Landing Page Optimization Basics

@marketingmojo | marketing-mojo.com

LANDING PAGE OPTIMIZATION BASICS

Jenny DeGraffMarketing MojoCentral Virginia AMAJune 16, 2015


ABOUT MARKETING MOJO

• Originally founded as Search Mojo

• Demand generation marketing firm founded in 2005

› Search engine optimization (SEO)

› Online advertising management» Pay-per-click advertising management (PPC)

» Social media advertising

› Content marketing

› Marketing automation

› Analytics consulting

• Headquartered in Charlottesville, VA

› Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine,

MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Advanced, MarketingProfs, PubCon and more


OUR CLIENTS


WHAT IS A LANDING PAGE?



LEAD GENERATION LANDING PAGES


CLICK-THROUGH LANDING PAGES


44% of clicks for B2B companies are

directed to the business' homepage, not a special landing page.

-MARKETINGSHERPA'S LANDING PAGE HANDBOOK


DEDICATED LANDING PAGES VS HOMEPAGES


HOMEPAGE


LANDING PAGE


WHAT ARE LANDING PAGES USED FOR?

• Never start a campaign without a landing page

• Landing pages can, and should, be used for all of your campaign needs

• The potential uses for landing pages are almost limitless


WHY USE LANDING PAGES?


“One Page. One Purpose. Period.”

-OLI GARDNER, UNBOUNCE


THE PSYCHOLOGY OF CHOICE

• 24 flavors = 3% conversion rate• 6 flavor options = 30% conversion

rate


SOUTHERN STATES CASE STUDY


PREQUALIFY LEADS FOR SALES


WHY OPTIMIZE YOUR LANDING PAGES?


“The easiest way to convince a stakeholder that

optimization is a good idea is to talk to them in their

language. And speak to their motivations. Revenue.”

-OLI GARDNER, UNBOUNCE


ACQUIRING A NEW CUSTOMER

• Option 1. Pay for more traffic• Option 2. Optimize your existing

traffic


PAYING FOR MORE TRAFFIC (INCREASING YOUR PPC BUDGET)

Month 1 Month 2

Campaign budget $5,000 $10,000

Traffic budget $5,000 $10,000

Conversion investment $0 $0

Cost-per-click $1 $1

# of visitors to your page 5,000 10,000

Conversion rate 2% 2%

# of new customers 100 200

Cost per acquisition $50 $50

Note: these numbers are based on some average Google Adwords PPC stats.


OPTIMIZING YOUR EXISTING PPC TRAFFIC

Month 1 Month 2 Month

3

Campaign budget $5,000 $5,000 $5,000

Traffic budget $4,000 $4,000 $4,000

Conversion investment $1,000 $1,000 $1,000

Cost-per-click $1 $1 $1

# of visitors to your page 4,000 4,000 4,000

Conversion rate 2.5% 2.75% 3.00%

# of new customers 100 110 120

Cost per acquisition $50 $45.50 $41.67


CONVERSION RATE OPTIMIZATION

• Investing in conversion rate optimization:

› Drop the cost of acquiring a new customer

› A lower acquisition cost means your

marketing campaigns are more efficient

› ensuring that more sales are made from

the same marketing spend


BUILDING HIGH CONVERTING LANDING

PAGES


BEST PRACTICES

• Test EVERYTHING

› No HPPOs

› No Black Turtlenecks

› Don’t take best practices as gospel


MESSAGE MATCH


INCLUDE A NEXT STEP ON EVERY PAGE


REMOVE DISTRACTIONSAND LEAK POINTS (LEAKY FUNNEL)

• To focus on conversion, remove

› Site navigation

› Links outside the page

› Social sharing links

› Other offers


SEGMENT YOUR VISITORS


REDUCE FORM FIELDS AND BE VERY STRATEGIC WITH THE ONES YOU USE

• Your business model? Quality vs Quantity

• Balance the offer with the ask

› Is this offer really worth all of this information?

› How much information you really need from

this lead?

› If the lead isn’t ready to buy, can I nurture with

content instead of forcing the sale?


COPYWRITING FOR CONVERSION

• Clear value-based action oriented headline and copy

• Features and benefits• Format for skimming• Demonstrate simplicity if applicable:

› 3 easy steps for using our product, a ten

minute read for this white paper

• Button copy: NEVER use ‘Submit’


INCLUDE TRUST INDICATORS

• Real testimonials, reviews and ratings

• Celebrity endorsements from high profile names in your industry

• Certification logos• Include privacy policies• Social Confirmation• Impressive user numbers• Client logos


USE IMAGERY STRATEGICALLY


DESIGN AND LAYOUT

• Consistent with other branding

• Encapsulate the form, drawing attention to the conversion action

• Keep key messaging “above the fold”

• CTA button: use complimentary color color to the overall page color scheme


USABILITY AND PERFORMANCE

• Readability • Form submissions work and auto

responders are in place• Links aren’t broken• Mobile friendly• Page speed

› Use Google’s PageSpeed Insights Tool:

https://developers.google.com/speed/pagespeed/insight

s/



USE THE THANK YOU PAGE


DEVELOPING YOUR TESTING STRATEGY


OPTIMIZATION 4 STEP PROCESS

1. Align website objectives to business goals

2. Identify test opportunities3. Generate a great hypotheses

By changing ______ into, ______ I can get

more prospects to ______ and thus

increase ______ .

4. Execute based on a cycle of continuous improvement


TOOLS FOR TESTING

• Free tool for A/B testing: Google Content Experiments

• Unbounce for building landing pages• Visual Website Optimizer, Convert

Experiments or Optimizely for testing across your website


CONTACT

Jenny DeGraffDirector of Design OptimizationMarketing Mojo

434.975.6656 x118

[email protected]

@jennydegraff +JennyDeGraff