Landing Page Success Strategies


Published on - This presentation examines best practices for landing pages and conversion rate optimization.

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Landing Page Success Strategies

  1. 1. Landing Page Success Strategies Frank Coyle, President, Point It Howard J. Sewell, President, Connect Direct July 22, 2009
  2. 2. Webinar Logistics• Event is being recorded• Email with link will be sent out later this week• Ask questions throughout
  3. 3. Presentation Agenda About Point It• Launched in April 2002• Seattle’s largest independent search marketing firm• $30 MM in managed media, 2008• PPC & SEO• 12 team members, 40+ yrs of SEM experience• Servicing clients across all verticals and revenue models
  4. 4. About Connect Direct Presentation Agenda• Full-service marketing agency specializing in integrated demand generation and lead management for high-tech, B2B companies• 18-year track record developing successful response- oriented strategies & programs including SEM, email, content syndication, Webinars, social media, lead nurturing & lead management• Offices in Seattle and Silicon Valley• Clients include Cisco, QlikTech, VMware• “Top Agency” 2007, 2008, 2009 – B2B Magazine
  5. 5. Agenda Presentation Agenda• Landing page definition• 6 basic principles• Landing page checklist• Before and after• Landing page examples• Tracking conversions• Landing page roadblocks• Landing page critiques• Q&A
  6. 6. Definition (Alternative) Presentation Agenda• Landing Page is (possibly) your most expensive salesperson • All PPC traffic runs through it • Within 3 seconds it can turn customers on or off • Train it, just like you would a salesperson • And keep on “training” it ( = ongoing testing)
  7. 7. 6 Basic Principles Presentation Agenda• Focus the visitor on one, compelling offer• Sell the offer, not the product• Provide a clear, simple, direct, highly visible path to the desired action• Minimize or eliminate “escape routes” including any and all links to the corporate Website• Provide no more information than the visitor needs in order to take the desired action• (PPC) Establish an immediate relevance with the search term
  8. 8. PresentationSimple Keeping it Agenda• Does having more than one objective to a landing page impact its performance (i.e. conversion rates)?• In two industry studies by a leading research firm, for an online computer retailer and online publisher, focusing the landing page on one primary objective increased conversions by 19% and 65%, respectively* *2007, Marketing Experiments Research
  9. 9. Landing Page (Old)
  10. 10. Landing Page (New)
  11. 11. Landing Page Checklist Presentation Agenda• “Above the fold”• Eyeflow leads to target• Eliminate navigation• Shrink the header graphic if necessary• Buttons, see them from across the room• Graphics, clickable, with caption• Use the footer for essential links (privacy, etc.)• Keep the footer below the fold
  12. 12. Landing Page Checklist Presentation Agenda• Testimonials• 3rd party endorsements• Awards• Trust symbols• Privacy statement and contact us• Conversion tracking• Google Analytics Goals & Funnel
  13. 13. Landing Page Examples
  14. 14. IVT Landing Page
  15. 15. GuardIDMicrosite
  16. 16. Quova Microsite– Gateway Page
  17. 17. QlikTechLanding Page
  18. 18. Landing Page Tracking
  19. 19. Multiple Methods Presentation Agenda• Adwords conversion tracking• Google Analytics• 3rd party tools: Omniture, WebTrends,etc.
  20. 20. Setting Up Goals Presentation Agenda• Set up a profile in Google Analytics (GA)• GA profile can only have 4 goals• Setup multiple profiles to capture all your LP when you have more than 4 LPs
  21. 21. Landing Page FunnelProblems!
  22. 22. Landing Page Funnel - IILooking Good !
  23. 23. Form Field Drop-off High drop-off at email address field
  24. 24. Landing Page Roadblocks Presentation Agenda• “One-off” mindset• Lack of resources• Going through IT• Sales requesting too many form fields• Desire to turn LP into “catch all” page• Solution: • Nothing gets the attention of senior management like the funnel (put a dollar figure on the exits!)
  25. 25. Landing Page Critiques
  26. 26. CredcoLanding Page
  27. 27. BarNoneLanding Page
  28. 28. Trend MicroLanding Page
  29. 29. Q&A Frank Coyle, Point It frankc@pointit.comHoward J. Sewell, Connect Direct (CDI)