8 Lead Generation Landing Page Tips

1. How to fill your funnel with high quality leads 8 Lead Generation Landing Page Tips

2. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Start with Great Content 2. Give Good Message Match 3. Optimize Your Form 4. Think Beyond the Landing Page 5. Try Pre-conversion Segmentation 6. Keep it Simple 7. Test, Test, Test! 8. Stay Disposable 8 Lead Generation Landing Page Tips 8

4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Post-click optimization is where you convert your traffic into leads. Click Drive traffic— SEO, PPC, display, email, social, mobile, affiliates. Post-Click Optimize for higher conversion, lower cost per acquisition. Post-Conversion Nurture leads through sale and re-market for repeat sales. 1 2 3

5. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “Optimizing the post-click experience is the fastest way to boost ROI...” Miro Kazakoff, Compete Research Post-Click Optimization leads to: Higher conversions Lower cost per acquisition More efficient media

11. White papers, webinars, infographics & more! © i-on interactive, inc. All rights reserved • www.ioninteractive.com What Makes Content Great? • Relevant • Engaging • Useful • Human • Valuable • Timely • Different

15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Mismatch increases the odds that the user will land and then quickly leave. • Doesn't fulfill on promise • Too much content, too little focus • No repetition of words/language from ad

16. © i-on interactive, inc. All rights reserved • www.ioninteractive.com When the ad and the landing experience match, it’s a good thing! • Delivers on promise • Visual continuity • Highly specific • Handshake

20. Internally-focused forms feel like work © i-on interactive, inc. All rights reserved • www.ioninteractive.com Questions are obviously designed for the company to obtain additional information LOTS of required fields is high barrier to form completion

21. User-focused feel easy to complete © i-on interactive, inc. All rights reserved • www.ioninteractive.com Content customized based on responses Multi-step form guides user through quote process, providing relevant content along the way

22. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Form length impacts potential for conversion... Small form, low barrier, more conversions Large form, high barrier to entry, fewer conversions

23. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Balance quantity of form fields & quality of form data There is no right answer about form length. It’s a delicate balance between conversion quality and conversion quantity. The only way to find your right balance is through testing.

24. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. What is the purpose of the form? 2. How important is lead quality? 3. Is every field on your form helping you sell more? 4. Is there another way to get the information? 5. Is the value of what you are giving commiserate with the data you are collecting? Form Questions to Consider

32. © i-on interactive, inc. All rights reserved • www.ioninteractive.com All respondents are not the same Traditionally when we think of segmentation we think of asking some questions on a form. What industry? What role? What need? It's very clear to the user that this is in your best interest, not theirs.

33. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Segmenting your audience on your initial landing page is an easier way to gather the same information without creating form hurdles. Do I need closet organization? Or room organization? Need based segmentation

34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Make choices easy for the visitor 2. Make choices obviously clickable 3. Make every subsequent page relevant to what they clicked 4. Make the most of the data you collect, pushing it into your CRM or marketing automation Segmentation should help (both you and your visitors)

37. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ...then all of the sudden includes 4 paragraphs of copy, bullets, a long form, social links, a product shot...and the list goes on.

46. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Everything and anything can affect your landing page’s conversion rate Trivial Contextual Tactical Strategic ✓Copy ✓Colors ✓Images ✓Message match ✓Competition ✓Seasonal ✓Offer ✓Flow ✓Format ✓Design ✓Segmentation ✓Branding ✓Messaging

48. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A/B Testing Multivariate Testing • Requires more traffic • Can test more combinations • Variations of fixed elements • Need independent elements • Usually limited to a page • Requires less traffic • Tests fewer variations • Apples-and-oranges tests • Dependent elements okay • Can test multi-page paths The differences between A/B & MVT

56. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Start with Great Content 2. Give Good Message Match 3. Optimize Your Form 4. Think Beyond the Landing Page 5. Try Pre-conversion Segmentation 6. Keep it Simple 7. Test, Test, Test! 8. Stay Disposable 8 Lead Generation Landing Page Tips 8

57. © i-on interactive, inc. All rights reserved • www.ioninteractive.com We help brands create high performance lead generation landing pages. 90% of our customers report positive ROI. Find out more: http://www.ioninteractive.com

8 Lead Generation Landing Page Tips

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8 Lead Generation Landing Page Tips