8 Lead Generation Landing Page Tips

How to fill your funnel with high quality leads
8 Lead Generation
Landing Page Tips

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. Start with Great Content
2. Give Good Message Match
3. Optimize Your Form
4. Think Beyond the Landing Page
5. Try Pre-conversion Segmentation
6. Keep it Simple
7. Test, Test, Test!
8. Stay Disposable
8 Lead Generation Landing Page Tips
8

The way you engage with your visitors
directly impacts how they engage with you.

Post-click optimization is where you convert
your traffic into leads.
Click
Drive traffic—
SEO, PPC,
display, email,
social, mobile,
affiliates.
Post-Click
Optimize for
higher
conversion, lower
cost per
acquisition.
Post-Conversion
Nurture leads
through sale and
re-market for
repeat sales.
1 2 3

“Optimizing the post-click experience is the
fastest way to boost ROI...”
Miro Kazakoff, Compete Research
Post-Click Optimization leads to:
Higher conversions
Lower cost per acquisition
More efficient media

Compete’s research shows that companies
who focused on post-click optimization
outperformed their competition by....
5-30x

What can a company do when they focus on these 8 post-click optimization
tactics?
3000%
increased lead volume

July 2011 Dec 2012
Resulting in a….
350% increase
in digitally-driven revenue

Here’s how you can too....

#1 Start With Great Content

White papers, webinars, infographics & more!
What Makes Content Great?
• Relevant
• Engaging
• Useful
• Human
• Valuable
• Timely
• Different

#2 Give Good Message Match

Your ad & landing page should be a
reflection of each other.

Irrelevant pages=low conversion

Mismatch increases the odds that the user will
land and then quickly leave.
• Doesn't fulfill on
promise
• Too much content,
too little focus
• No repetition of
words/language
from ad

When the ad and the landing experience match,
it’s a good thing!
• Delivers on
promise
• Visual continuity
• Highly specific
• Handshake

#3 Optimize Your Forms

Are you drowning your visitors in forms?

• Feels like “work”
• Form is too long
• Long drop down is
overwhelming

Internally-focused forms feel like work
Questions are
obviously
designed for the
company to
obtain additional
information
LOTS of required fields
is high barrier to form
completion

User-focused feel easy to complete
Content customized based on
responses
Multi-step form guides user through quote process,
providing relevant content along the way

Form length impacts potential for conversion...
Small form, low barrier,
more conversions
Large form, high barrier to
entry, fewer conversions

Balance quantity of form fields & quality of form data
There is no right answer about form length. It’s a delicate balance
between conversion quality and conversion quantity.
The only way to find your right balance is through testing.

1. What is the purpose of the form?
2. How important is lead quality?
3. Is every field on your form helping you
sell more?
4. Is there another way to get the
information?
5. Is the value of what you are giving
commiserate with the data you are
collecting?
Form Questions to Consider

#4 Think Beyond the Landing Page

What lead gen landing pages
typically look like....

Headline, sub-headline, form, button... the average landing
page can be so boring.

• Seductive design
• Highly relevant
• Highly valuable
• Deeply engaging
Lead gen landing pages don't have to be boring!

• Hyper-targeted
• Highly focused
• Contextually relevant
Lead gen landing pages don't need to be "one size fits all"!

#5 Try Pre-conversion Segmentation

All respondents are not the same
Traditionally when we think of segmentation we think of asking some
questions on a form.
What industry?
What role?
What need?
It's very clear to the user that this is in your best interest, not theirs.

Segmenting your audience on your initial landing page is an easier way
to gather the same information without creating form hurdles.
Do I need closet
organization?
Or room
organization?
Need based
segmentation

1. Make choices easy for the visitor
2. Make choices obviously clickable
3. Make every subsequent page relevant to what they clicked
4. Make the most of the data you collect, pushing it into your
CRM or marketing automation
Segmentation should help (both you and your visitors)

#6 Keep it Simple

Adding content to a landing page can become a slippery slope.
What starts as a simple page…

...then all of the sudden includes 4 paragraphs of copy, bullets, a long
form, social links, a product shot...and the list goes on.

It’s the kitchen sink syndrome.

Focus
It takes a lot of editing and willpower, but limit your landing page
content to the essentials.

The Kitchen Sink

Many calls-to-action, distracting navigation, lots of friction.

Don’t burden your visitors
Cluttered pages make your visitors work to find what they’re interested in.

A focused page...
...tells the user what we want them to do and why.

Lots of great content to share?
Break it into digestible chunks across multiple pages

#7 Test, test and test

Everything and anything can affect your
landing page’s conversion rate
Trivial Contextual Tactical Strategic
✓Copy
✓Colors
✓Images
✓Message match
✓Competition
✓Seasonal
✓Offer
✓Flow
✓Format
✓Design
✓Segmentation
✓Branding
✓Messaging

The fastest way to more leads?
Testing!

A/B Testing Multivariate Testing
• Requires more traffic
• Can test more combinations
• Variations of fixed elements
• Need independent elements
• Usually limited to a page
• Requires less traffic
• Tests fewer variations
• Apples-and-oranges tests
• Dependent elements okay
• Can test multi-page paths
The differences between A/B & MVT

Testing an "instant quote" upsell
increased lead conversion rate over 110%

A dedicated landing page increased leads
320% over a deep link within Dell.com

Testing a microsite against the Long Term Care product
page within Genworth.com, increased leads over 700%

Radical
innovation
test waves
results in
264% lift for
Marian
University!

#8 Stay Disposable

Your websiteExpensive
High investmentTime intensive
Inﬂexible

Your landing pages
Inexpensive
Disposable
Agile
Low investment
Easy to trash

We help brands create high performance lead
generation landing pages.
90% of our customers report positive ROI.
Find out more:
http://www.ioninteractive.com

Thank you!
@ioninteractive
info@ioninteractive.com

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