The document provides strategies for creating effective landing pages that enhance conversions, emphasizing the importance of offers, optimization, and A/B testing. Key elements include clear headlines, engaging copy, and the appropriate use of images and forms. Additionally, it discusses the significance of A/B testing in improving conversion rates through both incremental and drastic changes.

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How to create landing
pages your prospects
can’t resist.
NitiShah
Conversions and Nurturing Specialist, HubSpot

2. •
Funnel marketer
•
New England Patriots fan
•
Motto: GSD
@NitiFromBoston
NitiSHAH

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Landing pages…
Utterly fascinating.

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…
OMG

5. 1
Offer something enticing
2
Optimize your landing pages
3
Create a conversion path
4
A/B test your landing pages
YOU’LL LEARN HOW TO:

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Wait, wait, wait...
what’s a lead?

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1
What to Offer

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What do people want from you?
•
Value

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What do people want from you?
•
Value
•
Relevance

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What do people want from you?
•
Value
•
Relevance
•
Timeliness

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What do people want from you?
•
Value
•
Relevance
•
Timeliness
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Uniqueness

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What can you give to site visitors?
•
Ebooks
•
Guides
•
Checklists
•
Templates
•
Kits
•
Live webinars
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On-demand webinars
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Free tools
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Free trials
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Product demos
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Free consultations
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Coupons
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Slideshows & presentations
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Case Studies

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2
Landing Pages

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1
Header

Logo

Phone number

No navigation

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2
Headline

Say what it is

Begin with hook

Don’t use fluff

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3
Subhead

Include benefit

Personalize

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4
Copy

Avoid dense paragraphs

Use bullet points

Bold key points

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5
Image

Alwaysinclude an image

Make it vibrant

Mobile-optimize

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6
Form

Begin with CTA

Right # of fields

Privacy policy

Change “submit”

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Nosuper-fancy designs or CSS
Nonavigation or external links
Nosocial sharing icons
That’s it.

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Keep it simple.

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3
How to Run A/B Tests

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1
Find problem areas on your website
Landing Page
Views
Submissions
CVR
Ebook
6,000
400
13%
TipSheet
5,500
2,000
36%
Template
7,100
2,700
38%

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2
Choose test: Incremental vs. Drastic

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2
Choose test: Incremental vs. Drastic

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3
Choose A/B testing software

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3
Choose A/B testing software

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3
Choose A/B testing software

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4
Implement test and WAIT

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5
Get results and declare a winner!

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5
Get results and declare a winner!

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4
Real A/B Test Results

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Incremental Test #1
Smart Content

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Conversions increased 19%

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Incremental Test #2
Navigation & Links

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vs

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Conversions increased 2%on TOFU pages...
... and 22%on MOFU pages.

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Incremental Test #3
“Ebook” vs. “Guide”

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vs

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“Ebook” had a 15% higher CVR in this test...
...but had an 8% lower CVR on another.

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Incremental Test #4
Personalization

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vs

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Conversions increased 2-4%

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Incremental Test #5
Animated images

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vs

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Conversions increased 11%in this test...

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vs

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But CVR decreased 15%in this test.

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Drastic Test #1
Layout, copy, image

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Conversions increased 303%

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Drastic Test #2
Slide-in calls-to-action

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The slide-in CTAs had a 192% higher click-through rate, and increased lead gen by 27%.

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Drastic Test #3
Thank-you page layout

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Conversions increased 125%

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Key Takeaways
•
You may not get the same results on all of your landing pages.
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Drastic tests have more potential to make a bigger impact.
•
Don’t be afraid to fail.

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QUESTIONS ?

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