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Well-designed and structured landing pages are absolutely essential for the success of any paid media campaign. By giving careful thought to each element of a landing page and designing with lead generation and the buyer journey in mind, paid advertising campaigns can yield impressive conversion and sales. During this webinar, Jenny DeGraff, Design Optimization Manager at Marketing Mojo, will tell the real-life stories of optimization successes and discuss the best practices that were implemented for better results. What You’ll Learn: • Landing page success stories across a variety of industries and verticals • Creative landing page designs utilizing common best practices and outside-the-box ideas, including before and after examples • Useful landing page optimization tips and takeaways from each success story
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@marketingmojo | #mojowebinar | marketing-mojo.com
Presented by Jenny DeGraff Design Optimization Manager Kari Rippetoe Content Marketing Manager
THE SECRETS OF LANDING PAGE SUCCESS: OPTIMIZATION BEST PRACTICES AND CASE STUDIES
@marketingmojo | #mojowebinar | marketing-mojo.com
TODAY’S PRESENTER
JENNY DEGRAFF Design Optimization Manager
Marketing Mojo
@JennyDeGraff +Jenny DeGraff
MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo
@marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media 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
@marketingmojo | #mojowebinar | marketing-mojo.com
OUR CLIENTS
@marketingmojo | #mojowebinar | marketing-mojo.com
ALL LANDING PAGES ARE WEB PAGES, BUT NOT ALL WEB PAGES ARE LANDING PAGES
@marketingmojo | #mojowebinar | marketing-mojo.com
A LANDING PAGE IS…
• Not part of a website
• Designed specifically to drive conversions
› Click through
› Lead generation
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY YOU SHOULD USE LANDING PAGES?
• Control your first impression
• Generate more leads
@marketingmojo | #mojowebinar | marketing-mojo.com
LANDING PAGE SUCCESS STORIES
@marketingmojo | #mojowebinar | marketing-mojo.com
VAULTLOGIX
• B2B technology company
• Provides cloud backup and data protection services
@marketingmojo | #mojowebinar | marketing-mojo.com
ORIGINAL
• Type of Page: Offer page on website
• User Intent: To learn about VaultLogix data backup service
• Conversion Goal: Generate free-trial leads
@marketingmojo | #mojowebinar | marketing-mojo.com
CHALLENGER
• Removed navigation
• Clear headline
• Reduced form fields and encapsulated form
• Used actionable button text
• Easily digestible bulleted content
• Added relevant imagery
@marketingmojo | #mojowebinar | marketing-mojo.com
202% Improvement in Free Trial Requests
@marketingmojo | #mojowebinar | marketing-mojo.com
SOUTHERN STATES
• Agricultural supply cooperative
• Over 1,200 retail store locations
@marketingmojo | #mojowebinar | marketing-mojo.com
• Type of Page: Website home page
• User Intent: Searches for branded keywords
• Conversion Goal: Generate click-throughs to top KPIs
ORIGINAL
@marketingmojo | #mojowebinar | marketing-mojo.com
CHALLENGER
• Simplified, pared down design
• No navigation
• Limited distractions, offers and links
• Created a visual hierarchy
@marketingmojo | #mojowebinar | marketing-mojo.com
42%
Lift in overall conversions
@marketingmojo | #mojowebinar | marketing-mojo.com
LEXISNEXIS MEDMAL NAVIGATOR
• Global provider of workflow solutions for legal professionals
• Legal research tool for medical malpractice cases
@marketingmojo | #mojowebinar | marketing-mojo.com
ORIGINAL
• Type of Page: Product page on website
• User Intent: To learn about the interactive tool
• Conversion Goal: Generate sales leads
@marketingmojo | #mojowebinar | marketing-mojo.com
• Highlighted the video
• Presented more concise information
• On-page phone number was removed to promote form fill outs
CHALLENGER
@marketingmojo | #mojowebinar | marketing-mojo.com
203% Improvement in Conversion Rate
@marketingmojo | #mojowebinar | marketing-mojo.com
SHARE OUR STRENGTH
• Nonprofit fighting to end child hunger in America
• Bake Sale for No Kid Hungry: national fundraising initiative that encourages people to host bake sales
@marketingmojo | #mojowebinar | marketing-mojo.com
ORIGINAL
• Type of Page: Desktop Landing Page
• User Intent: To learn about the Bake Sale for No Kid Hungry
• Conversion Goal: Register to host a bake sale
@marketingmojo | #mojowebinar | marketing-mojo.com
CHALLENGER
• Responsive design
@marketingmojo | #mojowebinar | marketing-mojo.com
41% Improvement in Mobile and Tablet Conversions
@marketingmojo | #mojowebinar | marketing-mojo.com
TAKEAWAYS
@marketingmojo | #mojowebinar | marketing-mojo.com
BEST PRACTICES
• Message match • Clear actionable headlines • Use a strong call to action • Minimize number of form fields • Remove navigation and non-essential links • Concise easy to read copy • Take advantage of trust indicators • Use images and videos to support copy • Always be testing
@marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
JENNY DEGRAFF Design Optimization Manager
Marketing Mojo
@JennyDeGraff +Jenny DeGraff
@marketingmojo | #mojowebinar | marketing-mojo.com
LOOKING FOR HELP? Contact Marketing Mojo
800-939-5938 ext. 1 hello@marketing-mojo.com
MARKETING MOJO Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo
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