Download pdf - The Secrets of Landing Page Success: Optimization Best Practices and Case Studies

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Presented by Jenny DeGraff Design Optimization Manager Kari Rippetoe Content Marketing Manager

THE SECRETS OF LANDING PAGE SUCCESS: OPTIMIZATION BEST PRACTICES AND CASE STUDIES


TODAY’S PRESENTER

JENNY DEGRAFF Design Optimization Manager

Marketing Mojo

@JennyDeGraff +Jenny DeGraff

MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo


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


OUR CLIENTS


ALL LANDING PAGES ARE WEB PAGES, BUT NOT ALL WEB PAGES ARE LANDING PAGES


A LANDING PAGE IS…

•  Not part of a website

•  Designed specifically to drive conversions

›  Click through

›  Lead generation


WHY YOU SHOULD USE LANDING PAGES?

•  Control your first impression

•  Generate more leads


LANDING PAGE SUCCESS STORIES


VAULTLOGIX

•  B2B technology company

•  Provides cloud backup and data protection services


ORIGINAL

•  Type of Page: Offer page on website

•  User Intent: To learn about VaultLogix data backup service

•  Conversion Goal: Generate free-trial leads


CHALLENGER

•  Removed navigation

•  Clear headline

•  Reduced form fields and encapsulated form

•  Used actionable button text

•  Easily digestible bulleted content

•  Added relevant imagery


202% Improvement in Free Trial Requests


SOUTHERN STATES

•  Agricultural supply cooperative

•  Over 1,200 retail store locations


•  Type of Page: Website home page

•  User Intent: Searches for branded keywords

•  Conversion Goal: Generate click-throughs to top KPIs

ORIGINAL


CHALLENGER

•  Simplified, pared down design

•  No navigation

•  Limited distractions, offers and links

•  Created a visual hierarchy


42%

Lift in overall conversions


LEXISNEXIS MEDMAL NAVIGATOR

•  Global provider of workflow solutions for legal professionals

•  Legal research tool for medical malpractice cases


ORIGINAL

•  Type of Page: Product page on website

•  User Intent: To learn about the interactive tool

•  Conversion Goal: Generate sales leads


•  Highlighted the video

•  Presented more concise information

•  On-page phone number was removed to promote form fill outs

CHALLENGER


203% Improvement in Conversion Rate


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


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


CHALLENGER

•  Responsive design


41% Improvement in Mobile and Tablet Conversions


TAKEAWAYS


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


CONTACT

JENNY DEGRAFF Design Optimization Manager

Marketing Mojo

@JennyDeGraff +Jenny DeGraff


LOOKING FOR HELP? Contact Marketing Mojo

800-939-5938 ext. 1 [email protected]

MARKETING MOJO Twitter: @MarketingMojo

Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo