An overview of landing pages best practices and main use cases A step-by-step demo of how to build, publish and promote a landing page using Optify Measuring landing page performance and introduction to A/B Testing

1. Op#fy
Best
Prac#ces
LANDING
PAGES

2. Agenda
• What
is
a
Landing
Page?
• Why
Landing
Pages
are
so
important?
• 10
Tips
for
Crea#ng
a
Killer
Landing
Page
• Crea#ng
Landing
Page
in
Op#fy
• How
to
use
Op#fy’s
Landing
Pages
for
A/B
tes#ng
• Q&A
Page
2
Confiden#al

3. What’s
a
Landing
Page?
• “Landing
pages
are
specific
pages
designed
to
make
a
prospec3ve
customer
take
ac3on.”
Page
3
Confiden#al

4. What’s
a
Landing
Page?
• “In
online
marke3ng
a
landing
page,
some3mes
known
as
a
lead
capture
page,
is
the
page
that
appears
when
a
poten3al
customer
clicks
on
an
adver3sement.
The
page
will
usually
display
sales
copy
that
is
a
logical
extension
of
the
adver3sement
or
link.”
Page
4
Confiden#al

5. What’s
a
Landing
Page?
• “(Landing
pages)
Pages
that
are
op3mized
and
very
targeted
towards
a
par3cular
subject.
An
effec3ve/valid
site
op3miza3on
and
sales
conversion
strategy.”
Page
5
Confiden#al

6. What’s
a
Landing
Page?
• “(Landing
pages)
Are
specific
pages
bound
to
aJract
poten3al
customers
to
the
website.
Usually
presents
informa3on
that
is
relevant
to
the
visitor
and
captures
their
aJen3on
resul3ng
on
a
sign
up
or
even
into
an
acquisi3on.”
Page
6
Confiden#al

7. What’s
a
Landing
Page?
• “The
specific
web
page
that
a
visitor
ul3mately
reaches
aMer
clicking
an
adver3sement.
OMen,
this
page
is
op3mized
for
a
specific
keyword
term
or
phrase.”
Page
7
Confiden#al

8. What’s
a
Landing
Page?
• “The
page
or
view
to
which
a
user
is
directed
when
they
click
on
an
ac3ve
link
embedded
in
a
banner,
web
page,
email
or
other
view.
A
click
through
lands
the
user
on
a
jump
page.
Some3mes
the
Landing
Page
is
one
stage
upstream
from
what
would
ordinarily
be
considered
the
Home
Page.”
Page
8
Confiden#al

9. What’s
a
Landing
Page?
• “The
page
a
visitor
arrives
at
when
clicking
through
to
a
site,
typically
from
a
paid
adver3sement.
Similar
to
a
doorway
page,
but
a
legi3mate
marke3ng
func3on
—
it
is
used
for
coun3ng
and
tracking
arrivals
and
determining
the
effec3veness
of
a
marke3ng
campaign.”
Page
9
Confiden#al

10. What’s
a
Landing
Page?
• “A
Landing
Page
is
a
content
page
on
a
website
to
which
traffic
is
directed,
either
through
paid
search
or
email
marke3ng.”
Page
10
Confiden#al

11. What’s
a
Landing
Page?
• “Web
page
that
is
reached
when
a
link
is
clicked,
specifically
a
special
page
designed
to
receive
traffic
from
par3cular
links.”
Page
11
Confiden#al

12. What’s
a
Landing
Page?
• “The
landing
page
is
the
page
on
which
a
visitor
“lands”
aMer
clicking
a
search
engine
lis3ng,
email
link,
Banner
Ad,
Cost-­‐Per-­‐Click
ad,
or
other
ad/link.
The
landing
page
can
be
a
site’s
homepage,
but
is
usually
a
page
designed
to
appeal
to
users
who
Click-­‐Through
a
specific
ad
or
link.
Landing
pages
are
also
used
to
monitor
site
traffic
and
measure
an
adver3sing
campaign’s
success.
Well-­‐
designed
landing
pages
that
are
relevant
to
a
user’s
keyword
query
will
improve
Conversion
Rates
and
play
a
cri3cal
role
in
Search
Engine
Marke3ng.”
Page
12
Confiden#al

