OPTIMIZING LANDING PAGESFOR LEAD GEN & CONVERSION

August 25, 2010

       

   From Monologues to DialoguesListen · Engage · Inspire · Influence

Winning the ClickWhy is a landing page so important?

• Through a series of emails, blogs, newsletters, radio, TV, print, webinars, etc., you earned their trust and they have decided to learn more, join your community and/or make a purchase.

• You won the click… now what?

04/08/23 2Optimizing Landing Pages for Lead Gen and Conversion

Winning the Click• If you send them to your general website it’s

counterproductive because typically websites don’t foster community and/or support specific campaigns.

• The landing page add authenticity by supporting the brand and offer that drove them there in the first place.

• One page devoted to one product allows the consumer to focus on making the purchase without getting distracted.

04/08/23 3Optimizing Landing Pages for Lead Gen and Conversion

Example:Toshiba

04/08/23 5

Consider this email advertisement from Toshiba in support of laptops for back to school. The timing is right… it is in fact back to school time. The brand and image is pure Toshiba. And there are 4 primary offers:

$399 for the C650D$479 for the C650$579 for the L650$699 for the L650D

Now, let’s say you are specifically interested in the $579 L650 so you click on it and where do you land?

Where You Don’t Want To Land

04/08/23 6Optimizing Landing Pages for Lead Gen and Conversion

• I’ll tell you where you don’t want to land. That would be the Toshiba.com general website @ http://www.toshiba.com .

• It’s a great site but its not dedicated to the specific laptop offer you’re interested in.

• What you want to see is the information about “that” laptop and if you go to a generic site and can’t easily find it, without any distractions, chances are you’re going to get frustrated and abandon.

• So let’s take a look at where you do want to go…

04/08/23 7

Where You Do Want To Land

The Toshiba L650 Landing Page

04/08/23 8

Let’s review the primary benefits of this page:• It’s focus is on one thing only… the laptop you

expressed interest in.• It’s uncluttered and has no unnecessary elements.• It’s very easy on the eye and easy to follow; no

sidebars, great use of white space.• Everything is on target and relevant to the ad.• All the important information is above the fold

meaning you don’t have to scroll down to place your order.

Optimizing Landing Pages for Lead Gen and Conversion

Summary

Summary

• When conducting any marketing campaign, whether its local, regional or national, a landing page is the only truly effective way of getting accurate results you can really depend on.

• When executed properly, landing pages can be very helpful in assisting any web marketer to stay a step ahead of its competition.

• Landing pages have been known to increase conversion rates by as much as 48%.

04/08/23 10Optimizing Landing Pages for Lead Gen and Conversion

Best Practices

Best Practices• Define your conversion. Before you start to design your landing page,

define that page’s conversion activity. For a newsletter landing page, the conversion activity is entering an email address into a form and clicking “Accept.”

• Make sure everything is on target. Do not construct the page for anyone else—generic and broad pages are proven to fail—and keep everything “on target.” Your ad campaign already funnels traffic to your landing page, so visitors are expecting a very targeted message. Tailor the pages to them.

• Eliminate unneeded elements. Distractions kill conversions. Strip any unneeded elements from the page. This is not your home page. Anyone who comes to your landing page has already been screened by your ad. They expect a very specific message.

04/08/23 Making the Most of Facebook 12

Best Practices• Make sure there is continuity with the creative. The landing page and

creative should match. The easiest way to clue visitors in that they have arrived at the right place is to use the heading from your ad creative.

• Never lose focus. Avoid the urge to promote or link to other areas of your site. The point of the landing page is to prevent your visitor from wandering. You want them converting, not clicking around to other parts of your site and marveling at your Flash animations. Imagine if GAP encouraged shoppers entering their stores to leave and walk around the mall. Once they stop thinking about your offer, you’ve lost them.

• Important information should always appear above the “fold”. Pay attention to the virtual fold (the bottom of the screen before scrolling). Place enough content above the fold to allow your visitor to make a decision about continuing on the site. If a visitor has to click or scroll to figure out what your site is about, the only thing they’ll click is the back button.

04/08/23 Making the Most of Facebook 13

Best Practices• Lead the eye. Use typography and color to your advantage. Lead the

eye along the page towards the conversion exit. Thoughtful use of whitespace, large copy and graphics can make a long page seem much shorter than it really is. Be careful though—a great image will demand a lot of eye time and if misplaced can ruin the flow of your message.

Place the important stuff (whether it’s your copy or your image) close to the middle, and never distract your user from that focal point. Avoid putting interesting material in sidebars. This pulls the eye away from the main body. If it’s interesting and valuable, keep it close to the center and use it to direct the eye.

04/08/23 Making the Most of Facebook 14

Best Practices• Make it as simple and easy as possible. Make the input cursor hop to the

next field after a user finishes the current field. Allow the user to tab around fields. Auto-populate any fields you can.

Remove all unneeded fields. Don't ask for city/state/province if you ask for a Zip or postal code. Focus on the essentials.

If you’re asking users to register for a newsletter, ask for only an email address. You don’t need their name now. Get rid of the reset button. It’s dangerous for both the user and you.

• Test, test and then test again. After you have finished the design of your landing page, test it with a small user group.

04/08/23 Making the Most of Facebook 15

Landing Page Samples

04/08/23 Making the Most of Facebook 17

04/08/23 Making the Most of Facebook 18

04/08/23 Making the Most of Facebook 19

Making the Most of Facebook

Contact Us

Contact Us

Deb KennedyChief Multi-Channel Marketing EvangelistChannel Neutral MarketingOffice: 516-922-7887Mobile: 516-983-1617

04/08/23 22Optimizing Landing Pages for Lead Gen and Conversion