0
Campaign Digital Experiences
Your Visitors Will Love
14 Tactics for Increased Engagement & Higher Conversions

© i-on inte...
What’s Inside?
•

Digital marketing, post-click & the dating analogy

•

The four stages of dating…your visitors

•

Fourt...
What do digital marketing and
dating have in common?
© i-on interactive, inc. All rights reserved

• www.ioninteractive.co...
Clicking on an ad is like
accepting an invitation to a
dinner date…

© i-on interactive, inc. All rights reserved

• www.i...
There are first impressions to
be made…

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Expectations to be met…

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Promises that
are (hopefully)
fulfilled…

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
And if all goes well,
next steps to be taken.

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Its a pretty good analogy.
And one that rings especially
true for B2B marketers.
Long sales cycle
Complex sales cycle
Mult...
The Four Stages Of Dating…Your Visitors

1. First impressions
2. Getting to know each other
3. Engagement
4. Conversion
© ...
The First Impression
You never get a second chance to make a first impression

© i-on interactive, inc. All rights reserve...
!

Tactic 1:

Give the right contextual experience

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
The Landing Page
!

The right fit for:
!

Low funnel paid search
Email campaigns
Offer-driven social campaigns

© i-on int...
The Conversion Path
!

The right fit for:
!

High funnel paid search
Direct mail
Print advertising
Content-driven social
D...
The Microsite
!

The right fit for:
!

Print advertising
Broadcast advertising
Email campaigns
Content-driven social
High ...
The Wizard
!

The right fit for:
!

Low funnel paid search
Email campaigns
Offer-driven social campaigns

© i-on interacti...
The Marketing App
!

The right fit for:
!
High & low funnel paid search
Email campaigns
Offer or content-driven social
Dir...
Digital campaign experiences can come in all shapes and sizes…
Type

It’s important to
find the right
experience for
your c...
!

Tactic 2: Practice good message & motivation match

© i-on interactive, inc. All rights reserved

• www.ioninteractive....
Message match is the degree of match between the ad
promise and the landing page payoff.
!

Strong message match...
!

Help...
!

A great example of message match

• Repeats call-to-action
• Includes $1 incentive
• Includes "America's #1

Online Pro...
What motivated your visitor to click?

Strong motivation match...
!

Helps lower bounce rate & increase conversions
Pays o...
!

A great example of motivation match

• Stays focused on a specific action
• Visual continuity
• Specific

© i-on intera...
!

Download this template from our Toolkit help you identify areas of opportunity…
Location/
Vehicle

Landing
Page
Fulfills...
Getting to Know Each Other
The art of the icebreaker & more

© i-on interactive, inc. All rights reserved

• www.ionintera...
!

Tactic 3: Ask questions!

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
!

Conversion paths allow you to ask questions, without being intrusive
!

!

Or an
agency?

Are you a
brand?

© i-on inte...
!

By asking questions, you can help you discover need
!

Do you need closet
organization?
!

Or room organization?

© i-o...
!

Discovering need means you can speak to visitors in a
much more relevant and specific way
!

!

One-time
shredding

Ons...
8 Types of segmentation to test on your conversion path:
!

Role
Buying stage
Need
Task or job

Company size, type or indu...
!

Tactic 4: Be a good listener

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
5 Metrics to help you “get to know” your visitors:
!

Bounce rate
Exit rate
C lick through rate
Conversion rate
Segversion...
Behavioral metrics help you answer important questions..
!

Why did you leave?
When did you go?
What do you like?
What mak...
!

Tactic 5: Be relevant

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
5 Ways to ensure relevancy:
!

Fulfill promises
Maintain “scent”
Be targeted & specific
Be timely
Speak their language
!

...
!

A great example of relevancy
Visual consistency

Maintains “scent”
© i-on interactive, inc. All rights reserved

• www....
!

Tactic 6: Be honest & earn their trust

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
5 Ways to earn their trust:
!

Include contact information & telephone number
Link to your privacy policy
Display trust as...
Social proof - “3 Million Insured"
!

A great example of
a trustworthy
digital experience
“Our Promise to You”
Contact & p...
!

Tactic 7: Be responsive

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
responsive design adapts to the
device, creating a design that almost
responds to the user’s needs

© i-on interactive, in...
!

Great examples of
responsive
experiences
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Engagement
Win their hearts & their minds

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
!

Tactic 8: Tell your story

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Don’t bore your visitors
with the same old story
and lame design

© i-on interactive, inc. All rights reserved

• www.ioni...
5 Tips for storytelling:
!

Start with a compelling lead
Have an emotional “hook”
Make a connection
Be human
Conclude with...
!

Tactic 9: Differentiate your brand

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
5 Ways to differentiate your brand:
!

Communicate a compelling value proposition
Give real & tangible benefits
Use persua...
Bold, seductive design
!

