increase form and landing page conversions
TRANSCRIPT
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Increase Form & Landing Page Conversions Exploring the Deadly Sins of Landing Pages
Presented by: Mathew Sweezey, Marke.ng Evangelist, Pardot LLC April 5, 2012
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A LiAle About Me
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Forms Conversions Simple ways to get beAer data
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Asking Too Many QuesHons
• 10 ques.ons Max • Ideal is 4-‐5 • Inverse rela.onship
between fields & conversions
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Asking Too Many QuesHons
Source: Hubspot
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Asking the Wrong QuesHons
People don’t want to be contacted
• Being too invasive • Qualifica.on
ques.ons
• Maps to the buyer’s stage
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Asking the Wrong QuesHons
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Text Fields vs. Drop Down
Drop Downs Provide: • Improved data quality
• AR • AR. • ARK • Arkansas • Arkanssas
• Reportable • Consistent
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Pre-‐Populate Data
Pre-‐populate when possible • BeRer UX
Progressive Profiling • Ask for data in smaller por.ons • Higher conversion rate
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The * of Death
Less is more • First, Last, Email
and Company
What is the form for? • Trial?
Whitepaper? • Map to content
value
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Front End ValidaHon
Validate Data • So[ errors • No submission required
• Invalid & Free Address Exclusion
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Landing Pages Simple ways to get beAer data
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Remove NavigaHon
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Keep It Above the Fold
Newspaper Rule • Biggest story up
top • Limit scrolling • Call to ac.on
above the fold
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Have Clear ObjecHves
http://www.sugarcrm.com/Free_Trial
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Where Is The Focus?
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MulHple Offers
DifferenHate MulHple offers • Avoid mul.ple
Columns • Highlight one
(Not Equal)
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The Eyes Have It
Don’t be LOUD! • Only a few colors Text • Black • Blue Hyperlinks • 14+ Size • No White Text on
Black • Easy to find Call to
Ac.on
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Leverage Images & Video
• Images should complement offer
• Images naturally draw the eye away from copy
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Push Their BuAon
• Forms with the word “submit” on the data form submission bu4on perform significantly worse than those that have something else on them (17% vs. 14.5%) and that ‘click here’ and ‘go’ outperformed ‘submit’, ‘download’, and ‘register’.
• BuRon should be conspicuous
Grab Your Seat
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Don’t Forget Mobile
Less Real Estate
Be Concise • Logo • Copy • Short Form displayed
ver.cally • “Go” buRon
SHck with leading pla[orms
http://www.marketingsherpa.com/article.php?ident=32086#
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Email Content
Get BeAer InformaHon • System cannot be gamed • Capture bounces / opens / Click-‐Throughs
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QuesHons Stupid ones are Okay!
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Mathew Sweezey Sales Manager
@msweezey
Pardot 950 East Paces Ferry Rd Suite 3300 Atlanta, Georgia 30326
404.492.6848 877.3B2B.ROI www.pardot.com
Contact InformaHon