Ektron Synergy 2014 - How to Create the Best Landing Pages Ever!
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Melinda Cormier, Demand Generation Manager at Ektron, discusses the creation and optimization of landing pages to convert unknown visitors into known ones. The presentation covers six steps for effective landing pages, focusing on brand messaging, content quality, user experience design, SEO best practices, customized thank-you pages, and analysis techniques. Ektron achieved a 24% conversion rate through these methods, emphasizing the importance of consistent branding and user engagement strategies.
Ektron Synergy 2014 - How to Create the Best Landing Pages Ever!
- 1. Presented By: Melinda Cormier Demand Generation Manager, Ektron
- 2. About the Presenter Melinda Cormier Demand Generation Manager, Ektron What do I do? Campaign Creation & Management Content Syndication Programs Webinar Planning & Promotion Seminars, Road Shows & Trade Shows
- 3. Agenda • Overview of Landing Pages & Conversion Paths • Ektron’s 6 Steps for Optimized Landing Pages Best Practices Tips & Tricks for Improving Performance Results
- 4. Why create landing pages? To Convert Unknown Visitors to Known Visitors
- 5. Are you happy with your landing pages? Only 22% of businesses are satisfied with their landing pages (Econsultancy)
- 6. The 6 STEPS for Optimized Landing Pages Your Brand Messaging & Branding1 Your Content The Foundation 2 The Design User Experience 3 Behind the Scenes Business Systems & SEO4 The Thank You Page Increase Engagement 5 Analyze, Optimize, & Organize Get Results6
- 7. Step 1: YOUR BRAND We all want consistent messaging and branding on our web pages, which includes our landing pages. 1. Your Logo • Position, Scale, Version, etc. 2. The Theme • Consistent Styling (CSS) Step 1
- 8. Step 1: YOUR BRAND
- 9. Step 2: YOUR CONTENT Content is the foundation for visitor engagement and the cornerstone of your landing pages. 1. Main Title: Content Title & Type 2. Sub Header: What are the Benefits of Downloading the Content? 3. Body Copy: Be Descriptive and Use Bullets 4. No Scrolling: Above the Fold and Use Responsive Design Step 2
- 10. Step 2: YOUR CONTENT Main Title (H1) Sub Header (H2) Body Copy • Describe the offer • Form left or right (test it) No Horizontal Scrolling!
- 11. Step 3: THE DESIGN Ease of use is imperative when it comes to the landing page user experience. 1. Reduce Page Navigation • Eliminate distractions 2. Create Forms with Minimal Fields • Include only the “must haves” Step 3
- 12. Step 3: THE DESIGN No Navigation Keep your visitor on the page Minimum Form Fields Does your form make sense?
- 13. Step 4: BEHIND THE SCENES Know the inner workings of your URL aliasing, meta tag descriptions, and workflow preferences before publishing your landing page. 1. Use Alt Text on Images & Title Tags on URL’s 2. Include a Meta Description 3. Create Custom Page URLs – Be Descriptive 4. Always Spell Check 5. Map Form Fields to Other Systems Step 4
- 14. Step 4: BEHIND THE SCENES – SEO Alt Tags on Images Make your images search friendly <img alt=“Ektron CMP Datasheet CTA"> Vanity URL – Be Descriptive cmp.ektron.com/lp/CMP-Datasheet Meta Description This is the text that appears in the search results page
- 15. Step 4: BEHIND THE SCENES – Form Fields What do we know? • Persona • Product Interest • Location Now What? • Begin lead qualification • Start nurturing • Personalize her web experience
- 16. Step 5: THE THANK YOU PAGE Once the lead hits the “SUBMIT” button – redirect them to a customized thank you page. 1. No In-Line Messages 2. Be Consistent (Styling, Images, CTA’s, Descriptions, Etc.) 3. Open the Content in a New Window 4. Add “Do Not Follow” Code 5. Include Secondary Offers Step 5
- 17. Step 5: THE THANK YOU PAGE Relevant Secondary Offer
- 18. Step 6: OPTIMIZE, ANALYZE, & ORGANIZE It’s all about getting results. 1. A/B Testing • Improve Conversion Rates (Form Right vs Left, Button Color, etc.) • Test Secondary Offers 2. Maintain Consistent Internal Naming Standards 3. Respect Your Visitors • Provide a Privacy Policy Link Step 6
- 19. Step 6: OPTIMIZE – A/B Testing Form Right vs Form Left Test A Test B
- 20. Step 6: OPTIMIZE – A/B Testing Demo vs Webinar After you’ve read the CMP data sheet, be sure to register for the upcoming Content MarketingPlatform Webinar. Join Bob Canaway, VP of Marketingat Ektron to learn more about the Ektron CMP. Learn how to: • Enhance acquisition of customers with easy to use tools that get results • Drive leads with landing pages, CTAs, and content pages to boost your inbound marketingstrategy • Increase engagement and gain insight with targeted, relevant content and contextual analytics Register for the CMP Webinartoday! Test A Test B
- 21. Step 6: ANALYZE CMP Data Sheet Landing Page Form Left Form Right Conversions
- 22. What’s your CONVERSION RATE? Data from 1/1/14 – 4/22/14 The Average Landing Page Conversion Rate is 5-15% (HubSpot) Landing Pages Page Views Form Submissions 37 24,187 5,680 Ektron’s Landing Pages 24%Conversion Rate
- 23. Questions? Melinda Cormier Demand Generation Manager, Ektron @MelindaCormier melinda.cormier@ektron.com