Landing Pages and Content Marketing: A #CMWorld Twitter Chat with Tim Ash

TIM_ASH_updated_headshot_revA key of content marketing is converting your audience to do something that will help your business goals (e.g. signing up for a newsletter, making a purchase, etc.)  Landing pages are essential in these conversions. To help our #CMWorld community create better landing pages, Tim Ash recently joined us. 

To hear more from Tim, join him at Content Marketing World from September 8 – 11, 2014.   

See the upcoming schedule of #CMWorld chats as well as the transcripts from past events.

 

Let’s get started! Q1: What is a landing page, and why do content marketers need to care? #cmworld

 

A1:A landing page is your oppy to make a great impression #cmworld

@SueBrady

 

@tim_ash Q1: What is a landing page, and why do content marketers need to care? #cmworld

@CMIContent

 

A1: A landing page is where ppl “land” on your site – needs to be clear, concise, easy to navigate, and communicate your key msg #cmworld

@dwheeler11

 

A1: Content marketers should care about landing pages b/c they’re conversion opps (desired action taken). #cmworld

@Hoovers

 

Lurking for the first half, but happy to be at #cmworld

@lindadessau

 

#CMWorld Copy is very importation, but remember that the page is first viewed as a VISUAL object – people read later

@tim_ash

 

A1: Landing page is your window dressing to intrigue & draw people inside for a better look!! #CMWorld

@lttlewys

 

@tim_ash LOVED your rapid fire LP critiques at #IMS14 #cmworld

@Brewbom

 

@CMIContent A1: A page designed specifically for conversion, and cause that’s the ultimate goal of marketing #CMWorld

@atxcopywriter

 

#CMWorld Definition of a landing page – ANY page which leads to a goal for your business – homepage, microsite, stand-alone pages too

@tim_ash

 

A landing page with no strategy might as well be a trampoline… Visitors will just bounce! #CMWorld

@iSocial_Fanz

 

A1: They’re the contextually appropriate place for your customer to arrive- one that’s in line w/ the CTA that brought them there #cmworld

@robin_garrison

 

A1: we don’t get to control what page all traffic lands on so every page should be thought of as a landing page right? #cmworld

@Brewbom

 

@heynikole Great to see you, Nikole! #CMWorld

@CMIContent

 

A1: We see landing page as a bridge from whatever drew you in (email, etc.) to the content you need/want. Needs to act that way. #cmworld

@mikemyers614

 

@Brewbom #CMWorld Right – as long as a lot of important traffic goes there – its a landing page – whether you control it or not.

@tim_ash

 

A1: Landing page is where you’re taken after clicking a hyperlink, generally homepage and your opportunity to capture the clicker. #CMWorld

@therealconsummo

 

A1: Landing pages can carry your association with “suspects” forward–or cut it off abruptly. #cmworld

@Hoovers

 

#CMWorld Remember – ALL high traffic pages are landing pages – as long as important stuff happens downstream. #CRO

@tim_ash

 

A1: A landing page is a great way to offer your potential customers value in exchange for an action i.e. e-mail, like, follow, etc. #cmworld

@Ebyline

 

@Brewbom That poses the question: what makes a landing page distinct from any other page? #cmworld

@atxcopywriter

 

@tim_ash I found hidden, unknown 1yr old outdated page getting big traffic. redid it as LP and dropped bounce 89% conversion 2x #cmworld

@Brewbom

 

Q2: What are the main differences between a page on your website and a landing page? #CMWorld

@CMIContent

 

A1. Landing pages are specific to campaigns/initiatives/strategy. Directs users to targeted content. Ex. special announcement/promo #cmworld

@vegecomgirl

 

@Brewbom Great example. #CMWorld

@tim_ash

 

@tim_ash Took lots of your ideas Tim! #cmworld

@Brewbom

 

A2: A landing page should be specific to whatever media drove the user there (use keywords etc.) #cmworld

@SueBrady

 

@Hoovers Does “suspects” mean potential customers? Sounds negative #cmworld

@atxcopywriter

 

@CMIContent I agree with @Brewbom. Every page on your website should be treated as a landing page. #CMWorld

@jasondominy

 

@CMIContent @Brewbom I think in a way you can definitely say that and not be wrong. “The eagle has landed…somewhere” #cmworld

@vegecomgirl

 

@jasondominy @CMIContent JASON!! rock on brother! #cmworld

@Brewbom

 

Yep! MT @vegecomgirl Landing pages are specific to campaigns/initiatives/strategy. Directs users to targeted content. #cmworld

@mikemyers614

 

A2. I think of a landing page as a page that summarizes the content you want to promote, may have links to subcontent #cmworld

@dwheeler11

 

@atxcopywriter @Hoovers #CMWorld Suspects means that they are not quite “prospects” who have raised their hand yet

@tim_ash

 

A2: A landing page should be the first thing a new visitor sees so you can follow up with them. And a page is to give them content #cmworld

@Ebyline

 

