Affili@2010

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Affili@2010

  1. 1. The Golden Path: Building Great Landing Pages and Registration Paths<br />Adrian SaundersFounder - Chief Revenue Officer<br />Cogent Online Pty Ltd <br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  2. 2. Who is Cogent Online<br />Cogent management each have over 10 years of expertise in execution of Internet based marketing programs. We live, eat and breathe Online Marketing. At Cogent we have created member programs that have engaged over 5 million users. Our company thrives on effectively engaging and retaining customer interest and participation.<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  3. 3. The Golden Path: Building Great Landing Pages and Registration Paths<br /><ul><li>Making your landing pages rock
  4. 4. Using best-of-breed message technology work for you
  5. 5. Metrics that tell the real truth</li></ul>Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  6. 6. Golden Rule: Take the view of the page visitor…<br /><ul><li>Where am I?
  7. 7. What can I do here?
  8. 8. Why should I do it?
  9. 9. What is going to happen after I leave here?</li></ul>Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  10. 10. The Golden Path: Few Basic Rules<br /><ul><li>Display your logoUsers expect to see a credible logo on the top left of the page
  11. 11. Have a Headline</li></ul>Describe why the user should do business with you in a simple statement that describes the value they will be receiving<br /><ul><li>Make a compelling offerMake it clear, concise simple and easy to digest. Confused people say no.
  12. 12. Have well formatted, clear concise and compelling copy
  13. 13. Use great images</li></ul>Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  14. 14. The Golden Path: <br /><ul><li>Collect only the data you need or will make use of
  15. 15. State visitors concerns back to them and over come their objections
  16. 16. Use databases and validation scripts to clean the data on the way in – turn bad traffic into good
  17. 17. Use your “Thank You” page as a revenue opportunity
  18. 18. When in doubt, double opt in
  19. 19. Use well targeted Trigger Messages</li></ul>Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  20. 20. Acknowledging the users time and subtly assuring them of frequency and relevance<br />Stating what will happen after signup<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  21. 21. Collect only the data you need<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  22. 22. Collect more profiling later…<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  23. 23. Collect more profiling later…<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  24. 24. Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  25. 25. Thank you page monster unit 48% CTR<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  26. 26. Break it down for me Adrian…<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  27. 27. Grab Their Attention!<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  28. 28. Build Interest!<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  29. 29. Generate Desire!<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  30. 30. Remove Privacy Concerns<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  31. 31. Have a Clear and Concise Call to Action!<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  32. 32. Use Best of Breed Marketing Solutions<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  33. 33. Our Marketing Solution Partners…<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  34. 34. <ul><li>Email marketing: Create, send and track sophisticated email marketing campaigns.
  35. 35. Email Deliverability tools: Make sure your email messages actually reach the inbox.
  36. 36. Salesforce integration: Conduct more targeted campaigns based on where prospects are in the buying cycle.
  37. 37. Google Analytics: View campaign metrics and reports on the dashboard anytime, from anywhere.</li></ul>Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  38. 38. <ul><li>Content creation: Easily create email messages and effective landing pages.
  39. 39. Web analytics: See which campaigns drive the most traffic and deliver the most conversions.
  40. 40. Search marketing: Stretch your PPC budget with smart keyword management.
  41. 41. Mobile marketing: Reach your on-the-go subscribers with text messages.
  42. 42. Performance dashboard: Spend less time cobbling together ROI reporting and analysis.</li></ul>Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  43. 43. Use Triggers:Case Study – MyViewMarket Research<br />Standard Batch Campaign – 13.1% CTRTrigger Campaign upon signup 31.9% CTR<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  44. 44. Use Analytics with Triggers:Case Study – Celtic Football Club <br />If you click anywhere on this page…<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  45. 45. Use Triggers:Case Study <br />You will get this message<br />60-70% Open Rates<br />30 – 40% CTR<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  46. 46. Use Conditional Content<br />What’s New Jocelyn<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  47. 47. Use Conditional Content<br />What’s New Jane<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  48. 48. Use Conditional Content<br />What’s New Jacquelyn<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  49. 49. Ways to Monetize your Registration Path and Email Database<br /><ul><li>Co registration campaigns (show hide)
  50. 50. CPC
  51. 51. CPM
  52. 52. CPA
  53. 53. Thank You page ads
  54. 54. Mail Data
  55. 55. Phone Data</li></ul>Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  56. 56. Co-Reg Question displays only to 35+ Metro residents<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  57. 57. Co-Reg Question displays only to 35+ Metro residents<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  58. 58.
  59. 59. The Golden Rule: Testing Testing Testing<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  60. 60. Use eCPM rather than eCPC for a more accurate assessment of yield…(Revenue Earned) /(Number of Emails Sent/1000)= eCPM<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  61. 61. “The internet is a great way to get on the net.”<br /> Bob Dole<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />
  62. 62. Thank You!<br />Adrian Saunders<br />Cogent Online Pty Ltdadrian@cogentads.com<br />Cogent Online Pty Ltd | ABN: Level 5 616 – 620 Harris St | Ultimo |NSW 2007 | AustraliaPh +612 8071 5988 | Fax +612 8071 5901www.cogentads.com<br />

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