Online Marketing Education Series 1

Education Series - IEducation Series - I

Email-Internet-Landing PagesEmail-Internet-Landing Pages

EmailEmail

Knowing the factsKnowing the facts

Knowing the factsKnowing the facts

• Response RatesResponse Rates

Method Low HighEmail newsletter ad 0.10% 0.27%Dedicated email blast 0.50% 1.25%Mircrobutton (120 x 90) 0.06% 0.19%Standard (486 x 60) 0.04% 0.09%

% of B2B Executives email HTML Viewership

% of B2B Executives email HTML Viewership

86%

15%0%

20%

40%

60%

80%

100%

Business people using email clients that block imagesby default (Outlook, etc.)

Percentage who set to view images by default

Personalized & segmented Personalized & segmented email/banner improves effectivenessemail/banner improves effectiveness

Audience SizeOpens Clicks Opens Clicks

>5k 51% 11.70% 5.60% 0.60%5-10k 49% 9.00% 3.90% 0.30%10-50k 29% 7.60% 4.00% 0.50%50-100k 13% 4.00% 3.70% 0.80%>100k 13% 1.10% 3.50% 0.20%Averages 31% 6.68% 4.14% 0.48%

The Value of SegmentationSegmented Unsegmented

The CAN-SPAM Act of 2003The CAN-SPAM Act of 2003

• Include an Unsubscribe and/or Opt-out link and Include an Unsubscribe and/or Opt-out link and instructions within the contentinstructions within the content

• Handle all unsubscribes within 10 daysHandle all unsubscribes within 10 days

• Use a legitimate “from” address, domain name and IP Use a legitimate “from” address, domain name and IP addressaddress

• Be sure “subject” line is accurateBe sure “subject” line is accurate

• List company’s physical address at the end of email List company’s physical address at the end of email messagemessage

SPAMSPAM• Defining SPAMDefining SPAM

– the practice of sending unwanted e-mail messages, frequently the practice of sending unwanted e-mail messages, frequently with commercial content, in large quantities to an indiscriminate with commercial content, in large quantities to an indiscriminate set of recipientsset of recipients

– comprises some 80 to 85% of all the email in the worldcomprises some 80 to 85% of all the email in the world

• How to avoid being seen as a SpammerHow to avoid being seen as a Spammer– Build your email lists carefullyBuild your email lists carefully

– Choose only those who specifically asked for emailsChoose only those who specifically asked for emails

– Use Opt-in scenariosUse Opt-in scenarios

– Avoid sending emails to people who did not grant you permissionAvoid sending emails to people who did not grant you permission

Prospecting vs. Clients - EmailProspecting vs. Clients - Email

• ProspectingProspecting

– Easy, fast and inexpensiveEasy, fast and inexpensive

– Allows you to contact a lot of people Allows you to contact a lot of people

– Email should be quickly followed up with a phone callEmail should be quickly followed up with a phone call

• ClientsClients

– One to one communication in massOne to one communication in mass

– Relevant & custom communicationRelevant & custom communication

– Clients control how often they receive Clients control how often they receive

Eyetrack StudiesEyetrack Studies

Comparison of Image EmailsComparison of Image Emails

Text and ‘Text-like’ Email Design Text and ‘Text-like’ Email Design Comparisons #1Comparisons #1

Text and ‘Text-like’ Email Design Text and ‘Text-like’ Email Design Comparisons #2Comparisons #2

Text and ‘Text-like’ Email Design Text and ‘Text-like’ Email Design Comparisons #3Comparisons #3

Key TakeawaysKey Takeaways

• Certain pieces of text are almost always going to be read, but they’re Certain pieces of text are almost always going to be read, but they’re also almost always fragments of text. also almost always fragments of text.

• It’s clearly possible to use text enhancements to increase reading. It’s clearly possible to use text enhancements to increase reading. Bulleted, bolded, underlined and hyperlinked text all worked to spike Bulleted, bolded, underlined and hyperlinked text all worked to spike attention.attention.

• Breaking up text helps reading. Shorter, narrower paragraphs work Breaking up text helps reading. Shorter, narrower paragraphs work better than long, wide ones. Bullets work better than paragraphs.better than long, wide ones. Bullets work better than paragraphs.

