Presented by ion interactive
www.ioninteractive.com
twitter: ion_interactive
phone: 888-466-4332 (561-394-9484)
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Today
About ion interactive
Post-click marketing as a competitive advantage
Best practices to improve conversion quality & quantity
The ROI case for post-click marketing
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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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Post-click marketing is the successful online
marketer’s best kept secret.
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How you engage your respondents after they click
determines whether or not they will engage with you.
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Independent research confirms...
“Based on a recent study, it is possible that your
competitors could be generating five times the ROI as
you are with comparable messaging and spending.
What can you do right now to increase the ROI of your ad
campaign? Pay
more attention to the
post-click experience.”
-Miro Kazakoff, Managing Director, Compete, Inc.
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Wireless carriers
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Credit card applications
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Best practices to boost
your ROI
Beyond the website
Message match
Preconversion segmentation
Experiences, not pages
Test, test, test, test, test...and test some more
Flash, video, social, behavioralization
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A typical landing page
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A typical landing page gives you typical conversion
results (3.84% on average).
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Beyond the website
The best post-click marketing programs usually send traffic to ad, or
message-specific landing experiences that live outside of the website.
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Ad or message-specific landing experiences are highly relevant, and
therefore highly effective.
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Converts 20% better than home page control
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Segments convert 100-500% better
than home page control
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Beyond the website
Free of the encumbrances of the brand website—more agile, easier to apply
testing & learning for each unique source of traffic
Ad-specific destination matches the message the user clicked on
Conversion-focused destination
User-directed, marketer controlled (vs. user controlled)
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The ad and the landing experience need to match
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Organic traffic
Low degree of marketer control
Diverse audience funneling in
Customers
Prospective customers
Press
Investment community
Page needs to appeal to LCD
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Campaign
traffic
Higher degree of marketer control
Very specific placement (or
keyword) and ad and link
You KNOW with certainty what
creative unit they clicked on
You are in control of where they
land
You paid for them to click!!!
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The ad & the landing experience have to match
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Ad promises free guide
This page is all about a free consultation and doesn’t mention a guide
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Banner ad says “take control with a
unified IP contact center” and
promises a free white paper.
This page is about the
Tyranny of CTI, and
offers a white paper.
What happened to
taking control with a
unified IP contact
center?
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You don’t need one landing page
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You need many
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100’s of landing pages like this
helped improve conversions 600%
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Find out who they are and what they want
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All respondents are not the same
Preconversion segmentation
Allows users to self identify
Allows you to know who’s
clicking and what they are
interested in
Increases odds of
conversion due to relevancy
and user experience
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segment
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50% lift
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Pre-conversion Segmentation
1. Find out who they are and/or
what they want
2. Give it to them
3. They will convert
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5
reasons for
preconversion
segmentation
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1. Easy engagement
Clicking an ad=5 seconds
First choice on a landing
page=also 5 seconds
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2. Self-identification
We respond to self-identification
clues
More accurate than a form field
Sets expectations
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3. More focused
Contextually relevant content sells
better
Subtle shifts in language can
have a big impact
Eliminates clutter
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4. Signaling
Investment reflects commitment
“If you target me, you must think I
am a good fit”
Let’s the user know they are in
the right place (or not)—”there’s
something for me here”
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5. Market research
Which ads attract which
segments?
Which segments convert best?
How do prospects think of
themselves?
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Beyond the page
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16.1%
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The deep link to a product page converted at under 1%, while the
conversion path converts at over 16%.
0 5 10 15 20
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Experiences, not pages
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Unexpected experiences yield
unexpected results. Bronto Software
uses a 14-page assessment tool to
drive well-qualified, high conversions.
The experience asks for the conversion
on page 11.
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19.6%
conversion rate
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8.12% conversion 9.23% conversion 11.4% conversion
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2-page experience
converts 20% higher
than a single page
“land & jump”
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It’s not landing pages, it’s landing experiences
A single page can only be optimized so much—an experience gives you
more room to experiment to lift results.
