The Business Value of Landing Pages

1. 3 Big Benefits Of Landing Pages

2. 6 Marketing Metrics You Need To Know

3. The Math For Calculating ROI

4. Building A Business Case For Landing Pages

What’s inside...

Why do we need landing pages?

our new website is so great!

More effortMore Resources

More content

More to manage

Cons:Landing

More to integrate

So, Why The Heck Would You Want To Use Landing Pages?

Because they work.

3 BIG Benefits of Landing Pages

1. Better User Experiences

2. Perfect For Lean Experimentation

3. Higher Leads, Sales & Revenue

Betterfirst impressions

An impression is formed in

1/20th of a second.

Make yours count.

A website is like a crowded room.

A landing page is a personal introduction.

Are you making the right first impression?

• No focus• Lost “scent”• No call-to-action• Crowded room

• Delivers on promise• Visual continuity• Highly specific• Handshake

Are dropping your visitors off in a crowded room?

Or making a personal introduction?

c a m p a i g n l a n d i n g e x p e r i e n c e

d e e p l i n k s i n t o w e b s i t e

Personal introductionCrowded room

Easyexperimentation

Most effective method for testing value proposition…

Low risk method to learn

• Agile experiences• Reusable, disposable• Test & learn capability• Low investment• Low risk

Social network sign on option

increasestraditional form

sign ups for iContact!

Radical innovation test wavesresults in

264% lift for Marian

University!

Increasedleads, sales & revenue

3000% increase in lead volume

July 2011 Dec 2012

350% increase in digitally-driven revenue

H i g h e r c a m p a i g n c o n v e r s i o n r a t e s m e a n h i g h e r l e a d v o l u m e w i t h s a m e m e d i a s p e n d

6 Marketing Metrics That Lading Pages Can Impact

financial

operational

strategic

tactic

Conversion Rate

Customer Acquisition Costnoun (ABBREVIATION CAC)

The total Sales and Marketing cost — includes advertising spend, salaries, commissions and bonuses, overhead — in a time period, divided by the number of new customers in that time period.

CAC Total cost

Number of customers acquired

To calculate CAC, the number of customers acquired is divided by the total S&M cost over a given time period (month, quarter, year); the result is expressed as a dollar amount.

CAC$100,000

10 customers= $10,000

To calculate CAC, the number of customers acquired is divided by the total S&M cost over a given time period (month, quarter, year); the result is expressed as a dollar amount.

Return on Investmentnoun (ABBREVIATION ROI)

A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments.

ROI = (Gain from investment - Cost of investment)

Cost of investment

To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio.

ROI $25,000 - $10,000

$10,000= 150%

To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio.

High ROI is dependent on increased revenue

Cost Per Leadnoun (ABBREVIATION CPL)

Total cost of online advertisement campaign divided by the number of leads generated. Includes all campaign costs, including advertising spend, design/creative, production and hosting fees.

CPLTotal cost

(spend + creative + production + hosting)

Number of leads

To calculate CPL, the total cost is divided by the number of leads generated; the result is expressed as a dollar amount.

CPL $5,000 cost

100 leads= $50

To calculate CPL, the total cost is divided by the number of leads generated; the result is expressed as a dollar amount.

Higher lead-gen efficiency lowers CPL

Lower CPL means the same spend is generating more leads

Lower CPL trickles up to lower CAC & higher ROI

The surest path to lower CPL is higher conversions

Conversion Ratenoun (ABBREVIATION CVR)

The percentage of visitors who take a desired action — submit a lead form, purchase a product, opt into a subscription, etc.

CVR Converted visitors

Total Visitors

To calculate conversion rate, converted visitors are divided by total visitors and multiplied by 100; the result is expressed as a percentage or a ratio.

CVR 1,000 Converted visitors

10,000 Total Visitors

To calculate conversion rate, converted visitors are divided by total visitors and multiplied by 100; the result is expressed as a percentage or a ratio.

X 100 10%

Conversion rate is a tiny, non-financial metric

Why? Because conversion rate doesn’t directly translate into dollars.

And landing pages cost money.

But higher conversion rates impact critical marketing metrics.

higher conversion rates=lower cost per leadlower cost per customerhigher ROI

a landing page can eat a website for lunch when it comes to conversion.

We help brands create effective landing pages.

90% of our customers report positive ROI.

Find out more:http://www.ioninteractive.com

Thank you!@ioninteractiveinfo@ioninteractive.com

The Business Value of Landing Pages

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Transcript of The Business Value of Landing Pages

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