The Secrets of Landing Page Success: Optimization Best Practices and Case Studies

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Well-designed and structured landing pages are absolutely essential for the success of any paid media campaign. By giving careful thought to each element of a landing page and designing with lead generation and the buyer journey in mind, paid advertising campaigns can yield impressive conversion and sales. During this webinar, Jenny DeGraff, Design Optimization Manager at Marketing Mojo, will tell the real-life stories of optimization successes and discuss the best practices that were implemented for better results. What You’ll Learn: • Landing page success stories across a variety of industries and verticals • Creative landing page designs utilizing common best practices and outside-the-box ideas, including before and after examples • Useful landing page optimization tips and takeaways from each success story

Business

@marketingmojo | #mojowebinar | marketing-mojo.com
Presented by

Jenny DeGraff
Design Optimization Manager

Kari Rippetoe
Content Marketing Manager
THE SECRETS OF LANDING
PAGE SUCCESS: OPTIMIZATION
BEST PRACTICES AND CASE
STUDIES

@marketingmojo | #mojowebinar | marketing-mojo.com
TODAY’S PRESENTER
JENNY DEGRAFF

Design Optimization Manager
Marketing Mojo

@JennyDeGraff

+Jenny DeGraff

MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo

@marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
•  Originally founded as Search Mojo
•  Demand generation marketing ﬁrm founded in 2005
›  Search engine optimization (SEO)
›  Paid media management
»  Pay-per-click advertising management (PPC)
»  Social media advertising
›  Content marketing
›  Marketing automation
›  Analytics consulting
•  Headquartered in Charlottesville, VA
›  Ofﬁce in Charleston, SC
•  Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
•  Speakers at SMX Advanced, MarketingProfs, PubCon and more

@marketingmojo | #mojowebinar | marketing-mojo.com
OUR CLIENTS

@marketingmojo | #mojowebinar | marketing-mojo.com
ALL LANDING PAGES ARE WEB PAGES,
BUT NOT ALL WEB PAGES ARE LANDING PAGES

@marketingmojo | #mojowebinar | marketing-mojo.com
A LANDING PAGE IS…
•  Not part of a website
•  Designed speciﬁcally to drive conversions
›  Click through
›  Lead generation

@marketingmojo | #mojowebinar | marketing-mojo.com
WHY YOU SHOULD USE LANDING PAGES?
•  Control your ﬁrst impression
•  Generate more leads

@marketingmojo | #mojowebinar | marketing-mojo.com
LANDING PAGE
SUCCESS STORIES

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VAULTLOGIX
•  B2B technology company
•  Provides cloud backup and data protection
services

@marketingmojo | #mojowebinar | marketing-mojo.com
ORIGINAL
•  Type of Page:
Offer page on website

•  User Intent:
To learn about
VaultLogix data
backup service
•  Conversion Goal:
Generate free-trial
leads

@marketingmojo | #mojowebinar | marketing-mojo.com
CHALLENGER
•  Removed navigation
•  Clear headline
•  Reduced form ﬁelds and
encapsulated form
•  Used actionable button
text
•  Easily digestible
bulleted content
•  Added relevant imagery

@marketingmojo | #mojowebinar | marketing-mojo.com
202%
Improvement in
Free Trial Requests

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SOUTHERN STATES
•  Agricultural supply cooperative
•  Over 1,200 retail store locations

@marketingmojo | #mojowebinar | marketing-mojo.com
•  Type of Page:
Website home page

•  User Intent:
Searches for branded
keywords
•  Conversion Goal:
Generate click-
throughs to top KPIs
ORIGINAL

@marketingmojo | #mojowebinar | marketing-mojo.com
CHALLENGER
•  Simpliﬁed, pared
down design
•  No navigation
•  Limited distractions,
offers and links
•  Created a visual
hierarchy

@marketingmojo | #mojowebinar | marketing-mojo.com
42%
Lift in overall
conversions

@marketingmojo | #mojowebinar | marketing-mojo.com
LEXISNEXIS MEDMAL NAVIGATOR
•  Global provider of workﬂow solutions for
legal professionals
•  Legal research tool for medical malpractice
cases

@marketingmojo | #mojowebinar | marketing-mojo.com
ORIGINAL
•  Type of Page:
Product page on
website

•  User Intent:
To learn about the
interactive tool
•  Conversion Goal:
Generate sales leads

@marketingmojo | #mojowebinar | marketing-mojo.com
•  Highlighted the video
•  Presented more
concise information
•  On-page phone
number was removed
to promote form ﬁll
outs
CHALLENGER

@marketingmojo | #mojowebinar | marketing-mojo.com
203%
Improvement in
Conversion Rate

@marketingmojo | #mojowebinar | marketing-mojo.com
SHARE OUR STRENGTH
•  Nonproﬁt ﬁghting to end child hunger in
America
•  Bake Sale for No Kid Hungry: national
fundraising initiative that encourages
people to host bake sales

@marketingmojo | #mojowebinar | marketing-mojo.com
ORIGINAL
•  Type of Page:
Desktop Landing Page

•  User Intent:
To learn about the
Bake Sale for No Kid
Hungry

•  Conversion Goal:
Register to host a
bake sale

@marketingmojo | #mojowebinar | marketing-mojo.com
CHALLENGER
•  Responsive design

@marketingmojo | #mojowebinar | marketing-mojo.com
41%
Improvement in Mobile
and Tablet Conversions

@marketingmojo | #mojowebinar | marketing-mojo.com
TAKEAWAYS

@marketingmojo | #mojowebinar | marketing-mojo.com
BEST PRACTICES
•  Message match
•  Clear actionable headlines
•  Use a strong call to action
•  Minimize number of form ﬁelds
•  Remove navigation and non-essential links
•  Concise easy to read copy
•  Take advantage of trust indicators
•  Use images and videos to support copy
•  Always be testing

@marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
JENNY DEGRAFF
Design Optimization Manager
Marketing Mojo

@JennyDeGraff +Jenny DeGraff

@marketingmojo | #mojowebinar | marketing-mojo.com
LOOKING FOR HELP?
Contact Marketing Mojo
800-939-5938 ext. 1
hello@marketing-mojo.com

MARKETING MOJO
Twitter: @MarketingMojo
Facebook: facebook.com/MarketingMojoAgency
Google+: +Marketing Mojo

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