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800-‐920-‐7227 | www.pinpointe.com
Presented by Kelly Noble Mirabella
800-‐920-‐7227 | www.pinpointe.com
Presented by:Michael Barber
800-‐920-‐7227 | www.pinpointe.com
A Leader in Business-‐to-‐Business Email Marketing
Brought to you byPinpointe
800-‐920-‐7227 | www.pinpointe.com
800-‐920-‐7227 | www.pinpointe.com
Founder, barber&hewittwww.barberandhewitt.com
Phone: 520-‐591-‐1658 | [email protected]/Instagram/Snapchat: @michaeljbarber
Featured SpeakerMichael Barber
800-‐920-‐7227 | www.pinpointe.com
Eryn BranhamPinpointe On-‐Demand, [email protected]
800-‐920-‐7227
Moderator
800-‐920-‐7227 | www.pinpointe.com
• Featured in the New York Times, Forbes, and Mashable• Lover of ice cream, cold brew, and travel.• Two Westies – McDoogle & Bowie @mcdoogleandbowie
800-‐920-‐7227 | www.pinpointe.com
About Michael…
800-‐920-‐7227 | www.pinpointe.com
WHY DO GREAT LANDING PAGES MATTER
Because there are a lot, a lot of bad ones out there…
800-‐920-‐7227 | www.pinpointe.com
WHY DO GREAT LANDING PAGES MATTER
Because they drive more conversions for your business.
800-‐920-‐7227 | www.pinpointe.com
SHOULD WE EVEN USE A LANDING PAGE?
• For every campaign, yes.• Sending visitors to a non-‐specific page is a waste of money.• Multiple inbound sources.• Special promotions.• Getting around deployment schedules.• “So, the CEO wants XXXXXX tomorrow!?!?!?!?”
800-‐920-‐7227 | www.pinpointe.com
START WITH BUSINESS OBJECTIVES
• The business objective of a particular campaign, product, service.
• Ask yourself, “What problem are we trying to solve?”
• You must be able to measure against something.
800-‐920-‐7227 | www.pinpointe.com
KNOW THY AUDIENCE
• Understand the goals and motivations of the users who will be arriving at your landing page.
• What are the main questions that a potential visitor will have?
• Knowing this will allow you to design an experience that answers these questions in priory sequence on the page.
800-‐920-‐7227 | www.pinpointe.com
AUDIENCE ACTION
“Every website & landing page has conversion opportunities, and every conversion opportunity
needs a CTA.”-‐Oli Gardner
800-‐920-‐7227 | www.pinpointe.com
ENTRANCES MATTER
• Where are your audiences coming from?• All campaign entry points and existing collateral materials to maintain a consistent brand experience and design.
800-‐920-‐7227 | www.pinpointe.com
AUDIENCE LIMITATIONS
• Entry points matter, a lot.
• If people can’t operate in their context, they will leave.
800-‐920-‐7227 | www.pinpointe.com
DOs & DON’Ts
• DON’T repeat errors of the past.
• DO repeat your successes.
• Check out what your competitors are doing.
800-‐920-‐7227 | www.pinpointe.com
DON’T EVER DO THIS
• Too much reading = too much thinking.• Don’t lie• Don’t include a form if it isn’t necessary• No, no, no music. Never. Ever.• Don’t use photos found via Google Search. Create your own or use a stock service (Shutterstock, Getty Images)
800-‐920-‐7227 | www.pinpointe.com
RELEVANT & TARGETED
• The rule of 1– One goal– One message– One action– Repeat…– One goal– One message– One action
800-‐920-‐7227 | www.pinpointe.com
CONSISTENCY ALWAYS WINS• From the click > conversion > post-‐conversion, consistency always win.
• Ad, landing page, design, messaging, tone, follow-‐up, etc. should always be consistent.
800-‐920-‐7227 | www.pinpointe.com
CONSISTENCY ALWAYS WINS
• From the click > conversion > post-‐conversion, consistency always win.
