- 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)

1. PRESENTERS
Bob Canaway
Vice President Marketing
Melinda Cormier
Demand Generation Manager

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. Why Do We Create Landing Pages?
• Conversions
• Focus of Message
• Measurable
• Improvable
• Compartmentalizable

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. Landing Pages

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. 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. 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. 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. 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. 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. Northern Trail, Ultimate Guide to Camping and Other Outdoor
Activities

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. We Optimize Digital Strategies
Improved
connections
Increased
engagement
Enhanced
acquisition
and retention

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