Segmentation; sub-segmentation
Message
Sequence
Pitch
Pre & post conversion offers
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Strategic testing
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Financial Services
Control: Land & Jump
Multi-page Path: Segment by rate
Multi-page Path: Segment by need
0 0.75 1.50 2.25 3.00
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Software/hardware
4-page conversion path
4-page conversion path;
same copy & images, different page layout
2-page conversion path
0 2.25 4.50 6.75 9.00
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Education
5-page conversion
path with 3
segmentation
choices
9-page conversion path with 3
segmentation choices
5-page conversion path with 5 segmentation choices
0 3 6 9 12
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8.12% conversion 9.23% conversion 11.4% conversion
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Strategic Testing
Start at the macro-level (apples to oranges)
Segmentation
Experiences/sequence
Messages/pitch/persuasion
Graphics, imagery, look and feel
Iterate champions—both micro & macro iteration
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Experiment
Flash, video, widgets, social, behavioral
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When used correctly video can influence more respondents to convert. In
this context, for a public speaker, having video take center stages makes
perfect sense.
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Video makes sense for this conversion-oriented campaign, and the
emphasis on the video doesn’t detract from the other calls to action.
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Here, the widget interaction is the first “engagement”. A short video explains the widget.
When respondent’s interact with the widget, they are asked for a conversion (name, email,
contact information). This experience ties video, widgets and multi-stepped conversion for a
simple, effective experience.
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Multi-media should enhance the experience. Rule #1—don’t let it intrude.
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Enhancing the Experience with
Multimedia
Context counts
Introduce it at the right time
Entire experience
On first page, automatically
On first page, as option
After conversion as enticement to convert
After conversion as bonus engagement
Don’t make them wait for it
Make it meaningful
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Social in landing experiences
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8.2% participation rate
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New roads to relationships
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New roads to relationships
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Nothing’s
happening here
Transparency & visibility
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Social Media Opportunities
Bring live blog feeds into landing pages
Bring in your company’s Twitter feed or let people follow you on Twitter right
from the landing page.
Discussion forums
Polls
FaceBook, MySpace, Google applications—they are here!
Event RSPVs
Widgets
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Behavioral & personalization
Content substitution such as keyword insertion
Change experience based on behavior
Craft experiences for specific previous behavior
Use geo-location to serve up location-specific experiences
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Where is the ROI hidden?
AFTER the click
X
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High overhead
Lack of control
Lack of best practices
Slow implementation
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Landing experiences=
time & money
Landing page strategy
Landing page writing and design
Development & coding
Deployment & hosting
Testing
Analytics and reporting
Time, time and more time—proofing, trafficking changes & schedules and on
and on.....
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Landing experiences=
the effective way
Best practices
Processes for iteration & innovation
Post-click marketing platform
Combined creation, testing and reporting in a single program-specific environment.
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Overland Storage
before after
post-click program post-click program
+700%
conversion rate <1% 7.4%
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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Education lead generation
before after
post-click program post-click program
+200%
conversion rate <5% 15%
time to create
new landing Months or weeks Hours or days
pages
number of
<20 Hundreds
landing pages
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Bronto Software
before after
post-click program post-click program
+1400%
conversion rate 2% 31.6%
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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American Greetings
before after
post-click program post-click program
+20%
conversion rate
time to create
new landing Months, if at all Hours or days
pages
number of
1 per year 50+ and growing
landing pages
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How they made it happen
Readjusted online spend towards post-click marketing
Improved processes and increase speed to market with landing pages
Used landing page best practices
Beyond the site
Message match
Preconversion segmentation
Testing
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We help our clients:
Create effective landing experiences
Manage post-click marketing campaigns,
testing and analysis
Improve online conversions
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Platform & professional services
LiveBall Platform ion services
End-to-end post-click execution
Web-based software as a service,
made for marketers Strategic planning
Create & test conversion-focused Content development/experience
landing experiences design
Single solution to create advanced Test & project management
landing pages without IT
Review & analysis of results
A/B testing & optimization for each
unique sour of traffic Iterative and optimization
Real-time reporting
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Thank You!
Anna Talerico
Executive Vice President, ion interactive
atalerico@ioninteractive.com
561-922-5239
Follow me on Twitter: AnnaTalerico
Follow ion on Twitter: ion_interactive
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