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Do you have any suggestions on homemade/ crafty marketing ideas?

What feedback / ideas / suggestions can you give to Quora members on their current landing pages?

  • There are lots of great posts asking questions on what are the best landing pages for x industry, or the biggest mistakes. I would like to start a general discussion on specific landing pages that we are working on so we can all learn and offer suggestions. I will start, but would love other to post the landing pages they are working on so we can all discuss ideas for them. BaseCase background: Since I'm starting, here is some background on the company the the landing page is for. I am in the very lucky position of taking BaseCase; an online presentation platform for the pharma and medical device industries into the world of online marketing. This SaaS solution was only ever sold via face-to-face (this is due to the clients we keep). But I get the chance to see if it is possible to reach new clients via new channels such as SEO and SEM! We have a very targeted adwords campaign that we have been running for two weeks. We have had a good amount of clicks but only two true conversions. The landing page: We have created different variations of this landing page (specific to the tools and industry). I would love feedback on this page and registration we created for an adwords campaign focusing on budget impact model visualisation for medical device companies. http://basecase.com/lpm/medical-device/budget-impact/ Can you understand what we do from this page? Is our offer compelling enough to book a demo? What do you think we can do to improve conversions? Thanks in advance, and looking forward to sharing my ideas on other landing pages!

  • Answer:

    Emily, One of the first suggestions I always make to our customers is to review your ads for "message match" from ad to landing page to ensure you are delivering on your promise presented in the ad. Do you offer the calculator or the free pilot? If you are eliciting lots of clicks, but very few conversions, there may be a problem with message match. Consider targeting your content to the specific ad message or keyword searched. Your headline is benefit-driven, but could be stronger. What is the value proposition? I see it, but it is buried in the content way below the fold... "BaseCase has eliminated the need for programmers so your interactive communications can be built and deployed in weeks not months. For speed and accuracy..." Sounds like eliminating programmers increases speed to launch and reduces production costs. Would definitely recommend A/B or MVT testing different benefit headlines. Personally, I think the content on the form page is really strong. The offer is clearly presented and benefits listed. I'd suggest testing moving some of this content to the landing page to support and balance the calculator. And of course, test, test, test, to continue to learn and drive optimization next steps. There are a plethora of free resources available on ion's site you can check out here: http://www.ioninteractive.com/literature I'd recommend the 13-Point Landing Page Checklist & the Toolkit. Jessica

Jessica Collier at Quora Visit the source

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After first viewing your landing page, it appears as if the page might be a little long as compared to traditional landing pages. You might want to check out some other posts re: landing pages on Quora for best practices. As I poked around your site, it looks like there's also an opportunity for targeted content (areas of your site that provide content based upon what you already know about a visitor). With your variety of services and industries, I'd recommend that you use personalized content on the BaseCase homepage. This will enable you to interact with current customers, prospects who are visiting your site for the first time, and prospects searching for a specific product/service in unique ways. Check out http://www.GetSmartContent.com if you're interested in more information.

Taylor Schaeffer

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