Marketing Deep Dive:
Landing Pages
Presented By:
Robin Robins
www.TechnologyMarketingToolkit.com
What Is A Landing Page?
A Landing Page Is A Web Page Used As Part Of
A Marketing Campaign Designed To Convert A
Visitor (Prospect) Into A Lead. It Is NOT:
The home page of your web site
Your entire web site
Any page on your web site a visitor may “land”
What Is A Landing Page?
Landing Pages Are Always Used In Conjunction
With Some Other “Driver” Promotion Such As:
An e-mail broadcast
PPC ads on Google, Facebook, LinkedIn, etc.
Direct mail
Banner ads
LinkedIn prospecting
Radio or TV ads
Newspaper or trade journal ads
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How To Measure “Success”
Of Your Landing Page:
Success is usually measured by a percentage of visitors who opt-in or
register, also known as conversion rate.
Conversion is calculated by dividing the number of leads (opt-ins or phone
calls) by the number of unique visitors (traffic).
Example: 300 visitors, 3 leads = 1% conversion rate
Your landing page can convert anywhere from 2% to as high as 60%+
depending on the list, your offer, the length of the form and the copy.
Landing pages to cold prospects will often convert in the 2-5% range; but
it’s foolish to judge success PURELY on conversion percentages!
4 Keys To A Successful Landing Page
Quality traffic
The offer
The copy
Design and layout
Example Of A Good
Landing Page
Headline: The headline
should be in a large font
and centered. “Free” is still
one of the most persuasive
words in any lead
generation campaign.
Picture: Including a picture
of the free offer will
increase conversion. If
you’re offering a consult,
you can still put an image
of a “report” on the page.
Opt-In Form: It’s critical that the
form is above the fold. The fields
you require the visitor to complete
will depend on the offer you are
making, the type of traffic you’re
sending to the page, whether or
not you have someone who can
research that prospect and follow
up (or not), etc. Keep in mind that
the more fields you require, the
lower your conversion will be.
Key Points About Opt-In Forms
Make sure the form is above the fold; if the visitor
has to scroll down to find it, your conversion will be
GREATLY suppressed.
Do NOT use a button that THEN directs the visitor
to an opt-in form. Again, conversion will be greatly
suppressed (see example on the next slide).
Which Performed Better?
Winner-Winner, Chicken Dinner!
Make Sure You SELL The
Free Offer! Do NOT
assume that simply giving
something for free will
cause someone to opt-in.
You MUST SELL the free
offer as though you were
charging money for it!!!!
Phone Number: I prefer
including a phone number on
landing pages. Some people will
call you; plus, there’s a level of
comfort for the visitor to know
there’s a REAL company behind
the offer and site. Just make
sure you using a TRACKING
phone number to accurately
measure conversion.
Testimonials: My personal
testing has shown that NOT
having quality testimonials will
suppress conversion. However,
make sure the testimonials
match the offer and traffic, and
follow my guidelines for a good
testimonial.
Remember!
If you’re a Producers
Club Member or if
you subscribe to the
“Done-For-You” web
site and newsletter
service, we give you
landing pages along
with promotions.
Landing Page Checklist: Traffic
Is the traffic highly relevant? For example, clients
you’ve e-mailed SHOULD be far more qualified and
likely to convert than visitors coming to your page
from PPC advertising.
Does the ad (or e-mail, banner, direct mail campaign,
etc.) adequately describe the offer and who it’s for?
Landing Page
Checklist: Traffic
Landing Page Checklist: Offer
Is the offer compelling to your target prospect?
Is the offer pictured or demonstrated?
Has the offer been SOLD sufficiently?
Is the form above the fold and easy to fill in?
NOTE: I suggest eliminating “challenge” questions designed to cut
down on spam; they will crush your conversion.
Landing Page
Checklist: Offer
If you’re good on
camera, a well-done
video can lift conversion.
Landing Page Checklist: Copy
Is the headline compelling?
Does the copy build curiosity and desire for the offer
to the point of getting a prospect to opt-in?
Are there non-anonymous testimonials from clients
SIMILAR to the prospect we are trying to attract?
Landing Page Checklist: Layout
Make sure the form is above the fold.
DON’T put graphics behind copy.
Use DARK fonts on a white background.
DON’T put multiple offers on the same page.
TEST true “squeeze” pages vs. subpages, but ALL
landing pages should have a single focus.
And Ultimately...
TEST
EVERYTHING!
Don’t Forget We’ll Do This For You!
www.technologymarketingtoolkit.com/doneforyou
Our Done-For-You
Web Site Includes
DOZENS Of Landing
Pages And Promotions