13. Why
Landing
Pages
are
so
important?
Set
goals
and
establish
baseline
Measure,
report,
Define
the
buyer
refine
and
start
profile
over
Plan,
set
up
and
Deliver
on-­‐target
execute
campaigns
leads
to
sales
Page
13
Confiden#al

14. Why
Landing
Pages
are
so
important?
Set
goals
and
establish
baseline
Measure,
report,
Define
the
buyer
refine
and
start
profile
over
Plan,
set
up
aand
Plan,
set
up
nd
Deliver
on-­‐target
execute
campaigns
execute
campaigns
leads
to
sales
Page
14
Confiden#al

15. The
core
of
every
lead
genera#on
campaign
Paid
Directories
Directories
Viral
Content
Paid
Search
Referrals
Display
Press
Coverage
Retarge#ng
Social
Media
Social
Ads
Organic
Search
Email
Page
15
Confiden#al

16. Landing
Page
purposes
• Primary
goal:
Convert
visitors
to
leads
• Secondary
goals:
§ Collect
data
§ Test
message
§ Measure
performance
§ Reroute
leads
§ Deliver
content
Page
16
Confiden#al

17. Example:
promo#ng
a
white
paper
• The
offer:
White
paper
with
#ps
for
crea#ng
an
effec#ve
landing
page
• Title:
“10
Tips
for
Crea#ng
an
Effec#ve
B2B
Landing
Page”
• Text:
“Are
you
using
landing
pages
as
a
des#na#on
for
your
marke#ng
campaigns?
More
importantly,
are
you
using
them
effec#vely?
Anyone
can
create
a
landing
page,
but
a
great
landing
page
results
in
engagement
and
ac#on.
Download
our
10
Tips
for
Crea#ng
an
Effec#ve
Landing
Page
Whitepaper
and
learn
how
to:
§ Tailor
the
design,
images
and
text
for
conversion
§ Create
an
emphasized
call-­‐to-­‐ac#on
§ Op#mize
the
headline
and
sub-­‐headline
§ Enable
social
sharing
and
highlight
social
valida#on
§ And
much
more…
Page
17
Confiden#al

18. Setup
&
Execute
Campaign:
Bill
of
Materials
(BoM)
§ “10
Tips
for
Crea#ng
an
Effec#ve
B2B
Landing
Page”
Offer
§ 5-­‐page
white
paper
with
10
#ps
for
crea#ng
an
effec#ve
landing
page
§ URL:
hgp://pages.op#fy.net/landing-­‐pages-­‐white-­‐paper
§ Image:
Landing
pages
hgp://www.op#fy.net/wp-­‐content/uploads/2012/10/landing-­‐page-­‐
template.jpg
Thank
you
page
§ hgp://www.op#fy.net/thanks-­‐for-­‐reques#ng-­‐our-­‐white-­‐paper
Thank
you
email
§ Send
mass
email
to
all
leads
with
addi#onal
content
Campaign
§ Campaign
Name:
Landing-­‐Pages-­‐White-­‐Paper
Details
§ Campaign
ID
in
SFDC:
70180000000Qtma
§ Source:
from
Op#fy
or
with
URL
tagging
Tagging
§ Campaign
Name:
op#fy_rd=Landing-­‐Pages-­‐White-­‐Paper
§ Details:
Include
in
form
§ Version
1:
Name,
email,
company,
#tle,
phone
number
§ Version
2:
Name,
email,
phone,
Are
you
interested
in
a
demo?,
open
text
Form
fields
§ Hidden
SFDC
fields:
form
name
(00N80000004cDrZ
-­‐
Crea#ng
an
Effec#ve
Landing
Page),
Campaign_ID,
lead_source
(Web),
Page
18
Confiden#al

19. Execute
Campaign
Page
19
Confiden#al

20. Crea#ng
the
pages
OPTIFY
DEMO
Page
20
Confiden#al

21. 10
Tips
for
Crea#ng
an
Effec#ve
Landing
Page
Clear
and
emphasized
call
to
ac#on
1.
Page
21
Confiden#al

