Increasing conversion rates and user engagement on your landing pages does not need to be a daunting activity or require specialized skills. Follow along as Wakefly’s experts take you through five easy tips to create landing page gold. Drive traffic, measure it, remarket to your visitors, and create tangible ROI with every landing page by combining our tips and best practices with the Pardot tool set.

1. Creating!
Landing Page Gold!
Increase Conversion!
and Engagement with 5 Easy Tips!
Jeff Demers!
!
Elevate 2012: The Pardot Users Conference!
October 24, 2012!

2. Agenda!

3. Flood Site with Relevant Traffic!
Use PPC to buy hyper-targeted traffic at
every stage of the buying cycle!
Paid search will accelerate
landing page testing times
and results.!
!
Tight segmentation of PPC
allows for nuanced differences
in ad headlines, continuity of
experience, and more.!

4. Drive Hyper Targeted Traffic!
AdWords Account!
“Marketing Automation Implementation” Campaign!
“Implementation” “Consulting” “Medical Devices”
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Marketing Automation Consulting
Marketing for Med Device
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$1.25! $2.75! $15.00!

5. Quick Fact!
Many B2Bs Can Buy
Thousands of Targeted
Visitors Using PPC!
• Don’t Wait Forever For SEO To Work!
• Take the Guesswork Out Of Keyword
Research!
• B2B Less Competitive Than B2C!

6. Overcome Offer Fatigue!
Visitors Need: !
• Clearly Stated Value Proposition!
• Compelling Copy !!
In the age of informational
overload – clear and compelling
are the principles to guide you!

7. Propel Visitors Deeper !
With limited navigation, what you have needs to be
even more compelling than a conventional page.!
Engagement is a function of
sightlines, copy, and things to do.!
Don’t hide your value behind a
form – some value (teaser) needs
to be up front.!

8. Create Excitement!
Use Two Engagement Points Per Page!
Try: non-password protected content!
! videos!
! infographic!
! or interactive tools!
!
…All teased by compelling content and presentation. !
Calls to action should be synced with!
the very best, most compelling offer you have.!

9. Improve the Visuals!
Increase Conversion Rate By Reducing Text!
Try an!

10. Test the Visuals!
Increase Conversion By Testing Key Elements!
Test all elements! What to Test?!
!
TEST ALL ELEMENTS!
Calls to Action & Offers!
Test all elements Headline Colors!
Form Caps!
Caveat: Once proven that Infographics!
you can drive traffic to
statistical threshold for
relevance, you are ready
for simple A/B or M/V
testing.!

11. Quick Fact!
Testing Visuals Can
Improve Conversion Rate
by 20% or More!!

12. Quick Fact!
Landing Page Videos!
Can Increase Conversion
Rate by 50%!
• Keep Videos Short!
• Animations/Graphics Work Well!
• Customer Testimonials Work Well!

13. Post Conversion Accelerators!
Deliver rich emails post-submission with track-able links and
mentions of decision support content!
From: Awesome Company!
To: Our Valued Customer!
Subject: The Information You Requested!!
Hey there, thanks for your interest in our awesome company!!
Here is the Content Your Requested (Insert Trackable Link)!
Don’t forget your email subject line > this is requested
information! Make sure it gets open and gets read.!

14. Post Conversion Accelerators!
!
Great emails help to continue the conversation and extend the
length of the visit and the number of pages viewed!
!
Great emails get opened first, get read quickly, and then have
trackable click-throughs to requested content!
From: Awesome Company!
To: Our Valued Customer !
Subject: More of the Info You Requested!!
!
Hey there, thanks for your interest in our awesome company!!
!
Here’s a brief summary of what we do, and what we can do for you. We’ll get back
to you soon, but in the meantime, have a look at some great content that can
help you learn more about us. !
!
Click here for some cool stuff!!

15. More Email Tips!
• Email the offer/download with the link from the person who
will be following up & set expectations on the landing page!
• Track closely those that have not opened the email or clicked
on the link for future follow-up!
• Try selective remarketing campaigns to warm visitors that
have already converted!
From: Awesome Company!
To: Our Valued Customer !
Subject: More of the Info You Requested!!
!
Hey there, thanks for your interest in our awesome company!!
!
Here’s a brief summary of what we do, and what we can do for you. We’ll get back
to you soon, but in the meantime, have a look at some great content that can
help you learn more about us. !
!
Click here for some cool stuff!!

16. Thank You Page!
Make Your Thank You Page Experience!
Rich and Compelling!
!
A Springboard for Additional Engagement!
Case Studies! Video! Links to Deep
Content!

17. Quick Fact!
Increase Pardot Lead
Scores by 20–50%!
• Post Thank You Emails with Links!
• Deep Links to Decision Support!
and Credibility Content!
• Points of Engagement!
on the Thank You Page!

18. Leverage Data for Performance!
Be sure to leverage real web analytics data
to measure landing page performance!
Without the proper data, conversion tuning is impossible. Avoid
decisions that are not based on good data.!

19. Build. Drive. Automate.!
Find success with
great landing pages.!
Jeff Demers!
!
jdemers@wakefly.com!