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http://www.pointit.com - This presentation takes an in-depth look at landing pages, and how to optimize them for conversion rates. You'll learn the essentials of landing pages and get a checklist for creating your next one.
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Live Landing Page Reviews
Frank Coyle President, Point It
Dec 12, 2011
Presentation Agenda About Point It
• Launched in April 2002
• Seattle’s largest independent search marketing firm
• PPC & SEO
• Conversion Optimization
• 40+ yrs of SEM experience
• Servicing clients across all verticals and revenue models
Presentation Agenda Landing Pages Agenda
1. Must haves
2. Case Study
3. Landing Page Checklist
4. Landing Page Critiques
Presentation Agenda LP Gurus
Only Get it Right 67% of Time
Presentation Agenda You Only Have 7 Seconds
1. They don’t know who you are
2. They don’t know what to expect
3. They have no reason to trust you
Presentation Agenda 3 Basic Principles
1. Compelling Headline
• Relevant to keyword
2. Give reason to do business with you
• Unique Selling Proposition/Key specifics
3. Clear direct eyepath to offer/call-to-action
Presentation Agenda Evolution of a Landing Page
1. Your house is overflowing with stuff
2. You want to put your belongings in storage
3. You’re searching on terms like:
• personal storage, storage warehouse, etc.
Presentation Agenda
Presentation Agenda Today
Presentation Agenda Landing Page Checklist
• “Above the fold”
• Eyeflow leads to target
• Eliminate navigation where possible
• Shrink the header graphic
• Buttons, see them from across the room
• Trust symbols, awards
• Conversion tracking
• Google Analytics Goals & Funnel
Presentation Agenda After
Landing Page Critiques
Presentation Agenda A Landing Page is Your Most Expensive Salesperson
• Set it up for success
• Establish benchmarks and quotas
• Monitor results and performance
• Continually train and improve
• “Hire” lots of them!
Q & A
Frank Coyle, Point It [email protected]