Your SlideShare is downloading. ×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Increasing Conversions Through Better Usability


Published on

"Increasing Conversions Through Better Usability" presentation" by ion interactive's Scott Brinker at SMX East 2009.

"Increasing Conversions Through Better Usability" presentation" by ion interactive's Scott Brinker at SMX East 2009.

Published in: Business, Technology, Design
1 Comment

  • Very good slideshow but some of the tech words many would have to look up like parameterized.
    Are you sure you want to  Yes  No
    Your message goes here
No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

No notes for slide


  • 1. SMX East 2009
    Landing Page Usability Usefulness
    orThrow me a page, people!
    Scott Brinker (@chiefmartec)President &
  • 2. Why?
    …do we (marketers) build landing pages?
  • 3. Simple: to win more conversions.
    But HOW do we expect that to happen?
  • 4. Option A:
    Technology & psychology to “optimize” them to convert.
  • 5. Option B:
  • 6. “Thank you, that was exactly what I was looking for.”
  • 7. To do that, we turn to some wisdom from a great book on landing page optimization…
  • 8. * Apologies to Tim Ash.
  • 9. The Man, the Boy, and the Donkey
    “Please all, and you will please none.”
  • 10. The donkey was the bottleneck.
  • 11. If you want to please everyone,you need a lot more donkeys.
    (These are digital donkeys.)
  • 12. No, but it’s making us impatient.
  • 13. landing page
    ad copy
    Searchers expect the pieces to fit together.
  • 14. “Message Match” — A Demonstration
  • 15.
  • 16.
  • 17. “Thank you, that was exactly what I was looking for.”
  • 18. “data recovery”
  • 19. “data storage SOX compliance”
  • 20. “data retention”
  • 21. “snap server NAS”
  • 22. “backup window”
  • 23. “data storage”
  • 24. “business continuity”
  • 25. “Thank you, that was exactly what I was looking for.”
  • 26. >16% conversion rate
  • 27. “Holy cats, man,how many landing pagesare you talking about here!?!”
  • 28. Dozens of landing pages, yes.
    Hundreds, possibly.
    Thousands, well, probably not, but…
  • 29. Creating more landing pages won’t harm the rainforest.
  • 30. Case Study
    Successfully deployed over 700 landing pages during a 5 month period.
    • 30% increase in conversion rate
    • 31. 20% decrease in cost per acquisition (CPA)
    • 32. New pages deployed in hours
  • 6-7 landing pages/day sounds like a lot.
    But how many search ads do you create?
    landing page
    keyword, ad
    If they’re not connected for you, why would they be connected for your respondents?
  • 33. Is it humanly possible?
  • 34. 7 Steps to a Landing Page Flying Machine
    Adopt some kind of CMS for landing pages.
    Create a set of a reusable design templates.
    Establish a library of branded and matched art (images, video, interactive widgets, etc.).
    Standardize data collection and analytics.
    Use parameterized Flash objects to generate beautiful pages on-demand.
    Implement simple and fast A/B testing (such as Google Website Optimizer).
    Optimize your team process and practice.
  • 35. Once you can turn the crank, it’s fresh squeezed landing pages for everyone.
  • 36. 3 ways to juice your search marketing with landing pages
    message match
    campaigns & promotions
    test-driven marketing
  • 37. Campaigns work.
  • 38.
  • 39.
  • 40.
  • 41. Sales promotions work.
  • 42.
  • 43.
  • 44. Test-Driven Marketing:
    Controlled experiments to discover what people really want.
  • 45.
  • 46.
  • 47.
  • 48.
  • 49.
  • 50. It’s not about the number of tests…
    It’s about what you’re testing.
  • 51. Find what they’re looking for and give it to them.
    That’s landing page usefulness.
  • 52. “Thank you, that was exactly what I was looking for.”