High Performance Landing Pages
Presented by ion interactive
www.ioninteractive.com
twitter: ion_interactive
phone: 561-394-9484

HIGH PERFORMANCE
means
HIGH CONVERSIONS

Today
About ion interactive
The 4 characteristics of high-performance
landing pages
Landing page ROI

ion interactive
Post-click campaign management
Landing pages, microsites, conversion paths
Concept to completion, optimization and
beyond
Offices in Florida & Massachusetts

Clients include…

3X

Every ad click has to land somewhere.

Most land on cookie cutter pages

Cookie cutter pages don’t convert
3.84%

High performance landing pages
are…
Engaging—using flash, video and social elements to
capture and keep the respondent’s attention
Dynamic—rules-driven experiences that can include
personalization and context-specific cues
Disposable—the best campaigns employ continuous
testing in a cycle of innovation & iteration
Agile—concepted, executed & launched in minutes,
hours or days...not months.

Engaging

Be engaging
Video
Social
Flash
Pre-conversion segmentation

Video works.

Addition of video
on this lead gen
page boosted
conversion over
800%

Segmentation makes it more relevant.

Flash enhances the user experience.

Be social.

Social in landing experiences

Social media for landing pages
Bring live blog feeds into landing pages
Bring in your company’s Twitter feed or let people follow you on Twitter
right from the landing page.
Discussion forums
Polls
FaceBook, MySpace, Google applications—they are here!
Event RSPVs
Widgets

Engaging.
Plain old landing pages will bring
you plain old results.

Dynamic

Be dynamic
Context-specific
Content substitution
Rules-based page or content delivery
Personalize
Geo-targeting

Specific landing pages
improve conversions

Segments convert 100-500%
better than home page control

You don’t need one landing page

You need many

100’s of landing pages like this
helped improve conversions 600%

Dynamic.
The best landing pages
are the most specific.

Disposable

Disposable
Test, test, test
Innovate & iterate
Low investment
Low attachment

You need many

100’s of landing pages like this
helped improve conversions 600%

Disposable.
A landing page isn’t a website.

Agile

Agile
More pages
Less time & fewer resources
Responsive & time-sensitive

Beyond the website
Free of the encumbrances of the brand website—more
agile, easier to apply testing & learning for each unique
source of traffic
Ad-specific destination matches the message the user
clicked on
Conversion-focused destination
User-directed, marketer controlled (vs. user controlled)

You need many

Agile.
Your goal is many more high
performing landing experiences
with less work.

How you engage your respondents
after they click determines whether
or not they will engage with you.

High performance landing pages
are…
Engaging—using flash, video and social elements to
capture and keep the respondent’s attention
Dynamic—rules-driven experiences that can include
personalization and context-specific cues
Disposable—the best campaigns employ continuous
testing in a cycle of innovation & iteration
Agile—concepted, executed & launched in minutes,
hours or days...not months.

Landing experiences=
time & money
Landing page strategy
Landing page writing and design
Development & coding
Deployment & hosting
Testing
Analytics and reporting
Time, time and more time—proofing, changes & schedules and on and on...

American Greetings
before after
post-click program post-click program
conversion rate +20%
time to create new Months, if at all Hours or days
landing pages
number of landing 1 per year 50+ and growing
pages

BankCard Company
before after
post-click program post-click program
conversion rate 15% 26.7%
time to make new Weeks Hours or days
pages
number of landing 50 100
pages
quality of pages Low High

Overland Storage
before after
post-click program post-click program
conversion rate <1% 7.4% 7x
time to create new Months, if at all Hours or days
landing pages
number of landing Less than 5 Hundreds
pages

Education lead generation
before after
post-click program post-click program
conversion rate <.5% 10% 10x
time to create new Months or weeks Hours or days
landing pages
number of landing <20 Hundreds
pages

Bronto Software
before after
post-click program post-click program
conversion rate 2% 31.6%
time to create
new landing Months, if at all Hours or days
pages
number of landing Less than 5 Hundreds
pages

The effective way to manage high
performance landing pages
Best practices
Processes for iteration & innovation
Post-click marketing platform
Combined creation, testing and reporting in a
single program-specific environment.

ion interactive
Post-click campaign management
Landing pages, microsites, conversion paths
Concept to completion, optimization and
beyond

Thank You!
Anna Talerico
Executive Vice President, ion interactive
atalerico@ioninteractive.com
561-922-5239
Follow me on Twitter: AnnaTalerico
Follow ion on Twitter: ion_interactive