Want to double or triple conversion rates, leads, and online sales? One of the most common mistakes companies make in their online lead generation strategy is NOT using landing pages. Landing pages are critical for the success of any lead generation strategy; yet, a large percentage of companies still do not use them or are not using them successfully. This slide deck covers includes the slides used by expert online marketing strategist, Bob Bly, to create a well-designed landing page that can double or triple conversion rates, leads, and sales. Bob breaks down the crucial elements of a successful landing page – from content to content placement – and covers other significant factors you must consider when creating and promoting your landing pages. A Glimpse of What You Will See: - How to create instant credibility - Landing page “hot spots” where testing different elements will maximize conversion rates - What content increases landing page readership and response - How to capture email addresses of visitors who don’t register on your page. - And more

1. 800-­‐920-­‐7227
|
www.pinpointe.com
www.pinpointe.com
Presented
by
Robert
W.
Bly

2. 800-­‐920-­‐7227
|
www.pinpointe.com
Webinar
brought
to
you
by…
Leader
in
B2B
Email
Marke9ng
1

3. 800-­‐920-­‐7227
|
www.pinpointe.com
FEATURED
SPEAKER
Robert
W.
Bly
Copywriter,
Internet
Marke1ng
Strategist
www.bly.com
Phone:
201.505.9451
|
rbly@bly.com
TwiBer:
@robertbly
MODERATOR
Eryn
Branham
Pinpointe
On-­‐Demand,
Inc.
ebranham@pinpointe.com
800-­‐920-­‐7227
• Prolific
writer,
who
has
published
over
80
books
• MarkePng
educator
• Dubbed
as
“America’s
Top
Copywriter”
2

4. 800-­‐920-­‐7227
|
www.pinpointe.com
B2B
Landing
Page
Free
Content
Offer
3

5. 800-­‐920-­‐7227
|
www.pinpointe.com
B2B
Landing
Page
Summary
XML
and
it’s
suite
of
technologies
provide
you
with
one
of
the
most
powerful
and
effecPve
NoSQL
soluPons
to
create
your
own
web
applicaPons.
TradiPonal
approaches
to
data
management
are
giving
way
to
“Big
Data,”
and
SML
is
parPcularly
adept
at
handling
today’s
complex,
variably
structured,
and
document-­‐oriented
content.
Join
us
for
this
interacPve,
90-­‐minute
training
session
to
discover
how
can
you
create
modern
web
apps
with
SML.
XML's
Syntax
&
Func9onality:
Web
App
Development
&
Programming
Essen9als
• Logic
and
structure:
How
to
read
and
navigate
XML
• XML
for
web
applicaPons
-­‐
your
NoSQL
database
soluPon
• Understand
&
uPlize
the
unique
power
and
flexibility
that
XML
provides
Mastering
The
XML
Toolkit:
Leveraging
XPath,
XQuery,
and
XSLT
• FoundaPons
of
XPath:
How
to
effecPvely
navigate
your
app's
database
• Methods
to
use
XQuery
to
write
the
logic
for
your
applicaPon
• Hands-­‐on
User
Interface
GeneraPon:
Strategies
to
leverage
XSLT
How
To
Build
A
Data-­‐Driven
Web
Applica9on
Based
On
Xml
• Techniques
to
lay
the
foundaPon
through
an
eXist-­‐DB
database
• Live
navigaPon
of
XRX
web
app
architecture:
Building
your
app
• Wrapping
up
and
presenPng
the
finished
app
with
simple
HTML
About
The
Speaker
Evan
Lenz
is
President
of
Lenz
ConsulPng
Group,
Inc.,
and
a
recognized
leader
in
the
field
of
XML-­‐based
publishing.
Mr.
Lenz
has
served
as
invited
expert
on
the
W3C
XSL
Working
Group,
in
which
he
contributed
to
the
design
of
XSLT
2.0,
XPath
2.0,
and
XQuery
1.0.
• He
has
authored
XML-­‐related
books
and
arPcles,
including
XSLT
1.0
Pocket
Reference,
and
has
spoken
at
numerous
industry
conferences.
• In
addiPon,
he
has
extensive
training
in
human
communicaPon
technologies
such
as
NLP,
which
uniquely
enhances
his
approach
to
consulPng
and
training.
• With
over
15
years
of
experience
specializing
in
XML
technologies,
he
is
equipped
to
deliver
extraordinary
value
in
his
consulPng
partnerships.
Program
Highlights
Divert
Sales
Training
4

