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.

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Landing Pages And Post Click Marketing (Pubcon Vegas 2009)

  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 <ul><li>Increases flexibility </li></ul><ul><ul><li>Add keyword dynamically to title, etc. </li></ul></ul><ul><li>Ease of multivariate testing </li></ul><ul><ul><li>Add or remove individual page elements for testing quickly </li></ul></ul><ul><ul><li>Perform real-time tests </li></ul></ul><ul><li>Quickly incorporate best performing elements into all pages </li></ul><ul><ul><li>Example: One form for all landing pages </li></ul></ul><ul><li>Track performance to keyword level </li></ul>
  7. Landing Pages <ul><li>Stay on targeted message </li></ul><ul><li>Keep information “above the fold” – avoid scrolling </li></ul><ul><li>Pass keyword through URL to headline </li></ul><ul><li>Consider removing website navigation </li></ul><ul><li>Try to stick to one call to action, but provide an “escape hatch” (ex: learn more) </li></ul><ul><li>MUST READ: MarketingSherpa Landing Page Handbook </li></ul>
  8. Multivariate and A/B Testing <ul><li>Incorporate analytics </li></ul><ul><li>Google Website Optimizer </li></ul><ul><ul><li>Doesn’t allow for changes (or additions) to a test </li></ul></ul><ul><ul><li>Not as simple as it appears on first glance </li></ul></ul><ul><ul><ul><li>If you know the HTML programming to make this work, you can likely just do dynamic programming, which is more flexible. </li></ul></ul></ul><ul><li>What to test? </li></ul><ul><ul><li>To truly make landing pages the most effective they can be, you MUST continually test them against other versions </li></ul></ul><ul><ul><li>While one layout works for one ad group, company or product, it may not work as well for another </li></ul></ul><ul><ul><li>Test page elements, page layouts, and messaging </li></ul></ul>
  9. Video and Landing Pages
  10. Case Study 1: Video Offer vs. Whitepaper Offer
  11. Video Landing Pages Best Practices <ul><li>Don’t set the video to “auto-play.” </li></ul><ul><li>Use the video as your “hero shot.” </li></ul><ul><li>Use video that delivers on your promise. </li></ul><ul><li>Ensure optimal load times. </li></ul><ul><li>Test various elements of the video where possible. </li></ul><ul><li>Use Google Website Optimizer to measure. </li></ul>
  12. Conversion Paths
  13. Conversion Paths
  14. Why Conversion Paths? <ul><li>Segmentation </li></ul><ul><ul><li>Provide specific offers to specific types of visitors </li></ul></ul><ul><li>Qualification </li></ul><ul><ul><li>Ensure that the leads you are getting are more qualified </li></ul></ul><ul><li>Gain Partial Data Over Time </li></ul><ul><ul><li>Learn from visitors as they progress through a conversion path </li></ul></ul><ul><li>Improved Conversion Rates </li></ul>
  15. Segmentation
  16. Segmentation
  17. Capturing the Segmentation Data <ul><li>Use cookies to record data on a path </li></ul><ul><li>When the visitor finally signs up, download all of the cookie data into hidden form fields </li></ul><ul><ul><li>This provides your sales force with added knowledge about the prospect </li></ul></ul><ul><li>Use deduplication software for your CRM </li></ul><ul><ul><li>Marketing automation tools (Silverpop Engage B2B, Eloqua) </li></ul></ul><ul><ul><li>RingLead </li></ul></ul>
  18. Conversion Paths
  19. Conversion Paths Example
  20. Final Thoughts
  21. Additional Resources <ul><li>Research </li></ul><ul><ul><li>Marketing Sherpa Landing Page Handbook </li></ul></ul><ul><ul><li>Marketing Experiments (marketingexperiments.com) </li></ul></ul><ul><li>Books </li></ul><ul><ul><li>The Paradox of Choice </li></ul></ul><ul><ul><li>The Big Red Fez </li></ul></ul><ul><ul><li>Beginners: Web Design for ROI </li></ul></ul><ul><ul><li>Advanced: Honest Seduction </li></ul></ul><ul><li>Blogs </li></ul><ul><ul><li>Search Marketing Sage blog.search-mojo.com </li></ul></ul><ul><ul><li>Post Click Marketing Blog postclickmarketing.com </li></ul></ul>
  22. Final Thoughts <ul><li>Use conversion paths on your website too </li></ul><ul><ul><li>Home page often has highest abandonment rate </li></ul></ul><ul><ul><li>Home page is often also the most ranked page in organic SERPs </li></ul></ul>
  23. Contact Information <ul><li>Janet Driscoll Miller </li></ul><ul><li>[email_address] </li></ul><ul><li>800-939-5938 x101 </li></ul><ul><li>LinkedIn: www.linkedin.com/in/janetdriscollmiller </li></ul><ul><li>Twitter: janetdmiller </li></ul><ul><li>Facebook: www.facebook.com/SearchMojo </li></ul><ul><li>Webinars: www.search-mojo.com/webinars </li></ul>

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