• The effect of the photograph in version five is fascinating. The same The effect of the photograph in version five is fascinating. The same dense paragraph structure from version one is dressed up with a dense paragraph structure from version one is dressed up with a seemingly personal photograph and it has a great positive effect.seemingly personal photograph and it has a great positive effect.

• Copywriting is more important in the age of the Internet than ever Copywriting is more important in the age of the Internet than ever before, as attention spans shrink and demands for precious content before, as attention spans shrink and demands for precious content increase.increase.

Raising clicks on ads in emailsRaising clicks on ads in emails

Planning Your Email Communication Planning Your Email Communication and and

Content WritingContent Writing

Planning your email communicationPlanning your email communication

• Creating a timelineCreating a timeline

– Set realistic goalsSet realistic goals

– First emailFirst email

– Follow-up emailFollow-up email

– Last emailLast email

• Determine your audienceDetermine your audience

– Will clients & prospects be invitedWill clients & prospects be invited

Planning your email communicationPlanning your email communication

• Putting together your email listPutting together your email list– Send your email to the right peopleSend your email to the right people

– Are your recipients the right market for your offer?Are your recipients the right market for your offer?– Did you compile this list and did they opt-in?Did you compile this list and did they opt-in?

– Determine your targetDetermine your target– IndustryIndustry– LocationLocation– Behavior basedBehavior based

– Use SFDC and IPM dataUse SFDC and IPM data– Contact local teamsContact local teams– How relevant?How relevant?– Who will it come from?Who will it come from?

Writing contentWriting content

• Writing for your audienceWriting for your audience– Keep the following in mind when you are writing your Keep the following in mind when you are writing your

communications:communications:

– Write clearly and without ambiguityWrite clearly and without ambiguity

– Be succinct and directBe succinct and direct

– Use the present tenseUse the present tense

– Avoid using industry jargon, abbreviations or acronymsAvoid using industry jargon, abbreviations or acronyms

– Avoid heavy use of adjectivesAvoid heavy use of adjectives

– Avoid complicated sentence structureAvoid complicated sentence structure

– Be economical with words — too much text confuses the Be economical with words — too much text confuses the messagemessage

– 23 words per sentence, 3 sentences/paragraph23 words per sentence, 3 sentences/paragraph

– Avoid text in HTMLAvoid text in HTML

Writing contentWriting content

• Word choiceWord choice– Some tipsSome tips

– Be non-conformistBe non-conformist– Don’t use clichésDon’t use clichés– Be affirmativeBe affirmative– Clear and conciseClear and concise– Tell your customer exactly what to doTell your customer exactly what to do

Writing contentWriting content

• Avoid using words such as:Avoid using words such as:– Important information regardingImportant information regarding– Great Offer/Deal Great Offer/Deal – Visit our website Visit our website – Opportunity Opportunity – Click Here Click Here – Subscribe Subscribe – Bonus Bonus – FreeFree

Writing contentWriting content

• What’s correct with this email campaign?What’s correct with this email campaign?

• Subject line is benefit-oriented & catches customer's attentionSubject line is benefit-oriented & catches customer's attention • Benefits are stated right awayBenefits are stated right away• There is a specific call to actionThere is a specific call to action

Writing contentWriting content

• What’s wrong with this email campaign?What’s wrong with this email campaign?

Above the fold Below the fold

• A lot of blackA lot of black• No brandingNo branding• No logoNo logo• No imagesNo images• URL only appears below the foldURL only appears below the fold

Quick tips to avoid:Quick tips to avoid:

• The words: free, guaranteed are spam magnetsThe words: free, guaranteed are spam magnets

• ALL CAPITAL LETTERSALL CAPITAL LETTERS

• ““Excessive punctuation!!!”Excessive punctuation!!!”

• Excessive use of “click here”Excessive use of “click here”

• $$$ and other symbols$$$ and other symbols

• Empty From addressEmpty From address

• Misleading subject linesMisleading subject lines

• Cascading style sheets (CSS) in your HTMLCascading style sheets (CSS) in your HTML

• Macromedia or FlashMacromedia or Flash

Setting the toneSetting the tone

• The difference between direct mail and email marketingThe difference between direct mail and email marketing

• Email inbox - a personal spaceEmail inbox - a personal space

• Create a relaxed feel Create a relaxed feel

• Initial communication should be short – 2 to 3 Initial communication should be short – 2 to 3 paragraphsparagraphs

Formatting email messagesFormatting email messages

• The four factors that can cause problems:The four factors that can cause problems:

– Word WrapWord Wrap

– FontFont

– Automated formatting Automated formatting

– HTML tagsHTML tags

Word WrapWord Wrap

• How to avoid this embarrassing situation:How to avoid this embarrassing situation:

– Wrap your own lines at 60 or 65 charactersWrap your own lines at 60 or 65 characters

– Place a hard return at the end of each linePlace a hard return at the end of each line

FontFont

• Realize the recipient’s email client may display a different Realize the recipient’s email client may display a different display fontdisplay font

• Fonts come in two flavors:Fonts come in two flavors:– Proportional – width of fonts can vary (Times New Roman)Proportional – width of fonts can vary (Times New Roman)

– Fixed-pitch – every character has the same width (Courier)Fixed-pitch – every character has the same width (Courier)

• ProblemsProblems– Lines come out too short or too longLines come out too short or too long

– Tables – may come across as jumbledTables – may come across as jumbled

• Remember to keep it simpleRemember to keep it simple

• Use a fixed font when possibleUse a fixed font when possible

ExampleExample

Fixed font

Simple and direct

Text NewsletterText Newsletter

Other items to avoid when Other items to avoid when sending an emailsending an email

• AttachmentsAttachments

• ImagesImages

• Stationary Stationary BackgroundsBackgrounds

• Read Receipt Read Receipt RequestedRequested

Email FatigueEmail Fatigue

• Avoid it – people want relevant information Avoid it – people want relevant information

– Common to see a 50% uplift with relevant emailsCommon to see a 50% uplift with relevant emails

• Send emails based on behaviorSend emails based on behavior

Automated formatting Automated formatting and HTML tagsand HTML tags

• Why you shouldn’t use HTMLWhy you shouldn’t use HTML– Recipients may see HTML tagsRecipients may see HTML tags

– Hard for recipient to readHard for recipient to read

– Email clients (outlook) blocks HTML imagesEmail clients (outlook) blocks HTML images

• Send all email marketing messages is plain textSend all email marketing messages is plain text– Use NotepadUse Notepad

– Paste message into your email window and send outPaste message into your email window and send out

– Avoid using Microsoft WordAvoid using Microsoft Word

– Does not create pure text – even if you “save as” textDoes not create pure text – even if you “save as” text

• Avoid HTML email unless you can be absolutely sure all Avoid HTML email unless you can be absolutely sure all recipients will receive the right formatrecipients will receive the right format

Subject line tipsSubject line tips

• Tip #1: Keep subject lines to less than 50 charactersTip #1: Keep subject lines to less than 50 characters

• Tip #2: Examine your ‘stock’ language and decide Tip #2: Examine your ‘stock’ language and decide whether it needs to be there. whether it needs to be there.

Subject line tipsSubject line tips

• Tip #3: Include action wordsTip #3: Include action words

News Oriented to Reader - Best Open Rates (60%-87%) [COMPANYNAME] Sales & Marketing Newsletter Eye on the [COMPANYNAME] Update (Oct 31 - Nov 4) [COMPANYNAME] May 2005 News Bulletin! [COMPANYNAME] Newsletter - February 2006 [COMPANYNAME] and [COMPANYNAME] Invites You!

Invitation from [COMPANYNAME] [COMPANYNAME] Jan/Feb 2006 Newsletter

Website news - Issue 3 Upcoming Events at [COMPANYNAME] [COMPANYNAME] Councils: Letter of Interest

October 2005 Newsletter

Subject line examplesSubject line examples

Self Promoting - Worst Open Rates (1%-14%)Need More Advertising Value From Your Marketing Partner?

