GeT ReADY TO LAUnCH Once you’ve crafted your landing page copy, decided • Form fields: Try changing titles (like using on your offers, and added your form, it’s time to release department versus job title) or experimenting your landing page into the wild. However, the work with the formatting of your dropdown menus doesn’t stop there. It’s important to continually monitor and checkboxes your published landing page and optimize each element • Copy: Change up how your text is organized for greater success. (for example, using short paragraphs or bullet points) Test elements to improve conversions. The best way to measure landing page performance is to study data Fine-tune your thank you content. Remember, the compiled through A/B and multivariate testing. Using goal of a landing page is to continue to engage your a tool like marketing automation, you can test calls-to- leads and keep them on your site, even after they’ve action, offers, headlines, colors, and your teaser copy. already converted. Create a rich and engaging Keep in mind that users are voting with their mouse, experience after they submit the form. This thank giving you the insight needed to decide which landing you page can include additional content like videos, page will convert the best. case studies, and links to deeper resources on your site. Buyers will appreciate the fact that you still care At a loss for what to test? Try a few of the following: enough to provide them with additional information even after they’ve already converted — especially if • Headline: Keep it short and compelling; the you do so in a highly targeted way. headline should describe an immediate benefit to the reader. Take a look at the following pages for worksheets • Offer: experiment with white papers, demos, and checklists that can help you get the most out free consultations, and other content to see what of your lead generation efforts — then move onto prospects view as most valuable chapter two to learn more about qualifying the leads • Imagery: Try a picture of your white paper cover, that come in through your lead generation programs. a related illustration, or an image of your product • Form length: If you started with a lengthy form, try removing a few required fields and see if conversions improve. (Hint: They probably will.) 8 / Pardot