LANDING PAGES: THE HEART OF THE CONVERSION PROCESS

Transcription

1 LANDING PAGES: THE HEART OF THE CONVERSION PROCESS INTERMEDIATE We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day

2 #INBOUNDLEARNING

3 WEBINAR SCHEDULE 3/11 - Essentials of Landing Page Success 3/18 - Opportunities for Landing Page Optimization 3/25 - Review of Customer Landing Pages

4 Mark

5 Shilpa

6 AGENDA 1 Why optimize landing pages? 2 How to optimize each element of your landing page 3 Optimizing with A/B tests 4 Interpreting your landing page analytics

7 1 WHY OPTIMIZE LANDING PAGES?

8 The conversion rate of each landing page should be 20%

9 WHY DO WE NEED TO OPTIMIZE? There is always room for improvement Maintain lead flow across all personas Measure our marketing effectiveness

10 There is always room for improvement

11 Maintain lead flow across all personas

12 Measure our marketing effectiveness

13 IT S ALL ABOUT OUR PERSONAS Share one of your persona s name in the Question pane

14 2 HOW TO OPTIMIZE EACH ELEMENT OF YOUR LANDING PAGE.

15 CHOOSE YOUR BATTLES WISELY

16 CHOOSE YOUR BATTLES WISELY Not all optimization tactics will apply to every landing page.

17 OPPORTUNITIES FOR OPTIMIZATION 1 Content 2 3 Forms Social 4 A/B testing

18 1 CONTENT

19 WATCH FOR FRICTION!

20 DESIGN ELEMENTS THAT CAN CAUSE DIFFICULTY-ORIENTED FRICTION: Eye-path Button design Organization Flash video

21 Write a Headline that Speaks to Your Persona

22 Write a Headline that Speaks to Your Persona

23 Write a Headline that Speaks to Your Persona

24 YOUR TURN Share the headline of a landing page in your portal in the Question pane

25 Provide the RIGHT Context

26 Provide the RIGHT Context

27 Use an Image that Resonates with Them

28 Use an Image that Resonates with Them

29 YOUR TURN What images have you used that have resonated with your target audience?

30 What is better than a relevant image?

31

32 PRO TIP: GIF Magic!

33 2 FORMS

34 DESIGN ELEMENTS THAT CAN CAUSE LENGTH-ORIENTED FRICTION: Length of landing page Number of form fields Form field layout Steps in a process

35 COMING SOON: Multi-column forms!

36 Be Smart with Forms & Submit Button Copy John Doe

37 Be Smart with Forms & Submit Button Copy

38 PRO TIP: Link Directly to Your Privacy Policy

39 PRO TIP: Link Directly to Your Privacy Policy

40 PRO TIP: Link Directly to Your Privacy Policy

41 PRO TIP: Link Directly to Your Privacy Policy (<a href=" policy</a>) (<a href= INSERT YOUR PRIVACY POLICY PAGE URL HERE >privacy policy</a>)

42 PRO TIP: Passively Grow Blog Subscribers

43 PRO TIP: Passively Grow Blog Subscribers 1

44 PRO TIP: Passively Grow Blog Subscribers 1 2

45 PRO TIP: Passively Grow Blog Subscribers 1 2 3

46 3 SOCIAL

47 Be Proactive with Social Share

48 Be Proactive with Social Share

49 PRO TIP: Page Title & Meta Description Matter!

50 PRO TIP: Page Title & Meta Description Matter!

51 Include Social Proof Where it Matters

52 Include Social Proof Where it Matters

53 Include Social Proof Where it Matters

54 CHEAT SHEET: OPPORTUNITIES FOR OPTIMIZATION Content Write a headline that speaks to your persona Provide the right context Use an image (or GIF) that resonates with your persona Forms Be smart with forms and submit button copy Link directly to your privacy policy Passively grow your blog subscribers Social Be selective with social share options Include a prompt to encourage social sharing Always include an optimized page title and meta description Include social proof where it matters

55 4 A/B TESTING

56 A/B testing is the process of testing variables to identify the one that yields better results.

57 WHY A/B TEST? Eliminates hypothetical discussions Allows you to drive more consistent results Improves ROI

58 CHEAT SHEET: LANDING PAGE A/B TESTS TO TRY 1 Offer 2 Headline style 3 Headline color 4 Headline size 5 Form field names 6 Form button color 7 Form button size 8 Form button copy 9 Form headline 10 Image 11 Image captions 12 Testimonials 13 Seals of Approval

59 3 INTERPRETING YOUR LANDING PAGE ANALYTICS.

60 High Level Analytics: The Landing Page Dashboard

61 1: Views Number of views the page received

62 2: Submission Rate Percentage of views that resulted in a form submission

63 3: New Contacts Rate Percentage of views that resulted in new contacts

64 4: Number of New Contacts Number of new contacts that the page has generated

65 5: Number of New Customers Number of customers that first became contacts on this page

66 SO WHERE DO I START?

67 SO WHERE DO I START? Let s improve on what we already have!

68 Let s improve on what we already have! BUT FIRST take a snapshot

69 1 Benchmark Your Performance

70 2 Benchmark Your Performance

71 2 Benchmark Your Performance

72 3 Benchmark Your Performance

73 NEXT STEPS 1. Begin optimizing the top three highest priority landing pages 2. Remember: choose ONE element to optimize at a time 3. Give any change at least two weeks to take hold before revisiting performance to assess if the change made a positive impact 4. Export the landing page dashboard to benchmark your landing page data

74 CLASS RESOURCES How to Create an Animated GIF with Fading Effects in Photoshop [Tutorial] How to Use Progressive Profiling with Smart Forms 7 Key Design Tips for High-Converting Landing Pages 75 Free Stock Photos for You to Use

75 QUESTIONS?

76 THANK YOU.