boost your results with innovative landing pages

Boost your results withinnovative landing pages

A brief history of the landing page

The problem with landing pages

New ways to innovate on your landing pages

Examples and case studies

what’s inside

A brief history of the landing page

In the Beginning…

Web visitors went to websites to learn or to read or to explore. Landing pages worked to get lots of hits and eyeballs to a site.

How can we get more visitors to take action on our site?

Smart Marketers Woke Up…

VS 99%1%

Enter the Landing Page

• Pay-per-click• Display and affiliate

traffic• Landing page

optimization for organic traffic

Landing pages work particularly well for:

Purpose of a Landing Page

LAND TAKE ACTION CONVERT

“Landing pages are not wandering generalities. They are specific, measurable offers. You can tell if they’re working or not. You can improve the metrics and make them work better. Landing pages are the new direct marketing, and everyone...is a direct marketer.”

- Seth Godin

Seth said…

Seth said a landing page can cause one of five actions:

Get a visitor to click (to go to another page, on your site or someone else’s).

Get a visitor to give permission for you to follow up (by email, phone, etc.). This includes registration of course.

Get a visitor to buy.

Get a visitor to tell a friend.

Get a visitor to learn something, which could even include posting a comment or giving you some sort of feedback.

5 Actions

2 Categories of Landing Pages

• Landing pages for paid or campaign traffic

• Organic search landing pages

Example - PPC

Example - Organic

A Marketers Best Friend

Landing pages work amazingly well at converting all types of traffic to leads and sales.

Until they stop working

Conversion Rate

Bounce Rate

A marketers story

A marketers story

A

B

A marketers story

A marketers story

Conversion Rate

Bounce Rate

The problem with most landing pages

Diminishing ReturnsHeadline

Subhead CTA

Bullets

Video

Form

Hero Imagery

1. The chasm from click to conversion

The chasm between landing and conversion is too great to expect a user to land and convert instantly.

2. User Expectations

MOBILITY UTILITY CONTENT OVERLOAD

3. UndifferentiatedOnce you have seen one landing page haven’t you seen them all?

Forrester Research identifies 3 types of customer perceptions that a digital experience mustalign with:1. ENJOYABLE How enjoyable were they to do business with?

2. EASY How easy were they to do business with?

3. USEFULHow effective were they at meeting your needs?

A Landing Page Should be

RELEVANT FOCUSED DIRECTIONALSpecific to the ad or message the

visitor clicked on.

Without extraneous content, navigation and

calls to action, singularly focused on a

single offer or topic

Indicating, both visually with content and calls to action,

what action the visitor should take

• Chasm from click to conversion

• Undifferentiated

• Not aligned with modern user expectations

Problems with the Typical Landing Page

New ways to innovate on your landing pages

Wide variety of formats

Educational

Differentiated

Modern

Interactive Landing Pages

Where and howyou use forms

Example - PPC

Lead Gen GatesD&B allows some chapters to be accessible by visitors while others utilize a gate to access content.

Lead Gen GatesSome results page that shows some results, but also has a call to action to get the complete results.

Lead Gen GatesGating the results.

“Upsell” You can provide optional content, behind a form, for related topics.

Result Pages

OptionalThe anti-gate — an optional call to action to complete a form.

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First name

Last name

Email

Phone

Gated vs Ungated Test

The ungated version drove 33% more leads! Yes, that’s 33% MORE leads by allowing visitors to freely access

the content and optionally register for the PDF.

No more content behind forms!

But still capturing leads!

microinteractions

What is a microinteraction?Think of a micro interaction as the tiny ways you’ve become accustomed to as a user of apps and modern websites.

In 2015, we saw an increase in Swiping and clicking, Control over seen/unseen content, Personalization (e.g., location tools), Microinteractions, Scroll-based navigation, Video and animation, Transitions and loop functions. This shift places more emphasis on microinteractions, the minutiae of interactivity: a ding sound when you send an email, or an animation to draw attention to a new notification. Interaction design will only get more intricate as technology allows, making this a trend that’s sure to stick around for a while.”~ The Next Web

“

Hover Factoid

75% of sales want data on barriers to buying

But only 14% are currently getting the data

Hover factoid

Hover Reveal

50 %Interactive elements like this can boost

engagement more than 50%.

Microinteractions

Use Variety of Experiences

Interactive Content:Browser-based digital content

experiences designed for visitor participation

Interactive content typically includes a feedback loop in which the outcome of the experience is directly impacted

by the interaction of the visitor.

Interactive Content Experiences:

• Quizzes• Calculators• Assessments• Interactive Infographics• eBooks• Interactive White

Papers• Contests• Solution Finders

Marketers are already using interactive content for lead gen

Interactive Content for Lead Generation & Conversion

53% of content marketers use interactive content.And a primary goal is lead generation/conversion. 53%

Note: Multiple Responses permitted.

Educating the audience ……………………….………… 75%Engagement ……………………………………………….. 59%

Lead generation/top of funnel …………….…………… 58%Create brand awareness …………..……………………. 57%Conversion………………………………………….……… 49%Social media/community engagement ……….………. 41%Lead nurturing/mid-funnel ……………………….…….. 33%Customer retention/loyalty………………..…….………. 31%Storytelling ………………………………………..……….. 31%Sales/sales enablement ………….…………….….…….. 28%

Other reasons ……………..………………………..…….… 4%

Reasons Interactive Content Used in Content Marketing

Marketers are already using a wide variety of experiences

Types of InteractiveContent Used

Assessments …………………………………….54%Calculators .......................................................52%Contests ...........................................................50%Quizzes .............................................................48%Interactive infographics …………………….….44%Interactive eBooks ………………………………38%Interactive white papers ……………………..…27%Configurators .…………….……………..……… 26%

Games ………………………………………….… 24%Wizards ……………………………………………17%Interactive lookbooks ………………………..…15%Note: Multiple Responses permitted.

Marketers are already using interactive content on their

landing pages

Places Where Interactive Contentis Used as a Marketing Tactic

Landing pages ……………………………………………. 64%

Social media platforms ………………………….………. 51%

Microsites …………………………………..……………… 46%Blogs …………………………………………….……..…… 45%

eNewsletters ………………………………..……………… 38%

Corporate home page …………………………………….. 34%

Paid content promotion services …………….………….18%

Other places …………………………………………….…… 6%Note: Multiple Responses permitted.

Innovating Your Landing Page Works

Comparing interactive to passive content, interactive content is somewhat or very effective at...

educating the buyer

70 %INTERACTIVE CONTENT STATIC CONTENT

93 % VS


differentiating from competitors


88 % VS


generating conversions


%70 % VS

4X ConversionsPurchasing power drove

4 times the number of e-commerce

conversions.

7.5-10 Increase in Leads through education

%

Interactive White Paper

36 Increase in

Conversions

21 Increase in Site Visits

%

%

I prefer more interactive/visual content that I can access on demand.“ ”

~ Demand Gen Report’s 2015 Content Preferences Survey

Interactive content is what buyers want

91%

Quite simply, it’sa not a questionof whether companies should use interactive content but rather how soon they should start.

“

”~ Content Marketing Institute

Thank You

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twitter: @ioninteractive

[email protected]

twitter: @annatalerico