Landing Pages: Generating Conversions & Growing Your Online Business

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

Transcript

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