• HIGH CONVERTING LANDING PAGES
• CAMPAIGN LANDING PAGE DESIGN
• LANDING PAGE AUDIT
• LANDING PAGE OPTIMIZATION SERVICES

Landing Page Audit and Optimization

Through changes in landing page design and execution, we’ve seen conversion rates increase by 200% or more. That’s a good reason to ask Beasley to conduct a landing page audit on your existing landing pages and make recommendations for improvement.

We start a landing page audit by simulating the user experience to discover disconnects within the page that make prospective business fall through the cracks. Does the landing page load in under 4 seconds (that’s Google’s minimum recommendation)? Is your key selling proposition presented above the fold, or on the first viewport on mobile devices? (According to MarketingSherpa, fewer than 50% of respondents scroll to the bottom of the page.) Is the data capture form short? (We recommend 3-5 fields maximum.) Are submit buttons easy to find, with action oriented captions?

We can also help you set up multivariate testing to optimize your landing pages even further. Often a minor landing page optimization change in a headline, offer copy or even the order in which you ask for information can make a noticeable difference in conversion. We particularly recommend pre-populating landing page fields when possible, a step that can dramatically improve results.

At your request, Beasley can perform an independent landing page audit of one or more landing pages and provide a detailed report with specific suggestions and examples of best practices. And remember that we’ll apply those same best practices automatically, if you choose to have us create a complete campaign for you.

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• HIGH CONVERTING LANDING PAGES
• CAMPAIGN LANDING PAGE DESIGN
• LANDING PAGE AUDIT
• LANDING PAGE OPTIMIZATION SERVICES

Landing Page Development

Every time a prospect reaches your landing page, you must answer three questions immediately:

1. Where am I? Your landing page must meet the expectation set in the email, search ad or other referring source. Confuse your prospects or provide irrelevant information and you’ll lose them.
2. Why am I here? Repeat your offer and expand on its benefits, then tell them exactly how to take advantage of it, right now.
3. What do I do next? Calls to action must be obvious and easy to find. Make it easy for respondents to get the information or offer they were promised, and reinforce with terms like “for immediate access” to convey instant gratification.

As a landing page designer you should do all the above in as few words as possible and with fast-loading, compelling graphics in a device-friendly layout. Landing pages are not the place for an extended conversation; as the name implies, they are where your newly minted leads touch down before moving on to a deeper relationship and future communications from you.

As a professional web design company Beasley’s landing page development team designs one or more landing pages for virtually every campaign we work on, giving us a broad range of experience across many B2B and B2C products and services. Our landing page designers can also optimize existing landing pages. Your landing pages are the gateway to your customer experience; let Beasley be your web design company and help make the most of them.

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Beasley Direct knows their stuff! They really keep up to date on industry standards and best practices and bring that expertise to my business and I appreciate that.

— Dianna Garrett – Director of Communication & Planning – Center for Elder Independence

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The post Landing Pages appeared first on Beasley Direct and Online Marketing.

A landing page is the gateway to your site—the first thing a visitor sees after they find you through a search or click on a link you’ve provided. Make a positive impression here, and you’re on your way to a lead, a sale, even a long-term relationship. Fail and you’ve lost an opportunity, since it’s all too easy for a disinterested or confused web visitor to click away. This hands-on, landing page optimization guide will help you make the right impression, every time.

Go here to access the guide on how to optimize landing pages.

The post How to Optimize Your Landing Pages–A Beasley Direct and Online Marketing “How to” Digital Marketing Guide appeared first on Beasley Direct and Online Marketing.

Electronic media is easy to track. However, it’s unforgiveable not to know how your marketing efforts are performing and how hard your dollars are working. This is especially true when it comes to landing page testing and analysis for performance.

As with any medium, you need to track not only how many people clicked to the page but how many registered. Then you need to track how many of those turned into leads and ultimately sales. A low initial response may still pay for itself with high conversions for a high ticket product or service. If you use outbound telemarketing to support your campaigns, that should be factored in as well. Conversions from these calls are typically higher when the prospect remembers seeing the campaign and/or the telesales rep can refer them to it while they’re on the phone.

What to include in Landing Page Testing

Here are some of the landing page components worth testing (see example below):

• First, the Offer (always our top testing recommendation)
• Headline (will benefit win over pain point?)
• Primary graphics (user imagery vs your offer vs your product, perhaps)
• Form fields (both how many and what information is requested)
• Call to action (including the design and text in your button)
• Long vs short copy (short usually wins, but not always)
• Testimonials (whether to use, placement, one quote vs another)
• Guarantees, third party validation through reviews or seals of approval
• Social sharing icons (these can generate additional leads, but they can also cause web visitors to click away from your landing page before registering)

A/B and Multivariate Testing

You can test landing page elements one at a time with A/B testing (50% of your readers see the “A” page, 50% see the “B” page), or use multivariate testing to swap out elements according to an algorithm until the best performing landing page emerges. Then, because audiences and market conditions are constantly changing, continue to test over time.

Ask Us!

