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1. Why We’re Talking About Landing Pages 2. What They Are 3. Why They’re Valuable 4. Case Studies 5. How To Create Them 6. Top Tips On Creating Them
% Conversion # Of Visitors Rate Conversions
% Conversion % Of Visitors # Of # Of Visitors That Donate Rate Conversions Donations
10% Of Them % Of Visitors # Of 100 Visitors 10 Donations That Donate Donate Donations Visitors
10% Of Them 200 Visitors 20 Donations Donate 20% Of Them 100 Visitors 20 Donations Donate 20% Of Them 200 Visitors 40 Donations Donate
Social Organic Referral Media % Conversion # Of Visitors Rate Conversions Google Other Email Grants Paid Ad Post-Click Optimization
Lan Landing ding Page Page A page you send visitors to that’s specifically designed to get them to complete a call-to-action
Lan Landing ding Page Page A page you send visitors to that’s specifically designed to get them to complete a call-to-action Google Grants Social media Email ask Ad post
Lan Landing ding Page Page A page you send visitors to that’s specifically designed to get them to complete a call-to-action Donate Register Purchase
Website Pages Landing Pages
Website Pages Landing Pages Who It’s For General Users Visitor Intent Multiple / Unknown Page Purpose Encourage Exploration
Various Navigation CTAs Bar Info About Various Programs
Website Pages Landing Pages Who It’s For General Users Visitors We Send Visitor Intent Multiple / Unknown Specific / Known Page Purpose Encourage Exploration Drive Conversions
No Navigation Bar Focused CTAs Only Info About This Program
Audience Audience Vote Vote Imagine you’re looking to donate some used clothing. Which page is most likely to convert you?
Option A Option B
Option A Option B 215% conversions
Average Conversion Rate Websites Landing Page 2.35% 22% https://www.wordstream.com/blog/ws/2014/03/17/what-is-a-good-conversion-rate https://instapage.com/post-click-optimization
Donations Volunteering Email Capture
What You Can Use To Build Landing Pages Your Separate LP Builder Website Website domain.com/sub otherdomain.com sub.domain.com domain.com/sub otherdomain.com sub.domain.com
What You Can Use To Build Landing Pages Your Separate LP Builder Website Website connectad.ca/webinar connectadwebinar.ca webinar.connectad.ca connectad.ca/webinar connectadwebinar.ca webinar.connectad.ca
A. Identify Your CTA B. Start Above The Fold C. Remove Friction D. Consider Aesthetics E. Include Trust Factors F. Set Up Analytics
Your CTA is the primary purpose of the landing page
“Above The Fold” refers to the section of the page you first see when it loads
Your Logo Relevant Headline Short Context Paragraph Main CTA
“Friction” is anything that detracts visitors from completing the CTA
May draw Dilutes visitors main CTA away Irrelevant info for main CTA
Visitors decide whether to leave or stay within 8 seconds
Which page are you more likely to stay on? Our Oceans Need Your Help Our volunteer programme offers a unique opportunity to get involved with meaningful research studying Great White Sharks and other shark species in the Great White Shark capital of the world, as well as contribute towards white shark marine conservation in South Africa. Since the Great White Shark population in South Africa is at potential risk of extinction with numbers believed to be around 300-500, our White Shark research focuses primarily on monitoring the numbers of these apex predators in our waters, with the aim of obtaining another population estimate within the next two to three years. We are using dorsal fin identification to identify and closely monitor the different individuals we are observing each day, and building a comprehensive database of fins photographed. With other shark species also threatened or vulnerable due to over exploitation, we are also conducting studies to learn about these species in particular the endemic shark species we have in South Africa. We currently know little about these species; hence the aims of our research are to obtain baseline data on sharks in our area, including their diversity, abundance, movement patterns, habitat use and growth rates. Secondly, in the long-term we will be assessing the health of their populations and determining whether local fishermen play a role in shark population decline. Apply to volunteer here.
Aesthetics Matter Avoid too much content Break up text into readable & scannable chunks Balance it with related photos/images Content with visuals are viewed 94% more than without
84% of people will not make a purchase if they are dealing with an unsecured website
Aesthetics Contact Info HTTPS Trust Factor Badges Reviews Testimonials
Tracking conversions via Analytics is critical
Enables a powerful feedback loop Analyze Create LP Data Test Variations
Enables you to capture more Enables you to capture data advanced interactions on what visitors do on a page
Landing pages already included in Starter+ packages • Talk to your Account Manager if interested •
Optimize Keyword Content Feedback for Mobile Variations Analysis First Draft Final Publish A/B Test in IP Draft Live
Educational digital marketing series • Free for our clients • • Address marketing topics that are valuable to you Your feedback influences what we do next •
1. Change access of GA & GTM to team@connectad.ca 2. State of Digital Marketing survey 3. About our conversion value tracking initiative
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