SlideShare une entreprise Scribd logo
1  sur  38
Télécharger pour lire hors ligne
Create Landing Pages
that Convert
BEN DILLON | CHIEF STRATEGY OFFICER
DAVID STURTZ | PRODUCT STRATEGY DIRECTOR
Geonetric Clients
Webinar Information
• Webinar lasts one hour
• Enter questions at any time
• Recording will be posted in our webinar archive within 48
hours
• Please take the post-webinar survey which will appear at
the conclusion of the webinar
• Follow along on Twitter using the #Geonetric hashtag
Today’s Presenters
David Sturtz | Product Strategy Director Ben Dillon | Chief Strategy Officer
Create Landing Pages
that Convert
BEN DILLON | CHIEF STRATEGY OFFICER
DAVID STURTZ | PRODUCT STRATEGY DIRECTOR
What is a landing page?
Navigation?
– A homepage or main page for a section
Google Analytics?
– First page of your site visited in a user’s session
Search Engine Optimization?
– Page optimized for particular keyword phrase(s)
Pay-per-Click?
– Page that your ad(s) link to
A Landing Page Has Two Goals
1. Attract & retain traffic
2. Get users to take a specific action
A Typical Conversion Funnel
RetainConvertEngageAttract
What’s a conversion?
Revenue
• Appointment scheduled
• Screening or class for fee
Actionable Leads
• Information session/tour
• Phone call (trackable)
• Risk assessment (with email)
• Download (with email)
• Email campaign sign up
What’s a micro-conversion?
Engagement
• Pages / screens viewed
• Multiple visits
• Video views
• Use of dynamic page elements
(e.g., image enlargements,
calculators, tabs, accordions, etc.)
• Anonymous downloads
Un-focused Interactions
• Social shares, follows
• Email newsletter sign up
• General contact us
• Added to retargeting list
Elements of a Landing Page
• Connected to user’s task / link / ad
• Clear value proposition
• Trustworthy & credible
• Necessary information to make a decision
• Call to action
When do you need a landing page?
User Need + Call to Action
For example:
• Women ages 45 to 75 + Download Mammogram Guide
• “mammogram guidelines family history” + Download Mammogram Guide
• Women ages 45 to 75 + Schedule Your Mammogram
• “mammogram second opinion” + Speak to a Physician
Which call to action?
• Schedule an appointment
• Sign up
• Register now
• Call today
• Request a call
• Download
• Subscribe
Revenue
• Appointment scheduled
• Screening or class for fee
Actionable Leads
• Information session / tour
• Phone call (trackable)
• Risk assessment (with email)
• Download (with email)
• Email campaign sign up
Think Mobile First
• Test pages on top mobile devices
– Technical (videos, load times)
– Content (length, order)
– Design (target sizes, touch support)
• Reduce download times
• Ensure phone numbers are click-to-call
• Keep forms simple, use HTML5 input types
Optimizing forms
Keep It Short
Ex. The Balancing act –
shorter vs. better
Copywriting matters
• Form title
• Question copy
• Button copy
Helper Text
Placeholder Text and Defaults
Label Structure Matters
Real-time Field Validation
Make it Mobile Friendly
Example:
Email
Fields in
Forms
Deploy
TestUpdate
Test, Test, Test!
Ex. Partial Responses
CRM Integration
• Close the data loop
• Real-time connection
• Marketing automation
• Use CRM insights to make the web smarter
• Gather email everywhere
Promoting Landing Pages
Paid
EarnedOwned
Measurement
• Use campaign tracking
• Track conversions using Goals & Funnels
• Track significant micro-conversions using Goals
• Track additional micro-conversions using Events
Calculating Conversion Value
Example 1
• $100 per screening
• 3/5 screening requests complete
screening
$60 goal value per screening
request.
Example 2
• $20k net income per surgery
• 2/3 candidates have surgery
• 2/5 in-person visits are candidates
• 3/5 info session attendees schedule
in-person visit
• 4/5 info session registrants attend
~12/100 registrants have surgery
$2,400 goal value per registrant
Page Value
Creating Landing Pages That Convert
Creating Landing Pages That Convert
Creating Landing Pages That Convert
Creating Landing Pages That Convert
Questions?
Thank You!
Creating Landing Pages That Convert

Contenu connexe

Tendances

Building a Profile of Customer Health by Understanding Your Customers
Building a Profile of Customer Health by Understanding Your CustomersBuilding a Profile of Customer Health by Understanding Your Customers
Building a Profile of Customer Health by Understanding Your CustomersTotango
 
The Fundamentals of User Adoption
The Fundamentals of User AdoptionThe Fundamentals of User Adoption
The Fundamentals of User AdoptionUserIQ
 
