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Landing Pages And Post Click Marketing (Pubcon Vegas 2009)
 

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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    Landing Pages And Post Click Marketing (Pubcon Vegas 2009) Landing Pages And Post Click Marketing (Pubcon Vegas 2009) Presentation Transcript

    • Landing Pages and Post-Click Marketing Presented by: Janet Driscoll Miller Search Mojo
    •  
    • Landing Pages
    • Landing Pages Website Home Page Average Conversion Rate: 1.17% Targeted Website Page Average Conversion Rate: 2.40%
    • 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%
    • 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
    • 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
    • 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 Sage blog.search-mojo.com
        • Post Click Marketing Blog postclickmarketing.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
      • [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