Increase  Form  &  Landing  Page  Conversions  Exploring  the  Deadly  Sins  of  Landing  Pages  

Presented  by:    Mathew  Sweezey,  Marke.ng  Evangelist,  Pardot  LLC  April  5,  2012  

A  LiAle  About  Me  

Forms  Conversions  Simple  ways  to  get  beAer  data  

Asking  Too  Many  QuesHons  

•  10  ques.ons  Max  •  Ideal  is  4-­‐5  •  Inverse  rela.onship  

between  fields  &  conversions  

Asking  Too  Many  QuesHons  

Source: Hubspot

Asking  the  Wrong  QuesHons  

People  don’t  want  to  be  contacted  

•  Being  too  invasive    •  Qualifica.on  

ques.ons  

•  Maps  to  the  buyer’s  stage  

Asking  the  Wrong  QuesHons  

Text  Fields  vs.  Drop  Down  

Drop  Downs  Provide:  •  Improved  data  quality  

•  AR  •  AR.  •  ARK  •  Arkansas  •  Arkanssas  

•  Reportable  •  Consistent  

Pre-­‐Populate  Data  

Pre-­‐populate  when  possible  •  BeRer  UX  

Progressive  Profiling  •  Ask  for  data  in  smaller  por.ons  •  Higher  conversion  rate  

The  *  of  Death  

Less  is  more  •  First,  Last,  Email  

and  Company  

What  is  the  form  for?  •  Trial?    

Whitepaper?  •  Map  to  content  

value  

Front  End  ValidaHon  

Validate  Data  •  So[  errors  •  No  submission  required  

•  Invalid  &  Free  Address  Exclusion  

Landing  Pages  Simple  ways  to  get  beAer  data  

Remove  NavigaHon  

Keep  It  Above  the  Fold  

Newspaper  Rule  •  Biggest  story  up  

top  •  Limit  scrolling  •  Call  to  ac.on  

above  the  fold  

Have  Clear  ObjecHves  

http://www.sugarcrm.com/Free_Trial

Where  Is  The  Focus?  

MulHple  Offers  

DifferenHate  MulHple  offers  •  Avoid  mul.ple  

Columns  •  Highlight  one  

(Not  Equal)  

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  

Leverage  Images  &  Video  

•  Images  should  complement  offer  

•  Images  naturally  draw  the  eye  away  from  copy  

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

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#

Email  Content  

Get  BeAer  InformaHon  •  System  cannot  be  gamed  •  Capture  bounces  /  opens  /  Click-­‐Throughs  

QuesHons    Stupid  ones  are  Okay!    

Mathew  Sweezey  Sales  Manager  

mathew.sweezey@pardot.com  

@msweezey  

Pardot  950  East  Paces  Ferry  Rd  Suite  3300  Atlanta,  Georgia  30326  

404.492.6848  877.3B2B.ROI  www.pardot.com  

Contact  InformaHon