8 Lead Generation Landing Page Tips

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How to fill your funnel with high quality leads 8 Lead Generation Landing Page Tips

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Eight tips for creating and testing lead generation landing pages. Learn how to fill your funnel with more high quality leads.

Transcript of 8 Lead Generation Landing Page Tips

  • 1.How to fill your funnel with high quality leads 8 Lead Generation Landing Page Tips

2. i-on interactive, inc. All rights reserved www.ioninteractive.com 1. Start with Great Content 2. Give Good Message Match 3. Optimize Your Form 4. Think Beyond the Landing Page 5. Try Pre-conversion Segmentation 6. Keep it Simple 7. Test, Test, Test! 8. Stay Disposable 8 Lead Generation Landing Page Tips 8 3. i-on interactive, inc. All rights reserved www.ioninteractive.com The way you engage with your visitors directly impacts how they engage with you. 4. i-on interactive, inc. All rights reserved www.ioninteractive.com Post-click optimization is where you convert your traffic into leads. Click Drive traffic SEO, PPC, display, email, social, mobile, affiliates. Post-Click Optimize for higher conversion, lower cost per acquisition. Post-Conversion Nurture leads through sale and re-market for repeat sales. 1 2 3 5. i-on interactive, inc. All rights reserved www.ioninteractive.com 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 acquisition More efficient media 6. i-on interactive, inc. All rights reserved www.ioninteractive.com Competes research shows that companies who focused on post-click optimization outperformed their competition by.... 5-30x 7. What can a company do when they focus on these 8 post-click optimization tactics? i-on interactive, inc. All rights reserved www.ioninteractive.com 3000% increased lead volume 8. i-on interactive, inc. All rights reserved www.ioninteractive.com July 2011 Dec 2012 Resulting in a. 350% increase in digitally-driven revenue 9. i-on interactive, inc. All rights reserved www.ioninteractive.com Heres how you can too.... 10. i-on interactive, inc. All rights reserved www.ioninteractive.com #1 Start With Great Content 11. White papers, webinars, infographics & more! i-on interactive, inc. All rights reserved www.ioninteractive.com What Makes Content Great? Relevant Engaging Useful Human Valuable Timely Different 12. i-on interactive, inc. All rights reserved www.ioninteractive.com #2 Give Good Message Match 13. i-on interactive, inc. All rights reserved www.ioninteractive.com Your ad & landing page should be a reflection of each other. 14. i-on interactive, inc. All rights reserved www.ioninteractive.com Irrelevant pages=low conversion 15. i-on interactive, inc. All rights reserved www.ioninteractive.com 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 16. i-on interactive, inc. All rights reserved www.ioninteractive.com When the ad and the landing experience match, its a good thing! Delivers on promise Visual continuity Highly specific Handshake 17. i-on interactive, inc. All rights reserved www.ioninteractive.com #3 Optimize Your Forms 18. i-on interactive, inc. All rights reserved www.ioninteractive.com Are you drowning your visitors in forms? 19. i-on interactive, inc. All rights reserved www.ioninteractive.com Feels like work Form is too long Long drop down is overwhelming 20. Internally-focused forms feel like work i-on interactive, inc. All rights reserved www.ioninteractive.com Questions are obviously designed for the company to obtain additional information LOTS of required fields is high barrier to form completion 21. User-focused feel easy to complete i-on interactive, inc. All rights reserved www.ioninteractive.com Content customized based on responses Multi-step form guides user through quote process, providing relevant content along the way 22. i-on interactive, inc. All rights reserved www.ioninteractive.com Form length impacts potential for conversion... Small form, low barrier, more conversions Large form, high barrier to entry, fewer conversions 23. i-on interactive, inc. All rights reserved www.ioninteractive.com Balance quantity of form fields & quality of form data There is no right answer about form length. Its a delicate balance between conversion quality and conversion quantity. The only way to find your right balance is through testing. 24. i-on interactive, inc. All rights reserved www.ioninteractive.com 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 25. i-on interactive, inc. All rights reserved www.ioninteractive.com #4 Think Beyond the Landing Page 26. i-on interactive, inc. All rights reserved www.ioninteractive.com What lead gen landing pages typically look like.... 27. i-on interactive, inc. All rights reserved www.ioninteractive.com Headline, sub-headline, form, button... the average landing page can be so boring. 