Website Redesign

and Optimization

Kipp Bodnar

@kbodnar32

Jeanne Hopkins

@jeannehopkins

Today’s Agenda

Why Think About This Stuff?

Call to Action Design Tips

Landing Page Design Ideas

Website Design Challenges

Q&A

Inbound Marketing Methodology

Analyze

Convert

Get Found

A Call to Action is Really an Offer

Can your Landing Page “close”?

Do you want the Landing Page visitor

to…

• Pick up the phone and call you?

• Sign up for a free webinar, download?

• Go to another page for more info?

• Just click? And then what?

4

CTAs for All Stages of the Buying Cycle

“Using Offers to Generate More Leads” – Mac McIntosh

Use Numbers

Specific Action

Use Images

Clickable

Contrasting Colors

Position

Landing Page is Offer Information Page

Why am I on this page?

What am I supposed to do?

What should I do next?

• Consider Friction

• Consider Anxiety

Control: Form Below

Test: Form on Right

Results

©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

A/B Homepage Test

©2010, WhichTestWon.com a division of Anne Holland Ventures Inc. All rights reserved.

• 125% lift in

clicks to the

download offer

page

How to Put All the Pieces Together?

d.j.k. on flickr

HubSpot Can Help

• All-in-one Marketing Software

• Over 4,000 customers in 4 years

• ~200 employees, lots of MIT grads

SPECIAL OFFER FOR TODAY’S

ATTENDEES

http://www.hubspot.com/website-

redesign/

Call 1-888-782-7768