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Think Outside the Landing Page Box by Scott Brinker @chiefmartec B2B Edition
81

Think Outside The Landing Page Box

Sep 15, 2014

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Business

The moment of click-through is the quintessential first impression in modern marketing. But too often that impression is….disappointment, annoyance or boredom. So how do you delight your prospects in that critical moment of truth? Scott discusses three key ways break out of the landing page box and delight post-click.

fancy design

landing pages

modern marketing

brick wall

flow aims

natural momentum

design

moment

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Transcript
Page 1: Think Outside The Landing Page Box

ThinkOutside the Landing Page Box

by Scott Brinker @chiefmartec

B2B Edition

Page 2: Think Outside The Landing Page Box

Real marketers love TOFU.

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Real marketers love TOFU.

You never get a second chance to make a first impression.

Page 4: Think Outside The Landing Page Box

Real marketers love TOFU.

You never get a second chance to make a first impression.

This is as true for B2B marketing as it is for, well, everything.

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The moment of click-through — is the quintessential first impression in modern marketing.

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But too often that impression is….

The moment of click-through — is the quintessential first impression in modern marketing.

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Disappointment.

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Annoyance.

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Boredom.

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This is the typical landing page box.

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And there are thousands ofcookie-cutter pages just like it.

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What do we want our prospects to feel at this crucial moment of truth?

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Delight.

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How can we break out of the box to deliver delight?

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DESIGN

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DESIGN FLOW

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DESIGN FLOW EXPERIMENT

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Design matters. Even in B2B.

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In web design, you have 1/20th of a second to make a good first impression.§

§ Research from Lindgaard, Fernandes, Dudek, and Brown.

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A “halo effect” from a great first impression carries over to evaluation of other product attributes.

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vs.

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vs.

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This is not a cookie-cutter landing page.

≠

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Most landing pages are a“take it or leave it” brick wall.

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Most landing pages are a“take it or leave it” brick wall.

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Most landing pages are a“take it or leave it” brick wall.

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Flow aims for more natural momentum.

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Flow aims for more natural momentum.

Think of what a good salesperson would do.

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Not a landing page…

…but rather alanding experience.

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FLOW • More natural dialog• Less pushy• Customer focused (vs.

marketer focused)• Help respondents reach

most relevant info• Effortless segmentation• Optimize segments

independently

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Conversion increases for Iron Mountain of over 255% with these experiences.

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vs.

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vs.

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B2B ≠ Boring to Boring

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But will your fancy design work on all devices?!

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But will your fancy design work on all devices?!

Yes.

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Responsive Design ≠ Boring Design

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Experimentation > Optimization

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Source: Marketing Leadership Council of Corporate Executive Board 2012

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Fortune favors the bold.

Bring passion and imagination to your TOFU.

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DESIGN

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DESIGN FLOW

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DESIGN FLOW EXPERIMENT

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Thank you.

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Thank you.Scott Brinker

Twitter: @chiefmartec

http://ioninteractive.com


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