Transcript Advanced Landing Pages

Leveraging
HubSpot
Enterprise to Grow
Your Agency
Advanced Landing Pages
Peter Caputa
Date: 11-09-2011
AGENDA
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What are Advanced Landing Pages?
Setting up Advanced Landing Pages
Why are the valuable?
Homework, Getting Help, Co-Marketing
WHAT ARE
ADVANCED
LANDING
PAGES?
True A/B Testing
Multiple Template Options
Existing Web Page Import Capability
USING
ADVANCED
LANDING
PAGES
Scenario #1
• Logon to your HubSpot Account
• Open up Advanced Landing Pages
• Using an existing landing page on your site:
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Import page from that site
Save it as a template
Create an A/B Test
Create two editable regions
Create version A
Create version B
Drive traffic to see which variation performs best.
Go to Advanced Landing Pages
Click “New Landing Page”
Click “Import Existing Page”
Sales Tip: Consider doing this in a trial..
Enter URL of Page You Want to Clone
Define the Elements You Want to Vary
Preview Template
Developers: Add Tags via HTML
Cheat Sheet of Template Tag Examples: http://cdn.performable.com/docs/PML-
Create Version A
Save and Preview
Use Same Template for New Variation
Change 1 Element to Test Impact
Now You Have an A/B Test
Set up Form Rules
Form Rules to Setup
Recommended:
1. Thank you
message or
redirect to thank
you page.
2. Email
autoresponder
3. HubSpot Leads
API URL
Optional:
1. Internal email
notification
2. Webhook
3. Integrations
with rd parties
Getting the HubSpot Leads API URL
http://docs.hubapi.com/wiki/Inserting_Leads
Enable Landing Pages
Drive Traffic & Monitor Conversion Rates
Disable Lower, Set up More Variations
E Beats F. Disable F. Create More Variations…
Scenario #2
• Using an advanced landing page template
create an A/B Test
– Select a Template
– Import an image, customize the text
– Create two variations: A & B
Click “New Landing Page”
Select a Template
Sales Tip: Consider doing this in a trial..
Customize the Landing Page
Variation B: Change Form Fields
WHAT IS THE
VALUE OF
LANDING
PAGES?
Let’s recap the value
• A/B Testing
– “Allows a marketer or business owner to
increase lead conversion rate by easily setting
up and testing variations of landing pages.
Elements that can be varied include messaging,
images, headlines, form fields, action buttons
and page layouts.”
Let’s recap the value
• Pre-Designed Template Options
– “Provides the marketer or business owner with a
flexible and easy way to create attractive landing
pages and do A/B testing w/out html or design
skills required.”
Let’s recap the value
• Existing Page Import Capability
– “Allows a marketer the flexibility to create
unlimited landing pages in their exact ‘look and
feel’ by importing a specific web page and
turning it into an editable template.”
Key Value Points
Unlimited A/B Testing
Landing pages run on your subdomain
Extremely affordable method to A/B testing
Allows marketers to avoid the typical technical issues
with java script A/B testing
• Landing pages up and running quickly w/ no IT
involvement required:
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– No designer needed, template system saves valuable time
– Import tool allows a “1 click import” of your look and feel
• Detailed landing page reporting
– Determine right offers/landing pages for different traffic
sources
– Quickly enable and disable landing page variations to
maximize click through rate.
HOW
ADVANCED
LANDING
PAGES FIT IN
THE STORY
Knowledge Check
1. What are the 3 types of data I can see for
each landing page?
2. What are the two ways I can create a new
landing page?
3. What do I have to do set up an A/B test?
4. What are 3 key value points of using
Advanced Landing Pages?
Key Takeways
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Advanced Landing Pages allow A/B Testing
You can use templates or import pages
Testing drives results
Middle of the funnel effectiveness is key
HOMEWORK,
GETTING HELP,
CO-MARKETING
OPP
Homework
1. Previous Weeks’ Homework:
– Setup lots of conversion forms to capture emails.
– Setup events in advanced analytics
– Set up lead nurturing strategy based on your markets,
products, personas, pain points and content. Build
“event behavior chains” or “event flows” and start
tracking how many leads trigger these event chains.
Write emails and configure sends
– Set up Lifecyle Summary Reports, Trend Reports and
Reverse Funnel Reports
2. Build Landing Pages, Run A/B Tests
Co-Marketing Opp (continued)
1. In the forum or on your blog, write your
thoughts about, “How Marketing Can Help
Convert More Leads to Sales”
2. We’ll take quotes from you and write a
blog article highlighting the best advice.
The article(s) will be posted on
blog.hubspot.com with links to your site.
QUESTIONS?
Use the Forums
• We’ll post updates and to-do’s.
• You should respond when you do something, or when you get
stuck.
• If you have product setup questions, call support. 888
HubSpot
• Recordings and slides are on hubspot.tv/hubspot-partners
See You Next Wednesday
QUESTIONS?