Key Issues

• We usually drive traffic to our website; not sure of the advantages of microsites
• We have poor lead conversions from landing pages in the past
• Haven’t tested creative elements; and not sure how to measure

Why do you need unique landing pages and microsites for lead generation?

Lead generation through pay-per-click, online display ads, or other advertising that promotes downloadable content should send clickers to a specific landing page that either houses that content or provides easy access to a web form for lead generation or quote request.  Rarely send people to home pages if the home page is not relevant to a search query or banner campaign.  Landing pages need to be trustworthy, easy to use, but also persuasive.

There are 4 major landing page executions that we would optimize for lead capture:

• Microsite:  This is a mini-version of your website; it can be a single page, or a few pages. The theme is the promotion of a single product.  Like regular websites, the first impression is key; content needs to be relevant to the ad, and promote key benefits.
• Single page landing page:  This is a simple registration page that allows users to download content, sign up for trials, register for webinars, or request quick information. Single pages are the preferred method to capture leads from ads or pay-per-click
• Key page on website- ecommerce or catalog:  If no microsite or single page landing page, we can bring ad clickers to a sub page on your website, where the content is extremely relevant to the search ad and search query. Goal is for a purchase or a quote request.
• Key page on website- lead generation.  If the website does include a section for content downloads, and the content is gated with a registration or web form, then we could utilize this scenario as a tactic to obtain conversions.

From a content standpoint, landing pages need to include the following elements to optimize lead generation:

• Clearly promotes benefits in bullet-point form
• Very relevant to the campaign
• Presents your value proposition
• Striking image; bold headline
• Trust copy; testimonials, case studies, alliances
• Strong call-to-action with easily found form or phone number
• Minimization of web form fields to reduce form abandonment

Our landing page and conversion assessments will review your current efforts, or, we can build new landing pages that are conversion-ready.

We’ll also implement optimization testing; ideally with the Google conversion optimizer. Here we can perform A/B tests to test simple design/content revisions, or multivariate testing.  By testing landing pages, we can fine-tune which elements to the landing pages work best in capturing leads.  We also have relationships with national conversion optimization firms whom can assist us in our testing efforts.  Wider Funnel and Site Tuners are two that we like.

Key Content Statement

Content on landing pages contributes greatly to the ultimate goal, a lead.  Content needs to be optimized here as well.

Summary of Approach

Content generates leads.  Proper landing pages construction contributes to increased leads.  We’ll create optimal landing pages or assist your design team with best practices.

Next Stop: Improving Conversions