Product order of magnitude
Product order of magnitudeProduct order of magnitude
Product order of magnitudeDavid Kim
 
Meet Optimizely X Web Experimentation
Meet Optimizely X Web ExperimentationMeet Optimizely X Web Experimentation
Meet Optimizely X Web ExperimentationOptimizely
 
MVT Across Multiple Brands: One approach to successful testing, Webtrends
MVT Across Multiple Brands: One approach to successful testing, WebtrendsMVT Across Multiple Brands: One approach to successful testing, Webtrends
MVT Across Multiple Brands: One approach to successful testing, WebtrendsInternet World
 
Landing Pages And Post Click Marketing (Pubcon Vegas 2009)
Landing Pages And Post Click Marketing (Pubcon Vegas 2009)Landing Pages And Post Click Marketing (Pubcon Vegas 2009)
Landing Pages And Post Click Marketing (Pubcon Vegas 2009)Janet Driscoll Miller
 
Full Stack Experimentation
Full Stack ExperimentationFull Stack Experimentation
Full Stack ExperimentationOptimizely
 
Define Testing Goals that Influence Conversion
Define Testing Goals that Influence ConversionDefine Testing Goals that Influence Conversion
Define Testing Goals that Influence ConversionOptimizely
 
Webcast: Measure or Die: Data Informed Product Management: A Yammer Case Study
Webcast: Measure or Die: Data Informed Product Management: A Yammer Case StudyWebcast: Measure or Die: Data Informed Product Management: A Yammer Case Study
Webcast: Measure or Die: Data Informed Product Management: A Yammer Case StudyStartup Product Academy, LLC
 
Walking Hand in Hand With Your Product Team to Drive Customer Success
Walking Hand in Hand With Your Product Team to Drive Customer SuccessWalking Hand in Hand With Your Product Team to Drive Customer Success
Walking Hand in Hand With Your Product Team to Drive Customer SuccessTotango
 
SharePoint User Adoption - SPSJHB - Feb 2011
SharePoint User Adoption - SPSJHB - Feb 2011SharePoint User Adoption - SPSJHB - Feb 2011
SharePoint User Adoption - SPSJHB - Feb 2011Veronique Palmer
 
7 Habits of Highly Effective Personalization Organizations
7 Habits of Highly Effective Personalization Organizations7 Habits of Highly Effective Personalization Organizations
7 Habits of Highly Effective Personalization OrganizationsOptimizely
 
Spshou triggering cultural metamorphisis wide final
Spshou triggering cultural metamorphisis wide finalSpshou triggering cultural metamorphisis wide final
Spshou triggering cultural metamorphisis wide finalMichelle Caldwell, PSM, SSGB
 
Webinar: How to Change Your PM Domain by Waymo Product Leader
Webinar: How to Change Your PM Domain by Waymo Product LeaderWebinar: How to Change Your PM Domain by Waymo Product Leader
Webinar: How to Change Your PM Domain by Waymo Product LeaderProduct School
 
Case Study: Making Cornwall Agile
Case Study: Making Cornwall AgileCase Study: Making Cornwall Agile
Case Study: Making Cornwall Agileallan kelly
 
Tesla’s Referral Program: Viral Growth by fmr Tesla Product Leader
Tesla’s Referral Program: Viral Growth by fmr Tesla Product LeaderTesla’s Referral Program: Viral Growth by fmr Tesla Product Leader
Tesla’s Referral Program: Viral Growth by fmr Tesla Product LeaderProduct School
 
Building a Product Strategy by Microsoft Sr PM
Building a Product Strategy by Microsoft Sr PMBuilding a Product Strategy by Microsoft Sr PM
Building a Product Strategy by Microsoft Sr PMProduct School
 
How to Build Winning Products by Microsoft Sr. Product Manager
How to Build Winning Products by Microsoft Sr. Product ManagerHow to Build Winning Products by Microsoft Sr. Product Manager
How to Build Winning Products by Microsoft Sr. Product ManagerProduct School
 
Using ML to Protect Customer Privacy by fmr Amazon Sr PM
Using ML to Protect Customer Privacy by fmr Amazon Sr PMUsing ML to Protect Customer Privacy by fmr Amazon Sr PM
Using ML to Protect Customer Privacy by fmr Amazon Sr PMProduct School
 
Fabrizio Ballarini — Scaling Organic Growth by Building Products (Turing Fest...
Fabrizio Ballarini — Scaling Organic Growth by Building Products (Turing Fest...Fabrizio Ballarini — Scaling Organic Growth by Building Products (Turing Fest...
Fabrizio Ballarini — Scaling Organic Growth by Building Products (Turing Fest...Turing Fest
 

Tendances (20)