A1: maybe a good split might be campaign LP’s that are noindex/no navigate and then high traffic pages #cmworld

@Brewbom

 

@atxcopywriter thanks! 🙂 @CMIContent #CMWorld

@Steph_Montreuil

 

@atxcopywriter “Suspects” could be potential prospects. #cmworld

@Hoovers

 

@Brewbom @tim_ash Where was all the traffic coming from? Must not have been “hidden” after all! #cmworld

@atxcopywriter

 

A2: A landing page should be short and sweet and drive a specific action – requesting more info, making a specific purchase, etc. #cmworld

@robin_garrison

 

@dwheeler11 Great one! #CMWorld

@CMIContent

 

A2: @CMIContent @Brewbom Cause you can’t control where pple are coming from anymore, only where you send them to, focus on every page. #CMWorld

@jasondominy

 

A Landing page is your window dressing to intrigue & draw people inside for a better look!! #CMWorld via @PRDailyNews

@copywritequeen

 

@atxcopywriter @Brewbom #CMWorld Traffic can come from anywhere – type-in, seo, ppc, affiliate, email

@tim_ash

 

@CMIContent thanks 🙂 #cmworld

@dwheeler11

 

#CMworld. A good landing page =Sully’s miracle on the Hudson. Bad landing page execution is ripped from current headlines. Lost souls.

@monietenbroeck

 

@mikemyers614 that was fast! @CMIContent #cmworld

@Seointruder

 

@tim_ash I actually wasn’t saying only for campaigns, but many are specific to a target where you want users to go. #CMWorld

@vegecomgirl

 

@atxcopywriter @tim_ash it was OUT of navigation but NOT noindex. everyone thought they had killed it a year ago #cmworld

@Brewbom

 

Business has been won…or lost…at the landing page. #cmworld

@SusynEliseDuris

 

A2: All landing pages are Web pages, but not all Web pages are landing pages. #cmworld

@Hoovers

 

@tim_ash I also agree with you on traffic and SEO #CMWorld

@vegecomgirl

 

A2 A landing page must deliver on whatever promise was made to get someone to visit it #cmworld

@ardath421

 

Q2: What are the main differences between a page on your website and a landing page? #cmworld

@Ebyline

 

@HiPhaedra Hi Phaedra! Thanks for saying hello! #CMWorld

@CMIContent

 

Agree with @tim_ash re the visual importance – isn’t there something that says the audience makes up their mind in 2 secs? #CMWorld

@SoutherlyComms

 

A2: @jasondominy @CMIContent agree, you can target but not exclude. #cmworld

@Brewbom

 

@ardath421 #CMWorld great point – number one conversion problem on landing page is NOT MATCHING VISITOR’S INTENT – keep your promises

@tim_ash

 

@tim_ash @Hoovers I’ve never heard that. Good to know! #cmworld

@atxcopywriter

 

@CMIContent @ardath421 Would you say a home page is the ultimate landing page? #cmworld

@Hoovers

 

@Ebyline Thanks for sharing the questions! #CMWorld

@CMIContent

 

A2: A landing page should be geared to engage and intrigue the viewer. Promos, articles, photos that will get them to look around #CMWorld

@therealconsummo

 

A clear value prop must be there. MT @ardath421: A2 A landing pg must deliver on whatever promise was made to get someone to visit #cmworld

@SusynEliseDuris

 

Q3: Are landing pages only for lead generation, or should they be used for ungated offers as well? #CMWorld

 

@CMIContent No problem 🙂 #cmworld

@Ebyline

 

A2: @Brewbom @CMIContent That’s right. Because you have no idea what content will resonate with each person. #CMWorld

@jasondominy

 

@SoutherlyComms #CMWorld Actually VISUAL first impression happens in 50 milliseconds #cro

@tim_ash

 

actually @Hoovers @CMIContent @ardath421 I would say that MOST home pages are the WORST landing pages. Just ask @tim_ash #cmworld

@Brewbom

 

@Hoovers @ardath421 Not at all! Quite the contrary. #CMWorld

@CMIContent

 

A good landing page continues the story from the original click… #CMWorld

@iSocial_Fanz

 

@tim_ash Q3: Are landing pages only for lead generation, or should they be used for ungated offers as well? #CMWorld

@CMIContent

 

A2: Had to think about it for a minute. I’d say the difference is it’s more focused on driving a specific action #cmworld

@atxcopywriter

 

@atxcopywriter @tim_ash It’s just fancy semantics. Other nomenclatures are out there–typically personae. #cmworld

@Hoovers

 

@Brewbom Totally agree with that Andy! Homepages can be a company’s worst enemy #cmworld

@ardath421

 

@Hoovers I think a home page is not the best landing page, especially if you are trying to drive conversions for a specific offer #cmworld

@michelelinn

 

@robin_garrison Yes. You should have a purpose & goal with that page as well. Why is it necessary and why do it? #CMWorld

@vegecomgirl

 