6. 800-­‐920-­‐7227
|
www.pinpointe.com
32%
CR
B2C
Landing
Page
Direct
Sales
E-­‐book
5

7. 800-­‐920-­‐7227
|
www.pinpointe.com
C
=
4m
+
3v
+
2(i-­‐f)
–
2a
C
=
Conversion
rate
M
=
Prospect
mo9va9on
V
=
Value
proposi9on
I
=
Incen9ve
to
take
ac9on
F
=
Fric9on
A
=
Anxiety
Source:
MarkePng
Experiments
6

8. 800-­‐920-­‐7227
|
www.pinpointe.com
Test
These
7
Landing
Page
“HOT
SPOTS”
BANNER
HEADLINE COPY
SUBHEAD
IMAGE
BODY COPY
CLOSE
FORM POSITION
7

9. 800-­‐920-­‐7227
|
www.pinpointe.com
Which
picture
pulled
best?
Variable
Design:
Image
8

10. 800-­‐920-­‐7227
|
www.pinpointe.com
Conversion
Rates
Variable Design: Image
15.91%
19.26%
15.19%
Results
Which
one
did
the
best?
9

11. 800-­‐920-­‐7227
|
www.pinpointe.com
Teaser
Content
Online
Video
Rela9onship
Building
10

12. 800-­‐920-­‐7227
|
www.pinpointe.com
Online
“CONNECTIVITY”
Keyword/
Headline
IT Training IT Career
Free IT Training
4.69%
(170% lift)
2.7%
IT Job Security
Worries?
1.7%
4.3%
(59% lift)
11

13. 800-­‐920-­‐7227
|
www.pinpointe.com
Copy
Length
Division
Landing
Page
=
Long
Copy
Transac9on
Page
=
Short
Copy
House
Files
Customers
E-­‐Zine
Recipients
E-­‐lists
• Short
Email
• Transac9on
Page
For
E-­‐mail
Marke9ng
• Short
Email
• Landing
Page
• Long
Email
• Landing
Page
• Long
Email
• Transac9on
Page
12

14. 800-­‐920-­‐7227
|
www.pinpointe.com
Name
Capture
With
Squeeze
Pages
Friends
E-­‐Zine
E-­‐Mail
Long-­‐Copy
Landing
Page
Strangers
Banner
Pop-­‐up
SEO
Pay-­‐per-­‐Click
(Google
Adwords)
Short-­‐Copy
“Squeeze
Page”
Long-­‐Copy
Landing
Page
13

15. 800-­‐920-­‐7227
|
www.pinpointe.com
Squeeze
Page
72%
CONVERSION
RATE
14

16. 800-­‐920-­‐7227
|
www.pinpointe.com
Squeeze
Page
15

17. 800-­‐920-­‐7227
|
www.pinpointe.com
Conversion
Rates
LANDING
PAGES
• General
Retail
Markets
–
1%
to
3%
• Targeted
Niche
Markets
–
10%
to
20+%
ONLINE
CONVERSION
E-­‐MAIL
SERIES
• 10%
to
30%
16

18. 800-­‐920-­‐7227
|
www.pinpointe.com
Which
Order
Bukon
Pulled
Best?
Test
A
–
(white
text
on
red)
Test
B
–
(white
text
on
green)
Test
C
–
(black
text
on
yellow)
Test
D
–
(deep
blue
text
on
ochre)
17

19. 800-­‐920-­‐7227
|
www.pinpointe.com
Which
Order
Bukon
Pulled
Best?
Test
A
–
BENCHMARK
Test
B
–
14%
LIFT
Test
C
–
22%
LIFT
Test
D
–
27%
LIFT
18

20. 800-­‐920-­‐7227
|
www.pinpointe.com
Pre-­‐head
Lem
Column
_______
Author
Photo
Credibility
Bio
Order
Bukon
Become
An
Affiliate
E-­‐zine
Offer
Lead
Head
Subhead
4.5%
CR
19

