LANDING PAGES: THE HEART OF THE CONVERSION PROCESS
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- Susanna Rich
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1 LANDING PAGES: THE HEART OF THE CONVERSION PROCESS INTERMEDIATE We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day
2 #INBOUNDLEARNING
3 WEBINAR SCHEDULE 3/11 - Essentials of Landing Page Success 3/18 - Opportunities for Landing Page Optimization 3/25 - Review of Customer Landing Pages
4 Mark
5 Dee Dee de
6 AGENDA 1 Why landing pages are critical to your inbound marketing 2 Landing pages & The Buyer s Journey 3 Clearly conveying your offer 4 Make the conversion process easy
7 1 WHY ARE LANDING PAGES IMPORTANT?
8 THEY ARE THE PATH TO LEADS!
9 Companies with 30 or more landing pages generate 7x more leads than those with fewer than 10. (HubSpot). HubSpot
10
11 Landing pages are Business Assets!
12 LANDING PAGES & OFFERS GO TOGETHER LIKE PEANUT BUTTER & JELLY.
13 Landing pages are at the heart of the lead conversion process.
14 Landing pages are the core of the LEAD CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page
15 2 LANDING PAGES & THE BUYER S JOURNEY.
16 I ll give you something If you give me something
17 25% of marketers cite reaching the right audience as their top priority for HubSpot, 2013 State of Inbound Marketing Research Report
18 The Buyer s Journey The research process people go through leading up to making a purchase.
19 THE BUYER S JOURNEY
20 Specific offers are more relevant to buyers at specific times during The Buyer s Journey.
21 Have offers & landing pages for each stage of the Buyer s Journey.
22 But how do I know which offers relate to the stages of The Buyer s Journey?
23 CONDUCT A CONTENT AUDIT
24
25 Customer Example
26 PRO TIP Republish content offers with new data, information, best practices, etc.
27 3 CLEARLY CONVEYING YOUR OFFER.
28
29 CREATE A COMPELLING VALUE PROPOSITION FOR THE OFFER Give your offering relevancy to by saying what problem it solves or how it will improve the person s situation. Quantify the value for your visitors by listing specific benefits of the offer Example: Instead of saying It ll save you money, say You ll save $50/month on your electricity costs.
30
31 PRO TIP Use the language your buyer personas use Jargon is the antithesis of an effective value proposition.
32 Write clear, action-oriented headers
33 Explain the offer and its value 1-3 sentences about what the offer is. 3-5 bullet points about how the offer will benefit you. Use bullets, numbers and bolding.
34 Include a relevant image The image should clearly depict what the offer is.
35 PRO TIP Use video!
36 4 MAKE THE CONVERSION PROCESS EASY.
37 Create a short form 3-7 fields, 15 max Form length should mirror the value of the offer.
38 Use Smart Fields Smart Fields, a pro & enterprise feature, automatically remove themselves when you already have information they re asking for. Making forms cleaner and faster to fill out.
39 Place content above the fold
40 No menu navigation and links
41 Redirect to a Thank You Page Delivering the offer on the thank you page allows for an optimal user experience
42 Redirect to a Thank You Page
43 THANK YOU PAGE TIPS: Thank the lead for their interest Bring back the navigation Set great expectations Suggest they follow you Analyze the page bounce rate
44
45 Perform a blink test Visitors decide in 5 seconds if they will submit their information
46 Perform a Blink Test (continued) Test your landing page on coworkers, friends and family. Display the landing page for 5-8 seconds Ask: - What was the offer? - Benefit of offer? - Action required?
47 TRY IT NOW!
48 Do not forget about mobile devices!
49 DO IT NOW!
50 WATCH FOR FRICTION!
51 DESIGN ELEMENTS THAT CAN CAUSE LENGTH-ORIENTED FRICTION: Length of landing page Number of form fields Form field layout Steps in a process
52 COMING SOON: Multi-column forms!
53 DESIGN ELEMENTS THAT CAN CAUSE DIFFICULTY-ORIENTED FRICTION: Eye-path Button design Organization Flash video
54 The conversion rate of each landing page should be 20%
55 CONVERSION PROCESS TIPS
56 Write clear, action-oriented headers Explain the value + benefits of the offer in 3-5 sentences. Include a relevant image Create a form with 3-7 relevant fields Place content above the fold No menu navigation or links Perform the blink test
57 We want to review your landing page! Send us your landing page link in the question pane.
58 NEXT STEPS 1. Create (or use an existing) a piece of content that you will use as your landing page offer. 2. Create a landing page following all best practices. 3. Conduct a content audit of your existing offers 4. Update your existing landing pages using our pro tips & best practices
59 CLASS RESOURCES Content Creation Class The Buyer's Journey webinar How to create a landing page HubSpot Customer Landing Page Examples 8 World Class Landing Pages with 50% Conversion
60 QUESTIONS?
61 THANK YOU.
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