Boingnet CEO Dennis Kelly, on behalf of Agile Education Marketing presented "Landing Pages, the Key to Higher Conversion" where he describes what landing pages are, why they are useful, the 3 most common types of landing page, and what makes landing pages successful or not. Included in the review is an overview of URL naming, showing the differences between "Friendly" and "Unfriendly" URL's and also the new trend in email marketing, Personal URL's or pURL's. Personalized content on landing pages can now easily be created with marketing automation platforms that generate pURL's with content that can be defined by variables. A discussion of the multi-channel and cross-channel nature of landing pages is next, and how marketers are discovering that the same attributes that have lead to extensive usage for online PPC and SEM campaigns make landing pages for offline campaigns great solutions. A discussion of why Home Pages aren't landing pages ensues, with a Super Bowl commercial featuring Samuel L Jackson involved. Finally, Dennis reviews several submitted landing pages and points out the strengths and weaknesses of the approaches used, and how Boingnet would think about modifying the page to optimize the landing page conversion metrics.

1. E-mail • Direct Mail • Digital Marketing • Sales Tools • Funding Data • Creative Services
May 22, 2014
Landing Pages: The Key
to Higher Conversion

2. Today’s Speaker Dennis Kelly
CEO
Use the Chat Panel for questions, or
Tweet questions & comments #landingpagequestions
www.boingnet.com
www.boingnet.com/blog

3. Today’s Talk
• Landing Pages – What are they and why are
they important?
• Landing Page 101 – The Fundamentals
• Landing Page Review – Submitted Landing
Pages critiqued
• Q&A

4. What is a Landing Page?
• Web Page Designed to
Convert
• Clear & Consistent
Headline & Subhead
• Single Call To Action
• “Message Match”

5. Why use them? The Numbers Don’t Lie
• Landing Pages
Convert
• Closed Environment
• Speed & Cost
• Measurable
• “Liquid” vs. “Locked
Down”

6. A Quick Word on 3 URL types
Unfriendly!
Friendly URL
Personal URL
or pURL

7. 3 Types of Landing Pages
• Click-Through LP
o Friendly URL
o Designed to facilitate
click
o Single & easy to find
CTA

8. 3 Types of Landing Pages
• Lead
Generation
o Friendly URL
o Highlighted
Form
o Offer of
Value

9. 3 Types of Landing Pages
• Personalized
o pURL and Friendly
o Profile driven content
o Can be form or click-
through based

10. What are they used for?
• Selling –
ecommerce
• Lead Generation
• Lead Nurturing
• Events
• Promotions/Sales
• Product/Service
Launches

11. Landing Pages 101
• Home Pages aren’t Landing Pages
• Message Match – How to keep your job
• Landing Page Channels & Examples

12. Your Home Page Isn’t a Landing Page!
▪ Multiple
Messages
▪ 7 Calls to Action
• Designed to help
you navigate
• Designed for
SEO

13. Home Pages vs. Landing Pages
• Convert vs.
Navigate
• Single CTA vs.
Many CTA’s
• Designed to Convert
vs. designed for
SEO

14. Message Match – Super Bowl Ad

15. Message Match – Quicksilver Card?

16. Landing Pages are Multi-Channel
• Online
o SEM/PPC
o Display Ads
o Social
• Email Marketing
• Offline
o Direct Mail
o TV/Radio/Print Ads

17. Online Channels – Lead Generation

18. Email Marketing – Selling & Nurturing

19. Offline Marketing – Direct Mail

20. Personalization & Relevancy
• 100%-300% higher
conversion vs.
control (DMA)
• Profile Driven
Content

21. Most Important Channel - Mobile
• 20-50% of Landing
Page Traffic Mobile
• Smartphone &
Tablets
• 300% higher
conversion

22. The New Mobile – Responsive Design
• Build Once – run
anywhere
• One set of code
• Automatically
resizes for
desktop, tablet &
smartphone

23. Thank You Pages – Nice & Smart
• Good Manners!
• 2nd CTA’s
o Social
o Newsletter
o Suggested Content

24. Landing Page Reviews
• 4 submitted landing pages
• A range of types & styles

25. Landing Page Review Time! 12 Nav
Links
2 Headlines, 2 CTA’s
Fighting for Attention

26. DICOER - Before
Pretty Good, Friendly URL

27. DICOER – After

28. EduGuide – Click-through LP
Simple, Friendly
URL
No Nav or CTA
Distractions
Clear Call to
Action
Redesign?

29. Curriculum Associates – Click Thru
with Geo Personalization
Friendly URL
Light-box pop up
Simple, clear &
helpful
Strong Headline
Nice CTA button!
Kill or push
down the
Footer
content

30. A Quick Word on Boingnet
Lightweight
Marketing
Automation
Landing Pages,
Microsites, Email,
Text & Direct Mail
Campaigns

31. Thank You! Time for Q&A
Questions for Dennis?
Send them Using the Chat Panel
Dennis Kelly
CEO, Boingnet
t: 781.421.6291
e: dennis@boingnet.com
w: www.boingnet.com