Get More Leads! Testing with Landing Page and Post-Click Marketing

Landing Pages and Post-Click Marketing
Presented by:
Janet Driscoll Miller
Search Mojo

Landing Pages

Landing Pages
Targeted Website PageAverage Conversion Rate: 2.40%
Website Home Page
Average Conversion Rate: 1.17%

Landing Pages
Targeted Website PageAverage Conversion Rate: 2.40%
Website Home Page
Special Landing Page
OK
BEST
BETTER

First Step:Use a Dynamic Programming Language
Increases flexibility
Add keyword dynamically to title, etc.
Ease of multivariate testing
Add or remove individual page elements for testing quickly
Perform real-time tests
Quickly incorporate best performing elements into all pages
Example: One form for all landing pages
Track performance to keyword level

Landing Pages
Stay on targeted message
Keep information “above the fold” – avoid scrolling
Pass keyword through URL to headline
Consider removing website navigation
Try to stick to one call to action, but provide an “escape hatch” (ex: learn more)
MUST READ: MarketingSherpa Landing Page Handbook

Multivariate and A/B Testing
Incorporate analytics
Google Website Optimizer
Doesn’t allow for changes (or additions) to a test
Not as simple as it appears on first glance
If you know the HTML programming to make this work, you can likely just do dynamic programming, which is more flexible.
What to test?
To truly make landing pages the most effective they can be, you MUST continually test them against other versions
While one layout works for one ad group, company or product, it may not work as well for another
Test page elements, page layouts, and messaging

Video and Landing Pages

Case Study 1:Video Offer vs. Whitepaper Offer

Video Landing Pages Best Practices
Don’t set the video to “auto-play.”
Use the video as your “hero shot.”
Use video that delivers on your promise.
Ensure optimal load times.
Test various elements of the video where possible.
Use Google Website Optimizer to measure.

Conversion Paths

Why Conversion Paths?
Segmentation
Provide specific offers to specific types of visitors
Qualification
Ensure that the leads you are getting are more qualified
Gain Partial Data Over Time
Learn from visitors as they progress through a conversion path
Improved Conversion Rates

Segmentation

Capturing the Segmentation Data
Use cookies to record data on a path
When the visitor finally signs up, download all of the cookie data into hidden form fields
This provides your sales force with added knowledge about the prospect
Use deduplication software for your CRM
Marketing automation tools (Silverpop Engage B2B, Eloqua)
RingLead

Conversion Paths

Conversion Paths Example

Final Thoughts

Additional Resources
Research
Marketing Sherpa Landing Page Handbook
Marketing Experiments (marketingexperiments.com)
Books
The Paradox of Choice
The Big Red Fez
Beginners: Web Design for ROI
Advanced: Honest Seduction
Blogs
Search Marketing Sageblog.search-mojo.com
Post Click Marketing Blogpostclickmarketing.com

Final Thoughts
Use conversion paths on your website too
Home page often has highest abandonment rate
Home page is often also the most ranked page in organic SERPs

Contact Information
Janet Driscoll Miller
jmiller@search-mojo.com
800-939-5938 x101
LinkedIn: www.linkedin.com/in/janetdriscollmiller
Twitter: janetdmiller
Facebook: www.facebook.com/SearchMojo
Webinars: www.search-mojo.com/webinars