Are you R.E.A.D.Y to Lift Your Conversions? Marketo Summit 2013
 

Are you R.E.A.D.Y to Lift Your Conversions? Marketo Summit 2013

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ion interactive and Marketo present an in-depth session on the Do’s and Don’ts of landing page creation, deployment, and optimization. Topics ranges from tailoring landing pages to different ...

ion interactive and Marketo present an in-depth session on the Do’s and Don’ts of landing page creation, deployment, and optimization. Topics ranges from tailoring landing pages to different traffic sources, where to send people after the landing page, and conducting your first A/B tests.

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Are you R.E.A.D.Y to Lift Your Conversions? Marketo Summit 2013 Are you R.E.A.D.Y to Lift Your Conversions? Marketo Summit 2013 Presentation Transcript

  • Are You READY to Lift your conversions?! Mary D’Alatri, ion interactive Rick Siegfried, MarketoPage 1 #mus13 © 2013 Marketo, Inc.
  • Meet Your Speakers Mary D’Alatri Rick Siegfried Director of Account Marketing Programs Services, ion interactive Specialist, MarketoPage 2 #mus13 © 2013 Marketo, Inc.
  • Are Your Landing Pages READY for Conversions?Page 3 #mus13 © 2013 Marketo, Inc.
  • R.E.A.D.Y- ion’s 25-Point Framework • Creates a comprehensive approach to developing landing experiences, incorporating a wide-range of best practices and strategically sound tactics • Ensures that all conversion-influencing opportunities are utilized for high-impact results • Serves as the framework to guide your test/experience planning and executionPage 4 #mus13 © 2013 Marketo, Inc.
  • Page 5 #mus13 © 2013 Marketo, Inc.
  • RelevancyPage 6 #mus13 © 2013 Marketo, Inc.
  • Are Visitor’s Expectations Being Met? 1. Fulfills Promises 2. Targeted & Specific 3. Design Match 4. Visually Appealing 5. Speaks the Audience’s LanguagePage 7 #mus13 © 2013 Marketo, Inc.
  • Fulfills Promise 1 2 • Message matched • Delivers on promise • Keyword targeted 3Page 8 #mus13 © 2013 Marketo, Inc.
  • Targeted and Specific • Excellent geo targeting • Keyword targeted content • Keyword targeted imageryPage 9 #mus13 © 2013 Marketo, Inc.
  • Design Match • Similar look & feel from ad to microsite • Brand consistency • Continuous “scent”Page 10 #mus13 © 2013 Marketo, Inc.
  • Visually Appealing • First impressions count • Easy on the eye • Simple, intuitivePage 11 #mus13 © 2013 Marketo, Inc.
  • Speaks the Audience’s Language • Audience identity • Language/termino logy is specific to job • “This is for me”Page 12 #mus13 © 2013 Marketo, Inc.
  • Touched by a HumanPage 13 #mus13 © 2013 Marketo, Inc.
  • Touched by a RobotPage 14 #mus13 © 2013 Marketo, Inc.
  • Human vs. Robot Who Will Prevail?Page 15 #mus13 © 2013 Marketo, Inc.
  • 15% Higher Click-Thru Rate Leading to 20 more registrantsPage 16 #mus13 © 2013 Marketo, Inc.
  • Engagement Relevancy isn’t enough. Compel visitors towards the next step.Page 17 #mus13 © 2013 Marketo, Inc.
  • Are Communicating Your Value Proposition? 1. Compelling value proposition 2. Real & tangible benefits 3. Emotional appeal 4. Persuasive content 5. Intuitive designPage 18 #mus13 © 2013 Marketo, Inc.
  • Compelling Value Proposition • Answers “why StreamSend?” • Differentiates from competitors • Benefit-driven headlinePage 19 #mus13 © 2013 Marketo, Inc.
  • Real, Tangible Benefits • Benefits geared toward small business & accounting newbies • Clickable benefits give additional info • Customer explain benefitsPage 20 #mus13 © 2013 Marketo, Inc.
  • Emotional Appeal • Feeds the right brain • Imagery & colors set the “mood” • Language expresses meaning & inspiration - “Family First”Page 21 #mus13 © 2013 Marketo, Inc.
  • Intuitive Design • Form is front & center • Woman’s gaze is an implicit directional cue • Progressive form conversion • With progressive indicators • LOVE!Page 22 #mus13 © 2013 Marketo, Inc.
  • Persuasive Content • Feature content, supported by beautiful imagery • Conversational headlines and sub headlines • Honest/genuinePage 23 #mus13 © 2013 Marketo, Inc.
  • Page 24 #mus13 © 2013 Marketo, Inc.
  • I WANT YOU!Page 25 #mus13 © 2013 Marketo, Inc.
