#SESNY Theater Presentation: Landing Page Optimization
10
1 Landing Page Optimization Strategies Derek Edmond, Managing Partner KoMarketing Associates
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Presentation on developing B2B landing pages for SEO and PPC initiatives.Some of the key highlights from the presentation:* Understanding the need to define conversion opportunities at the start of B2B landing page development* Breaking out and outlining landing page factors based on user impact, SEO/PPC impact, or both* A handful of examples of landing page successes, challenges, and opportunityMore information at: http://www.komarketingassociates.com/blog/sesny-semne-theater-presentation
Transcript of #SESNY Theater Presentation: Landing Page Optimization
1
Landing Page Optimization Strategies
Derek Edmond, Managing Partner
KoMarketing Associates
Defining Conversion Opportunities Top of Funnel Lead Opportunities:
•Newsletter Registrations•White Paper Registrations
Mid-Funnel Lead Opportunities:•Published/Sponsored Research•Webinar Registrations
Sales-Ready Lead Opportunities:•Product Evaluations•Demonstration Requests
Action Item for Marketers:Set up different benchmarks and expectations for conversion rates and volumes
Organizing Conversion OpportunitiesRecommendation: Each “type” of lead
opportunity should have its own confirmation page. White Paper
White Paper
White Paper
White Paper
White Paper Confirmation Page
Webinar
Webinar
Information Request
Information Request Confirmation Page
Webinar Confirmation Page
Confirmation pages (web addresses) are in turn added to Google Analytics for goal tracking purposes
Landing Page Optimization FactorsShort List of FactorsUser Elements Images and graphics Form location Accessibility
(how easy the asset will be to access)
Site security and validations Headings Content/readability Value-added communications Share-functionality
SE-Specific Elements Headings Keyword-specific content Meta tags Canonical tags Navigational relationships Cross-linking Share-functionality
Check out the following Search Engine Watch column from Erez Barak:http://searchenginewatch.com/article/2140482/7-Tips-for-Landing-Page-Greatness
Landing Page EvaluationScan and Evaluate Paid Search Results
Landing Pages and SEO Strategy
Reasons to Develop Landing Pages for SEO as well as Lead Generation Efforts
•Emphasize/Target Long-Tail Keyword Strategies
•Organic Search Traffic
•Build Out of Site Depth
•Potential for Link Growth and Social Media Sharing
•SEO Conversion Opportunity
What to create SEO landing pages for?
•White papers
•Webinars (new and archived)
•Research
•Strategic deliverables
Landing Page Optimization FactorsForm Location on Page
Form Submission on right-hand side of landing page
Average Conversion Rate: 9.45%
Form Submission on left-hand side of landing page
Average Conversion Rate: 5.24%
Overall, the campaign averaged just over 8% conversion rates when moving the form back to the right-hand side of landing page
Landing Page Optimization FactorsOn-Site Navigational Factors
Fly-out Menu with various navigational items•Sub-Navigational Item•Sub-Navigational Item•Sub-Navigational Item
Fly-out Menu with various navigational items•Sub-Navigational Item•Sub-Navigational Item•Sub-Navigational Item
Fly-out menu blocked images/category information on the page
Replaced with a structured tier system so menu items were no longer blocked from view
RESULTS: Bounce rate went down by 9% as more traffic funneled through to product pages Conversion rates site wide went up by 0.25%
Primary & Secondary Conversions Consider the conversion AFTER
the conversion
•Thank you message and expectation of results•Social media connectivity•Newsletter signups•Additional communication channels•Links to other sources of information on the website•Additional collateral and/or information•Retargeting Campaigns
Thank You!
Derek Edmond, Managing PartnerKoMarketing Associates
Twitter @DerekEdmond
http://www.komarketingassociates.com/
