Landing Page Lessons
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The document presents a training on effective landing pages, covering types such as whitepapers and webinars, and essential components including clear objectives and concise descriptions. It emphasizes the importance of shorter forms for lead conversion, recommending 4-5 fields for user input and techniques like progressive profiling. Additionally, it provides optimization strategies, suggesting removing navigation, keeping key information above the fold, and using images to enhance the landing page appeal.
Landing Page Lessons
- 1. Landing Page Lessons Ge-ng Schooled in Conver5ng Leads Faster Presented by: Ka# Newburg, Training Coordinator, Pardot Tuesday, July 3, 2012
- 2. Agenda • Who am I? • Common Landing Pages • Key Components • Shorter Forms • Op#mizing Landing Pages
- 3. Who Am I?
- 4. What makes a Landing Page? So we’re all on the same page…
- 5. Types of Landing Pages • Whitepaper Download • Webinar Registra#on • Free Trial • Request a Demo • Event Sign-‐Up What do these have in common?
- 6. Key Components • Clear Objec#ve • Concise Descrip#on • Call to Ac#on • Short Form • Provides informa#on or value
- 7. Shorter Forms Get their foot in the door
- 8. How many fields? • Ideal is 4-‐5 • First Name • Last Name • Email Address • Company • No more than 10 • Propor#onate collateral • What would you exchange for similar informa#on?
- 9. What fields to include?
- 10. How to make forms easier? Pre-‐populate when possible • BeXer User Experience Progressive Profiling • Ask for data in smaller por#ons • Higher conversion rate
- 11. Op5mizing Landing Pages Knocking their socks off
- 12. Remove Naviga5on
- 13. Keep It Above the Fold Newspaper Rule • Biggest story up top • Limit scrolling • Call to ac#on above the fold
- 14. Have Clear Objec5ves http://www.sugarcrm.com/Free_Trial
- 15. Leverage Images & Video • Images should complement offer • Images naturally draw the eye away from copy
- 16. Email Content Get BeVer Informa5on • System cannot be gamed • Capture bounces / opens / Click-‐Throughs
- 17. What Did We Cover • Common Landing Pages • Key Components • Shorter Forms • Op#mizing Landing Pages
- 18. Ques5ons?
- 19. Contact Informa5on Pardot Ka5 Newburg 950 East Paces Ferry Rd Training Coordinator Suite 3300 Client Services Atlanta, Georgia 30326 ka#.newburg@pardot.com @Ka#_Newburg 404.492.6848 877.3B2B.ROI www.pardot.com