Presentation on developing B2B landing pages for SEO and PPC initiatives. Some of the key highlights from the presentation: * Understanding the need to define conversion opportunities at the start of B2B landing page development * Breaking out and outlining landing page factors based on user impact, SEO/PPC impact, or both * A handful of examples of landing page successes, challenges, and opportunity More information at: http://www.komarketingassociates.com/blog/sesny-semne-theater-presentation

1. Landing Page Optimization Strategies
Derek Edmond, Managing Partner
KoMarketing Associates
1

2. Defining Conversion Opportunities
Top of Funnel Lead Opportunities:
•Newsletter Registrations
•White Paper Registrations
Mid-Funnel Lead Opportunities:
•Published/Sponsored Research
•Webinar Registrations
Sales-Ready Lead Opportunities:
•Product Evaluations
•Demonstration Requests
Action Item for Marketers:
Set up different benchmarks and
expectations for conversion rates
and volumes

3. Organizing Conversion Opportunities
Recommendation: Each “type” of lead
opportunity should have its own
White Paper confirmation page.
White Paper
White Paper
White Paper Confirmation Page
Confirmation
pages (web
White Paper
addresses) are
in turn added
Webinar Webinar to Google
Confirmation Page Analytics for
Webinar goal tracking
purposes
Information Information Request
Request Confirmation Page

4. Landing Page Optimization Factors
Short List of Factors
User Elements SE-Specific Elements
 Images and graphics  Headings
 Form location  Keyword-specific content
 Accessibility  Meta tags
(how easy the asset will be to  Canonical tags
access)  Navigational relationships
 Site security and validations  Cross-linking
 Headings  Share-functionality
 Content/readability
 Value-added communications
 Share-functionality
Check out the following Search Engine Watch column from Erez Barak:
http://searchenginewatch.com/article/2140482/7-Tips-for-Landing-Page-Greatness

5. Landing Page Evaluation
Scan and Evaluate Paid Search Results

6. Landing Pages and SEO Strategy
What to create SEO landing
pages for?
•White papers
•Webinars (new and archived)
•Research
•Strategic deliverables
Reasons to Develop Landing
Pages for SEO as well as Lead
Generation Efforts
•Emphasize/Target Long-Tail
Keyword Strategies
•Organic Search Traffic
•Build Out of Site Depth
•Potential for Link Growth and
Social Media Sharing
•SEO Conversion Opportunity

7. Landing Page Optimization Factors
Form Location on Page
Form Submission on right-hand Form Submission on left-hand
side of landing page side of landing page
Average Conversion Rate: Average Conversion Rate: 5.24%
9.45%
Overall, the campaign averaged
just over 8% conversion rates
when moving the form back to the
right-hand side of landing page

8. Landing Page Optimization Factors
On-Site Navigational Factors
Fly-out Menu with
various navigational
items
•Sub-Navigational Item
•Sub-Navigational Item
•Sub-Navigational Item
Fly-out menu blocked Replaced with a structured tier
images/category information on system so menu items were no
the page longer blocked from view
RESULTS: Bounce rate went down by
9% as more traffic funneled through to
product pages
Conversion rates site wide went up by
0.25%

9. Primary & Secondary Conversions
Consider the conversion AFTER
the conversion
•Thank you message and
expectation of results
•Social media connectivity
•Newsletter signups
•Additional communication
channels
•Links to other sources of
information on the website
•Additional collateral and/or
information
•Retargeting Campaigns

10. Thank You!
Derek Edmond, Managing Partner
KoMarketing Associates
Twitter @DerekEdmond
derek@komarketingassociates.com
http://www.komarketingassociates.com/