HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]

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3 gefällt mir•2,017 views

Want to get more leads from your website? You'll need to optimize the conversion path so that visitors are most likely to sign up for something on your site and convert into a lead. HubSpot's conversions and nurturing specialist, Niti Shah, will share her secrets on how you can create landing pages with a 50-60% conversion rate. Learn actionable tips and results from real A/B tests that you can use immediately on your own website to become a lead generation machine.

Marketing

#INBOUND14
How to create landing
pages your prospects
can’t resist.
NitiShah
Conversions and Nurturing Specialist, HubSpot

•
Funnel marketer
•
New England Patriots fan
•
Motto: GSD
@NitiFromBoston
NitiSHAH

#INBOUND14
Landing pages…
Utterly fascinating.

1
Offer something enticing
2
Optimize your landing pages
3
Create a conversion path
4
A/B test your landing pages
YOU’LL LEARN HOW TO:

#INBOUND14
Wait, wait, wait...
what’s a lead?

#INBOUND14
What do people want from you?
•
Value

#INBOUND14
What do people want from you?
•
Value
•
Relevance

#INBOUND14
What do people want from you?
•
Value
•
Relevance
•
Timeliness

#INBOUND14
What do people want from you?
•
Value
•
Relevance
•
Timeliness
•
Uniqueness

#INBOUND14
What can you give to site visitors?
•
Ebooks
•
Guides
•
Checklists
•
Templates
•
Kits
•
Live webinars
•
On-demand webinars
•
Free tools
•
Free trials
•
Product demos
•
Free consultations
•
Coupons
•
Slideshows & presentations
•
Case Studies

#INBOUND14
2
Headline

Say what it is

Begin with hook

Don’t use fluff

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3
Subhead

Include benefit

Personalize

#INBOUND14
4
Copy

Avoid dense paragraphs

Use bullet points

Bold key points

#INBOUND14
5
Image

Alwaysinclude an image

Make it vibrant

Mobile-optimize

#INBOUND14
6
Form

Begin with CTA

Right # of fields

Privacy policy

Change “submit”

#INBOUND14
Nosuper-fancy designs or CSS
Nonavigation or external links
Nosocial sharing icons
That’s it.

#INBOUND14
1
Find problem areas on your website
Landing Page
Views
Submissions
CVR
Ebook
6,000
400
13%
TipSheet
5,500
2,000
36%
Template
7,100
2,700
38%

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2
Choose test: Incremental vs. Drastic

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3
Choose A/B testing software

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5
Get results and declare a winner!

#INBOUND14
Incremental Test #1
Smart Content

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Incremental Test #2
Navigation & Links

#INBOUND14
Conversions increased 2%on TOFU pages...
... and 22%on MOFU pages.

#INBOUND14
Incremental Test #3
“Ebook” vs. “Guide”

#INBOUND14
“Ebook” had a 15% higher CVR in this test...
...but had an 8% lower CVR on another.

#INBOUND14
Incremental Test #4
Personalization

#INBOUND14
Incremental Test #5
Animated images

#INBOUND14
Conversions increased 11%in this test...

#INBOUND14
But CVR decreased 15%in this test.

#INBOUND14
Drastic Test #1
Layout, copy, image

#INBOUND14
Drastic Test #2
Slide-in calls-to-action

#INBOUND14
The slide-in CTAs had a 192% higher click-through rate, and increased lead gen by 27%.

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Drastic Test #3
Thank-you page layout

#INBOUND14
Key Takeaways
•
You may not get the same results on all of your landing pages.
•
Drastic tests have more potential to make a bigger impact.
•
Don’t be afraid to fail.

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In the dynamic realm of business, marketing and technology, where change is inevitable, the marketing landscape finds itself engulfed in the currents of the AI fear cycle. Fear of loss, apprehension about change, and the threat to established norms create a maelstrom of uncertainty, challenging organizations to navigate (yet another new terrain of transformation) these treacherous waters of transformation. In this session, Kristin Wozniak will get to the heart of this fear cycle, exploring its nuances, implications, and the path forward for marketing departments in the era of AI. Key Takeaways: •Understanding the Fear Cycle: By dissecting the psychological and emotional responses triggered by the advent of AI in marketing, attendees will gain a deeper understanding of the underlying fears that hinder organizational change. Recognizing the fear of loss, anxiety about expertise, and apprehension towards unfamiliarity as key drivers, marketers can better navigate the turbulence of change management. •Embracing Continuous Learning and Adaptation: As AI reshapes traditional roles and processes, the notion of expertise undergoes a fundamental shift. Attendees will learn the importance of fostering a culture of continuous learning and adaptive expertise, wherein executives and marketers embrace uncertainty and prioritize strategic questioning over claiming mastery. This shift in mindset enables organizations to stay agile and responsive in the face of evolving technological landscapes.•Challenging Norms and Fostering Innovation Through Courageous Inquiry: By daring to ask the right questions and challenging entrenched norms, marketers can pave the way for transformative change within their departments. Attendees will be encouraged to confront traditional paradigms, such as the necessity of certain roles like the CMO, the efficacy of RFPs, and the inefficiencies in billing practices. Through courageous inquiry and a willingness to embrace discomfort, organizations can unlock new possibilities, driving innovation and staying ahead of the curve in the marketing department of tomorrow.

Riding the Wave of AI Disruption - Navigating the AI Fear Cycle in Marketing ...

