ektron synergy 2014 - how to create the best landing pages ever!

Presented By:Melinda CormierDemand Generation Manager, Ektron

About the Presenter

Melinda CormierDemand Generation Manager, Ektron

What do I do? Campaign Creation & Management Content Syndication Programs Webinar Planning & Promotion Seminars, Road Shows & Trade Shows

Agenda

• Overview of Landing Pages & Conversion Paths

• Ektron’s 6 Steps for Optimized Landing Pages Best Practices Tips & Tricks for Improving Performance Results

Why create landing pages?

To Convert Unknown Visitors to Known Visitors

Are you happy with your landing pages?

Only 22% of businesses are satisfied with their landing pages(Econsultancy)NO

The 6 STEPS for Optimized Landing Pages

Your BrandMessaging & Branding1

Your ContentThe Foundation

2

The DesignUser Experience

3

Behind the ScenesBusiness Systems & SEO4

The Thank You PageIncrease Engagement

5

Analyze, Optimize, & OrganizeGet Results

6

Step 1: YOUR BRAND

We all want consistent messaging and branding on our web pages, which includes our landing pages.

1. Your Logo• Position, Scale, Version, etc.

2. The Theme• Consistent Styling (CSS)

Step 1

Step 1: YOUR BRAND

Step 2: YOUR CONTENT

Content is the foundation for visitor engagement and the cornerstone of your landing pages.

1. Main Title: Content Title & Type

2. Sub Header: What are the Benefits of Downloading the Content?

3. Body Copy: Be Descriptive and Use Bullets

4. No Scrolling: Above the Fold and Use Responsive Design

Step 2

Step 2: YOUR CONTENT

Main Title (H1)

Sub Header (H2)

Body Copy• Describe the offer• Form left or right (test it)

No Horizontal Scrolling!

Step 3: THE DESIGN

Ease of use is imperative when it comes to the landing page user experience.

1. Reduce Page Navigation• Eliminate distractions

2. Create Forms with Minimal Fields• Include only the “must haves”

Step 3

Step 3: THE DESIGN

No NavigationKeep your visitor on the page

Minimum Form FieldsDoes your form make sense?

Step 4: BEHIND THE SCENES

Know the inner workings of your URL aliasing, meta tag descriptions, and workflow preferences before publishing your landing page.

1. Use Alt Text on Images & Title Tags on URL’s

2. Include a Meta Description

3. Create Custom Page URLs – Be Descriptive

4. Always Spell Check

5. Map Form Fields to Other Systems

Step 4

Step 4: BEHIND THE SCENES – SEO

Alt Tags on ImagesMake your images search friendly<img alt=“Ektron CMP Datasheet CTA">

Vanity URL – Be Descriptivecmp.ektron.com/lp/CMP-Datasheet

Meta DescriptionThis is the text that appears in the search results page

Step 4: BEHIND THE SCENES – Form Fields

What do we know?• Persona• Product Interest• Location

Now What?• Begin lead qualification• Start nurturing• Personalize her web experience

Step 5: THE THANK YOU PAGE

Once the lead hits the “SUBMIT” button – redirect them to a customized thank you page.

1. No In-Line Messages

2. Be Consistent (Styling, Images, CTA’s, Descriptions, Etc.)

3. Open the Content in a New Window

4. Add “Do Not Follow” Code

5. Include Secondary Offers

Step 5

Step 5: THE THANK YOU PAGE

Relevant Secondary Offer

Step 6: OPTIMIZE, ANALYZE, & ORGANIZE

It’s all about getting results.

1. A/B Testing• Improve Conversion Rates (Form Right vs Left, Button Color,

etc.)• Test Secondary Offers

2. Maintain Consistent Internal Naming Standards

3. Respect Your Visitors• Provide a Privacy Policy Link

Step 6

Step 6: OPTIMIZE – A/B Testing

Form Rightvs

Form LeftTest A Test B

Step 6: OPTIMIZE – A/B Testing

Demovs

Webinar After you’ve read the CMP data sheet, be sure to register for the upcoming Content Marketing Platform Webinar.

Join Bob Canaway, VP of Marketing at Ektron to learn more about the Ektron CMP.

Learn how to:• Enhance acquisition of customers with easy to use tools that get results• Drive leads with landing pages, CTAs, and content pages to boost your

inbound marketing strategy• Increase engagement and gain insight with targeted, relevant content and

contextual analytics

Register for the CMP Webinar today!

Test A Test B

Step 6: ANALYZE

CMP Data Sheet Landing Page

Form LeftForm Right

Conversions

What’s your CONVERSION RATE?

Data from 1/1/14 – 4/22/14

The Average Landing Page Conversion Rate is 5-15%(HubSpot)

Landing Pages

PageViews

Form Submissions

37 24,187 5,680

Ektron’s Landing Pages

24%

Conversion Rate

Questions?

Melinda CormierDemand Generation Manager, Ektron

@MelindaCormier

melinda.cormier@ektron.com ?