[COMPANYNAME] Pioneers in Banana Technology [COMPANYNAME] Moves You Home for the Holidays Renewal [COMPANYNAME] Update - A Summary of Security and Emergency Preparedness News Now Offering Banana Services! [COMPANYNAME] endorses [COMPANYNAME] as successor The Future of International Trade True automation of your Banana Research [COMPANYNAME] Resort - Spring into May Savings You Asked For More...

How to create an email that gets How to create an email that gets clicked onclicked on

Text Only Email & Landing Text Only Email & Landing PagePage

EloquaEloqua

Eloqua Eloqua

• VideoVideo

– Eloqua Overview – Learn more about EloquaEloqua Overview – Learn more about Eloqua

• PresentationPresentation

– Eloqua presentation and ROI Eloqua presentation and ROI (from Marketing Hub)(from Marketing Hub)

**Eric – there isn’t any audio to this – could you speak **Eric – there isn’t any audio to this – could you speak to it?to it?

Eloqua - ReportingEloqua - Reporting• Campaign TreesCampaign Trees

– Provides more immediate insight into the results within a single campaign Provides more immediate insight into the results within a single campaign and across campaigns. and across campaigns.

– View campaign reports and dashboards according to different levels or View campaign reports and dashboards according to different levels or hierarchies—for example, by time period, then region, then product, then hierarchies—for example, by time period, then region, then product, then campaign type and finally, by the specific campaigncampaign type and finally, by the specific campaign

• Campaign results become clear and meaningful:Campaign results become clear and meaningful:– Track results for the entire campaign and individual tactic. Track results for the entire campaign and individual tactic. – Reporting according to your organizational structure. Reporting according to your organizational structure. – Compare and analyze results across your organizational structure. Compare and analyze results across your organizational structure. – View inquiries on campaigns by Lead Rank. View inquiries on campaigns by Lead Rank.

• Advantages:Advantages:– Measure campaign effectiveness that is most useful to youMeasure campaign effectiveness that is most useful to you– Provides more meaningful reports that enable you to improve future Provides more meaningful reports that enable you to improve future

campaign results and demonstrate ROI.campaign results and demonstrate ROI.

Eloqua - ReportingEloqua - Reporting

• Importance of keeping data clean and out of being a Importance of keeping data clean and out of being a spammerspammer

– Accurately measure our programs Accurately measure our programs

– Business developers can be confident that the lead Business developers can be confident that the lead management system is sending them the most management system is sending them the most qualified leadsqualified leads

• Response open rates will go upResponse open rates will go up

– Eloqua automatically removes bounce backs and Eloqua automatically removes bounce backs and unsubscribesunsubscribes

Why are we using an e-mail marketing Why are we using an e-mail marketing service?service?

• Avoids exposing our email lists to recipientsAvoids exposing our email lists to recipients

• Assures that we comply with CAN-SPAM lawsAssures that we comply with CAN-SPAM laws

• Enables us to track resultsEnables us to track results

• Ensure deliverabilityEnsure deliverability

• Delivers our emails in the correct formatDelivers our emails in the correct format

• Allows us to use professional looking templatesAllows us to use professional looking templates

• Provides a mechanism to easily track resultsProvides a mechanism to easily track results

Improve your resultsImprove your results

Improving your resultsImproving your results

• Use dynamic content inclusion to provide more relevant Use dynamic content inclusion to provide more relevant content to different segments of your databasecontent to different segments of your database

• Track user behavior beyond the click-throughTrack user behavior beyond the click-through

• Review your message templates for effectiveness within Review your message templates for effectiveness within new email clientsnew email clients

• Consider breaking up your stories at a cliff-hanger point Consider breaking up your stories at a cliff-hanger point to increase click-through so you can better measure your to increase click-through so you can better measure your readershipreadership

INTERNET &INTERNET &LANDING PAGESLANDING PAGES

Knowing the factsKnowing the facts

Method Low HighEmail Newsletter Ad 0.10% 0.27%Dedicated Email Blast 0.50% 1.25%Microbutton (120x90) 0.06% 0.19%Standard (468x60) 0.04% 0.09%Skyscraper (160x600) 0.18% 0.38%Big Ad Unit (336x280) 0.20% 0.40%Premium Sponsor Link (67x33) 0.06% 0.20%Leaderboard (728x90) 0.20% 0.38%

