http://www.pointit.com - This presentation examines best practices for landing pages and conversion rate optimization.

1. Landing Page Success Strategies
Frank Coyle, President, Point It
Howard J. Sewell, President, Connect Direct
July 22, 2009

2. Webinar Logistics
• Event is being recorded
• Email with link will be sent out later this week
• Ask questions throughout

3. Presentation Agenda
About Point It
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• $30 MM in managed media,
2008
• PPC & SEO
• 12 team members, 40+ yrs
of SEM experience
• Servicing clients across all
verticals and revenue models

4. About Connect Direct
Presentation Agenda
• Full-service marketing agency specializing in
integrated demand generation and lead
management for high-tech, B2B companies
• 18-year track record developing successful response-
oriented strategies & programs including SEM,
email, content syndication, Webinars, social media,
lead nurturing & lead management
• Offices in Seattle and Silicon Valley
• Clients include Cisco, QlikTech, VMware
• “Top Agency” 2007, 2008, 2009 – B2B Magazine

5. Agenda
Presentation Agenda
• Landing page definition
• 6 basic principles
• Landing page checklist
• Before and after
• Landing page examples
• Tracking conversions
• Landing page roadblocks
• Landing page critiques
• Q&A

6. Definition (Alternative)
Presentation Agenda
• Landing Page is (possibly) your most expensive
salesperson
• All PPC traffic runs through it
• Within 3 seconds it can turn customers on or off
• Train it, just like you would a salesperson
• And keep on “training” it ( = ongoing testing)

7. 6 Basic Principles
Presentation Agenda
• Focus the visitor on one, compelling offer
• Sell the offer, not the product
• Provide a clear, simple, direct, highly visible path to
the desired action
• Minimize or eliminate “escape routes” including any
and all links to the corporate Website
• Provide no more information than the visitor needs in
order to take the desired action
• (PPC) Establish an immediate relevance with the
search term

8. PresentationSimple
Keeping it Agenda
• Does having more than one objective to a landing
page impact its performance (i.e. conversion rates)?
• In two industry studies by a leading research firm, for
an online computer retailer and online publisher,
focusing the landing page on one primary objective
increased conversions by 19% and 65%, respectively*
*2007, Marketing Experiments Research

9. Landing Page (Old)

10. Landing Page (New)

11. Landing Page Checklist
Presentation Agenda
• “Above the fold”
• Eyeflow leads to target
• Eliminate navigation
• Shrink the header graphic if necessary
• Buttons, see them from across the room
• Graphics, clickable, with caption
• Use the footer for essential links (privacy, etc.)
• Keep the footer below the fold

12. Landing Page Checklist
Presentation Agenda
• Testimonials
• 3rd party endorsements
• Awards
• Trust symbols
• Privacy statement and contact us
• Conversion tracking
• Google Analytics Goals & Funnel

13. Landing Page Examples

14. IVT Landing
Page

15. GuardID
Microsite

16. Quova Microsite
– Gateway Page

17. QlikTech
Landing Page

18. Landing Page Tracking

19. Multiple Methods
Presentation Agenda
• Adwords conversion tracking
• Google Analytics
• 3rd party tools: Omniture, WebTrends,etc.

20. Setting Up Goals
Presentation Agenda
• Set up a profile in Google Analytics (GA)
• GA profile can only have 4 goals
• Setup multiple profiles to capture all your LP when
you have more than 4 LPs

21. Landing Page Funnel
Problems!

22. Landing Page Funnel - II
Looking Good !

23. Form Field Drop-off
High
drop-off
at email
address
field

24. Landing Page Roadblocks
Presentation Agenda
• “One-off” mindset
• Lack of resources
• Going through IT
• Sales requesting too many form fields
• Desire to turn LP into “catch all” page
• Solution:
• Nothing gets the attention of senior management
like the funnel (put a dollar figure on the exits!)

25. Landing Page Critiques

26. Credco
Landing Page

27. BarNone
Landing Page

28. Trend Micro
Landing Page

29. Q&A
Frank Coyle, Point It
frankc@pointit.com
Howard J. Sewell, Connect Direct (CDI)
howard@connectdirect.com