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#INBOUND14 
How to create landing 
pages your prospects 
can’t resist. 
NitiShah 
Conversions and Nurturing Specialist, HubSpot
• 
Funnel marketer 
• 
New England Patriots fan 
• 
Motto: GSD 
@NitiFromBoston 
NitiSHAH
#INBOUND14 
Landing pages… 
Utterly fascinating.
#INBOUND14 
… 
OMG
1 
Offer something enticing 
2 
Optimize your landing pages 
3 
Create a conversion path 
4 
A/B test your landing pages 
YOU’LL LEARN HOW TO:
#INBOUND14 
Wait, wait, wait... 
what’s a lead?
#INBOUND14
#INBOUND14 
1 
What to Offer
#INBOUND14 
What do people want from you? 
• 
Value
#INBOUND14 
What do people want from you? 
• 
Value 
• 
Relevance
#INBOUND14 
What do people want from you? 
• 
Value 
• 
Relevance 
• 
Timeliness
#INBOUND14 
What do people want from you? 
• 
Value 
• 
Relevance 
• 
Timeliness 
• 
Uniqueness
#INBOUND14 
What can you give to site visitors? 
• 
Ebooks 
• 
Guides 
• 
Checklists 
• 
Templates 
• 
Kits 
• 
Live webinars 
• 
On-demand webinars 
• 
Free tools 
• 
Free trials 
• 
Product demos 
• 
Free consultations 
• 
Coupons 
• 
Slideshows & presentations 
• 
Case Studies
#INBOUND14 
2 
Landing Pages
#INBOUND14
#INBOUND14
#INBOUND14 
1 
Header 
 
Logo 
 
Phone number 
 
No navigation
#INBOUND14 
2 
Headline 
 
Say what it is 
 
Begin with hook 
 
Don’t use fluff
#INBOUND14 
3 
Subhead 
 
Include benefit 
 
Personalize
#INBOUND14 
4 
Copy 
 
Avoid dense paragraphs 
 
Use bullet points 
 
Bold key points
#INBOUND14 
5 
Image 
 
Alwaysinclude an image 
 
Make it vibrant 
 
Mobile-optimize
#INBOUND14 
6 
Form 
 
Begin with CTA 
 
Right # of fields 
 
Privacy policy 
 
Change “submit”
#INBOUND14 
Nosuper-fancy designs or CSS 
Nonavigation or external links 
Nosocial sharing icons 
That’s it.
#INBOUND14 
Keep it simple.
#INBOUND14 
3 
How to Run A/B Tests
#INBOUND14 
1 
Find problem areas on your website 
Landing Page 
Views 
Submissions 
CVR 
Ebook 
6,000 
400 
13% 
TipSheet 
5,500 
2,000 
36% 
Template 
7,100 
2,700 
38%
#INBOUND14 
2 
Choose test: Incremental vs. Drastic
#INBOUND14 
2 
Choose test: Incremental vs. Drastic
#INBOUND14 
3 
Choose A/B testing software
#INBOUND14 
3 
Choose A/B testing software
#INBOUND14 
3 
Choose A/B testing software
#INBOUND14 
4 
Implement test and WAIT
#INBOUND14 
5 
Get results and declare a winner!
#INBOUND14 
5 
Get results and declare a winner!
#INBOUND14 
4 
Real A/B Test Results
#INBOUND14 
Incremental Test #1 
Smart Content
#INBOUND14 
Conversions increased 19%
#INBOUND14 
Incremental Test #2 
Navigation & Links
#INBOUND14 
vs
#INBOUND14 
Conversions increased 2%on TOFU pages... 
... and 22%on MOFU pages.
#INBOUND14 
Incremental Test #3 
“Ebook” vs. “Guide”
#INBOUND14 
vs
#INBOUND14 
“Ebook” had a 15% higher CVR in this test... 
...but had an 8% lower CVR on another.
#INBOUND14 
Incremental Test #4 
Personalization
#INBOUND14 
vs
#INBOUND14 
Conversions increased 2-4%
#INBOUND14 
Incremental Test #5 
Animated images
#INBOUND14 
vs
#INBOUND14 
Conversions increased 11%in this test...
#INBOUND14 
vs
#INBOUND14 
But CVR decreased 15%in this test.
#INBOUND14 
Drastic Test #1 
Layout, copy, image
#INBOUND14 
Conversions increased 303%
#INBOUND14 
Drastic Test #2 
Slide-in calls-to-action
#INBOUND14
#INBOUND14
#INBOUND14 
The slide-in CTAs had a 192% higher click-through rate, and increased lead gen by 27%.
#INBOUND14 
Drastic Test #3 
Thank-you page layout
#INBOUND14 
Conversions increased 125%
#INBOUND14 
Key Takeaways 
• 
You may not get the same results on all of your landing pages. 
• 
Drastic tests have more potential to make a bigger impact. 
• 
Don’t be afraid to fail.
#INBOUND14 
QUESTIONS ?
#INBOUND14

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HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]