Landing Page Optimization Basics

@marketingmojo | marketing-mojo.com

LANDING PAGE OPTIMIZATION BASICS

Jenny DeGraffMarketing MojoCentral Virginia AMAJune 16, 2015

ABOUT MARKETING MOJO• Originally founded as Search Mojo• Demand generation marketing firm founded in 2005

› Search engine optimization (SEO)› Online advertising management

» Pay-per-click advertising management (PPC)» Social media advertising

› Content marketing› Marketing automation› Analytics consulting

• Headquartered in Charlottesville, VA› Office in Charleston, SC

• Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs

• Speakers at SMX Advanced, MarketingProfs, PubCon and more

OUR CLIENTS

WHAT IS A LANDING PAGE?

LEAD GENERATION LANDING PAGES

CLICK-THROUGH LANDING PAGES

44% of clicks for B2B companies are

directed to the business' homepage, not a special landing page.

-MARKETINGSHERPA'S LANDING PAGE HANDBOOK

DEDICATED LANDING PAGES VS HOMEPAGES

HOMEPAGE

LANDING PAGE

WHAT ARE LANDING PAGES USED FOR?

• Never start a campaign without a landing page

• Landing pages can, and should, be used for all of your campaign needs

• The potential uses for landing pages are almost limitless

WHY USE LANDING PAGES?

“One Page. One Purpose. Period.”

-OLI GARDNER, UNBOUNCE

THE PSYCHOLOGY OF CHOICE

• 24 flavors = 3% conversion rate• 6 flavor options = 30% conversion

SOUTHERN STATES CASE STUDY

PREQUALIFY LEADS FOR SALES

WHY OPTIMIZE YOUR LANDING PAGES?

“The easiest way to convince a stakeholder that

optimization is a good idea is to talk to them in their

language. And speak to their motivations. Revenue.”

-OLI GARDNER, UNBOUNCE

ACQUIRING A NEW CUSTOMER• Option 1. Pay for more traffic• Option 2. Optimize your existing

traffic

PAYING FOR MORE TRAFFIC (INCREASING YOUR PPC BUDGET)

Month 1 Month 2Campaign budget $5,000 $10,000Traffic budget $5,000 $10,000Conversion investment $0 $0Cost-per-click $1 $1# of visitors to your page 5,000 10,000Conversion rate 2% 2%# of new customers 100 200Cost per acquisition $50 $50

Note: these numbers are based on some average Google Adwords PPC stats.

OPTIMIZING YOUR EXISTING PPC TRAFFIC

Month 1 Month 2 Month

3Campaign budget $5,000 $5,000 $5,000Traffic budget $4,000 $4,000 $4,000Conversion investment $1,000 $1,000 $1,000Cost-per-click $1 $1 $1# of visitors to your page 4,000 4,000 4,000Conversion rate 2.5% 2.75% 3.00%# of new customers 100 110 120Cost per acquisition $50 $45.50 $41.67

CONVERSION RATE OPTIMIZATION• Investing in conversion rate

optimization: › Drop the cost of acquiring a new customer › A lower acquisition cost means your

marketing campaigns are more efficient› ensuring that more sales are made from

the same marketing spend

BUILDING HIGH CONVERTING LANDING

BEST PRACTICES• Test EVERYTHING

› No HPPOs› No Black Turtlenecks› Don’t take best practices as gospel

MESSAGE MATCH

INCLUDE A NEXT STEP ON EVERY PAGE

REMOVE DISTRACTIONSAND LEAK POINTS (LEAKY FUNNEL)

• To focus on conversion, remove› Site navigation› Links outside the page› Social sharing links› Other offers

SEGMENT YOUR VISITORS

REDUCE FORM FIELDS AND BE VERY STRATEGIC WITH THE ONES YOU USE

• Your business model? Quality vs Quantity

• Balance the offer with the ask› Is this offer really worth all of this

information?› How much information you really need from

this lead?› If the lead isn’t ready to buy, can I nurture

with content instead of forcing the sale?

COPYWRITING FOR CONVERSION• Clear value-based action oriented

headline and copy• Features and benefits• Format for skimming• Demonstrate simplicity if applicable:

› 3 easy steps for using our product, a ten minute read for this white paper

• Button copy: NEVER use ‘Submit’

INCLUDE TRUST INDICATORS• Real testimonials, reviews and

ratings• Celebrity endorsements from high

profile names in your industry• Certification logos• Include privacy policies• Social Confirmation• Impressive user numbers• Client logos

USE IMAGERY STRATEGICALLY

DESIGN AND LAYOUT• Consistent with other

branding• Encapsulate the form,

drawing attention to the conversion action

• Keep key messaging “above the fold”

• CTA button: use complimentary color color to the overall page color scheme

USABILITY AND PERFORMANCE• Readability • Form submissions work and auto

responders are in place• Links aren’t broken• Mobile friendly• Page speed

› Use Google’s PageSpeed Insights Tool: https://developers.google.com/speed/pagespeed/insights/

USE THE THANK YOU PAGE

DEVELOPING YOUR TESTING STRATEGY

OPTIMIZATION 4 STEP PROCESS1. Align website objectives to business

goals2. Identify test opportunities3. Generate a great hypotheses

By changing ______ into, ______ I can get more prospects to ______ and thus increase ______ .

4. Execute based on a cycle of continuous improvement

TOOLS FOR TESTING• Free tool for A/B testing: Google

Content Experiments• Unbounce for building landing pages• Visual Website Optimizer, Convert

Experiments or Optimizely for testing across your website

CONTACT

Jenny KniznerDirector of Marketing and Creative ServicesMarketing Mojo

434.975.6656 x118

jknizner@marketing-mojo.com

@JennyKnizner

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