Your SlideShare is downloading. ×
Landing Pages And Post Click Marketing (Pubcon Vegas 2009)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Landing Pages And Post Click Marketing (Pubcon Vegas 2009)

1,768

Published on

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.

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,768
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
54
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 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

×