Whether it's a PPC ad, an email, or a QR code that prompts someone to click on an offer, the page where that person lands after they click has enormous potential to influence them. The best landing pages hold a visitor's attention and guide them effortlessly towards conversion. This workbook was designed to take you step by step through the landing page creation process. Set goals, think through customer segments, define your offers and measure results. Whether you're B2B or B2C, the strategy in this workbook will help you create better landing pages. Gather your team, print it out, and write all over it as you go through the strategic process of building high-performing landing pages.
Toolkit
Landing page toolkit
Your step-by-step guide to making advanced,
high-performing landing pages.1
Table of contents
Introduction: The types of landing experiences 2
Getting started1. Gather your team 42. De?ne your audience 53. Measuring quality with grading 74. Assess your landing page needs 9
Setting objectives5. Establishing speci?c, reasonable goals 11
Identifying traf?c sources 6. Getting prospects to your page 137. Traf?c source matching 15
Segmenting customers8. De?ning relevant segmentation 169. Externalizing your segmentation 18
De?ning offers 10. Making segment-speci?c offers 1911. Equalizing the level of visitor effort 20
Developing copy12. Evaluating your creative 22
Converting prospects13. Warming to conversion 2314. Capturing information with forms 2415. Value buttons 25
Measuring results 26
What's next 27
Annex: Landing page worksheets 282
IntroductionAny web page that you purposely send traf?c to is a 'landing page'. Whether it's a PPC ad, an email, or a QR code that prompts someone to click on an offer, the page where that person lands after they click has enormous potential to in?uence them. The best landing pages hold a visitor's attention and guide them towards a next step - and that's not something that just any web page can do.
The one thing that differentiates great landing pages from the rest is speci?city. The best landing pages are targeted, speci?c and contextually relevant. They are designed to match the ad that will drive traf?c to it, and to address any hesitations or concerns that someone might have about your product or service. They make it easier for interested visitors to convert into a lead or sale.
Landing pages come in many shapes and forms. There are two main types of landing page: those within your website and those outside of your website. Pages that are part of your website are typically meant for browsing while those that are outside of your website are conversion-focused. Your website has to speak to anyone who might be interested in your products or services, and it has to explain who you are to people who might know nothing about you. Your website has to appeal to the 'lowest common denominator' - customers, prospects, investors, media and employees. Think of your site pages as "generalists" -they have to appeal to anyone and everyone who may land on them.
In contrast, landing pages designed outside of the structure of your main site are speci?c to the traf?c source a visitor arrives from. Landing pages outside of your main website have the potential for much higher ROI than those within your website, because they can be incredibly targeted and dedicated to driving a visitor directly into your conversion funnel. Since they are free from your site structure, they can be extremely speci?c and relevant to a particular traf?c source. To get the best ROI possible from any source of paid or campaign traf?c, it's important to have a dedicated landing page. This workbook is focused on creating landing pages that live outside of the structure of your main website.
When landing pages live outside of your site they can become more than just a page, they can become an experience. Not all landing experiences need to be composed of a single page, nor should they. So even though we may simply say "landing page" throughout this workbook, don't think that you should limit your landing experience structure to a single page.
There are three common categories of landing experiences with their own unique advantages and characteristics. 3
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Experience Characteristics When to use Flow example landing experience ?owsimple landing pageWhen visitor intent and audience segmentation are landing/offerA single page with pre-determined, basic Landing messaging plus an landing pages can ?t the bill. offer. Usually includes Because they are single thank youpage form on initial page. pages, reporting is limited to pass/fail. As such, little is learned from those who abandon before converting.
Ideally suited to sorting out landing experience ?owrespondents from vague 2x1 conversion pathsources of traf?c and rapidly land/segment2-5 segmentation moving them closer to options or choices ... [download for more]
