0
5 tips for
 High Performance Post-Click Marketing




                    PubCon Las Vegas 2009
Anna Talerico, executive v...
Click            Post-Click     Post-Conversion
Drive traffic—SEO, Optimize traffic for    Nurture leads
   PPC, display,   ...
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

‣       Div...
Campaign traffic
‣   PPC, email, display, direct mail

‣   High degree of marketer control

‣   Very specific placement &
...
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
th...
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 a...
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 y...
3x
                    PubCon Las Vegas 2009
Anna Talerico, executive vice president, www.ioninteractive.com
             ...
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
Anna Talerico PubCon October 90
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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 you go!

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Transcript of "Anna Talerico PubCon October 90"

  1. 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. 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. 3. Post-click marketing: Optimized landing experiences boost campaign results.
  4. 4. 1. Differentiate between organic & campaign traffic
  5. 5. Organic Direct Viral Social User controlled
  6. 6. PPC Email Display Social Media Mobile Affiliate Marketer controlled
  7. 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. 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. 9. Organic page
  10. 10. Campaign page
  11. 11. 25% + Campaign page converts higher for campaign traffic
  12. 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. 13. 2. Message match your ads & landing pages
  14. 14. Click the ad! Land! See the ad!
  15. 15. Ad promises free guide This page is all about a free consultation and doesn’t mention a guide
  16. 16. 3. Segment your campaign traffic
  17. 17. All respondents are not the same
  18. 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. 19. 4. Give the horse the carrot
  20. 20. 27
  21. 21. What do you want me to do?
  22. 22. What do you want me to do?
  23. 23. What do you want me to do?
  24. 24. What do you want me to do?
  25. 25. 5. Test, test and test
  26. 26. There’s only only way to know which horse will win.
  27. 27. Testing 37
  28. 28. 300% lift in conversions
  29. 29. 300% lift in conversions
  30. 30. 100% lift in conversions
  31. 31. 41
  32. 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. 33. 3x PubCon Las Vegas 2009 Anna Talerico, executive vice president, www.ioninteractive.com @annatalerico atalerico@ioninteractive.com
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