Date post: | 24-Jun-2015 |
Category: |
Technology |
Upload: | ektron |
View: | 556 times |
Download: | 2 times |
Presented By:Melinda CormierDemand Generation Manager, Ektron
About the Presenter
Melinda CormierDemand Generation Manager, Ektron
What do I do? Campaign Creation & Management Content Syndication Programs Webinar Planning & Promotion Seminars, Road Shows & Trade Shows
Agenda
• Overview of Landing Pages & Conversion Paths
• Ektron’s 6 Steps for Optimized Landing Pages Best Practices Tips & Tricks for Improving Performance Results
Why create landing pages?
To Convert Unknown Visitors to Known Visitors
Are you happy with your landing pages?
Only 22% of businesses are satisfied with their landing pages(Econsultancy)NO
The 6 STEPS for Optimized Landing Pages
Your BrandMessaging & Branding1
Your ContentThe Foundation
2
The DesignUser Experience
3
Behind the ScenesBusiness Systems & SEO4
The Thank You PageIncrease Engagement
5
Analyze, Optimize, & OrganizeGet Results
6
Step 1: YOUR BRAND
We all want consistent messaging and branding on our web pages, which includes our landing pages.
1. Your Logo• Position, Scale, Version, etc.
2. The Theme• Consistent Styling (CSS)
Step 1
Step 1: YOUR BRAND
Step 2: YOUR CONTENT
Content is the foundation for visitor engagement and the cornerstone of your landing pages.
1. Main Title: Content Title & Type
2. Sub Header: What are the Benefits of Downloading the Content?
3. Body Copy: Be Descriptive and Use Bullets
4. No Scrolling: Above the Fold and Use Responsive Design
Step 2
Step 2: YOUR CONTENT
Main Title (H1)
Sub Header (H2)
Body Copy• Describe the offer• Form left or right (test it)
No Horizontal Scrolling!
Step 3: THE DESIGN
Ease of use is imperative when it comes to the landing page user experience.
1. Reduce Page Navigation• Eliminate distractions
2. Create Forms with Minimal Fields• Include only the “must haves”
Step 3
Step 3: THE DESIGN
No NavigationKeep your visitor on the page
Minimum Form FieldsDoes your form make sense?
Step 4: BEHIND THE SCENES
Know the inner workings of your URL aliasing, meta tag descriptions, and workflow preferences before publishing your landing page.
1. Use Alt Text on Images & Title Tags on URL’s
2. Include a Meta Description
3. Create Custom Page URLs – Be Descriptive
4. Always Spell Check
5. Map Form Fields to Other Systems
Step 4
Step 4: BEHIND THE SCENES – SEO
Alt Tags on ImagesMake your images search friendly<img alt=“Ektron CMP Datasheet CTA">
Vanity URL – Be Descriptivecmp.ektron.com/lp/CMP-Datasheet
Meta DescriptionThis is the text that appears in the search results page
Step 4: BEHIND THE SCENES – Form Fields
What do we know?• Persona• Product Interest• Location
Now What?• Begin lead qualification• Start nurturing• Personalize her web experience
Step 5: THE THANK YOU PAGE
Once the lead hits the “SUBMIT” button – redirect them to a customized thank you page.
1. No In-Line Messages
2. Be Consistent (Styling, Images, CTA’s, Descriptions, Etc.)
3. Open the Content in a New Window
4. Add “Do Not Follow” Code
5. Include Secondary Offers
Step 5
Step 5: THE THANK YOU PAGE
Relevant Secondary Offer
Step 6: OPTIMIZE, ANALYZE, & ORGANIZE
It’s all about getting results.
1. A/B Testing• Improve Conversion Rates (Form Right vs Left, Button Color,
etc.)• Test Secondary Offers
2. Maintain Consistent Internal Naming Standards
3. Respect Your Visitors• Provide a Privacy Policy Link
Step 6
Step 6: OPTIMIZE – A/B Testing
Form Rightvs
Form LeftTest A Test B
Step 6: OPTIMIZE – A/B Testing
Demovs
Webinar After you’ve read the CMP data sheet, be sure to register for the upcoming Content Marketing Platform Webinar.
Join Bob Canaway, VP of Marketing at Ektron to learn more about the Ektron CMP.
Learn how to:• Enhance acquisition of customers with easy to use tools that get results• Drive leads with landing pages, CTAs, and content pages to boost your
inbound marketing strategy• Increase engagement and gain insight with targeted, relevant content and
contextual analytics
Register for the CMP Webinar today!
Test A Test B
Step 6: ANALYZE
CMP Data Sheet Landing Page
Form LeftForm Right
Conversions
What’s your CONVERSION RATE?
Data from 1/1/14 – 4/22/14
The Average Landing Page Conversion Rate is 5-15%(HubSpot)
Landing Pages
PageViews
Form Submissions
37 24,187 5,680
Ektron’s Landing Pages
24%
Conversion Rate