A great example of
a differentiated
digital experience
Compelling social proof

© i-on interacti...
!

Tactic 10:

But avoid information overload

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
5 Ways to avoid information overload:
!

Reduce choices
Focus on a single goal/call-to-action
Allow visitors to choose how...
Lots of great information to share?

Break it into digestible chunks across multiple pages
© i-on interactive, inc. All ri...
!

A great example of a focused experience

Tells the user what we want them to do and why
© i-on interactive, inc. All ri...
!

Tactic 11: Provide Youtility

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Youtility transforms content into
something useful, memorable
& valuable
	

Marketing apps are useful, memorable & valuabl...
5 Ways to provide Youtility with marketing apps:
!

Engage & entertain
Educate
Advise & recommend
Allow for custom assembl...
!

A great example of a Youtility

Kleenex predicts whether you are likely to get sick, based on zip code
© i-on interacti...
Conversion
The rules of (digital) engagement

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
!

Tactic 12: Don’t ask for too much too soon

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Long forms feel like “work”
Lots of required (and unnecessary)
fields is a high barrier to conversion

Internally-focused ...
User-focused forms feel easy to complete
Content customized based on
responses

Multi-step form guides user through quote ...
!

Tactic 13: Remember your call-to-action

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
5 Tips for an effective call-to-action
!

Be clear
Use visual click cues
Use directional cues
Repeat the C TA
Try gain/val...
!

An example of a great call-to-action
Good use of color
to draw eye
towards C TA
Positive, provides
immediacy
Arrow used...
!

Tactic 14: Say thank you!

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
5 Ways to thank your visitors:
!

Say “thank you”!
Provide next steps
Guide the post-conversion experience
Give them more ...
!

A great example of a great thank you page

Provides
additional
resources

Invitation
to software
demo

© i-on interacti...
14 Tactics For Increased Engagement & Higher Conversions
•

Give the right contextual experience

•

Practice good message...
Thank you!
@ioninteractive
info@ioninteractive.com
	

© i-on interactive, inc. All rights reserved

• www.ioninteractive.c...
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Campaign Digital Experiences Your Visitors Will Love

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In the digital world, first impressions matter. Whether it's a PPC ad, display banner, email or QR code that prompts someone to click on your offer, the page where that person lands after the click has enormous potential to influence the way they feel about you. Getting visitors to fall in love isn't something that just any web page can do!

Learn how digital campaign experiences can:

- Make right introductions & leave lasting brand impressions
- Drive engagement & quality interaction
- Convert more visitors to leads & sales
- Make your visitors fall in love with your brand.

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Transcript of "Campaign Digital Experiences Your Visitors Will Love"

