S5:

B2B Landing Pages

Howard KaplanFutureNow

@howardkaplan

Scott Brinkerion interactive@chiefmartec

#ConvCon #b2bCRO

B2B Landing Page 101

B2B Landing Pages

Take an action

B2B Landing Pages

Take an action

B2B Landing Pages

Fill out a lead form

B2B Landing Pages

Fill out a lead form

B2B Landing Pages

Link to information

B2B Landing Pages

Link to information

Where They “Fall” Out

Landing Page 101

Landing Pages are from Mars

Secret to Conversion

Clicks Are People!

For you to achieve your goals, your visitors must achieve their goals first.

Conversion

Text

a reflection of your customers' satisfaction

Text

Text

a reflection of your customers' satisfaction

Text

(and your effectiveness)

Customer’s Arc

Matching Arc’s

Matching Arc’s

Structural Integrity

Matching Arc’s

Structural Integrity

Persuasive Momentum

Structure

Design Elements

1. Logo / identity

2. Unique value proposition

3. Headline

4. Offer

5. Call to Action

6. Product Presentation / copy

7. Links to more information

8. Contact info / template

Logo

Call to Action

Headline

Offer

Product Presentation

Links to More Information

Confidence building

Template elements

UVP

•Technology

•Navigation, or lack thereof

•Keep it simple (or relevant?)

Beware of Best Practices

•Technology

•Navigation, or lack thereof

•Keep it simple (or relevant?)

Beware of Best Practices

•Technology

•Navigation, or lack thereof

•Keep it simple (or relevant?)

Beware of Best Practices

Text

Almost any question can be answered, cheaply, quickly and to conclusion by a test campaign.

-Claude C. Hopkins, 1923

5 “Structural” Tips• Product Images Tell A Story• Test Your Forms & Copy• Trust, Rapport & Point of Action Assurances• Calls to Action - Get Them to Click• You have to get the lead to score it

Tip 1: “Product” Images Are Persuasive

Tip 1: “Product” Images Are Persuasive

Tip 1: “Product” Images Are Persuasive

Follow the Eyes

Follow the Eyes

Pretty Face & Impact

Tip 2: Forms & Copy (+200%)

Tip 3: Point of Action & Confidence

Tip 4: Call to ACTION

•Wording•Color•Size•Shape•Style•Icon•Location

Tip 5: Cart or Horse?

Momentum

Matching Arc’s

Structural Integrity

Matching Arc’s

Structural Integrity

Persuasive Momentum

X

X

Entry Point

ConversionPoint

Reconsidering Conversion

X

X

Entry Point

ConversionPoint

How “we” buy

WIIFM?

I) Who are we trying to persuade?

II) What action do we want her to take?

III) What information does she need to feel confident taking the action?

Common Sense “Segmentation”

Common Sense “Segmentation”

• corporate email

• hosted exchange server

• hosted exchange server pricing

Stages of the Buying Process

Get Started: Map the Buying Process

Early Middle Late

Questions

(primary driver in bold)

Keywords

(intent)

Content to Address

Landing Pages

Conversion Events

What is Conv Rate Optimization (CRO)?

Is it right for my situation?Will it address my pain? How?Why is it better than buying traffic, or doing latest craze (i.e. twitter)?

Why FutureNow?

Who else have you worked with?What’s your reputation?

How much does it cost, for me?

What’s the ROI look like? (should be primary)What other costs will I have to incur?What’s needed on my end?What does the process look like, B to E?

Broad: CRO improve website conversion improve website ROI

Intent: search on their problems, not on potential solutions; Need education/nurturing on value of conversion opt.

Branded/ Bryan Eisenbergreputation: Grokdotcom

Intent: search on their perceived solutions (I need help with SEO, etc.); believe we have those sol’n (which is why they visit) but need to know why us instead of others

Branded: FutureNow OnTarget

Intent: believe we’re the best to help them (based on fan status or reputation) but confused as to how the process would work, what the costs would be, etc.

Conversion improvements long-lasting, traffic generation fleeting (once you turn off the $$, the traffic goes away);

Conversion improvements make all other efforts “better” (ROI ++ in all channels)

FN is the *original* CRO firm; Wrote “the” book on conversion;

3 strategic anchors (data driven, cust centric, contin imp)

Case studies (answers ROI ? for late too)

We size you based on your capacity to execute- no point in giving recs you can implement;

Model ROI based on 25 - 100% lifts

3 step process ensures ROI happens timely

Primary: dload “nurture” content

Secondary: Fill out online lead form

Primary: engage ROI calculator

Secondary: Fill out lead form / call

Primary: Fill out lead form / call

FutureNow buying process map

For us, landing pages as well as keywords are likely to tie back to Grok posts; Could we write Grok articles in categories? (early, middle, late?)

For now, add 3 display ads, and 3 call to action links within top traffic driving posts w/in ea stage

People are different... but modelable

People are different... but modelable

People are different... but modelable

People are different... but modelable

People are different... but modelable

People behave differently, and according to their preferences

These preferences can be modeled & planned for

Adding Personas

Would You Like a Roadmap for LeadGen?

Howard KaplanFutureNow, Inc. 1-877-643-7244

howardk@futurenowinc.com

Blog:

www.GrokDotCom.com