Conversion Rate Optimization for Managers

PubCon Las Vegas 2009
Post-Click Marketing
TakingLanding Page OptimizationOut of the Weeds
by Scott Brinker (@chiefmartec), President & CTO, www.ioninteractive.com

Why?

Landing Page Optimizationis focused (surprise!) onthe page.

Post-Click Marketingis concerned with the book.

And the library.

7 Levels of Post-Click Marketing
Traditional Landing Page Optimization

What’s in a headline?

The page mission:
Paint a compelling vision.

When is a path better than a page?
Segment respondents.
Guide users in a process.
Provide entertainment or education.

8.12% conversion
11.4% conversion
9.23% conversion

“All clicks are not created equal.”

Revealing key audience segments is a treat worth begging for.

Campaigns are alive and well—if you can execute them.

Sales promotions are alive and well—if you can execute them.

Think you’re juggling a lot of online marketing initiatives today?
Get ready for the accelerator pedal to be slammed to the floor.
70%

Speed.
How efficiently can you launch new pages from concept to completion?
A days-to-launch metric.

Coordination.
How synergistic are efforts up and down the funnel and across your organization?
A landing-page-ratio metric.

Search Marketing Maturity Model

Leadership Agenda:
• Marketing agility
• Measurable performance
• Long Tail differentiation
• Test-driven marketing

Test-Driven Marketing:
Makingagile marketing a strategic growth engine.

Think of post-click marketing as the safety rope for pursuing bold marketing ideas.
From “risk averse”to “risk neutral”—a huge advantage.

The goal of post-click marketing:breakthrough achievements.

The TaoofPost-Click Marketing
All clicks are not created equal.
The road from click to conversion must be paved with continuity.
Landing pages are both part of your ads and part of your site.
Landing pages can have more than one page.
Experimentation is the pathway to discovery.
Landing page creative is limited only by your imagination.
Testing without a strategy is like fishing without water.
There are a thousand ways to segment your audience.
Incentivized self-identification reveals true segmentation.
Landing page management is greater than any single landing page.