A landing page is a webpage that appears after a user clicks an advertisement or link. Its purpose is to motivate the user to take a specific action. Landing pages should be optimized based on where the traffic is coming from and designed to guide users through a conversion funnel. Navy Federal Credit Union's current landing page strategy is ineffective as it does not direct users clearly towards an application and lacks analytics tracking. A better approach would involve creating targeted landing pages for each campaign with compelling design and messaging to match advertisements, minimal distractions, and clear calls to action. Case studies found landing page optimizations can double conversion rates. An effective strategy involves identifying campaigns needing pages, designing pages, implementing pages and analytics, and retiring pages over time while monitoring performance

1. The what, where, how, and why
Landing Page Strate

2. What is a Landing Page?
A landing page, also known as a lead capture
page, is the page that appears on the viewers
screen after they click on an ad or link, type in
a specifically advertised URL, or click on a
search-engine marketing (SEM) result.
All other pages are referred to as: results
pages, splash pages, master pages, or content
pages.
A landing page handles the traffic that is being
driven to a site by sending it to specific page(s)
designed to receive it and motivate the viewer
to a predetermined response.

3. Where is the traffic coming from?
Traffic is sent from a pay per click (PPC) search marketing campaign (such
as Google AdWords) to landing pages optimized to correspond with the
keywords the searcher used.
Traffic is sent from a banner ad or sponsorship graphic to a landing page
specifically designed to address that target audience.
Traffic is sent from a link in an email to a landing page
Traffic is sent from a social media, blog post, or story sidebar link to a
landing page
Traffic is sent to a page whose content is designed to organize many
related pages around an overall theme.

4. How do we implement them?
What isn’t involved…
• Applications
• Not every campaign or ad
• Not every part of the campaign
What is involved…
• Timing and resources
• Viewer experience (path-ing)
• Analytics
• Some specialized coding
• Process and procedures for systematizing the
infrastructure
• Stickiness or getting them to come back

5. Why do Landing Pages Succeed?
1. Message Match......How tight is the continuity of your
offer, copy, and visuals to the ad
2. Design...................How visually compelling and how well
technically executed
3. Depth……………....... How detailed and meaningful is
the content
4. Freshness…………….How frequently are your landing
pages updated
5. Interactivity…………Do they use emerging technologies
to capture interest?
6. Launch Speed….....How long is the development cycle
for your landing pages?
7. Non-conversion.....How well do you handle viewers
who do not convert
8. Boldness……………..Showcase new and invigorating
offers, concepts, or technology

6. How it should work
Landing Page Strate

8. www.navyfederal.org/creditcardlowintrorate/
www.navyfederal.org/homeloan425/
www.navyfederal.org/marinecorpscarloan/
www.navyfederal.org/firsttimebuyer/
www.navyfederal.org/30yearfixed/
www.navyfederal.org/00012232789a/
www.navyfederal.org/0002223459n90/
www.navyfederal.org/boat/
www.navyfederal.org/rvwithmotorcycle/
www.navyfederal.org/agreatrate/
www.navyfederal.org/00022978556an0011/
www.navyfederal.org/00099345vi00112351/
www.navyfederal.org/armyloans/
www.navyfederal.org/homeloansatgreatrates/
www.navyfederal.org/airforceeducation/
www.navyfederal.org/primarymember/
www.navyfederal.org/openanewaccountwithus/
www.navyfederal.org/00199/
www.navyfederal.org/driveitoffthelot/
www.navyfederal.org/motorcycle/
www.navyfederal.org/991834000aae/
www.navyfederal.org/beginherewithus/
www.navyfederal.org/thenewhomeuyouwant/
www.navyfederal.org/pcswithanewhome/
www.navyfederal.org/000999982311100ase00122
www.navyfederal.org/009934611aaaaw/
www.navyfederal.org/militaryinvestments/
www.navyfederal.org/yourereitrementfromthemilitary/
www.navyfederal.org/homesandloans/
www.navyfederal.org/weservewhereyouserve/
www.navyfederal.org/88711112as/
www.navyfederal.org/thehomeloanofyourdreams/
www.navyfederal.org/000000002334awex0001a002/
www.navyfederal.org/investementsandinsurance/

