@marketingmojo | marketing-mojo.com LANDING PAGE OPTIMIZATION BASICS Jenny DeGraff Marketing Mojo Central Virginia AMA June 16, 2015
@marketingmojo | marketing-mojo.com
LANDING PAGE OPTIMIZATION BASICS
Jenny DeGraffMarketing MojoCentral Virginia AMAJune 16, 2015
@marketingmojo | marketing-mojo.com
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
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OUR CLIENTS
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WHAT IS A LANDING PAGE?
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LEAD GENERATION LANDING PAGES
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CLICK-THROUGH LANDING PAGES
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44% of clicks for B2B companies are
directed to the business' homepage, not a special landing page.
-MARKETINGSHERPA'S LANDING PAGE HANDBOOK
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DEDICATED LANDING PAGES VS HOMEPAGES
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HOMEPAGE
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LANDING PAGE
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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
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WHY USE LANDING PAGES?
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“One Page. One Purpose. Period.”
-OLI GARDNER, UNBOUNCE
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THE PSYCHOLOGY OF CHOICE
• 24 flavors = 3% conversion rate• 6 flavor options = 30% conversion
rate
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SOUTHERN STATES CASE STUDY
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PREQUALIFY LEADS FOR SALES
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WHY OPTIMIZE YOUR LANDING PAGES?
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“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
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ACQUIRING A NEW CUSTOMER• Option 1. Pay for more traffic• Option 2. Optimize your existing
traffic
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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.
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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
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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
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BUILDING HIGH CONVERTING LANDING
PAGES
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BEST PRACTICES• Test EVERYTHING
› No HPPOs› No Black Turtlenecks› Don’t take best practices as gospel
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MESSAGE MATCH
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INCLUDE A NEXT STEP ON EVERY PAGE
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REMOVE DISTRACTIONSAND LEAK POINTS (LEAKY FUNNEL)
• To focus on conversion, remove› Site navigation› Links outside the page› Social sharing links› Other offers
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SEGMENT YOUR VISITORS
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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?
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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’
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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
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USE IMAGERY STRATEGICALLY
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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
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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/
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USE THE THANK YOU PAGE
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DEVELOPING YOUR TESTING STRATEGY
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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
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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
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CONTACT
Jenny KniznerDirector of Marketing and Creative ServicesMarketing Mojo
434.975.6656 x118
@JennyKnizner