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HOW TO OPTIMIZE LANDING PAGES

HOW TO

OptimizE

Landing

Pages FOR

ConversionS

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A Guide To Building & Promoting Landing Pages That Generate More Leads

A publication of

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HOW TO OPTIMIZE LANDING PAGES

IS THIS BOOK RIGHT FOR ME?

Not quite sure if this ebook is right for you? See the below description to determine if your level matches the content you are about to read.

INTRODUCTORY

Introductory content is for marketers who are new to the subject. The introductory level of this topic is our ebook, An Introductory Guide to Building Landing Pages. It includes step-by-step instructions on how to get started with landing pages.

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INTERMEDIATE

This ebook!

Intermediate content is for marketers who are familiar with the

subject but have only basic experience in executing strategies and

tactics on the topic. This content typically covers the fundamentals

and moves on to reveal more complex functions and examples.

After reading it, you will feel comfortable leading projects with this

aspect of inbound marketing.

ADVANCED

Advanced content is for marketers who are, or want to be, experts on the subject. In it, we walk you through advanced features of this aspect of inbound marketing and help you develop complete mastery of the subject. After reading it, you will feel ready not only to execute strategies and tactics, but also to teach others how to be successful.

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HOW TO OPTIMIZE LANDING PAGES

HubSpot's All-in-One Marketing Software

... brings your whole marketing world together in one, powerful, integrated system.

Get Found: Help prospects find you online Convert: Nurture your leads and drive conversions Analyze: Measure and improve your marketing Plus more apps and integrations

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CONTACTS DATABASE

Request a Demo Video Overview

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SMART FIELDS

w SOCIAL CONTACTS

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WORKFLOWS

analytics

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HOW TO OPTIMIZE LANDING PAGES

HOW TO OPTIMIZE LANDING PAGES FOR CONVERSIONS

By Meghan Lockwood

Meghan is an inbound marketing manager at HubSpot. She helps produce research-based content for the marketing offers team, such as the annual State of Inbound Marketing Report.

Prior to HubSpot, she managed the cutting-edge website optimization research cycle at MarketingSherpa. There, she was the lead author on the 2012 Website Optimization Benchmark Report, the 2012 Website Optimization Handbook, and the 2012 Special Report - Developing a Strategy for Landing Page Optimization, among other publications.

Follow me on twitter @meghanllockwood

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HOW TO OPTIMIZE LANDING PAGES

COntents

a brief Review of landing page basics /7 optimizing every element of your landing page /21 a/b testing your landing pages /31 optimizing your thank-you page /45 sharing your landing pages /52 tying pages to lead nurturing /57 closing the loop with landing page analytics /62 conclusion & additional resources /72

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HOW TO OPTIMIZE LANDING PAGES

Introduction

Landing Pages are the foundation of great inbound marketing strategies.

These pages literally serve as the location your prospects "land" on your website. If you are trying to generate new leads or sell products online, landing pages are the place to make that happen.

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And in a world where the average attention span online is about eight seconds, it's critical that our landing pages are optimized for instant conversion.

With such a short time to make that first impression, you need to ensure every piece of your landing page is well-planned and working correctly. In addition to that, many repeat visitors will come across your landing page. Optimizing your landing pages will ensure these folks continuously see the information they expect, helping them become your brand advocates!

This intermediate-level ebook is designed to help you take the next step in your landing page expertise, and propel those site conversions.

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HOW TO OPTIMIZE LANDING PAGES

CHAPTER 1

A BRIEF REVIEW OF LANDING PAge BASICS

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HOW TO OPTIMIZE LANDING PAGES

What Is A Landing Page?

Even in an intermediate guide, it's best to start with the basics. Let's begin with a quick review of some core concepts in landing page optimization.

A landing page is a web page that allows you to capture a visitor's information through a lead form ? it's where the visitor "lands" after clicking on a call-to-action. This is the crux of your inbound marketing strategy; it is the point on your conversion path where you collect the information that generates a lead.

As a rule of thumb, a landing page usually includes a compelling header, interesting copy, minimal navigation, and an optimized form. We'll dive into the specifics of optimizing your landing pages later in this chapter.

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" Landing pages are effective for 94% of B2B and B2C " companies. Source: MarketingSherpa

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