How-To Guide Landing Pages

1. How-To Guide Landing Pages How-To GuideLanding PagesExecutive SummaryA landing page is a single webpage designed to increase your conversion rates andgenerate leads. When a visitor clicks on a search engine result or online advertisement,they are directed to a single webpage called a landing page. When a large amount oftargeted traffic visits your website, you can increase the probability of converting thattraffic into leads by using a landing page. The goal is to convert visitors into sales leadsusing a lead form. A landing page ideally contains all the information necessary to helpqualify a visitor as a lead and includes some mechanism, such as a form, to capture theircontact information. A successful landing page targets a particular stream of online traffic.Visitors can arrive by clicking on a search results list, online advertisement, email campaignadvertising, white paper, banner ads, etc. Due to the fact that visitation is targeted andoffers something valuable to the visitor, you can convert a higher percentage of yourwebsite visitors into quality leads when you use a landing page.This How-To Guide outlines different types of landing pages, how landing pages affectconversion rates and lead generation, followed by a detailed action plan on how to createand optimize your landing page.Types of Landing PagesHaving provided the definition of a landing page, we’ll introduce two types of landingpages: Reference and Transactional landing pages. You should choose the type that bestfits your organizations goals. © 2013 Demand Metric Research Corporation. All Rights Reserved.

2. How-To Guide  Reference o A reference landing page displays only pertinent information relevant to the visitor. o Reference landing pages can employ a variety of content types: text, images, videos and links to other web pages.  Transactional o The goal is to have the visitor take a desired action (conversion). o The content on the page persuades visitors to complete a transaction, often filling out a form or a similar call to action on the page. o Key contact information, such as phone number or email, is captured to add the lead to a mailing or marketing list.Advantages for MarketersConversion Rates and Lead GenerationLanding pages are one of the most important elements in lead generation, and they havetwo main goals, both very important for marketers: conversion (as measured throughconversion rates) and lead generation. These two concepts are closely linked. The higherthe conversion rate for a landing page, the more leads you gain.Comparing optimized landing pages to your home page as a place to guide your sitevisitors, landing pages almost always enjoy better conversion rates. When you know that atargeted stream of traffic is being led to your website, you can increase the conversion rateof that traffic into quality leads by using an optimized landing page. Relevant, optimized © 2013 Demand Metric Research Corporation. All Rights Reserved. How-To Guide  Reference o A reference landing page displays only pertinent information relevant to the visitor. o Reference landing pages can employ a variety of content types: text, images, videos and links to other web pages.  Transactional o The goal is to have the visitor take a desired action (conversion). o The content on the page persuades visitors to complete a transaction, often filling out a form or a similar call to action on the page. o Key contact information, such as phone number or email, is captured to add the lead to a mailing or marketing list.Advantages for MarketersConversion Rates and Lead GenerationLanding pages are one of the most important elements in lead generation, and they havetwo main goals, both very important for marketers: conversion (as measured throughconversion rates) and lead generation. These two concepts are closely linked. The higherthe conversion rate for a landing page, the more leads you gain.Comparing optimized landing pages to your home page as a place to guide your sitevisitors, landing pages almost always enjoy better conversion rates. When you know that atargeted stream of traffic is being led to your website, you can increase the conversion rateof that traffic into quality leads by using an optimized landing page. Relevant, optimized © 2013 Demand Metric Research Corporation. All Rights Reserved.

3. How-To Guidelanding pages generate higher conversion rates which result in more leads wheneversomeone clicks on your ads or opens your emails. By directing your visitors to landingpages, you can capture more leads.To ensure the highest possible conversion rates for your landing pages, pay attention tothese details:  Headlines o A captivating headline is the first thing visitors see. o The biggest opportunity for higher conversion rates comes from well-written, compelling landing page headlines.  Call to Action o Calls to action represent the second biggest opportunity for higher conversion rates. o A landing page provides the opportunity for just one conversion per visitor, so your call to action needs to induce the visitor to provide you with the visitor’s contact information and complete the desired transaction (sign up, register, purchase, etc.).  Content o Have a lead paragraph that builds on your headline and describes your value proposition and benefits. © 2013 Demand Metric Research Corporation. All Rights Reserved. How-To Guidelanding pages generate higher conversion rates which result in more leads wheneversomeone clicks on your ads or opens your emails. By directing your visitors to landingpages, you can capture more leads.To ensure the highest possible conversion rates for your landing pages, pay attention tothese details:  Headlines o A captivating headline is the first thing visitors see. o The biggest opportunity for higher conversion rates comes from well-written, compelling landing page headlines.  Call to Action o Calls to action represent the second biggest opportunity for higher conversion rates. o A landing page provides the opportunity for just one conversion per visitor, so your call to action needs to induce the visitor to provide you with the visitor’s contact information and complete the desired transaction (sign up, register, purchase, etc.).  Content o Have a lead paragraph that builds on your headline and describes your value proposition and benefits. © 2013 Demand Metric Research Corporation. All Rights Reserved.