  • Asking About the Population? Or Talking to You?Page 26 #mus13 © 2013 Marketo, Inc.
  • 9% Higher Click-Thru RatePage 27 #mus13 © 2013 Marketo, Inc.
  • ve Aut horitatiPage 28 #mus13 © 2013 Marketo, Inc.
  • Are you Assuring Visitors You’re Trustworthy 1. Trust assurances 2.Credibility 3.Context of use 4.Social proof 5.Brand consistentPage 29 #mus13 © 2013 Marketo, Inc.
  • Trust Assurances • Truste • Norton • “Our promise to you” • Social proof (over 3M customers) • Since 1998 • Telephone numberPage 30 #mus13 © 2013 Marketo, Inc.
  • Credibility • Communicates brand personality • Testimonial • Price disclosure • Product imagery with comparison tool, video and webinar resourcesPage 31 #mus13 © 2013 Marketo, Inc.
  • Context of Use • Implies ease of use • Describes who uses the product • Customer imagery • Outlines compatible devices • Outlines compatible cardsPage 32 #mus13 © 2013 Marketo, Inc.
  • Social Proof • Expert social proof • Celebrity social proof • User social proof • Wisdom of the crowds • Wisdom of your friendsPage 33 #mus13 © 2013 Marketo, Inc.
  • Brand Consistent • Known brands influence buying decisions • Consistent brand logos, colors, fonts, design & personality • Brand & trust are always entwinedPage 34 #mus13 © 2013 Marketo, Inc.
  • A Little Lick of Content And Some Sick Social ProofPage 35 #mus13 © 2013 Marketo, Inc.
  • The Content is What We’re Stressing But There’s No Social BlessingPage 36 #mus13 © 2013 Marketo, Inc.
  • I Wish I May, I Wish I Might Which Page Will Win TonightPage 37 #mus13 © 2013 Marketo, Inc.
  • 10% More Conversions Will Suffice When Someone Says It’s Very NicePage 38 #mus13 © 2013 Marketo, Inc.
  • Directional Move Your Visitors ForwardPage 39 #mus13 © 2013 Marketo, Inc.
  • Are you Moving Visitors to Their Goal? 1. Clear call to action 2. Frictionless choices 3. Minimal distractions 4. Motivation & incentives 5. Progressive conversionPage 40 #mus13 © 2013 Marketo, Inc.
  • Clear Call to Action • Singular CTA • Except for those “already using Quickbooks” • “Try it free” consistent throughout contentPage 41 #mus13 © 2013 Marketo, Inc.
  • Frictionless Choices • Simple design • Only one thing to do • Easy entry • Implicit directional cuePage 42 #mus13 © 2013 Marketo, Inc.
  • Minimal Distractions • Distinct options • Self-selection of most desirable product • Gently guides visitor into shopping experiencePage 43 #mus13 © 2013 Marketo, Inc.
  • Motivation & Incentives • Time savings - takes 3 minutes or less! • Clock icon reinforces message • “…uniquely matched to your needs and budget.”Page 44 #mus13 © 2013 Marketo, Inc.
  • Progressive Conversion • Three step segmentation process buckets visitors • Progressive and more relevant • A lot of clicks requires a lot of payoffPage 45 #mus13 © 2013 Marketo, Inc.
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  • Yield Optimal The best landing pages get results, but require testing.Page 56 #mus13 © 2013 Marketo, Inc.
  • Are you Implementing Best Practices to Maximize Conversions? 1. Post-conversion strategy 2. Clear hypothesis 3. A/B or MVT test 4. Testing requirements 5. Actionable next stepsPage 57 #mus13 © 2013 Marketo, Inc.
  • Post Conversion Strategy • Leveraging thank you page for additional • engagement & brand building • Follow, like, pin, etc. • Additional resources • Upsell to cross-sellPage 58 #mus13 © 2013 Marketo, Inc.
  • Test Planning • Clear hypothesis • A/B or MVT test • Testing requirements • Actionable next stepsPage 59 #mus13 © 2013 Marketo, Inc.
  • One is the Loneliest NumberPage 60 #mus13 © 2013 Marketo, Inc.
  • Two’s a CrowdPage 61 #mus13 © 2013 Marketo, Inc.
  • The Study of Singular Versus Marketing MultiplePage 62 #mus13 © 2013 Marketo, Inc.
  • 12% Higher Click-Thru Rate Leading to 50 More RegistrantsPage 63 #mus13 © 2013 Marketo, Inc.
  • So, what’s this webinar about?Page 64 #mus13 © 2013 Marketo, Inc.
  • Well, this looks coolPage 65 #mus13 © 2013 Marketo, Inc.
  • Heavy Content vs. Heavy VisualPage 66 #mus13 © 2013 Marketo, Inc.
  • GOTCHA! Identical Conversion Rates of 29%!Page 67 #mus13 © 2013 Marketo, Inc.
  • Mary D’Alatri Rick Siegfried Director of Account Marketing Programs Services, ion interactive Specialist, MarketoPage 68 #mus13 © 2013 Marketo, Inc.