Building a Profile of Customer Health by Understanding Your Customers
Building a Profile of Customer Health by Understanding Your CustomersBuilding a Profile of Customer Health by Understanding Your Customers
Building a Profile of Customer Health by Understanding Your Customers
 
The Fundamentals of User Adoption
The Fundamentals of User AdoptionThe Fundamentals of User Adoption
The Fundamentals of User Adoption
 
Product order of magnitude
Product order of magnitudeProduct order of magnitude
Product order of magnitude
 
Meet Optimizely X Web Experimentation
Meet Optimizely X Web ExperimentationMeet Optimizely X Web Experimentation
Meet Optimizely X Web Experimentation
 
MVT Across Multiple Brands: One approach to successful testing, Webtrends
MVT Across Multiple Brands: One approach to successful testing, WebtrendsMVT Across Multiple Brands: One approach to successful testing, Webtrends
MVT Across Multiple Brands: One approach to successful testing, Webtrends
 
Landing Pages And Post Click Marketing (Pubcon Vegas 2009)
Landing Pages And Post Click Marketing (Pubcon Vegas 2009)Landing Pages And Post Click Marketing (Pubcon Vegas 2009)
Landing Pages And Post Click Marketing (Pubcon Vegas 2009)
 
Full Stack Experimentation
Full Stack ExperimentationFull Stack Experimentation
Full Stack Experimentation
 
Define Testing Goals that Influence Conversion
Define Testing Goals that Influence ConversionDefine Testing Goals that Influence Conversion
Define Testing Goals that Influence Conversion
 
Webcast: Measure or Die: Data Informed Product Management: A Yammer Case Study
Webcast: Measure or Die: Data Informed Product Management: A Yammer Case StudyWebcast: Measure or Die: Data Informed Product Management: A Yammer Case Study
Webcast: Measure or Die: Data Informed Product Management: A Yammer Case Study
 
Walking Hand in Hand With Your Product Team to Drive Customer Success
Walking Hand in Hand With Your Product Team to Drive Customer SuccessWalking Hand in Hand With Your Product Team to Drive Customer Success
Walking Hand in Hand With Your Product Team to Drive Customer Success
 
SharePoint User Adoption - SPSJHB - Feb 2011
SharePoint User Adoption - SPSJHB - Feb 2011SharePoint User Adoption - SPSJHB - Feb 2011
SharePoint User Adoption - SPSJHB - Feb 2011
 
7 Habits of Highly Effective Personalization Organizations
7 Habits of Highly Effective Personalization Organizations7 Habits of Highly Effective Personalization Organizations
7 Habits of Highly Effective Personalization Organizations
 
Spshou triggering cultural metamorphisis wide final
Spshou triggering cultural metamorphisis wide finalSpshou triggering cultural metamorphisis wide final
Spshou triggering cultural metamorphisis wide final
 
Webinar: How to Change Your PM Domain by Waymo Product Leader
Webinar: How to Change Your PM Domain by Waymo Product LeaderWebinar: How to Change Your PM Domain by Waymo Product Leader
Webinar: How to Change Your PM Domain by Waymo Product Leader
 
Case Study: Making Cornwall Agile
Case Study: Making Cornwall AgileCase Study: Making Cornwall Agile
Case Study: Making Cornwall Agile
 
Tesla’s Referral Program: Viral Growth by fmr Tesla Product Leader
Tesla’s Referral Program: Viral Growth by fmr Tesla Product LeaderTesla’s Referral Program: Viral Growth by fmr Tesla Product Leader
Tesla’s Referral Program: Viral Growth by fmr Tesla Product Leader
 
Building a Product Strategy by Microsoft Sr PM
Building a Product Strategy by Microsoft Sr PMBuilding a Product Strategy by Microsoft Sr PM
Building a Product Strategy by Microsoft Sr PM
 
How to Build Winning Products by Microsoft Sr. Product Manager
How to Build Winning Products by Microsoft Sr. Product ManagerHow to Build Winning Products by Microsoft Sr. Product Manager
How to Build Winning Products by Microsoft Sr. Product Manager
 
Using ML to Protect Customer Privacy by fmr Amazon Sr PM
Using ML to Protect Customer Privacy by fmr Amazon Sr PMUsing ML to Protect Customer Privacy by fmr Amazon Sr PM
Using ML to Protect Customer Privacy by fmr Amazon Sr PM
 
Fabrizio Ballarini — Scaling Organic Growth by Building Products (Turing Fest...
Fabrizio Ballarini — Scaling Organic Growth by Building Products (Turing Fest...Fabrizio Ballarini — Scaling Organic Growth by Building Products (Turing Fest...
Fabrizio Ballarini — Scaling Organic Growth by Building Products (Turing Fest...
 

