Anna Talerico PubCon October 90
 

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 ...

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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    Anna Talerico PubCon October 90 Anna Talerico PubCon October 90 Presentation Transcript

    • 5 tips for High Performance Post-Click Marketing PubCon Las Vegas 2009 Anna Talerico, executive vice president, www.ioninteractive.com @annatalerico atalerico@ioninteractive.com
    • 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.
    • Post-click marketing: Optimized landing experiences boost campaign results.
    • 1. Differentiate between organic & campaign traffic
    • Organic Direct Viral Social User controlled
    • PPC Email Display Social Media Mobile Affiliate Marketer controlled
    • 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
    • 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!
    • Organic page
    • Campaign page
    • 25% + Campaign page converts higher for campaign traffic
    • Organic traffic=optimize landing page for Lowest Common Denominator (LCD) Campaign traffic=optimize landing page for the Ad & the Message & the Context (AMC)
    • 2. Message match your ads & landing pages
    • Click the ad! Land! See the ad!
    • Ad promises free guide This page is all about a free consultation and doesn’t mention a guide
    • 3. Segment your campaign traffic
    • All respondents are not the same
    • 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
    • 4. Give the horse the carrot
    • 27
    • What do you want me to do?
    • What do you want me to do?
    • What do you want me to do?
    • What do you want me to do?
    • 5. Test, test and test
    • There’s only only way to know which horse will win.
    • Testing 37
    • 300% lift in conversions
    • 300% lift in conversions
    • 100% lift in conversions
    • 41
    • 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
    • 3x PubCon Las Vegas 2009 Anna Talerico, executive vice president, www.ioninteractive.com @annatalerico atalerico@ioninteractive.com