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In this 1/2-hour webinar blitz,explore effective ways to optimize landing page design and content in the quest to generate highly qualified leads. Learn how to create the right balance of content and questions, call to action and audience appeal and improve your landing page conversion rates!
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Turning Landing Pages into Lead Gen Gold Presented by: Ka# Newburg, Training Specialist, Pardot October, 2012
• Who am I? • Common Landing Pages • Key Components • Shorter Forms • Op#mizing Landing Pages
Agenda
Who Am I?
What makes a Landing Page? So we’re all on the same page…
• Whitepaper Download • Webinar Registra#on • Free Trial • Request a Demo • Event Sign-‐Up
What do these have in common?
Types of Landing Pages
• Clear Objec#ve • Concise Descrip#on • Call to Ac#on • Short Form • Provides informa#on or value
Key Components
Shorter Forms Get their foot in the door
How many fields?
• Ideal is 4-‐5 • First Name • Last Name • Email Address • Company
• No more than 10 • Propor#onate collateral
• What would you exchange for similar informa#on?
What fields to include?
How to make forms easier?
Pre-‐populate when possible • BeVer User Experience
Progressive Profiling • Ask for data in smaller por#ons • Higher conversion rate
OpKmizing Landing Pages Knocking their socks off
Remove NavigaKon
Keep It Above the Fold
Newspaper Rule • Biggest story up top
• Limit scrolling • Call to ac#on above the fold
Have Clear ObjecKves
http://www.sugarcrm.com/Free_Trial
Leverage Images & Video
• Images should complement offer
• Images naturally draw the eye away from copy
Email Content
Get BeUer InformaKon • System cannot be gamed • Capture bounces / opens / click-‐throughs
• Common Landing Pages • Key Components • Shorter Forms • Op#mizing Landing Pages
What Did We Cover
QuesKons?
KaK Newburg Training Specialist Client Services
@Ka#_Newburg
Pardot An ExactTarget Company 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6848 877.3B2B.ROI www.pardot.com
Contact InformaKon