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Landing Page Strategy

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by

James Newbill

on 12 March 2015

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Transcript of Landing Page Strategy

WYSIWYG Editor
What We'll Cover:
M I S S I O N P A R A M E T E R S
*
Definition
of a LP vs HP
-
Purpose & goals
Resources
How to Make a Landing Page That C.O.N.V.E.R.T.S. (KISS Metrics)

http://blog.kissmetrics.com/c-o-n-v-e-r-t-s/

Heather Meza’s Inbound/Content/Digital Marketing Pin Board

http://www.pinterest.com/heathermeza/

10 Killer SEO Landing Page Tips (Search Engine Watch)

http://www.pinterest.com/heathermeza/

21 Ways You’re Screwing Up Your Landing Pages
(ConversionXL)
http://conversionxl.com/21-ways-youre-screwing-up-your-landing-pages-and-what-to-do-about-it/

50 Landing Page Best Practices (Ion Interactive)

http://www.slideshare.net/ioninteractive/50-landing-page-best-practices-13034333?from_search=4
Launching A Landing Page Strategy

YOUR MISSION:
Jim Newbill
A Landing Page...
is a
targeted
web page
purpose-built
to drive
action

along a specified
journey
to achieve measurable

results. Links
are leaks. Brand Poor.

There are 5
must-haves
elements of a
good
design
Unique Selling Proposition

EXAMPLE:
"The ActiveTouch has the ability to have up to 8 students interacticing with the surface at one time! "
YOU MUST CONNECT!

Include an
Hero Shot
or
Video
with strong emotional appeal
Provide
Social Proof.
"I'll have what she's having"
.
PROOF IS IN THE PUDDING!

"ClassFlow really makes lessons more engaging. The kids get feedback on their work and everyone callaborates together. ClassFlow really connects us all. "
Laser
Focused
on the
target
offering!
It must convey the
Benefits
of the offering. A Summary or details of features/benefits are critical.
THE WHATS AND WHYS!

EXAMPLE:
"Collaborate and engage
Up to six students or a teacher and a group of students can work simultaneously and collaboratively with ActivBoard Touch’s multi-user functionality*, promoting collaboration and student engagement.”
Our Do's & Dont's
DON'T
forget about multiple devices!
DO remember that desktop layouts & components are not always functional on mobile devices.
Keep it simple!

DON'T
forget to optimize!
DO remember to test, measure and iterate to improve pages & maximize the probability of conversion
DON'T just translate, localize!
DO remember to utilize a global perspective when creating landing pages – both copy & design elements; its not enough to just translate
THANK YOU!
happy travels...
Here is What Works!
B L U E P R I N T
*
Elements

of a landing page
- LP Walk thru
S A F E L A N D I NG
*
Resources

for landing pages
-
Do's & Dont's
Engaging Experiences!
Flight Plan
Template Examples
SOME MOCKUP MOCKUPS!

Engaging Experiences
+
Integrated Messaging
=
Increased
Responses
& Conversions
Different Channels make a difference
The more engaging your format the more likely you are to get the response
Videos with CTAs
CTR by .8%
F L I G H T P L A N
*
Strategy
of landing page
-
Purpose & goals
Messaging Matching!
messaging must flow & connect across all channels and touch-points
We are providing an
Easy to Use
builder with
Source Specific
Templates.
Eye-catching Images
Partnered with Unbounce to provide UI, Template and Asset Repository, and a/b testing.
M I S S I O N P A R A M E T E R S
*
Assessment
of today
-
Plan for Tomorrow
A Home Page...
CALL 4 ACTION!

Have a
SINGLE
conversion goal and
ASK
for it and often!'
The
On Page

Form


The
Click Thru


Soft Sell Opportunity
Chance to Exceed expectations
Give the more Details
Guide them to the goal

The
Confirmation Page,
Yes, I like you, Whats Next?l
The MAGIC MOMENT!

Here's a FAQ to get you started!
Thank You So Much!
Related blogs or other Promethean News Letters
10% off all equipment for repeat customers.
Print your Webinar Information for you records.
Thank You For Subscribing to our newsletter or RSS feed.
Download a Free Ebook or White Paper
Like Us on Facebook, Follow us on Twitter, Google + to get exclusive product news, updates and offers!
The Rise of "Other" Devices!
If Landers have to be Responsive, Then We Do TOO !!
We have to remember that Mobile Users dominate our Sector
SOME MOCKUP MOCKUPS!

Homepage templates forced work as Landers.
Process is complicated and inefficient.
No consistent brand treatments.
Not designed optimized for source, product, and topic.
Non Responsive so Mobile is sub par.
Little Attention to LP Best Practices.
Email and Landing pages are treated separately.
Not optimized for test and learn.
Opportunity loss with limited use of Post Conversion Pages.
3 dispersant archaic systems used for design.
Limited access to SME's for Design and Conversion Techniques.


Potential customer receive a sub optimal experience - behavioral user paths frought with obstacles.
Poor market reflection on PRW
Poor user experiences – difficult to find info
Poor ability to engage and convert traffic
Inefficient use of financial and physical resources


Lost leads, opportunities and sales.


Using Landers in Any Ongoing Campaigns.
Simple Distribution & Creation Tool.
Template layouts have been designed with source, product, and topic in mind.
All are high responsive for mobile.
Non Responsive so Mobile is sub par.
Design used the latest Best Practices and followed conversion tested prototypes.
Landers and Email will have branding and message alignment.
Tool allows for easy testing for optimization
Post Conversion Templates included.
Design and Conversion resource accountable for consultation, editing, and audits.



User psychological and behavioral experience is streamlined.
PRW brand will be reflective of the times
Maximize opportunities to accomplish marketing goals
Engagement opportunities will be maximized.
Efficient use financial and physical resources
Speed to market will increase


Lost leads, opportunities and sales.

Current Landscape and Challenges
LANDING PAGE STRATEGY ALIGNMENT WITH BUSINESS GOALS
is a
general
web page
purpose-built
to encourage
exploration,

it is brand rich, and loaded with
links.

Homepage Landers
Landing Page Blueprint
Awesome experiences to help drive revenue
Many
goals
, big
brand
,
links
everywhere,
deep
pages,
covers all
shapes and sizes
Homepage strategy is like...
Landing page strategy is like...
Screen Render
Screen Render
Screen Render
Your
Unique Selling Proposition (USP)
A. The main headline
B. A supporting headline
C. A reinforcement statement
D. A closing argument
The
hero shot
(images/video of context of use)
The
benefits
of your offering
Social
proof
A single conversion goal –
Call-To-Action (CTA)

THE CONFIRMATION PAGE
Q: Does this mean more work for me?
A: No. Templates are pre-designed and can be edited the same way the Pardot emails are.
Q: Why Can't Jim or Someone take are of all this?
A: Actually, Jim Newbill is accountable for the Landing Page Strategy and it being a success. Thus he is very invested. (I love talking in 3rd party.) In the beginning, he is leading the template building, testing strategy and set up, as well as analytic. Eventually, the template editing will be the only thing that you will be responsible for. It is dependent on your individual comfort level.
Things that we keep top of mind when designing your templates.
?
Wait a Sec! We've got a few Questions First.
Full transcript