21. 800-­‐920-­‐7227
|
www.pinpointe.com
New
Subhead
Lead-­‐in
Bullets
Tes9monials
20

22. 800-­‐920-­‐7227
|
www.pinpointe.com
Credibility
–
Tes9monials
Content
Sidebar
21

23. 800-­‐920-­‐7227
|
www.pinpointe.com
Close
With
A
Guarantee
Scope
Extender
22

24. 800-­‐920-­‐7227
|
www.pinpointe.com
P.S.
Offers
The
Bonus
23

25. 800-­‐920-­‐7227
|
www.pinpointe.com
WHICH
HEADLINE
PULLED
BEST?
24

26. 800-­‐920-­‐7227
|
www.pinpointe.com
WHICH
HEADLINE
PULLED
BEST?
CONVERSION
RATE
VARIABLE
DESIGN:
HEADLINE
24.00%
“Why
watching
this
DVD
could
be
worth
an
extra
$10,000
per
year.”
18.21%
“Before
your
next
performance
review,
make
sure
you’ve
watched
this.”
16.33%
“How
watching
this
DVD
could
keep
you
off
the
pink
slip
list
for
good.”
14.63%
“How
to
get
a
raise
on
your
own
terms.
13.01%
“StarPng
8/31/05
get
paid
what
you’re
worth.”
17.41%
“At
last,
a
surefire
tacPc
to
get
a
raise
on
8/31/05.”
WINNER!
25

27. 800-­‐920-­‐7227
|
www.pinpointe.com
Clarity:
“Just
Say
What
It
Is.”
Familiarity
Credibility
10.9%
CTR
26

28. 800-­‐920-­‐7227
|
www.pinpointe.com
Ques9on/
Formula
9.2%
CTR
27

29. 800-­‐920-­‐7227
|
www.pinpointe.com
Landing
Page
“Freemium”
28

30. 800-­‐920-­‐7227
|
www.pinpointe.com
Proof
For
Points
Likely
To
Be
Challenged
29

31. 800-­‐920-­‐7227
|
www.pinpointe.com
One
Picture
Is
Worth
A
Thousand
Words…
But
Costs
You
Nothing
30

32. 800-­‐920-­‐7227
|
www.pinpointe.com
Credibility
Building
Graphic
More
Credibility
OFFER ON FIRST SCREEN
31

33. 800-­‐920-­‐7227
|
www.pinpointe.com
10
Rules:
Wri9ng
Landing
Pages
That
Sell
1. Build
credibility
early.
2. Capture
the
e-­‐mail
addresses
of
non-­‐buyers.
3. Use
lots
of
tes9monials.
4. Use
lots
of
bullets.
5. Arouse
curiosity
in
the
headline.
6. Put
an
emo9onal
hook
in
the
lead.
7. Make
it
9mely
and
current.
8. Solve
the
reader’s
problem.
9. Offer
bonuses.
10. Stress
the
money-­‐back
guarantee.
32

34. 800-­‐920-­‐7227
|
www.pinpointe.com
33

35. 800-­‐920-­‐7227
|
www.pinpointe.com
Thanks
For
Your
Aken9on
Subscribe
To
“Bob
Bly’s
Direct
Response
Leker”
at
www.bly.com/reports
34

36. 800-­‐920-­‐7227
|
www.pinpointe.com
Free
Download
Don’t
forget
to
download…
10
Tips
for
Increasing
Landing
Page
Rates
hBp://snip.ly/ENSO
35

37. 800-­‐920-­‐7227
|
www.pinpointe.com
Try
Pinpointe’s
Email
Marke9ng
Solu9on
for
FREE.
Easily
create
automated
campaign
sequences.
www.pinpointe.com/get-­‐started
Select
program
&
enter
code
PPTWEBNR
FREE
MONTH
of
Pinpointe
Service
(limit
100K
emails)
More
Stuff…
FOLLOW
PINPOINTE
for
markePng
Pps
&
info
CHECK
OUT
OUR
BLOG
for
more
great
markePng
content
hBp://www.pinpointe.com/blog/
@pinpointe
www.facebook.com/Pinpointe
www.linkedin.com/company/pinpointe
36