• Ad, landing page, design, messaging, tone, follow-‐up, etc. should always be consistent.
800-‐920-‐7227 | www.pinpointe.com
CLEAR & CONCISE HEADLINES
• Clarity matters
• Stay away from Jargon
• Get to the point
• Tell us what you do
800-‐920-‐7227 | www.pinpointe.com
NO, NO, NO, JUST SAY NO TO NAVIGATION
• Yuppiechef saw a 100% increase in conversion rates (from 3% to 6%).
• Career Point College removed the top navigation and modified its form layout, whichincreased the conversion rate 336%.
• SparkPage's conversion rate jumped from 9.2% to 17.6% over the month they ran a test removing their top navigation
Source: Hubspot
800-‐920-‐7227 | www.pinpointe.com
READABILITY MATTERS
• Is it…– Easy?– Fast?– Possible?!?!?
• To do list– Turn off slider autoplay– Forget that, just get rid of sliders and carousels
– Simplify the copy– Narrow the paragraph width
– Title case the headline
800-‐920-‐7227 | www.pinpointe.com
READABILITY MATTERS
The ideal ratio for readable web copy is• 16px font size• 25px line-‐height• 680px paragraph width
800-‐920-‐7227 | www.pinpointe.com
MEDIA EXPERIMENTATION
• Video is booming• But, video is hard.• Test media options to ensure you have the right mix of elements.
800-‐920-‐7227 | www.pinpointe.com
ALWAYS GIVE ME MORE
• Give thank you pages something more– Link to more useful content– Extra giveaway or download– Surprise them
800-‐920-‐7227 | www.pinpointe.com
FREE SHOULD BE FREE
• If you say free, there better be something free there.
• If you don’t want to give everything away, give people previews (example Amazon shows people the first couple pages of books).
800-‐920-‐7227 | www.pinpointe.com
GOODPOPUPS/DOWNS DON’T
•Relevant•Valuable•Well timed•Designed to delight
800-‐920-‐7227 | www.pinpointe.com
TRUST MATTERS
• Endorsements can build credibility, but ensure you’re monitoring for crisis situations.
• Real testimonials from real sources.• Always include privacy statement and terms/conditions.• Use laymen’s terms for all policies.• Above all, be authentic.
800-‐920-‐7227 | www.pinpointe.com
GO LIVE TIPS
• Have a checklist– Establish a process, learn, rinse, and repeat
• 5 second rule• The hills have eyes…many...many eyes.• Mom/Mum test• QA
800-‐920-‐7227 | www.pinpointe.com
ANALYTICS & METRICS
• Use analytics, always.
• You should ensure you are recording the fundamental performance metrics for each campaign. These are campaign specific, but can include: conversion rate (broad term), bounce/abandonment rate, form completion rate.
• Don’t fall into the dreaded industry averages.
• Be transparent always.
800-‐920-‐7227 | www.pinpointe.com
ANALYTICS & METRICS
• Other analytics sources can be extremely helpful:– Customer feedback– Eye tracking– Heat maps– Assumed attention hot spots
800-‐920-‐7227 | www.pinpointe.com
DURING
• A/B test to validate hypothesizes • Test primary image/video/asset (mood, lighting, message)• Test primary messages (size, color, position)• Call to action• Button colors• Contrast ratios• Form threshold• Leverage third-‐party for anything beyond A/B• Refine constantly
800-‐920-‐7227 | www.pinpointe.com
CAMPAIGN CONCLUSION
• Don’t take it down if you don’t need to. Evergreen campaigns can build long-‐term value via SEO and additional future traffic.
• Historical optimization is key. Go back to old landing pages with new learnings.
• Post mortem…even landing pages need an autopsy.
800-‐920-‐7227 | www.pinpointe.com
We Thank YouWe appreciate you taking the time to watch this today!
800-‐920-‐7227 | www.pinpointe.com
800-‐920-‐7227 | www.pinpointe.com
Check Out Our Blogwww.pinpointe.com/blog
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