The what, where, how, and why

Landing Page Strate

What is a Landing Page?A landing page, also known as a lead capture page, is the page that appears on the viewers screen after they click on an ad or link, type in a specifically advertised URL, or click on a search-engine marketing (SEM) result.

All other pages are referred to as: results pages, splash pages, master pages, or content pages.

A landing page handles the traffic that is being driven to a site by sending it to specific page(s) designed to receive it and motivate the viewer to a predetermined response.

Where is the traffic coming from?Traffic is sent from a pay per click (PPC) search marketing campaign (such as Google AdWords) to landing pages optimized to correspond with the keywords the searcher used.

Traffic is sent from a banner ad or sponsorship graphic to a landing page specifically designed to address that target audience.

Traffic is sent from a link in an email to a landing page

Traffic is sent from a social media, blog post, or story sidebar link to a landing page

Traffic is sent to a page whose content is designed to organize many related pages around an overall theme.

How do we implement them?What isn’t involved…• Applications• Not every campaign or ad• Not every part of the campaign

What is involved…• Timing and resources• Viewer experience (path-ing)• Analytics• Some specialized coding• Process and procedures for systematizing the

infrastructure• Stickiness or getting them to come back

Why do Landing Pages Succeed?1. Message Match......How tight is the continuity of your

offer, copy, and visuals to the ad

2. Design................... How visually compelling and how well technically executed

3. Depth……………....... How detailed and meaningful isthe content

4. Freshness……………. How frequently are your landing pages updated

5. Interactivity………… Do they use emerging technologies to capture interest?

6. Launch Speed…..... How long is the development cycle for your landing pages?

7. Non-conversion..... How well do you handle viewers who do not convert

8. Boldness…………….. Showcase new and invigorating offers, concepts, or technology

How it should work

Landing Page Strate

www.navyfederal.org/creditcardlowintrorate/www.navyfederal.org/homeloan425/www.navyfederal.org/marinecorpscarloan/www.navyfederal.org/firsttimebuyer/www.navyfederal.org/30yearfixed/www.navyfederal.org/00012232789a/www.navyfederal.org/0002223459n90/www.navyfederal.org/boat/www.navyfederal.org/rvwithmotorcycle/www.navyfederal.org/agreatrate/www.navyfederal.org/00022978556an0011/www.navyfederal.org/00099345vi00112351/www.navyfederal.org/armyloans/www.navyfederal.org/homeloansatgreatrates/www.navyfederal.org/airforceeducation/www.navyfederal.org/primarymember/www.navyfederal.org/openanewaccountwithus/www.navyfederal.org/00199/www.navyfederal.org/driveitoffthelot/www.navyfederal.org/motorcycle/www.navyfederal.org/991834000aae/www.navyfederal.org/beginherewithus/www.navyfederal.org/thenewhomeuyouwant/www.navyfederal.org/pcswithanewhome/www.navyfederal.org/000999982311100ase00122www.navyfederal.org/009934611aaaaw/www.navyfederal.org/militaryinvestments/www.navyfederal.org/yourereitrementfromthemilitary/www.navyfederal.org/homesandloans/www.navyfederal.org/weservewhereyouserve/www.navyfederal.org/88711112as/www.navyfederal.org/thehomeloanofyourdreams/www.navyfederal.org/000000002334awex0001a002/www.navyfederal.org/investementsandinsurance/

How we’re doing it

Landing Page Strate

1. We use enticing ads that drive viewers to a catch-all page.

2. We then force the viewer to hunt for what they originally clicked on.

3. Then to a page with no clear call to action.

4. Then, with any luck, to the application.

Step 1: Ad Step 2: Catch-all page Step 3: Information page Step 4: Application

Depth

Message Match

Visual Design

Freshness

Interactivity

Boldness

Non-conversion

Launch Speed

Scale:

1=bad 10=great

Home Page Promotions Report:•Only shows clicks on the ads•No conversions•Where did the viewer come from

Google Analytics Funnel & Goal Report:•Only shows clicks•Landing page is not isolated from other marketing efforts•Cross site utilization of landing page and subsequent pages results in combined results

How NFCU should do it

Landing Page Strate

No main navigation

No other distractions

MinimalInternal links

Logo linked to home page

Link to Twitter to promote sharing the offer or service to others

Full Search available

Compliance is one click

away

Art, offer, and copy carried over from ad

Strong offer copy is clearly visible

Clear large call to actionSupport copy

is minimal

Here is a potential web ad

Step 1: Ad Step 2: Landing page Step 3: Application

Real World Examples

Landing Page Strate

SEO, SEM, And Online Advertising

Landing Page Strate

If you are doing SEO correctly you’re already creating landing pages.

If you are doing SEM you shouldn’t have their landing pages crawl-able by search engines.

All advertising landing pages should be self contained and robust enough to make the sale by themselves.

Options, Support, and infrastructure

Landing Page Strate

Placement 1

Placement 2

Placement 3

Placement 4

Placement 5

Placement 6

TV & Radio Print

WJXR Active Duty List

KJOS DOD List

WHII WSJ

Japanese Times

Better Homes

Internal Social Media Web Ads SEM

Front page Linkedin Military.com Yahoo

A&B Twitter Navy.us Google

Facebook Google.com

Youtube AUSA.org

Marine.us

Militarynews.com

www.navyfederal.org/offthelot www.navyfederal.org/0001ar4566783220

www.navyfederal.org/offthelot/whii

DOD Listt

www.navyfederal.org/offthelotdod

WHIIt

www.navyfederal.org/0001ar4566783220_ab

A&Bt

Landing Page Strate

Conclusions

• Front Porch Pets had low conversion rates with ads linking directly to their product pages. By putting a comprehensive landing page strategy in place they saw their conversion rates double.

• The University of New England had low ROI on its PPC campaigns in Google. They doubled their conversion rates by optimizing their landing pages and they lowered the CPC by 43%.

• Rafting America (A White Water Rafting Aggregator) had problems with getting visitors to register with them before going on to linked sites. By redesigning their landing pages to have fewer steps and a clear call to action they doubled their registration rates.

• The British Columbia Tourism Foundation realized an increase of 52% for their information form completion rates by having their web site ad buys connect directly to a specifically designed landing pages

• These success stories are from:http://www.marketingexperiments.com/site-optimization/b2c-success-stories-conversion-strategies-that-produced-30-300-gains.html

An increase of

50% - 100%

Identify the campaign or ad(s) that need to have landing page treatment(s)

Identify

EngineerCreate the URLs that are needed for each media and placement

ImplementTag all ads, pages, and forms with analytic code

CreateDesign the ads, paths, and pages that the viewer will see, follow and interact with Retire

At the end of the effective run time, all ads, pages, and paths, need to be mothballed

Important: monitor, review, modify, and repeat

Thank you