the secrets of landing page success: optimization best practices and case studies
DESCRIPTION
Well-designed and structured landing pages are absolutely essential for the success of any paid media campaign. By giving careful thought to each element of a landing page and designing with lead generation and the buyer journey in mind, paid advertising campaigns can yield impressive conversion and sales. During this webinar, Jenny DeGraff, Design Optimization Manager at Marketing Mojo, will tell the real-life stories of optimization successes and discuss the best practices that were implemented for better results. What You’ll Learn: • Landing page success stories across a variety of industries and verticals • Creative landing page designs utilizing common best practices and outside-the-box ideas, including before and after examples • Useful landing page optimization tips and takeaways from each success storyTRANSCRIPT
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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
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TODAY’S PRESENTER
JENNY DEGRAFF Design Optimization Manager
Marketing Mojo
@JennyDeGraff +Jenny DeGraff
MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo
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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
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OUR CLIENTS
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ALL LANDING PAGES ARE WEB PAGES, BUT NOT ALL WEB PAGES ARE LANDING PAGES
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A LANDING PAGE IS…
• Not part of a website
• Designed specifically to drive conversions
› Click through
› Lead generation
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WHY YOU SHOULD USE LANDING PAGES?
• Control your first impression
• Generate more leads
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LANDING PAGE SUCCESS STORIES
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VAULTLOGIX
• B2B technology company
• Provides cloud backup and data protection services
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ORIGINAL
• Type of Page: Offer page on website
• User Intent: To learn about VaultLogix data backup service
• Conversion Goal: Generate free-trial leads
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CHALLENGER
• Removed navigation
• Clear headline
• Reduced form fields and encapsulated form
• Used actionable button text
• Easily digestible bulleted content
• Added relevant imagery
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202% Improvement in Free Trial Requests
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SOUTHERN STATES
• Agricultural supply cooperative
• Over 1,200 retail store locations
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• Type of Page: Website home page
• User Intent: Searches for branded keywords
• Conversion Goal: Generate click-throughs to top KPIs
ORIGINAL
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CHALLENGER
• Simplified, pared down design
• No navigation
• Limited distractions, offers and links
• Created a visual hierarchy
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42%
Lift in overall conversions
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LEXISNEXIS MEDMAL NAVIGATOR
• Global provider of workflow solutions for legal professionals
• Legal research tool for medical malpractice cases
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ORIGINAL
• Type of Page: Product page on website
• User Intent: To learn about the interactive tool
• Conversion Goal: Generate sales leads
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• Highlighted the video
• Presented more concise information
• On-page phone number was removed to promote form fill outs
CHALLENGER
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203% Improvement in Conversion Rate
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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
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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
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CHALLENGER
• Responsive design
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41% Improvement in Mobile and Tablet Conversions
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TAKEAWAYS
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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
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CONTACT
JENNY DEGRAFF Design Optimization Manager
Marketing Mojo
@JennyDeGraff +Jenny DeGraff
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LOOKING FOR HELP? Contact Marketing Mojo
800-939-5938 ext. 1 [email protected]
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Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo