how to create landing pages your prospects can't resist [inbound 2014]

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How to create landingpages your prospectscan’t resist.

Niti Shah

Conversions and Nurturing Specialist, HubSpot

• Funnel marketer• New England Patriots fan• Motto: GSD

@NitiFromBoston

NitiSHAH

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Landing pages…Utterly fascinating.

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…OMG

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:

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Wait, wait, wait...what’s a lead?

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1 What to Offer

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What do people want from you?

• Value

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What do people want from you?

• Value

• Relevance

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What do people want from you?

• Value

• Relevance

• Timeliness

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What do people want from you?

• Value

• Relevance

• Timeliness

• Uniqueness

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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

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2 Landing Pages

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1 Header

Logo

Phone number

No navigation

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2 Headline

Say what it is

Begin with hook

Don’t use fluff

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3 Subhead

Include benefit

Personalize

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4 Copy Avoid dense

paragraphs

Use bullet points

Bold key points

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5 Image Always include

an image

Make it vibrant

Mobile-optimize

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6 Form Begin with CTA

Right # of fields

Privacy policy

Change “submit”

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No super-fancy designs or CSS

No navigation or external links

No social sharing icons

That’s it.

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Keep it simple.

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3 How to Run A/B Tests

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1 Find problem areas on your website

Landing Page Views Submissions CVR

Ebook 6,000 400 13%

Tip Sheet 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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2 Choose test: Incremental vs. Drastic

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3 Choose A/B testing software

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3 Choose A/B testing software

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3 Choose A/B testing software

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4 Implement test and WAIT

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5 Get results and declare a winner!

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5 Get results and declare a winner!

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4 Real A/B Test Results

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Incremental Test #1Smart Content

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Conversions increased

19%

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Incremental Test #2Navigation & Links

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vs

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Conversions increased

2% on TOFU pages...

... and 22% on MOFU pages.

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

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vs

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“Ebook” had a 15%higher CVR in this test...

...but had an 8%lower CVR on another.

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Incremental Test #4Personalization

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vs

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Conversions increased

2-4%

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Incremental Test #5Animated images

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vs

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Conversions increased

11% in this test...

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vs

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But CVR decreased

15% in this test.

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Drastic Test #1Layout, copy, image

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Conversions increased

303%

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

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

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Drastic Test #3Thank-you page layout

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Conversions increased

125%

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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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QUESTIONS ?

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