The document discusses the importance of landing pages in marketing, emphasizing that they should align marketer intent with customer needs for successful conversions. Key insights include maintaining focus, creating contextual content, building trust through social proof, and minimizing friction in data collection. It concludes with a call to test and optimize landing pages continuously for better performance.

1. THE LANDING PAGE
A Marketer’s and
Customer’s Mutual Friend

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TONY SATTLER
Interactive Strategy Manager
Swanson Russell
@teesatts

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WHAT WE’LL COVER TODAY
• Who we are and what we do
• What are landing pages and why do we need them?
• Landing page insights and tips for success
• Tools of the trade
• Summary
• Questions

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WE ARE A FULL SERVICE, INTEGRATED AGENCY
• Market Research + Segmentation
• Branding + Strategic Marketing Communications
• Digital + Mobile Advertising
• Website Design + Development
• Mobile Web + Application Development
• Motion Graphics + Video Content Development
• SEO + SEM
• Database + Email Marketing
• Public Relations + Social Media
• Media Planning + Buying

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150 employees

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90 of clients
outside of NE
%

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50 years in
business
+

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1goal
To build strong, meaningful relationships
with our clients and their audiences.

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WHAT’S A LANDING PAGE?
A web page that a
potential customer
arrives at
to fulfill a specific action
after
expressing interest
in one of your ads or
search engine results.

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WHY LANDING PAGES?
They give marketers the
opportunity to
match their intent to sell
with the
customer’s intent to buy.

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WHY DO THEY WORK?
They have a single focus -
to get customers to
pay attention and interact
with your conversion goal.

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If you don’t have a good
landing page,
it’s like going fishing
without a net.

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WHY DO MOST LANDING PAGES SUCK?
They try to do too much and the customer is
compelled to run away.

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LANDING PAGE INSIGHTS AND TIPS

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1
ONE PAGE PER SOURCE

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ITERATIVE LANDING PAGES
• Use an iteration of your landing page
for each traffic source.
• Maintain visual and content elements
but tailored for each medium.
• Allows measurement of best sources.
Digital Ads Email / DM Social PPC / SEO

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2
STAY FOCUSED

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Download this presentation
and you’re 100% guaranteed
to get a raise!

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BATTLE FOR ATTENTION
There are three sides to attention that we need to consider:
1. Capturing your customer’s attention
2. Maintaining your customer’s attention
3. Focusing your customer’s attention
LANDING PAGE
}SHOULD DO THIS.
ATTENTION RATIO
The ratio of interactive elements (links, etc.) on a page to the number of
campaign conversion goals.

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HOMEPAGE
• A typical homepage has approximately
40 links.
• In the example opposite there is
actually a total of 56 links.
• The attention ratio is 56:1.

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LANDING PAGE
• The entire page is focused on one thing.
• The messaging is very tightly related to
the campaign goal and has only one
interactive element - the CTA.
• The attention ratio is 1:1.

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3
CREATE
CONTEXTUAL CONTENT

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CONTENT IS KING.

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CONTEXT IS SUPREME RULER OF THE UNIVERSE.

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Message match - continue the conversation
you started in your ad!

30. GOOD MESSAGE
MATCH
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31. BAD MESSAGE
MATCH
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32. GOOD DESIGN
MATCH
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DEMONSTRATE BENEFITS OF USE
• Quickly deliver your value proposition
• Show use in context - a photo or video of your product being used in
real life

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Video is shown to
increase conversion rates up to 80%!

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4
EDIT YOURSELF

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DON’T KID YOURSELF.
NO ONE READS COPY.
• Reading is effort and turns people away.
Cut as much copy as possible.
• If needed, break down remaining
content in manageable chunks with
bullets.
• Clearly express your unique selling
proposition in the headline.
• Make the CTA actionable and full of
intent with words like “get” or “start.”

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Focus 90% of your time
on headline and CTA.

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5
INSTILL CONFIDENCE

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BUILD TRUST WITH SOCIAL PROOF
• Use social streams, testimonials, etc., to show that you are
approachable and likable.

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6
DESIGN WITH DIRECTIONAL CUES

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GUIDE THE CUSTOMER WITH DESIGN
• Use arrows, color, contrast and spacing to move the user toward
the conversion.
NO CUES WITH CUES

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7
WEIGH
DATA VS CONVERSION

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OPTIMIZE DATA COLLECTION FORMS
• Long forms and personal questions increase barriers to entry.
• Test different forms. Focus on value exchange.

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FORMS CAUSE FRICTION.

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KEEP THEM SIMPLE, FUN AND FAIR.

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8
ENABLE SHARING

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ENABLE SOCIAL SHARING
• Provide mechanisms for people to share your page or save it for later.

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9
CONSIDER ACCESS POINTS

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CONSIDER CUSTOMER ACCESS
• 25% of ALL search traffic comes from mobile devices.
• When designing mobile landing pages, think minimal.
• Make sure that everything your customers need to perform an action
can be seen instantly on the page.
• Responsive design may not be the best solution.

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10
ASK FOR MORE

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POST-CONVERSION MARKETING
• Leverage confirmation pages to further engage with your customers.
• Double down. You have a captive audience.
• Free downloads, links to other offers, social follows, etc.

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11
TEST AND OPTIMIZE

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A/B TESTING
• Your landing pages can always be improved.
• Experiment with two or three variants at a time to see which designs
and messaging work best (headlines, images, CTAs, form fields, etc.).
• We suggest one tweak at a time. - Test. Tweak. Repeat.

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TOOLS OF THE TRADE

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LANDING PAGE BUILDERS
• DIY landing pages (mobile / desktop)
• Templates or customized
• No IT or development experience required
• Tracking and analytics integrated automatically
• A/B testing

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LANDING PAGE BUILDER SERVICES

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TRACKING AND OPTIMIZATION TOOLS

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IN SUMMARY
• Landing pages match marketer’s and customer’s intent.
• Must be focused and relevant or customers will run away.
• Context should drive content. Show product in use. Use video if possible.
• Edit your content ruthlessly. Headline and CTA are most important!
• Use social tools to build trust and virality.
• Use design to purposefully push toward a conversion.
• Reduce form friction.
• Consider experience for mobile access points.
• Don’t be afraid to ask for more.
• Test. Tweak. Repeat.

69. ?Questions

70. !Thanks
Download at
slideshare.net/tonysattler