Honest Seduction for Landing Pages

7 Best Practices of Honest Seduction for Landing Pages 1

✓Introduction to Honest Seduction ✓The only answer you’ll ever need ✓Real-world examples ✓You asked, we answered ✓About ion ✓Live Q&A 2

The Book Available now on Amazon.com “An efﬁcient guide to improving the effectiveness of any online marketing effort.” — Kirkus Discoveries 3

Honest –adjective 1. honorable in principles, intentions, and actions; upright and fair: an honest person. 2. showing uprightness and fairness: honest dealings. 3. gained or obtained fairly: honest wealth. 4. sincere; frank: an honest face. 5. genuine or unadulterated: honest commodities. 6. respectable; having a good reputation: an honest name. 7. truthful or creditable: honest weights. 8. humble, plain, or unadorned. 9. chaste; virtuous. 4

Seduction –noun 1. a means of seducing; enticement; temptation. 2. to win over or attract someone. 5

Honest Seduction for landing pages 6

Thank you for your questions 7

colors images male female ﬂash no ﬂash simplicity complexity long form short form navigation no navigation links no links video content squeeze page # of links on a page # of calls to action on the page hot zones autoplay video click to play video long copy short copy widgets social exit pop ups chat boxes keyword insertion multiple forms stats design layout single B2B examples B2C examples offer multiple offer segmentation message match best practices value proposition local broad microsites Google Website Optimizer A/B testing cross sell upsell movement dynamic content testing geotargeting 8

the only answer you need: test it 9

Real-world landing page reviews 10

+ Honest representation of the brand - Message mismatch -Topic mismatch - Complex page 12

+ Honest representation of the brand + Message match + Topic match + Reinforces key ad promise + Simple page, keeps the user focused - Too deep in the funnel 14

+ Honest representation of the brand + Topic match - Doesn’t reinforce ad promise - LCD page - Message mismatch 16

+ Honest representation of the brand + Topic match - Lack of cohesive context - Doesn’t reinforce ad promise - LCD page - Message mismatch 20

+ Honest representation of the brand + Message match + Reinforces key ad promise + Simple page, keeps the user focused 22

- Assumes the user wait - Topic mismatch - Message mismatch - Lack of cohesive context - Doesn’t reinforce ad promise - Too much too soon - Self indulgent 25

- First page a hurdle - Message mismatch - Topic mismatch - Too deep in the funnel - Too much too soon 27

+ Message match + Topic match + Right place in the funnel + Clear call to action - Visually complex 29

- Message mismatch - Apparent topic mismatch - Too deep in the funnel - Too much too soon - Visually complex - Puts burden on the user 31

+ Honest representation of the brand + Topic match + Message match + Reinforces key ad promise + Simple page, keeps the user focused + Clear main and secondary call to action 33

+ Honest representation of the brand + Topic match + Simple page, keeps the user focused + Clear call to action - Message mismatch - Too much emphasis on comments box - Lack of segmentation 35

- Message mismatch - Lowest common denominator page - Cluttered - No clear call to action 37

The Not So Good: Message mismatch Ad, or topic-inspeciﬁc pages Visual clutter Complexity Fuzzy call to action or next step Inappropriate to the context Lack of follow through on the ad promise Text Too deep or too high in the funnel Lowest common denominator pages Putting burden on user to discover & convert Assuming users will wait Too much too soon Self indulgent Hurdles Misplaced emphasis 38

The Good: Honest representation of the brand Message match Ad, or topic-speciﬁc pages Visual clarity Simplicity Clear call to action Appropriate to the context Appropriate to the funnel Reinforce the ad promise—give the gorilla the banana 39

ion client snapshots 40

The results conversion rate industry average ion client average 41

7 Best Practices for Landing Pages ✓Message match ✓Segmentation ✓Beyond the site ✓Beyond the page ✓A/B testing ✓Great brand ✓Engagement (be social) 56

The key to online marketing ROI lies after the click 57

American Greetings before after post-click post-click program program conversion rate +20% time to create new landing Months, if at all Hours or days pages number of 1 per year 60+ and growing landing pages 58

Bronto Software after before post-click post-click program program conversion rate 2% 31.6% +1400% time to create new landing Months, if at all Hours or days pages number of Less than 5 Hundreds landing pages 59

Overland Storage after before post-click post-click program program conversion rate <1% 7.4% +700% time to create Months, if at all Hours or days new landing pages number of Less than 5 Hundreds landing pages 60

ion interactive Online marketing since 1998 Ofﬁces in Florida & Massachusetts Focus on strategic post-click marketing 61

What we do We make online marketing more effective Create effective landing experiences— landing pages, microsites, conversion paths Manage post-click marketing campaigns, testing and analysis Improve online conversions 62

Who we do it for 63

The results conversion rate industry average ion client average 64

Thank You! Let’s talk about post-click marketing for your organization Anna Talerico Executive Vice President, ion interactive atalerico@ioninteractive.com 561-922-5239 Follow ion on Twitter: @ion_interactive 65

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Honest Seduction for Landing Pages

by ion interactive, inc. on Mar 23, 2009

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Honest Seduction for Landing Pages — Presentation Transcript