conversion confererence - b2b landing pages - futurenow & ion interactive
TRANSCRIPT
S5:
B2B Landing Pages
Howard KaplanFutureNow
@howardkaplan
Scott Brinkerion interactive@chiefmartec
#ConvCon #b2bCRO
B2B Landing Page 101
B2B Landing Pages
Take an action
B2B Landing Pages
Take an action
B2B Landing Pages
Fill out a lead form
B2B Landing Pages
Fill out a lead form
B2B Landing Pages
Link to information
B2B Landing Pages
Link to information
Where They “Fall” Out
Landing Page 101
Landing Pages are from Mars
Secret to Conversion
Clicks Are People!
For you to achieve your goals, your visitors must achieve their goals first.
Conversion
Text
a reflection of your customers' satisfaction
Text
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a reflection of your customers' satisfaction
Text
(and your effectiveness)
Customer’s Arc
Matching Arc’s
Matching Arc’s
Structural Integrity
Matching Arc’s
Structural Integrity
Persuasive Momentum
Structure
Design Elements
1. Logo / identity
2. Unique value proposition
3. Headline
4. Offer
5. Call to Action
6. Product Presentation / copy
7. Links to more information
8. Contact info / template
Logo
Call to Action
Headline
Offer
Product Presentation
Links to More Information
Confidence building
Template elements
UVP
•Technology
•Navigation, or lack thereof
•Keep it simple (or relevant?)
Beware of Best Practices
•Technology
•Navigation, or lack thereof
•Keep it simple (or relevant?)
Beware of Best Practices
•Technology
•Navigation, or lack thereof
•Keep it simple (or relevant?)
Beware of Best Practices
Text
Almost any question can be answered, cheaply, quickly and to conclusion by a test campaign.
-Claude C. Hopkins, 1923
5 “Structural” Tips• Product Images Tell A Story• Test Your Forms & Copy• Trust, Rapport & Point of Action Assurances• Calls to Action - Get Them to Click• You have to get the lead to score it
Tip 1: “Product” Images Are Persuasive
Tip 1: “Product” Images Are Persuasive
Tip 1: “Product” Images Are Persuasive
Follow the Eyes
Follow the Eyes
Pretty Face & Impact
Tip 2: Forms & Copy (+200%)
Tip 3: Point of Action & Confidence
Tip 4: Call to ACTION
•Wording•Color•Size•Shape•Style•Icon•Location
Tip 5: Cart or Horse?
Momentum
Matching Arc’s
Structural Integrity
Matching Arc’s
Structural Integrity
Persuasive Momentum
X
X
Entry Point
ConversionPoint
Reconsidering Conversion
X
X
Entry Point
ConversionPoint
How “we” buy
WIIFM?
I) Who are we trying to persuade?
II) What action do we want her to take?
III) What information does she need to feel confident taking the action?
Common Sense “Segmentation”
Common Sense “Segmentation”
• corporate email
• hosted exchange server
• hosted exchange server pricing
Stages of the Buying Process
Get Started: Map the Buying Process
Early Middle Late
Questions
(primary driver in bold)
Keywords
(intent)
Content to Address
Landing Pages
Conversion Events
What is Conv Rate Optimization (CRO)?
Is it right for my situation?Will it address my pain? How?Why is it better than buying traffic, or doing latest craze (i.e. twitter)?
Why FutureNow?
Who else have you worked with?What’s your reputation?
How much does it cost, for me?
What’s the ROI look like? (should be primary)What other costs will I have to incur?What’s needed on my end?What does the process look like, B to E?
Broad: CRO improve website conversion improve website ROI
Intent: search on their problems, not on potential solutions; Need education/nurturing on value of conversion opt.
Branded/ Bryan Eisenbergreputation: Grokdotcom
Intent: search on their perceived solutions (I need help with SEO, etc.); believe we have those sol’n (which is why they visit) but need to know why us instead of others
Branded: FutureNow OnTarget
Intent: believe we’re the best to help them (based on fan status or reputation) but confused as to how the process would work, what the costs would be, etc.
Conversion improvements long-lasting, traffic generation fleeting (once you turn off the $$, the traffic goes away);
Conversion improvements make all other efforts “better” (ROI ++ in all channels)
FN is the *original* CRO firm; Wrote “the” book on conversion;
3 strategic anchors (data driven, cust centric, contin imp)
Case studies (answers ROI ? for late too)
We size you based on your capacity to execute- no point in giving recs you can implement;
Model ROI based on 25 - 100% lifts
3 step process ensures ROI happens timely
Primary: dload “nurture” content
Secondary: Fill out online lead form
Primary: engage ROI calculator
Secondary: Fill out lead form / call
Primary: Fill out lead form / call
FutureNow buying process map
For us, landing pages as well as keywords are likely to tie back to Grok posts; Could we write Grok articles in categories? (early, middle, late?)
For now, add 3 display ads, and 3 call to action links within top traffic driving posts w/in ea stage
People are different... but modelable
People are different... but modelable
People are different... but modelable
People are different... but modelable
People are different... but modelable
People behave differently, and according to their preferences
These preferences can be modeled & planned for
Adding Personas
Would You Like a Roadmap for LeadGen?
Howard KaplanFutureNow, Inc. 1-877-643-7244
Blog:
www.GrokDotCom.com