Turning Landing Pages into Lead Gen Gold

•

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In this 1/2-hour webinar blitz,explore effective ways to optimize landing page design and content in the quest to generate highly qualified leads. Learn how to create the right balance of content and questions, call to action and audience appeal and improve your landing page conversion rates!

Turning
Landing
Pages
into

Lead
Gen
Gold

Presented
by:

Ka#
Newburg,
Training
Specialist,
Pardot

October,
2012

Agenda

• Who
am
I?

• Common
Landing
Pages

• Key
Components

• Shorter
Forms

• Op#mizing
Landing
Pages

What
makes
a
Landing
Page?

So
we’re
all
on
the
same
page…

Types
of
Landing
Pages

•  Whitepaper
Download

•  Webinar
Registra#on

•  Free
Trial

•  Request
a
Demo

•  Event
Sign-‐Up

What
do
these
have
in
common?

Key
Components

• Clear
Objec#ve

• Concise
Descrip#on

• Call
to
Ac#on

• Short
Form

• Provides
informa#on
or
value

Shorter
Forms

Get
their
foot
in
the
door

How
many
ﬁelds?

• Ideal
is
4-‐5

•  First
Name

•  Last
Name

•  Email
Address

•  Company

• No
more
than
10

• Propor#onate
collateral

•  What
would
you
exchange

for
similar
informa#on?

How
to
make
forms
easier?

Pre-‐populate
when
possible

•  BeVer
User
Experience

Progressive
Proﬁling

•  Ask
for
data
in
smaller
por#ons

•  Higher
conversion
rate

OpKmizing
Landing
Pages

Knocking
their
socks
oﬀ

Keep
It
Above
the
Fold

Newspaper
Rule

•  Biggest
story
up

top

•  Limit
scrolling

•  Call
to
ac#on
above

the
fold

Have
Clear
ObjecKves

http://www.sugarcrm.com/Free_Trial

Leverage
Images
&
Video

•  Images
should

complement
oﬀer

•  Images
naturally

draw
the
eye
away

from
copy

Email
Content

Get
BeUer
InformaKon

• System
cannot
be
gamed

• Capture
bounces
/
opens
/
click-‐throughs

What
Did
We
Cover

• Common
Landing
Pages

• Key
Components

• Shorter
Forms

• Op#mizing
Landing
Pages

Contact
InformaKon

Pardot

KaK
Newburg
An
ExactTarget
Company

Training
Specialist
950
East
Paces
Ferry
Rd

Client
Services
Suite
3300

ka#.newburg@pardot.com
Atlanta,
Georgia
30326

@Ka#_Newburg

404.492.6848

877.3B2B.ROI

www.pardot.com

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Turning Landing Pages into Lead Gen Gold

1. Turning Landing Pages into Lead Gen Gold Presented by: Ka# Newburg, Training Specialist, Pardot October, 2012

2. Agenda • Who am I? • Common Landing Pages • Key Components • Shorter Forms • Op#mizing Landing Pages

3. Who Am I?

4. What makes a Landing Page? So we’re all on the same page…

5. Types of Landing Pages •  Whitepaper Download •  Webinar Registra#on •  Free Trial •  Request a Demo •  Event Sign-‐Up What do these have in common?

6. Key Components • Clear Objec#ve • Concise Descrip#on • Call to Ac#on • Short Form • Provides informa#on or value

7. Shorter Forms Get their foot in the door

8. How many ﬁelds? • Ideal is 4-‐5 •  First Name •  Last Name •  Email Address •  Company • No more than 10 • Propor#onate collateral •  What would you exchange for similar informa#on?

9. What ﬁelds to include?

10. How to make forms easier? Pre-‐populate when possible •  BeVer User Experience Progressive Proﬁling •  Ask for data in smaller por#ons •  Higher conversion rate

11. OpKmizing Landing Pages Knocking their socks oﬀ

12. Remove NavigaKon

13. Keep It Above the Fold Newspaper Rule •  Biggest story up top •  Limit scrolling •  Call to ac#on above the fold

14. Have Clear ObjecKves http://www.sugarcrm.com/Free_Trial

15. Leverage Images & Video •  Images should complement oﬀer •  Images naturally draw the eye away from copy

16. Email Content Get BeUer InformaKon • System cannot be gamed • Capture bounces / opens / click-‐throughs

17. What Did We Cover • Common Landing Pages • Key Components • Shorter Forms • Op#mizing Landing Pages

18. QuesKons?

19. Contact InformaKon Pardot KaK Newburg An ExactTarget Company Training Specialist 950 East Paces Ferry Rd Client Services Suite 3300 ka#.newburg@pardot.com Atlanta, Georgia 30326 @Ka#_Newburg 404.492.6848 877.3B2B.ROI www.pardot.com

Turning Landing Pages into Lead Gen Gold

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