This presentation discusses optimizing landing pages to improve conversion rates. It covers what makes an effective landing page, including making a good first impression, having a compelling offer, keeping important information visible, and testing pages. The presentation also includes assessments of example landing pages and provides tips for improvement, such as simplifying forms and highlighting key calls to action. Live assessments of landing pages are given for several companies and industries.

1. Live Landing Page Assessment:
Learn how to implement landing page best
practices to optimize your conversion rate
August 19, 2010
Presented by:
Randa Codron

2. Things you want to know about this presentation
1. The presentation will be 45 minutes including Q & A
2. You can send your questions to us via your
GoToWebinar controls at any time during the
presentation
3. We will answer timely, topic-specific questions during
the presentation and save the rest for the Q & A
period
4. We answer all the questions we don’t have time for
during the presentation in a blog post later in the day
5. We will send out a link to the recording and a PDF of
the presentation slides after the presentation

3. What is a landing page?
In online marketing a landing page is the page
where your customers arrive after clicking on a
banner ad, a search engine result link or any
other internet marketing offer or effort, and, if
all goes well, you’ll be able to garner contact
information – the first step towards making
sales.

4. Marqui’s Landing Page Optimization Process
1. Make a good first impression
2. Have a compelling, urgent offer
3. Convey your key value proposition
4. Communicate who you are and what you do
5. Maintain consistent company branding and messaging
6. Keep important information above the fold
7. Keep your forms simple (only ask for what you need!)
8. Don’t hide your call-to-action
9. Build trust and credibility by communicating your
privacy policy
10.Test, measure and improve

5. Assessment 1
Company: Lakeview College of Nursing
URL: http://www.lakeviewcol.edu/admissions.php
Landing Page Objectives:
To increase online enrollment for nursing programs offered by
Lakeview
Customers:
Potential students, parents

6. Nice large
logo with a Clear header
hyperlink to links to different
the company areas of the site
homepage
Page is
very text
heavy
Good use of bold
text to create a
sense of urgency

7. A combination
of call-to-
action buttons
and links
would be more
effective
Good use of an
“emotional”
image
Tips for improvement:
• The page should make use of a lead capture form rather than relying on visitors to click through to another page
before capturing their information.

8. Assessment 2
Company: Jaspersoft
URL: http://www.jaspersoft.com
Landing Page Objectives: To capture leads by
offering a thought leadership whitepaper
Customers:
Small and large B2B and B2C

9. What does
Jasper Soft do?
The offer
gets less
prominence
than other
copy on the
page

10. Solid lead
capture form,
BUT much too
lengthy for a
whitepaper
Nice clean page
layout
Tips for improvement:
• Form should only ask for name, email and company for collateral offers, like a whitepaper offer
• Privacy Policy should be indicated below the “Download” button and shouldn’t interfere with the flow of the form
• “Download” button should be above the fold

11. Assessment 3
Company: Welch LLP
URL: http://www.welchllp.com
Landing Page Objectives: To capture leads and create
business for Welch LLP’s accounting business
Customers:
B2B, B2C, and non-profit

12. Company name
and logo clear
Clear links to
other areas of
the site
Newsletters are
a great way to
get opt-ins
Good use of
thought
leadership
pieces to build
interest

13. What does
Welch LLP do?
Career
opportunities
stands out more
than business
elements
Non-prospect
engaging
elements need
to be toned
down
Tips for improvement:
• Use the newsletter as a mechanism to capture prospects’ information, request info to sign-up and
received quarterly newsletter. Give them a reason to opt-in!
• Highlight items that are meant to encourage visitors to click-through the website or opt-in

14. Assessment 3
Company: G & K Services
URL: http://www.gkservices.com
Landing Page Objectives: To create conversations
by capturing targeted prospect information
Customers:
B2C and B2B

15. Good header
links to back to
website
People like
pictures of their
peers
Nice display of
contact
information
including
physical address
Required fields Strong lead
are clearly capture form
indicated

16. Requesting
too much
information
“Submit” text
is not a best
practice. This
should be a
call-to-action
Good use of
privacy
policy to
build trust
Tips for improvement:
• If you are trying to segment prospects (which is why you would have a lengthy form), opt to have
separate forms for each segment to avoid having a high abandonment rate.

17. Landing Page Testing A/B
• This method is used for testing two versions of
a web page, version “A” and version “B”
• The goal is to test multiple versions of a
webpage to determine which page is more
appealing and thus effective
• The data is measured through click-throughs
and conversions

18. Multivariate Testing
• Involves finding the best combination of
different on-page elements
• More than one element of a webpage is
tested in a live environment
• Multivariate tests are used to determine
which content or creative variations produce
the most results for defined landing page
goals

19. How Marqui can help you optimize
your landing pages
Attract & Engage
Landing Page creation, Form builder, Google
Capture Website Optimizer integrations for A/B Split and
Multivariate Tests, Real-time click-through and
conversion analytics, Marketing Database
Nurture
Qualify
New
Customer

20. Sign-up for our feed today via email to win a
FREE Landing Page Assessment
Follow our blog at http://www.marqui.com/blog
Follow us on Twitter @Marqui_CMS
Randa Codron
randa.codron@marqui.com
604.484.8547
Amberlie Denny, Marketing Coordinator
amberlie.denny@marqui.com
604.630.3712