13. How we’re doing it
Landing Page Strate

14. 1. We use enticing ads that drive viewers to a catch-all page.
2. We then force the viewer to hunt for what they originally clicked on.
3. Then to a page with no clear call to action.
4. Then, with any luck, to the application.
Step 1: Ad Step 2: Catch-all page Step 3: Information page Step 4: Application

15. Depth
Message Match
Visual Design
Freshness
Interactivity
Boldness
Non-conversion
Launch Speed


Scale:
1=bad 10=great

16. Home Page
Promotions Report:
•Only shows clicks on the ads
•No conversions
•Where did the viewer come from

17. Google Analytics Funnel &
Goal Report:
•Only shows clicks
•Landing page is not isolated
from other marketing efforts
•Cross site utilization of landing
page and subsequent pages results in
combined results

18. How NFCU should do it
Landing Page Strate

19. No main
navigation
No other
distractions
Minimal
Internal links
Logo linked to home page
Link to Twitter
to promote
sharing the
offer or service
to others
Full Search
available
Compliance
is one click
away

20. Art, offer, and
copy carried
over from ad
Strong offer
copy is
clearly
visible
Clear large
call to
actionSupport copy
is minimal
Here is a
potential web ad

21. Step 1: Ad Step 2: Landing page Step 3: Application

22. Real World Examples
Landing Page Strate

27. SEO, SEM, And Online Advertising
Landing Page Strate

28. If you are doing SEO correctly you’re already creating
landing pages.
If you are doing SEM you shouldn’t have their
landing pages crawl-able by search engines.
All advertising landing pages should be self
contained and robust enough to make the sale by
themselves.

29. Options, Support, and infrastructure
Landing Page Strate

30. Placement 1
Placement 2
Placement 3
Placement 4
Placement 5
Placement 6
TV & Radio Print
WJXR Active Duty List
KJOS DOD List
WHII WSJ
Japanese Times
Better Homes
Internal Social Media Web Ads SEM
Front page Linkedin Military.com Yahoo
A&B Twitter Navy.us Google
Facebook Google.com
Youtube AUSA.org
Marine.us
Militarynews.com
www.navyfederal.org/offthelot www.navyfederal.org/0001ar4566783220
www.navyfederal.org/offthelot/whii
DOD Listt
www.navyfederal.org/offthelotdod
WHIIt
www.navyfederal.org/0001ar4566783220_ab
A&Bt

32. Landing Page Strate
Conclusions

33. • Front Porch Pets had low conversion rates with ads linking directly to their
product pages. By putting a comprehensive landing page strategy in place
they saw their conversion rates double.
• The University of New England had low ROI on its PPC campaigns in
Google. They doubled their conversion rates by optimizing their landing
pages and they lowered the CPC by 43%.
• Rafting America (A White Water Rafting Aggregator) had problems with
getting visitors to register with them before going on to linked sites. By
redesigning their landing pages to have fewer steps and a clear call to
action they doubled their registration rates.
• The British Columbia Tourism Foundation realized an increase of 52%
for their information form completion rates by having their web site ad buys
connect directly to a specifically designed landing pages
• These success stories are from:
http://www.marketingexperiments.com/site-optimization/b2c-success-
stories-conversion-strategies-that-produced-30-300-gains.html
An increase of
50% - 100%

34. Identify the
campaign or ad(s)
that need to have
landing page
treatment(s)
Identify
Engineer
Create the URLs that
are needed for each
media and placement
Implement
Tag all ads, pages,
and forms with
analytic code
Create
Design the ads,
paths, and pages
that the viewer
will see, follow and
interact with Retire
At the end of the
effective run time, all
ads, pages, and paths,
need to be mothballed
Important: monitor, review, modify, and repeat

35. Thank you