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