SMX Advanced: Landing Page Myths

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3 myths about landing pages, a presentation given at SMX Advanced 2009.

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  • Nice presentation and arguments, although i'd slightly disagree with Flash indexing.
    Sure, Google can index textual content in flash files, but it won't rank it as favourably as clear semantic HTML markup.
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SMX Advanced: Landing Page Myths

  1. 1. SMX Advanced 2009 Mythbusting PPC Urban Legends: Landing Pages Scott Brinker President & CTO ion interactive, inc. sbrinker@ioninteractive.com Twitter: @chiefmartec
  2. 2. What is the typical conversion rate of a PPC ad
  3. 3. Sorry, trick question. The conversion happens after the click.
  4. 4. In converting respondents, PPC ads and landing pages are symbiotically linked.
  5. 5. Myth #1: A landing page is a single page. (Only the green M&M’s make you horny.)
  6. 6. Think of a landing page as a bridge between ad and conversion. conversion (continuity gap) ad
  7. 7. Sometimes the conceptual distance isn’t that far, and a single leap is enough to get people across.
  8. 8. Other times, you have a little farther to go.
  9. 9. Just don’t use a short bridge for a long distance. (Unless your respondents are willing to do a lot of work.)
  10. 10. Sometimes a single landing page is just right.
  11. 11. Other times a 2 or 3 page “path” is better. 8.12% conversion 9.23% conversion 11.4% conversion
  12. 12. segment simple
  13. 13. When is a path better than a page? 3 scenarios.
  14. 14. #1. When you want to segment respondents.
  15. 15. #2. When you want to ease someone into a process.
  16. 16. #3. When multiple steps actually builds engagement.
  17. 17. Don’t think of a landing page. Think of a post-click marketing experience.
  18. 18. Myth #2: Flash on landing pages is evil. (Vampires exist— even without a law degree.)
  19. 19. That is a bad example of Flash on a landing page.* • Loading delay • Lengthy animation • Design over clarity • Expensive * Unless you’re a firm that produces expensive, highly animated, design- heavy Flash web sites.
  20. 20. The problem is not that people don’t have Flash. 99.1%
  21. 21. This is a Flash object. • 43K in size (loads < 1 sec) • Images load asynchronously • Writing is text, not image • Sharp text rendering • Google can index text • All text/images configurable
  22. 22. http://googlewebmastercentral.blogspot.com/2008/06/improved-flash-indexing.html
  23. 23. This is a Flash object. • 5K in size (loads < 1 sec) • Images load asynchronously • Most of page is HTML text • Engagement without refresh • Interactive image browser • All images configurable
  24. 24. Why climb the Flash mountain? • Higher conversion rate • Better branding • Easier engagement • Creative differentiation
  25. 25. Economy of Flash is achieved through variable parameters. Designer creates once.  Marketer uses many times.
  26. 26. Myth #3: Multivariate Testing (MVT) is better than A/B testing. (Oooh, sacred cow.)
  27. 27. MVT isn’t better than A/B testing. Each has pros and cons. But MVT has had better PR. Time to balance the scales.
  28. 28. A/B Testing Multivariate Testing • Requires less traffic • Requires more traffic • Tests fewer variations • Can test more combinations • Apples-and-oranges tests • Variations of fixed elements • Dependent elements okay • Need independent elements • Easy to visualize tests • Harder to visualize tests • No risk of bad combinations • Risks of bad combinations • Can test multi-page paths • Usually limited to a page • Often easier to set up • Often harder to set up
  29. 29. This kind of test can’t be done with MVT. 8.12% conversion 9.23% conversion 11.4% conversion
  30. 30. Think big.
  31. 31. Test small (and safe).
  32. 32. 6 headlines + 5 subheads + 4 images + 3 copy blocks + 2 calls to action = 720 combos Russian roulette caveat: how many disastrous combinations lurk in the shadows?
  33. 33. Uh, oops. Combination #593 is “bad”.
  34. 34. The point of busting the MVT myth: marketing > math Choose the right tool for the right job.
  35. 35. Thank You Interested in more about post-click marketing and strategic landing pages? BOOK Honest Seduction: Using Post-Click Marketing to Turn Landing Pages into Game Changers Available on Amazon.com BLOG http://www.postclickmarketing.com

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