives that you do – it can seriously hurt your conversion rates.
    24. 24. Positioning / Lead-In CTA 6%
    25. 25. Positioning / Lead-In CTA Free Quote Free Design Consultation ~ 25% CTR ~ 15% LP conversion
    26. 26. 1 Positioning / Lead-In CTA 2 Navigation Areas for Experimentation Best practice is to leave your landing page free of navigation. You can test including it, but when in doubt, go without.
    27. 27. Navigation
    28. 28. 1 Positioning / Lead-In CTA 2 Navigation 3 Copy Areas for Experimentation Copy is critical. It’s how you communicate to a visitor what they’ll get if they fill out your form – and why they can’t live without it. Experiment with the content of your intro, bullets, and concluding copy. Always err on the side of simplicity & clarity.
    29. 29. Copy Areas for Experimentation • Headline • Body Intro • Bullets • Conclusion, CTA • Image Captions • Content Previews
    30. 30. Copy Aim for: • Clarity • Brevity • Articulating value to the visitor You have less than 3 seconds to make the value of your offer clear to your visitor. Don’t add complexity!
    31. 31. 1 Positioning / Lead-In CTA 2 Navigation 3 Copy 4 Pictures / Previews Areas for Experimentation Pictures & other content previews are among the most direct ways to show users what they’ll get from your offer. Experiments with pictures & content previews are most likely to impact your conversion rates.
    32. 32. Pictures / Previews 8%
    33. 33. Pictures / Previews Areas for Experimentation • Thumbnail preview • Content preview • For video, embed a short “trailer” • For eBooks or presentations, embed a preview SlideShare
    34. 34. Pictures / Previews Preview content should: • Have substance • Come directly from your offer – don’t promise something you don’t deliver! • Give the user confidence your offer has value
    35. 35. 1 Positioning / Lead-In CTA 2 Navigation 3 Copy 4 Pictures / Previews 5 Forms Areas for Experimentation Think of your form as a wall you’re asking a visitor to jump over. If you ask for more information than the offer is perceived to be worth, conversion will suffer. Ask only for what you need.
    36. 36. Forms Areas for Experimentation • Form headline • Number of fields • Content of fields • Risk reversal statements (why the info is needed, that you won’t sell it, etc.) • Submit button
    37. 37. Forms / Submit Button 3.5%
    38. 38. 1 Positioning / Lead-In CTA 2 Navigation 3 Copy 4 Pictures / Previews 5 Forms 6 Alternative CTAs Areas for Experimentation Having another CTA on your landing page can boost overall visitor conversion if the CTA doesn’t conflict with the initial landing page offer. Experiment with an alternative offer that speaks to an earlier- or later-stage visitor.
    39. 39. Alternative CTAs / Example
    40. 40. Alternative CTA Best Practices Don’t • Fail to add value beyond the primary offer of the landing page • Conflict with the primary offer of the landing page (e.g., offering an eBook as an alternative CTA on a landing page for another eBook) Do • Provide visitors with another viable path to walk down • Clearly differentiate your alternative CTAs from the primary offer of the landing page (e.g., offering a free tips guide as an alternative CTA on an free trial landing page)
    41. 41. 1 Positioning / Lead-In CTA 2 Navigation 3 Copy 4 Pictures / Previews 5 Forms 6 Alternative CTAs 7 Page Load Speed Areas for Experimentation Landing pages that load quickly convert more visitors. Load times should be 3 seconds or less to prevent conversion loss.
    42. 42. 40% of visitors will abandon it & For a website that takes more than 3 seconds to load, 80% will never return.
    43. 43. Page Load Speed / Resources Free Resources • A Beginner’s Guide to Web Performance • A Designer’s Guide to Web Performance • How to Identify 10 Performance Problems in 10 Seconds • How to Prove the ROI of Web Performance Free Speed Testing Tools • www.websitetest.com • www.webpagetest.com
    44. 44. What Happens
    45. 45. The Value of Thank You Pages
    46. 46. 1 Value Thank-You Pages A good thank you page gives a visitor multiple relevant paths to walk down. If you have lead intelligence software in place, you & your Sales team will see where the user went next – and have a clearer idea of what’s important to them for a stronger sales conversation.
    47. 47. Thank You Pages / Example
    48. 48. 1 Value 2 Best Practices Thank-You Pages
    49. 49. Thank You Page Best Practices Don’t • Use the same thank-you page for every offer • Stonewall the user by providing no recommendations on where they should go next Do • Give them the asset they asked for! • Add navigation back • Take into account what your visitor just did • Give your visitor multiple relevant “paths” to walk down • Use CTAs for later-stage offers
    50. 50. 2 Landing Pages for Paid Search
    51. 51. Concerns Specific to Paid Advertising
    52. 52. 1 Bounce Rate Why Do Paid LPs Matter? You paid for traffic to reach your landing page. If it immediately bounces, you wasted that money.
    53. 53. 1 Bounce Rate 2 Quality Score Why Do They Matter? If you’re running AdWords, landing pages that load quickly and immediately follow through on a user’s expectations have higher Quality Scores, reducing your CPC and lowering your overall cost per conversion.
    54. 54. 1 Bounce Rate 2 Quality Score 3 Cost Per Lead Why Do They Matter? Regardless of paid channel, the more visitors you convert on your landing pages, the lower your cost per lead.
    55. 55. Elements of a Successful Paid LP
    56. 56. 1 Organic Best Practices Elements of a Successful Paid LP All best practices for an organic landing page apply to paid landing pages, too. That said, there are a few areas where extra focus & experimentation can pay off.
    57. 57. 1 Organic Best Practices 2 PPC: Speaks to Keyword / Ad Group Interest Elements of a Successful PPC LP If you’re buying the keyword “red shoes,” both your ad copy & landing page should speak directly to that interest in text and images. Catering to visitor interest on a PPC landing page results in higher conversion & lower cost per lead.
    58. 58. 1 Organic Best Practices 2 PPC: Speaks to Keyword / Ad Group Interest 3 Early-stage Alternative CTAs Elements of a Successful PPC LP Paid leads are generally colder. They are less likely to take you up on a late-stage offer like a trial or immediate purchase. Including an early-stage CTA like an eBook or tips guide on a paid landing page helps you capture a larger portion of your paid traffic!
    59. 59. Alternative CTAs / Example
    60. 60. 1 Organic Best Practices 2 PPC: Speaks to Keyword / Ad Group Interest 3 Early-stage Alternative CTAs 4 Page Load Speed Elements of a Successful PPC LP Paid traffic has an even shorter attention span than organic traffic, so page load speed is more critical with a paid audience. Aim for a page load speed of 2 seconds or less!
    61. 61. Nurturing Paid Leads
    62. 62. 1 How Should You Nurture Them? Nurturing Paid Leads Paid leads are colder than organic leads. That means you may want to do more pre-Sales nurturing through email & thank you pages before you send them to your Sales team.
    63. 63. 1 How Should You Nurture Them? 2 How Should Sales Interact with Them? Nurturing Paid Leads Since paid leads are colder, Sales should be prepped to deliver a more consultative sale. Additionally, Sales should attend to the original lead source & offer and speak to that in their Sales process.
    64. 64. 1 Make the value of your offer as clear as possible to visitors. 2 Experiment with as many page elements as you can to increase clarity and conversion rate. 3 Attend to the specific needs of paid leads to minimize your cost per lead. Summary
    65. 65. QUESTIONS?

    ×