“Be nice, it may be their first day,” I remember my grandmother saying to me a long time ago. She was generously referring to a clerk that was taking a very long time ringing up another customer. I was less than generously fidgeting and complaining about the amount of time it was taking this person to complete the transaction.
She was right, of course. We never know what level of experience we’re dealing with when we’re interacting with another. (Frankly, we would all do better to remind ourselves that every day, everywhere, there are countless people doing things for the first time who deserve a break.)
With that in mind, questions like, “What is a landing page?” or “What’s A/B testing?” ought not to make a seasoned marketer roll their eyes or exchange smug glances. There are lots of budding marketers who aren’t fully versed in the lingo of landing page marketing.
Speaking marketing requires that the speaker understands the concepts that are unique to marketing. That’s why Instapage has begun the process of compiling a dictionary of the most used, and sometimes misused, terms in the business.
To get the project rolling, we asked some of the most influential players in the digital and tech marketing industry to define some of the industry’s key terms. The twist is, we filmed them as they delivered their real-world versions of the definitions.
The first of these videos are now viewable. In this wave we answer:
Harley Butler, Head of Growth and Digital Marketing at Prezi, clearly and good-naturedly defines landing pages. You will also gain an understanding of why customizable landing pages are an essential part of any of your current and ongoing marketing plans. Armed with this information you can begin customizing your campaigns, elevating your conversion rates and improving your ROI.
Like so much else in the marketer’s world, there are layers of complexity that shroud the pure meaning of lead generation. That’s where Segment's Director of Content Marketing, Brent Summers comes in. In this video, Brent delivers the facts in a quick and clear way about what lead generation is all about.
Michael Sharkey, CEO of Autopilot, gets down to brass tacks about what A/B testing is and why it’s vital to your digital marketing campaigns. And he would know. As chief exec at one the largest digital automation startups, Mike’s business lives and thrives on the data he gathers by A/B testing.
CRO isn’t another jargony marketing term. CRO is the process of improving your landing page to such a degree that a person can’t help but take action. Guillaume Cabana, VP of Growth at Segment, defines CRO and explains how certain marketing “bottlenecks” are actually opportunities.
Timelapse founder Olivier Roth explains the practicalities of the splash page, why you would need it, when you need it, and when you don’t. Learn how to utilize splash pages to generate leads, and how they smooth the way to conversion.
Instapage CEO, Tyson Quick defines the Squeeze Page. His definition provides some useful do’s and don’ts when it comes to the proper application of this highly effective lead gathering tool. Watch and learn how powerful a well-crafted squeeze page can be.
Becca Lindquist, Head of New Business and Leonid Eskin, Head of Demand Generation, both at Heap Analytics, explain how an effective sales page excites your customer, what types of sales pages you need to promote your product best, and what you need to be A/B testing on your sales pages.
The anatomy of a lead capture page can be a complicated thing. To be effective, it needs everything from a great headline to a strong CTA, and everything in between. Prezi’s Email Marketing Manager, Bonnie Coombs, explains what a lead capture page is all about.
Landing page optimization is a topic marketers can’t stop talking about. That’s because, like anything else in marketing, there are many wrong ways to do this and only a few right. Sean Zinsmeister, Senior Director of Product Marketing at Infer, spells out definitively what landing page optimization is and what it can achieve for your business.
In the coming months, we’ll be presenting more of these definition videos, featuring more of digital marketing’s established, and up-and-coming experts.
If you’re a digital marketer and work at an agency in the Bay Area, we’d be delighted if you might consider joining us for the next shoot.
Please send me an email if you’d like to be considered for our next series of marketing dictionary videos. It would be a great chance to network with your peers in the business, promote your brand, and maybe even explain something complex to a marketing newcomer.