#INBOUND14 
How to create landing 
pages your prospects 
can’t resist. 
NitiShah 
Conversions and Nurturing Specialist, Hu...
• 
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 
...
#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 webin...
#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...
#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 p...
#INBOUND14 
QUESTIONS ?
#INBOUND14
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HOW TO CREATE LANDING PAGES YOUR PROSPECTS CAN'T RESIST [INBOUND 2014]

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Want to get more leads from your website? You'll need to optimize the conversion path so that visitors are most likely to sign up for something on your site and convert into a lead. HubSpot's conversions and nurturing specialist, Niti Shah, will share her secrets on how you can create landing pages with a 50-60% conversion rate. Learn actionable tips and results from real A/B tests that you can use immediately on your own website to become a lead generation machine.

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

  1. 1. #INBOUND14 How to create landing pages your prospects can’t resist. NitiShah Conversions and Nurturing Specialist, HubSpot
  2. 2. • Funnel marketer • New England Patriots fan • Motto: GSD @NitiFromBoston NitiSHAH
  3. 3. #INBOUND14 Landing pages… Utterly fascinating.
  4. 4. #INBOUND14 … OMG
  5. 5. 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:
  6. 6. #INBOUND14 Wait, wait, wait... what’s a lead?
  7. 7. #INBOUND14
  8. 8. #INBOUND14 1 What to Offer
  9. 9. #INBOUND14 What do people want from you? • Value
  10. 10. #INBOUND14 What do people want from you? • Value • Relevance
  11. 11. #INBOUND14 What do people want from you? • Value • Relevance • Timeliness
  12. 12. #INBOUND14 What do people want from you? • Value • Relevance • Timeliness • Uniqueness
  13. 13. #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
  14. 14. #INBOUND14 2 Landing Pages
  15. 15. #INBOUND14
  16. 16. #INBOUND14
  17. 17. #INBOUND14 1 Header  Logo  Phone number  No navigation
  18. 18. #INBOUND14 2 Headline  Say what it is  Begin with hook  Don’t use fluff
  19. 19. #INBOUND14 3 Subhead  Include benefit  Personalize
  20. 20. #INBOUND14 4 Copy  Avoid dense paragraphs  Use bullet points  Bold key points
  21. 21. #INBOUND14 5 Image  Alwaysinclude an image  Make it vibrant  Mobile-optimize
  22. 22. #INBOUND14 6 Form  Begin with CTA  Right # of fields  Privacy policy  Change “submit”
  23. 23. #INBOUND14 Nosuper-fancy designs or CSS Nonavigation or external links Nosocial sharing icons That’s it.
  24. 24. #INBOUND14 Keep it simple.
  25. 25. #INBOUND14 3 How to Run A/B Tests
  26. 26. #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%
  27. 27. #INBOUND14 2 Choose test: Incremental vs. Drastic
  28. 28. #INBOUND14 2 Choose test: Incremental vs. Drastic
  29. 29. #INBOUND14 3 Choose A/B testing software
  30. 30. #INBOUND14 3 Choose A/B testing software
  31. 31. #INBOUND14 3 Choose A/B testing software
  32. 32. #INBOUND14 4 Implement test and WAIT
  33. 33. #INBOUND14 5 Get results and declare a winner!
  34. 34. #INBOUND14 5 Get results and declare a winner!
  35. 35. #INBOUND14 4 Real A/B Test Results
  36. 36. #INBOUND14 Incremental Test #1 Smart Content
  37. 37. #INBOUND14 Conversions increased 19%
  38. 38. #INBOUND14 Incremental Test #2 Navigation & Links
  39. 39. #INBOUND14 vs
  40. 40. #INBOUND14 Conversions increased 2%on TOFU pages... ... and 22%on MOFU pages.
  41. 41. #INBOUND14 Incremental Test #3 “Ebook” vs. “Guide”
  42. 42. #INBOUND14 vs
  43. 43. #INBOUND14 “Ebook” had a 15% higher CVR in this test... ...but had an 8% lower CVR on another.
  44. 44. #INBOUND14 Incremental Test #4 Personalization
  45. 45. #INBOUND14 vs
  46. 46. #INBOUND14 Conversions increased 2-4%
  47. 47. #INBOUND14 Incremental Test #5 Animated images
  48. 48. #INBOUND14 vs
  49. 49. #INBOUND14 Conversions increased 11%in this test...
  50. 50. #INBOUND14 vs
  51. 51. #INBOUND14 But CVR decreased 15%in this test.
  52. 52. #INBOUND14 Drastic Test #1 Layout, copy, image
  53. 53. #INBOUND14 Conversions increased 303%
  54. 54. #INBOUND14 Drastic Test #2 Slide-in calls-to-action
  55. 55. #INBOUND14
  56. 56. #INBOUND14
  57. 57. #INBOUND14 The slide-in CTAs had a 192% higher click-through rate, and increased lead gen by 27%.
  58. 58. #INBOUND14 Drastic Test #3 Thank-you page layout
  59. 59. #INBOUND14 Conversions increased 125%
  60. 60. #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.
  61. 61. #INBOUND14 QUESTIONS ?
  62. 62. #INBOUND14

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