Similaire à Creating Landing Pages That Convert

Live Conversation: Cut your customer interview costs by up to 90%
Live Conversation: Cut your customer interview costs by up to 90%Live Conversation: Cut your customer interview costs by up to 90%
Live Conversation: Cut your customer interview costs by up to 90%UserTesting
 
Hooked - Creating Habit-Forming Products
Hooked - Creating Habit-Forming ProductsHooked - Creating Habit-Forming Products
Hooked - Creating Habit-Forming ProductsRajeev Soni
 
How Salesforce Built Success at Scale
How Salesforce Built Success at ScaleHow Salesforce Built Success at Scale
How Salesforce Built Success at ScaleTotango
 
Importance of Narrative Writing in PM by Amazon Principal PM
Importance of Narrative Writing in PM by Amazon Principal PMImportance of Narrative Writing in PM by Amazon Principal PM
Importance of Narrative Writing in PM by Amazon Principal PMProduct School
 
ANIn Coimbatore March 2023 | Agile-Making Product Development Better by Sarad...
ANIn Coimbatore March 2023 | Agile-Making Product Development Better by Sarad...ANIn Coimbatore March 2023 | Agile-Making Product Development Better by Sarad...
ANIn Coimbatore March 2023 | Agile-Making Product Development Better by Sarad...AgileNetwork
 
Lean Startup: Reduce 40% go-to-market time & cost on your next product launch
Lean Startup: Reduce 40% go-to-market time & cost on your next product launchLean Startup: Reduce 40% go-to-market time & cost on your next product launch
Lean Startup: Reduce 40% go-to-market time & cost on your next product launchPeople10 Technosoft Private Limited
 
Decision Making with Data by PayPal Sr Product Manager
Decision Making with Data by PayPal Sr Product ManagerDecision Making with Data by PayPal Sr Product Manager
Decision Making with Data by PayPal Sr Product ManagerProduct School
 
Transition from Project to Product
Transition from Project to Product Transition from Project to Product
Transition from Project to Product NUS-ISS
 
Internal health and safety communication with SnapComms
Internal health and safety communication with SnapCommsInternal health and safety communication with SnapComms
Internal health and safety communication with SnapCommsSnapComms
 
Pricing Pitfalls...and How to Counter Them
Pricing Pitfalls...and How to Counter ThemPricing Pitfalls...and How to Counter Them
Pricing Pitfalls...and How to Counter ThemGus Prestera
 
Lunch & Learn - Secret to Successful Experimentation
Lunch & Learn - Secret to Successful ExperimentationLunch & Learn - Secret to Successful Experimentation
Lunch & Learn - Secret to Successful ExperimentationChris Goward
 
Avitage Point of View on Content Publishing Operations - Slide version
Avitage Point of View on Content Publishing Operations - Slide versionAvitage Point of View on Content Publishing Operations - Slide version
Avitage Point of View on Content Publishing Operations - Slide versionAvitage
 
Now that you've sold it how do you build it - XMPie Users Conference XUG 202...
Now that you've sold it how do you build it  - XMPie Users Conference XUG 202...Now that you've sold it how do you build it  - XMPie Users Conference XUG 202...
Now that you've sold it how do you build it - XMPie Users Conference XUG 202...Jeffrey Stewart
 
When and Where to Embed Business Intelligence
When and Where to Embed Business IntelligenceWhen and Where to Embed Business Intelligence
When and Where to Embed Business IntelligenceLooker
 
HOW DELL MEASURES ITS EMPLOYMENT BRAND PROGRESS
HOW DELL MEASURES ITS EMPLOYMENT BRAND PROGRESSHOW DELL MEASURES ITS EMPLOYMENT BRAND PROGRESS
HOW DELL MEASURES ITS EMPLOYMENT BRAND PROGRESSHuman Capital Media
 
GrowFL: Improve Employee and Customer Experience in a Hybrid Work Environment
GrowFL: Improve Employee and Customer Experience in a Hybrid Work EnvironmentGrowFL: Improve Employee and Customer Experience in a Hybrid Work Environment
GrowFL: Improve Employee and Customer Experience in a Hybrid Work EnvironmentAdam Levithan
 
Partner Training with Bright Affect
Partner Training with Bright AffectPartner Training with Bright Affect
Partner Training with Bright AffectDavid Byrne
 
Jimmy Newson — Create the Perfect Lead Magnet for Attracting Your Ideal Client
Jimmy Newson — Create the Perfect Lead Magnet for Attracting Your Ideal ClientJimmy Newson — Create the Perfect Lead Magnet for Attracting Your Ideal Client
Jimmy Newson — Create the Perfect Lead Magnet for Attracting Your Ideal ClientSemrush
 

Similaire à Creating Landing Pages That Convert (20)