Advertising Click Through Rates - Email & Online Ads

B2B Study on where executives go B2B Study on where executives go to research business needsto research business needs

Top Online Influences - Research

5.45.8

5.2

4.4 4.6 4.64.2

3.9 4

3.43.7 3.6

4.2

0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

SearchEngines

Man.Websites

Dis.Websites

OnlineWOM

OnlineTrade Pub

Online GenBus Pub

OnlineVideo

Opt inemail

RSS Feeds Webinars Podcasts Social NetSites

OnlineNew s

StatsStats

• You only have 0-8 seconds to capture your visitorYou only have 0-8 seconds to capture your visitor

• 80% of visitors will leave your page 80% of visitors will leave your page

• Keep relevant information at the top Keep relevant information at the top

• Keep focused goals Keep focused goals

SEO and Keyword SEO and Keyword OptimiztionOptimiztion

SEO and Keyword optimization, SEMSEO and Keyword optimization, SEM

• Research keywordsResearch keywords

• Craft keyword-rich contentCraft keyword-rich content

• Post document to web sitePost document to web site

• Measure and track resultsMeasure and track results

SEO example landing pageSEO example landing page

SEO example landing pageSEO example landing page

Banners, Sponsored Links and Banners, Sponsored Links and electronic newsletterselectronic newsletters

• Banners Banners

– Response rates have droppedResponse rates have dropped

– Still effective for certain marketing objectivesStill effective for certain marketing objectives

• Sponsored linksSponsored links

– Helps to achieve more popularity Helps to achieve more popularity

– Makes site a valuable portal to finding related Makes site a valuable portal to finding related resourcesresources

• Electronic newslettersElectronic newsletters

– Great form for word of mouthGreat form for word of mouth

– Ability to forward newsletter to other peopleAbility to forward newsletter to other people

Push Marketing vs. Pull Marketing: Push Marketing vs. Pull Marketing: Using Both Strategies to Promote Your Using Both Strategies to Promote Your SiteSite

• Pull-marketingPull-marketing

– The customer The customer pullspulls your content or product your content or product

– Development of highly visible brandDevelopment of highly visible brand

– Media interviewsMedia interviews

– Conference speakingConference speaking

– Syndication of contentSyndication of content

– Word of mouthWord of mouth

• Push-marketingPush-marketing

– You You pushpush your content or product towards the audience your content or product towards the audience

– WebsitesWebsites

– email marketingemail marketing

– cold callingcold calling

Common pull marketing strategiesCommon pull marketing strategies

• Syndicate Your Content/Skills Syndicate Your Content/Skills

• Develop Relationships with the Media Develop Relationships with the Media

• Create a Blog and Write Relevant Articles Create a Blog and Write Relevant Articles

• Interview Thought Leaders and Niche Experts Interview Thought Leaders and Niche Experts

• Volunteer your Expertise Volunteer your Expertise

• Create an Online Community Create an Online Community

Common push marketing strategiesCommon push marketing strategies

• Paid Advertising Paid Advertising

• Incentive-Based Promotions Incentive-Based Promotions

• Create and Maintain an Email List Create and Maintain an Email List

• Joint Venture with other Businesses/bloggers Joint Venture with other Businesses/bloggers

Writing Content for the WebWriting Content for the Web

Writing for the WebWriting for the Web

• Writing quality vs. quantityWriting quality vs. quantity

– Limit your textLimit your text

– Too many words will frustrate your readerToo many words will frustrate your reader

– Write at least 400 words, but not more than 600-Write at least 400 words, but not more than 600-700700

– Use Headings and SubheadingsUse Headings and Subheadings

– Makes it easier for the reader to scan the Makes it easier for the reader to scan the informationinformation

– Should be in bold printShould be in bold print

Writing for the WebWriting for the Web

• Writing quality vs. quantityWriting quality vs. quantity– Bullets and NumberingBullets and Numbering

– A way to break up contentA way to break up content– Writing shorter paragraphsWriting shorter paragraphs

