The Ultimate Guide to Landing Pages
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The document is a comprehensive guide to creating effective landing pages that drive conversions for business campaigns. It emphasizes the importance of clear objectives, audience understanding, consistency in messaging, and readability while providing best practices and common pitfalls to avoid. Key strategies include focusing on a single goal, minimizing navigation, using analytics to track performance, and maintaining trust through authenticity and relevant content.
The Ultimate Guide to Landing Pages
- 1. 800-‐920-‐7227 | www.pinpointe.com Presented by Kelly Noble Mirabella 800-‐920-‐7227 | www.pinpointe.com Presented by: Michael Barber
- 2. 800-‐920-‐7227 | www.pinpointe.com A Leader in Business-‐to-‐Business Email Marketing Brought to you by Pinpointe 800-‐920-‐7227 | www.pinpointe.com
- 3. 800-‐920-‐7227 | www.pinpointe.com Founder, barber&hewitt www.barberandhewitt.com Phone: 520-‐591-‐1658 | michael@barberandhewitt.com Twitter/Instagram/Snapchat: @michaeljbarber Featured Speaker Michael Barber 800-‐920-‐7227 | www.pinpointe.com Eryn Branham Pinpointe On-‐Demand, Inc. ebranham@pinpointe.com 800-‐920-‐7227 Moderator
- 4. 800-‐920-‐7227 | www.pinpointe.com • Featured in the New York Times, Forbes, and Mashable • Lover of ice cream, cold brew, and travel. • Two Westies – McDoogle & Bowie @mcdoogleandbowie 800-‐920-‐7227 | www.pinpointe.com About Michael…
- 5. 800-‐920-‐7227 | www.pinpointe.com Why do great landing pages matter? LET’S START WITH THE WHY…
- 6. 800-‐920-‐7227 | www.pinpointe.com WHY DO GREAT LANDING PAGES MATTER Because there are a lot, a lot of bad ones out there…
- 10. 800-‐920-‐7227 | www.pinpointe.com WHY DO GREAT LANDING PAGES MATTER Because they drive more conversions for your business.
- 11. 800-‐920-‐7227 | www.pinpointe.comCredit: Oli Gardner
- 12. 800-‐920-‐7227 | www.pinpointe.comCredit: Oli Gardner
- 13. 800-‐920-‐7227 | www.pinpointe.comCredit: Oli Gardner
- 14. 800-‐920-‐7227 | www.pinpointe.com RESULTS MATTER Credit: Oli Gardner
- 15. 800-‐920-‐7227 | www.pinpointe.com So, how do you build the ultimate landing pages?
- 16. 800-‐920-‐7227 | www.pinpointe.com LET’S START AT THE BEGINNING THE ULTIMATE GUIDE TO LANDING PAGES
- 17. 800-‐920-‐7227 | www.pinpointe.com SHOULD WE EVEN USE A LANDING PAGE? • For every campaign, yes. • Sending visitors to a non-‐specific page is a waste of money. • Multiple inbound sources. • Special promotions. • Getting around deployment schedules. • “So, the CEO wants XXXXXX tomorrow!?!?!?!?”
- 18. 800-‐920-‐7227 | www.pinpointe.com START WITH BUSINESS OBJECTIVES • The business objective of a particular campaign, product, service. • Ask yourself, “What problem are we trying to solve?” • You must be able to measure against something.
- 19. 800-‐920-‐7227 | www.pinpointe.com KNOW THY AUDIENCE • Understand the goals and motivations of the users who will be arriving at your landing page. • What are the main questions that a potential visitor will have? • Knowing this will allow you to design an experience that answers these questions in priory sequence on the page.
- 20. 800-‐920-‐7227 | www.pinpointe.com AUDIENCE ACTION “Every website & landing page has conversion opportunities, and every conversion opportunity needs a CTA.” -‐Oli Gardner
- 21. 800-‐920-‐7227 | www.pinpointe.com ENTRANCES MATTER • Where are your audiences coming from? • All campaign entry points and existing collateral materials to maintain a consistent brand experience and design.
- 22. 800-‐920-‐7227 | www.pinpointe.com AUDIENCE LIMITATIONS • Entry points matter, a lot. • If people can’t operate in their context, they will leave.
- 23. 800-‐920-‐7227 | www.pinpointe.com DOs & DON’Ts • DON’T repeat errors of the past. • DO repeat your successes. • Check out what your competitors are doing.
- 24. 800-‐920-‐7227 | www.pinpointe.com DON’T EVER DO THIS • Too much reading = too much thinking. • Don’t lie • Don’t include a form if it isn’t necessary • No, no, no music. Never. Ever. • Don’t use photos found via Google Search. Create your own or use a stock service (Shutterstock, Getty Images)
- 25. 800-‐920-‐7227 | www.pinpointe.com THE BASICS THE ULTIMATE GUIDE TO LANDING PAGES
- 26. 800-‐920-‐7227 | www.pinpointe.com RELEVANT & TARGETED • The rule of 1 – One goal – One message – One action – Repeat… – One goal – One message – One action
- 27. 800-‐920-‐7227 | www.pinpointe.com CONSISTENCY ALWAYS WINS • From the click > conversion > post-‐conversion, consistency always win. • Ad, landing page, design, messaging, tone, follow-‐up, etc. should always be consistent.
- 28. 800-‐920-‐7227 | www.pinpointe.com CONSISTENCY ALWAYS WINS • From the click > conversion > post-‐conversion, consistency always win. • Ad, landing page, design, messaging, tone, follow-‐up, etc. should always be consistent.
