Dennis Kelly, CEO

www.boingnet.comwww.boingnet.com/blog@boingnet

Landing Pages: Marketing’s Indispensable Tool

Today’s Talk

Landing Pages – What are they and why are they important?

Landing Page 101 – The Fundamentals

Landing Page Review - Audience Critique!

Q&A

What is a Landing Page?

Web Page Designed to Convert

Clear & Consistent Headline & Subhead

Single Call To Action

“Message Match”

Why use them?

Landing Pages Convert

Speed & Cost

Measurable

“Liquid” vs. “Locked Down”

The Numbers Don’t Lie

What are they used for?

Selling – ecommerce

Lead Generation

Lead Nurturing

Events

Promotions/Sales

Product/Service Launches

3 Types of Landing Pages

Click-Through LP

Often used in e-commerce

Designed to facilitate click

Single & easy to find CTA

3 Types of Landing Pages

Lead GenerationMost common B2B Landing PageHighlighted FormOffer of Value

3 Types of Landing Pages

Personalized pURL Profile driven

content Can be form or

click-through based

Your Home Page Isn’t a Landing Page!

Multiple Messages

7 Calls to Action

Designed to help you navigate

Designed for SEO

Home Pages vs. Landing Pages

Single CTA vs. Many CTA’s

Designed to Convert vs. designed for SEO

Landing Pages Channels

Online SEM/PPC Display Ads Social

Email Marketing

Offline Direct Mail TV/Radio/Print Ads

Online Channels - Lead Generation

Email Marketing - Selling & Nurturing

Offline Marketing - Direct Mail

Most Important Channel - Mobile

20-50% of Landing Page Traffic Mobile

Smartphone & Tablets

Design for mobile - 300% higher conversion from mobile users

The New Mobile - Responsive Design

Build Once – run anywhere

One set of code

Automatically resizes for desktop, tablet & smartphone

Landing Page Reviews

2 landing pages designed by customers

Landing Page Review Time!12 Nav Links

2 Headlines, 2 CTA’s Fighting for Attention

DICOER – Tech product insurance

DICOER – After

A Quick Word on Boingnet

Thank You! Time for Q&A

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: 781.421.6291   : dennis@boingnet.com : @boingnetwww.boingnet.com

A Quick Word on 3 URL types

Unfriendly!

Friendly URL

Personal URL or pURL

Personalization & Relevancy

100%-300% higher conversion vs. control (DMA)

Profile Driven Content

Landing Pages 101

Home Pages aren’t Landing Pages

Landing Page Channels & Examples

Message Match - Super Bowl Ad

Message Match - Quicksilver Card?

Thank You Pages - Nice & Smart

Good Manners!

2nd CTA’s Social Newsletter Suggested Content

EduGuide – Click-through LP

Simple, Friendly URL

No Nav or CTA Distractions

Clear Call to Action

Redesign?

Curriculum Associates – Click Thru with Geo Personalization

Friendly URL

Light-box pop upSimple, clear & helpful

Strong Headline

Nice CTA button!

Kill or push down the Footer content