The document discusses ways to innovate landing pages through more interactive content experiences. It provides examples of interactive content like quizzes, calculators, assessments and interactive eBooks that can be used for lead generation. Marketers are already using interactive content on landing pages and seeing success, with some experiences generating up to 4x more conversions. The document advocates testing more immersive and interactive content on landing pages to better engage and convert visitors.

1. Boost your results with
innovative landing pages

2. A brief history of the
landing page
The problem with
landing pages
New ways to innovate
on your landing pages
Examples and case
studies
what’s inside

3. A brief history
of the landing page

4. In the Beginning…
Web visitors went to
websites to learn or to
read or to explore.
Landing pages worked
to get lots of hits and
eyeballs to a site.

5. How can we get more visitors to take action on our site?
Smart Marketers Woke Up…
VS 99%
1%

6. Enter the Landing Page
• Pay-per-click
• Display and affiliate
traffic
• Landing page
optimization for
organic traffic
Landing pages work
particularly well for:

7. Purpose of a Landing Page
LAND TAKE ACTION CONVERT

8. “Landing pages are not
wandering generalities.
They are specific, measurable
offers. You can tell if they’re
working or not. You can
improve the metrics and make
them work better. Landing
pages are the new direct
marketing, and everyone...
is a direct marketer.”
- Seth Godin
Seth said…

9. Seth said a landing page can cause one
of five actions:
Get a visitor to click (to go to another
page, on your site or someone else’s).
Get a visitor to give permission for you to
follow up (by email, phone, etc.). This
includes registration of course.
Get a visitor to buy.
Get a visitor to tell a friend.
Get a visitor to learn something, which
could even include posting a comment
or giving you some sort of feedback.
5 Actions

10. 2 Categories of
Landing Pages
• Landing pages for paid
or campaign traffic
• Organic search landing
pages

11. Example - PPC

12. Example - Organic

13. A Marketers Best Friend
Landing pages work amazingly well at converting all types
of traffic to leads and sales.

14. Until they stop working
Conversion Rate
Bounce
Rate

15. A marketers story

16. A marketers story
A
B

17. A marketers story
A
B

18. A marketers story

19. A marketers story
Conversion Rate
Bounce Rate

20. The problem with
most landing pages

21. Diminishing Returns
Headline
Subhead
CTA
Bullets
Video
Form
Hero
Imagery

22. 1. The chasm from
click to conversion
The chasm between
landing and conversion
is too great to expect a
user to land and convert
instantly.

23. 2. User Expectations
MOBILITY UTILITY CONTENT
OVERLOAD

24. 3. Undifferentiated
Once you have seen
one landing page
haven’t you seen
them all?

25. Forrester Research identifies 3
types of customer perceptions
that a digital experience must
align with:
1. ENJOYABLE
How enjoyable were they to
do business with?
2. EASY
How easy were they to do
business with?
3. USEFUL
How effective were they at
meeting your needs?

26. A Landing Page Should be
RELEVANT FOCUSED DIRECTIONAL
Specific to the ad
or message the
visitor clicked on.
Without extraneous
content, navigation and
calls to action,
singularly focused on a
single offer or topic
Indicating, both
visually with content
and calls to action,
what action the
visitor should take

27. • Chasm from click to
conversion
• Undifferentiated
• Not aligned with modern
user expectations
Problems with the
Typical Landing Page

28. New ways to innovate on
your landing pages

29. Wide variety of formats
Educational
Differentiated
Modern
Interactive
Landing Pages

30. Where and how
you use forms

31. Example - PPC

32. Lead Gen Gates
D&B allows some chapters to be
accessible by visitors while others
utilize a gate to access content.

33. Lead Gen Gates
Some results page that shows
some results, but also has a call
to action to get the complete
results.

34. Lead Gen Gates
Gating the results.

35. “Upsell”
You can provide optional content,
behind a form, for related topics.

36. Result Pages

37. Optional
The anti-gate — an optional call
to action to complete a form.
Content Marketing
Innovators
Get your FREE PDF of the
eBook now!
GET THE PDF
First name
Last name
Email
Phone

38. Gated vs Ungated Test
The ungated version drove 33% more leads!
Yes, that’s 33% MORE leads by allowing visitors to freely access
the content and optionally register for the PDF.

39. No more content behind forms!

40. But still capturing leads!

41. microinteractions

42. What is a
microinteraction?
Think of a micro
interaction as the tiny
ways you’ve become
accustomed to as a user
of apps and modern
websites.