– No more than five sentences, three is optimumNo more than five sentences, three is optimum– Easier for search engines to pick up your contentEasier for search engines to pick up your content

– Place keyword phrases at the beginning of the Place keyword phrases at the beginning of the paragraph, but always write for understanding not paragraph, but always write for understanding not key word phraseskey word phrases

– Edit for typosEdit for typos

How to write for your landing pageHow to write for your landing page

• Writing Style & ContentWriting Style & Content

– Provide valuable information in bite sized chunksProvide valuable information in bite sized chunks

– Use headers above paragraphsUse headers above paragraphs

– Use bullets when possibleUse bullets when possible

– Always offer an avenue for further informationAlways offer an avenue for further information

Submitting content for the WebSubmitting content for the Web

Landing PagesLanding PagesMicrositesMicrosites

PURLsPURLs

Why landing pages, purl’s and Why landing pages, purl’s and microsites are great for MROImicrosites are great for MROI

•Friendly for respondentsFriendly for respondents

•PersonalizationPersonalization

Landing PagesLanding Pages

• Landing pagesLanding pages– Quick & cheapQuick & cheap– Can be “matched” with Can be “matched” with

advertisementsadvertisements– Can be tested & Can be tested &

optimizedoptimized– Easy to manageEasy to manage

Eloqua Landing Page ExampleEloqua Landing Page Example

PURL - Eloqua ExamplePURL - Eloqua Example

MicrositesMicrosites

• Creates a greater interestCreates a greater interest

• Reduces page abandonmentReduces page abandonment

• Progressively builds a profile on the prospective Progressively builds a profile on the prospective customercustomer

Microsite – Email Campaign Microsite – Email Campaign exampleexample

Microsite – Eloqua Microsite with Microsite – Eloqua Microsite with PURLPURL

How to write URLsHow to write URLs

• Every landing page should have a readable and easy to Every landing page should have a readable and easy to type URLtype URL

– ““Easy to type” means it’s not a string of gobbledygook, Easy to type” means it’s not a string of gobbledygook, and it doesn’t have any words that are commonly and it doesn’t have any words that are commonly misspelled or strings of numbers longer than five misspelled or strings of numbers longer than five characters.characters.

– Avoid dashes, odd characters, and if possible, don’t put Avoid dashes, odd characters, and if possible, don’t put anything after the .comanything after the .com

– Remember not everyone will click on the hotlinks Remember not everyone will click on the hotlinks provided. The recipient may have to cut-and-paste or provided. The recipient may have to cut-and-paste or hand-type in the URLhand-type in the URL

Landing Page DesignLanding Page Design

Six steps of landing page designSix steps of landing page design

1.1.Conversion definitionConversion definition• Define precisely what conversion activity you need to take place from itDefine precisely what conversion activity you need to take place from it

o eCommerce – adding an item to a shopping carteCommerce – adding an item to a shopping carto Lead Generation – filling out a registration form to accept an offer Lead Generation – filling out a registration form to accept an offer o Branding/Education – examining and/or interacting with content on Branding/Education – examining and/or interacting with content on

the site that the landing page is a gateway forthe site that the landing page is a gateway foro Relationship – opting-in to receive communications for the Relationship – opting-in to receive communications for the

brand/publisher on an ongoing basis – through emails, RSS feed, brand/publisher on an ongoing basis – through emails, RSS feed, print newsletter, etc.print newsletter, etc.

o Membership – registering to actively use the site on an ongoing basis Membership – registering to actively use the site on an ongoing basis in exchange for either payment, an implied agreement to view in exchange for either payment, an implied agreement to view advertisement, or to allow one’s activity data to be measuredadvertisement, or to allow one’s activity data to be measured

o Viral outreach – telling personal and professional contacts about the Viral outreach – telling personal and professional contacts about the landing page, perhaps via an email tool, blog links, word-of-mouth, landing page, perhaps via an email tool, blog links, word-of-mouth, etc. etc.