- 29. 800-‐920-‐7227 | www.pinpointe.com CLEAR & CONCISE HEADLINES • Clarity matters • Stay away from Jargon • Get to the point • Tell us what you do
- 31. 800-‐920-‐7227 | www.pinpointe.com THE DEJARGONATOR
- 32. 800-‐920-‐7227 | www.pinpointe.com CLEAR & CONCISE HEADLINES 👎
- 33. 800-‐920-‐7227 | www.pinpointe.com CLEAR & CONCISE HEADLINES 👍
- 34. 800-‐920-‐7227 | www.pinpointe.com DECLUTTER • Hoarders need not apply
- 35. 800-‐920-‐7227 | www.pinpointe.com DECLUTTER • Hoarders need not apply
- 36. 800-‐920-‐7227 | www.pinpointe.com NO, NO, NO, JUST SAY NO TO NAVIGATION
- 39. 800-‐920-‐7227 | www.pinpointe.com NO, NO, NO, JUST SAY NO TO NAVIGATION • Yuppiechef saw a 100% increase in conversion rates (from 3% to 6%). • Career Point College removed the top navigation and modified its form layout, whichincreased the conversion rate 336%. • SparkPage's conversion rate jumped from 9.2% to 17.6% over the month they ran a test removing their top navigation Source: Hubspot
- 40. 800-‐920-‐7227 | www.pinpointe.com READABILITY MATTERS • Is it… – Easy? – Fast? – Possible?!?!? • To do list – Turn off slider autoplay – Forget that, just get rid of sliders and carousels – Simplify the copy – Narrow the paragraph width – Title case the headline
- 41. 800-‐920-‐7227 | www.pinpointe.com READABILITY MATTERS
- 42. 800-‐920-‐7227 | www.pinpointe.com READABILITY MATTERS
- 43. 800-‐920-‐7227 | www.pinpointe.com READABILITY MATTERS The ideal ratio for readable web copy is • 16px font size • 25px line-‐height • 680px paragraph width
- 44. 800-‐920-‐7227 | www.pinpointe.com ABOVE THE FOLD, ALWAYS & FOREVER.
- 45. 800-‐920-‐7227 | www.pinpointe.com MEDIA EXPERIMENTATION • Video is booming • But, video is hard. • Test media options to ensure you have the right mix of elements.
- 48. 800-‐920-‐7227 | www.pinpointe.com ALWAYS GIVE ME MORE • Give thank you pages something more – Link to more useful content – Extra giveaway or download – Surprise them
- 49. 800-‐920-‐7227 | www.pinpointe.com TRUST MATTERS THE ULTIMATE GUIDE TO LANDING PAGES
- 50. 800-‐920-‐7227 | www.pinpointe.com SHOW A PHONE NUMBER
- 51. 800-‐920-‐7227 | www.pinpointe.com FREE SHOULD BE FREE • If you say free, there better be something free there. • If you don’t want to give everything away, give people previews (example Amazon shows people the first couple pages of books).
- 52. 800-‐920-‐7227 | www.pinpointe.com BUY NOW, BEST DEAL EVER, LIMITED TIME OFFER AUTHENTICITY MATTERS
- 54. 800-‐920-‐7227 | www.pinpointe.com GOOD POPUPS/ DOWNS DON’T •Relevant •Valuable •Well timed •Designed to delight
- 55. 800-‐920-‐7227 | www.pinpointe.com SEALS & STUFF
- 56. 800-‐920-‐7227 | www.pinpointe.com SEALS & STUFF
- 57. 800-‐920-‐7227 | www.pinpointe.com TRUST MATTERS • Endorsements can build credibility, but ensure you’re monitoring for crisis situations. • Real testimonials from real sources. • Always include privacy statement and terms/conditions. • Use laymen’s terms for all policies. • Above all, be authentic.
- 58. 800-‐920-‐7227 | www.pinpointe.com BEFORE, DURING & AFTER THE ULTIMATE GUIDE TO LANDING PAGES
- 59. 800-‐920-‐7227 | www.pinpointe.com GO LIVE TIPS • Have a checklist – Establish a process, learn, rinse, and repeat • 5 second rule • The hills have eyes…many...many eyes. • Mom/Mum test • QA
- 60. 800-‐920-‐7227 | www.pinpointe.com ANALYTICS & METRICS • Use analytics, always. • You should ensure you are recording the fundamental performance metrics for each campaign. These are campaign specific, but can include: conversion rate (broad term), bounce/abandonment rate, form completion rate. • Don’t fall into the dreaded industry averages. • Be transparent always.
- 61. 800-‐920-‐7227 | www.pinpointe.com ANALYTICS & METRICS • Other analytics sources can be extremely helpful: – Customer feedback – Eye tracking – Heat maps – Assumed attention hot spots
- 62. 800-‐920-‐7227 | www.pinpointe.com DURING • A/B test to validate hypothesizes • Test primary image/video/asset (mood, lighting, message) • Test primary messages (size, color, position) • Call to action • Button colors • Contrast ratios • Form threshold • Leverage third-‐party for anything beyond A/B • Refine constantly
- 63. 800-‐920-‐7227 | www.pinpointe.com CAMPAIGN CONCLUSION • Don’t take it down if you don’t need to. Evergreen campaigns can build long-‐term value via SEO and additional future traffic. • Historical optimization is key. Go back to old landing pages with new learnings. • Post mortem…even landing pages need an autopsy.
- 64. 800-‐920-‐7227 | www.pinpointe.com AND, FINALLY…
- 65. 800-‐920-‐7227 | www.pinpointe.com OVERCONFIDENCE CAN BE THE NAIL IN THE COFFIN.
- 66. 800-‐920-‐7227 | www.pinpointe.com We Thank You We appreciate you taking the time to watch this today! 800-‐920-‐7227 | www.pinpointe.com
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