Live Conversation: Cut your customer interview costs by up to 90%
Live Conversation: Cut your customer interview costs by up to 90%Live Conversation: Cut your customer interview costs by up to 90%
Live Conversation: Cut your customer interview costs by up to 90%
 
Hooked - Creating Habit-Forming Products
Hooked - Creating Habit-Forming ProductsHooked - Creating Habit-Forming Products
Hooked - Creating Habit-Forming Products
 
How Salesforce Built Success at Scale
How Salesforce Built Success at ScaleHow Salesforce Built Success at Scale
How Salesforce Built Success at Scale
 
Importance of Narrative Writing in PM by Amazon Principal PM
Importance of Narrative Writing in PM by Amazon Principal PMImportance of Narrative Writing in PM by Amazon Principal PM
Importance of Narrative Writing in PM by Amazon Principal PM
 
ANIn Coimbatore March 2023 | Agile-Making Product Development Better by Sarad...
ANIn Coimbatore March 2023 | Agile-Making Product Development Better by Sarad...ANIn Coimbatore March 2023 | Agile-Making Product Development Better by Sarad...
ANIn Coimbatore March 2023 | Agile-Making Product Development Better by Sarad...
 
test
testtest
test
 
Lean Startup: Reduce 40% go-to-market time & cost on your next product launch
Lean Startup: Reduce 40% go-to-market time & cost on your next product launchLean Startup: Reduce 40% go-to-market time & cost on your next product launch
Lean Startup: Reduce 40% go-to-market time & cost on your next product launch
 
Decision Making with Data by PayPal Sr Product Manager
Decision Making with Data by PayPal Sr Product ManagerDecision Making with Data by PayPal Sr Product Manager
Decision Making with Data by PayPal Sr Product Manager
 
Transition from Project to Product
Transition from Project to Product Transition from Project to Product
Transition from Project to Product
 
Internal health and safety communication with SnapComms
Internal health and safety communication with SnapCommsInternal health and safety communication with SnapComms
Internal health and safety communication with SnapComms
 
Pricing Pitfalls...and How to Counter Them
Pricing Pitfalls...and How to Counter ThemPricing Pitfalls...and How to Counter Them
Pricing Pitfalls...and How to Counter Them
 
Lunch & Learn - Secret to Successful Experimentation
Lunch & Learn - Secret to Successful ExperimentationLunch & Learn - Secret to Successful Experimentation
Lunch & Learn - Secret to Successful Experimentation
 
Avitage Point of View on Content Publishing Operations - Slide version
Avitage Point of View on Content Publishing Operations - Slide versionAvitage Point of View on Content Publishing Operations - Slide version
Avitage Point of View on Content Publishing Operations - Slide version
 
Now that you've sold it how do you build it - XMPie Users Conference XUG 202...
Now that you've sold it how do you build it  - XMPie Users Conference XUG 202...Now that you've sold it how do you build it  - XMPie Users Conference XUG 202...
Now that you've sold it how do you build it - XMPie Users Conference XUG 202...
 
The Art of a Handoff
The Art of a HandoffThe Art of a Handoff
The Art of a Handoff
 
When and Where to Embed Business Intelligence
When and Where to Embed Business IntelligenceWhen and Where to Embed Business Intelligence
When and Where to Embed Business Intelligence
 
HOW DELL MEASURES ITS EMPLOYMENT BRAND PROGRESS
HOW DELL MEASURES ITS EMPLOYMENT BRAND PROGRESSHOW DELL MEASURES ITS EMPLOYMENT BRAND PROGRESS
HOW DELL MEASURES ITS EMPLOYMENT BRAND PROGRESS
 
GrowFL: Improve Employee and Customer Experience in a Hybrid Work Environment
GrowFL: Improve Employee and Customer Experience in a Hybrid Work EnvironmentGrowFL: Improve Employee and Customer Experience in a Hybrid Work Environment
GrowFL: Improve Employee and Customer Experience in a Hybrid Work Environment
 
Partner Training with Bright Affect
Partner Training with Bright AffectPartner Training with Bright Affect
Partner Training with Bright Affect
 
Jimmy Newson — Create the Perfect Lead Magnet for Attracting Your Ideal Client
Jimmy Newson — Create the Perfect Lead Magnet for Attracting Your Ideal ClientJimmy Newson — Create the Perfect Lead Magnet for Attracting Your Ideal Client
Jimmy Newson — Create the Perfect Lead Magnet for Attracting Your Ideal Client
 

Plus de Geonetric

Healthcare Marketing and Digital Trends for 2017
Healthcare Marketing and Digital Trends for 2017Healthcare Marketing and Digital Trends for 2017
Healthcare Marketing and Digital Trends for 2017Geonetric
 