.@tim_ash that’s even more amazing! #cmworld

@SoutherlyComms

 

@iSocial_Fanz We like that! #CMWorld

@CMIContent

 

@ardath421 our home page is a landing page. but it’s currently the only one. #cmworld

@Brewbom

 

@CMIContent #CMWorld Landing pages not just for lead-gen – can be for ecommerce or ungated downloads

@tim_ash

 

@CMIContent @tim_ash Creating LPs that ignore anyone not willing to become a lead is a waste of space. Be a resource to everyone! #CMWorld

@bragg_mike

 

@iSocial_Fanz Hey Brian! Good to see you. It also carries it beyond that landing page. Makes you move to the next page/chapter. #CMWorld

@vegecomgirl

 

@michelelinn @Hoovers #CMWorld You may not LIKE your homepage, but it is often your most important landing page

@tim_ash

 

@Brewbom @CMIContent @ardath421 @tim_ash Agreed. Home pages on purely acquisition websites can fall woefully short. #cmworld

@Hoovers

 

@bragg_mike @CMIContent #CMWorld Correct – landing pages can be designed to address ALL stages of the buying process

@tim_ash

 

I have seen home pg be used as landing page. Wrong move. LP must be ultra-focused, then for more info guide to parts of website. #cmworld

@SusynEliseDuris

 

A3: It depends. I would offer value in exchange for an e-mail then if they didn’t take it, give them an ungated offer on the exit #cmworld

@Ebyline

 

A3. I view a landing page as like a course catalog 4 the specific content you want to promote (with links) – not just for lead gen #cmworld

@dwheeler11

 

@bragg_mike @tim_ash But do all landing pages apply to all people? Or do you create various landing pages? #CMWorld

@CMIContent

 

“@iSocial_Fanz: A landing page with no strategy might as well be a trampoline… Visitors will just bounce! #CMWorld”

@zoe_wilkins

 

@SusynEliseDuris #CMWorld But you don’t control homepage traffic – there is often a lot of type-in if you have a strong brand

@tim_ash

 

@tim_ash I think it’s tough to be relevant to everyone on your home page. Lots of potential ways to convert people from that page #cmworld

@michelelinn

 

.@vegecomgirl Agree.. The key is continuing the story not being the end or the intermission of the story.. #cmworld

@iSocial_Fanz

 

@Brewbom bonjour! Ca va? 😉 #cmworld

@SFerika

 

@michelelinn #CMWorld Yes homepage is often a compromise – declutter if you can to focus visitors #cro

@tim_ash

 

A3. We have used blog posts as landing pages, even when the content / offers are ungated #cmworld

@michelelinn

 

@tim_ash @michelelinn @Hoovers The homepage is very important as a landing page, esp. based on how often you change content there #cmworld

@vegecomgirl

 

@lttlewys I haven’t even thought about breakfast yet… #cmworld

@SFerika

 

@michelelinn #CMWorld – Make sure you add specific calls-to-action to all blog posts

@tim_ash

 

@CMIContent @tim_ash certainly want multiple landing pages (with diff. content), but anyone willing to interact should be welcome. #CMWorld

@bragg_mike

 

To rephrase Q3, “Must a landing page capture visitor information via a form?” #cmworld

@Hoovers

 

Q4: Does every piece of content need its own landing page? Should you have more than one landing page for an offer? #CMWorld @tim_ash

 

A3: I’m actually creating some adwords campaigns to point to blog posts #cmworld

@Brewbom

 

@Hoovers #CMWorld – No landing page does not have to have a form – conversion can happen downstream on another page

@tim_ash

 

@CMIContent @bragg_mike @tim_ash They don’t. It depends on how you use them. Some are segment-specific (i.e. private sales). #cmworld

@vegecomgirl

 

@tim_ash I would never use home page as a landing page. Not a sound course. #cmworld

@SusynEliseDuris

 

@CMIContent @bragg_mike @tim_ash Targeting your landing pages to specific types of visitors makes it easier to create great copy #cmworld

@SFerika

 

@tim_ash Indeed! We have specific calls-to-action on every post (and try to have one on every page as well) #cmworld

@michelelinn

 

@atxcopywriter As always it depends. Sometimes it’s just not possible given diversity of markets. cc @Brewbom #cmworld

@ardath421

 

@SusynEliseDuris #CMWorld My point is that if homepage has a lot of traffic, it IS a landing page – so make it better…

@tim_ash

 

A great home page can’t scare visitors away… A great landing page must provide value & drive the visitors engagement! #cmworld

@iSocial_Fanz

 

@atxcopywriter @ardath421 to me the home page can be a killer landing page if you are a startup SaaS or single offer. #cmworld

@Brewbom

 

@robin_garrison Very true. It’s all tied in together. Oh but how some forget that. #CMWorld

@vegecomgirl

 

@SusynEliseDuris Terrible UX to get a targeted ad or email that dumps you on the homepage, not on related content landing page #cmworld

@SFerika

 

A4: Creating different landing pages for the same offer are a great way to A/B test, learn quickly. #cmworld

@mikemyers614

 

@SFerika @SusynEliseDuris #CMWorld Agree – all email offers should go to dedicated pages – never your homepage. #cro

@tim_ash

 

A4: Not necessarily, but it will help with conversions to target the landing page to the offer. #congruent #cmworld

@Ebyline

 

I’d highly recommend following the #CMWorld hashtag today. Some excellent discussion + opinions going on….

