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- Only 22% of businesses are satisfied with their landing pages (Econsultancy) - 48% of marketers build a new landing page for each marketing campaign. (MarketingSherpa) - 68% of B2B businesses use landing pages to garner a new sales lead for future conversion. (MarketingSherpa) - Mobile optimized landing pages convert 300% higher over phones than non mobile optimized (Ektron)
Citation preview
Bob CanawayVice President Marketing
PR
ES
EN
TE
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Melinda CormierDemand Generation Manager
Topics
• Overview of the Landing Page• 6 Steps to Optimize Landing Pages• Don’t Forget About the ‘Thank You’• Ways to Improve Performance
Why Do We Create Landing Pages?
• Conversions• Focus of Message• Measurable• Improvable • Compartmentalizable
Landing Pages
• Only 22% of businesses are satisfied with their landing pages (Econsultancy)
• 48% of marketers build a new landing page for each marketing campaign. (MarketingSherpa)
• 68% of B2B businesses use landing pages to garner a new sales lead for future conversion. (MarketingSherpa)
• Mobile optimized landing pages convert 300% higher over phones than non mobile optimized (Ektron)
Landing Pages
6 Steps for Optimized Landing Pages
Your BrandWe all want consistent messaging and branding on our web pages, which includes our landing pages.
1. Your Logo• Position, Scale, Version, etc.
2. The Theme• Consistent Styling (CSS)
ONE
Your ContentContent is the foundation for visitor engagement and the cornerstone of your landing pages.
1. Main Title: Content Title & Type
2. Sub Header: What are the Benefits of Downloading the Content?
3. Body Copy: Be Descriptive and Use Bullets
4. No Scrolling: Above the Fold and Responsive Design
TWO
6 Steps for Optimized Landing Pages
Your DesignEase of use is imperative when it comes to the landing page user experience.
1. Reduce Page Navigation• Eliminate distractions – Make it easy for your visitors to
understand what you want them to do
2. Create Forms with Minimal Fields• Include only the “must haves”
THREE
6 Steps for Optimized Landing Pages
Behind the ScenesKnow the inner workings of your URL aliasing, meta tag descriptions, and workflow preferences before publishing your landing page.
1. Map Form Fields to Other Systems
2. Use Alt Text on Images & Title Tags on URL’s
3. Include a Meta Description
4. Create Custom Page URL’s – Be Descriptive
5. Always Spell Check
6 Steps for Optimized Landing Pages
FOUR
The Thank You PageOnce the lead hits the “SUBMIT” button – redirect them to a customized thank you page.
1. No In-Line Messages
2. Be Consistent (Styling, Images, CTA’s, Descriptions, Etc.)
3. Open the Content in a New Window
4. Add “Do Not Follow” Code
5. Include Secondary Offers
FIVE
6 Steps for Optimized Landing Pages
6 Steps for Optimized Landing Pages
SIX
Optimize, Analyze, & OrganizeIt’s all about getting results.
1. A/B Testing• To Improve Conversion Rates (Form Right vs Left, Button Color,
etc.)• To Test Related Secondary Offers
2. Maintain Consistent Internal Naming Standards
3. Respect Your Visitors – Provide a Privacy Policy Link
Northern Trail, Ultimate Guide to Camping and Other Outdoor Activities
Ektron Application Framework
CRM
MARKETING AUTOMATION
SOCIAL
CONTENT MANAGEMENT
MARKETING OPTIMIZATION
E D I T I N G A N D W O R K F LO W
E S Y N CC LO U D
M A N AG E RM O B I L E V I S U A L PA G E
L AYO U T
S I T E C R E AT I O N A N D M G M T S I T E S E A RC H
C O N TE N T TA RG E T I N G
SE O M V TE ST I N GECOMMERCE
B L O G S & C O M M U N I T I E S
S O C I A L P U B L I S H I N G
P E RSON A M G M T
WEB ANALYTICS
SHAREPOINT
VIDEO
DIGITAL EXPERIENCE MANAGEMENT PLATFORM
Cont
ext B
us
Improved connections
Increased engagement
Enhanced acquisition
and retention
We Optimize Digital Strategies
Bob CanawayVice President Marketing at [email protected]@ektron.com
Melinda CormierDemand Generation Manager at [email protected]@ektron.com
Questions?
www.ektron.com
