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How to create landingpages your prospectscan’t resist.
Niti Shah
Conversions and Nurturing Specialist, HubSpot
• Funnel marketer• New England Patriots fan• Motto: GSD
@NitiFromBoston
NitiSHAH
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Landing pages…Utterly fascinating.
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…OMG
1 Offer something enticing
2 Optimize your landing pages
3 Create a conversion path
4 A/B test your landing pages
YOU’LL LEARN HOW TO:
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Wait, wait, wait...what’s a lead?
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1 What to Offer
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What do people want from you?
• Value
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What do people want from you?
• Value
• Relevance
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What do people want from you?
• Value
• Relevance
• Timeliness
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What do people want from you?
• Value
• Relevance
• Timeliness
• Uniqueness
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What can you give to site visitors?• Ebooks
• Guides
• Checklists
• Templates
• Kits
• Live webinars
• On-demand webinars
• Free tools
• Free trials
• Product demos
• Free consultations
• Coupons
• Slideshows & presentations
• Case Studies
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2 Landing Pages
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1 Header
Logo
Phone number
No navigation
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2 Headline
Say what it is
Begin with hook
Don’t use fluff
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3 Subhead
Include benefit
Personalize
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4 Copy Avoid dense
paragraphs
Use bullet points
Bold key points
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5 Image Always include
an image
Make it vibrant
Mobile-optimize
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6 Form Begin with CTA
Right # of fields
Privacy policy
Change “submit”
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No super-fancy designs or CSS
No navigation or external links
No social sharing icons
That’s it.
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Keep it simple.
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3 How to Run A/B Tests
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1 Find problem areas on your website
Landing Page Views Submissions CVR
Ebook 6,000 400 13%
Tip Sheet 5,500 2,000 36%
Template 7,100 2,700 38%
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2 Choose test: Incremental vs. Drastic
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2 Choose test: Incremental vs. Drastic
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3 Choose A/B testing software
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3 Choose A/B testing software
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3 Choose A/B testing software
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4 Implement test and WAIT
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5 Get results and declare a winner!
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5 Get results and declare a winner!
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4 Real A/B Test Results
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Incremental Test #1Smart Content
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Conversions increased
19%
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Incremental Test #2Navigation & Links
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vs
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Conversions increased
2% on TOFU pages...
... and 22% on MOFU pages.
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Incremental Test #3“Ebook” vs. “Guide”
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vs
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“Ebook” had a 15%higher CVR in this test...
...but had an 8%lower CVR on another.
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Incremental Test #4Personalization
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vs
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Conversions increased
2-4%
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Incremental Test #5Animated images
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vs
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Conversions increased
11% in this test...
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vs
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But CVR decreased
15% in this test.
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Drastic Test #1Layout, copy, image
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Conversions increased
303%
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Drastic Test #2Slide-in calls-to-action
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The slide-in CTAs had a 192%higher click-through rate, and increased lead gen by 27%.
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Drastic Test #3Thank-you page layout
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Conversions increased
125%
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Key Takeaways• You may not get the same results on all of your
landing pages.
• Drastic tests have more potential to make a
bigger impact.
• Don’t be afraid to fail.
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QUESTIONS ?
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