Download - Landing Page Optimization Basics
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LANDING PAGE OPTIMIZATION BASICS
Jenny DeGraffMarketing MojoCentral Virginia AMAJune 16, 2015
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ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Online advertising 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
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OUR CLIENTS
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WHAT IS A LANDING PAGE?
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LEAD GENERATION LANDING PAGES
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CLICK-THROUGH LANDING PAGES
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44% of clicks for B2B companies are
directed to the business' homepage, not a special landing page.
-MARKETINGSHERPA'S LANDING PAGE HANDBOOK
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DEDICATED LANDING PAGES VS HOMEPAGES
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HOMEPAGE
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LANDING PAGE
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WHAT ARE LANDING PAGES USED FOR?
• Never start a campaign without a landing page
• Landing pages can, and should, be used for all of your campaign needs
• The potential uses for landing pages are almost limitless
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WHY USE LANDING PAGES?
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“One Page. One Purpose. Period.”
-OLI GARDNER, UNBOUNCE
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THE PSYCHOLOGY OF CHOICE
• 24 flavors = 3% conversion rate• 6 flavor options = 30% conversion
rate
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SOUTHERN STATES CASE STUDY
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PREQUALIFY LEADS FOR SALES
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WHY OPTIMIZE YOUR LANDING PAGES?
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“The easiest way to convince a stakeholder that
optimization is a good idea is to talk to them in their
language. And speak to their motivations. Revenue.”
-OLI GARDNER, UNBOUNCE
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ACQUIRING A NEW CUSTOMER
• Option 1. Pay for more traffic• Option 2. Optimize your existing
traffic
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PAYING FOR MORE TRAFFIC (INCREASING YOUR PPC BUDGET)
Month 1 Month 2
Campaign budget $5,000 $10,000
Traffic budget $5,000 $10,000
Conversion investment $0 $0
Cost-per-click $1 $1
# of visitors to your page 5,000 10,000
Conversion rate 2% 2%
# of new customers 100 200
Cost per acquisition $50 $50
Note: these numbers are based on some average Google Adwords PPC stats.
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OPTIMIZING YOUR EXISTING PPC TRAFFIC
Month 1 Month 2 Month
3
Campaign budget $5,000 $5,000 $5,000
Traffic budget $4,000 $4,000 $4,000
Conversion investment $1,000 $1,000 $1,000
Cost-per-click $1 $1 $1
# of visitors to your page 4,000 4,000 4,000
Conversion rate 2.5% 2.75% 3.00%
# of new customers 100 110 120
Cost per acquisition $50 $45.50 $41.67
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CONVERSION RATE OPTIMIZATION
• Investing in conversion rate optimization:
› Drop the cost of acquiring a new customer
› A lower acquisition cost means your
marketing campaigns are more efficient
› ensuring that more sales are made from
the same marketing spend
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BUILDING HIGH CONVERTING LANDING
PAGES
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BEST PRACTICES
• Test EVERYTHING
› No HPPOs
› No Black Turtlenecks
› Don’t take best practices as gospel
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MESSAGE MATCH
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INCLUDE A NEXT STEP ON EVERY PAGE
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REMOVE DISTRACTIONSAND LEAK POINTS (LEAKY FUNNEL)
• To focus on conversion, remove
› Site navigation
› Links outside the page
› Social sharing links
› Other offers
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SEGMENT YOUR VISITORS
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REDUCE FORM FIELDS AND BE VERY STRATEGIC WITH THE ONES YOU USE
• Your business model? Quality vs Quantity
• Balance the offer with the ask
› Is this offer really worth all of this information?
› How much information you really need from
this lead?
› If the lead isn’t ready to buy, can I nurture with
content instead of forcing the sale?
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COPYWRITING FOR CONVERSION
• Clear value-based action oriented headline and copy
• Features and benefits• Format for skimming• Demonstrate simplicity if applicable:
› 3 easy steps for using our product, a ten
minute read for this white paper
• Button copy: NEVER use ‘Submit’
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INCLUDE TRUST INDICATORS
• Real testimonials, reviews and ratings
• Celebrity endorsements from high profile names in your industry
• Certification logos• Include privacy policies• Social Confirmation• Impressive user numbers• Client logos
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USE IMAGERY STRATEGICALLY
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DESIGN AND LAYOUT
• Consistent with other branding
• Encapsulate the form, drawing attention to the conversion action
• Keep key messaging “above the fold”
• CTA button: use complimentary color color to the overall page color scheme
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USABILITY AND PERFORMANCE
• Readability • Form submissions work and auto
responders are in place• Links aren’t broken• Mobile friendly• Page speed
› Use Google’s PageSpeed Insights Tool:
https://developers.google.com/speed/pagespeed/insight
s/
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USE THE THANK YOU PAGE
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DEVELOPING YOUR TESTING STRATEGY
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OPTIMIZATION 4 STEP PROCESS
1. Align website objectives to business goals
2. Identify test opportunities3. Generate a great hypotheses
By changing ______ into, ______ I can get
more prospects to ______ and thus
increase ______ .
4. Execute based on a cycle of continuous improvement
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TOOLS FOR TESTING
• Free tool for A/B testing: Google Content Experiments
• Unbounce for building landing pages• Visual Website Optimizer, Convert
Experiments or Optimizely for testing across your website
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CONTACT
Jenny DeGraffDirector of Design OptimizationMarketing Mojo
434.975.6656 x118
@jennydegraff +JennyDeGraff