The Marketing Mojo Landing Page Lookbook. The Guide to Optimization Best Practices and Case Studies

Transcription

1 The Marketing Mojo Landing Page Lookbook The Guide to Optimization Best Practices and Case Studies

2 Introduction LexisNexis MedMal Navigator The interactive tool that integrates medical and legal research with your case facts. Conversion is the new black for marketers this year. According to ExactTarget s 2014 State of Marketing report, marketers want conversions, and more of them: almost half of those surveyed identified increasing conversion rates as their top digital marketing priority this year. The report also shows that landing pages are used by 75% of the digital marketers surveyed. Yet, at the same time, testing and optimization was not a top priority, cited by only 21% of digital marketers. What does this mean? Marketers are clearly using landing pages, but not optimizing them to maximize our conversion rates. At Marketing Mojo, we ve worked with clients across many industries and with a variety of marketing needs and goals. We ve also seen a lot of landing pages the good, the bad and the ugly. But we ve never met a landing page we couldn t improve, because when it comes to landing page optimization, there s always room for improvement. In this lookbook, we ve compiled a collection of our best landing page case studies, along with best practices for optimizing each one. You ll find examples from B2B, B2C and nonprofit companies and organizations so you review and get ideas from the case studies most relevant to your own company. Contact a Representa to Learn More Formulate a winning medical malpractice case strategy with critical information that comes from combining your case facts with relevant medical and legal research content. All-in-One Interactive Dashboard: MedMal Navigator is the only medical malpractice research tool that offers an interactive dashboard consisting of combined medical and legal content, standard of care analysis, case assessment, verdicts and settlements, and a directory of experts (by disease, condition and jurisdiction)- all in one place. Save hours of time-consuming research with this all-in-one medical malpractice litigation tool. Search relevant medical content and put the medical, legal and jurisdictional issues specific to your case into perspective. Contact Us Access thousands of medical definitions, guides, journals, abstracts and medical images. Assess the merits of a case by determining if and where a deviation in the standard of care may have occurred. Case Value Assessment: Allows you to compare similar verdicts and settlements, find the right expert for your case, and ascertain case value ensuring you are fully equipped to determine your course of action. Evaluate the risk to defend or prosecute a case; and estimate the value of proceeding or settling your case with case value assessments that matches your case to comparable verdicts and settlements. Interactive Q & A Technology: We hope you enjoy the Landing Page Lookbook! If you have any questions about the case studies shown here, please feel free to reach out to us. MedMal Navigator is the only legal research tool that delivers highly sophisticated interactive Q & A technology that provides answers matched to the specific facts of your medical malpractice case. Copyright 2013 LexisNexis. All righ The Marketing Mojo Landing Page Lookbook 2

3 The Original challenger VaultLogix Type of Page: This was an offer page that was a part of their existing website. User Intent: Visitors to this page are intended to learn more about VaultLogix s data backup service. Conversion Goal: Generate leads from free trial requests. Why didn t this work? Form is too long Too many distractions and leak points from the primary conversion action Text is not easily scannable in this block paragraph format The Marketing Mojo Landing Page Lookbook 3

4 The Challenger challenger How we optimized it: Removed navigation and other distracting, unnecessary links Reduced form fields and encapsulated form Created a clear headline and easily digestible bulleted content Used actionable button text Added relevant imagery Results 202% free improvement in trial requests The Marketing Mojo Landing Page Lookbook 4

5 The Original challenger Southern States Type of Page: This is the homepage of the Southern States website. User Intent: Visitors to this page come from Southern States branded search campaigns, so they re already familiar with the brand and looking for their website. Conversion Goal: One of 4 conversion goals: using the store locator, visiting the store microsites, downloading coupons, or downloading the current ad. Why didn t this work? In general, a homepage should not be used for a campaign landing page, even for branded searches. There is too much going on that will distract visitors from the conversion actions you want them to take. The Marketing Mojo Landing Page Lookbook 5

6 The challenger How we optimized it: Standalone landing page to be used specifically for branded search campaigns Simplified, pared down design No navigation Limited distractions, offers and links Focus on primary conversion actions Created a visual hierarchy Results 42% lift in overall conversions: îî Store locator: 24% lift îî Microsite visits: 42% lift îî Coupon downloads: 86% lift îî Current ad downloads: 412% lift The Marketing Mojo Landing Page Lookbook 6

7 The Original challenger LexisNexis MedMal Navigator Type of Page: This is a product page that resided on the website. User Intent: To learn about the MedMal Navigator tool. Conversion Goal: To generate more sales leads for the tool. Why didn t this work? Too many leak points and distractions from the primary conversion goal, including navigation, additional product offerings, related resources and social media links Too much text, creating an information overload Customer testimonial is buried towards the bottom of the page The Marketing Mojo Landing Page Lookbook 7

