More Related Content Similar to The Business Value of Landing Pages (20) More from ion interactive (20) The Business Value of Landing Pages2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. 3 Big Benefits Of Landing Pages
2. 6 Marketing Metrics You Need To Know
3. The Math For Calculating ROI
4. Building A Business Case For Landing Pages
What’s inside...
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Why do we need
landing pages?
our new website
is so great!
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More effort
More Resources
More content
More to manage
Cons:
Landing
pages
More to integrate
5. So, Why The Heck Would You
Want To Use Landing Pages?
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6. So, Why The Heck Would You
Want To Use Landing Pages?
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Because they work.
7. 3 BIGBenefits of Landing Pages
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1. Better User Experiences
2. Perfect For Lean Experimentation
3. Higher Leads, Sales & Revenue
3
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An impression
is formed in
1/20th
of a second.
Make yours
count.
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A website is like a crowded room.
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A landing page is a personal introduction.
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Are you making the
right first impression?
• No focus
• Lost “scent”
• No call-to-action
• Crowded room
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• Delivers on promise
• Visual continuity
• Highly specific
• Handshake
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Are dropping your visitors off in
a crowded room?
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Or making a personal
introduction?
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vs
c a m p a i g n
l a n d i n g
e x p e r i e n c e
d e e p l i n k s i n t o w e b s i t e
Personal introduction
Crowded room
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Most effective method for testing
value proposition…
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Low risk method to learn
• Agile experiences
• Reusable, disposable
• Test & learn capability
• Low investment
• Low risk
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Social network
sign on option
increases
traditional form
sign ups for
iContact!
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Radical
innovation
test waves
results in
264% lift for
Marian
University!
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3000% increase
in lead volume
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July 2011 Dec 2012
350% increase
in digitally-driven revenue
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H i g h e r c a m p a i g n c o n v e r s i o n r a t e s m e a n
h i g h e r l e a d v o l u m e w i t h s a m e m e d i a s p e n d
33. 6 Marketing Metrics That
Lading Pages Can Impact
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34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
financial
operational
strategic
tactical
CTR
Conversion Rate
CAC
ROI
CPL
35. Customer Acquisition Cost
noun
(ABBREVIATION CAC)
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The total Sales and Marketing cost — includes
advertising spend, salaries, commissions and bonuses,
overhead — in a time period, divided by the number of
new customers in that time period.
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CAC
Total cost
Number of customers acquired
To calculate CAC, the number of customers acquired is divided by the
total S&M cost over a given time period (month, quarter, year); the
result is expressed as a dollar amount.
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CAC
$100,000
10 customers
= $10,000
To calculate CAC, the number of customers acquired is divided by the
total S&M cost over a given time period (month, quarter, year); the
result is expressed as a dollar amount.
38. Return on Investment
noun
(ABBREVIATION ROI)
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A performance measure used to evaluate the
efficiency of an investment or to compare the
efficiency of a number of different investments.
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ROI = (Gain from investment - Cost of investment)
Cost of investment
To calculate ROI, the benefit (return) of an investment is divided by the
cost of the investment; the result is expressed as a percentage or a ratio.
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ROI
$25,000 - $10,000
$10,000
= 150%
To calculate ROI, the benefit (return) of an investment is divided by the
cost of the investment; the result is expressed as a percentage or a ratio.
41. High ROI is dependent
on increased revenue
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42. Cost Per Lead
noun
(ABBREVIATION CPL)
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Total cost of online advertisement campaign divided by
the number of leads generated. Includes all campaign
costs, including advertising spend, design/creative,
production and hosting fees.
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CPL
Total cost
(spend + creative + production + hosting)
Number of leads
To calculate CPL, the total cost is divided by the number of leads
generated; the result is expressed as a dollar amount.
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CPL
$5,000 cost
100 leads
= $50
To calculate CPL, the total cost is divided by the number of leads
generated; the result is expressed as a dollar amount.
46. Lower CPL means
the same spend is
generating more leads
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47. Lower CPL trickles up to
lower CAC & higher ROI
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48. The surest path to lower
CPL is higher conversions
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49. Conversion Rate
noun
(ABBREVIATION CVR)
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The percentage of visitors who take a desired
action — submit a lead form, purchase a product,
opt into a subscription, etc.
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CVR Converted visitors
Total Visitors
X 100
To calculate conversion rate, converted visitors are divided by total
visitors and multiplied by 100; the result is expressed as a percentage or
a ratio.
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CVR 1,000 Converted visitors
10,000 Total Visitors
To calculate conversion rate, converted visitors are divided by total
visitors and multiplied by 100; the result is expressed as a percentage or
a ratio.
X 100 10%
52. Conversion rate
is a tiny,
non-financial metric
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53. Why? Because conversion
rate doesn’t directly
translate into dollars.
And landing pages cost
money.
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54. But higher conversion rates
impact critical marketing
metrics.
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55. higher conversion rates=
lower cost per lead
lower cost per customer
higher ROI
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56. a landing page can eat a
website for lunch when it
comes to conversion.
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We help brands create effective landing pages.
90% of our customers report positive ROI.
Find out more:
http://www.ioninteractive.com
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Thank you!
@ioninteractive
info@ioninteractive.com