Advanced Landing Page Tactics Presented by: Joanna Lord Co-Founder & CMO TheOnlineBeat.com @joannalord | TheOnlineBeat.com SearchFest | March 10, 2009

Face-Smacking Stats… 44 % of B2B companies are still driving traffic to the homepage rather then unique landing pages. 62 % still have 6 or fewer landing pages built out 52 % actually have landing page testing set-up @joannalord | TheOnlineBeat.com SearchFest | March 10, 2009 * Stats taken from MarketingSherpa Dec 2008/Marketo.com summary

44 % of B2B companies are still driving traffic to the homepage rather then unique landing pages.

62 % still have 6 or fewer landing pages built out

52 % actually have landing page testing set-up

What we will NOT be talking about ( but is still worth mentioning…) @joannalord | TheOnlineBeat.com SearchFest | March 10, 2009 The Basics: Specific To the query, keyword lineage, easy navigation, right fit Clean & Concise Bullets, small paragraphs, drop unneeded fields Call to Action Big, clear, visually appealing, buzz word usage Branded, Certified, Trusted Positive words, official site, certified seal, personable

What we will be talking about… @joannalord | TheOnlineBeat.com SearchFest | March 10, 2009 How to make every user worth more to you.

The 2 Sides of Advanced @joannalord | TheOnlineBeat.com SearchFest | March 10, 2009 On-Site Tactics Multivariate testing Multi-page pathways Secondary conversions Branding Create an experience In-House Tactics Streamline Automate Connect multiple goals

In-House Tactics @joannalord | TheOnlineBeat.com SearchFest | March 10, 2009 Streamline every process possible Build Out Landing Page Templates Content Management System Auto-Expire Pages Preview/ Q&A System Data Collection Auto-Remove Bad Performers

On-Site Tactics… a little more ( okay lot more ) complicated @joannalord | TheOnlineBeat.com SearchFest | March 10, 2009 Secondary Conversion Advertisement Addressing Customer Concerns Dual Audience Safety Primary Conversion Multi-Media Attention Grabber Dual Nav Options

1. Anticipate User Flows @joannalord | TheOnlineBeat.com SearchFest | March 10, 2009 Dual Option Button (pre-page them) Multiple Page Pathway Present Same Info 2 Ways Visually/Text Standard/Rich Media On Site/Downloadable

Dual Option Button (pre-page them)

Multiple Page Pathway

Present Same Info 2 Ways

Visually/Text

Standard/Rich Media

On Site/Downloadable

2. Go Beyond Conversion Branding/Post-Conversion Focus Viral/Social Media Add-Ons (Tweet This/Become a Fan/Share This) - Interaction/TOS @joannalord | TheOnlineBeat.com SearchFest | March 10, 2009

Branding/Post-Conversion Focus

Viral/Social Media Add-Ons

(Tweet This/Become a Fan/Share This)

- Interaction/TOS

3. Push Your Testing Multivariate (simultaneous testing of variables) Macro-summary of data Multiple toolsets & integration @joannalord | TheOnlineBeat.com SearchFest | March 10, 2009

Multivariate (simultaneous testing of variables)

Macro-summary of data

Multiple toolsets & integration

@joannalord | TheOnlineBeat.com SearchFest | March 10, 2009

Summary for those of you Tweeting… 2 Sides of Advanced Landing Page Optimization In-House Streamline/Automate On-Site Anticipate more complex pathways Redefine conversion for you company Push your testing parameters and revisit data collection @joannalord | TheOnlineBeat.com SearchFest | March 10, 2009

2 Sides of Advanced Landing Page Optimization

In-House

Streamline/Automate

On-Site

Anticipate more complex pathways

Redefine conversion for you company

Push your testing parameters and revisit data collection

That about does it… Thank You!! Questions or Comments? Email: joanna@theonlinebeat.com Twitter: @joannalord www.theonlinebeat.com @joannalord | TheOnlineBeat.com SearchFest | March 10, 2009