Optify best practices: landing pages
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Op#fy Best Prac#ces LANDING PAGES
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An overview of landing pages best practices and main use cases A step-by-step demo of how to build, publish and promote a landing page using Optify Measuring landing page performance and introduction to A/B Testing
Transcript of Optify best practices: landing pages
Op#fy Best Prac#ces LANDING PAGES
Page 2 Confiden#al
• What is a Landing Page? • Why Landing Pages are so important? • 10 Tips for Crea#ng a Killer Landing Page • Crea#ng Landing Page in Op#fy • How to use Op#fy’s Landing Pages for A/B tes#ng • Q&A
Agenda
Page 3 Confiden#al
What’s a Landing Page? • “Landing pages are specific pages designed to make a prospec3ve customer take ac3on.”
Page 4 Confiden#al
What’s a Landing Page? • “In online marke3ng a landing page, some3mes known as a lead capture page, is the page that appears when a poten3al customer clicks on an adver3sement. The page will usually display sales copy that is a logical extension of the adver3sement or link.”
Page 5 Confiden#al
What’s a Landing Page? • “(Landing pages) Pages that are op3mized and very targeted towards a par3cular subject. An effec3ve/valid site op3miza3on and sales conversion strategy.”
Page 6 Confiden#al
What’s a Landing Page? • “(Landing pages) Are specific pages bound to aJract poten3al customers to the website. Usually presents informa3on that is relevant to the visitor and captures their aJen3on resul3ng on a sign up or even into an acquisi3on.”
Page 7 Confiden#al
What’s a Landing Page? • “The specific web page that a visitor ul3mately reaches aMer clicking an adver3sement. OMen, this page is op3mized for a specific keyword term or phrase.”
Page 8 Confiden#al
What’s a Landing Page? • “The page or view to which a user is directed when they click on an ac3ve link embedded in a banner, web page, email or other view. A click through lands the user on a jump page. Some3mes the Landing Page is one stage upstream from what would ordinarily be considered the Home Page.”
Page 9 Confiden#al
What’s a Landing Page? • “The page a visitor arrives at when clicking through to a site, typically from a paid adver3sement. Similar to a doorway page, but a legi3mate marke3ng func3on — it is used for coun3ng and tracking arrivals and determining the effec3veness of a marke3ng campaign.”
Page 10 Confiden#al
What’s a Landing Page? • “A Landing Page is a content page on a website to which traffic is directed, either through paid search or email marke3ng.”
Page 11 Confiden#al
What’s a Landing Page? • “Web page that is reached when a link is clicked, specifically a special page designed to receive traffic from par3cular links.”
Page 12 Confiden#al
What’s a Landing Page? • “The landing page is the page on which a visitor “lands” aMer clicking a search engine lis3ng, email link, Banner Ad, Cost-‐Per-‐Click ad, or other ad/link. The landing page can be a site’s homepage, but is usually a page designed to appeal to users who Click-‐Through a specific ad or link. Landing pages are also used to monitor site traffic and measure an adver3sing campaign’s success. Well-‐designed landing pages that are relevant to a user’s keyword query will improve Conversion Rates and play a cri3cal role in Search Engine Marke3ng.”
Page 13 Confiden#al
Why Landing Pages are so important?
Set goals and establish baseline
Define the buyer profile
Plan, set up and execute campaigns Deliver on-‐target
leads to sales
Measure, report, refine and start
over
Page 14 Confiden#al
Why Landing Pages are so important?