Ask us for a FREE critique of the landing pages for your current campaign. We’ll review them against landing page testing best practices, congratulate you for the things you’re doing right, and give you tips if appropriate to make your landing pages work even harder. To get started, fill out our contact form.

The post How to Conduct Landing Page Testing and Analysis for Performance. appeared first on Beasley Direct and Online Marketing.

A landing page is the gateway to your site—the first thing a visitor sees after they find you through a search or click on a link you’ve provided. Make a positive impression here, and you’re on your way to a lead, a sale, even a long-term relationship. Fail and you’ve lost an opportunity since it’s all too easy for a disinterested or confused web visitor to click away. This hands-on guide will help you make the right impression, every time.

There are several different scenarios in which a landing page can exist

These scenarios depend on what brought your visitor here and their intent when they arrive at your site:

1. A brand landing page (typically your home page).

Beasley’s home page provides an easy-to-find phone number and a free consultation offer, plus a lineup of informational resources below the fold.

Your prospect has done a search for your company or for the product or service you provide. It is fine to devote your home page to a statement of your unique selling proposition or mission statement, but you should also provide easy-to-find opportunities for engagement. And, since you don’t know where the prospect is in the buyer’s journey, these might include case studies or fact sheets for researchers, or free trials and contact information for more serious buyers.

2. A search marketing landing page.

This is what the prospect sees when they click on a Google, Bing or display ad. The #1 consideration is to echo the promise/offer/benefit statement that brought them here, and make the call to action easy to complete.

The Netflix landing page echoes the key benefits in the lead source copy while Blockbuster’s page makes no mention of “same online service, same price” as promised in the ad. We all know how this competitive struggle played out.

3. A lead conversion landing page.

A typical business-to-business landing page, with the email that brought them here. The target was a list of NetApp prospects who’d given their contact previously and you’ll notice they are not asked it again, since it’s already contained in the marketing automation system.

You’ve marketed to the prospect through direct mail, email, an infomercial or other contact and they’ve nibbled at the bait. Now you need to convince them that it’s worth providing their contact information in order to access a white paper or appropriate offer. (But not always: increasingly, website cookies allow you to track a visitor without asking them for information directly.)

4. An e-commerce or retail landing page.

This conversion page for a wrinkle cream includes a guarantee, third party endorsement, limited time offer and, for those who need more selling, product information below the fold.

As consumers become more confident about buying online, it’s increasingly likely they will arrive at your landing page ready to place an order. The landing page needs to include all the components necessary to facilitate that process including credibility-building, objection-killing testimonials or reviews, a limited time offer, and a link to your shopping cart. It may or may not show price since, if you include the price, that’s the first (and perhaps only) consideration prospects will evaluate in making a buying decision.

TIP: If your business depends heavily on lead generation, you might consider making your home page an actual landing page. This Chase Online page is heavily oriented toward helping consumers choose a credit card; existing customers must sign in through a small link at the top.

Ready to get started optimizing your landing pages?

Here are five steps you can take to make your landing pages more effective and more productive — starting today:

1. Look at a few of your pages on a mobile device. If they look like dollhouse versions of your desktop pages, get the help of a responsive design developer immediately.

2. Make sure your landing pages have a clear call to action. If not, rewrite the copy immediately.

3. Make sure you are testing more than one offer. If not, review your library of white papers and resources and come up with fresh options. You can even combine multiple documents (including sales sheets) to create a “Solutions Kit” with high perceived value.

4. If you use forms on your landing pages, analyze the fields and see if everything is absolutely essential. If these requests came from your sales team or another department, ask them what they’re doing with the information. Then consider testing shorter forms, and tracking the results.

5. Ask Beasley Direct and Online Marketing, Inc. for a FREE critique of the landing pages for your current campaign. We’ll review them against best practices, congratulate you for the things you’re doing right, and give you tips if appropriate to make your landing pages work even harder. To get started, fill out our contact form.

Laurie B. Beasley

Laurie B. Beasley is co-founder and president of Beasley Direct and Online Marketing, Inc. We are a Silicon Valley direct marketing agency that has managed search, email, online, and demand generation campaigns for nearly 100 companies. Ms. Beasley serves as President of the Direct Marketing Association of Northern California. Laurie manages the eMarketing Roundtable for the BMA Northern California. She also instructs online marketing at UC Berkeley Extension and teaches for the Online Marketing Institute. Ms. Beasley frequently speaks on online marketing and demand generation topics for marketing organizations, including the DMA, BMA, AMA, Tech Council, and the Online Marketing Summit.

Our agency brings the latest marketing strategies to online and direct marketing. The company provides services in email marketing, search engine optimization, social media, pay-per-click (PPC) advertising, website design, media planning, direct mail marketing, lead generation and nurture campaigns, and database management. We help clients in both B2B and B2C marketing. Beasley Direct is privately held and headquartered in the Silicon Valley suburb, Morgan Hill, California. For more information, go to www.BeasleyDirect.com or call Laurie Beasley, President, at 408-782-0046 x21 or email lbeasley@beasleydirect.com.

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