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The Science of Landing pages


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Landing pages are an important part of your digital marketing strategy for increasing leads and conversion rates. High performing landing pages are optimized and designed using scientifically proven best practices. We've put together some of the most important tips on building the best landing pages in this quick guide.

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The Science of Landing pages

  1. 1. /vboutcom vbout The Science of Landing Pages
  2. 2. T A B L E O F 2 1.The Basics: What, Why, How, Where? 2.Direct Sales and Lead Gen Landing Pages 3.How many should you have? 4.PPC and SEO 5.Designing for Conversion 6.Responsive Design and Load Times 7.Navigation Links and Forms 8.Images and CTAs 9.Analytics and Testing 10.Vbout’s Landing Page Builder CONTENTS 3 6 12 13 16 18 20 22 24 28
  3. 3. /vboutcom vbout
  4. 4. • What are landing pages? • Why do you need them? • How many should you have? • Where do people find them? The Basics 4
  5. 5. What are Landing Pages? Definition A landing page is a distinct page on your website that’s built for one single conversion objective. Purpose The main idea is that with one single conversion goal, users are less distracted by everything on a typical website. Content Purists believe they should contain no navigation bars or links to your site, but should be completely focused on the single goal. 5
  6. 6. Why you need landing pages 6 There are two main types of landing pages, each with a distinct purpose: Direct sales Gives you an option to purchase a product or service right on the spot. Lead generation Provides something of value for your visitor in exchange for an email address so you can build a relationship with them over time. ? ?
  7. 7. Direct Sales with Landing Pages • A landing page is a powerful tool to sell your products. • They are also a great way to give special offers and introduce a new service or feature. • 48% of marketers build a new landing page for each marketing campaign. (MarketingSherpa) • One great example you’ve probably seen before is from Amazon. 7
  8. 8. Direct Sales with Landing Pages 8 Every page on Amazon where you purchase is basically a landing page.
  9. 9. Keys to Successful Direct Sales Landing Pages • Clear, concise value proposition • A clear call-to-action • A sense of urgency • Easy navigation • Not too many distractions • Social proof and testimonials “Over 70% of Americans say they look at product reviews before making a purchase.” [] 9
  10. 10. Example of great value proposition 1 0 Uber has a unique, compelling offer that taps into the needs of their target.
  11. 11. Lead Gen Landing Pages Landing pages are a critical part of lead generation. To work you must offer something your target audience will value. Examples: 1. E-book or whitepaper 2. Webinar registration 3. Consultation for professional services 4. Discount coupon/voucher 5. Contest entry 6. Free trial 7. A physical gift (via direct mail) 11
  12. 12. Lead Example of Lead Gen Landing Page 12
  13. 13. How many should you have? Why it’s best to have as many as possible: • 30+ landing pages get 7x more leads than 10 or less. • 68% of B2B businesses use landing pages for a new sales leads for future conversion. • 31 - 40 landing pages get 7x more leads than 1 - 5. • 40+ landing pages get 12x more leads than 1 - 5. *Sources: MarketingSherpa and Hubspot Up to With 40+ pages 13 12X More leads With 40+ Pages
  14. 14. Where do people find landing pages? Usually a visitor arrives to your landing page after expressing interest in one of several ads or marketing campaigns: • A search engine result (like Google) • A banner ad • A Google AdWords or AdSense ad • A link in an email • Print or TV commercials 14
  15. 15. PPC and Your Landing Pages Pay-per-clicks and ad tips: • Make sure your ad matches your landing pages. • Don't bait and switch your traffic. • You will lose the trust of your visitor immediately. • Trust is crucial to getting an email address or a final sale. 15
  16. 16. Landing Pages and SEO Landing pages improve SEO and should be part of your SEO strategy. Use the same principles from your site on your landing pages: • Relevant title tags and length • Include meta description • Descriptive H1 Tags – or header tags 16
  17. 17. Designing for Conversion 17
  18. 18. How do you convert visitors? You’ve got the value proposition. Why aren’t they converting? It could be your design. • The purpose is to “convert” the visitor into a customer or a lead. • How the page achieves this depends on the goals and the type of page. • This is when the design of your page really matters. 18
