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Live Landing Page Assessment: Learn how to implement landing page best practices to optimize your conversion rate
August 19, 2010Presented by: Randa Codron
Things you want to know about this presentation
1. The presentation will be 45 minutes including Q & A2. You can send your questions to us via your
GoToWebinar controls at any time during the presentation
3. We will answer timely, topic-specific questions during the presentation and save the rest for the Q & A period
4. We answer all the questions we don’t have time for during the presentation in a blog post later in the day
5. We will send out a link to the recording and a PDF of the presentation slides after the presentation
What is a landing page?
In online marketing a landing page is the page where your customers arrive after clicking on a banner ad, a search engine result link or any other internet marketing offer or effort, and, if all goes well, you’ll be able to garner contact information – the first step towards making sales.
Marqui’s Landing Page Optimization Process
1. Make a good first impression 2. Have a compelling, urgent offer 3. Convey your key value proposition 4. Communicate who you are and what you do5. Maintain consistent company branding and messaging6. Keep important information above the fold7. Keep your forms simple (only ask for what you need!)8. Don’t hide your call-to-action9. Build trust and credibility by communicating your
privacy policy10.Test, measure and improve
Assessment 1
Company: Lakeview College of Nursing
URL: http://www.lakeviewcol.edu/admissions.php
Landing Page Objectives:To increase online enrollment for nursing programs offered by Lakeview
Customers:Potential students, parents
Good use of bold text to create a sense of urgency
Clear header links to different areas of the site
Nice large logo with a hyperlink to the company homepage
Page is very text heavy
Tips for improvement:
• The page should make use of a lead capture form rather than relying on visitors to click through to another page before capturing their information.
Good use of an “emotional” image
A combination of call-to-action buttons and links would be more effective
Company: Jaspersoft
URL: http://www.jaspersoft.com
Landing Page Objectives: To capture leads by offering a thought leadership whitepaper
Customers:Small and large B2B and B2C
Assessment 2
What does Jasper Soft do?
The offer gets less prominence than other copy on the page
Solid lead capture form, BUT much too lengthy for a whitepaper
Tips for improvement: • Form should only ask for name, email and company for collateral offers, like a whitepaper offer• Privacy Policy should be indicated below the “Download” button and shouldn’t interfere with the flow of the form• “Download” button should be above the fold
Nice clean page layout
Company: Welch LLP
URL: http://www.welchllp.com
Landing Page Objectives: To capture leads and createbusiness for Welch LLP’s accounting business
Customers:B2B, B2C, and non-profit
Assessment 3
Good use of thought leadership pieces to build interest
Newsletters are a great way toget opt-ins
Company name and logo clear
Clear links to other areas of the site
What does Welch LLP do?
Career opportunities stands out more than business elements
Non-prospect engaging elements need to be toned down
Tips for improvement: • Use the newsletter as a mechanism to capture prospects’ information, request info to sign-up and
received quarterly newsletter. Give them a reason to opt-in! • Highlight items that are meant to encourage visitors to click-through the website or opt-in
Assessment 3
Company: G & K Services
URL: http://www.gkservices.com
Landing Page Objectives: To create conversationsby capturing targeted prospect information
Customers:B2C and B2B
People like pictures of their peers
Strong lead capture form
Nice display of contact information including physical address
Good header links to back to website
Required fields are clearly indicated
Tips for improvement: • If you are trying to segment prospects (which is why you would have a lengthy form), opt to have
separate forms for each segment to avoid having a high abandonment rate.
“Submit” text is not a best practice. This should be a call-to-action
Good use of privacy policy to build trust
Requesting too much information
Landing Page Testing A/B
• This method is used for testing two versions of a web page, version “A” and version “B”
• The goal is to test multiple versions of a webpage to determine which page is more appealing and thus effective
• The data is measured through click-throughs and conversions
Multivariate Testing • Involves finding the best combination of
different on-page elements
• More than one element of a webpage is tested in a live environment
• Multivariate tests are used to determine which content or creative variations produce the most results for defined landing page goals
How Marqui can help you optimize your landing pages
Attract & Engage
Capture
Nurture
Qualify
New Customer
Landing Page creation, Form builder, Google Website Optimizer integrations for A/B Split and Multivariate Tests, Real-time click-through and
conversion analytics, Marketing Database
Follow our blog at http://www.marqui.com/blog
Follow us on Twitter @Marqui_CMS
Sign-up for our feed today via email to win a FREE Landing Page Assessment
Randa Codron
604.484.8547
Amberlie Denny, Marketing Coordinator
604.630.3712