MKT 390 EXAM 2 STUDY GUIDE
Types of Landing Pages - Answers - Lead Capture Page:
-AKA, a squeeze page, for contact purposes
Sales Page:
-Designed to persuade a visitor to make a purchase
Creating a Lead Capture Page - Answers - Generally, the more info asked for, the lower
the conversion rate
-Only ask for info that is used in your marketing
This page is extremely focused and consists of:
-Gated offer
-Headline
-Bullets
-Product image
-Proof
-Lead Form
Lead Capture Page Attributes - Answers - Gated offer: small value that solves a specific
problem in exchange for contact info
Headline: apply law of blog headlines to compel the visitor to read the below bullets
Bullets: outline the benefits of the gated offer
Product image: show visual representation if possible
Proof: include trust icons, i.e. associations, reputable brand associations or testimonials
Lead Form: the collection mechanism
Creating a Sales Page - Answers - Most digital marketing campaigns require one of two
types of sales pages:
1.Product detail page
-Unique to e-commerce businesses, a staple for the digital marketing of physical
products
-The product page is the make-or-break point that determines how successful your e-
commerce store is
-It must get prospects to ascend to conversion
2.Sales letter
-Long-form text and/or video aimed at persuading a customer to purchase
, Product Detail Page - Answers - The product detail page should include everything a
prospect needs to make a purchase decision:
-Product name
-Price
-Quantity Option
-Call to Action
-Wish list
-Reviews
-Shipping info
-Description
-Upsell/cross-sells
-Social media button
-Images/video
Grading A Landing Page - Answers - Clarity
-You only have a matter of seconds
Congruence
-Keep everything as close as possible to the same across the board
Visualization
-Avoid stock imagery
Number of fields
-Don't ask for what you don't need
-Complex = more fields
-Low commitment = few fields•
Visible and compelling CTA button
-Submit isn't good enough
-Provide a specific command
-Don't let it blend in
3 Key Players - Answers - 1.Searchers
-People who type search queries into search engines
2.Search engines
-Programs that searchers use to find products, services, content, etc.
3.Marketers
-Website and channel owners that publish content and make offers
SLIDE 10 - Answers - SLIDE 10
Types of Landing Pages - Answers - Lead Capture Page:
-AKA, a squeeze page, for contact purposes
Sales Page:
-Designed to persuade a visitor to make a purchase
Creating a Lead Capture Page - Answers - Generally, the more info asked for, the lower
the conversion rate
-Only ask for info that is used in your marketing
This page is extremely focused and consists of:
-Gated offer
-Headline
-Bullets
-Product image
-Proof
-Lead Form
Lead Capture Page Attributes - Answers - Gated offer: small value that solves a specific
problem in exchange for contact info
Headline: apply law of blog headlines to compel the visitor to read the below bullets
Bullets: outline the benefits of the gated offer
Product image: show visual representation if possible
Proof: include trust icons, i.e. associations, reputable brand associations or testimonials
Lead Form: the collection mechanism
Creating a Sales Page - Answers - Most digital marketing campaigns require one of two
types of sales pages:
1.Product detail page
-Unique to e-commerce businesses, a staple for the digital marketing of physical
products
-The product page is the make-or-break point that determines how successful your e-
commerce store is
-It must get prospects to ascend to conversion
2.Sales letter
-Long-form text and/or video aimed at persuading a customer to purchase
, Product Detail Page - Answers - The product detail page should include everything a
prospect needs to make a purchase decision:
-Product name
-Price
-Quantity Option
-Call to Action
-Wish list
-Reviews
-Shipping info
-Description
-Upsell/cross-sells
-Social media button
-Images/video
Grading A Landing Page - Answers - Clarity
-You only have a matter of seconds
Congruence
-Keep everything as close as possible to the same across the board
Visualization
-Avoid stock imagery
Number of fields
-Don't ask for what you don't need
-Complex = more fields
-Low commitment = few fields•
Visible and compelling CTA button
-Submit isn't good enough
-Provide a specific command
-Don't let it blend in
3 Key Players - Answers - 1.Searchers
-People who type search queries into search engines
2.Search engines
-Programs that searchers use to find products, services, content, etc.
3.Marketers
-Website and channel owners that publish content and make offers
SLIDE 10 - Answers - SLIDE 10
