The Secrets of Landing Page Success: Optimization Best Practices and Case Studies
-
Upload
marketing-mojo -
Category
Business
-
view
226 -
download
1
description
Transcript of The Secrets of Landing Page Success: Optimization Best Practices and Case Studies
@marketingmojo | #mojowebinar | marketing-mojo.com
Presented by Jenny DeGraff Design Optimization Manager Kari Rippetoe Content Marketing Manager
THE SECRETS OF LANDING PAGE SUCCESS: OPTIMIZATION BEST PRACTICES AND CASE STUDIES
@marketingmojo | #mojowebinar | marketing-mojo.com
TODAY’S PRESENTER
JENNY DEGRAFF Design Optimization Manager
Marketing Mojo
@JennyDeGraff +Jenny DeGraff
MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo
@marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media management » Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
@marketingmojo | #mojowebinar | marketing-mojo.com
OUR CLIENTS
@marketingmojo | #mojowebinar | marketing-mojo.com
ALL LANDING PAGES ARE WEB PAGES, BUT NOT ALL WEB PAGES ARE LANDING PAGES
@marketingmojo | #mojowebinar | marketing-mojo.com
A LANDING PAGE IS…
• Not part of a website
• Designed specifically to drive conversions
› Click through
› Lead generation
@marketingmojo | #mojowebinar | marketing-mojo.com
WHY YOU SHOULD USE LANDING PAGES?
• Control your first impression
• Generate more leads
@marketingmojo | #mojowebinar | marketing-mojo.com
LANDING PAGE SUCCESS STORIES
@marketingmojo | #mojowebinar | marketing-mojo.com
VAULTLOGIX
• B2B technology company
• Provides cloud backup and data protection services
@marketingmojo | #mojowebinar | marketing-mojo.com
ORIGINAL
• Type of Page: Offer page on website
• User Intent: To learn about VaultLogix data backup service
• Conversion Goal: Generate free-trial leads
@marketingmojo | #mojowebinar | marketing-mojo.com
CHALLENGER
• Removed navigation
• Clear headline
• Reduced form fields and encapsulated form
• Used actionable button text
• Easily digestible bulleted content
• Added relevant imagery
@marketingmojo | #mojowebinar | marketing-mojo.com
202% Improvement in Free Trial Requests
@marketingmojo | #mojowebinar | marketing-mojo.com
SOUTHERN STATES
• Agricultural supply cooperative
• Over 1,200 retail store locations
@marketingmojo | #mojowebinar | marketing-mojo.com
• Type of Page: Website home page
• User Intent: Searches for branded keywords
• Conversion Goal: Generate click-throughs to top KPIs
ORIGINAL
@marketingmojo | #mojowebinar | marketing-mojo.com
CHALLENGER
• Simplified, pared down design
• No navigation
• Limited distractions, offers and links
• Created a visual hierarchy
@marketingmojo | #mojowebinar | marketing-mojo.com
42%
Lift in overall conversions
@marketingmojo | #mojowebinar | marketing-mojo.com
LEXISNEXIS MEDMAL NAVIGATOR
• Global provider of workflow solutions for legal professionals
• Legal research tool for medical malpractice cases
@marketingmojo | #mojowebinar | marketing-mojo.com
ORIGINAL
• Type of Page: Product page on website
• User Intent: To learn about the interactive tool
• Conversion Goal: Generate sales leads
@marketingmojo | #mojowebinar | marketing-mojo.com
• Highlighted the video
• Presented more concise information
• On-page phone number was removed to promote form fill outs
CHALLENGER
@marketingmojo | #mojowebinar | marketing-mojo.com
203% Improvement in Conversion Rate
@marketingmojo | #mojowebinar | marketing-mojo.com
SHARE OUR STRENGTH
• Nonprofit fighting to end child hunger in America
• Bake Sale for No Kid Hungry: national fundraising initiative that encourages people to host bake sales
@marketingmojo | #mojowebinar | marketing-mojo.com
ORIGINAL
• Type of Page: Desktop Landing Page
• User Intent: To learn about the Bake Sale for No Kid Hungry
• Conversion Goal: Register to host a bake sale
@marketingmojo | #mojowebinar | marketing-mojo.com
CHALLENGER
• Responsive design
@marketingmojo | #mojowebinar | marketing-mojo.com
41% Improvement in Mobile and Tablet Conversions
@marketingmojo | #mojowebinar | marketing-mojo.com
TAKEAWAYS
@marketingmojo | #mojowebinar | marketing-mojo.com
BEST PRACTICES
• Message match • Clear actionable headlines • Use a strong call to action • Minimize number of form fields • Remove navigation and non-essential links • Concise easy to read copy • Take advantage of trust indicators • Use images and videos to support copy • Always be testing
@marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
JENNY DEGRAFF Design Optimization Manager
Marketing Mojo
@JennyDeGraff +Jenny DeGraff
@marketingmojo | #mojowebinar | marketing-mojo.com
LOOKING FOR HELP? Contact Marketing Mojo
800-939-5938 ext. 1 [email protected]
MARKETING MOJO Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo