personalized landing pages for multi-channel campaigns using lightweight marketing automation
DESCRIPTION
Boingnet CEO Dennis Kelly, on behalf of Agile Education Marketing presented "Landing Pages, the Key to Higher Conversion" where he describes what landing pages are, why they are useful, the 3 most common types of landing page, and what makes landing pages successful or not. Included in the review is an overview of URL naming, showing the differences between "Friendly" and "Unfriendly" URL's and also the new trend in email marketing, Personal URL's or pURL's. Personalized content on landing pages can now easily be created with marketing automation platforms that generate pURL's with content that can be defined by variables. A discussion of the multi-channel and cross-channel nature of landing pages is next, and how marketers are discovering that the same attributes that have lead to extensive usage for online PPC and SEM campaigns make landing pages for offline campaigns great solutions. A discussion of why Home Pages aren't landing pages ensues, with a Super Bowl commercial featuring Samuel L Jackson involved. Finally, Dennis reviews several submitted landing pages and points out the strengths and weaknesses of the approaches used, and how Boingnet would think about modifying the page to optimize the landing page conversion metrics.TRANSCRIPT
E-mail • Direct Mail • Digital Marketing • Sales Tools • Funding Data • Creative Services
May 22, 2014
Landing Pages: The Key to Higher Conversion
Today’s Speaker Dennis KellyCEO
Use the Chat Panel for questions, or
Tweet questions & comments #landingpagequestions
www.boingnet.comwww.boingnet.com/blog
Today’s Talk
• Landing Pages – What are they and why are they important?
• Landing Page 101 – The Fundamentals• Landing Page Review – Submitted Landing
Pages critiqued• Q&A
What is a Landing Page?
• Web Page Designed to Convert
• Clear & Consistent Headline & Subhead
• Single Call To Action• “Message Match”
Why use them? The Numbers Don’t Lie
• Landing Pages Convert
• Closed Environment• Speed & Cost• Measurable• “Liquid” vs. “Locked
Down”
A Quick Word on 3 URL types
Unfriendly!
Friendly URL
Personal URL or pURL
3 Types of Landing Pages
• Click-Through LPo Friendly URLo Designed to facilitate
clicko Single & easy to find
CTA
3 Types of Landing Pages
• Lead Generationo Friendly URLo Highlighted
Formo Offer of
Value
3 Types of Landing Pages
• Personalizedo pURL and Friendlyo Profile driven contento Can be form or click-
through based
What are they used for?
• Selling – ecommerce
• Lead Generation • Lead Nurturing • Events• Promotions/Sales• Product/Service
Launches
Landing Pages 101
• Home Pages aren’t Landing Pages• Message Match – How to keep your job• Landing Page Channels & Examples
Your Home Page Isn’t a Landing Page!
▪ Multiple Messages
▪ 7 Calls to Action• Designed to help
you navigate• Designed for
SEO
Home Pages vs. Landing Pages
• Convert vs. Navigate
• Single CTA vs. Many CTA’s
• Designed to Convert vs. designed for SEO
Message Match – Super Bowl Ad
Message Match – Quicksilver Card?
Landing Pages are Multi-Channel
• Onlineo SEM/PPCo Display Adso Social
• Email Marketing• Offline
o Direct Mailo TV/Radio/Print Ads
Online Channels – Lead Generation
Email Marketing – Selling & Nurturing
Offline Marketing – Direct Mail
Personalization & Relevancy
• 100%-300% higher conversion vs. control (DMA)
• Profile Driven Content
Most Important Channel - Mobile
• 20-50% of Landing Page Traffic Mobile
• Smartphone & Tablets
• 300% higher conversion
The New Mobile – Responsive Design
• Build Once – run anywhere
• One set of code• Automatically
resizes for desktop, tablet & smartphone
Thank You Pages – Nice & Smart
• Good Manners!• 2nd CTA’s
o Socialo Newslettero Suggested Content
Landing Page Reviews
• 4 submitted landing pages• A range of types & styles
Landing Page Review Time! 12 Nav Links
2 Headlines, 2 CTA’s Fighting for Attention
DICOER - Before
Pretty Good, Friendly URL
DICOER – After
EduGuide – Click-through LPSimple, Friendly URL
No Nav or CTA Distractions
Clear Call to Action
Redesign?
Curriculum Associates – Click Thru with Geo Personalization
Friendly URL
Light-box pop upSimple, clear & helpful
Strong Headline
Nice CTA button!
Kill or push down the Footer content
A Quick Word on Boingnet
Lightweight Marketing Automation
Landing Pages, Microsites, Email, Text & Direct Mail Campaigns
Thank You! Time for Q&A
Questions for Dennis? Send them Using the Chat Panel
Dennis KellyCEO, Boingnet
t: 781.421.6291 e: [email protected]: www.boingnet.com