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Anna Talerico PubCon October 90

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5 quick tips for better online conversions. Last Thursday I presented at PubCon 2009 in Vegas with Chris Goward, Scott Brinker and Taylor Pratt. For those of you who asked for a copy of my slides—here …

5 quick tips for better online conversions. Last Thursday I presented at PubCon 2009 in Vegas with Chris Goward, Scott Brinker and Taylor Pratt. For those of you who asked for a copy of my slides—here you go!

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  • 1. 5 tips for High Performance Post-Click Marketing PubCon Las Vegas 2009 Anna Talerico, executive vice president, www.ioninteractive.com @annatalerico atalerico@ioninteractive.com
  • 2. Click Post-Click Post-Conversion Drive traffic—SEO, Optimize traffic for Nurture leads PPC, display, higher conversion, through sale and email, social, lower cost per re-market for mobile, affiliates. acquisition. repeat sales.
  • 3. Post-click marketing: Optimized landing experiences boost campaign results.
  • 4. 1. Differentiate between organic & campaign traffic
  • 5. Organic Direct Viral Social User controlled
  • 6. PPC Email Display Social Media Mobile Affiliate Marketer controlled
  • 7. Organic traffic ‣ Natural search, direct, social, viral ‣ Low degree of marketer control ‣ Diverse audience funneling in ‣ Customers ‣ Prospective customers ‣ Press ‣ Investment community ‣ Pages needs to appeal to lowest common denominator traffic
  • 8. Campaign traffic ‣ PPC, email, display, direct mail ‣ High degree of marketer control ‣ Very specific placement & message ‣ You know with certainty what they clicked on ‣ You are in control of where they land ‣ You paid for them to click!
  • 9. Organic page
  • 10. Campaign page
  • 11. 25% + Campaign page converts higher for campaign traffic
  • 12. Organic traffic=optimize landing page for Lowest Common Denominator (LCD) Campaign traffic=optimize landing page for the Ad & the Message & the Context (AMC)
  • 13. 2. Message match your ads & landing pages
  • 14. Click the ad! Land! See the ad!
  • 15. Ad promises free guide This page is all about a free consultation and doesn’t mention a guide
  • 16. 3. Segment your campaign traffic
  • 17. All respondents are not the same
  • 18. Pre-conversion segmentation ‣ Allows respondents to self- identify ‣ Allows you to know who’s clicking your ads and what they are interested in ‣ Signals to the respondent that they’re in the right place and you have something of interest to them ‣ Faster path from click through conversion (takes the burden off the user to ‘discover & convert’) ‣ Relevancy increases odds of conversion
  • 19. 4. Give the horse the carrot
  • 20. 27
  • 21. What do you want me to do?
  • 22. What do you want me to do?
  • 23. What do you want me to do?
  • 24. What do you want me to do?
  • 25. 5. Test, test and test
  • 26. There’s only only way to know which horse will win.
  • 27. Testing 37
  • 28. 300% lift in conversions
  • 29. 300% lift in conversions
  • 30. 100% lift in conversions
  • 31. 41
  • 32. 5 tips for High Performance Post-Click Marketing 1. Differentiate between organic & campaign traffic 2. Message match your ads & landing pages 3. Segment your campaign traffic 4. Give the horse the carrot 5. Test, test and keep on testing
  • 33. 3x PubCon Las Vegas 2009 Anna Talerico, executive vice president, www.ioninteractive.com @annatalerico atalerico@ioninteractive.com