Post -Click Marketing Scott Brinker President & CTO ion interactive, inc. http://postclickmarketing.com

2 Takeaways

1. More specific landing pages.

How is landing page optimization like a Ferris wheel?

Your landing page Respondents http://company.com/campaign/landing

http://company.com/campaign/landing Respondents Versions of your landing page

Versions of your landing page http://company.com/campaign/landing Respondents

Versions of your landing page http://company.com/campaign/landing Respondents

Green people love green experiences Blue people think blue is most important Orange people make decisions on orange data

What is the average of these people?

If you test for the average, you will get average results.

http://company.com/campaign/landing-blue http://company.com/campaign/landing-orange http://company.com/campaign/landing-green 3 different landing page destinations Segmented respondents

2. Self-segmentation after the click.

Hamburger? Tuna?

65.4% segmentation rate 16.2% conversion rate

(hypothetical: not actual data) Which ads attract which segments?

Which segments convert best? (hypothetical: not actual data) 23.5% Enterprise 14.7% SMB Conversion Rate Segment

5 Reasons 2 clicks are better than 1.

1. Easy engagement. Clicking an ad = 5 seconds. First choice on a landing page = also 5 seconds. Contextual navigation.

2. Self-identification. We respond to self-identification cues. More accurate than a form field. Expectations.

3. More focused content. Contextually relevant content sells better. Subtle shifts in language can have big impact. Eliminate clutter.

4. Signaling. Investment reflects commitment. “ If you target me, you must think I’d be a good fit…”

5. Market research. Which ads attract which segments? Which segments convert best? How do prospects think of themselves?

1. More specific landing pages. 2. Self-segmentation after the click.

http://postclickmarketing.com