LPO: Landing Page Optimization

People like funnels because they provide us with some sense of progress in our marketing efforts, but the marketing funnel is under attack, especially in the B2B lead generation space.

Carman Pirie (@pirie) is the co-founder of Kula Partners, an agency built to help leading manufacturers digitally transform marketing and sales to deliver more leads, close more prospects, and grow their competitive edge.

The solutions that purport to step into the funnel's place come with their own baggage. The more interactions with someone, the more likely they are to be a prospect, right? However, this approach treats the funnel more like a swarm of flies. People seem to swarm around our content until, finally, and unpredictably, they qualify for a call.

Carman believes there's something better than a funnel or a swarm, and his agency delivers that something better.

Mobile best practices don’t really exist. Every audience is different, and Intended Consequences host Brian Massey has the tests to prove it. What works for one business doesn’t always work for others.

In this episode, you’ll hear design ideas for your website’s mobile call-to-action buttons, so you can test them and discover what works.

How can mobile call-to-action buttons increase conversions? Can you place more than one CTA per mobile page? What are the top placements for these buttons? Brian answers these questions and more on this week’s episode.

We're told terrifying things: that people have the attention span of a goldfish, that Millennials don't read, that we only have 8 seconds to make our point. No wonder we're confused about how to communicate through copy.

However, the words we use to establish our value and persuade visitors to take action can be tested. Data to the rescue!

Olivia Ross (@ortdesign) is the Director of Conversion Rate Optimization at Directive Consulting. She is a designer turned conversion optimizer who believes that copy is at the core of any great customer journey.

How does Olivia increase conversion rates and ensure landing pages are optimized to succeed? Listen in.

There is a ceiling on your conversion rate. It's not your price. It's not your copy. It's not your form.

It's eating your website from the inside out. It's causing your SEO to atrophy. It's causing your paid search placement to drop. It's causing your visitors to bounce, and it's only getting worse as mobile traffic grows.

What is the ceiling on your conversion rate? It may be....your page load time.

On this episode, Lukas Haensch, founder of Pathmonk and former Google performance analyst, is bringing load time down to a level that we can all understand.

Listen in as Lukas discusses how to diagnose your site and some tactics to ask your tech team to implement to break through the ceiling.

Time is precious for overburdened marketers. On this show, we seek to understand which tools are truly valuable, and which are just giving us “interesting” insights.
We install something like Hotjar on every one of our client sites when optimizing.
Tools like Hotjar are a part of what I call ‘the golden age of marketing’. These tools are continually evolving, getting easier to use and less expensive.
These are the tools that buy you more time to be creative, ground breaking and successful.
We start off the podcast talking about all of the things Hotjar brings to the table under a single subscription. Then we talk about the outcome of leveraging tools like this – how do they actually empower marketers serve their online prospects better?
Listen to the Podcast. It’s well worth it.

In this episode of LPO, we’re digging into agency management - how to leverage the relationship and how to think about the relationship.
You’ll hear from Garrett Mehrguth (@gmehrguth), CEO of Directive Consulting, on why regardless of the research done, the pitch meeting is a tough time for the agency.
That initial agency pitch meeting brings out bias. It becomes about pleasing the client - not the client’s customers. This is how failed campaigns get launched. This is how agencies get canned.
Garrett tells us how to solve these problems in this week’s episode.

Key Takeaways:

Exit Intent: Gain insights from Evan on exit intent in this week’s show.
What Happens When a Site Bug Goes Unchecked: You’ll hear stories on the impact a site bug can have on your website - and we’re talking a $1.2 million impact.
Tips on Conversation with Executives: Gain knowledge and tips from Evan on how to have conversations with your marketing executives, such as sharing clear examples and reports that show how certain initiatives speak for themselves.

On this episode of LPO, host Brian Massey (@bmassey) is pulling in Joel Harvey (@JoelJHarvey) - Chief Operating Officer at Conversion Sciences - and they’re talking website redesigns.

In this episode, the duo is going to tell you something that may surprise you. Website redesigns don’t have to be all or nothing. You don't have to push all your budget in and wait 3, or 6 or even 12 months later.

Brian and Joel are letting you in on a little secret: slow and steady wins the [website redesign] race. If you can incrementally test your way through it over, say half a year, you’ll know it’s working and there won’t be any doubts.

If you're contemplating a website redesign, this is a must-listen.

Key Takeaways:
Exit Intent: Gain insights from Evan on exit intent in this week’s show.What Happens When a Site Bug Goes Unchecked: You’ll hear stories on the impact a site bug can have on your website - and we’re talking a $1.2 million impact.Tips on Conversation with Executives: Gain knowledge and tips from Evan on how to have conversations with your marketing executives, such as sharing clear examples and reports that show how certain initiatives speak for themselves.

Tim Ash speaks to the founder of Testing.Agency about the common mistakes that split testers make, the limitations of tactical testing and the need for periodic site redesigns, and Ton's past life as a techno-music DJ in Holland. Don't miss this final episode of the LPO podcast!