Landing Page Success Strategies

Frank Coyle, President, Point It Howard J. Sewell, President, Connect Direct

July 22, 2009

Webinar Logistics

• Event is being recorded

• Email with link will be sent out later this week

• Ask questions throughout

Presentation Agenda About Point It

• Launched in April 2002

• Seattle’s largest independent search marketing firm

• $30 MM in managed media, 2008

• PPC & SEO

• 12 team members, 40+ yrs of SEM experience

• Servicing clients across all verticals and revenue models

Presentation Agenda About Connect Direct

• Full-service marketing agency specializing in integrated demand generation and lead management for high-tech, B2B companies

• 18-year track record developing successful response-oriented strategies & programs including SEM, email, content syndication, Webinars, social media, lead nurturing & lead management

• Offices in Seattle and Silicon Valley

• Clients include Cisco, QlikTech, VMware

• “Top Agency” 2007, 2008, 2009 – B2B Magazine

Presentation Agenda Agenda

• Landing page definition

• 6 basic principles

• Landing page checklist

• Before and after

• Landing page examples

• Tracking conversions

• Landing page roadblocks

• Landing page critiques

• Q&A

Presentation Agenda Definition (Alternative)

• Landing Page is (possibly) your most expensive salesperson

• All PPC traffic runs through it

• Within 3 seconds it can turn customers on or off

• Train it, just like you would a salesperson

• And keep on “training” it ( = ongoing testing)

Presentation Agenda 6 Basic Principles

• Focus the visitor on one, compelling offer

• Sell the offer, not the product

• Provide a clear, simple, direct, highly visible path to the desired action

• Minimize or eliminate “escape routes” including any and all links to the corporate Website

• Provide no more information than the visitor needs in order to take the desired action

• (PPC) Establish an immediate relevance with the search term

Presentation Agenda Keeping it Simple

• Does having more than one objective to a landing page impact its performance (i.e. conversion rates)?

• In two industry studies by a leading research firm, for an online computer retailer and online publisher, focusing the landing page on one primary objective increased conversions by 19% and 65%, respectively*

*2007, Marketing Experiments Research

Landing Page (Old)

Landing Page (New)

Presentation Agenda Landing Page Checklist

• “Above the fold”

• Eyeflow leads to target

• Eliminate navigation

• Shrink the header graphic if necessary

• Buttons, see them from across the room

• Graphics, clickable, with caption

• Use the footer for essential links (privacy, etc.)

• Keep the footer below the fold

Presentation Agenda Landing Page Checklist

• Testimonials

• 3rd party endorsements

• Awards

• Trust symbols

• Privacy statement and contact us

• Conversion tracking

• Google Analytics Goals & Funnel

Landing Page Examples

IVT Landing Page

GuardID Microsite

Quova Microsite – Gateway Page

QlikTech Landing Page

Landing Page Tracking

Presentation Agenda Multiple Methods

• Adwords conversion tracking

• Google Analytics

• 3rd party tools: Omniture, WebTrends,etc.

Presentation Agenda Setting Up Goals

• Set up a profile in Google Analytics (GA)

• GA profile can only have 4 goals

• Setup multiple profiles to capture all your LP when you have more than 4 LPs

Landing Page Funnel

Problems!

Landing Page Funnel - II

Looking Good !

Form Field Drop-off

High drop-off at email address

field

Presentation Agenda Landing Page Roadblocks

• “One-off” mindset

• Lack of resources

• Going through IT

• Sales requesting too many form fields

• Desire to turn LP into “catch all” page

• Solution:

• Nothing gets the attention of senior management like the funnel (put a dollar figure on the exits!)

Landing Page Critiques

Credco Landing Page

BarNone Landing Page

Trend Micro Landing Page

Q & A

Frank Coyle, Point It frankc@pointit.com

Howard J. Sewell, Connect Direct (CDI) howard@connectdirect.com