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Creating Landing Page Gold Increase Conversion and Engagement with 5 Easy Tips Jeff Demers Elevate 2012: The Pardot Users Conference October 24, 2012

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Creating!Landing Page Gold!Increase Conversion!and Engagement with 5 Easy Tips!

Jeff Demers!!Elevate 2012: The Pardot Users Conference!October 24, 2012!

Agenda!

Flood Site with Relevant Traffic!

Use PPC to buy hyper-targeted traffic at every stage of the buying cycle!

Paid search will accelerate landing page testing times and results.!!Tight segmentation of PPC allows for nuanced differences in ad headlines, continuity of experience, and more.!

Drive Hyper Targeted Traffic!

Marketing Automation  Let Us Manage Your Implementation Free Needs Assessment!  Wakefly.com/Marketing

Marketing Automation Consulting  Get Strategic Consulting Pre- Implementation.  Wakefly.com/Consulting

Marketing for Med Device  We Help Consult, Implement and  Marketing Automation Solutions  Wakefly.com/Med-Device

Marketing automation implementation Implement marketing automation B2B marketing automation Start marketing automation

Marketing automation consulting Marketing automation consultant Marketing automation trainer

Marketing automation for med device Med device marketing solutions Med device marketing automation agency Med device marketing automation firm

AdWords Account!“Marketing Automation Implementation” Campaign!

“Implementation” Ad Group!

“Medical Devices” Ad Group!

“Consulting” Ad Group!

$1.25! $2.75! $15.00!

•  Don’t Wait Forever For SEO To Work!•  Take the Guesswork Out Of Keyword

Research!•  B2B Less Competitive Than B2C!

Quick Fact!

Many B2Bs Can Buy Thousands of Targeted Visitors Using PPC!

Overcome Offer Fatigue!

Visitors Need: !•  Clearly Stated Value Proposition!•  Compelling Copy !!

In the age of informational overload – clear and compelling are the principles to guide you!

Propel Visitors Deeper !

Engagement is a function of sightlines, copy, and things to do.!

Don’t hide your value behind a form – some value (teaser) needs to be up front.!

With limited navigation, what you have needs to be even more compelling than a conventional page.!

Create Excitement!

Use Two Engagement Points Per Page!Try: non-password protected content!

! videos!! infographic!! or interactive tools!

!…All teased by compelling content and presentation. !

Calls to action should be synced with!the very best, most compelling offer you have.!

Improve the Visuals!

Increase Conversion Rate By Reducing Text!

Try an!

Test the Visuals!

Increase Conversion By Testing Key Elements!

What to Test?!!Calls to Action & Offers!Headline Colors!Form Caps!Infographics!

Test all elements!T E S T A L L E L E M E N T S !

Test all elements

Caveat: Once proven that you can drive traffic to statistical threshold for relevance, you are ready for simple A/B or M/V

testing.!  

Quick Fact!

Testing Visuals Can Improve Conversion Rate by 20% or More!!

•  Keep Videos Short!•  Animations/Graphics Work Well!•  Customer Testimonials Work Well!

Quick Fact!

Landing Page Videos!Can Increase Conversion Rate by 50%!

Post Conversion Accelerators!

Deliver rich emails post-submission with track-able links and mentions of decision support content!

Don’t forget your email subject line > this is requested information! Make sure it gets open and gets read.!

From: Awesome Company!To: Our Valued Customer!Subject: The Information You Requested!!

Hey there, thanks for your interest in our awesome company!!Here is the Content Your Requested (Insert Trackable Link)!

Post Conversion Accelerators!!Great emails help to continue the conversation and extend the length of the visit and the number of pages viewed!!Great emails get opened first, get read quickly, and then have trackable click-throughs to requested content!

From: Awesome Company!To: Our Valued Customer !Subject: More of the Info You Requested!!!Hey there, thanks for your interest in our awesome company!!!Here’s a brief summary of what we do, and what we can do for you. We’ll get back to you soon, but in the meantime, have a look at some great content that can help you learn more about us. !!Click here for some cool stuff!!

More Email Tips!

•  Email the offer/download with the link from the person who will be following up & set expectations on the landing page!

•  Track closely those that have not opened the email or clicked on the link for future follow-up!

•  Try selective remarketing campaigns to warm visitors that have already converted!

From: Awesome Company!To: Our Valued Customer !Subject: More of the Info You Requested!!!Hey there, thanks for your interest in our awesome company!!!Here’s a brief summary of what we do, and what we can do for you. We’ll get back to you soon, but in the meantime, have a look at some great content that can help you learn more about us. !!Click here for some cool stuff!!

Thank You Page!

Make Your Thank You Page Experience!Rich and Compelling!!A Springboard for Additional Engagement!

Case Studies! Video! Links to Deep Content!

•  Post Thank You Emails with Links!•  Deep Links to Decision Support!

and Credibility Content!•  Points of Engagement!

on the Thank You Page!

Quick Fact!

Increase Pardot Lead Scores by 20–50%!

Leverage Data for Performance!

Be sure to leverage real web analytics data to measure landing page performance!Without the proper data, conversion tuning is impossible. Avoid decisions that are not based on good data.!

Jeff [email protected]!

Build. Drive. Automate.!

Find success with great landing pages.!