Staying Competitive: Web Features That Engage Users And Deliver Results
Staying Competitive: Web Features That Engage Users And Deliver ResultsStaying Competitive: Web Features That Engage Users And Deliver Results
Staying Competitive: Web Features That Engage Users And Deliver ResultsGeonetric
 
Choosing The Right CMS In An Evolving Marketing Ecosystem
Choosing The Right CMS In An Evolving Marketing EcosystemChoosing The Right CMS In An Evolving Marketing Ecosystem
Choosing The Right CMS In An Evolving Marketing EcosystemGeonetric
 
Website Strategy and Content for Medical Groups
Website Strategy and Content for Medical GroupsWebsite Strategy and Content for Medical Groups
Website Strategy and Content for Medical GroupsGeonetric
 
Email Marketing: The Opportunity You Can't Afford To Miss
Email Marketing: The Opportunity You Can't Afford To MissEmail Marketing: The Opportunity You Can't Afford To Miss
Email Marketing: The Opportunity You Can't Afford To MissGeonetric
 
Unleash the Power of Your Website's Health Library
Unleash the Power of Your Website's Health LibraryUnleash the Power of Your Website's Health Library
Unleash the Power of Your Website's Health LibraryGeonetric
 
Web Design Trends for Healthcare
Web Design Trends for HealthcareWeb Design Trends for Healthcare
Web Design Trends for HealthcareGeonetric
 
Web Writing For Healthcare Marketers
Web Writing For Healthcare MarketersWeb Writing For Healthcare Marketers
Web Writing For Healthcare MarketersGeonetric
 
Connecting CRM And Your Healthcare Website
Connecting CRM And Your Healthcare WebsiteConnecting CRM And Your Healthcare Website
Connecting CRM And Your Healthcare WebsiteGeonetric
 
Proving the Value of Your Website
Proving the Value of Your WebsiteProving the Value of Your Website
Proving the Value of Your WebsiteGeonetric
 
Support SEO With A Cohesive Patient Journey
Support SEO With A Cohesive Patient JourneySupport SEO With A Cohesive Patient Journey
Support SEO With A Cohesive Patient JourneyGeonetric
 
Hire a Web Vendor with Confidence - Geonetric Webinar
Hire a Web Vendor with Confidence - Geonetric WebinarHire a Web Vendor with Confidence - Geonetric Webinar
Hire a Web Vendor with Confidence - Geonetric WebinarGeonetric
 
Hire a Web Vendor with Confidence - Geonetric Webinar
Hire a Web Vendor with Confidence - Geonetric WebinarHire a Web Vendor with Confidence - Geonetric Webinar
Hire a Web Vendor with Confidence - Geonetric WebinarGeonetric
 
From Half Full to Topped Off: How North Kansas City Hospital Filled Schedules...
From Half Full to Topped Off: How North Kansas City Hospital Filled Schedules...From Half Full to Topped Off: How North Kansas City Hospital Filled Schedules...
From Half Full to Topped Off: How North Kansas City Hospital Filled Schedules...Geonetric
 
Survey Says! Insights from Geonetric's eHealth Survey
Survey Says! Insights from Geonetric's eHealth SurveySurvey Says! Insights from Geonetric's eHealth Survey
Survey Says! Insights from Geonetric's eHealth SurveyGeonetric
 
Reinventing Digital Marketing Campaigns
Reinventing Digital Marketing CampaignsReinventing Digital Marketing Campaigns
Reinventing Digital Marketing CampaignsGeonetric
 
Pushing Hospital Website Design
Pushing Hospital Website DesignPushing Hospital Website Design
Pushing Hospital Website DesignGeonetric
 
Google And The New SEO [WEBINAR]
Google And The New SEO [WEBINAR]Google And The New SEO [WEBINAR]
Google And The New SEO [WEBINAR]Geonetric
 
Content Marketing for Healthcare [WEBINAR]
Content Marketing for Healthcare [WEBINAR]Content Marketing for Healthcare [WEBINAR]
Content Marketing for Healthcare [WEBINAR]Geonetric
 

Plus de Geonetric (19)

Healthcare Marketing and Digital Trends for 2017
Healthcare Marketing and Digital Trends for 2017Healthcare Marketing and Digital Trends for 2017
Healthcare Marketing and Digital Trends for 2017
 
Staying Competitive: Web Features That Engage Users And Deliver Results
Staying Competitive: Web Features That Engage Users And Deliver ResultsStaying Competitive: Web Features That Engage Users And Deliver Results
Staying Competitive: Web Features That Engage Users And Deliver Results
 