Set goals and establish baseline
Define the buyer profile
Plan, set up and execute campaigns Deliver on-‐target
leads to sales
Measure, report, refine and start
over
Plan, set up and execute campaigns
Page 15 Confiden#al
The core of every lead genera#on campaign
Organic Search
Social Media
Press Coverage
Referrals
Viral Content
Directories Paid
Directories Paid Search
Display
Retarge#ng
Social Ads
Page 16 Confiden#al
Landing Page purposes • Primary goal: Convert visitors to leads • Secondary goals:
§ Collect data § Test message § Measure performance § Reroute leads § Deliver content
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Example: promo#ng a white paper • The offer: White paper with #ps for crea#ng an effec#ve landing page • Title: “10 Tips for Crea#ng an Effec#ve B2B Landing Page” • Text: “Are you using landing pages as a des#na#on for your marke#ng campaigns? More importantly, are you using them effec#vely? Anyone can create a landing page, but a great landing page results in engagement and ac#on. Download our 10 Tips for Crea#ng an Effec#ve Landing Page Whitepaper and learn how to: § Tailor the design, images and text for conversion
§ Create an emphasized call-‐to-‐ac#on § Op#mize the headline and sub-‐headline § Enable social sharing and highlight social valida#on
§ And much more…
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Offer § “10 Tips for Crea#ng an Effec#ve B2B Landing Page” § 5-‐page white paper with 10 #ps for crea#ng an effec#ve landing page
Landing pages
§ URL: hgp://pages.op#fy.net/landing-‐pages-‐white-‐paper § Image:
hgp://www.op#fy.net/wp-‐content/uploads/2012/10/landing-‐page-‐template.jpg
Thank you page § hgp://www.op#fy.net/thanks-‐for-‐reques#ng-‐our-‐white-‐paper
Thank you email § Send mass email to all leads with addi#onal content
Campaign Details
§ Campaign Name: Landing-‐Pages-‐White-‐Paper § Campaign ID in SFDC: 70180000000Qtma
Tagging § Source: from Op#fy or with URL tagging § Campaign Name: op#fy_rd=Landing-‐Pages-‐White-‐Paper § Details: Include in form
Form fields
§ Version 1: Name, email, company, #tle, phone number § Version 2: Name, email, phone, Are you interested in a demo?, open text § Hidden SFDC fields: form name (00N80000004cDrZ -‐ Crea#ng an Effec#ve
Landing Page), Campaign_ID, lead_source (Web),
Setup & Execute Campaign: Bill of Materials (BoM)
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Execute Campaign
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OPTIFY DEMO
Crea#ng the pages
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10 Tips for Crea#ng an Effec#ve Landing Page 1. Clear and emphasized call to ac#on
Page 22 Confiden#al
10 Tips for Crea#ng an Effec#ve Landing Page 1. Clear and emphasized call to ac#on 2. Killer #tle
Page 23 Confiden#al
10 Tips for Crea#ng an Effec#ve Landing Page 1. Clear and emphasized call to ac#on 2. Killer #tle 3. Eliminate choices
þ ☐
Yes
Yes
Page 24 Confiden#al
10 Tips for Crea#ng an Effec#ve Landing Page 1. Clear and emphasized call to ac#on 2. Killer #tle 3. Eliminate choices 4. Simplify design and reduce text
Page 25 Confiden#al
10 Tips for Crea#ng an Effec#ve Landing Page 1. Clear and emphasized call to ac#on 2. Killer #tle 3. Eliminate choices 4. Simplify design and reduce text 5. Use images wisely
Page 26 Confiden#al
10 Tips for Crea#ng an Effec#ve Landing Page 1. Clear and emphasized call to ac#on 2. Killer #tle 3. Eliminate choices 4. Simplify design and reduce text 5. Use images wisely 6. Align message throughout
Page 27 Confiden#al
10 Tips for Crea#ng an Effec#ve Landing Page 1. Clear and emphasized call to ac#on 2. Killer #tle 3. Eliminate choices 4. Simplify design and reduce text 5. Use images wisely 6. Align message throughout 7. Brand valida#on
Page 28 Confiden#al
10 Tips for Crea#ng an Effec#ve Landing Page
1. Clear and emphasized call to ac#on 2. Killer #tle 3. Eliminate choices 4. Simplify design and reduce text 5. Use images wisely 6. Align message throughout 7. Brand valida#on 8. Reduce barriers
Page 29 Confiden#al
10 Tips for Crea#ng an Effec#ve Landing Page 1. Clear and emphasized call to ac#on 2. Killer #tle 3. Eliminate choices 4. Simplify design and reduce text 5. Use images wisely 6. Align message throughout 7. Brand valida#on 8. Reduce barriers 9. Keep your promises
Page 30 Confiden#al
10 Tips for Crea#ng an Effec#ve Landing Page 1. Clear and emphasized call to ac#on 2. Killer #tle 3. Eliminate choices 4. Simplify design and reduce text 5. Use images wisely 6. Align message throughout 7. Brand valida#on 8. Reduce barriers 9. Keep your promises 10. Test, test, test
Page 31 Confiden#al
10 Tips for Crea#ng an Effec#ve Landing Page 1. Clear and emphasized call to ac#on 2. Killer #tle 3. Eliminate choices 4. Simplify design and reduce text 5. Use images wisely 6. Align message throughout 7. Brand valida#on 8. Reduce barriers 9. Keep your promises 10. Test, test, test
Page 32 Confiden#al
Addi#onal Resources • Op#fy B2B Lead Genera#on Blog -‐ hgp://www.op#fy.net/lead-‐genera#on-‐soqware-‐blog
• Digital Marke#ng Resources -‐ hgp://www.op#fy.net/inbound-‐marke#ng-‐resources
• Landing Page webinar hgp://www.op#fy.net/inbound-‐marke#ng-‐resources/how-‐to-‐webinars/from-‐click-‐through-‐rate-‐to-‐conversion-‐rate
• Op#fy Help hgp://help.op#fy.net/entries/20611788-‐gerng-‐the-‐most-‐from-‐landing-‐pages
Page 33 Confiden#al
®uri@op#fy.net @uribarjoseph in/uribarjoseph
