Landing Page Utopia What you can learn from the world’s greatest landing page
<ul><li>NYC, SF & Seattle </li></ul><ul><li>Use Advanced Marketing Technology  </li></ul><ul><li>(APIs, Semantic Markup, R...
<ul><li>No Case Studies Today… </li></ul><ul><li>Go to my Blog for Plenty of Them! </li></ul><ul><li>Trust & Security Icon...
Landing Page Strategies from the World’s Greatest Landing Page
 
Give People Control
Give People Control <ul><li>It’s a user controlled medium </li></ul><ul><li>People always know their intent better than yo...
Reduce Choices
Reduce Choices <ul><li>Paralysis by analysis </li></ul><ul><li>Considerations are roadblocks </li></ul><ul><li>Create a fl...
Real-Time Web
Real-Time Web The Technology! JavaScript APIs AJAX Semantic Markup
Target to Content
Target to Content Content Targeting Not Persona! Not Behavioral! Not Profile!
Design for the Goal, not the Person
Brazil United States Germany France Design for the Goal, not the Person
This has HUGE Brand Value
Always be Testing “ When I first started testing in 2000, we tested once a month. Now, we're user testing almost every wee...
Relevance is: What’s Important to your Audience, NOT What’s Important to your Business!
A Search Engine?
… or an application for someone to complete their goal,
… the same as your Landing Page should be!
Jonathan Mendez Founder & CEO RAMP Digital www.rampdigital.com www.optimizeandprophesize.com Thank You!
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Landing Page Utopia: 7 Lessons from Google

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Presentation at Search Engine Strategies San Jose, August 2008

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Landing Page Utopia: 7 Lessons from Google

  1. Landing Page Utopia What you can learn from the world’s greatest landing page
  2. <ul><li>NYC, SF & Seattle </li></ul><ul><li>Use Advanced Marketing Technology </li></ul><ul><li>(APIs, Semantic Markup, Real-Time Web) </li></ul><ul><li>Create Optimized Marketing Solutions </li></ul><ul><li>(Applications, Widgets, Ads, Landing Pages) </li></ul><ul><li>Put Them Everywhere </li></ul><ul><li>(Display, Search, Social, Mobile) </li></ul>
  3. <ul><li>No Case Studies Today… </li></ul><ul><li>Go to my Blog for Plenty of Them! </li></ul><ul><li>Trust & Security Icons </li></ul><ul><li>Testing Methodology </li></ul><ul><li>Landing Page Simplicity </li></ul><ul><li>Query Reinforcement </li></ul><ul><li>Keyword Match Type </li></ul><ul><li>Social Media Optimization </li></ul><ul><li>Branded Keywords </li></ul><ul><li>Targeted Content </li></ul><ul><li>Google “Jonathan Mendez” </li></ul>
  4. Landing Page Strategies from the World’s Greatest Landing Page
  5.  
  6. Give People Control
  7. Give People Control <ul><li>It’s a user controlled medium </li></ul><ul><li>People always know their intent better than you do </li></ul><ul><li>Self-segmentation is the most powerful technology </li></ul><ul><li>Allow people maintain control over the presentation & delivery of content </li></ul>
  8. Reduce Choices
  9. Reduce Choices <ul><li>Paralysis by analysis </li></ul><ul><li>Considerations are roadblocks </li></ul><ul><li>Create a flow! </li></ul>
  10. Real-Time Web
  11. Real-Time Web The Technology! JavaScript APIs AJAX Semantic Markup
  12. Target to Content
  13. Target to Content Content Targeting Not Persona! Not Behavioral! Not Profile!
  14. Design for the Goal, not the Person
  15. Brazil United States Germany France Design for the Goal, not the Person
  16. This has HUGE Brand Value
  17. Always be Testing “ When I first started testing in 2000, we tested once a month. Now, we're user testing almost every week.” -Marissa Mayer, Oct. 2002 May 2008 – It’s estimated that Google has over 10,000 people constantly testing
  18. Relevance is: What’s Important to your Audience, NOT What’s Important to your Business!
  19. A Search Engine?
  20. … or an application for someone to complete their goal,
  21. … the same as your Landing Page should be!
  22. Jonathan Mendez Founder & CEO RAMP Digital www.rampdigital.com www.optimizeandprophesize.com Thank You!

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