@zoe_wilkins

 

A3: They should be used to intrigue your audience and make them want to stay “continue the story, not an intermission or pause” #CMWorld

@therealconsummo

 

@zoe_wilkins Thanks, Zoe! #CMWorld

@CMIContent

 

@tim_ash @SFerika that is exactly what I have been saying… #CMWorld

@SusynEliseDuris

 

@SFerika @SusynEliseDuris #CMWorld In fact you should use dedicated pages for all CONTROLLABLE traffic sources.

@tim_ash

 

A4: More than 1 landing pg might be advisable if you’re promoting the same offer to two distinct personae. #cmworld

@Hoovers

 

assuming the veritable @tim_ash will be talking A/B testing LP’s today #cmworld : )

@Brewbom

 

@Brewbom #CMWorld Ask away about testing…

@tim_ash

 

@CMIContent @tim_ash A4: That sounds overwhelming! #CMWorld

@atxcopywriter

 

A3: It depends – what’s your goal? Ungated content will result in many more downloads. Gated will result in #leadgeneration #cmworld

@robin_garrison

 

@Hoovers Agreed. The more relevant you can be on a landing page, the better. This may mean multiple landing pages per offer #cmworld

@michelelinn

 

@robin_garrison #CMWorld A download, trial, ecom sale, or video view are ALL valid conversion actions

@tim_ash

 

A4: Multiple landing pages for the same offer are a great way to A/B test and get your #marketinggeek on. #cmworld

@robin_garrison

 

@michelelinn Helpful in tailoring copy, but also visuals. #cmworld

@Hoovers

 

@michelelinn @Hoovers I tend not to agree with that unless you’re doing some sort of A/B testing to see responses between groups #cmworld

@vegecomgirl

 

@michelelinn @Hoovers #CMWorld Also use personal info or real-time data append to create a 1-on-1 experience if possible #cro

@tim_ash

 

Q5: What are some pros/cons to keeping the landing page on your own website vs. 3rd party? #cmworld @tim_ash

 

@tim_ash I hear this every few days: the sample size is too small to A/B test. I say, Ratio is king, numbers follow Thoughts? #cmworld

@Brewbom

 

@Brewbom #CMWorld for Testing the # of conversions is what counts – not traffic. 10 per day is minimum for even a basic a/b split

@tim_ash

 

@robin_garrison Yes!! Also can help you to personalize experiences later for different audiences #CMWorld

@vegecomgirl

 

A5: #Con would be your sending traffic to another site that you don’t have control over #cmworld

@Ebyline

 

@vegecomgirl @michelelinn What I was thinking: discount offer for same product for 1) sales pros & 2) marketers. 2 landing pgs. #cmworld

@Hoovers

 

@Ebyline Great point! #cmworld

@CMIContent

 

@tim_ash cool, that was my thought. the execs say unless we have 1000’s no point in A/b testing #cmworld

@Brewbom

 

@CMIContent #CMWorld own site vs third party depends on politics and tech – you should try to control important pages

@tim_ash

 

@robin_garrison love tweaking/testing out different pages and layouts and content on landing pages.. Only way to know what works #CMWorld

@iSocial_Fanz

 

 

 

 

Interesting. Do you have any examples? @tim_ash: #CMWorld Also use personal info or real-time data append to create a 1-on-1 experience

@michelelinn

 

@iSocial_Fanz @robin_garrison #CMWorld testing is not the only way to know what works – use QUALITATIVE tools too

@tim_ash

 

A5: Pros of keeping landing page on own website: ability to control/track real-time/add more links Cons: you need staff to do it #cmworld

@dwheeler11

 

@michelelinn @tim_ash @HubSpot @marketo and many others do this well I think @unbounce also #cmworld

@Brewbom

 

#CMWorld Great #CRO directory of over 500 companies http://ConversionNinjaToolbox.com

@tim_ash

 

@Hoovers @michelelinn I see! Another method: Same page, 2 offer codes (if you do that) or look at tracking from source (2 emails). #cmworld

@vegecomgirl

 

A5 get them to your site to ensure they are there, make LP enticing so they want to ck out more. No pros to 3rd party site I see. #cmworld

@SusynEliseDuris

 

@michelelinn @tim_ash Have done landing pages that reflect the keywords searched for in the title/description #cmworld

@SFerika

 

@tim_ash @robin_garrison agree… Not only way but it’s a great way… Tools must provide data that is actionable.. #CMWorld

@iSocial_Fanz

 

@vegecomgirl @michelelinn Exactly! #cmworld

@Hoovers

 

