Landing Pages: Generating Conversions & Growing Your Online Business

LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS

GEOFF MYERS PRESENTS

[email protected] | WWW.SIMDEX.ORG | 414.455.6675

BEFORE WE BEGIN…

ABOUT GEOFF MYERS▸ Founded SimDex in 2004

▸ Web Solutions for Small + Medium Sized Businesses

▸ Digital Marketing Consultant + Strategist

▸ 10+ Years as Full Stack Web Designer + Developer

▸ 5+ Years of WordPress Development Experience

▸ 50+ WordPress Sites Built, Maintained + Marketed

▸ Academic Background in Computer Science

▸ Get In Touch: [email protected] or simdex.org or 414.455.6675



IMPORTANT QUESTIONS TO ASK FIRST

▸ Is your website generating specific, measurable business results? Are you tracking its performance?

▸ Is your website acting as a highly focused, efficient marketing tool for selling your products/services?

▸ Is your website consistently generating new conversions for your business (e.g. leads, signups, sales)?



IMPORTANT QUESTIONS TO ASK FIRST

▸ Do you have valuable content and resources that your target market would find useful and relevant?

▸ Have you designed and developed a digital marketing plan and robust sales funnel for your business?



WHAT IS A LANDING PAGE?

▸ Highly focused web page with one (1) specific marketing / sales purpose or goal

▸ Content, product, or service offer with clear call to action (CTA)

▸ Optimized for conversions (new leads, signups, sales, etc.)

▸ Ability to test multiple variations(A/B split testing, multivariate testing)

▸ No navigation or other distractions



WHAT ARE EXAMPLES OF CONVERSIONS?

▸ Checkout

▸ Contact

▸ Download

▸ Listen

▸ Read

▸ Register

▸ Schedule

▸ Signup

▸ Subscribe

▸ Watch



WHY ARE LANDING PAGES IMPORTANT?

▸ Drive Conversions

▸ Grow Email Marketing Lists

▸ Build Trust with Audience

▸ Create a Following

▸ Improve Social Engagement

▸ Nurture Sales Leads

▸ Generate Sales + Revenue



WHAT ARE THE DIFFERENT TYPES OF LANDING PAGES?

▸ Lead Generation Landing Pages

▸ Gather contact info from leads

▸ Nurture leads via email marketing

▸ Click-Through Landing Pages

▸ Direct leads to purchase product or service via e-commerce sales funnel



WHAT ARE THE ELEMENTS OF A LANDING PAGE?

▸ Heading + Subheading

▸ Content, Product, or Service Offer (Later Slide…)

▸ Key Features + Benefits

▸ Social Proof (Later Slide…)

▸ Single Call to Action (CTA)

▸ Lead Intake Form (Later Slide…)

▸ Social Sharing Tools



WHAT ARE EXAMPLES OF CONTENT OFFERS?

▸ Cheat Sheets

▸ Checklists

▸ Consultations

▸ Courses

▸ Demos

▸ Ebooks

▸ Email Subscriptions

▸ Guides

▸ Podcasts

▸ Presentations

▸ Reports

▸ Templates

▸ Tools

▸ Trials

▸ Tutorials

▸ Videos

▸ White Papers

▸ Worksheets



WHAT ARE EXAMPLES OF SOCIAL PROOF?

‣ Accreditations

‣ Before + After

‣ Case Studies

‣ Certifications

‣ Company Logos

‣ Endorsements

‣ Results

‣ Statistics

‣ Success Stories

‣ Testimonials

‣ ProfessionalMemberships



WHAT ARE EXAMPLE ELEMENTS OF A LEAD INTAKE FORM?

‣ First + Last Name

‣ Email Address

‣ Phone Number

‣ Job Title or Role

‣ Company or Organization Name

‣ Company Industry

‣ Company Size

‣ Budget + Timeline

‣ CAPTCHA (Stop Spambots)

= Helpful for Marketing Segmentation



WHAT ARE BEST PRACTICES TO FOLLOW?

‣ Clear + Concise

‣ Distraction-Free

‣ Focused

‣ Non-Spammy

‣ Relevant

‣ Short + Simple

‣ Valuable



HOW DO LANDING PAGES WORK IN CONTEXT?

1. Traffic Source (Later Slide…)

2. Landing Page

3. Initial Conversion

4. Content Offer

5. Email Marketing

6. Leads + Sales



HOW DO I DRIVE TRAFFIC TO MY LANDING PAGE?

‣ Email (MailChimp, ActiveCampaign, Constant Contact, etc.)

‣ In Person (Conferences, Meetups, Presentations, etc.)

‣ Mobile (Texts/SMS, Android/iOS Apps, etc.)

‣ Pay Per Click Ads (Google AdWords, etc.)

‣ Podcast (iTunes, SoundCloud, Stitcher, etc.)

‣ Social (Facebook, LinkedIn, Twitter, etc.)

‣ Video (YouTube, Vimeo, Wistia, etc.)

‣ Website or Blog (WordPress, Joomla, etc.)



HOW DO I TEST AND OPTIMIZE A LANDING PAGE?

▸ Analytics + Testing Platform (Later Slide…)

▸ A/B Split Testing

▸ Multivariate Testing

▸ Continuous Experimentation

▸ Data-Driven Decisions

▸ Evolutionary, Iterative Enhancement

▸ Conversion Rate Optimization (CRO)



WHAT LANDING PAGE ELEMENTS SHOULD I TEST?

▸ Headlines + Headers

▸ Images + Icons

▸ Text

▸ Calls to Action

▸ Page Layouts

▸ Other Design Elements



APPS + SERVICES + TOOLS + RESOURCES

▸ Copyblogger

▸ Google Analytics

▸ HubSpot

▸ LeadPages

▸ Optimizely

▸ SimDex

▸ Unbounce

▸ WordPress

▸ WordStream

http://copyblogger.com

http://analytics.google.com

http://hubspot.com

http://leadpages.net

http://optimizely.com

http://simdex.org

http://unbounce.com

http://wordpress.org



EXAMPLES OF LANDING PAGES

▸ 15 of the Best Landing Page Design Examples You Need to See

▸ 11 Great Landing Page Examples You'll Want to Copy

▸ Landing Page Examples Built with Unbounce

▸ Landing Page Examples

▸ 20 Landing Page Design Examples

http://blog.hubspot.com/marketing/landing-page-examples-list

http://blog.hubspot.com/marketing/fantastic-landing-page-examples

http://unbounce.com/landing-page-examples-built-with-unbounce/

https://instapage.com/landing-page-examples

http://thelandingpagecourse.com/landing-page-design-examples-critiques/

https://www.shopify.com/

https://basecamp.com/

https://lp.leadpages.net/og-webinart/

http://offers.hubspot.com/how-to-optimize-landing-pages-for-conversion

http://grow.kissmetrics.com/request-a-demo

http://www.onlinemeetingnow.com/register/?id=hur4w5ov6p&

https://convertkit.com/pricing/

https://www.lyft.com/drivers


THAT’S IT FOR NOW…

THANK YOU!

Questions? Comments?

Get In Touch:[email protected]

simdex.org414.455.6675


THAT’S IT FOR NOW…

THIS PRESENTATION IS AVAILABLE ONLINE:

simdex.org/landing simdex.org/landing.pdf

Get In Touch:[email protected]

simdex.org414.455.6675

Internet

Landing Pages: Generating Conversions & Growing Your Online Business