Landing Pages And Post Click Marketing (Pubcon Vegas 2009)

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Presentation by Janet Driscoll Miller at Pubcon 2009 in Las Vegas covering landing pages and post-click marketing.

Presentation by Janet Driscoll Miller at Pubcon 2009 in Las Vegas covering landing pages and post-click marketing.

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  • 1. Landing Pages and Post-Click Marketing Presented by: Janet Driscoll Miller Search Mojo
  • 2.  
  • 3. Landing Pages
  • 4. Landing Pages Website Home Page Average Conversion Rate: 1.17% Targeted Website Page Average Conversion Rate: 2.40%
  • 5. Landing Pages OK BETTER BEST Website Home Page Average Conversion Rate: 1.17% Targeted Website Page Average Conversion Rate: 2.40% Special Landing Page Average Conversion Rate: 12.5%
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. Video and Landing Pages
  • 10. Case Study 1: Video Offer vs. Whitepaper Offer
  • 11. 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.
  • 12. Conversion Paths
  • 13. Conversion Paths
  • 14. 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
  • 15. Segmentation
  • 16. Segmentation
  • 17. 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
  • 18. Conversion Paths
  • 19. Conversion Paths Example
  • 20. Final Thoughts
  • 21. 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 Sage blog.search-mojo.com
      • Post Click Marketing Blog postclickmarketing.com
  • 22. 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
  • 23. Contact Information
    • Janet Driscoll Miller
    • [email_address]
    • 800-939-5938 x101
    • LinkedIn: www.linkedin.com/in/janetdriscollmiller
    • Twitter: janetdmiller
    • Facebook: www.facebook.com/SearchMojo
    • Webinars: www.search-mojo.com/webinars