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
#INBOUNDLEARNING
WEBINAR SCHEDULE 3/11 - Essentials of Landing Page Success 3/18 - Opportunities for Landing Page Optimization 3/25 - Review of Customer Landing Pages
Mark Kilens @MarkKilens
Shilpa Pandya @shilpandya
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
1 WHY OPTIMIZE LANDING PAGES?
The conversion rate of each landing page should be 20%
WHY DO WE NEED TO OPTIMIZE? 1 2 3 There is always room for improvement Maintain lead flow across all personas Measure our marketing effectiveness
There is always room for improvement
Maintain lead flow across all personas
Measure our marketing effectiveness
IT S ALL ABOUT OUR PERSONAS Share one of your persona s name in the Question pane
2 HOW TO OPTIMIZE EACH ELEMENT OF YOUR LANDING PAGE.
CHOOSE YOUR BATTLES WISELY
CHOOSE YOUR BATTLES WISELY Not all optimization tactics will apply to every landing page.
OPPORTUNITIES FOR OPTIMIZATION 1 Content 2 3 Forms Social 4 A/B testing
1 CONTENT
WATCH FOR FRICTION!
DESIGN ELEMENTS THAT CAN CAUSE DIFFICULTY-ORIENTED FRICTION: Eye-path Button design Organization Flash video
Write a Headline that Speaks to Your Persona
Write a Headline that Speaks to Your Persona
Write a Headline that Speaks to Your Persona
YOUR TURN Share the headline of a landing page in your portal in the Question pane
Provide the RIGHT Context
Provide the RIGHT Context
Use an Image that Resonates with Them
Use an Image that Resonates with Them
YOUR TURN What images have you used that have resonated with your target audience?
What is better than a relevant image?
PRO TIP: GIF Magic!
2 FORMS
DESIGN ELEMENTS THAT CAN CAUSE LENGTH-ORIENTED FRICTION: Length of landing page Number of form fields Form field layout Steps in a process
COMING SOON: Multi-column forms!
Be Smart with Forms & Submit Button Copy John Doe jdoe@yourcompany.com
Be Smart with Forms & Submit Button Copy
PRO TIP: Link Directly to Your Privacy Policy
PRO TIP: Link Directly to Your Privacy Policy
PRO TIP: Link Directly to Your Privacy Policy
PRO TIP: Link Directly to Your Privacy Policy Email (<a href="http://www.hubspot.com/privacy-policy">privacy policy</a>) Email (<a href= INSERT YOUR PRIVACY POLICY PAGE URL HERE >privacy policy</a>)
PRO TIP: Passively Grow Blog Email Subscribers
PRO TIP: Passively Grow Blog Email Subscribers 1
PRO TIP: Passively Grow Blog Email Subscribers 1 2
PRO TIP: Passively Grow Blog Email Subscribers 1 2 3
3 SOCIAL
Be Proactive with Social Share
Be Proactive with Social Share
PRO TIP: Page Title & Meta Description Matter!
PRO TIP: Page Title & Meta Description Matter!
Include Social Proof Where it Matters
Include Social Proof Where it Matters
Include Social Proof Where it Matters
CHEAT SHEET: OPPORTUNITIES FOR OPTIMIZATION 1 2 3 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 email 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
4 A/B TESTING
A/B testing is the process of testing variables to identify the one that yields better results.
WHY A/B TEST? 1 2 3 Eliminates hypothetical discussions Allows you to drive more consistent results Improves ROI
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
3 INTERPRETING YOUR LANDING PAGE ANALYTICS.
High Level Analytics: The Landing Page Dashboard
1: Views Number of views the page received
2: Submission Rate Percentage of views that resulted in a form submission
3: New Contacts Rate Percentage of views that resulted in new contacts
4: Number of New Contacts Number of new contacts that the page has generated
5: Number of New Customers Number of customers that first became contacts on this page
SO WHERE DO I START?
SO WHERE DO I START? Let s improve on what we already have!
Let s improve on what we already have! BUT FIRST take a snapshot
1 Benchmark Your Performance
2 Benchmark Your Performance
2 Benchmark Your Performance
3 Benchmark Your Performance
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
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
QUESTIONS?
THANK YOU.