Post on 03-Sep-2014
description
transcript
How to Optimize Landing Pages to
Capture More Leads
Inbound Marketing Summit: September 8, 2008David Reske, Managing Director
dreske@nowspeed.com
508 616-0111 x202
Demand Generation Programs
Agenda
• What are they and who uses them where?
• The value of landing page optimization
• Optimization Best Practices
– Offer & Content Architecture
– Landing Page Design
– Testing Techniques – A/B, Multivariate
– Metrics & Measurement
– Case Study & Examples
• Key Take-Aways
Landing Page Defined
• A “Landing Page” is where people land when
they click on an online ad, organic search
result, email link or special URL from an offline
media ad.
You want the user to:
• Read the information
• Get what you are offering
• Type in their contact info
• Give you their email
address
• Buy something and give
you a credit card number
• Trust You!
Where are Landing Pages Used?
Who Uses Dedicated Landing Pages?Landing pages specifically designed for a campaign
0%
10%
20%
30%
40%
50%
60%
Client Agency
Landing Page Use
Source: Marketing Sherpa
• Better Landing Pages can bring significant
leverage to any campaign.
• Do the math…
Cost/Click X Conversion Rate = Cost/Conversion
Why is Landing Page Optimization so
Important?
Impressions CTR Clicks
Cost/
Click Cost
Conversion
Rate Conversions
Cost/
Conversion
Website - Old 10000 4% 400 0 -$ 2% 8 -$
Website - New LP 10000 4% 400 0 -$ 8% 32 -$
PPC - Old 100000 2% 2000 2.5 5,000$ 1% 20 250$
PPC - New LP 100000 2% 2000 2.33 4,660$ 8% 160 29$
Email - Old 50000 0.5% 250 5 1,250$ 1% 3 500$
Email - New LP 50000 0.5% 250 5 1,250$ 8% 20 63$
Home Page vs. Landing Page
Home Page Landing Page
Landing page best practices
• Clear headline and
compelling copy
• Picture of the offer
• Minimal navigation
• Privacy statement
• Minimum number
of fields
• Urgent statement
on button
Offer Strategy & Content
Architecture
• Analyze current
offers to understand
effectiveness
• Evaluate current
offers of competition
• Determine most
effective offer per
media
• Content Architecture
Example
Need to Optimize Interior Web
Pages as Landing Pages
Organic Traffic
To Home Page
To Interior Page
Source: Marketing Sherpa
Organic Search
Landing Pages
Home Page as Landing Page
Landing Page Examples
LP Assessment Questions
• Is the landing page headline / copy / imagery focused on selling the offer over selling the product / company?
• Is the offer aligned with the keywords / ads it is trying to capture leads from?
• Is the offer blatantly self-serving, or is it focused on the pain of the target audience first and foremost?
• Are there less than 8 fields to fill out, and are those fields relevant to someone early in the buying cycle?
• Is there an image of the offer with callouts and examples of the important information it contains?
• Are the headline / copy / graphics of high quality and persuasive?
• Are the critical elements of the page (form, offer image, Key Value of the Offer Copy) above the fold?
• Is the copy written so it is easy to scan (bullets and call-outs) with the most important, offer-focused copy on top?
• Is there a clear and legible Privacy statement?
Website Optimization: Drive Landing Page Click Through Rate
Designed to
Drive Landing
Page Clicks
Case Study
Pay Per Click Landing Page
Optimization
• Build comprehensive
keyword list
• Create Adword groups
for similar words
• Select offers
• Create ads for each
offer tailored to each
group
• Link to landing pages
• Analyze Results
Landing Page for Search
Paid
Organic
AdWords Example & Optimization
Landing page example
• Clear headline and
compelling copy
• Picture of the offer
• Minimal navigation
• Privacy statement
• Minimum number of
fields
• Urgent statement on
button
Call to
action
Clear
headline
Limited
fieldsCompelling,
keyword-rich
copy
Best Practices
Old Landing Page
• 25992 Impressions
• 65 clicks
• 4.4 average
position
• 1 conversion
• CPL: $329.60!!!
Budget used up quickly, resulted in poor conversions, little ability to be promoted throughout the day.
Generic New Landing Page
Drastically improves conversion rate and CPL
• 10419 Impressions
• 55 clicks
• 6.6 average position
• 7 conversions
• CPL: $40.37
Custom New Landing Page
• UMOL brand
• Copy specific to program (example above)
• Leads funneled directly to this program
• 13662 Impressions
• 19 clicks
• 3.3 average position
• 15 conversions
• CPL: $22.74
Multivariate Testing
• Multivariate testing:
– Evaluation of
multiple variables
simultaneously
• Users may see:
– Headline A, Image
B, Copy C
– Headline B, Image
C, Copy A
– And on and on…
PPC Lead Gen Objectives
Increase Lead Flow / Decrease CPL
Oct Nov Dec Jan Feb Mar
Conversions
Cost Per Conversion
Web Analytics
• Setup
– Code implementation
– Conversion Goals
• Benchmarking
– Unique Visitors
– Top Referring URLs
– Top Content
– Top referring search words
– Best offers and content
Web Site Optimization
• Make offers more
prominent on home page
and each sub page using
heat map analysis and
click data.
• Create areas for each
phase of buying cycle with
stronger content and offers
• Understand Web Analytics
– Path Analysis, Content
Analysis & Site Overlay
Testing
• Evaluate in-market performance of:
– Key messages
– Value proposition
– Offers
– Headlines
– Images
• Leverage best test approach:
– Multivariate
– A vs. B
– A vs. B vs. C
• Determine best positioning and
messaging strategy; leverage
throughout program
Reporting & Optimization
• Utilize dashboard to report findings and recommendations
on all program metrics on a monthly basis
Key Take-Aways
• Evaluate your own landing pages using the
landing page assessment tool.
• Build and use campaign specific landing pages
• Optimize internal web pages as landing pages
• Leverage landing page design best practices
• Think about the landing page from the user’s
perspective.
• Measure landing page results and make
changes using the test data
• The ROI is very large, so do it NOW.
Thank you
• David Reske,
Nowspeed Managing Partner
dreske@nowspeed.com
http://www.nowspeed.com/resources.html
Visit us in the exhibit area to learn more!
Email David for a copy of this PPT.