how to create the best landing pages ever!

Bob CanawayVice President Marketing

PR

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Melinda CormierDemand Generation Manager

Topics

• Overview of the Landing Page• 6 Steps to Optimize Landing Pages• Don’t Forget About the ‘Thank You’• Ways to Improve Performance

Why Do We Create Landing Pages?

• Conversions• Focus of Message• Measurable• Improvable • Compartmentalizable

Landing Pages

• Only 22% of businesses are satisfied with their landing pages (Econsultancy)

• 48% of marketers build a new landing page for each marketing campaign. (MarketingSherpa)

• 68% of B2B businesses use landing pages to garner a new sales lead for future conversion. (MarketingSherpa)

• Mobile optimized landing pages convert 300% higher over phones than non mobile optimized (Ektron)

Landing Pages

6 Steps for Optimized Landing Pages

Your BrandWe 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)

ONE

Your ContentContent 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 Responsive Design

TWO

6 Steps for Optimized Landing Pages

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

1. Reduce Page Navigation• Eliminate distractions – Make it easy for your visitors to

understand what you want them to do

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

THREE

6 Steps for Optimized Landing Pages

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

1. Map Form Fields to Other Systems

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

3. Include a Meta Description

4. Create Custom Page URL’s – Be Descriptive

5. Always Spell Check

6 Steps for Optimized Landing Pages

FOUR

The Thank You PageOnce 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

FIVE

6 Steps for Optimized Landing Pages

6 Steps for Optimized Landing Pages

SIX

Optimize, Analyze, & OrganizeIt’s all about getting results.

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

etc.)• To Test Related Secondary Offers

2. Maintain Consistent Internal Naming Standards

3. Respect Your Visitors – Provide a Privacy Policy Link

Northern Trail, Ultimate Guide to Camping and Other Outdoor Activities

Ektron Application Framework

CRM

MARKETING AUTOMATION

SOCIAL

CONTENT MANAGEMENT

MARKETING OPTIMIZATION

E D I T I N G A N D W O R K F LO W

E S Y N CC LO U D

M A N AG E RM O B I L E V I S U A L PA G E

L AYO U T

S I T E C R E AT I O N A N D M G M T S I T E S E A RC H

C O N TE N T TA RG E T I N G

SE O M V TE ST I N GECOMMERCE

B L O G S & C O M M U N I T I E S

S O C I A L P U B L I S H I N G

P E RSON A M G M T

WEB ANALYTICS

SHAREPOINT

VIDEO

DIGITAL EXPERIENCE MANAGEMENT PLATFORM

Cont

ext B

us

Improved connections

Increased engagement

Enhanced acquisition

and retention

We Optimize Digital Strategies

Bob CanawayVice President Marketing at Ektron@bobcanawaybob.canaway@ektron.com

Melinda CormierDemand Generation Manager at Ektron@melindacormiermelinda.cormier@ektron.com

Questions?

www.ektron.com