The document discusses best practices for B2B landing pages, providing tips on using persuasive images and copy, testing forms and calls to action, building confidence at the point of action, and structuring pages to match the buyer's journey from early questions to purchase. It also emphasizes understanding buyers' goals and mapping their purchase process to improve conversion rates on landing pages.

1. S5:
B2B Landing Pages
Howard Kaplan Scott Brinker
FutureNow ion interactive
@howardkaplan @chiefmartec
#ConvCon #b2bCRO

2. B2B Landing Page 101

3. B2B Landing Pages
Take an action

4. B2B Landing Pages
Take an action

5. B2B Landing Pages
Fill out a lead form

6. B2B Landing Pages
Fill out a lead form

7. B2B Landing Pages
Link to information

8. B2B Landing Pages
Link to information

9. Where They “Fall” Out

10. Landing Page 101

11. Landing Pages are from Mars

12. Secret to Conversion

13. Clicks Are People!
For you to achieve your goals,
your visitors must achieve their
goals first.

14. Conversion

15. a reflection of your
customers' satisfaction
Text
Text

16. a reflection of your
customers' satisfaction
Text
Text
(and your effectiveness)

17. Customer’s Arc

19. Matching Arc’s

20. Matching Arc’s
Structural Integrity

21. Matching Arc’s
Persuasive Momentum
Structural Integrity

22. Structure

24. Logo Template elements Design Elements
Headline
UVP 1. Logo / identity
Call to 2. Unique value proposition
Action 3. Headline
4. Offer
Product Presentation 5. Call to Action
6. Product Presentation / copy
7. Links to more information
Confidence 8. Contact info / template
building
Offer
Links to More Information

25. Beware of Best Practices
•Technology
•Navigation,
or lack thereof
•Keep it simple (or relevant?)

26. Beware of Best Practices
•Technology
•Navigation,
or lack thereof
•Keep it simple (or relevant?)

27. Beware of Best Practices
•Technology
•Navigation,
or lack thereof
•Keep it simple (or relevant?)

28. Almost any question can be
answered, cheaply, quickly
and to conclusion by a test
campaign. Text
-Claude C. Hopkins, 1923

29. 5 “Structural” Tips
• Product Images Tell A Story
• Test Your Forms & Copy
• Trust, Rapport & Point of Action Assurances
• Calls to Action - Get Them to Click
• You have to get the lead to score it

30. Tip 1: “Product” Images Are Persuasive

31. Tip 1: “Product” Images Are Persuasive

32. Tip 1: “Product” Images Are Persuasive

33. Follow the Eyes

34. Follow the Eyes

35. Pretty Face & Impact

36. Tip 2: Forms & Copy (+200%)

37. Tip 3: Point of Action & Confidence

38. Tip 4: Call to ACTION
•Wording
•Color
•Size
•Shape
•Style
•Icon
•Location

39. Tip 5: Cart or Horse?

41. Momentum

42. Matching Arc’s
Structural Integrity

43. Matching Arc’s
Persuasive Momentum
Structural Integrity

44. Reconsidering Conversion
Conversion
X Point
Entry
X
Point

45. How “we” buy
Conversion
X Point
Entry
X
Point

46. WIIFM?
I) Who are we trying to persuade?
II) What action do we want her to take?
III) What information does she need to feel
confident taking the action?

47. Common Sense “Segmentation”

48. Common Sense “Segmentation”

49. Stages of the Buying Process
• corporate email
• hosted exchange server
• hosted exchange server
pricing

50. Get Started: Map the Buying Process
FutureNow buying process map
Early Middle Late
What is Conv Rate Optimization Why FutureNow? How much does it cost, for me?
(CRO)?
Questions Who else have you worked with? What’s the ROI look like? (should be primary)
Is it right for my situation? What’s your reputation? What other costs will I have to incur?
Will it address my pain? How? What’s needed on my end?
(primary driver in bold) Why is it better than buying traffic, or What does the process look like, B to E?
doing latest craze (i.e. twitter)?
Broad: CRO Branded/ Bryan Eisenberg Branded: FutureNow OnTarget
improve website conversion reputation: Grokdotcom
improve website ROI
Keywords
Intent: search on their problems, not Intent: search on their perceived Intent: believe we’re the best to help
on potential solutions; Need education/ solutions (I need help with SEO, etc.); them (based on fan status or reputation) but
(intent) nurturing on value of conversion opt. believe we have those sol’n (which is why confused as to how the process would work,
they visit) but need to know why us instead what the costs would be, etc.
of others
Conversion improvements long-lasting, FN is the *original* CRO firm; Wrote We size you based on your capacity to
traffic generation fleeting (once you turn “the” book on conversion; execute- no point in giving recs you can
Content to off the $$, the traffic goes away);
3 strategic anchors (data driven, cust
implement;
Address Conversion improvements make all other centric, contin imp) Model ROI based on 25 - 100% lifts
efforts “better” (ROI ++ in all channels)
Case studies (answers ROI ? for late too) 3 step process ensures ROI happens timely
For us, landing pages as well as keywords are likely to tie back to Grok posts; Could we write Grok articles in
categories? (early, middle, late?)
Landing Pages
For now, add 3 display ads, and 3 call to action links within top traffic driving posts w/in ea stage
Conversion Primary: dload “nurture” content Primary: engage ROI calculator Primary: Fill out lead form / call
Events Secondary: Fill out online lead form Secondary: Fill out lead form / call

51. People are different... but modelable

52. People are different... but modelable

53. People are different... but modelable

54. People are different... but modelable

55. People are different... but modelable

56. Adding Personas
People behave
differently, and according
to their preferences
These preferences can be
modeled & planned for

57. Would You Like a Roadmap for LeadGen?
Howard Kaplan
FutureNow, Inc.
1-877-643-7244
howardk@futurenowinc.com
Blog:
www.GrokDotCom.com