7 Best Practices of Honest Seduction
for Landing Pages
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✓Introduction to Honest Seduction
✓The only answer you’ll ever need
✓Real-world examples
✓You asked, we answered
✓About ion
✓Live Q&A
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The Book Available now on Amazon.com
“An efficient guide to
improving the
effectiveness of any
online marketing effort.”
— Kirkus Discoveries
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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.
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Seduction
–noun
1. a means of seducing; enticement; temptation.
2. to win over or attract someone.
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Honest Seduction for landing pages
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Thank you for your questions
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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
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the only answer you need:
test it
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Real-world landing page reviews
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+ Honest representation of the brand
- Message mismatch
-Topic mismatch
- Complex page
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+ Honest representation of the brand
+ Message match
+ Topic match
+ Reinforces key ad promise
+ Simple page, keeps the user focused
- Too deep in the funnel
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+ Honest representation of the brand
+ Topic match
- Doesn’t reinforce ad promise
- LCD page
- Message mismatch
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+ Honest representation of the brand
+ Topic match
- Lack of cohesive context
- Doesn’t reinforce ad promise
- LCD page
- Message mismatch
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+ Honest representation of the brand
+ Message match
+ Reinforces key ad promise
+ Simple page, keeps the user focused
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- Assumes the user wait
- Topic mismatch
- Message mismatch
- Lack of cohesive context
- Doesn’t reinforce ad promise
- Too much too soon
- Self indulgent
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- First page a hurdle
- Message mismatch
- Topic mismatch
- Too deep in the funnel
- Too much too soon
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+ Message match
+ Topic match
+ Right place in the funnel
+ Clear call to action
- Visually complex
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- Message mismatch
- Apparent topic mismatch
- Too deep in the funnel
- Too much too soon
- Visually complex
- Puts burden on the user
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+ 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
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+ 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
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- Message mismatch
- Lowest common denominator page
- Cluttered
- No clear call to action
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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
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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
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ion client
snapshots
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The results
conversion rate
industry average ion client average
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7 Best Practices for Landing Pages
✓Message match
✓Segmentation
✓Beyond the site
✓Beyond the page
✓A/B testing
✓Great brand
✓Engagement (be social)
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The key to online marketing ROI lies after the click
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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
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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
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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
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ion interactive
Online marketing since 1998
Offices in Florida & Massachusetts
Focus on strategic post-click marketing
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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
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Who we do it for
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The results
conversion rate
industry average ion client average
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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
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