  1. 1. Campaign Digital Experiences Your Visitors Will Love 14 Tactics for Increased Engagement & Higher Conversions © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  2. 2. What’s Inside? • Digital marketing, post-click & the dating analogy • The four stages of dating…your visitors • Fourteen tactics for increased engagement & higher conversions (our “lessons” in post-click love) • Lots of fun, lots of love! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  3. 3. What do digital marketing and dating have in common? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  4. 4. Clicking on an ad is like accepting an invitation to a dinner date… © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  5. 5. There are first impressions to be made… © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  6. 6. Expectations to be met… © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  7. 7. Promises that are (hopefully) fulfilled… © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  8. 8. And if all goes well, next steps to be taken. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  9. 9. Its a pretty good analogy. And one that rings especially true for B2B marketers. Long sales cycle Complex sales cycle Multiple inf luencers © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  10. 10. The Four Stages Of Dating…Your Visitors 1. First impressions 2. Getting to know each other 3. Engagement 4. Conversion © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  11. 11. The First Impression You never get a second chance to make a first impression © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  12. 12. ! Tactic 1: Give the right contextual experience © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  13. 13. The Landing Page ! The right fit for: ! Low funnel paid search Email campaigns Offer-driven social campaigns © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  14. 14. The Conversion Path ! The right fit for: ! High funnel paid search Direct mail Print advertising Content-driven social Display advertising © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  15. 15. The Microsite ! The right fit for: ! Print advertising Broadcast advertising Email campaigns Content-driven social High & low funnel paid search Display advertising © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  16. 16. The Wizard ! The right fit for: ! Low funnel paid search Email campaigns Offer-driven social campaigns © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  17. 17. The Marketing App ! The right fit for: ! High & low funnel paid search Email campaigns Offer or content-driven social Direct mail Print Broadcast © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  18. 18. Digital campaign experiences can come in all shapes and sizes… Type It’s important to find the right experience for your campaign traffic. Characteristics Click here to download this handy chart from our Toolkit to help you choose —> When to Use Example Traffic Landing Page A catch-all term for any page to which you drive traffic. Most commonly it is a single page with an offer. For lead generation campaigns, usually includes a form. For ecommerce campaigns, usually includes an “add to cart” or “shop now” call to action. Because they are single pages, reporting is limited to pass/fail—the visitor lands & leaves, or lands & converts. Little can be learned about visitor segmentation or behavior. Use a landing page when you are very certain that you know visitor intent and visitor segmentation, and that your visitor will be highly motivated and ready to convert. Low funnel paid search campaigns Well suited to sorting visitors into segments based on the selections they make on the initial page(s). Highly valuable in assessing the relative value of sources of traffic because segmentation data is gathered on 50-80% of all respondents (behavioral data is gathered even on those visitors who do not convert). Useful in helping to understand visitor intent & expectations. Use a conversion path when the visitor segment, intent or need is vague, or not fully determined. High funnel paid search campaigns Conversion Path In a conversion path, the initial page a visitor lands on shows 2-5 choices to select from (typically choices based on role, need, industry, product category, etc). Once a visitor makes a selection, they route to a segmentrelevant content or offer page. For more complex solutions, may include several steps of segmentation choices to help users drill down to a high degree of specificity. Microsites can be more immersive than conversion paths and require more time and thought from their users. If you’re certain of intent and segmentation, then microsites are a great way to offer specific content. Use a microsite for a considered conversion where additional information may be helpful to influence the visitor. Also good where audience segmentation is not known, as some data on visitor intent may be inferred based on user bahavior. A conversion-focused microsite should include a call to action on each page and/or a form on each page. Print advertising Visitors make a series of selections to ‘configure’ a specific solution, or drill down to a very specific solution or product or piece of content. Use a wizard-like experience when visitors are likely to appreciate the utility of building their own solution or answering specific questions to receive a highly tailored solution or piece of content. Low funnel paid search campaigns Visitors answer questions (either in graphical or form presentation) in order to receive customized responses, such as tallying a score and providing customized comments based on a knowledgeassessment. Use assessments and marketing quizzes as enticement to convert. For example, “Find out if you are a newbie or a rockstar! Take the quiz today”. Use when visitors are likely to appreciate the feedback mechanism of scoring, grading, rating or instant feedback on their knowledge. High & Low funnel paid search campaigns A topic-specific site, typically with 3-10 pages of content. Can be informational in nature, or conversion focused. ! Considerations Microsite Similar to a conversion path, but gives the impression of an app rather than a landing page. Wizards Feedback-driven interactive experiences that provide scores, grading or rating based on visitor inputs. Assessments & Marketing Quizzes Email campaigns Offer-driven social campaigns Direct mail Print advertising Content-driven social campaigns Email campaigns to third party lists Display advertising Broadcast advertising Email campaigns Content-driven social campaigns High and low-funnel paid search campaigns Display advertising Email campaigns Offer-driven social campaigns Email campaigns Offer or content-driven social campaigns Direct mail Print Broadcast
  19. 19. ! Tactic 2: Practice good message & motivation match © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  20. 20. Message match is the degree of match between the ad promise and the landing page payoff. ! Strong message match... ! Helps lower bounce rate & increase conversions Uses similar text, words and calls-to-action Repeats your offer in the page headline, imagery or body text Improves relevancy which can boost quality score Is important for a great user experience! ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  21. 21. ! A great example of message match • Repeats call-to-action • Includes $1 incentive • Includes "America's #1 Online Provider" in headline ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  22. 22. What motivated your visitor to click? Strong motivation match... ! Helps lower bounce rate & increase conversions Pays off the click, immediately Keeps promises ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  23. 23. ! A great example of motivation match • Stays focused on a specific action • Visual continuity • Specific © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  24. 