8 Lead Generation Landing Page Tips

How to fill your funnel with high quality leads

1. Start with Great Content2. Give Good Message Match3. Optimize Your Form4. Think Beyond the Landing Page5. Try Pre-conversion Segmentation6. Keep it Simple7. Test, Test, Test!8. Stay Disposable

The way you engage with your visitors directly impacts how they engage with you.

Post-click optimization is where you convert your traffic into leads.

ClickDrive traffic—SEO, PPC,

display, email, social, mobile,

affiliates.

Post-ClickOptimize for

higher conversion, lower

cost per acquisition.

Post-ConversionNurture leads

through sale and re-market for repeat sales.

“Optimizing the post-click experience is the fastest way to boost ROI...”

Miro Kazakoff, Compete Research

Post-Click Optimization leads to:Higher conversions

Lower cost per acquisitionMore efficient media

Compete’s research shows that companies who focused on post-click optimization

outperformed their competition by....

What can a company do when they focus on these 8 post-click optimization tactics?

3000%increased lead volume

July 2011 Dec 2012

Resulting in a….

350% increase in digitally-driven revenue

Here’s how you can too....

#1 Start With Great Content

White papers, webinars, infographics & more!

What Makes Content Great?

• Relevant• Engaging• Useful• Human• Valuable• Timely• Different

#2 Give Good Message Match

Your ad & landing page should be a reflection of each other.

Irrelevant pages=low conversion

Mismatch increases the odds that the user will land and then quickly leave.

• Doesn't fulfill on promise

• Too much content, too little focus

• No repetition of words/language from ad

When the ad and the landing experience match, it’s a good thing!

• Delivers on promise

• Visual continuity• Highly specific• Handshake

#3 Optimize Your Forms

Are you drowning your visitors in forms?

• Feels like “work”• Form is too long• Long drop down is

overwhelming

Internally-focused forms feel like work

Questions are obviously designed for the company to obtain additional information

LOTS of required fields is high barrier to form completion

User-focused feel easy to complete

Content customized based on responses

Multi-step form guides user through quote process, providing relevant content along the way

Form length impacts potential for conversion...

Small form, low barrier, more conversions

Large form, high barrier to entry, fewer conversions

Balance quantity of form fields & quality of form data

There is no right answer about form length. It’s a delicate balance between conversion quality and conversion quantity. The only way to find your right balance is through testing.

1. What is the purpose of the form?

2. How important is lead quality?

3. Is every field on your form helping you sell more?

4. Is there another way to get the information?

5. Is the value of what you are giving commiserate with the data you are collecting?

Form Questions to Consider

#4 Think Beyond the Landing Page

What lead gen landing pages typically look like....

Headline, sub-headline, form, button... the average landing page can be so boring.

• Seductive design• Highly relevant• Highly valuable• Deeply engaging

Lead gen landing pages don't have to be boring!

• Hyper-targeted• Highly focused• Contextually relevant

Lead gen landing pages don't need to be "one size fits all"!

#5 Try Pre-conversion Segmentation

All respondents are not the same

Traditionally when we think of segmentation we think of asking some questions on a form.

What industry?What role?What need?

It's very clear to the user that this is in your best interest, not theirs.

Segmenting your audience on your initial landing page is an easier way to gather the same information without creating form hurdles.

Do I need closet

organization?

Or room organization?

Need based segmentation

1. Make choices easy for the visitor

2. Make choices obviously clickable

3. Make every subsequent page relevant to what they clicked

4. Make the most of the data you collect, pushing it into your CRM or marketing automation

Segmentation should help (both you and your visitors)

#6 Keep it Simple

Adding content to a landing page can become a slippery slope. What starts as a simple page…

...then all of the sudden includes 4 paragraphs of copy, bullets, a long form, social links, a product shot...and the list goes on.

It’s the kitchen sink syndrome.

It takes a lot of editing and willpower, but limit your landing page content to the essentials.

The Kitchen Sink

Many calls-to-action, distracting navigation, lots of friction.

Don’t burden your visitorsCluttered pages make your visitors work to find what they’re interested in.

A focused page...

...tells the user what we want them to do and why.

Lots of great content to share?

Break it into digestible chunks across multiple pages

#7 Test, test and test

Everything and anything can affect your landing page’s conversion rate

Trivial Contextual Tactical Strategic

✓Copy✓Colors✓Images

✓Message match✓Competition✓Seasonal

✓Offer✓Flow✓Format✓Design

✓Segmentation✓Branding✓Messaging

The fastest way to more leads?

Testing!

A/B Testing Multivariate Testing• Requires more traffic

• Can test more combinations

• Variations of fixed elements

• Need independent elements

• Usually limited to a page

• Requires less traffic

• Tests fewer variations

• Apples-and-oranges tests

• Dependent elements okay

• Can test multi-page paths

The differences between A/B & MVT

Testing an "instant quote" upsell increased lead conversion rate over 110%

A dedicated landing page increased leads 320% over a deep link within Dell.com

Testing a microsite against the Long Term Care product page within Genworth.com, increased leads over 700%

Radical innovation test wavesresults in

264% lift for Marian

University!

#8 Stay Disposable

Your websiteExpensive

High investmentTime intensive

Inflexible

Your landing pages

Inexpensive

Disposable

Low investment

Easy to trash

1. Start with Great Content2. Give Good Message Match3. Optimize Your Form4. Think Beyond the Landing Page5. Try Pre-conversion Segmentation6. Keep it Simple7. Test, Test, Test!8. Stay Disposable

We help brands create high performance lead generation landing pages.

90% of our customers report positive ROI.

Find out more:http://www.ioninteractive.com

Thank you!@ioninteractiveinfo@ioninteractive.com

8 Lead Generation Landing Page Tips

Business

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