The anatomy of a landing page 2014 - Class #6 HubSpot Inbound Academy Certification

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Landing pages are specifically designed to convert website visitors to leads. They're like digital sales reps, working 24/7 to pitch your marketing offers and gather valuable information about your leads. Understanding the key elements of a high quality landing page will put you in the ranks of fellow inbound marketers who generate 2x the website conversions as non-inbound marketers. This class fits into the "Convert" stage of Inbound Methodology - we create landing pages to promote the benefits of our marketing offers. http://academy.hubspot.com/inbound-marketing-certification/convert/landing-pages

Text of The anatomy of a landing page 2014 - Class #6 HubSpot Inbound Academy Certification

  • 1. THE ANATOMY OF A LANDING PAGE. Inbound Certication Class #6

2. #INBOUND 3. 1 Landing pages and inbound marketing 2 How to build landing pages that convert visitors to leads 3 What great landing pages look like and how to analyze them 4 Key takeaways and resources AGENDA 4. LANDING PAGES AND INBOUND MARKETING.1 5. What is a landing page? 6. DEFINITION OF A LANDING PAGE: A website page specically designed to convert visitors into leads. 7. Landing pages are your digital sales reps. 8. Landing pages are sales reps that work 24/7. 9. Ill give you something If you give me something How do landing pages work? 10. Jot down on a piece of paper: The last 3 times you submitted your email address. What did you get in return? Were you satised? 11. How do landing pages technically work? 12. TECHNICAL DETAILS OF CONVERSIONS 13. TECHNICAL DETAILS OF CONVERSIONS 14. Landing pages are your digital sales reps. 15. THE CONVERSION PROCESS 16. THE CONVERSION PROCESS Landing Page 17. Landing Page Call to Action THE CONVERSION PROCESS 18. Landing Page THE CONVERSION PROCESS 19. Landing Page Thank You PageCall to Action THE CONVERSION PROCESS 20. Why is it so important to the Inbound Methodology to convert visitors to leads? 21. Converting unknown visitors to known leads provides you the necessary information to begin fostering a relationship. 22. Not having landing pages is like going on a blind date and never asking for your dates name. 23. Inbound concepts boost website conversions: Inbound marketers double the average site conversion rate of non-inbound marketers, from 6% to 12% total. 2013 State of Inbound Marketing 24. 100 monthly visitors at 6% = 6 visitors converting to leads NON-INBOUND MARKETERS INBOUND MARKETERS 100 monthly visitors at 12% = 12 visitors converting to leads Website visitors Website visitors converted to leads Website visitors Website visitors converted to leads INBOUND MARKETING AND LANDING PAGES Inbound Marketers on average generate 2x more leads than non-inbound marketers 2013 State of Inbound Marketing 25. IMPACT OF NUMBER OF LANDING PAGES ON LEAD GENERATION Landing pages New Leads Index 0 100 200 300 400 500 600 2013 State of Inbound Marketing 26. 55%increase in leads when increasing landing pages from 10 to 15. Marketers see a 2013 STATE OF INBOUND MARKETING 27. HOW TO BUILD LANDING PAGES THAT CONVERT VISITORS TO LEADS.2 28. Oer ELEMENTS TO A HIGH QUALITY LANDING PAGE: 1 2 3 Buyers Journey Buyer Personas 4 Landing page best practices 29. OFFERS1 30. DEFINITION OF AN OFFER: A present or proer (something) for (someone) to accept or reject as so desired. 31. DEFINITION OF A LANDING PAGE OFFER: Something oered by an organization that has perceived value to website visitors other than the core products or services the organization sells. 32. LANDING PAGES AND OFFERS GO TOGETHER LIKE PEANUT BUTTER AND JELLY. 33. OR 34. LANDING PAGES AND OFFERS GO TOGETHER LIKE PEANUT BUTTER AND BANANAS. kthread 35. OR 36. LANDING PAGES AND OFFERS GO TOGETHER LIKE PEANUT BUTTER AND FLUFF. kimberlykv 37. OR 38. LANDING PAGES AND OFFERS GO TOGETHER LIKE PEANUT BUTTER AND NUTELLA. 39. OFFERS Above all else your landing page and oer must be in harmony with what your persona is looking for based on where they are in the buyers journey. 40. BUYERS JOURNEY2 41. Of purchase decisions start with a search engine. 71-89% Brafton 42. These searchers are looking for content/ information to solve a problem or fulll a need they are typically not ready to buy from you. FLICKR USER ZAWZOME 43. 80% 16% 4% LANDING PAGES AND THE BUYERS JOURNEY Website Visitors Website Visitors Website Visitors 44. 80/1,000 16/1,000 4/1,000 Website Visitors Website Visitors Website Visitors LANDING PAGES AND THE BUYERS JOURNEY 45. 80/1,000 16/1,000 48 qualied leads 2 qualied leads 4/1,000 50% of leadsare qualied but not yet ready to buy. (Source: Gleanster Research) 46. The businesses that are the best educators will be the most successful. @MarkKilens 47. Reference your buyers journey guide. 48. BUYER PERSONAS3 49. LANDING PAGES & BUYER PERSONAS The oer on your landing page is relevant to your persona - not just a persona. Persona Relevancy Factor The oer on your landing page is irrelevant to all personas. Persona Irrelevancy Factor 50. FLICKR USER ZIMPENFISH PERSONA RELEVANCY FACTOR FLICKR USER HISGETT 51. PERSONA IRRELEVANCY FACTOR FLICKR USER HISGETT 52. LANDING PAGE BEST PRACTICES5 53. Write clear, concise, compelling headlines. Remove navigation and all links. Add social media share icons. LANDING PAGE BEST PRACTICES Explain the value and importance of the oer to your persona Include a relevant image, gif or short video. Add testimonials when relevant. Use bullet points to make information easily digestible. Select the appropriate number of form elds for your oer. Use industry awards and recognition. 54. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the oer to your personas Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form elds for your oer Use industry awards and recognition 55. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the oer to your personas Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form elds for your oer Use industry awards and recognition 56. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the oer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form elds for your oer Use industry awards and recognition 57. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the oer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form elds for your oer Use industry awards and recognition 58. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the oer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form elds for your oer Use industry awards and recognition 59. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the oer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form elds for your oer Use industry awards and recognition 60. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the oer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form elds for your oer Use industry awards and recognition 61. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the oer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form elds for your oer Use industry awards and recognition 62. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the oer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form elds for your oer Use industry awards and recognition 63. WHAT GREAT LANDING PAGES LOOK LIKE AND HOW TO ANALYZE THEM. 3 64. Business to business landing page example LANDING PAGE EXAMPLES WITH PERFORMANCE METRICS 1 2 3 4 Educational landing page example Non-prot landing page example Landing pages to analyze 65. BUSINESS TO BUSINESS LANDING PAGE EXAMPLE1 66. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the oer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form elds for your oer Use industry awards and recognition LANDING PAGES IN ACTION 67. EDUCATIONAL LANDING PAGE EXAMPLE2 68. LANDING PAGES IN ACTION 69. Write clear, concise, compelling headlines Remove navigation and all links Add social media share icons Explain the value and importance of the oer to your persona Include a relevant image, gif or short video Add testimonials when relevant Use bullet points to make information easily digestible Select the appropriate number of form elds for your oer Use industry awards and recognition LANDING PAGES IN ACTION 70. NON-PROFIT LANDING PAGE EXAMPLE3 71. LANDING PAGES IN ACTION 72. LANDING PAGES IN ACTION Write clear, concise, compelling headlines Remove navigation and all links Add social me