Are your landing pages the place where good leads go to die? Turn those leads into conversions! When your landing page content matches your customers’ intent, conversions will follow.

1. Landing Page Optimization:Matching Content to Intent Landing Page Optimization: Matching Content to Intent b2bexpertseries.com

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4. Hosted by: Bill Barnes VP Business Development,Mediative Guest speaker: Ian EverdellUsability ConsultantMediative b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

5. What is the intent of your customer? b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

6. What is the intent of your customer? What is the objective of the landing Page? b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

7. What is the intent of your customer? What is the objective of the landing Page? Is there a Clear Path to get there? b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

8. What is the intent of your customer? What is the objective of the landing Page? Is there a Clear Path to get there? Do you have control or does IT? b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

9. What is the intent of your customer? What is the objective of the landing Page? Is there a Clear Path to get there? Do you have control or does IT? Are you testing? b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

10. What is the intent of your customer? What is the objective of the landing Page? Is there a Clear Path to get there? Do you have control or does IT? Are you testing? Are you testing? b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

11. What is the intent of your customer? What is the objective of the landing Page? Is there a Clear Path to get there? Do you have control or does IT? Are you testing? Are you testing? Are you testing? b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

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26. 56% clicked “Apparel”

27. 12% clicked “Shop glassware”;

28. 88% clicked “Apparel”b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

29. The Difference Intent Makes Focused Task General Research b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

30. The Fastest Path b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

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34. “Digital Cameras” b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

35. “Digital Cameras” b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

36. What to Test? Testing is as much art as it is science There are no “wrong” things to test Anything you think might affect the conversion rate b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

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39. This is the home page of the website Navigation might distract customers Content is company-focused Social proof not on landing page Conflicting calls to action Is this a valuable offer? b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

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41. Relevant headline Benefits overview Valuable offer stands out Simple form Obvious call to action Professional-looking design b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

42. Best Practices & Testing Suggestions Don’t pay to send qualified traffic to a generic page Targeted messaging, images, and calls to action Secondary calls to action and navigation Social proof, testimonials, trustmarks Forms Multimedia Layout, look & feel b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

43. Which Landing Page Won? A B b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

44. 18% more conversions A b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

45. How To Test A/B testing– innovation Multivariate testing – iteration Versions must run simultaneously Platforms Google Website Optimizer Webtrends Optimize OmnitureTest&Target LiveBall Optimost SiteSpect Unbounce Performable b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

46. How Long To Test Depends on traffic Enough to reach statistical significance At least one “cycle” b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

47. When To Test All the time Doesn’t need to be a big investment of time or money to get started Monitor and learn so you’re constantly improving b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

48. Hosted by: Bill Barnes SVP Business Development,Mediative Guest speaker: Ian Everdell Usability Consultant Mediative Q&A b2bexpertseries.com Landing Page Optimization: Matching Content to Intent

49. Thank you To start optimizing your current landing pages contact: Tanya.Harvey@enquiro.com 1.800.277.9997 ext 214 www.enquiro.com b2bexpertseries.com Landing Page Optimization: Matching Content to Intent