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Landing	
  Page	
  Lessons	
  
Ge-ng	
  Schooled	
  in	
  Conver5ng	
  Leads	
  Faster	
  

Presented	
  by:	
  	
  
Ka#	
  Newburg,	
  Training	
  Coordinator,	
  Pardot	
  
Tuesday,	
  July	
  3,	
  2012	
  
Agenda	
  
• Who	
  am	
  I?	
  
• Common	
  Landing	
  Pages	
  
• Key	
  Components	
  
• Shorter	
  Forms	
  
• Op#mizing	
  Landing	
  Pages	
  
Who	
  Am	
  I?	
  	
  
What	
  makes	
  a	
  Landing	
  Page?	
  
So	
  we’re	
  all	
  on	
  the	
  same	
  page…	
  
Types	
  of	
  Landing	
  Pages	
  
• Whitepaper	
  Download	
  
• Webinar	
  Registra#on	
  
• Free	
  Trial	
  
• Request	
  a	
  Demo	
  
• Event	
  Sign-­‐Up	
  

     What	
  do	
  these	
  have	
  in	
  common?	
  
Key	
  Components	
  
• Clear	
  Objec#ve	
  
• Concise	
  Descrip#on	
  
• Call	
  to	
  Ac#on	
  
• Short	
  Form	
  
• Provides	
  informa#on	
  or	
  value	
  
Shorter	
  Forms	
  
Get	
  their	
  foot	
  in	
  the	
  door	
  
How	
  many	
  fields?	
  
          •  Ideal	
  is	
  4-­‐5	
  
               •    First	
  Name	
  
               •    Last	
  Name	
  
               •    Email	
  Address	
  
               •    Company	
  
          •  No	
  more	
  than	
  10	
  
          •  Propor#onate	
  collateral	
  
               •  What	
  would	
  you	
  
                  exchange	
  for	
  similar	
  
                  informa#on?	
  
What	
  fields	
  to	
  include?	
  
How	
  to	
  make	
  forms	
  easier?	
  
                 Pre-­‐populate	
  when	
  possible	
  
                 •  BeXer	
  User	
  Experience	
  

                 Progressive	
  Profiling	
  
                 •  Ask	
  for	
  data	
  in	
  smaller	
  por#ons	
  
                 •  Higher	
  conversion	
  rate	
  
Op5mizing	
  Landing	
  Pages	
  
Knocking	
  their	
  socks	
  off	
  
Remove	
  Naviga5on	
  
Keep	
  It	
  Above	
  the	
  Fold	
  
                          Newspaper	
  Rule	
  
                          •  Biggest	
  story	
  up	
  
                             top	
  
                          •  Limit	
  scrolling	
  
                          •  Call	
  to	
  ac#on	
  
                             above	
  the	
  fold	
  
Have	
  Clear	
  Objec5ves	
  




                         http://www.sugarcrm.com/Free_Trial
Leverage	
  Images	
  &	
  Video	
  
                        •  Images	
  should	
  
                           complement	
  
                           offer	
  

                        •  Images	
  naturally	
  
                           draw	
  the	
  eye	
  
                           away	
  from	
  copy	
  
Email	
  Content	
  




Get	
  BeVer	
  Informa5on	
  
•  System	
  cannot	
  be	
  gamed	
  
•  Capture	
  bounces	
  /	
  opens	
  /	
  Click-­‐Throughs	
  
What	
  Did	
  We	
  Cover	
  
• Common	
  Landing	
  Pages	
  
• Key	
  Components	
  
• Shorter	
  Forms	
  
• Op#mizing	
  Landing	
  Pages	
  
Ques5ons?	
  
Contact	
  Informa5on	
  
                              Pardot	
  
Ka5	
  Newburg	
              950	
  East	
  Paces	
  Ferry	
  Rd	
  
Training	
  Coordinator	
     Suite	
  3300	
  
Client	
  Services	
          Atlanta,	
  Georgia	
  30326	
  
ka#.newburg@pardot.com	
  

@Ka#_Newburg	
  

                              404.492.6848	
  
                              877.3B2B.ROI	
  
                              www.pardot.com	
  

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Landing Page Lessons

  • 1. Landing  Page  Lessons   Ge-ng  Schooled  in  Conver5ng  Leads  Faster   Presented  by:     Ka#  Newburg,  Training  Coordinator,  Pardot   Tuesday,  July  3,  2012  
  • 2. Agenda   • Who  am  I?   • Common  Landing  Pages   • Key  Components   • Shorter  Forms   • Op#mizing  Landing  Pages  
  • 4. What  makes  a  Landing  Page?   So  we’re  all  on  the  same  page…  
  • 5. Types  of  Landing  Pages   • Whitepaper  Download   • Webinar  Registra#on   • Free  Trial   • Request  a  Demo   • Event  Sign-­‐Up   What  do  these  have  in  common?  
  • 6. Key  Components   • Clear  Objec#ve   • Concise  Descrip#on   • Call  to  Ac#on   • Short  Form   • Provides  informa#on  or  value  
  • 7. Shorter  Forms   Get  their  foot  in  the  door  
  • 8. How  many  fields?   •  Ideal  is  4-­‐5   •  First  Name   •  Last  Name   •  Email  Address   •  Company   •  No  more  than  10   •  Propor#onate  collateral   •  What  would  you   exchange  for  similar   informa#on?  
  • 9. What  fields  to  include?  
  • 10. How  to  make  forms  easier?   Pre-­‐populate  when  possible   •  BeXer  User  Experience   Progressive  Profiling   •  Ask  for  data  in  smaller  por#ons   •  Higher  conversion  rate  
  • 11. Op5mizing  Landing  Pages   Knocking  their  socks  off  
  • 13. Keep  It  Above  the  Fold   Newspaper  Rule   •  Biggest  story  up   top   •  Limit  scrolling   •  Call  to  ac#on   above  the  fold  
  • 14. Have  Clear  Objec5ves   http://www.sugarcrm.com/Free_Trial
  • 15. Leverage  Images  &  Video   •  Images  should   complement   offer   •  Images  naturally   draw  the  eye   away  from  copy  
  • 16. Email  Content   Get  BeVer  Informa5on   •  System  cannot  be  gamed   •  Capture  bounces  /  opens  /  Click-­‐Throughs  
  • 17. What  Did  We  Cover   • Common  Landing  Pages   • Key  Components   • Shorter  Forms   • Op#mizing  Landing  Pages  
  • 19. Contact  Informa5on   Pardot   Ka5  Newburg   950  East  Paces  Ferry  Rd   Training  Coordinator   Suite  3300   Client  Services   Atlanta,  Georgia  30326   ka#.newburg@pardot.com   @Ka#_Newburg   404.492.6848   877.3B2B.ROI   www.pardot.com