Landing Page Success Strategies
Frank Coyle, President, Point It Howard J. Sewell, President, Connect Direct
July 22, 2009
Webinar Logistics
• Event is being recorded
• Email with link will be sent out later this week
• Ask questions throughout
Presentation Agenda About Point It
• Launched in April 2002
• Seattle’s largest independent search marketing firm
• $30 MM in managed media, 2008
• PPC & SEO
• 12 team members, 40+ yrs of SEM experience
• Servicing clients across all verticals and revenue models
Presentation Agenda About Connect Direct
• Full-service marketing agency specializing in integrated demand generation and lead management for high-tech, B2B companies
• 18-year track record developing successful response-oriented strategies & programs including SEM, email, content syndication, Webinars, social media, lead nurturing & lead management
• Offices in Seattle and Silicon Valley
• Clients include Cisco, QlikTech, VMware
• “Top Agency” 2007, 2008, 2009 – B2B Magazine
Presentation Agenda Agenda
• Landing page definition
• 6 basic principles
• Landing page checklist
• Before and after
• Landing page examples
• Tracking conversions
• Landing page roadblocks
• Landing page critiques
• Q&A
Presentation Agenda Definition (Alternative)
• Landing Page is (possibly) your most expensive salesperson
• All PPC traffic runs through it
• Within 3 seconds it can turn customers on or off
• Train it, just like you would a salesperson
• And keep on “training” it ( = ongoing testing)
Presentation Agenda 6 Basic Principles
• Focus the visitor on one, compelling offer
• Sell the offer, not the product
• Provide a clear, simple, direct, highly visible path to the desired action
• Minimize or eliminate “escape routes” including any and all links to the corporate Website
• Provide no more information than the visitor needs in order to take the desired action
• (PPC) Establish an immediate relevance with the search term
Presentation Agenda Keeping it Simple
• Does having more than one objective to a landing page impact its performance (i.e. conversion rates)?
• In two industry studies by a leading research firm, for an online computer retailer and online publisher, focusing the landing page on one primary objective increased conversions by 19% and 65%, respectively*
*2007, Marketing Experiments Research
Landing Page (Old)
Landing Page (New)
Presentation Agenda Landing Page Checklist
• “Above the fold”
• Eyeflow leads to target
• Eliminate navigation
• Shrink the header graphic if necessary
• Buttons, see them from across the room
• Graphics, clickable, with caption
• Use the footer for essential links (privacy, etc.)
• Keep the footer below the fold
Presentation Agenda Landing Page Checklist
• Testimonials
• 3rd party endorsements
• Awards
• Trust symbols
• Privacy statement and contact us
• Conversion tracking
• Google Analytics Goals & Funnel
Landing Page Examples
IVT Landing Page
GuardID Microsite
Quova Microsite – Gateway Page
QlikTech Landing Page
Landing Page Tracking
Presentation Agenda Multiple Methods
• Adwords conversion tracking
• Google Analytics
• 3rd party tools: Omniture, WebTrends,etc.
Presentation Agenda Setting Up Goals
• Set up a profile in Google Analytics (GA)
• GA profile can only have 4 goals
• Setup multiple profiles to capture all your LP when you have more than 4 LPs
Landing Page Funnel
Problems!
Landing Page Funnel - II
Looking Good !
Form Field Drop-off
High drop-off at email address
field
Presentation Agenda Landing Page Roadblocks
• “One-off” mindset
• Lack of resources
• Going through IT
• Sales requesting too many form fields
• Desire to turn LP into “catch all” page
• Solution:
• Nothing gets the attention of senior management like the funnel (put a dollar figure on the exits!)
Landing Page Critiques
Credco Landing Page
BarNone Landing Page
Trend Micro Landing Page
Q & A
Frank Coyle, Point It [email protected]
Howard J. Sewell, Connect Direct (CDI) [email protected]