4. How-To Guide o Provide content that keeps the visitor reading your content. The longer a visitor stays on your landing page or website, the greater the chance they will convert. o Write your content to inform and persuade, recognizing that most visitors will not have made a decision about completing a business transaction with you.  Images o Describing your strengths and advantages is important. Using images to do this will increase your conversion rates.  Professionalism o Having a professional look helps convert significantly more of your websites qualified visitors into new customers. Don’t skimp on website design, as your design conveys the quality and professionalism of your organization. o Carefully proofread all your web copy. Typos and grammatical errors will lower your conversion rate.Action Plan: Creating a Successful Landing PageHere are the elements that distinguish a homepage from a landing page and generatehigher conversion rates and more sales qualified leads: 1. Value o You have to convince visitors that you have the ideal product to address their needs. © 2013 Demand Metric Research Corporation. All Rights Reserved. How-To Guide o Provide content that keeps the visitor reading your content. The longer a visitor stays on your landing page or website, the greater the chance they will convert. o Write your content to inform and persuade, recognizing that most visitors will not have made a decision about completing a business transaction with you.  Images o Describing your strengths and advantages is important. Using images to do this will increase your conversion rates.  Professionalism o Having a professional look helps convert significantly more of your websites qualified visitors into new customers. Don’t skimp on website design, as your design conveys the quality and professionalism of your organization. o Carefully proofread all your web copy. Typos and grammatical errors will lower your conversion rate.Action Plan: Creating a Successful Landing PageHere are the elements that distinguish a homepage from a landing page and generatehigher conversion rates and more sales qualified leads: 1. Value o You have to convince visitors that you have the ideal product to address their needs. © 2013 Demand Metric Research Corporation. All Rights Reserved.

5. How-To Guide o Visitors will provide their contact information if they find value in your offer. o Clearly articulate your value proposition; make sure that it positions and differentiates your offer, products or company effectively so that the right visitors to your landing page self-qualify and “opt-in” and the wrong ones simply leave. o Deliver what you promise.2. Minimize Distractions o Be simple, clear and concise. o Focus on what your product or service does, not its features and specifications. o Do not include links. o Provide exactly the information a visitor needs to take the next step with you, no more or no less.3. Headlines o A proper headline is the first thing a visitor sees, so it must grab their attention. o It should stand alone in terms of conveying your value proposition. o Clever and concise, with no grammatical errors here or anywhere throughout the landing page. © 2013 Demand Metric Research Corporation. All Rights Reserved. How-To Guide o Visitors will provide their contact information if they find value in your offer. o Clearly articulate your value proposition; make sure that it positions and differentiates your offer, products or company effectively so that the right visitors to your landing page self-qualify and “opt-in” and the wrong ones simply leave. o Deliver what you promise.2. Minimize Distractions o Be simple, clear and concise. o Focus on what your product or service does, not its features and specifications. o Do not include links. o Provide exactly the information a visitor needs to take the next step with you, no more or no less.3. Headlines o A proper headline is the first thing a visitor sees, so it must grab their attention. o It should stand alone in terms of conveying your value proposition. o Clever and concise, with no grammatical errors here or anywhere throughout the landing page. © 2013 Demand Metric Research Corporation. All Rights Reserved.