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The countdown to the end of third-party cookies has begun in Google Chrome, and the impact will be big for those reliant on them for data collection. Are you ready? Check out the experts from CallRail and Workshop Digital as we dive into the impending changes driven by Google Chrome's upcoming phase-out, and how you can navigate the challenges of a post-third-party cookie world. You’ll learn: - What the death of third-party cookies means for your current marketing strategies. - What marketers should be doing to prepare for these changes. - Strategies for success and the importance of utilizing marketing tools with zero- or first-party cookie collection. Watch Ryan Johnson and Andrew Miller as they explore the differences between third- and first-party cookies, analyze the profound implications of this transition for marketers, and introduce innovative solutions and strategies for what you should do next. If you’re reliant on third-party data and want to unlock the secrets to navigating a world without third-party cookies, then this webinar is for you. Stay ahead of the game with the best marketing tools and ensure your tactics are primed for success in this new era of digital marketing.

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HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]

1. #INBOUND14 How to create landing pages your prospects can’t resist. NitiShah Conversions and Nurturing Specialist, HubSpot

2. • Funnel marketer • New England Patriots fan • Motto: GSD @NitiFromBoston NitiSHAH

3. #INBOUND14 Landing pages… Utterly fascinating.

4. #INBOUND14 … OMG

5. 1 Offer something enticing 2 Optimize your landing pages 3 Create a conversion path 4 A/B test your landing pages YOU’LL LEARN HOW TO:

6. #INBOUND14 Wait, wait, wait... what’s a lead?

7. #INBOUND14

8. #INBOUND14 1 What to Offer

9. #INBOUND14 What do people want from you? • Value

10. #INBOUND14 What do people want from you? • Value • Relevance

11. #INBOUND14 What do people want from you? • Value • Relevance • Timeliness

12. #INBOUND14 What do people want from you? • Value • Relevance • Timeliness • Uniqueness

13. #INBOUND14 What can you give to site visitors? • Ebooks • Guides • Checklists • Templates • Kits • Live webinars • On-demand webinars • Free tools • Free trials • Product demos • Free consultations • Coupons • Slideshows & presentations • Case Studies

14. #INBOUND14 2 Landing Pages

15. #INBOUND14

16. #INBOUND14

17. #INBOUND14 1 Header  Logo  Phone number  No navigation

18. #INBOUND14 2 Headline  Say what it is  Begin with hook  Don’t use fluff

19. #INBOUND14 3 Subhead  Include benefit  Personalize

20. #INBOUND14 4 Copy  Avoid dense paragraphs  Use bullet points  Bold key points

21. #INBOUND14 5 Image  Alwaysinclude an image  Make it vibrant  Mobile-optimize

22. #INBOUND14 6 Form  Begin with CTA  Right # of fields  Privacy policy  Change “submit”

23. #INBOUND14 Nosuper-fancy designs or CSS Nonavigation or external links Nosocial sharing icons That’s it.

24. #INBOUND14 Keep it simple.

25. #INBOUND14 3 How to Run A/B Tests

26. #INBOUND14 1 Find problem areas on your website Landing Page Views Submissions CVR Ebook 6,000 400 13% TipSheet 5,500 2,000 36% Template 7,100 2,700 38%

27. #INBOUND14 2 Choose test: Incremental vs. Drastic

28. #INBOUND14 2 Choose test: Incremental vs. Drastic

29. #INBOUND14 3 Choose A/B testing software

30. #INBOUND14 3 Choose A/B testing software

31. #INBOUND14 3 Choose A/B testing software

32. #INBOUND14 4 Implement test and WAIT

33. #INBOUND14 5 Get results and declare a winner!

34. #INBOUND14 5 Get results and declare a winner!

35. #INBOUND14 4 Real A/B Test Results

36. #INBOUND14 Incremental Test #1 Smart Content

37. #INBOUND14 Conversions increased 19%

38. #INBOUND14 Incremental Test #2 Navigation & Links

39. #INBOUND14 vs

40. #INBOUND14 Conversions increased 2%on TOFU pages... ... and 22%on MOFU pages.

41. #INBOUND14 Incremental Test #3 “Ebook” vs. “Guide”

42. #INBOUND14 vs

43. #INBOUND14 “Ebook” had a 15% higher CVR in this test... ...but had an 8% lower CVR on another.

44. #INBOUND14 Incremental Test #4 Personalization

45. #INBOUND14 vs

46. #INBOUND14 Conversions increased 2-4%

47. #INBOUND14 Incremental Test #5 Animated images

48. #INBOUND14 vs

49. #INBOUND14 Conversions increased 11%in this test...

50. #INBOUND14 vs

51. #INBOUND14 But CVR decreased 15%in this test.

52. #INBOUND14 Drastic Test #1 Layout, copy, image

53. #INBOUND14 Conversions increased 303%

54. #INBOUND14 Drastic Test #2 Slide-in calls-to-action

55. #INBOUND14

56. #INBOUND14

57. #INBOUND14 The slide-in CTAs had a 192% higher click-through rate, and increased lead gen by 27%.

58. #INBOUND14 Drastic Test #3 Thank-you page layout

59. #INBOUND14 Conversions increased 125%

60. #INBOUND14 Key Takeaways • You may not get the same results on all of your landing pages. • Drastic tests have more potential to make a bigger impact. • Don’t be afraid to fail.

61. #INBOUND14 QUESTIONS ?

62. #INBOUND14

HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]

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