From http://www.meetup.com/Milwaukee-WordPress-MeetUp/events/230476046/ This event is a talk by Geoff Myers, a Milwaukee-based digital marketing consultant and WordPress developer: While not exclusive to WordPress, landing pages are a powerful marketing and sales tool and are a critical component of any digital marketing and sales strategy. Effective landing pages generate leads, signups, sales, and other conversions for your business. Good landing pages offer highly focused, relevant, valuable content for free which users receive in exchange for sharing their email addresses. By gathering email addresses from people who have actively expressed interest in your content offer, you can build a highly targeted email marketing list of warm leads. By continuing to provide valuable information to your email subscribers over time, your leads are nurtured into sales opportunities. This is done by building their trust, establishing yourself as an authority within your field or speciality, and earning their respect – and in turn – their business. This presentation is an introduction and overview of landing pages, how they work within the context of a digital marketing campaign, recommend tools and strategies, and more. Although landing pages are not WordPress-specific, WordPress is a fantastic tool for designing, developing, and testing landing pages. I will share my favorite themes, plugins, web services, and other resources for building and optimizing landing pages. Here are some important questions to consider beforehand: • Is your website generating specific, measurable business results? Are you tracking its performance? • Is your website acting as a highly focused, efficient marketing tool for selling your products/services? • Is your website consistently generating new conversions for your business (e.g. leads, sales, signups, etc.)? • Do you have valuable content and resources that your target market would find useful and relevant? • Have you designed and developed a digital marketing plan and robust sales funnel for your business? Thanks, and I hope to see you there! Geoff Myers President & CEO | SimDex LLC geoff@simdex.org | www.simdex.org 651.247.8170 | 414.455.6675

1. LANDING PAGES:
GENERATING CONVERSIONS &
GROWING YOUR ONLINE BUSINESS
GEOFF MYERS PRESENTS

2. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
BEFORE WE BEGIN…
ABOUT GEOFF MYERS
▸ Founded SimDex in 2004
▸ Web Solutions for Small + Medium Sized Businesses
▸ Digital Marketing Consultant + Strategist
▸ 10+ Years as Full Stack Web Designer + Developer
▸ 5+ Years of WordPress Development Experience
▸ 50+ WordPress Sites Built, Maintained + Marketed
▸ Academic Background in Computer Science
▸ Get In Touch: geoff@simdex.org or simdex.org or 414.455.6675

3. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
IMPORTANT QUESTIONS TO ASK FIRST
▸ Is your website generating specific,
measurable business results? Are
you tracking its performance?
▸ Is your website acting as a highly
focused, efficient marketing tool for
selling your products/services?
▸ Is your website consistently
generating new conversions for your
business (e.g. leads, signups, sales)?

4. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
IMPORTANT QUESTIONS TO ASK FIRST
▸ Do you have valuable content and
resources that your target market
would find useful and relevant?
▸ Have you designed and developed a
digital marketing plan and robust
sales funnel for your business?

5. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
WHAT IS A LANDING PAGE?
▸ Highly focused web page with one (1) specific
marketing / sales purpose or goal
▸ Content, product, or service offer with clear call
to action (CTA)
▸ Optimized for conversions
(new leads, signups, sales, etc.)
▸ Ability to test multiple variations
(A/B split testing, multivariate testing)
▸ No navigation or other distractions

6. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
WHAT ARE EXAMPLES OF CONVERSIONS?
▸ Checkout
▸ Contact
▸ Download
▸ Listen
▸ Read
▸ Register
▸ Schedule
▸ Signup
▸ Subscribe
▸ Watch

7. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
WHY ARE LANDING PAGES IMPORTANT?
▸ Drive Conversions
▸ Grow Email Marketing Lists
▸ Build Trust with Audience
▸ Create a Following
▸ Improve Social Engagement
▸ Nurture Sales Leads
▸ Generate Sales + Revenue

8. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
WHAT ARE THE DIFFERENT TYPES OF LANDING PAGES?
▸ Lead Generation Landing Pages
▸ Gather contact info from leads
▸ Nurture leads via email
marketing
▸ Click-Through Landing Pages
▸ Direct leads to purchase product
or service via e-commerce sales
funnel

9. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
WHAT ARE THE ELEMENTS OF A LANDING PAGE?
▸ Heading + Subheading
▸ Content, Product, or Service Offer (Later Slide…)
▸ Key Features + Benefits
▸ Social Proof (Later Slide…)
▸ Single Call to Action (CTA)
▸ Lead Intake Form (Later Slide…)
▸ Social Sharing Tools

10. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
WHAT ARE EXAMPLES OF CONTENT OFFERS?
▸ Cheat Sheets
▸ Checklists
▸ Consultations
▸ Courses
▸ Demos
▸ Ebooks
▸ Email Subscriptions
▸ Guides
▸ Podcasts
▸ Presentations
▸ Reports
▸ Templates
▸ Tools
▸ Trials
▸ Tutorials
▸ Videos
▸ White Papers
▸ Worksheets

11. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
WHAT ARE EXAMPLES OF SOCIAL PROOF?
‣ Accreditations
‣ Before + After
‣ Case Studies
‣ Certifications
‣ Company Logos
‣ Endorsements
‣ Results
‣ Statistics
‣ Success Stories
‣ Testimonials
‣ Professional
Memberships

12. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
WHAT ARE EXAMPLE ELEMENTS OF A LEAD INTAKE FORM?
‣ First + Last Name
‣ Email Address
‣ Phone Number
‣ Job Title or Role
‣ Company or Organization Name
‣ Company Industry
‣ Company Size
‣ Budget + Timeline
‣ CAPTCHA (Stop Spambots)
= Helpful for Marketing Segmentation

13. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
WHAT ARE BEST PRACTICES TO FOLLOW?
‣ Clear + Concise
‣ Distraction-Free
‣ Focused
‣ Non-Spammy
‣ Relevant
‣ Short + Simple
‣ Valuable

14. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
HOW DO LANDING PAGES WORK IN CONTEXT?
1. Traffic Source (Later Slide…)
2. Landing Page
3. Initial Conversion
4. Content Offer
5. Email Marketing
6. Leads + Sales

15. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
HOW DO I DRIVE TRAFFIC TO MY LANDING PAGE?
‣ Email (MailChimp, ActiveCampaign, Constant Contact, etc.)
‣ In Person (Conferences, Meetups, Presentations, etc.)
‣ Mobile (Texts/SMS, Android/iOS Apps, etc.)
‣ Pay Per Click Ads (Google AdWords, etc.)
‣ Podcast (iTunes, SoundCloud, Stitcher, etc.)
‣ Social (Facebook, LinkedIn, Twitter, etc.)
‣ Video (YouTube, Vimeo, Wistia, etc.)
‣ Website or Blog (WordPress, Joomla, etc.)

16. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
HOW DO I TEST AND OPTIMIZE A LANDING PAGE?
▸ Analytics + Testing Platform (Later Slide…)
▸ A/B Split Testing
▸ Multivariate Testing
▸ Continuous Experimentation
▸ Data-Driven Decisions
▸ Evolutionary, Iterative Enhancement
▸ Conversion Rate Optimization (CRO)

17. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
WHAT LANDING PAGE ELEMENTS SHOULD I TEST?
▸ Headlines + Headers
▸ Images + Icons
▸ Text
▸ Calls to Action
▸ Page Layouts
▸ Other Design Elements

18. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
APPS + SERVICES + TOOLS + RESOURCES
▸ Copyblogger
▸ Google Analytics
▸ HubSpot
▸ LeadPages
▸ Optimizely
▸ SimDex
▸ Unbounce
▸ WordPress
▸ WordStream

19. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
LANDING PAGES: GENERATING CONVERSIONS & GROWING YOUR ONLINE BUSINESS
EXAMPLES OF LANDING PAGES
▸ 15 of the Best Landing Page Design
Examples You Need to See
▸ 11 Great Landing Page Examples You'll
Want to Copy
▸ Landing Page Examples Built with
Unbounce
▸ Landing Page Examples
▸ 20 Landing Page Design Examples

28. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
THAT’S IT FOR NOW…
THANK YOU!
Questions? Comments?
Get In Touch:
geoff@simdex.org
simdex.org
414.455.6675

29. GEOFF@SIMDEX.ORG | WWW.SIMDEX.ORG | 414.455.6675
THAT’S IT FOR NOW…
THIS PRESENTATION IS AVAILABLE ONLINE:
simdex.org/landing
simdex.org/landing.pdf
Get In Touch:
geoff@simdex.org
simdex.org
414.455.6675