a guide to make effective landing pages
TRANSCRIPT
Connecto Every Visitor Matters
How Businesses use Landing Pages for
Effective Lead Generation via Email Marketing
Landing Pages
Landing Pages are the most
common destination of email as
well as marketing campaigns
Landing pages deliver fast and
compact messaging
Landing Pages are easier to
edit, A/B test and make
consistent with your marketing
campaigns
Fast and Compact Messaging ATTENTION
Attention is a rare commodity on the internet. Majority users
on a landing page will bail out within 8 seconds. Some even
sooner*
,
SPEED
If landing pages don’t convey the key points fast, they still fail
to generate interest
CONSISTENCY
Users expect the messaging of the email/ad to be repeated
on the landing page.
OPTIMAL LANDING PAGES
Landing pages which catch attention quickly, render quickly,
provide consistent messaging convert better
*http://www.theagitator.net/wp-content/uploads/SilverpopStudy_LandingPageReport.pdf
Landing Page Length and Implications Some tips on landing page length and placement.
Above the Fold
Its good to have your form/call to action above
the fold to make sure users know what they need
to do on the page.
Build Intent and then Educate
Prioritize on call to action and cover the most
important points above the fold. If you want to
include more content, place it below the fold.
Keep call to Action always Visible
If your landing page has content for which a user
needs to scroll, ensure that at all points lead form
is visible. Inject a lead form on scroll.
Lead Form on Landing Page Ask for minimum possible fields from the user.
How many fields should you ask for ?
Research suggests, quantity of submissions is
inversely proportional to number of fields in the
lead form.
Quality of Leads
However, it has also been observed that visitors
who fill more fields are more motivated and
hence higher quality leads.
Mobile
Number of form fields is a even greater concern
on mobile devices.
* https://blogs.oracle.com/marketingcloud/landing-page-questions/
User Experience Research Some key ideas learnt from user experience research.
Left to Right
Visitors typically read from left to right. So its
common to mention the salient features on the
left and then place the lead form on the right.
Images
Images speak a thousand words. Fast loading
images which convey your marketing message
deliver great results.
Tools
You can use tools like EyeQuant* or heat
maps to analyze what your typical users will
focus on.
* http://www.eyequant.com/
Mobile Responsiveness Mobile devices will account from 15% to 70% of your email views
Most Emails will be opened on mobile
Mobile already dominates email views and the
trend is likely to continue
Landing Pages need to be responsive
Obviously the clicks will also be mostly on
mobile, hence the landing pages need to be
responsive.
Impact
Its imperative to make sure the landing pages
are designed with mobile audience in mind.
Typically this means, even lesser form fields.
* http://www.emailmonday.com/mobile-email-usage-statistics/
LEADS
EXIT INTENT
LEAD FORM
COMPACT MESSAGE
LINKING LANDING PAGES
WITH YOUR WEBSITE
Typically landing pages are designed to be distraction
free so that users have only one call to action, which is
to submit lead form.
However, users like to explore your website and know
the business better.
If you allow outbound navigation ensure the
destinations can also capture leads effectively
Outbound Links Commonly landing pages don’t provide outbound links to own websites. However, this depends on your site’s conversion
rates
Monitoring Key Metrics Apart from landing page conversion rate you need to monitor other metrics from Google Analytics or your
analytics tool of choice
Bounce Rate
Bounce rate and percentage exit are key
indicators of user experience. Make sure your
landing pages are loading fast enough if you
see high values here.
Time Spent
Higher time spent is a positive indicator of
engagement. Quality leads typically spend
more time on landing pages.
Lead to customer Conversion Rate
Sometimes landing pages generate many
leads but don’t convert to customers. This may
be because of misinformation or not educating
about key facts.
Exit Intent Lead Forms When a user is about to exit your site, its possible to put your best fit forward and hold them.
Gives you an extra chance
Exit intent lead forms gives you an extra chance
to impress the customer.
Messaging is Important
Be sure you make the best use of this chance.
When a visitor is about to leave, you better have
a good reason to stop them. Discount coupons
are a good way to do that.
Impact
Typically you can expect drop off rates to
decrease by 7% using exit intent forms on your
landing pages.
LAUNCH
MEASURE
EXPERIMENT
IMPROVE
A/B Test
Bring half your visitors on one
landing page and half on another
to A/B test which performs better.
ITERATE
Keep experiment with messaging,
images, placements to achieve
optimal results over time
A/B Test and Iterate Whatever landing pages you start with, its important to improve them over time.
Designs and Templates
One of the key challenges marketers face are finding good templates for landing pages. Here are some places you can find landing page templates. Some of these resources are free to use.
• StartBootstrap (Free) : http://startbootstrap.com/template-categories/landing-pages/
• ThemeForest: http://themeforest.net/category/marketing/landing-pages
• Wrapbootstrap: https://wrapbootstrap.com/themes/landing-pages
• Wix: http://www.wix.com/html5webbuilder/910_lp-x-c-g
Landing Pages as a Service
There are many tools which you can use to short circuit your search for performant landing pages
• Unbounce: http://unbounce.com/
• Lead Squared: http://www.leadsquared.com/
• Hubspot: http://www.hubspot.com/
• Connecto: http://www.connecto.io/
Connecto Landing Pages are now open for Beta signups. Reach out to
[email protected] for your free trial.
What we are up to ?
Connecto is on a mission to improve engagement and conversions for business websites.
What is Connecto Leads ?
Connecto leads helps you generate more and better leads from your website. It can target
your audience in different ways e.g. time-on-website, geography etc.
What are other products ?
Connecto has multiple products to improve your marketing efforts:
1. Connecto Messaging – Virtual Salesman/Assistant on your website.
2. Connecto Landing Pages – Make and serve beautiful and responsive landing pages.
Who we are? Connecto is a team of technologists, scientists and designers on a mission to superfuel your
website and landing pages.
Q & A
Appendix
Screen shot
Connecto Leads
Lead Forms
1. Lead forms as part of splash center popups, bars
and in embedded form.
2. Complete control on form fields and visuals
3. Get Enriched data with every lead like source,
referer click trace.
Targeting Rules
1. Smart behavior targeting like Scroll, Exit Intent and
time based targeting to reach the right customer
2. Geolocation based targeting to target different
cities and countries
3. A/B tests to find the best messaging
Screen shot
Connecto Landing Pages
Lead Forms
1. Responsive lead forms with completely
customizable form fields
2. Real time Editor to customize your page
3. Complete control on form fields and visuals
4. Get Enriched data with every lead like source,
referer click trace.
Key Features
1. A/B tests to find the best performing landing pages
2. Analytics to understand your customer at
aggregated level