@Hoovers: @vegecomgirl I was thinking if different audiences have different informational needs, customization may help #cmworld

@michelelinn

 

@SFerika @michelelinn #CMWorld – yes – always personalize page intent by matching title or keywords to upstream search #cro

@tim_ash

 

@SusynEliseDuris That’s where our heads are – but are open to new ideas! Our 3rd party pgs incl event reg, etc. #CMWorld

@CMIContent

 

@michelelinn @vegecomgirl That scenario absolutely makes sense to me, too. #cmworld

@Hoovers

 

@CMIContent #CMWorld 3rd party pages are often more rigid and difficult to change or test #cro

@tim_ash

 

@tim_ash @iSocial_Fanz Pretty sure that I didn’t say it was the *only* way. #cmworld

@robin_garrison

 

@michelelinn @Hoovers If you have access to personalization tools, make use! Same page, different presentation.. Measureable #cmworld

@vegecomgirl

 

@tim_ash And as a bonus, swords are cool. 🙂 #CMWorld

@Erin_E_Palmer

 

@Erin_E_Palmer @tim_ash I agree! Swords and Ninjas 🙂 #cmworld

@Ebyline

 

@robin_garrison @tim_ash agree.. Great way! Not only way! The more ways the better IMO! #CMWorld

@iSocial_Fanz

 

@CMIContent For events, you need to cast a wide net and I think that’s where 3rd party has merit. #CMWorld

@SusynEliseDuris

 

@Erin_E_Palmer Agreed – I was Sabre team captain in college #CMWorld

@tim_ash

 

Q6: What are some ways to improve the conversion rates of your landing pages? Copy/images/video? #cmworld @tim_ash

 

@CMIContent #CMWorld Improve conversion by removing distractions – motion, graphics, text #cro

@tim_ash

 

A6; to ME the best way to improve conversion is stop assuming and start A/B testing #cmworld

@Brewbom

 

A5: Pros: own site – more control. 3rd party site – (possibly) more traffic. #cmworld

@robin_garrison

 

@vegecomgirl What are your favorite tools for personalization? #cmworld

@michelelinn

 

A6: Obvious but: TESTTESTTESTTESTTESTTEST #cmworld

@SueBrady

 

A6: and most important way to improve conversion is to think like your customer- problem first – product last #cmworld

@Brewbom

 

@Brewbom #CMWorld See my comment about QUALITATIVE tools – testing can become a crutch to settle unimportant bar-bets

@tim_ash

 

@CMIContent @tim_ash A6: Make it very focused on the value the reader will get out of your offer. #cmworld

@atxcopywriter

 

A6. Improve conversion rates by making your content the most relevant and elegant – with design that appeals to your audience #cmworld

@dwheeler11

 

@ardath421 Considering different informational needs helps with more than just landing pages 🙂 I think about this a lot lately #cmworld

@michelelinn

 

A6: Split testing 1 variable at time. Also the traffic source will play a big part in getting the best conversions #cmworld

@Ebyline

 

@tim_ash agree 1004% but A/B testing can also eliminate stuck thinking #cmworld

@Brewbom

 

A6: Have a clear call to action. Make it prominent on your page. #cmworld

@Hoovers

 

@dwheeler11 #CMWorld Design should be high quality, but don’t distract with pretty pictures – focus on call to action #cro

@tim_ash

 

@tim_ash IM MUCH more of a qualitative guy. Data can always lie. #cmworld

@Brewbom

 

@Brewbom @tim_ash We use it a lot for direction/confirmation, and act pretty quickly from results. #CMWorld

@CMIContent

 

A6: Make sure your visitors know what to do next. Make it obvious. #cmworld

@Hoovers

 

@michelelinn This is one reason I work on such in-depth personas 🙂 #cmworld

@ardath421

 

@mikemyers614 @Brewbom #CMWorld Right – focus on visitor’s intent and the pain that they have #CRO

@tim_ash

 

A6: Testing! Deciding on the best copy/images and videos can be done by trying it out and testing the results. #CMWorld

@Erin_E_Palmer

 

A6: Strategy – determine what you will measure conv. on and build the page around that! Sounds simple…but so many seem to miss. #cmworld

@robin_garrison

 

Conversions all come down to value prop and experience visitor is having. #cmworld

@SusynEliseDuris

 

@CMIContent @tim_ash NICE! would love to chat about what you are doing. love the team (say hi to Joe!) #cmworld

@Brewbom

 

#CMworld A6 Leverage something reasonable & ‘believable’ like “Improve Your…” & NOT “You’ve Won…” apart from attractive content

@avik_munshi

 

@Brewbom I’d love that! Let’s chat next week sometime. #CMWorld

@cmcphillips

 

A6. Use your analytics. Personalize experience where you can. Identify sources that best work & optimize those that don’t #CMWorld

@vegecomgirl

 

@CMIContent A6: Give customer an idea what he can do on LP and facilitate process if he decides to move along the buying process. #cmworld

