how to create landing pages your prospects can't resist [inbound 2014]
DESCRIPTION
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.TRANSCRIPT
#INBOUND14
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
#INBOUND14
Landing pages…Utterly fascinating.
#INBOUND14
…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:
#INBOUND14
Wait, wait, wait...what’s a lead?
#INBOUND14
#INBOUND14
1 What to Offer
#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 Landing Pages
#INBOUND14
#INBOUND14
#INBOUND14
1 Header
Logo
Phone number
No navigation
#INBOUND14
2 Headline
Say what it is
Begin with hook
Don’t use fluff
#INBOUND14
3 Subhead
Include benefit
Personalize
#INBOUND14
4 Copy Avoid dense
paragraphs
Use bullet points
Bold key points
#INBOUND14
5 Image Always include
an image
Make it vibrant
Mobile-optimize
#INBOUND14
6 Form Begin with CTA
Right # of fields
Privacy policy
Change “submit”
#INBOUND14
No super-fancy designs or CSS
No navigation or external links
No social sharing icons
That’s it.
#INBOUND14
Keep it simple.
#INBOUND14
3 How to Run A/B Tests
#INBOUND14
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%
#INBOUND14
2 Choose test: Incremental vs. Drastic
#INBOUND14
2 Choose test: Incremental vs. Drastic
#INBOUND14
3 Choose A/B testing software
#INBOUND14
3 Choose A/B testing software
#INBOUND14
3 Choose A/B testing software
#INBOUND14
4 Implement test and WAIT
#INBOUND14
5 Get results and declare a winner!
#INBOUND14
5 Get results and declare a winner!
#INBOUND14
4 Real A/B Test Results
#INBOUND14
Incremental Test #1Smart Content
#INBOUND14
Conversions increased
19%
#INBOUND14
Incremental Test #2Navigation & Links
#INBOUND14
vs
#INBOUND14
Conversions increased
2% on TOFU pages...
... and 22% on MOFU pages.
#INBOUND14
Incremental Test #3“Ebook” vs. “Guide”
#INBOUND14
vs
#INBOUND14
“Ebook” had a 15%higher CVR in this test...
...but had an 8%lower CVR on another.
#INBOUND14
Incremental Test #4Personalization
#INBOUND14
vs
#INBOUND14
Conversions increased
2-4%
#INBOUND14
Incremental Test #5Animated images
#INBOUND14
vs
#INBOUND14
Conversions increased
11% in this test...
#INBOUND14
vs
#INBOUND14
But CVR decreased
15% in this test.
#INBOUND14
Drastic Test #1Layout, copy, image
#INBOUND14
Conversions increased
303%
#INBOUND14
Drastic Test #2Slide-in calls-to-action
#INBOUND14
#INBOUND14
#INBOUND14
The slide-in CTAs had a 192%higher click-through rate, and increased lead gen by 27%.
#INBOUND14
Drastic Test #3Thank-you page layout
#INBOUND14
Conversions increased
125%
#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.
#INBOUND14
QUESTIONS ?
#INBOUND14