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