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Boost Your Results with Innovative Landing Pages

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A Look at Next-Generation Landing Pages that Convert Higher Quality Leads

ion co-founder and landing page pioneer, Anna Talerico takes you through today’s most innovative, next-generation landing pages. Learn how a whole new class of first impressions is capturing the attention and data of the web’s highest quality leads.

Moving beyond forms on pages
Teasing with content
Engaging with interactivity
Brand new examples — hot off the press

See how a new breed of landing pages is differentiating and performing beyond expectations.

Publié dans : Marketing
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Boost Your Results with Innovative Landing Pages

  1. 1. Boost your results with innovative landing pages
  2. 2. A brief history of the 
 landing page
 The problem with
 landing pages
 New ways to innovate 
 on your landing pages
 Examples and case 
 studies what’s inside
  3. 3. A brief history 
 of the landing page
  4. 4. In the Beginning… Web visitors went to websites to learn or to read or to explore. 
 
 Landing pages worked 
 to get lots of hits and eyeballs to a site. 

  5. 5. How can we get more visitors to take action on our site? Smart Marketers Woke Up… VS 99% 1%
  6. 6. Enter the Landing Page • Pay-per-click • Display and affiliate 
 traffic • Landing page 
 optimization for 
 organic traffic Landing pages work particularly well for:
  7. 7. Purpose of a Landing Page LAND TAKE ACTION CONVERT
  8. 8. “Landing pages are not wandering generalities. 
 They are specific, measurable offers. You can tell if they’re working or not. You can improve the metrics and make them work better. Landing pages are the new direct marketing, and everyone...
 is a direct marketer.” - Seth Godin Seth said…
  9. 9. Seth said a landing page can cause one 
 of five actions: Get a visitor to click (to go to another page, on your site or someone else’s). Get a visitor to give permission for you to follow up (by email, phone, etc.). This includes registration of course. Get a visitor to buy. Get a visitor to tell a friend. Get a visitor to learn something, which could even include posting a comment or giving you some sort of feedback. 5 Actions
  10. 10. 2 Categories of Landing Pages • Landing pages for paid 
 or campaign traffic • Organic search landing pages
  11. 11. Example - PPC
  12. 12. Example - Organic
  13. 13. A Marketers Best Friend Landing pages work amazingly well at converting all types 
 of traffic to leads and sales.
  14. 14. Until they stop working Conversion Rate Bounce
 Rate
  15. 15. A marketers story
  16. 16. A marketers story A B
  17. 17. A marketers story A B
  18. 18. A marketers story
  19. 19. A marketers story Conversion Rate Bounce Rate
  20. 20. The problem with 
 most landing pages
  21. 21. Diminishing Returns Headline Subhead CTA Bullets Video Form Hero 
 Imagery
  22. 22. 1. The chasm from click to conversion The chasm between landing and conversion is too great to expect a user to land and convert instantly.
  23. 23. 2. User Expectations MOBILITY UTILITY CONTENT OVERLOAD
  24. 24. 3. Undifferentiated Once you have seen 
 one landing page haven’t you seen 
 them all?
  25. 25. Forrester Research identifies 3 types of customer perceptions that a digital experience must
 align with: 1. ENJOYABLE
 How enjoyable were they to 
 do business with?
 2. EASY
 How easy were they to do 
 business with?
 3. USEFUL
 How effective were they at 
 meeting your needs?
  26. 26. A Landing Page Should be RELEVANT FOCUSED DIRECTIONAL Specific to the ad or message the visitor clicked on. Without extraneous content, navigation and calls to action, singularly focused on a single offer or topic Indicating, both visually with content and calls to action, what action the visitor should take
  27. 27. • Chasm from click to 
 conversion
 • Undifferentiated
 • Not aligned with modern 
 user expectations Problems with the 
 Typical Landing Page
  28. 28. New ways to innovate on
 your landing pages
  29. 29. Wide variety of formats
 Educational
 Differentiated
 Modern Interactive 
 Landing Pages
  30. 30. Where and how
 you use forms
  31. 31. Example - PPC
  32. 32. Lead Gen Gates D&B allows some chapters to be accessible by visitors while others
 utilize a gate to access content.
  33. 33. Lead Gen Gates Some results page that shows 
 some results, but also has a call 
 to action to get the complete 
 results.
  34. 34. Lead Gen Gates Gating the results.
  35. 35. “Upsell” You can provide optional content, behind a form, for related topics.
  36. 36. Result Pages
  37. 37. Optional The anti-gate — an optional call 
 to action to complete a form. Content Marketing 
 Innovators Get your FREE PDF of the 
 eBook now! GET THE PDF First name Last name Email Phone
  38. 38. Gated vs Ungated Test The ungated version drove 33% more leads! 
 Yes, that’s 33% MORE leads by allowing visitors to freely access
 the content and optionally register for the PDF.

