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Think Outside The Landing Page Box
 

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 ...

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 Think Outside The Landing Page Box Presentation Transcript

    • 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 it is for, well, everything.
    • 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 marketing.
    • 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, and Brown.
    • 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 info • Effortless segmentation • Optimize segments independently
    • 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