![Page 1: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/1.jpg)
#INBOUND14
How to create landingpages your prospectscan’t resist.
Niti Shah
Conversions and Nurturing Specialist, HubSpot
![Page 2: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/2.jpg)
• Funnel marketer• New England Patriots fan• Motto: GSD
@NitiFromBoston
NitiSHAH
![Page 3: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/3.jpg)
#INBOUND14
Landing pages…Utterly fascinating.
![Page 4: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/4.jpg)
#INBOUND14
…OMG
![Page 5: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/5.jpg)
1 Offer something enticing
2 Optimize your landing pages
3 Create a conversion path
4 A/B test your landing pages
YOU’LL LEARN HOW TO:
![Page 6: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/6.jpg)
#INBOUND14
Wait, wait, wait...what’s a lead?
![Page 7: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/7.jpg)
#INBOUND14
![Page 8: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/8.jpg)
#INBOUND14
1 What to Offer
![Page 9: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/9.jpg)
#INBOUND14
What do people want from you?
• Value
![Page 10: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/10.jpg)
#INBOUND14
What do people want from you?
• Value
• Relevance
![Page 11: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/11.jpg)
#INBOUND14
What do people want from you?
• Value
• Relevance
• Timeliness
![Page 12: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/12.jpg)
#INBOUND14
What do people want from you?
• Value
• Relevance
• Timeliness
• Uniqueness
![Page 13: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/13.jpg)
#INBOUND14
What can you give to site visitors?• Ebooks
• Guides
• Checklists
• Templates
• Kits
• Live webinars
• On-demand webinars
• Free tools
• Free trials
• Product demos
• Free consultations
• Coupons
• Slideshows & presentations
• Case Studies
![Page 14: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/14.jpg)
#INBOUND14
2 Landing Pages
![Page 15: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/15.jpg)
#INBOUND14
![Page 16: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/16.jpg)
#INBOUND14
![Page 17: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/17.jpg)
#INBOUND14
1 Header
Logo
Phone number
No navigation
![Page 18: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/18.jpg)
#INBOUND14
2 Headline
Say what it is
Begin with hook
Don’t use fluff
![Page 19: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/19.jpg)
#INBOUND14
3 Subhead
Include benefit
Personalize
![Page 20: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/20.jpg)
#INBOUND14
4 Copy Avoid dense
paragraphs
Use bullet points
Bold key points
![Page 21: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/21.jpg)
#INBOUND14
5 Image Always include
an image
Make it vibrant
Mobile-optimize
![Page 22: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/22.jpg)
#INBOUND14
6 Form Begin with CTA
Right # of fields
Privacy policy
Change “submit”
![Page 23: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/23.jpg)
#INBOUND14
No super-fancy designs or CSS
No navigation or external links
No social sharing icons
That’s it.
![Page 24: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/24.jpg)
#INBOUND14
Keep it simple.
![Page 25: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/25.jpg)
#INBOUND14
3 How to Run A/B Tests
![Page 26: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/26.jpg)
#INBOUND14
1 Find problem areas on your website
Landing Page Views Submissions CVR
Ebook 6,000 400 13%
Tip Sheet 5,500 2,000 36%
Template 7,100 2,700 38%
![Page 27: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/27.jpg)
#INBOUND14
2 Choose test: Incremental vs. Drastic
![Page 28: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/28.jpg)
#INBOUND14
2 Choose test: Incremental vs. Drastic
![Page 29: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/29.jpg)
#INBOUND14
3 Choose A/B testing software
![Page 30: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/30.jpg)
#INBOUND14
3 Choose A/B testing software
![Page 31: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/31.jpg)
#INBOUND14
3 Choose A/B testing software
![Page 32: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/32.jpg)
#INBOUND14
4 Implement test and WAIT
![Page 33: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/33.jpg)
#INBOUND14
5 Get results and declare a winner!
![Page 34: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/34.jpg)
#INBOUND14
5 Get results and declare a winner!
![Page 35: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/35.jpg)
#INBOUND14
4 Real A/B Test Results
![Page 36: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/36.jpg)
#INBOUND14
Incremental Test #1Smart Content
![Page 37: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/37.jpg)
#INBOUND14
Conversions increased
19%
![Page 38: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/38.jpg)
#INBOUND14
Incremental Test #2Navigation & Links
![Page 39: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/39.jpg)
#INBOUND14
vs
![Page 40: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/40.jpg)
#INBOUND14
Conversions increased
2% on TOFU pages...
... and 22% on MOFU pages.
![Page 41: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/41.jpg)
#INBOUND14
Incremental Test #3“Ebook” vs. “Guide”
![Page 42: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/42.jpg)
#INBOUND14
vs
![Page 43: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/43.jpg)
#INBOUND14
“Ebook” had a 15%higher CVR in this test...
...but had an 8%lower CVR on another.
![Page 44: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/44.jpg)
#INBOUND14
Incremental Test #4Personalization
![Page 45: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/45.jpg)
#INBOUND14
vs
![Page 46: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/46.jpg)
#INBOUND14
Conversions increased
2-4%
![Page 47: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/47.jpg)
#INBOUND14
Incremental Test #5Animated images
![Page 48: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/48.jpg)
#INBOUND14
vs
![Page 49: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/49.jpg)
#INBOUND14
Conversions increased
11% in this test...
![Page 50: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/50.jpg)
#INBOUND14
vs
![Page 51: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/51.jpg)
#INBOUND14
But CVR decreased
15% in this test.
![Page 52: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/52.jpg)
#INBOUND14
Drastic Test #1Layout, copy, image
![Page 53: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/53.jpg)
#INBOUND14
Conversions increased
303%
![Page 54: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/54.jpg)
#INBOUND14
Drastic Test #2Slide-in calls-to-action
![Page 55: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/55.jpg)
#INBOUND14
![Page 56: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/56.jpg)
#INBOUND14
![Page 57: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/57.jpg)
#INBOUND14
The slide-in CTAs had a 192%higher click-through rate, and increased lead gen by 27%.
![Page 58: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/58.jpg)
#INBOUND14
Drastic Test #3Thank-you page layout
![Page 59: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/59.jpg)
#INBOUND14
Conversions increased
125%
![Page 60: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/60.jpg)
#INBOUND14
Key Takeaways• You may not get the same results on all of your
landing pages.
• Drastic tests have more potential to make a
bigger impact.
• Don’t be afraid to fail.
![Page 61: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/61.jpg)
#INBOUND14
QUESTIONS ?
![Page 62: HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]](https://reader033.vdocument.in/reader033/viewer/2022042816/5594189d1a28ab810d8b4593/html5/thumbnails/62.jpg)
#INBOUND14