Post on 08-Feb-2017
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
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.
Enter the Landing Page
• Pay-per-click• Display and affiliate
traffic• Landing page
optimization for organic traffic
Landing pages work particularly well for:
“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
A Marketers Best Friend
Landing pages work amazingly well at converting all types of traffic to leads and sales.
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.
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
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.
OptionalThe anti-gate — an optional call to action to complete a form.
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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.
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
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
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
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.
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.
Comparing interactive to passive content, interactive content is somewhat or very effective at...
educating the buyer
70 %INTERACTIVE CONTENT STATIC CONTENT
93 % VS
Comparing interactive to passive content, interactive content is somewhat or very effective at...
differentiating from competitors
55 %INTERACTIVE CONTENT STATIC CONTENT
88 % VS
Comparing interactive to passive content, interactive content is somewhat or very effective at...
generating conversions
36 %INTERACTIVE CONTENT STATIC CONTENT
%70 % VS
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