As a marketer, you are likely on an endless search for tricks, tips, and best practices that will improve your conversion rate in both online and offline marketing campaigns. Savvy marketers know that few efforts return results better than those gained through the implementation of targeted or dedicated landing pages. If you’ve yet to put this great tool to the test, it’s time you did, and for good reason.

1. Targeted Landing Pages
Using web pages to improve marketing conversion rates.

2. This slide deck is for you, if:
Spider Trainers is a  You are a marketing department of 0 to 100.
network of more
than 80 experts in  You want to improve the conversion rate of your
email development, marketing campaigns.
web development,
 You want to learn about design tips for creating your
search-engine
optimization, landing pages.
analytics, graphic  You want to learn about testing, tracking, and tweaking
design, ad creation,
your landing pages.
multimedia creation,
social media  You wan to learn about campaign source tracking.
postings, writing,
 You need creative services help in developing targeted
and editing. We can
help you. landing pages.

3. Chapter 1
Golden Goose
The average
conversion rate
In the world of marketing, the conversion
when companies rate is the golden goose. It is the final goal
used their home
page as the by which the bulk of our efforts are
destination for an
advertisement or link
measured.
was only 6%.
Companies that
The formula for measuring your conversion
used targeted
rate is simple: # achievements # visits (or
landing pages
achieved a 12% # sent)
conversion rate.
— Atlas OnePoint

4. Savvy marketers know that few efforts return results better
than those gained through the implementation of targeted
or dedicated landing pages. If you’ve yet to put this great
tool to the test, it’s time you did, and for good reason.

5. Chapter 1
Advantages
 Improving the conversion rate of marketing campaigns.
 Provides you the ability to test individual and global
design elements.
 Provides high visibility and tracking of visitor
engagement and behavior.
 Provides the ability to display messaging specific to the
list segment.
 Contributes to your website’s optimized content.

6. Chapter 2
Design
Design is the most-important consideration
when implementing targeted landing pages.
A well designed page will easily and
positively impact your conversion rate.

7. Chapter 2
Credibility
The primary reason people Trust in the vendor is critical
have given for not buying — especially so if your page
from a site was because the has a form and you are
site had an unprofessional attempting to collect
look that caused the visitor information from the visitor.
to question the credibility of
the site owner.

8. Chapter 2
Headline
46% of web sales
You have about two seconds to convince
are lost on sites
lacking the critical your visitor to stay on the page and this
elements to build makes your headline crucial. Make sure
trust.
you get it right, even if you have to get it
— Stanford
wrong first.

9. Chapter 2
H1 tag
Make sure your
The headline should be the largest text and
pages load
quickly. Three to appropriately tagged as H1 in the HTML
four seconds is source of your page. This indicates to
good, and no
more than five
search robots it is the most important text
seconds. on the page and provides the focus for text
that follows.

10. Chapter 2
Your landing page should:
 Have a clear, concise headline.  Display important content
 Be professionally designed. above the fold.
 Be presented in a single  Tell the visitor how they will
column. benefit.
 Use limited images.  Use clear, concise language.
 Be design-consistent with the  Stay focused.
campaign vehicle.  Provide a single call to action.
 Eliminate distractions.  Only ask for what you need.
 Load quickly.

11. Chapter 3
Test, Track, and Tweak
To get the best conversion rates from your
landing page, you must test, track, and
tweak. These tweaks — in the form of page
updates — will also contribute to your
search-engine optimization efforts.

12. Chapter 3
Guidelines
Best practices are simply guidelines to help you develop
your landing pages. Only through tracking your offer with
your design to your customers will you come to know what
combination produces the best results.

13. Chapter 3
Duplicate content
Search engines are on the With your targeted landing
alert for instances where pages you will be using
large amounts of content custom headlines for each
are used at multiple sites or page (with H1 tags), and a
on multiple pages within a welcoming paragraph and
site in order to artificially this is enough difference for
boost SEO. search engines.

14. Chapter 3
Campaign source tracking
Consistently
In its broadest definition, campaign source
updating and
tweaking content tracking refers to a method of identifying
can increase
from what source a visitor discovered your
traffic by 40%.
— Marketing site, or in the case of targeted landing
Sherpa pages, a specific page.

15. Chapter 3
An alternative
Campaign source tracking offers an
alternative to multiple targeted landing
pages but it’s not an exclusive relationship.
You can combine the use of campaign
source tracking codes with targeted landing
pages and reduce the number of landing
pages that are needed.

16. Chapter 3
Free URL builder tool
Google’s URL
builder tool will
Use Google Analytics’ free URL builder tool
automatically create to create the URL. To implement the code,
a unique URL for
each landing page of simply use it as the href tag for your call to
your campaign. The
URL is placed in the
action button. You could even generate a
marketing vehicle
different code for each call to action (if you
and each vehicle will
use a different URL. have more than one) and then you will
This enables the
tracking of individual know which CTA generated the click.
components.

17. More information
For more information on triggered marketing, visit
SpiderTrainers.com/resources to download Automated
Email Marketing, for information on multi-touch campaigns,
download The Power of Print (in Marketing), and for
information on measuring your campaign analytics,
download Marketing Metrics.

18. Conclusion
Whether you choose targeted landing
pages solely or to add targeted landing
pages to campaign source tracking, your
conversion rate will improve as you test
design, content, and structure. The lessons
you learn from one campaign will serve you
well in subsequent campaigns, even
campaigns for different offers.

19. About Spider Trainers
Spider Trainers provides creative services to marketing
departments of 0 to 100. We are a network of more than 80
experts in email development, web development, search-
engine optimization, analytics, graphic design, ad creation,
multimedia creation, social media postings, writing, and
editing.

20. Contact Spider Trainers
Phone: 651 702 3793
Email: cmeyer@spidertrainers.com
Website: http://www.spidertrainers.com
Address: PO Box 280487
Lakewood, CO 80228 United States

21. References and Credits
Google URL building tool
http://support.google.com/analytics/answer/1033867?hl=en
Google PageSpeed Insights
https://developers.google.com/speed/pagespeed/