Complete Guide to Successful Landing Pages

as low as never seen The Complete Guide to Successful 88 e this over 20 pages o valuable int TV Questons to Arwwer When Bn Dample Sales Process Anatomy of a Marketing Autonmation Solution - MarketingAutomation Functionality Cher Marketing Automation Comparison Chart 30 GMAC LANDING PAGES ARTED Limited T Please out the fom below to have the whie paper emaled 1 lability Nowl rATU-verse is a Better TV Experience. LANDING PAGES For B2B marketers with long, complex sales cycles, landing pages are an essential tool for generating new leads. However, despite being very straight forward tools, landing pages are rarely optimized to their full potential. The typical landing page loses over half of it's visitors immediately. This leaves a company with only a tiny portion of visitors being converted to leads. So how do you not only keep visitors on your page, but successfully convert them into leads? LOST THEM AT HELLO NOT THAT INTO YOU SUCCESSFUL CONVERSION OPTIMIZE (AND CONVERT) DESIGN FORMS VALUE ANALYZE Keeping the look and feel of a landing page consistent with your brand will help capitalize on familiarity and perceived value. Forms can make a Users have to be Perfecting a landing enticed to provide their information. page can take numerous tweaks and revisions. Spend time finding out what works and adjust accordingly user uncomfortable. Creating forms with the user in mind helps minimize this feeling and maximize lead generation. Providing an appropriate incentive will dramatically increase conversions. DESIGN & LAYOUT A All branding, colors, and styles should be consistent with the full website. BA call to action and value proposition should be clearly visible to visitors. pJardot BUYERS GUIDE When you only have Buyers Guide a few seconds to capture a prospects interest, a well thought out and optimized layout C Forms should be simple, easy to complete, and displayed prominently. D Navigation away from or around a landing page should not be provided. DOWNLOAD can make all the difference to a pages success or ailure. LESS IS MORE VALUE PROPOSITION FORM CALL TO ACTION It should be immediately A short paragraph or list stating the value in providing information provides a clear One prominently displayed form prevents any confusion for the user on how to clear to visitors which action a company would like them to take. incentive to visitors. complete your call to action. FORM ESSENTIALS ESSENTALS LIMIT YOUR GET THE - FIELDS Minimizing the number of The information First Name fields will aid in collected by a completion. Last Name* form should be Although simple, the structure of a form valuable and Email EMAIL - DELIVERY relevant to a Company* effects a visitors specific goal. perceived notion of value, risk, and even credibility. DELIVER VIA EMAIL Sending an offer via email instead of a redirect helps you begin to build a relationship. IS THE OFFER: PROVIDE VALUE RELEVANT? VALUABLE? TIMELY? Is it something a potential client would be interested in? Does it Does it provide a direct benefit to a potential client? Does it help them reach a goal or improve Is it appropriate for that stage in the sales cycle? Does it help move a prospect closer to buying? A landing page must offer the right pertain to the appropriate industry and space? their situation? incentive to be successful. CREATE VALUE CREATE VALUE CREATE VALUE A prospect's needs change constantly. Target consumers SPECIALS It always comes REWARD Visitors need to feel like they have made the right decision TARGET down to the bottom line, and providing in providing their information. Provide them with something that will reward them and keep them coming back. more effectively by developing a wider variety special pricing or promotions can be an easy way to convert leads and keep visitors coming back to a site. of content for different phases of the buying cycle. SALE ANALYZE & REVISE IDENTIFY KEY METRICS CONTINUALLY REVISE & ADAPT • Visits • Conversions • Downloads Tracking usage statistics and adjusting strategy are key to achieving landing page SET GOALS Landing pages should always be designed with a specific purpose in mind. Explicitly stating goals and determining how they will be measured will make it much easier to monitor the success of a landing page. Industries and users are ADAPT constantly changing and a landing page strategy needs to keep up. If a landing page is not performing, it may be time to make success. a change. VISIT WWW.PARDOT.COM FOR MORE INFORMATION ON LANDING PAGES AND OTHER MARKETING TOOLS pard ardot marketing automation