Create landing pages that enhance the customer journey and optimize your inbound marketing and content marketing efforts to end in conversions.

1. Landing Pages That
Stick
Increasing Traction for Your Inbound Marketing

2. A lot of time and money is
spent driving traffic to landing pages.
Pages that often bounce traffic or
don’t convert the way we expected.
What can we do to make our landing
pages continue the investment
we’ve made?
Lets take a look…

3. What’s up with landing
pages lately?
A lot of landing
pages have become
overly templated -
lacking creativity or
thoughtfulness.
We need to focus on
landing pages that
enhance the visitor’s
experience and begin a
customer journey that
ends in conversions.

4. Create landing pages that stick
using 5 W’s and an H
W Who
W
W
W
W
H
What
Where
When
Why
How

5. Who
Who is this landing page content for and do
you already know them?
Are they:
Existing customers
Sales leads
Former users
Unknown prospects
Referrals

6. Who
Take the time to research the topics, keywords, and
phrases your audience is using to find you. Make sure
to include these keywords, topics, and phrases throughout
your landing page content.
Tip: Your landing page can’t be everything to everyone. Target
landing pages to specific audiences. The page you create should take into consideration
the mindset of the audience it is targeted to attract.


7. Unsure where to start?
We’ll walk you through it:
molly@ginzametrics.com
Who
Consider grouping audience members into persona
groups, and grouping the content targeted to them, in
your analytics platforms so that you can
segment data easily.
You’ll also be able to track the progress of your
campaigns, audience, & subscriber growth more
effectively this way.

8. What What content will keep my
visitors on the page?
Whatever the content is, it should fulfill
the promise you made that inspired
them to click in the first place.
If you offered them an ebook,
whitepaper, free trial, coupon, etc. be
sure to give it to them once they’ve
clicked. Asking them to jump through
additional hoops will only cause
distrust between your brand and your
audience.

9. What
Focus on what your visitor is looking for at the time of the journey. Make
sure that the offer matches where they are in their consideration process.
If you’re talking to someone
for the first time:
Consider keeping it to a
few key benefits and let
them choose to learn more.
This is the time to build
trust.
If you’ve got a
relationship with the
audience member:
Think about offering deeper
information with a strong
call to action, like case
studies, white papers, or a
demo.

10. Where
Where is the traffic to this landing page
going to be coming from?
Email
Social media
Event registrations
Referrals
SEO
Other website content

11. Where
Knowing where your traffic is coming from keeps your visitors moving along
the journey you have designed for them.
The mindset of your visitor will vary depending on where they have already
been in their journey to your product. The trick is to avoid bouncing
visitors because you have set up too many barriers to engagement.
Tip: If your visitor is coming from an email send, you already have
their information - don’t ask for it again in a form. Instead, focus on collecting new
information or getting them to attend a webinar, download an asset, etc.


12. *
Where
When you drive traffic from a number of places, be sure to account for how the
customer journey will be experienced from each starting point, such as:
Organic search
Social networking
Advertising
Email marketing
Other content from your site
Contributed content
Native advertising
Partner websites / referrals
Account for what information was already shared at each starting point so the
experience feels seamless.
Consider having a separate journey or page for items that are forwarded to a colleague
or friend - as trying to drop a new audience member directly into the middle of a
journey may not create the best conversion opportunity.

13. When
When should I use gated content?
Getting email addresses from
people wanting to access your
gated content is fine, as long
as there is a payoff for giving
up the information. This
means a payoff the audience
feels is worth it, not something
you think they like - so
do your research.

14. When
If you’re having a tough time convincing users to give up
their info, try to build trust using the following:
• Create a preview of a few pages of an ebook - maybe the first
chapter doesn’t require any gated information.
• Provide a synopsis of what they’ll be gaining, including at least
two key, useful things they’ll learn / gain by signing up.
• Offer to send the next piece of collateral automatically, and tell
them what it is so they’ll know it’s also something of value.

15. Why
Why are visitors coming to your page?
It is vital to know why someone chose your
content. This means knowing what’s working
about the channels that are driving them to the
landing page so that the landing page can
mirror that need.

16. Why
To better understand why people are choosing your
content, take a look at the following:
• Matching the keywords that drive traffic to the content they’re ranking for
- this will tell you specifically for each piece of content, what keywords are
resonating with your audience.
• Understanding top performing content by audience segment - consider
setting up content groups so that you can see which content resonates with
each type of persona you’re working on.

17. How
How do I design a good landing page?
If you’re sticking to a template - ask yourself if the template
does at least one (hopefull all) of the following:
✓Enhances the visitor’s experience
✓Increases conversions
✓Furthers the relationship

18. How
Enhance the visitor’s experience by making the
landing page free of clutter, visually
appealing, and easy to navigate.
Think about whether or not you’d want to spend
time on the landing page. Is there a place for
your eyes to rest? Does the color palette
complement the message?

19. How
Increase conversions by including for
only one call to action
and fulfilling the promise
of why they came in the first place.
Imagine seeing a car ad, showing up at the
dealership, and there are no cars. Or being told
about the cars, then sent to another location to see
the cars, and a different location to test drive.
Frustrating, right?

20. How
Understand which CTAs your audiences are clicking on most
frequently when they convert.
Button, inline text, bottom right corner? Experiment with CTA
types and placement on the page, as well as wording.
Are the highest performing CTAs different for different
audience personas? Some audiences respond better to a
value expressive CTA such as “Learn More Here” while others
are more likely to click on a direct “Go Now” button.

21. Questions?
Give us a shout:
molly@ginzametrics.com
@ginzametrics
!
✉
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