Like mutual friends discovering a common interest, landing pages are a chance for marketers to start a conversation, ask a question, welcome interaction, and establish trust with their customers - and that first impression is key. For many sites, particularly those in highly competitive industries, it may be your only chance to reel in a potential customer and convince them that your offer is worth their time and attention. Landing pages are typically the heart and soul of any savvy marketer's lead generation efforts. Problem is, they are often underutilized. Fortunately, setting up and integrating landing pages into your overall marketing plan is relatively easy.
2. 2
TONY SATTLER
Interactive Strategy Manager
Swanson Russell
@teesatts
3. 3
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
4. 4
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
8. 8
1goal
To build strong, meaningful relationships
with our clients and their audiences.
9. 9
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.
10. 10
WHY LANDING PAGES?
They give marketers the
opportunity to
match their intent to sell
with the
customer’s intent to buy.
11. 11
WHY DO THEY WORK?
They have a single focus -
to get customers to
pay attention and interact
with your conversion goal.
12. 12
If you don’t have a good
landing page,
it’s like going fishing
without a net.
13. 13
WHY DO MOST LANDING PAGES SUCK?
They try to do too much and the customer is
compelled to run away.
18. 18
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
20. 20
Download this presentation
and you’re 100% guaranteed
to get a raise!
21. 21
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.
22. 22
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.
23. 23
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.
33. 33
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
34. 34
Video is shown to
increase conversion rates up to 80%!
36. 36
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.”
56. 56
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.
58. 58
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.
63. 63
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.
68. 68
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.