Peep Laja - 20 Things to Remember about Landing Pages and Lead Generation

1. 20 Things to Remember
About Landing Pages and Lead
Generation
Peep Laja, CXL

3. Relevant Traffic
Landing Page
Lead Nurturing
High
Quality
Leads

4. Why do we need
landing pages?

5. Goal

6. Audience

7. Measure

8. • Goals set up in Google
Analytics
• Event tracking for all the
actions
• Always use UTM tags for
campaign links

10. • Unbounce
• Leadpages

11. 1.
You need a
proper value
proposition

12. A value proposition is a promise
of value to be delivered.
It’s the primary reason a prospect
should buy from you.

13. You want to nail the niche
with your offer.
It should speak to a specific
audience.

14. Where am I?
What can I do here?
Why should I do it (here)?

20. 2. You need to
have scent

29. 3.
First
impressions
matter. Use
good design

30. It takes about 50
milliseconds (that’s 0.05
seconds) to form an opinion

31. What makes good web design?
• Low visual complexity
• High prototypicality

34. 4. Add credibility

38. Source: https://conversionxl.com/research-study/trust-seals/

40. Don’t make a
testimonials / case
studies page. Show them
in context!

41. 5. Follow the
thought
sequence of
your prospects

46. 6.
Use bespoke
imagery. Avoid
cheesy stock
photos.

54. 7.
User-centric
copy. What’s
in it for me?
No !, no ALL CAPS

60. 8.The right
amount of copy

61. 1. How expensive is the
offer?
2. How complicated is
the offer?

66. 9.
Needs to work
properly on all
devices
and browsers

70. 10.
Focus on
real actions,
not social
sharing

73. 11.
Make your
CTA finish
the sentence
“I want to…”

76. 12.
Evaluate the
up-front
commitment

78. Buy now
vs
Add to Cart

80. Start with a nibble
Sometimes the best way to get the sale is
to initially avoid it

82. 13.
If sales is
involved, get
the right leads
with the right
info

83. How many form
fields is optimal?

86. No self-
service,
only demos

88. If you take phone
calls, you need call
tracking

89. 14.
Get to
attention ratio
1:1

90. ✓
✓
✓
✓
✓
✓
✓
✓
✓
✓
✓ ✓ ✓ ✓ ✓ ✓ ✓
✓
✓ ✓ ✓ ✓

91. 1:1?
✓ 23 above the fold
✓ Over 50 on the whole
page

93. Lead gen
truths

94. 15.
Focus on
exceptional
content

95. • Blog like your life depended on it
• Podcast, YouTube etc
• Produce 10x guides about most-wanted
content in your niche

98. 16.
Prominent
CTAs on your
site. The more
the better

106. 17.
Live chat is
great for sales
and customer
development

110. 18. Send emails to
your list

111. If you have an email list:
• Email at least once a week
• Add tons of value before asking
for a sale
• Make them look forward to your
emails

112. If you have drip campaigns
• Send behavior-based emails
rather than time-based
• Avoid over-emailing
• Use in-app messages

113. 19.
Use webinars,
they still work

116. 20.
Prioritize
time-to-value

118. peep@conversionxl.com
Q&A time!