Live Landing Page Assessment: Learn how to implement landing page best practices to optimize your conversion rate

August 19, 2010Presented by: Randa Codron

Things you want to know about this presentation

1. The presentation will be 45 minutes including Q & A2. You can send your questions to us via your

GoToWebinar controls at any time during the presentation

3. We will answer timely, topic-specific questions during the presentation and save the rest for the Q & A period

4. We answer all the questions we don’t have time for during the presentation in a blog post later in the day

5. We will send out a link to the recording and a PDF of the presentation slides after the presentation

What is a landing page?

In online marketing a landing page is the page where your customers arrive after clicking on a banner ad, a search engine result link or any other internet marketing offer or effort, and, if all goes well, you’ll be able to garner contact information – the first step towards making sales.

Marqui’s Landing Page Optimization Process

1. Make a good first impression 2. Have a compelling, urgent offer 3. Convey your key value proposition 4. Communicate who you are and what you do5. Maintain consistent company branding and messaging6. Keep important information above the fold7. Keep your forms simple (only ask for what you need!)8. Don’t hide your call-to-action9. Build trust and credibility by communicating your

privacy policy10.Test, measure and improve

Assessment 1

Company: Lakeview College of Nursing

URL: http://www.lakeviewcol.edu/admissions.php

Landing Page Objectives:To increase online enrollment for nursing programs offered by Lakeview

Customers:Potential students, parents

Good use of bold text to create a sense of urgency

Clear header links to different areas of the site

Nice large logo with a hyperlink to the company homepage

Page is very text heavy

Tips for improvement:

• The page should make use of a lead capture form rather than relying on visitors to click through to another page before capturing their information.

Good use of an “emotional” image

A combination of call-to-action buttons and links would be more effective

Company: Jaspersoft

URL: http://www.jaspersoft.com

Landing Page Objectives: To capture leads by offering a thought leadership whitepaper

Customers:Small and large B2B and B2C

Assessment 2

What does Jasper Soft do?

The offer gets less prominence than other copy on the page

Solid lead capture form, BUT much too lengthy for a whitepaper

Tips for improvement: • Form should only ask for name, email and company for collateral offers, like a whitepaper offer• Privacy Policy should be indicated below the “Download” button and shouldn’t interfere with the flow of the form• “Download” button should be above the fold

Nice clean page layout

Company: Welch LLP

URL: http://www.welchllp.com

Landing Page Objectives: To capture leads and createbusiness for Welch LLP’s accounting business

Customers:B2B, B2C, and non-profit

Assessment 3

Good use of thought leadership pieces to build interest

Newsletters are a great way toget opt-ins

Company name and logo clear

Clear links to other areas of the site

What does Welch LLP do?

Career opportunities stands out more than business elements

Non-prospect engaging elements need to be toned down

Tips for improvement: • Use the newsletter as a mechanism to capture prospects’ information, request info to sign-up and

received quarterly newsletter. Give them a reason to opt-in! • Highlight items that are meant to encourage visitors to click-through the website or opt-in

Assessment 3

Company: G & K Services

URL: http://www.gkservices.com

Landing Page Objectives: To create conversationsby capturing targeted prospect information

Customers:B2C and B2B

People like pictures of their peers

Strong lead capture form

Nice display of contact information including physical address

Good header links to back to website

Required fields are clearly indicated

Tips for improvement: • If you are trying to segment prospects (which is why you would have a lengthy form), opt to have

separate forms for each segment to avoid having a high abandonment rate.

“Submit” text is not a best practice. This should be a call-to-action

Good use of privacy policy to build trust

Requesting too much information

Landing Page Testing A/B

• This method is used for testing two versions of a web page, version “A” and version “B”

• The goal is to test multiple versions of a webpage to determine which page is more appealing and thus effective

• The data is measured through click-throughs and conversions

Multivariate Testing • Involves finding the best combination of

different on-page elements

• More than one element of a webpage is tested in a live environment

• Multivariate tests are used to determine which content or creative variations produce the most results for defined landing page goals

How Marqui can help you optimize your landing pages

Attract & Engage

Capture

Nurture

Qualify

New Customer

Landing Page creation, Form builder, Google Website Optimizer integrations for A/B Split and Multivariate Tests, Real-time click-through and

conversion analytics, Marketing Database

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Randa Codron

randa.codron@marqui.com

604.484.8547

Amberlie Denny, Marketing Coordinator

amberlie.denny@marqui.com

604.630.3712