Think
Outside the
Landing Page
Box
by Scott Brinker @chiefmartec
B2B Edition
Real marketers
love TOFU.
Real marketers
love TOFU.
You never get a second
chance to make a first
impression.
Real marketers
love TOFU.
You never get a second
chance to make a first
impression.
This is as true for
B2B marketing as
i...
The moment of click-through — is the
quintessential first impression in modern
marketing.
But too often that impression is….
The moment of click-through — is the
quintessential first impression in modern
marketin...
Disappointment.
Annoyance.
Boredom.
This is the typical landing page box.
And there are thousands of
cookie-cutter pages just like it.
What do we want our prospects to feel
at this crucial moment of truth?
Delight.
How can we
break out of
the box to
deliver
delight?
DESIGN
DESIGN FLOW
DESIGN FLOW EXPERIMENT
Design matters. Even in B2B.
In web design, you have
1/20th of a second to
make a good first
impression.§
§ Research from Lindgaard, Fernandes, Dudek, ...
A “halo effect”
from a great
first impression
carries over to
evaluation of
other product
attributes.
vs.
vs.
This is not a cookie-cutter landing page.
≠
Most landing pages are a
“take it or leave it” brick wall.
Most landing pages are a
“take it or leave it” brick wall.
Most landing pages are a
“take it or leave it” brick wall.
Flow aims for more natural momentum.
Flow aims for more natural momentum.
Think of what a good salesperson would do.
Not a landing
page…
…but rather a
landing experience.
FLOW • More natural dialog
• Less pushy
• Customer focused (vs.
marketer focused)
• Help respondents reach
most relevant i...
Conversion increases
for Iron Mountain of
over 255% with these
experiences.
REDACTED
REDACTED
REDACTE
D
REDACTED
REDACTED REDACTED
vs.
REDACTED REDACTED
vs.
B2B ≠ Boring to Boring
But will your
fancy design
work on all
devices?!
But will your
fancy design
work on all
devices?!
Yes.
Responsive Design ≠ Boring Design
Experimentation > Optimization
Source: Marketing Leadership Council of Corporate Executive Board 2012
Fortune favors the
bold.
Bring passion
and imagination
to your TOFU.
DESIGN
DESIGN FLOW
DESIGN FLOW EXPERIMENT
Thank you.
Thank you.
Scott Brinker
Twitter: @chiefmartec
http://ioninteractive.com
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
Think Outside The Landing Page Box
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Think Outside The Landing Page Box

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The moment of click-through is the quintessential first impression in modern marketing. But too often that impression is….disappointment, annoyance or boredom. So how do you delight your prospects in that critical moment of truth? Scott discusses three key ways break out of the landing page box and delight post-click.

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Think Outside The Landing Page Box

  1. 1. Think Outside the Landing Page Box by Scott Brinker @chiefmartec B2B Edition
  2. 2. Real marketers love TOFU.
  3. 3. Real marketers love TOFU. You never get a second chance to make a first impression.
  4. 4. Real marketers love TOFU. You never get a second chance to make a first impression. This is as true for B2B marketing as it is for, well, everything.
  5. 5. The moment of click-through — is the quintessential first impression in modern marketing.
  6. 6. But too often that impression is…. The moment of click-through — is the quintessential first impression in modern marketing.
  7. 7. Disappointment.
  8. 8. Annoyance.
  9. 9. Boredom.
  10. 10. This is the typical landing page box.
  11. 11. And there are thousands of cookie-cutter pages just like it.
  12. 12. What do we want our prospects to feel at this crucial moment of truth?
  13. 13. Delight.
  14. 14. How can we break out of the box to deliver delight?
  15. 15. DESIGN
  16. 16. DESIGN FLOW
  17. 17. DESIGN FLOW EXPERIMENT
  18. 18. Design matters. Even in B2B.
  19. 19. In web design, you have 1/20th of a second to make a good first impression.§ § Research from Lindgaard, Fernandes, Dudek, and Brown.
  20. 20. A “halo effect” from a great first impression carries over to evaluation of other product attributes.
  21. 21. vs.
  22. 22. vs.
  23. 23. This is not a cookie-cutter landing page. ≠
  24. 24. Most landing pages are a “take it or leave it” brick wall.
  25. 25. Most landing pages are a “take it or leave it” brick wall.
  26. 26. Most landing pages are a “take it or leave it” brick wall.
  27. 27. Flow aims for more natural momentum.
  28. 28. Flow aims for more natural momentum. Think of what a good salesperson would do.
  29. 29. Not a landing page… …but rather a landing experience.
  30. 30. FLOW • More natural dialog • Less pushy • Customer focused (vs. marketer focused) • Help respondents reach most relevant info • Effortless segmentation • Optimize segments independently
  31. 31. Conversion increases for Iron Mountain of over 255% with these experiences.
  32. 32. REDACTED REDACTED REDACTE D REDACTED
  33. 33. REDACTED REDACTED vs.
  34. 34. REDACTED REDACTED vs.
  35. 35. B2B ≠ Boring to Boring
  36. 36. But will your fancy design work on all devices?!
  37. 37. But will your fancy design work on all devices?! Yes.
  38. 38. Responsive Design ≠ Boring Design
  39. 39. Experimentation > Optimization
  40. 40. Source: Marketing Leadership Council of Corporate Executive Board 2012
  41. 41. Fortune favors the bold. Bring passion and imagination to your TOFU.
  42. 42. DESIGN
  43. 43. DESIGN FLOW
  44. 44. DESIGN FLOW EXPERIMENT
  45. 45. Thank you.
  46. 46. Thank you. Scott Brinker Twitter: @chiefmartec http://ioninteractive.com
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