43. In 2015, we saw an increase in Swiping
and clicking, Control over seen/unseen
content, Personalization (e.g., location
tools), Microinteractions, Scroll-based
navigation, Video and animation,
Transitions and loop functions. This
shift places more emphasis on
microinteractions, the minutiae of
interactivity: a ding sound when you
send an email, or an animation to draw
attention to a new notification.
Interaction design will only get more
intricate as technology allows, making
this a trend that’s sure to stick around
for a while.”~ The Next Web
“

44. Hover Factoid
75% of sales want data on barriers to buying
But only 14% are currently getting the data
Hover factoid

45. Hover Reveal

46. 50
%
Interactive elements like this can boost
engagement more than 50%.
Microinteractions

47. Use Variety of Experiences

48. Interactive Content:
Browser-based digital content
experiences designed for visitor
participation
Interactive content typically includes a
feedback loop in which the outcome
of the experience is directly impacted
by the interaction of the visitor.

49. Interactive Content
Experiences:
• Quizzes
• Calculators
• Assessments
• Interactive Infographics
• eBooks
• Interactive White
Papers
• Contests
• Solution Finders

50. Marketers are already using
interactive content for lead gen

51. Interactive Content for
Lead Generation & Conversion
53% of content marketers
use interactive content.
And a primary goal is lead
generation/conversion.
53%

52. Note: Multiple Responses permitted.
Educating the audience ……………………….………… 75%
Engagement ……………………………………………….. 59%
Lead generation/top of funnel …………….…………… 58%
Create brand awareness …………..……………………. 57%
Conversion………………………………………….……… 49%
Social media/community engagement ……….………. 41%
Lead nurturing/mid-funnel ……………………….…….. 33%
Customer retention/loyalty………………..…….………. 31%
Storytelling ………………………………………..……….. 31%
Sales/sales enablement ………….…………….….…….. 28%
Other reasons ……………..………………………..…….… 4%
Reasons Interactive Content Used
in Content Marketing

53. Marketers are already using a
wide variety of experiences

54. Types of Interactive
Content Used
Assessments …………………………………….54%
Calculators .......................................................52%
Contests ...........................................................50%
Quizzes .............................................................48%
Interactive infographics …………………….….44%
Interactive eBooks ………………………………38%
Interactive white papers ……………………..…27%
Configurators .…………….……………..……… 26%
Games ………………………………………….… 24%
Wizards ……………………………………………17%
Interactive lookbooks ………………………..…15%Note: Multiple Responses permitted.

55. Marketers are already using
interactive content on their
landing pages

56. Places Where Interactive Content
is Used as a Marketing Tactic
Landing pages ……………………………………………. 64%
Social media platforms ………………………….………. 51%
Microsites …………………………………..……………… 46%
Blogs …………………………………………….……..…… 45%
eNewsletters ………………………………..……………… 38%
Corporate home page …………………………………….. 34%
Paid content promotion services …………….………….18%
Other places …………………………………………….…… 6%
Note: Multiple Responses permitted.

57. Innovating Your
Landing Page Works

58. Comparing interactive to passive content, interactive
content is somewhat or very effective at...
educating the buyer
70%
INTERACTIVE CONTENT STATIC CONTENT
93%
VS

59. Comparing interactive to passive content, interactive
content is somewhat or very effective at...
differentiating from competitors
55%
INTERACTIVE CONTENT STATIC CONTENT
88%
VS

60. Comparing interactive to passive content, interactive
content is somewhat or very effective at...
generating conversions
36%
INTERACTIVE CONTENT STATIC CONTENT
%
70%
VS

61. 4XConversions
Purchasing power drove
4 times the number
of e-commerce
conversions.

62. 7.5-10
Increase in
Leads through
education
%
Interactive White Paper

63. 36Increase in
Conversions
21Increase in
Site Visits
%
%

64. I prefer more interactive/visual content that
I can access on demand.“
”~ Demand Gen Report’s 2015 Content Preferences Survey
Interactive content is what buyers want
91%

65. Quite simply, it’s
a not a question
of whether
companies should
use interactive
content but rather
how soon they
should start.
“
”~ Content Marketing Institute

66. Thank You
info@ioninteractive.com
twitter: @ioninteractive
atalerico@ioninteractive.com
twitter: @annatalerico