8 The challenger LexisNexis MedMal Navigator The interactive tool that integrates medical and legal research with your case facts. Contact a Representative to Learn More How we optimized it: Highlighted the video Presented more concise information On-page phone number was removed to promote form fill outs Formulate a winning medical malpractice case strategy with critical information that comes from combining your case facts with relevant medical and legal research content. All-in-One Interactive Dashboard: MedMal Navigator is the only medical malpractice research tool that offers an interactive dashboard consisting of combined medical and legal content, standard of care analysis, case assessment, verdicts and settlements, and a directory of experts (by disease, condition and jurisdiction)- all in one place. Save hours of time-consuming research with this all-in-one medical malpractice litigation tool. Search relevant medical content and put the medical, legal and jurisdictional issues specific to your case into perspective. Access thousands of medical definitions, guides, journals, abstracts and medical images. Assess the merits of a case by determining if and where a deviation in the standard of care may have occurred. Contact Us Case Value Assessment: Allows you to compare similar verdicts and settlements, find the right expert for your case, and ascertain case value ensuring you are fully equipped to determine your course of action. Evaluate the risk to defend or prosecute a case; and estimate the value of proceeding or settling your case with case value assessments that matches your case to comparable verdicts and settlements. Interactive Q & A Technology: MedMal Navigator is the only legal research tool that delivers highly sophisticated interactive Q & A technology that provides answers matched to the specific facts of your medical malpractice case. Results 203% conversion improvement in rate Copyright 2013 LexisNexis. All rights reserved. The Marketing Mojo Landing Page Lookbook 8

9 The Original challenger Share Our Strength Type of Page: Desktop landing page used for paid search campaigns User Intent: To learn about hosting a bake sale to raise money for the No Kid Hungry initiative. Conversion Goal: Registrations to host a bake sale. Why didn t this work? As a desktop landing page, this worked well. However, there was a large amount of mobile traffic coming to this page, and it did not serve the needs of those visitors. The Marketing Mojo Landing Page Lookbook 9

10 The challenger How we optimized it: We made the landing page responsive to give visitors from different devices a better experience. Results 41% mobile improvement in conversions from devices The Marketing Mojo Landing Page Lookbook 10

11 The Original challenger WPS Type of Page: Desktop landing page used for paid search campaigns User Intent: To learn about family or individual health care coverage. Conversion Goal: Capture lead data to pre-qualify for sales. Why didn t this work? This page actually utilized many best practices already, using relevant imagery, directional cues, a clear callto-action, and a trust symbol. It just needed some additional personalization and benefits-driven text to make it more relevant to the visitor. The Marketing Mojo Landing Page Lookbook 11

12 The challenger How we optimized it: Increased headline relevance with dynamic headline Added value to form instructions Reduced form fields Added more benefits-driven content Results increased conversions by 540% The Marketing Mojo Landing Page Lookbook 12

13 LANDING PAGE BEST PRACTICES Keep the brand promise: Make sure the message on your landing page keeps the brand promise made in the ads from which your visitors came. Ensuring that these messages match will reassure visitors that they ve come to the right place. Use concise, easy-to-read copy: The more time visitors have to spend reading text, the more likely they ll be to leave the page. Avoid using long blocks of text and instead use easily scanned copy, preferably in the form of concise bulletpoints. Use clear actionable headlines: Don t make visitors think too much! Make it as clear as possible what they ll be getting when they fill out your form. Use a strong call to action: Tell your visitors exactly what they need to do in your call to action, as well as what they ll be getting. Calls to action like Submit or Contact don t convey the value of clicking the button. Try using calls to action such as Get your quote or Request a callback instead. Minimize number of form fields: A longer-than-necessary form creates a barrier for visitors to convert. The more information you ask for, the less likely they ll be to provide that information. Try to condense the number of form fields down to the bare essentials, and consider tactics such as progressive profiling to get more information over time. Take advantage of trust indicators: Trust indicators such as certification badges, customer testimonials, and client logos provide additional verification to the visitor about the credibility of your product or service. Don t forget to use these to your advantage and display them prominently on your landing pages. Use images and videos to support copy: Relevant images help to break up copy and can also draw the eye towards the primary conversion action. Video can also provide additional information to help seal the deal on a form fill-out. Always be testing: Landing pages can always be improved in an infinite number of ways, but always test your hypotheses to see what will actually make a difference in conversions. Remove navigation and non-essential links: Keep the focus on the primary conversion action by removing any additional links that could distract visitors from what you want them to do. The Marketing Mojo Landing Page Lookbook 13

14 What's Next? îî If you want to stay up to-date on the latest digital marketing news and best practices, subscribe to the Marketing Mojo Blog. îî Learn more about how you can improve your digital marketing ROI by checking the free webinars, white papers, guides and checklists in our library. îî Ready to get more out of your paid media with expertly designed and optimized landing pages? Let's talk. Learn More Call us now at