Choosing The Right CMS In An Evolving Marketing Ecosystem
Choosing The Right CMS In An Evolving Marketing EcosystemChoosing The Right CMS In An Evolving Marketing Ecosystem
Choosing The Right CMS In An Evolving Marketing Ecosystem
 
Website Strategy and Content for Medical Groups
Website Strategy and Content for Medical GroupsWebsite Strategy and Content for Medical Groups
Website Strategy and Content for Medical Groups
 
Email Marketing: The Opportunity You Can't Afford To Miss
Email Marketing: The Opportunity You Can't Afford To MissEmail Marketing: The Opportunity You Can't Afford To Miss
Email Marketing: The Opportunity You Can't Afford To Miss
 
Unleash the Power of Your Website's Health Library
Unleash the Power of Your Website's Health LibraryUnleash the Power of Your Website's Health Library
Unleash the Power of Your Website's Health Library
 
Web Design Trends for Healthcare
Web Design Trends for HealthcareWeb Design Trends for Healthcare
Web Design Trends for Healthcare
 
Web Writing For Healthcare Marketers
Web Writing For Healthcare MarketersWeb Writing For Healthcare Marketers
Web Writing For Healthcare Marketers
 
Connecting CRM And Your Healthcare Website
Connecting CRM And Your Healthcare WebsiteConnecting CRM And Your Healthcare Website
Connecting CRM And Your Healthcare Website
 
Proving the Value of Your Website
Proving the Value of Your WebsiteProving the Value of Your Website
Proving the Value of Your Website
 
Support SEO With A Cohesive Patient Journey
Support SEO With A Cohesive Patient JourneySupport SEO With A Cohesive Patient Journey
Support SEO With A Cohesive Patient Journey
 
Hire a Web Vendor with Confidence - Geonetric Webinar
Hire a Web Vendor with Confidence - Geonetric WebinarHire a Web Vendor with Confidence - Geonetric Webinar
Hire a Web Vendor with Confidence - Geonetric Webinar
 
Hire a Web Vendor with Confidence - Geonetric Webinar
Hire a Web Vendor with Confidence - Geonetric WebinarHire a Web Vendor with Confidence - Geonetric Webinar
Hire a Web Vendor with Confidence - Geonetric Webinar
 
From Half Full to Topped Off: How North Kansas City Hospital Filled Schedules...
From Half Full to Topped Off: How North Kansas City Hospital Filled Schedules...From Half Full to Topped Off: How North Kansas City Hospital Filled Schedules...
From Half Full to Topped Off: How North Kansas City Hospital Filled Schedules...
 
Survey Says! Insights from Geonetric's eHealth Survey
Survey Says! Insights from Geonetric's eHealth SurveySurvey Says! Insights from Geonetric's eHealth Survey
Survey Says! Insights from Geonetric's eHealth Survey
 
Reinventing Digital Marketing Campaigns
Reinventing Digital Marketing CampaignsReinventing Digital Marketing Campaigns
Reinventing Digital Marketing Campaigns
 
Pushing Hospital Website Design
Pushing Hospital Website DesignPushing Hospital Website Design
Pushing Hospital Website Design
 
Google And The New SEO [WEBINAR]
Google And The New SEO [WEBINAR]Google And The New SEO [WEBINAR]
Google And The New SEO [WEBINAR]
 
Content Marketing for Healthcare [WEBINAR]
Content Marketing for Healthcare [WEBINAR]Content Marketing for Healthcare [WEBINAR]
Content Marketing for Healthcare [WEBINAR]
 

Dernier

Introduction to Quantum Computing
Introduction to Quantum ComputingIntroduction to Quantum Computing
Introduction to Quantum ComputingGDSC PJATK
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UbiTrack UK
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesThousandEyes
 
RAG Patterns and Vector Search in Generative AI
RAG Patterns and Vector Search in Generative AIRAG Patterns and Vector Search in Generative AI
RAG Patterns and Vector Search in Generative AIUdaiappa Ramachandran
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaborationbruanjhuli
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServicePicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServiceRenan Moreira de Oliveira
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Commit University
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1DianaGray10
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Adtran
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Websitedgelyza
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesMd Hossain Ali
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxGDSC PJATK
 

Dernier (20)

Introduction to Quantum Computing
Introduction to Quantum ComputingIntroduction to Quantum Computing
Introduction to Quantum Computing
 
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
UWB Technology for Enhanced Indoor and Outdoor Positioning in Physiological M...
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyesHow to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
How to Effectively Monitor SD-WAN and SASE Environments with ThousandEyes
 
RAG Patterns and Vector Search in Generative AI
RAG Patterns and Vector Search in Generative AIRAG Patterns and Vector Search in Generative AI
RAG Patterns and Vector Search in Generative AI
 