@__ok_

 

A6: Make your landing page relevant to what drove the click in the 1st place. #cmworld

@SueBrady

 

@Brewbom Likewise! I love mornings! I’ll connect after the chat. #CMWorld

@cmcphillips

 

A6. Review your content. Tweak where necessary. Look at keywords/page URLs for SEO #CMWorld

@vegecomgirl

 

A6: Make sure lead-in content is a seamless transition to the landing pg (relevant, consistent). Alienated visitor = bounce. #cmworld

@Hoovers

 

@SueBrady Seems so obvious, but it’s so, so important. #CMWorld

@CMIContent

 

@__ok_ We like this! Thanks! #CMWorld

@CMIContent

 

Q7: Should landing pages be optimized for SEO? Social? Both? #cmworld @tim_ash

 

#CMWorld Don’t get GREEDY and go for bottom-of-funnel conversion – offer something for each stage of buying process #cro

@tim_ash

 

A6: Testing copy, images, and video will help, but If you can solve your visitors problem with your offer your golden 🙂 #cmworld

@Ebyline

 

A6: customers give you money to make them better. Pain solving is more useful if it improves rather than just moves it #cmworld

@Brewbom

 

@tim_ash Awesome. When I was a nanny in college, one of the kids practiced fencing with a foam sword. He always beat me. He was 5. #CMWorld

@Erin_E_Palmer

 

A7: It pains me to state the obvious: optimize landing pages for mobile. #cmworld

@Hoovers

 

A7: Yes! social is SEO and vice versa @CMIContent @tim_ash #cmworld

@Brewbom

 

@Erin_E_Palmer 🙂 We all have our gifts. #CMWorld

@CMIContent

 

@michelelinn In the past I’ve worked with Monetate. But I’ve used tools built into web platform to segment for real-time merch.. #cmworld

@vegecomgirl

 

A7: If you are running any kind of PPC campaign or paying for traffic, optimizing it for SEO will mess with your stats #cmworld

@Ebyline

 

A7. IMHO, all pages should be optimized for SEO. Social depends on your audience (but yes if possible), mobile is more important #cmworld

@dwheeler11

 

@SueBrady Yes! Otherwise it is a wasted effort. #CMWorld

@Erin_E_Palmer

 

@CMIContent @tim_ash #1 priority is optimizing for people (as usual), if you can for the others without losing that, do! #cmworld

@atxcopywriter

 

@Hoovers #CMWorld – Yes have DEDICATED mobile pages if traffic is high enough – NOT just stretchable “responsive” bullshit

@tim_ash

 

@atxcopywriter @tim_ash Most definitely! #CMWorld

@CMIContent

 

@michelelinn I’ve also worked on layering content based on cart activity and triggers created with developer #CMWorld

@vegecomgirl

 

@tim_ash @Hoovers Why are dedicated mobile pages better than responsive design? #CMWorld

@CMIContent

 

@vegecomgirl Thanks! >> In the past I’ve worked with Monetate. But I’ve used tools built into web platform #cmworld

@michelelinn

 

@Erin_E_Palmer @tim_ash Arya would beat most of us and she’s, what, 11? #CMWorld

@atxcopywriter

 

@CMIContent @Hoovers #CMWorld – Dedicated pages should be a subset of your full functionality – not just rescaled.

@tim_ash

 

@CMIContent Exactly! I’d be useless in a zombie apocalypse for anything other than entertainment. But at least I’d go out laughing. #CMWorld

@Erin_E_Palmer

 

@tim_ash What’s been your highest converting landing page? #cmworld

@Ebyline

 

@CMIContent @tim_ash @Hoovers Some resp. design doesn’t translate as well as one mobile-specific or w/i app #cmworld

@vegecomgirl

 

#CMWorld Try Evergage and Commerce Sciences for personalization (works with any CMS) #CRO

@tim_ash

 

@CMIContent A7: also depends on contents on LP. If evergreen content my focus would be on seo and less social. #cmworld

@__ok_

 

@vegecomgirl @michelelinn That sentence took me a few seconds to understand #notatechperson #CMWorld

@atxcopywriter

 

@CMIContent @tim_ash @Hoovers Plus, mobile exp is very different than web in many ways. Shorter, quicker, scanning vs reading #CMWorld

@vegecomgirl

 

Q8: Is landing page development and testing something that should be kept in house or outsourced? What skills are needed? #cmworld @tim_ash

 

@vegecomgirl @CMIContent @Hoovers #CMWorld my point exactly – two dedicated templates: web/tablet and smartphone…

@tim_ash

 

@atxcopywriter: Ha! Same here. I am from the B2B world, not ecommerce 🙂 @vegecomgirl #CMWorld

@michelelinn

 

 

@atxcopywriter True! I feel better now. 🙂 #CMWorld

@Erin_E_Palmer

 

@atxcopywriter @michelelinn Sorry! Got too techy and I’m not a tech person either! HA! #CMWorld

@vegecomgirl

 

@CMIContent #CMWorld #LPO testing – run the tools yourself for speed of testing – but ideas can often be outsourced.

