Learn about landing pages and calls-to-action (CTAs) and their importance in conversion. My presentation gives you the basics of landing pages and CTAs. I will be sharing slides focused on the two soon.

1. INTERACTION SESSION Series-1
Landing Page and
Calls-to-action (CTA)
Ayushma Pandey
24 July 2013

2. Contents
1. What is Landing Page?
2. How to build an effective landing page?
• The Headline
• The image
• The Layout
• Navigation
• Meta descriptions & keywords
• The Form

3. Contents (contd…)
• CTA Buttons
• Share Links
• Understand the conversion path
• Include a Thank You page
• Measure the success of your landing pages

4. Contents
3. CTA & Conversion
4. CTA positioning
5. Tips for driving action
6. Sources

5. What is Landing Page

6. Landing Page
• It is a specialized page where one topic is
dealt with in greater detail than on homepage
• Think of landing page as your means of
achieving your conversion goals
• Too often, companies use marketing strategies
that incorporate email, social media, and SEO,
but send all the traffic to their homepages

7. Landing Page
• 55 % increase in conversion when keeping relevant,
focused, important information on a single page
• Businesses with 31 to 40 landing pages got 7 X more
leads than those with only 1 to 5 landing pages. (HubSpot)
• Those with over 40 landing pages got 12 times more
leads than those with only 1 to 5 landing pages. (HubSpot)
• Our goal should be to deliver the right information to the
right person, at the right time in order to better convert
your visitors into leads and sales.

8. How to Build An
Effective Landing
Page?

9. How to build an effective landing
page?
1. The Headline
Goals: To incentivize conversion by conveying the value of your offer through
clear and concise language
Your copy should emphasize how the offer addresses a specific problem,
need, or interest your target audience cares about.
• Put the offer clearly and concisely
• Ensure that visitors understand the offer and what you’re
asking them to do as soon as they “land” on your page
• The body of your landing page should build upon the headline
and further explain what the offer is and why visitors should sign
up

10. How to build an effective landing
page?
2. The image
• 90 % of information transferred to the brain is visual.
• Visuals are processed 60,000X faster in the brain than
text.
• Use relevant images to reinforce the benefits detailed in
your landing page copy
• Don’t overwhelm your visitors with too many images on a
single landing page— “banner or ad blindness”

11. How to build an effective landing
page?
3. The Layout
• Should be designed with simplicity and clarity in
mind
• Lead your visitors from headline, to the
description, through the offer highlights, and to
the form

12. How to build an effective landing
page?
4. Navigation
16% of landing pages are free of navigation bars. (MarketingSherpa)
• You’ve attracted your visitors to your landing pages, now you want
to keep them there.
• Remove all navigation and links from the page
• By doing this you will be eliminating any distractions from
completing the form.
• There is 1 exception to the rule, add a link to your privacy policy
for form-wary visitors

13. How to build an effective landing
page?
5.Meta descriptions & keywords
• Meta description is a text snippet that describes
what your specific web page is about.
• Length = up to 160 characters

14. How to build an effective landing
page?
6. The Form
• Immediate visibility: Your form should appear above the fold
• Remove the need for visitors to scroll down on the page to see the
form.
• How many forms? Depends upon the offer. 1 should be enough.
• Short forms: Generates more leads, but they may lack in quality
• Long forms: Brings fewer results, but higher quality leads

15. How to build an effective landing
page?
7.CTA Buttons
• Data shows that landing pages with buttons
labelled “Submit” have lower conversion
rates than those that do not
• Try to make your button engaging and
relevant to your offer

16. How to build an effective landing
page?
8. Share links
• What do you do after you’ve converted your
prospects into leads?
• Encourage them to share your awesome content
• Use social media and email marketing
• Remember to use sharing and forwarding
options for emails as well

17. How to build an effective landing
page?
9.Understand the conversion path
• Define conversion goals
• 1st
identify what kind of conversion you’re aiming
for

18. How to build an effective landing
page?
10.Include a “Thank You” page
• Newly converted leads can receive the content
that you promised them on a “Thank You” page
• You should optimize your “Thank You” page
with access to your offer, social media
sharing links, secondary CTA, & auto-
response emails.

19. How to build an effective landing
page?
11.Measuring the success of your landing
page
• Analytics
• You don’t need to track every point immediately,
but make sure you set up your tracking to
measure 1. Traffic 2. Conversion rate

20. CTA and Conversion

21. CTA & Conversion
• CTA = A phrase or button that prompts the visitor to
take action, such as “Subscribe Now” or “Download
your eBook Today”.
• CTA should describe exactly what will happen when it’s
clicked
• Avoid words like “Submit” or “Go”--They have lower
conversion rates
• Use 5 persuasive words in the English language:
Words like 1. You (My) 2. Free 3. Because 4.
Instantly 5. New have a great persuasive power

22. CTA Positioning

23. CTA positioning
• Placing your CTA above the fold is still the most
common placement choice. However, expects too
much of someone who has just arrived at your page
• Solution—Create a mini landing page
experience containing the critical elements of
your page packaged up into a block of content
above the fold
• Then, any supporting content can appear below
for those who need to read it to be convinced of the
page’s purpose

24. Tips for Driving Action

25. Tips for driving action
• Limit your choices; don’t overwhelm (Remember
“analysis paralysis” and “less is more”)
• Customize your CTAs—don’t just use the
standard CTAs
• Create an expectation and fulfil it immediately
• Promote when action is most likely

26. Tips for Driving Action
• Make the process dead simple
• Use relevant social proof
• Eliminate the noise from your social and email
feed
• Measure the channel ROI that you’re getting

27. Sources
1. “How to use landing pages for business”- eBook,
HubSpot
2. “Improving social and subscription Calls-to-Action
—Whiteboard Friday” by Rand Fishkin, CEO, Moz.com
3. “An introduction to Effective Calls-to-Action”—
eBook, Hubspot
4. “Conversion-centered design”- eBook, Hubspot
5. “Design it yourself—The marketer’s crash course in
visual content creation”—eBook, HubSpot

28. THANK YOU for your
patience