22. 10
Tips
for
Crea#ng
an
Effec#ve
Landing
Page
Clear
and
emphasized
call
to
ac#on
1.
2. Killer
#tle
Page
22
Confiden#al

23. 10
Tips
for
Crea#ng
an
Effec#ve
Landing
Page
Clear
and
emphasized
call
to
ac#on
1.
2. Killer
#tle
3. Eliminate
choices
þ
Yes
☐
Yes
Page
23
Confiden#al

24. 10
Tips
for
Crea#ng
an
Effec#ve
Landing
Page
Clear
and
emphasized
call
to
ac#on
1.
2. Killer
#tle
3. Eliminate
choices
4. Simplify
design
and
reduce
text
Page
24
Confiden#al

25. 10
Tips
for
Crea#ng
an
Effec#ve
Landing
Page
Clear
and
emphasized
call
to
ac#on
1.
2. Killer
#tle
3. Eliminate
choices
4. Simplify
design
and
reduce
text
5. Use
images
wisely
Page
25
Confiden#al

26. 10
Tips
for
Crea#ng
an
Effec#ve
Landing
Page
1. Clear
and
emphasized
call
to
ac#on
2. Killer
#tle
3. Eliminate
choices
4. Simplify
design
and
reduce
text
5. Use
images
wisely
6. Align
message
throughout
Page
26
Confiden#al

27. 10
Tips
for
Crea#ng
an
Effec#ve
Landing
Page
Clear
and
emphasized
call
to
ac#on
1.
2. Killer
#tle
3. Eliminate
choices
4. Simplify
design
and
reduce
text
5. Use
images
wisely
6. Align
message
throughout
7. Brand
valida#on
Page
27
Confiden#al

28. 10
Tips
for
Crea#ng
an
Effec#ve
Landing
Page
1. Clear
and
emphasized
call
to
ac#on
2. Killer
#tle
3. Eliminate
choices
4. Simplify
design
and
reduce
text
5. Use
images
wisely
6. Align
message
throughout
7. Brand
valida#on
8. Reduce
barriers
Page
28
Confiden#al

29. 10
Tips
for
Crea#ng
an
Effec#ve
Landing
Page
Clear
and
emphasized
call
to
ac#on
1.
2. Killer
#tle
3. Eliminate
choices
4. Simplify
design
and
reduce
text
5. Use
images
wisely
6. Align
message
throughout
7. Brand
valida#on
8. Reduce
barriers
9. Keep
your
promises
Page
29
Confiden#al

30. 10
Tips
for
Crea#ng
an
Effec#ve
Landing
Page
Clear
and
emphasized
call
to
ac#on
1.
2. Killer
#tle
3. Eliminate
choices
4. Simplify
design
and
reduce
text
5. Use
images
wisely
6. Align
message
throughout
7. Brand
valida#on
8. Reduce
barriers
9. Keep
your
promises
10. Test,
test,
test
Page
30
Confiden#al

31. 10
Tips
for
Crea#ng
an
Effec#ve
Landing
Page
Clear
and
emphasized
call
to
ac#on
1.
2. Killer
#tle
3. Eliminate
choices
4. Simplify
design
and
reduce
text
5. Use
images
wisely
6. Align
message
throughout
7. Brand
valida#on
8. Reduce
barriers
9. Keep
your
promises
10. Test,
test,
test
Page
31
Confiden#al

32. Addi#onal
Resources
• Op#fy
B2B
Lead
Genera#on
Blog
-­‐
hgp://www.op#fy.net/lead-­‐genera#on-­‐soqware-­‐blog
• Digital
Marke#ng
Resources
-­‐
hgp://www.op#fy.net/inbound-­‐marke#ng-­‐resources
• Landing
Page
webinar
hgp://www.op#fy.net/inbound-­‐marke#ng-­‐resources/how-­‐to-­‐webinars/from-­‐
click-­‐through-­‐rate-­‐to-­‐conversion-­‐rate
• Op#fy
Help
hgp://help.op#fy.net/entries/20611788-­‐gerng-­‐the-­‐most-­‐from-­‐landing-­‐pages
Page
32
Confiden#al

33. uri@op#fy.net
®
@uribarjoseph
in/uribarjoseph
Page
33
Confiden#al