@tim_ash

 

#CMWorld Problem with your own testing ideas – you are too close to your business to see it as your visitor would.

@tim_ash

 

@michelelinn @CMIContent @tim_ash @Hoovers Sometimes what you end up doing for the responsive design isn’t optimal for the desktop #cmworld

@SFerika

 

@CMIContent @tim_ash A8: It’s something you want your web designers and content writers to know, whether in house or not #cmworld

@atxcopywriter

 

A8: One benefit of keeping landing page design in-house is not having to teach #brand standards over and over. Also speed. #cmworld

@mikemyers614

 

@michelelinn @atxcopywriter I used to date an IT guy too. That doesn’t help! LOL #CMWorld

@vegecomgirl

 

Q8: It depends on your budget, I would start in house to see how you do & then hirer an expert to see who can perform the best #cmworld

@Ebyline

 

@michelelinn @CMIContent @tim_ash @Hoovers for ex, having to use white text b/c smartphone version will have text over a photo #cmworld

@SFerika

 

@mikemyers614 Great points. #CMWorld

@CMIContent

 

#CMWorld #CRO Mobile experiences are for time-sensitive and often geo-specific tasks. Don’s assume that your visitor cares

@tim_ash

 

@michelelinn @atxcopywriter Seriously, I worked with developers to monitor actions on site & deliver content based on it #CMWorld

@vegecomgirl

 

@vegecomgirl @michelelinn No need to apologize! #cmworld

@atxcopywriter

 

If you want a refresher on #LPO vs #CRO vs #VBO, this post will help: http://ow.ly/vzdZC #cmworld

@michelelinn

 

@SueBrady @michelelinn @CMIContent @tim_ash @Hoovers more often than not it’s the bad mobile experience that wins out 🙁 #cmworld

@SFerika

 

@tim_ash But isn’t general usability an issue with non-mobile sites – scrolling, etc. – I know I find it irritating! #cmworld

@lindadessau

 

@mikemyers614 #CMWorld “Brand standards” are often handcuffs. Thing of your Landing pages as a lab to see what people like #cro

@tim_ash

 

A7. YES and YES and Did I say “YES” lol #CMWorld

@vegecomgirl

 

@lindadessau #CMWorld – Yes – that’s why I say DEDICATED mobile templates for important pages.

@tim_ash

 

@CMIContent @tim_ash If your dev team is outsourced, you need to be working with them and be involved in the testing, esp. UAT #cmworld

@vegecomgirl

 

UAT = User Acceptance Testing for those that don’t know #CMWorld

@vegecomgirl

 

@tim_ash Got it, thank you! #cmworld

@lindadessau

 

Q9: How can landing pages can teach you more about your customers? #CMWorld @tim_ash

 

@vegecomgirl @CMIContent #CMWorld Try to keep testing dev in-house But ideas and test plans can be outsourced. #cro

@tim_ash

 

@tim_ash Guess they can be, but can also help user know they’re in the right place…consistency = familiarity. #cmworld

@mikemyers614

 

@vegecomgirl Interesting, would love to hear more on this! #CMWorld

@CMIContent

 

@CMIContent A8: Landing pages are the most important part of online business. you need serious specialties but should be in-house. #CMWorld

@MUmar_Khan

 

@MUmar_Khan What specialties do you think are most important for landing page design and optimization? #cmworld

@michelelinn

 

@CMIContent @tim_ash A9: Their responses give you more data on what works and doesn’t, what they care about #cmworld

@atxcopywriter

 

@FredSandsmark #CMWorld – They are on a phone with lots of distractions around them.

@tim_ash

 

A9 If they think the offer is relevant they respond, if they don’t… LPs can help you gauge when to make an offer #cmworld

@ardath421

 

@tim_ash @CMIContent It depends on resources. I create test plans for in-house team, but we’re small & do rely on 3rd party as well #cmworld

@vegecomgirl

 

@mikemyers614 @tim_ash Do you have any examples of landing pages that have branched off of brand standards but still worked? #CMWorld

@CMIContent

 

A9: Success in testing doesn’t necessarily = customer insight success. We can know what they do. Knowing WHY they do it is gold. #cmworld

@Hoovers

 

@Hoovers #CMWorld – Don’t agree – “why” is subjective – often a result of after-the-fact meaning-making to rationalize results

@tim_ash

 

@CMIContent Oh I’m willing to share, especially since I do a lot of testing now (on an e-comm team of 2 here). #CMWorld

@vegecomgirl

 

A9: Landing pages can teach you what your customers want. You can also create products out of great performing offers. #cmworld

@Ebyline

 

A9 What messaging drove customers to the LP is also a great insight – look at string of activity #cmworld

@ardath421

 

Yep! > MT @Hoovers A9: Success in testing doesn’t necessarily = success. We can know what they do. Knowing WHY they do it is gold. #cmworld