  39. 39. No more content behind forms!
  40. 40. But still capturing leads!
  41. 41. microinteractions
  42. 42. What is a
 microinteraction? Think of a micro interaction as the tiny ways you’ve become accustomed to as a user of apps and modern websites.
  43. 43. In 2015, we saw an increase in Swiping and clicking, Control over seen/unseen content, Personalization (e.g., location tools), Microinteractions, Scroll-based navigation, Video and animation, Transitions and loop functions. This shift places more emphasis on microinteractions, the minutiae of interactivity: a ding sound when you send an email, or an animation to draw attention to a new notification. Interaction design will only get more intricate as technology allows, making this a trend that’s sure to stick around for a while.”~ The Next Web “
  44. 44. Hover Factoid 75% of sales want data on barriers to buying But only 14% are currently getting the data Hover factoid
  45. 45. Hover Reveal
  46. 46. 50 % Interactive elements like this can boost engagement more than 50%. Microinteractions
  47. 47. Use Variety of Experiences
  48. 48. Interactive Content: Browser-based digital content experiences designed for visitor participation Interactive content typically includes a feedback loop in which the outcome of the experience is directly impacted by the interaction of the visitor.
  49. 49. Interactive Content Experiences: • Quizzes • Calculators • Assessments • Interactive Infographics • eBooks • Interactive White Papers • Contests • Solution Finders
  50. 50. Marketers are already using interactive content for lead gen
  51. 51. Interactive Content for 
 Lead Generation & Conversion 53% of content marketers use interactive content.
 
 And a primary goal is lead generation/conversion. 
 53%
  52. 52. Note: Multiple Responses permitted. Educating the audience ……………………….………… 75% Engagement ……………………………………………….. 59% Lead generation/top of funnel …………….…………… 58% Create brand awareness …………..……………………. 57% Conversion………………………………………….……… 49% Social media/community engagement ……….………. 41% Lead nurturing/mid-funnel ……………………….…….. 33% Customer retention/loyalty………………..…….………. 31% Storytelling ………………………………………..……….. 31% Sales/sales enablement ………….…………….….…….. 28% Other reasons ……………..………………………..…….… 4% Reasons Interactive Content Used 
 in Content Marketing
  53. 53. Marketers are already using a wide variety of experiences
  54. 54. Types of Interactive
 Content Used Assessments …………………………………….54% Calculators .......................................................52% Contests ...........................................................50% Quizzes .............................................................48% Interactive infographics …………………….….44% Interactive eBooks ………………………………38% Interactive white papers ……………………..…27% Configurators .…………….……………..……… 26% Games ………………………………………….… 24% Wizards ……………………………………………17% Interactive lookbooks ………………………..…15%Note: Multiple Responses permitted.
  55. 55. Marketers are already using interactive content on their landing pages
  56. 56. Places Where Interactive Content
 is Used as a Marketing Tactic Landing pages ……………………………………………. 64% Social media platforms ………………………….………. 51% Microsites …………………………………..……………… 46% Blogs …………………………………………….……..…… 45% eNewsletters ………………………………..……………… 38% Corporate home page …………………………………….. 34% Paid content promotion services …………….………….18% Other places …………………………………………….…… 6% Note: Multiple Responses permitted.
  57. 57. Innovating Your
 Landing Page Works
  58. 58. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... educating the buyer 70% INTERACTIVE CONTENT STATIC CONTENT 93% VS
  59. 59. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... differentiating from competitors 55% INTERACTIVE CONTENT STATIC CONTENT 88% VS
  60. 60. Comparing interactive to passive content, interactive 
 content is somewhat or very effective at... generating conversions 36% INTERACTIVE CONTENT STATIC CONTENT % 70% VS
  61. 61. 4XConversions Purchasing power drove 4 times the number 
 of e-commerce conversions.
  62. 62. 7.5-10 
 Increase in 
 Leads through education % Interactive White Paper
  63. 63. 36Increase in 
 Conversions 21Increase in 
 Site Visits % %
  64. 64. I prefer more interactive/visual content that
 I can access on demand.“ ”~ Demand Gen Report’s 2015 Content Preferences Survey Interactive content is what buyers want 91%
  65. 65. Quite simply, it’s
 a not a question
 of whether companies should use interactive content but rather how soon they should start. “ ”~ Content Marketing Institute
  66. 66. Thank You info@ioninteractive.com twitter: @ioninteractive atalerico@ioninteractive.com twitter: @annatalerico

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