6. How-To Guide4. Trust Indicators o Include trust indicators like case studies, testimonials, accreditations and certifications.5. Limit Exit Points o Keep visitors focused on your offer, not going elsewhere. o Hide your website navigation bar to keep them on your landing page. o In order to maximize conversions, avoid other ads or unrelated offers. o Structure your landing page content to minimize the options to exit or click back.6. Call to Action o Make it easy for visitors to understand what to do next. o Consider using call to action buttons like “Download Now” or “Start Here”. o Make call to actions easy to find and use, not hidden on the page. o Repeat the call to action throughout and again at the end.7. Images and Videos o Use pictures and videos of your product or offer. © 2013 Demand Metric Research Corporation. All Rights Reserved. How-To Guide4. Trust Indicators o Include trust indicators like case studies, testimonials, accreditations and certifications.5. Limit Exit Points o Keep visitors focused on your offer, not going elsewhere. o Hide your website navigation bar to keep them on your landing page. o In order to maximize conversions, avoid other ads or unrelated offers. o Structure your landing page content to minimize the options to exit or click back.6. Call to Action o Make it easy for visitors to understand what to do next. o Consider using call to action buttons like “Download Now” or “Start Here”. o Make call to actions easy to find and use, not hidden on the page. o Repeat the call to action throughout and again at the end.7. Images and Videos o Use pictures and videos of your product or offer. © 2013 Demand Metric Research Corporation. All Rights Reserved.

7. How-To Guide o Images should help explain, reveal or validate your offer. o Make sure the images you use are high quality.8. Above the Fold o Place the Call to Action “above the fold” – visible without scrolling. o Keep the amount of scrolling required to a minimum. o Visitors have a short attention span, so put your offer or call to action in front of them right away. o Do not crowd your landing page content. Put lower priority information below the fold. o Keep your lead form short as well to increase your conversion rate.9. Testing o Your landing page can always benefit from testing and making the appropriate improvements. o The goal of testing is to make sure it’s easy to use, meets needs, delivers what is promised and has minimum exit points. o A/B Test: A/B Testing is when you test two elements against each other. Once your have a winner you test that against another to get an even better result. An example is testing two calls to action against each other. When testing landing pages, compare conversion rates for each option. © 2013 Demand Metric Research Corporation. All Rights Reserved. How-To Guide o Images should help explain, reveal or validate your offer. o Make sure the images you use are high quality.8. Above the Fold o Place the Call to Action “above the fold” – visible without scrolling. o Keep the amount of scrolling required to a minimum. o Visitors have a short attention span, so put your offer or call to action in front of them right away. o Do not crowd your landing page content. Put lower priority information below the fold. o Keep your lead form short as well to increase your conversion rate.9. Testing o Your landing page can always benefit from testing and making the appropriate improvements. o The goal of testing is to make sure it’s easy to use, meets needs, delivers what is promised and has minimum exit points. o A/B Test: A/B Testing is when you test two elements against each other. Once your have a winner you test that against another to get an even better result. An example is testing two calls to action against each other. When testing landing pages, compare conversion rates for each option. © 2013 Demand Metric Research Corporation. All Rights Reserved.

8. How-To Guide o Multivariate: Multivariate testing considers different elements on the landing page at the same time. For example, a multivariate test can test headlines, call to action, images and videos at the same time to find the best combination.Now that you have a good understanding of the different types of landing pages and howthey affect conversion rates and lead generation, use our Lead Generation MaturityAssessment to benchmark your organization’s lead generation program maturity. If youdon’t currently have landing pages set up, use our Marketing Automation Business CaseTemplate to help you get approval for a lead generation project.Bottom LineLanding pages are crucial in increasing conversion rates and generating leads. Byhaving a simple and easy to use landing page with minimal exit points, a catchy headline,obvious call to action buttons and images or videos, you can successfully use your landingpage to generate leads and make sales. Remember the differences between a homepageand a landing page, and test your landing page frequently to make improvements thatensure your goals are being met. © 2013 Demand Metric Research Corporation. All Rights Reserved. How-To Guide o Multivariate: Multivariate testing considers different elements on the landing page at the same time. For example, a multivariate test can test headlines, call to action, images and videos at the same time to find the best combination.Now that you have a good understanding of the different types of landing pages and howthey affect conversion rates and lead generation, use our Lead Generation MaturityAssessment to benchmark your organization’s lead generation program maturity. If youdon’t currently have landing pages set up, use our Marketing Automation Business CaseTemplate to help you get approval for a lead generation project.Bottom LineLanding pages are crucial in increasing conversion rates and generating leads. Byhaving a simple and easy to use landing page with minimal exit points, a catchy headline,obvious call to action buttons and images or videos, you can successfully use your landingpage to generate leads and make sales. Remember the differences between a homepageand a landing page, and test your landing page frequently to make improvements thatensure your goals are being met. © 2013 Demand Metric Research Corporation. All Rights Reserved.