@mikemyers614

 

@vegecomgirl We need to get you on our calendar. Lots you could teach our crew! 🙂 #CMWorld

@CMIContent

 

A9. Data will show the conversion funnel. Where the custs going beyond page and where they fall off. Creates oppty to optimize #cmworld

@vegecomgirl

 

@tim_ash Hmmm…How does this connect with your concept of intent? #cmworld

@Hoovers

 

A9. You can monitor engagement with your brand based on interaction and how they got to your landing page. Look at source/medium #cmworld

@vegecomgirl

 

A9: What characteristics do respondents share? Lots to learn! #cmworld

@mikemyers614

 

Q10: What are some good sources or examples to learn more about creating effective landing pages? #CMWorld @tim_ash

 

@CMIContent Would be honored! #CMWorld

@vegecomgirl

 

@CMIContent #CMWorld read the SiteTuners Blog and Conversion Conference Blog for more #CRO best practices

@tim_ash

 

@flacogiraldo @KariLikeSafari #CMWorld #ConvCon – see you in Chicago at Conversion Conference

@tim_ash

 

Added #CMworld & #SMTlive to “My Twitter Chat Schedule: 25+” http://buff.ly/1knBaHq #TwitterChat http://t.co/AJXvaEvrMY

@iSocial_Fanz

 

@iSocial_Fanz Great to hear – thanks, Brian! #CMWorld

@CMIContent

 

@atxcopywriter @tim_ash @Peter_Sandeen Interesting! Thanks, Kristen! #CMWorld

@CMIContent

 

@iSocial_Fanz How many are you up to now? I don’t know how you manage! #CMWorld

@vegecomgirl

 

Resources? @MarketingSherpa and @Hubspot preach a lot about LPs. A lot of LPs still don’t get how key value props are. HUGE. #cmworld

@SusynEliseDuris

 

@michelelinn @MUmar_Khan #CMWorld Skills for #CRO, neuromarketing, copywriting, UX, visual design, statistics/testing

@tim_ash

 

Connect with me on FB https://www.facebook.com/tim.ash1 #CMWorld

@tim_ash

 

Did we miss your question in today’s chat? Email cathy[at]http://contentinstitute.com and we’ll be in touch. #CMWorld

@CMIContent

 

@michelelinn The ability of testing, analyzing and implementing are the essential things while designing landing pages. #CMWorld

@MUmar_Khan

 

@CMIContent @tim_ash Great stuff today guys! Thanks again, see everyone next week! #cmworld

@Ebyline

 

Thank you @tim_ash for discussing #contentmarketing & landing pages! It was extremely helpful! #CMWorld

@CMIContent

 

@SusynEliseDuris @MarketingSherpa @HubSpot I’d also add @Econsultancy & @eMarketer esp for #ecommerce friends #CMWorld

@vegecomgirl

 

.@CMIContent @tim_ash Thanks for another great chat – thanks everyone for your wisdom! #cmworld

@lindadessau

 

#CMWorld Thanks everyone – please message me or connect on FB to continue our conversation.

@tim_ash

 

@CMIContent @tim_ash Thank you for the insights! #cmworld

@mikemyers614

 

Next wk on our #CMWorld #twitterchat, @jay_zo joins us to talk content that converts! http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

Looking for more information on @tim_ash and @sitetuners visit http://sitetuners.com #CMWorld

@CMIContent

 

@mikemyers614 @CMIContent #CMWorld Thanks for listening in and participating!

@tim_ash

 

@MUmar_Khan @michelelinn So true! #CMWorld

@vegecomgirl

 

@lindadessau @CMIContent #CMWorld My pleasure

@tim_ash

 

Are you a senior marketer for an enterprise brand? We want you! Join us at our #CMWorld Exec Forum. Find out more: http://forum.contentmarketingworld.com

@CMIContent

 

@CMIContent @tim_ash thanks for the great chat today #CMWorld

@vegecomgirl

 

@vegecomgirl @CMIContent #CMWorld You bet!

@tim_ash

 

 

 

 

@CMIContent @tim_ash @Hoovers Resp/Ded? It depends b/c some orgs don’t have resources to ded-in those cases, response works 4 them. #cmworld

@SusynEliseDuris

 

Great source! “@CMIContent: Looking for more information on @tim_ash and @sitetuners visit http://sitetuners.com #CMWorld”

@iSocial_Fanz

 

@tim_ash Lively convo. I can chat LPs all day into the night!! #CMWorld

@SusynEliseDuris

 

@vegecomgirl @MarketingSherpa @HubSpot @Econsultancy @eMarketer – All great! and add Marketing Charts, too. #CMWorld

@SusynEliseDuris

 

Chats over now, but I recommend checking out #CMWorld … Learned a lot about landing pages by following along.

@LindellKelly

 

Woo! “@CMIContent Next wk on our #CMWorld #twitterchat, @jay_zo joins us to talk content that converts!

@Jay_zo



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