turning landing pages into lead gen gold
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Turning Landing Pages into Lead Gen Gold Presented by: Ka# Newburg, Training Specialist, Pardot October, 2012
• Who am I? • Common Landing Pages • Key Components • Shorter Forms • Op#mizing Landing Pages
Agenda
Who Am I?
What makes a Landing Page? So we’re all on the same page…
• Whitepaper Download • Webinar Registra#on • Free Trial • Request a Demo • Event Sign-‐Up
What do these have in common?
Types of Landing Pages
• Clear Objec#ve • Concise Descrip#on • Call to Ac#on • Short Form • Provides informa#on or value
Key Components
Shorter Forms Get their foot in the door
How many fields?
• Ideal is 4-‐5 • First Name • Last Name • Email Address • Company
• No more than 10 • Propor#onate collateral
• What would you exchange for similar informa#on?
What fields to include?
How to make forms easier?
Pre-‐populate when possible • BeVer User Experience
Progressive Profiling • Ask for data in smaller por#ons • Higher conversion rate
OpKmizing Landing Pages Knocking their socks off
Remove NavigaKon
Keep It Above the Fold
Newspaper Rule • Biggest story up top
• Limit scrolling • Call to ac#on above the fold
Have Clear ObjecKves
http://www.sugarcrm.com/Free_Trial
Leverage Images & Video
• Images should complement offer
• Images naturally draw the eye away from copy
Email Content
Get BeUer InformaKon • System cannot be gamed • Capture bounces / opens / click-‐throughs
• Common Landing Pages • Key Components • Shorter Forms • Op#mizing Landing Pages
What Did We Cover
QuesKons?
KaK Newburg Training Specialist Client Services
ka#.newburg@pardot.com
@Ka#_Newburg
Pardot An ExactTarget Company 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6848 877.3B2B.ROI www.pardot.com
Contact InformaKon
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