The Business Value of Landing Pages
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Transcript of The Business Value of Landing Pages
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The Business Value of Landing Pages
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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...
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Why do we need landing pages?
our new website is so great!
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More effortMore Resources
More content
More to manage
Cons:Landing
pages
More to integrate
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So, Why The Heck Would You Want To Use Landing Pages?
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So, Why The Heck Would You Want To Use Landing Pages?
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Because they work.
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3 BIG Benefits of Landing Pages
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1. Better User Experiences
2. Perfect For Lean Experimentation
3. Higher Leads, Sales & Revenue
3
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Betterfirst impressions
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An impression is formed in
1/20th of a second.
Make yours count.
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A website is like a crowded room.
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A landing page is a personal introduction.
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Are you making the right first impression?
• No focus• Lost “scent”• No call-to-action• Crowded room
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• Delivers on promise• Visual continuity• Highly specific• Handshake
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Are dropping your visitors off in a crowded room?
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Or making a personal introduction?
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vs
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
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Easyexperimentation
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Most effective method for testing value proposition…
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Low risk method to learn
• Agile experiences• Reusable, disposable• Test & learn capability• Low investment• Low risk
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Social network sign on option
increasestraditional form
sign ups for iContact!
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Radical innovation test wavesresults in
264% lift for Marian
University!
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Increasedleads, sales & revenue
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3000% increase in lead volume
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July 2011 Dec 2012
350% increase in digitally-driven revenue
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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
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6 Marketing Metrics That Lading Pages Can Impact
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financial
operational
strategic
tactic
al
CTR
Conversion Rate
CAC
ROI
CPL
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Customer Acquisition Costnoun (ABBREVIATION CAC)
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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.
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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.
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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.
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Return on Investmentnoun (ABBREVIATION ROI)
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A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments.
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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.
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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.
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High ROI is dependent on increased revenue
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Cost Per Leadnoun (ABBREVIATION CPL)
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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.
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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.
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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.
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Higher lead-gen efficiency lowers CPL
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Lower CPL means the same spend is generating more leads
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Lower CPL trickles up to lower CAC & higher ROI
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The surest path to lower CPL is higher conversions
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Conversion Ratenoun (ABBREVIATION CVR)
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The percentage of visitors who take a desired action — submit a lead form, purchase a product, opt into a subscription, etc.
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CVR Converted visitors
Total Visitors
X 100
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.
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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%
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Conversion rate is a tiny, non-financial metric
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Why? Because conversion rate doesn’t directly translate into dollars.
And landing pages cost money.
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But higher conversion rates impact critical marketing metrics.
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higher conversion rates=lower cost per leadlower cost per customerhigher ROI
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a landing page can eat a website for lunch when it comes to conversion.
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We help brands create effective landing pages.
90% of our customers report positive ROI.
Find out more:http://www.ioninteractive.com