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online CollaborationCOMPUTER 10: Lesson 7 - File Storage and Online Collaboration
COMPUTER 10: Lesson 7 - File Storage and Online Collaboration
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer ServicePicPay - GenAI Finance Assistant - ChatGPT for Customer Service
PicPay - GenAI Finance Assistant - ChatGPT for Customer Service
 
Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)Crea il tuo assistente AI con lo Stregatto (open source python framework)
Crea il tuo assistente AI con lo Stregatto (open source python framework)
 
Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1Secure your environment with UiPath and CyberArk technologies - Session 1
Secure your environment with UiPath and CyberArk technologies - Session 1
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™Meet the new FSP 3000 M-Flex800™
Meet the new FSP 3000 M-Flex800™
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
COMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a WebsiteCOMPUTER 10 Lesson 8 - Building a Website
COMPUTER 10 Lesson 8 - Building a Website
 
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just MinutesAI Fame Rush Review – Virtual Influencer Creation In Just Minutes
AI Fame Rush Review – Virtual Influencer Creation In Just Minutes
 
Cybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptxCybersecurity Workshop #1.pptx
Cybersecurity Workshop #1.pptx
 

Creating Landing Pages That Convert

  • 1. Create Landing Pages that Convert BEN DILLON | CHIEF STRATEGY OFFICER DAVID STURTZ | PRODUCT STRATEGY DIRECTOR
  • 3. Webinar Information • Webinar lasts one hour • Enter questions at any time • Recording will be posted in our webinar archive within 48 hours • Please take the post-webinar survey which will appear at the conclusion of the webinar • Follow along on Twitter using the #Geonetric hashtag
  • 4. Today’s Presenters David Sturtz | Product Strategy Director Ben Dillon | Chief Strategy Officer
  • 5. Create Landing Pages that Convert BEN DILLON | CHIEF STRATEGY OFFICER DAVID STURTZ | PRODUCT STRATEGY DIRECTOR
  • 6. What is a landing page? Navigation? – A homepage or main page for a section Google Analytics? – First page of your site visited in a user’s session Search Engine Optimization? – Page optimized for particular keyword phrase(s) Pay-per-Click? – Page that your ad(s) link to
  • 7. A Landing Page Has Two Goals 1. Attract & retain traffic 2. Get users to take a specific action
  • 8. A Typical Conversion Funnel RetainConvertEngageAttract
  • 9. What’s a conversion? Revenue • Appointment scheduled • Screening or class for fee Actionable Leads • Information session/tour • Phone call (trackable) • Risk assessment (with email) • Download (with email) • Email campaign sign up
  • 10. What’s a micro-conversion? Engagement • Pages / screens viewed • Multiple visits • Video views • Use of dynamic page elements (e.g., image enlargements, calculators, tabs, accordions, etc.) • Anonymous downloads Un-focused Interactions • Social shares, follows • Email newsletter sign up • General contact us • Added to retargeting list
  • 11. Elements of a Landing Page • Connected to user’s task / link / ad • Clear value proposition • Trustworthy & credible • Necessary information to make a decision • Call to action
  • 12. When do you need a landing page? User Need + Call to Action For example: • Women ages 45 to 75 + Download Mammogram Guide • “mammogram guidelines family history” + Download Mammogram Guide • Women ages 45 to 75 + Schedule Your Mammogram • “mammogram second opinion” + Speak to a Physician
  • 13. Which call to action? • Schedule an appointment • Sign up • Register now • Call today • Request a call • Download • Subscribe Revenue • Appointment scheduled • Screening or class for fee Actionable Leads • Information session / tour • Phone call (trackable) • Risk assessment (with email) • Download (with email) • Email campaign sign up
  • 14. Think Mobile First • Test pages on top mobile devices – Technical (videos, load times) – Content (length, order) – Design (target sizes, touch support) • Reduce download times • Ensure phone numbers are click-to-call • Keep forms simple, use HTML5 input types
  • 17. Ex. The Balancing act – shorter vs. better
  • 18. Copywriting matters • Form title • Question copy • Button copy
  • 23. Make it Mobile Friendly
  • 27. CRM Integration • Close the data loop • Real-time connection • Marketing automation • Use CRM insights to make the web smarter • Gather email everywhere
  • 29. Measurement • Use campaign tracking • Track conversions using Goals & Funnels • Track significant micro-conversions using Goals • Track additional micro-conversions using Events
  • 30. Calculating Conversion Value Example 1 • $100 per screening • 3/5 screening requests complete screening $60 goal value per screening request. Example 2 • $20k net income per surgery • 2/3 candidates have surgery • 2/5 in-person visits are candidates • 3/5 info session attendees schedule in-person visit • 4/5 info session registrants attend ~12/100 registrants have surgery $2,400 goal value per registrant