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Increasing Conversions Through Better Usability
 

Increasing Conversions Through Better Usability

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"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.

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  • Very good slideshow but some of the tech words many would have to look up like parameterized.
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Increasing Conversions Through Better Usability Increasing Conversions Through Better Usability Presentation Transcript

  • SMX East 2009
    Landing Page Usability Usefulness
    orThrow me a page, people!
    Scott Brinker (@chiefmartec)President & CTOwww.ioninteractive.com
  • Why?
    …do we (marketers) build landing pages?
  • Simple: to win more conversions.
    But HOW do we expect that to happen?
  • Option A:
    Technology & psychology to “optimize” them to convert.
  • Option B:
    Givethemwhattheyreallywant.
  • “Thank you, that was exactly what I was looking for.”
  • To do that, we turn to some wisdom from a great book on landing page optimization…
  • * Apologies to Tim Ash.
  • The Man, the Boy, and the Donkey
    “Please all, and you will please none.”
  • The donkey was the bottleneck.
  • If you want to please everyone,you need a lot more donkeys.
    (These are digital donkeys.)
  • No, but it’s making us impatient.
  • landing page
    ad copy
    keyword
    intent
    Searchers expect the pieces to fit together.
  • “Message Match” — A Demonstration
  • “Thank you, that was exactly what I was looking for.”
  • “data recovery”
  • “data storage SOX compliance”
  • “data retention”
  • “snap server NAS”
  • “backup window”
  • “data storage”
  • “business continuity”
  • “Thank you, that was exactly what I was looking for.”
  • >16% conversion rate
  • “Holy cats, man,how many landing pagesare you talking about here!?!”
  • Dozens of landing pages, yes.
    Hundreds, possibly.
    Thousands, well, probably not, but…
  • Creating more landing pages won’t harm the rainforest.
  • Case Study
    Successfully deployed over 700 landing pages during a 5 month period.
    • 30% increase in conversion rate
    • 20% decrease in cost per acquisition (CPA)
    • 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?
    *
  • Is it humanly possible?
  • 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.
  • Once you can turn the crank, it’s fresh squeezed landing pages for everyone.
  • 3 ways to juice your search marketing with landing pages
    message match
    campaigns & promotions
    test-driven marketing
  • Campaigns work.
  • Sales promotions work.
  • Test-Driven Marketing:
    Controlled experiments to discover what people really want.
  • It’s not about the number of tests…
    It’s about what you’re testing.
  • Find what they’re looking for and give it to them.
    That’s landing page usefulness.
  • “Thank you, that was exactly what I was looking for.”