28. i-on interactive, inc. All rights reserved www.ioninteractive.com 29. i-on interactive, inc. All rights reserved www.ioninteractive.com Seductive design Highly relevant Highly valuable Deeply engaging Lead gen landing pages don't have to be boring! 30. i-on interactive, inc. All rights reserved www.ioninteractive.com Hyper-targeted Highly focused Contextually relevant Lead gen landing pages don't need to be "one size fits all"! 31. i-on interactive, inc. All rights reserved www.ioninteractive.com #5 Try Pre-conversion Segmentation 32. i-on interactive, inc. All rights reserved www.ioninteractive.com 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. 33. i-on interactive, inc. All rights reserved www.ioninteractive.com 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 34. i-on interactive, inc. All rights reserved www.ioninteractive.com 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) 35. i-on interactive, inc. All rights reserved www.ioninteractive.com #6 Keep it Simple 36. i-on interactive, inc. All rights reserved www.ioninteractive.com Adding content to a landing page can become a slippery slope. What starts as a simple page 37. i-on interactive, inc. All rights reserved www.ioninteractive.com ...then all of the sudden includes 4 paragraphs of copy, bullets, a long form, social links, a product shot...and the list goes on. 38. i-on interactive, inc. All rights reserved www.ioninteractive.com Its the kitchen sink syndrome. 39. i-on interactive, inc. All rights reserved www.ioninteractive.com Focus It takes a lot of editing and willpower, but limit your landing page content to the essentials. 40. i-on interactive, inc. All rights reserved www.ioninteractive.com The Kitchen Sink 41. i-on interactive, inc. All rights reserved www.ioninteractive.com Many calls-to-action, distracting navigation, lots of friction. 42. i-on interactive, inc. All rights reserved www.ioninteractive.com Dont burden your visitors Cluttered pages make your visitors work to find what theyre interested in. 43. i-on interactive, inc. All rights reserved www.ioninteractive.com A focused page... ...tells the user what we want them to do and why. 44. i-on interactive, inc. All rights reserved www.ioninteractive.com Lots of great content to share? Break it into digestible chunks across multiple pages 45. i-on interactive, inc. All rights reserved www.ioninteractive.com #7 Test, test and test 46. i-on interactive, inc. All rights reserved www.ioninteractive.com Everything and anything can affect your landing pages conversion rate Trivial Contextual Tactical Strategic Copy Colors Images Message match Competition Seasonal Offer Flow Format Design Segmentation Branding Messaging 47. i-on interactive, inc. All rights reserved www.ioninteractive.com The fastest way to more leads? Testing! 48. i-on interactive, inc. All rights reserved www.ioninteractive.com 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 49. i-on interactive, inc. All rights reserved www.ioninteractive.com Testing an "instant quote" upsell increased lead conversion rate over 110% 50. i-on interactive, inc. All rights reserved www.ioninteractive.com A dedicated landing page increased leads 320% over a deep link within Dell.com 51. i-on interactive, inc. All rights reserved www.ioninteractive.com Testing a microsite against the Long Term Care product page within Genworth.com, increased leads over 700% 52. i-on interactive, inc. All rights reserved www.ioninteractive.com Radical innovation test waves results in 264% lift for Marian University! 53. i-on interactive, inc. All rights reserved www.ioninteractive.com #8 Stay Disposable 54. i-on interactive, inc. All rights reserved www.ioninteractive.com Your websiteExpensive High investmentTime intensive Inexible 55. i-on interactive, inc. All rights reserved www.ioninteractive.com Your landing pages Inexpensive Disposable Agile Low investment Easy to trash 56. i-on interactive, inc. All rights reserved www.ioninteractive.com 1. Start with Great Content 2. Give Good Message Match 3. Optimize Your Form 4. Think Beyond the Landing Page 5. Try Pre-conversion Segmentation 6. Keep it Simple 7. Test, Test, Test! 8. Stay Disposable 8 Lead Generation Landing Page Tips 8 57. i-on interactive, inc. All rights reserved www.ioninteractive.com We help brands create high performance lead generation landing pages. 90% of our customers report positive ROI. Find out more: http://www.ioninteractive.com 58. i-on interactive, inc. All rights reserved www.ioninteractive.com Thank you! @ioninteractive [email protected]