24. ! Download this template from our Toolkit help you identify areas of opportunity… Location/ Vehicle Landing Page Fulfills Ad Promise Landing Page Uses Same Terminology as Ad Match Between Ad & Page is Literal and Obvious Visual Match Between Ad & Page is Readily Apparent “Best data recovery solution. Limited time free trial offer. Click here to try now.” Paid search, data recovery ad group 4 3 2 n/a 9 “Secure data recovery solution. 30-Day trial Start for free.” Paid search, data recovery ad group 3 2 1 1 7 Ad Total Score ! Assess how well you are doing overall with message & motivation match, then create a plan to increase match where there is the biggest mismatch or opportunity for improvement © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  25. 25. Getting to Know Each Other The art of the icebreaker & more © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  26. 26. ! Tactic 3: Ask questions! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  27. 27. ! Conversion paths allow you to ask questions, without being intrusive ! ! Or an agency? Are you a brand? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  28. 28. ! By asking questions, you can help you discover need ! Do you need closet organization? ! Or room organization? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  29. 29. ! Discovering need means you can speak to visitors in a much more relevant and specific way ! ! One-time shredding Onsite shredding ! ! ! ! ! ! Mobile shredding Residential shredding © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  30. 30. 8 Types of segmentation to test on your conversion path: ! Role Buying stage Need Task or job Company size, type or industry Lifestyle Gender Age ! ! ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  31. 31. ! Tactic 4: Be a good listener © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  32. 32. 5 Metrics to help you “get to know” your visitors: ! Bounce rate Exit rate C lick through rate Conversion rate Segversion rate ! ! ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  33. 33. Behavioral metrics help you answer important questions.. ! Why did you leave? When did you go? What do you like? What makes you tick? Where did you convert? ! ! ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  34. 34. ! Tactic 5: Be relevant © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  35. 35. 5 Ways to ensure relevancy: ! Fulfill promises Maintain “scent” Be targeted & specific Be timely Speak their language ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  36. 36. ! A great example of relevancy Visual consistency Maintains “scent” © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  37. 37. ! Tactic 6: Be honest & earn their trust © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  38. 38. 5 Ways to earn their trust: ! Include contact information & telephone number Link to your privacy policy Display trust assurances Leverage social proof Include testimonials ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  39. 39. Social proof - “3 Million Insured" ! A great example of a trustworthy digital experience “Our Promise to You” Contact & privacy info Third-party trust logos © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  40. 40. ! Tactic 7: Be responsive © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  41. 41. responsive design adapts to the device, creating a design that almost responds to the user’s needs © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  42. 42. ! Great examples of responsive experiences © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  43. 43. Engagement Win their hearts & their minds © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  44. 44. ! Tactic 8: Tell your story © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  45. 45. Don’t bore your visitors with the same old story and lame design © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  46. 46. 5 Tips for storytelling: ! Start with a compelling lead Have an emotional “hook” Make a connection Be human Conclude with an action item ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  47. 47. ! Tactic 9: Differentiate your brand © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  48. 48. 5 Ways to differentiate your brand: ! Communicate a compelling value proposition Give real & tangible benefits Use persuasive copy Design boldly Experiment big ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  49. 49. Bold, seductive design ! A great example of a differentiated digital experience Compelling social proof © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  50. 50. ! Tactic 10: But avoid information overload © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  51. 51. 5 Ways to avoid information overload: ! Reduce choices Focus on a single goal/call-to-action Allow visitors to choose how/when they access information Take advantage of white space Long form doesn’t have to mean lots of copy ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  52. 52. Lots of great information to share? Break it into digestible chunks across multiple pages © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  53. 53. ! A great example of a focused experience Tells the user what we want them to do and why © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  54. 54. ! Tactic 11: Provide Youtility © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  55. 55. Youtility transforms content into something useful, memorable & valuable Marketing apps are useful, memorable & valuable © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  56. 56. 5 Ways to provide Youtility with marketing apps: ! Engage & entertain Educate Advise & recommend Allow for custom assembly or packing or products/services Give access to ‘ball park’ pricing ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  57. 57. ! A great example of a Youtility Kleenex predicts whether you are likely to get sick, based on zip code © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  58. 58. Conversion The rules of (digital) engagement © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  59. 59. ! Tactic 12: Don’t ask for too much too soon © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  60. 60. Long forms feel like “work” Lots of required (and unnecessary) fields is a high barrier to conversion Internally-focused questions just don’t “feel” good © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  61. 61. User-focused forms feel easy to complete Content customized based on responses Multi-step form guides user through quote process, providing relevant content along the way © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  62. 62. ! Tactic 13: Remember your call-to-action © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  63. 63. 5 Tips for an effective call-to-action ! Be clear Use visual click cues Use directional cues Repeat the C TA Try gain/value copy vs effort copy (Try Free vs Download Free Trial) © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  64. 64. ! An example of a great call-to-action Good use of color to draw eye towards C TA Positive, provides immediacy Arrow used as a directional cue © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  65. 65. ! Tactic 14: Say thank you! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  66. 66. 5 Ways to thank your visitors: ! Say “thank you”! Provide next steps Guide the post-conversion experience Give them more free stuff — resources, content, etc. Personalize their thank you page ! ! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  67. 67. ! A great example of a great thank you page Provides additional resources Invitation to software demo © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  68. 68. 14 Tactics For Increased Engagement & Higher Conversions • Give the right contextual experience • Practice good message & motivation match • Ask questions • Be a good listener • Be relevant • Earn their trust • Be responsive • Tell your story • Don’t ask for too much too soon • Differentiate your brand • Remember your call-to-action • Avoid information overload • Say thank you! • Provide Youtility © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  69. 69. Thank you! @ioninteractive info@ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
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