E-mail • Direct Mail • Digital Marketing • Sales Tools • Funding Data • Creative Services
May 22, 2014
Landing Pages: The Key to Higher Conversion
Today’s Speaker Dennis KellyCEO
Use the Chat Panel for questions, or
Tweet questions & comments #landingpagequestions
www.boingnet.comwww.boingnet.com/blog
Today’s Talk
• Landing Pages – What are they and why are they important?
• Landing Page 101 – The Fundamentals• Landing Page Review – Submitted Landing
Pages critiqued• Q&A
What is a Landing Page?
• Web Page Designed to Convert
• Clear & Consistent Headline & Subhead
• Single Call To Action• “Message Match”
Why use them? The Numbers Don’t Lie
• Landing Pages Convert
• Closed Environment• Speed & Cost• Measurable• “Liquid” vs. “Locked
Down”
A Quick Word on 3 URL types
Unfriendly!
Friendly URL
Personal URL or pURL
3 Types of Landing Pages
• Click-Through LPo Friendly URLo Designed to facilitate
clicko Single & easy to find
CTA
3 Types of Landing Pages
• Lead Generationo Friendly URLo Highlighted
Formo Offer of
Value
3 Types of Landing Pages
• Personalizedo pURL and Friendlyo Profile driven contento Can be form or click-
through based
What are they used for?
• Selling – ecommerce
• Lead Generation • Lead Nurturing • Events• Promotions/Sales• Product/Service
Launches
Landing Pages 101
• Home Pages aren’t Landing Pages• Message Match – How to keep your job• Landing Page Channels & Examples
Your Home Page Isn’t a Landing Page!
▪ Multiple Messages
▪ 7 Calls to Action• Designed to help
you navigate• Designed for
SEO
Home Pages vs. Landing Pages
• Convert vs. Navigate
• Single CTA vs. Many CTA’s
• Designed to Convert vs. designed for SEO
Message Match – Super Bowl Ad
Message Match – Quicksilver Card?
Landing Pages are Multi-Channel
• Onlineo SEM/PPCo Display Adso Social
• Email Marketing• Offline
o Direct Mailo TV/Radio/Print Ads
Online Channels – Lead Generation
Email Marketing – Selling & Nurturing
Offline Marketing – Direct Mail
Personalization & Relevancy
• 100%-300% higher conversion vs. control (DMA)
• Profile Driven Content
Most Important Channel - Mobile
• 20-50% of Landing Page Traffic Mobile
• Smartphone & Tablets
• 300% higher conversion
The New Mobile – Responsive Design
• Build Once – run anywhere
• One set of code• Automatically
resizes for desktop, tablet & smartphone
Thank You Pages – Nice & Smart
• Good Manners!• 2nd CTA’s
o Socialo Newslettero Suggested Content
Landing Page Reviews
• 4 submitted landing pages• A range of types & styles
Landing Page Review Time! 12 Nav Links
2 Headlines, 2 CTA’s Fighting for Attention
DICOER - Before
Pretty Good, Friendly URL
DICOER – After
EduGuide – Click-through LPSimple, Friendly URL
No Nav or CTA Distractions
Clear Call to Action
Redesign?
Curriculum Associates – Click Thru with Geo Personalization
Friendly URL
Light-box pop upSimple, clear & helpful
Strong Headline
Nice CTA button!
Kill or push down the Footer content
A Quick Word on Boingnet
Lightweight Marketing Automation
Landing Pages, Microsites, Email, Text & Direct Mail Campaigns
Thank You! Time for Q&A
Questions for Dennis? Send them Using the Chat Panel
Dennis KellyCEO, Boingnet
t: 781.421.6291 e: [email protected]: www.boingnet.com
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