  19. 19. 19 Make it Responsive • This is not an option but a necessity. • It impacts your SEO and conversion rate. • It will greatly impact your email open and click through rates. • You lose ranking in Google searches if pages are not optimized across devices.
  20. 20. Keep Page Load Times Minimal • Slow loading means customers wait. • This will increase your bounce rate. • This reflects the percentage that quickly leave without interacting with your page. • Load times are often even longer on mobile devices, make sure to check those as well. L O A D I N G . . . 20
  21. 21. Navigation or Links On the Page? Remember: The purpose is to increase conversion by focusing on a single goal. Don’t distract them with too many links or items, especially to navigate away! • Navigation tags are a no-no. • Should be fewer than 3 links. • Display only what is needed. • Limit your segments. N 21
  22. 22. How to Design Your Forms A two step, opt-in is the most effective overall. • Less is more. People will give up quickly if they have to fill in too much. • Don’t ask for more than is necessary. People don’t like to give more personal information than needed. • Doing a lazy sign in the beginning and longer form at the end work well to collect cold leads. 22
  23. 23. Use Professional Images • Use large HD Images not photos from stock. • Make it interesting, engaging and amplify the human connection. • Check your competitors and choose to stand out from the crowd. • Use arrows and directional cues to lead visitors through the images to the call-to- action. 23
  24. 24. CTAs That Convert • The design of your CTAs significantly impacts conversion. • Make sure your call-to-action buttons stand out clearly. • Alter colors or use animation to make them appealing and entertaining. • Research the psychology of colors for CTAs. There are rules to follow. • Think about these elements thoroughly: colors, placement, size, and wording. 24
  25. 25. 25 Using Analytics to Improve • Include integration so that data is automatically collected. • Use analytics like Google analytics or others on your page. • Try out additional tools to gather as much data as possible, such as: heat maps, click maps and others.
  26. 26. Testing to Improve Conversion Check the analysis. Develop a hypothesis on what to improve. Then, do A/B testing on everything. If you think you found out why the bounce rate may be high, or conversions low, the next steps are: • Tweak • Test • View Results • Repeat and repeat 26
  27. 27. Try Dynamic Testing • Dynamic testing is possibly the new replacement for A/B Testing in the coming year. • It allows you to create displays for different audiences on the same landing page. 27
  28. 28. Wow – That’s a lot of steps! • Yes, there are a lot of steps to consider when designing landing pages. • Trust us, you’ll see MUCH better conversion rates. • You can go through these manually, but there are tools to help you set up pages in minutes! • Some of these even link automatically to your analytics. • Where can you find such amazing tools? 28
  29. 29. Vbout’s Landing Page Builder (warning: shameless self promotion ahead) We’ve spent years building marketing automation tools, websites and landing pages. With this expertise, we introduced a landing page builder that does almost all of these steps for you. The templates are: • Easy to set up in minutes • Responsive across devices • Reflect the rules for best CTA colors and placement • Link automatically to our lead collection and analysis platforms 29
  30. 30. w 30 Interested in a demo? See the final slide for links and information on where to sign up. Or send us an email with any feedback and questions!
  31. 31. 31 www.vbout/p/request-a-demo /vboutcom vbout
  32. 32. Would you like more educational content from These slides are part of a FREE Online Digital Marketing Course taught by Vbout's Founder and CEO, Richard Fallah. Richard has over 10 years experience as an entrepreneur and has created some of the most cutting-edge technology for digital marketing today. With our course you will: Increase your skills by learning the best practices for social media, content marketing, PPC, SEO, analytics and more. Grow your business by learning how to market your business online and generate more leads with your digital assets. Advance your marketing career by learning digital strategies using cutting-edge technology that increases marketing ROI. Sign-up here: