Ektron Demand Generation Manager, Melinda Cormier, will lead you through the steps to convert leads faster than you ever thought possible. The session includes a complimentary Landing Page Worksheet for all attendees.

1. Presented By:
Melinda Cormier
Demand Generation Manager, Ektron

2. About the Presenter
Melinda Cormier
Demand Generation Manager, Ektron
What do I do?
 Campaign Creation & Management
 Content Syndication Programs
 Webinar Planning & Promotion
 Seminars, Road Shows & Trade Shows

3. Agenda
• Overview of Landing Pages & Conversion Paths
• Ektron’s 6 Steps for Optimized Landing Pages
 Best Practices
 Tips & Tricks for Improving Performance
 Results

4. Why create landing pages?
To Convert Unknown Visitors to Known Visitors

5. Are you happy with your landing pages?
Only 22% of businesses
are satisfied with their
landing pages
(Econsultancy)

6. The 6 STEPS for Optimized Landing Pages
Your Brand
Messaging & Branding1
Your Content
The Foundation
2
The Design
User Experience
3
Behind the Scenes
Business Systems & SEO4
The Thank You Page
Increase Engagement
5
Analyze, Optimize, & Organize
Get Results6

7. Step 1: YOUR BRAND
We all want consistent messaging and branding on our
web pages, which includes our landing pages.
1. Your Logo
• Position, Scale, Version, etc.
2. The Theme
• Consistent Styling (CSS)
Step 1

8. Step 1: YOUR BRAND

9. Step 2: YOUR CONTENT
Content is the foundation for visitor engagement and the
cornerstone of your landing pages.
1. Main Title: Content Title & Type
2. Sub Header: What are the Benefits of Downloading the Content?
3. Body Copy: Be Descriptive and Use Bullets
4. No Scrolling: Above the Fold and Use Responsive Design
Step 2

10. Step 2: YOUR CONTENT
Main Title (H1)
Sub Header (H2)
Body Copy
• Describe the offer
• Form left or right (test it)
No Horizontal Scrolling!

11. Step 3: THE DESIGN
Ease of use is imperative when it comes to the landing
page user experience.
1. Reduce Page Navigation
• Eliminate distractions
2. Create Forms with Minimal Fields
• Include only the “must haves”
Step 3

12. Step 3: THE DESIGN
No Navigation
Keep your visitor on the page
Minimum Form Fields
Does your form make sense?

13. Step 4: BEHIND THE SCENES
Know the inner workings of your URL aliasing, meta tag
descriptions, and workflow preferences before publishing
your landing page.
1. Use Alt Text on Images & Title Tags on URL’s
2. Include a Meta Description
3. Create Custom Page URLs – Be Descriptive
4. Always Spell Check
5. Map Form Fields to Other Systems
Step 4

14. Step 4: BEHIND THE SCENES – SEO
Alt Tags on Images
Make your images search friendly
<img alt=“Ektron CMP Datasheet CTA">
Vanity URL – Be Descriptive
cmp.ektron.com/lp/CMP-Datasheet
Meta Description
This is the text that appears in the search results page

15. Step 4: BEHIND THE SCENES – Form Fields
What do we know?
• Persona
• Product Interest
• Location
Now What?
• Begin lead qualification
• Start nurturing
• Personalize her web experience

16. Step 5: THE THANK YOU PAGE
Once the lead hits the “SUBMIT” button – redirect them to
a customized thank you page.
1. No In-Line Messages
2. Be Consistent (Styling, Images, CTA’s, Descriptions, Etc.)
3. Open the Content in a New Window
4. Add “Do Not Follow” Code
5. Include Secondary Offers
Step 5

17. Step 5: THE THANK YOU PAGE
Relevant Secondary Offer

18. Step 6: OPTIMIZE, ANALYZE, & ORGANIZE
It’s all about getting results.
1. A/B Testing
• Improve Conversion Rates (Form Right vs Left, Button Color, etc.)
• Test Secondary Offers
2. Maintain Consistent Internal Naming Standards
3. Respect Your Visitors
• Provide a Privacy Policy Link
Step 6

19. Step 6: OPTIMIZE – A/B Testing
Form Right
vs
Form Left
Test A Test B

20. Step 6: OPTIMIZE – A/B Testing
Demo
vs
Webinar After you’ve read the CMP data sheet, be sure to register for the upcoming
Content MarketingPlatform Webinar.
Join Bob Canaway, VP of Marketingat Ektron to learn more about the Ektron
CMP.
Learn how to:
• Enhance acquisition of customers with easy to use tools that get results
• Drive leads with landing pages, CTAs, and content pages to boost your
inbound marketingstrategy
• Increase engagement and gain insight with targeted, relevant content and
contextual analytics
Register for the CMP Webinartoday!
Test A Test B

21. Step 6: ANALYZE
CMP Data Sheet Landing Page
Form Left
Form Right
Conversions

22. What’s your CONVERSION RATE?
Data from 1/1/14 – 4/22/14
The Average Landing Page Conversion Rate is 5-15%
(HubSpot)
Landing
Pages
Page
Views
Form
Submissions
37 24,187 5,680
Ektron’s Landing Pages
24%Conversion Rate

23. Questions?
Melinda Cormier
Demand Generation Manager, Ektron
@MelindaCormier
melinda.cormier@ektron.com