Six steps of landing page designSix steps of landing page design

2.2. Selecting URLs and hostingSelecting URLs and hosting

• Decide where the landing page will resideDecide where the landing page will reside

o Does it have it’s own URL? Will each individual Does it have it’s own URL? Will each individual target have their own URL?target have their own URL?

– Will your agency host the page?Will your agency host the page?

o Great for IT departments that can’t handle Great for IT departments that can’t handle the jobthe job

o Risk ending the relationship with the agency Risk ending the relationship with the agency and losing the pageand losing the page

Six steps of landing page designSix steps of landing page design

3.3. Demographic researchDemographic research

• Create a profile of your perfect converterCreate a profile of your perfect converter

• Don’t construct a page to appeal broadly across a Don’t construct a page to appeal broadly across a wide variety of “typical” userswide variety of “typical” users

• You have 0-8 seconds to convince visitors this is You have 0-8 seconds to convince visitors this is the page for themthe page for them

o At most they will read 15 wordsAt most they will read 15 words

Six steps of landing page designSix steps of landing page design

4.4. Graphic elements, layout and form designGraphic elements, layout and form design

• The actual wireframingThe actual wireframing

• Make a list of all the specific elements that have to Make a list of all the specific elements that have to be included on the pagebe included on the page

o Create a layout showing where each one will sit Create a layout showing where each one will sit & how much space they will take up& how much space they will take up

o Important to doImportant to do before before actually writing the copy, actually writing the copy, due to spacedue to space

• Wireframe should indicate where the fold is & where Wireframe should indicate where the fold is & where the right side print cut-off isthe right side print cut-off is

Six steps of landing page designSix steps of landing page design

5.5. CopywritingCopywriting

• Three stepsThree steps

o Headline – critical for landing pagesHeadline – critical for landing pages

o Your call to action Your call to action on on the hotlinked text-line the hotlinked text-line and/or submit button itselfand/or submit button itself

o Body copy – this is all other copy, including Body copy – this is all other copy, including subheads, bulleted lists, guarantees, subheads, bulleted lists, guarantees, testimonials, etc. testimonials, etc.

Only 20% of your visitors will read much, if Only 20% of your visitors will read much, if any, of this copyany, of this copy

Six steps of landing page designSix steps of landing page design6.6. Testing, measuring and tweakingTesting, measuring and tweaking

• Set up a schedule to examine and react to result metrics. These should match Set up a schedule to examine and react to result metrics. These should match your goals. Examples:your goals. Examples:o eCommerce – Sales as a percent of total visitors, sales by traffic source, eCommerce – Sales as a percent of total visitors, sales by traffic source,

average sale amount, percent of sales from returning customers vs. average sale amount, percent of sales from returning customers vs. newbies, etc.newbies, etc.

o Lead generation – Leads as a percent of total visitors, estimated sales value Lead generation – Leads as a percent of total visitors, estimated sales value per average lead generated by traffic source, length of sales cycle for per average lead generated by traffic source, length of sales cycle for average lead, etc.average lead, etc.

o Branding/education – Percent of total visitors who stay longer than 30 Branding/education – Percent of total visitors who stay longer than 30 seconds, the person over one minute. Average visit times, pageviews and seconds, the person over one minute. Average visit times, pageviews and clickpaths of visitors who stay over one minute. Percent of visitors who clickpaths of visitors who stay over one minute. Percent of visitors who return within seven days.return within seven days.

o Relationship – Opt-ins (or RSS-feed recipients) as a percent of total Relationship – Opt-ins (or RSS-feed recipients) as a percent of total incoming visitors. Percent of return vs. one-time visitors. Length of lifetime incoming visitors. Percent of return vs. one-time visitors. Length of lifetime relationship.relationship.

o Membership – Length of active member account lifetime (churn rate), new Membership – Length of active member account lifetime (churn rate), new members as a percent of total visitors, returning former members as a members as a percent of total visitors, returning former members as a percent of total visitors. If offering a free trial, the percent of paid conversion percent of total visitors. If offering a free trial, the percent of paid conversion & lifetime value of the trial based on landing page and traffic source, etc. & lifetime value of the trial based on landing page and traffic source, etc.

o Viral Outreach – Emails per visitor generated by the email tool, percent of Viral Outreach – Emails per visitor generated by the email tool, percent of the outgoing emails resulting in friends visiting, viral growth curve, number of the outgoing emails resulting in friends visiting, viral growth curve, number of link-backs from Blogs, etc.link-backs from Blogs, etc.

