The Ultimate Guide to Landing Pages

800-‐920-‐7227 | www.pinpointe.com

Presented by Kelly Noble Mirabella


Presented by:Michael Barber


A Leader in Business-‐to-‐Business Email Marketing

Brought to you byPinpointe



Founder, barber&hewittwww.barberandhewitt.com

Phone: 520-‐591-‐1658 | [email protected]/Instagram/Snapchat: @michaeljbarber

Featured SpeakerMichael Barber


Eryn BranhamPinpointe On-‐Demand, [email protected]

800-‐920-‐7227

Moderator


• Featured in the New York Times, Forbes, and Mashable• Lover of ice cream, cold brew, and travel.• Two Westies – McDoogle & Bowie @mcdoogleandbowie


About Michael…


Why do great landing pages matter?

LET’S START WITH THE WHY…


WHY DO GREAT LANDING PAGES MATTER

Because there are a lot, a lot of bad ones out there…


WHY DO GREAT LANDING PAGES MATTER

Because they drive more conversions for your business.

800-‐920-‐7227 | www.pinpointe.comCredit: Oli Gardner


RESULTS MATTER

Credit: Oli Gardner


So, how do you build the ultimate landing pages?


LET’S START AT THE BEGINNINGTHE ULTIMATE GUIDE TO LANDING PAGES


SHOULD WE EVEN USE A LANDING PAGE?

• For every campaign, yes.• Sending visitors to a non-‐specific page is a waste of money.• Multiple inbound sources.• Special promotions.• Getting around deployment schedules.• “So, the CEO wants XXXXXX tomorrow!?!?!?!?”


START WITH BUSINESS OBJECTIVES

• The business objective of a particular campaign, product, service.

• Ask yourself, “What problem are we trying to solve?”

• You must be able to measure against something.


KNOW THY AUDIENCE

• Understand the goals and motivations of the users who will be arriving at your landing page.

• What are the main questions that a potential visitor will have?

• Knowing this will allow you to design an experience that answers these questions in priory sequence on the page.


AUDIENCE ACTION

“Every website & landing page has conversion opportunities, and every conversion opportunity

needs a CTA.”-‐Oli Gardner


ENTRANCES MATTER

• Where are your audiences coming from?• All campaign entry points and existing collateral materials to maintain a consistent brand experience and design.


AUDIENCE LIMITATIONS

• Entry points matter, a lot.

• If people can’t operate in their context, they will leave.


DOs & DON’Ts

• DON’T repeat errors of the past.

• DO repeat your successes.

• Check out what your competitors are doing.


DON’T EVER DO THIS

• Too much reading = too much thinking.• Don’t lie• Don’t include a form if it isn’t necessary• No, no, no music. Never. Ever.• Don’t use photos found via Google Search. Create your own or use a stock service (Shutterstock, Getty Images)


THE BASICSTHE ULTIMATE GUIDE TO LANDING PAGES


RELEVANT & TARGETED

• The rule of 1– One goal– One message– One action– Repeat…– One goal– One message– One action


CONSISTENCY ALWAYS WINS• From the click > conversion > post-‐conversion, consistency always win.

• Ad, landing page, design, messaging, tone, follow-‐up, etc. should always be consistent.


CONSISTENCY ALWAYS WINS

• From the click > conversion > post-‐conversion, consistency always win.

• Ad, landing page, design, messaging, tone, follow-‐up, etc. should always be consistent.


CLEAR & CONCISE HEADLINES

• Clarity matters

• Stay away from Jargon

• Get to the point

• Tell us what you do


👎


THE DEJARGONATOR



👎



👍


DECLUTTER

• Hoarders need not apply


NO, NO, NO, JUST SAY NO TO NAVIGATION


NO, NO, NO, JUST SAY NO TO NAVIGATION

• Yuppiechef saw a 100% increase in conversion rates (from 3% to 6%).

• Career Point College removed the top navigation and modified its form layout, whichincreased the conversion rate 336%.

• SparkPage's conversion rate jumped from 9.2% to 17.6% over the month they ran a test removing their top navigation

Source: Hubspot


READABILITY MATTERS

• Is it…– Easy?– Fast?– Possible?!?!?

• To do list– Turn off slider autoplay– Forget that, just get rid of sliders and carousels

– Simplify the copy– Narrow the paragraph width

– Title case the headline


READABILITY MATTERS


READABILITY MATTERS

The ideal ratio for readable web copy is• 16px font size• 25px line-‐height• 680px paragraph width


ABOVE THE FOLD, ALWAYS & FOREVER.


MEDIA EXPERIMENTATION

• Video is booming• But, video is hard.• Test media options to ensure you have the right mix of elements.


ALWAYS GIVE ME MORE

• Give thank you pages something more– Link to more useful content– Extra giveaway or download– Surprise them


TRUST MATTERSTHE ULTIMATE GUIDE TO LANDING PAGES


SHOW A PHONE NUMBER


FREE SHOULD BE FREE

• If you say free, there better be something free there.

• If you don’t want to give everything away, give people previews (example Amazon shows people the first couple pages of books).


BUY NOW, BEST DEAL EVER, LIMITED TIME OFFERAUTHENTICITY MATTERS


NORMALPOPUPS/DOWNSSUCK


GOODPOPUPS/DOWNS DON’T

•Relevant•Valuable•Well timed•Designed to delight


SEALS & STUFF


TRUST MATTERS

• Endorsements can build credibility, but ensure you’re monitoring for crisis situations.

• Real testimonials from real sources.• Always include privacy statement and terms/conditions.• Use laymen’s terms for all policies.• Above all, be authentic.


BEFORE, DURING & AFTERTHE ULTIMATE GUIDE TO LANDING PAGES


GO LIVE TIPS

• Have a checklist– Establish a process, learn, rinse, and repeat

• 5 second rule• The hills have eyes…many...many eyes.• Mom/Mum test• QA


ANALYTICS & METRICS

• Use analytics, always.

• You should ensure you are recording the fundamental performance metrics for each campaign. These are campaign specific, but can include: conversion rate (broad term), bounce/abandonment rate, form completion rate.

• Don’t fall into the dreaded industry averages.

• Be transparent always.


ANALYTICS & METRICS

• Other analytics sources can be extremely helpful:– Customer feedback– Eye tracking– Heat maps– Assumed attention hot spots


DURING

• A/B test to validate hypothesizes • Test primary image/video/asset (mood, lighting, message)• Test primary messages (size, color, position)• Call to action• Button colors• Contrast ratios• Form threshold• Leverage third-‐party for anything beyond A/B• Refine constantly


CAMPAIGN CONCLUSION

• Don’t take it down if you don’t need to. Evergreen campaigns can build long-‐term value via SEO and additional future traffic.

• Historical optimization is key. Go back to old landing pages with new learnings.

• Post mortem…even landing pages need an autopsy.


AND, FINALLY…


OVERCONFIDENCE CAN BE THE NAIL IN THE COFFIN.


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The Ultimate Guide to Landing Pages

Marketing

Transcript of The Ultimate Guide to Landing Pages