Increasing Conversions Through Better Usability

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

“data recovery”

“data storage SOX compliance”

“data retention”

“snap server NAS”

“backup window”

“data storage”

“business continuity”

>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.

http://blog.v-channel.com.my	370
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Increasing Conversions Through Better Usability

by ion interactive, inc. on Oct 05, 2009

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Increasing Conversions Through Better Usability — Presentation Transcript