Creating your landing pageCreating your landing page

• Keep it simpleKeep it simple

– ““Click Here” vs. clickable boxesClick Here” vs. clickable boxes

– Avoid giving “bad brand”Avoid giving “bad brand”

– Show you care about the impression you conveyShow you care about the impression you convey

– Show you take pride in your organizationShow you take pride in your organization

– Create separate pages, if need beCreate separate pages, if need be

– Sagging Page SyndromeSagging Page Syndrome

– Aka “the kitchen sink”Aka “the kitchen sink”

– Puts a burden on the respondent to sift through Puts a burden on the respondent to sift through contentcontent

Landing page that matches campaign Landing page that matches campaign creativecreative

Targeted email campaign Landing page for email campaign

7 Big Mistakes in Landing page 7 Big Mistakes in Landing page DesignDesign

1.1. Hard-to-read typeHard-to-read type

2.2. Navigation bar from your regular Web siteNavigation bar from your regular Web site

3.3. Click here to start the conversion processClick here to start the conversion process

4.4. Scary formsScary forms

5.5. Copy and graphics unrelated to the offerCopy and graphics unrelated to the offer

6.6. Landing pages that don’t match campaign creativeLanding pages that don’t match campaign creative

7.7. Content doesn’t visually or verbally reflect with the Content doesn’t visually or verbally reflect with the content & images from a banner/email that drove them content & images from a banner/email that drove them therethere

Example: Landing page with form – Example: Landing page with form – Original LayoutOriginal Layout

Problem with layoutProblem with layout• Button does not stand outButton does not stand out• Header is too big – this is Header is too big – this is

considered wasted real considered wasted real estate – the page scrolls estate – the page scrolls and button below foldand button below fold

• Lack of focal point to force Lack of focal point to force the user focus on formthe user focus on form

• Showing the price before Showing the price before the user understands what the user understands what the company is aboutthe company is about

• Navigation links are exitsNavigation links are exits• Header areaHeader area

Example: Landing page with form – Example: Landing page with form – New LayoutNew Layout

Solutions SummarySolutions Summary

• Button is clearly defined and easy to Button is clearly defined and easy to read. Button is defined as the focal read. Button is defined as the focal point.point.

• Header is reduced and navigational Header is reduced and navigational links are eliminated.links are eliminated.

• The page barely scrolls and all The page barely scrolls and all important elements are above the important elements are above the fold.fold.

• User is not forced to read but skim User is not forced to read but skim bullets of the copy or choose to take bullets of the copy or choose to take a tour if they want more info.a tour if they want more info.

• Addition of the 100% Secure to Addition of the 100% Secure to make users feel more confident to make users feel more confident to sign up.sign up.

Landing page examples - PoorLanding page examples - Poor

• Page is cluttered Page is cluttered

• UnfocusedUnfocused

• No clear call to No clear call to actionaction

• Lots of links Lots of links

• Leaves the Leaves the customer customer confused as what confused as what to do nextto do next

Landing page examples - GoodLanding page examples - Good

• Very focusedVery focused

• Shows the current Shows the current rate in large rate in large numbersnumbers

• A big red “get A big red “get started” buttonstarted” button

• A quick testimonial A quick testimonial quotequote

How landing page design plays into How landing page design plays into the marketing automation processthe marketing automation process

Why a sales funnel?Why a sales funnel?

• Isolate the user experienceIsolate the user experience

• Focus on creating customer connectionsFocus on creating customer connections

– Lead generation & follow-onsLead generation & follow-ons

• Set Up for A/B TestingSet Up for A/B Testing

• Higher ROI than homepageHigher ROI than homepage

• Flexible to handle newsletter sign ups, up-sells and opt-in Flexible to handle newsletter sign ups, up-sells and opt-in partnershipspartnerships

Engaging on the InternetEngaging on the Internet

Use visuals

Offer something for free

Provide testimonials