SEMPDX_SearchFest_Landing_Pages_2012

581 views
544 views

Published on

Learn the latest trends in landing pages for 2012.

Published in: Business, Technology, Design
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
581
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
15
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

SEMPDX_SearchFest_Landing_Pages_2012

  1. 1. LANDING PAGES 3.0What’s Hot & Spicy in LPO Presented by ion interactive @ioninteractive twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  2. 2. Landing pages: What’s hot right now...1. Relevant2. Interactive3. Dynamic4. Progressive5. Mobile Ready6. Social7. Social Sign-on8. Disposable9. Data-mined10. Integrated twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  3. 3. WHY? twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  4. 4. Conversion rates are the same today as theywere in the 1990’s—about 2.5% twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  5. 5. Design SchoolCustomized design, maximum flexibility‣ Lead generation‣ Program micro-sites‣ Over 100% increase in conversions‣ Higher lead quality than website leads twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  6. 6. American GreetingsHigher conversions, lower cost per acquisition‣ E-commerce optimization‣ Multi-brand, multi-channel‣ 30% increase in conversion‣ 20% reduction in CPA‣ Thousands of landing pages & tests twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  7. 7. WHAT WE FIND: 5.8%More than double industry average. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  8. 8. 1. RELEVANT twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  9. 9. Optimized landing pages for Keyword groupsProduct KeywordBrand KeywordNeed KeywordSingle Relevant Landing Page twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  10. 10. Optimized landing pages for Keyword groupsProduct Keyword Product KeywordBrand Keyword Brand KeywordNeed Keyword Need KeywordSingle Relevant Keyword Targeted Landing Page Landing Pages twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  11. 11. Localized versions twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  12. 12. Localized versions twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  13. 13. Localized versions twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  14. 14. Ask them.... twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  15. 15. Ask them.... twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  16. 16. Keyword-targeted landing experiencesLong-tail “MP3” keywords including content substitution for search query. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  17. 17. Be relevant✓ Keyword group✓ Browser language detection✓ Geo-location✓ Hyper-local versions of pages (images, content, locations)✓ Makes it relevant to them—increases specificity twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  18. 18. 2. INTERACTIVE twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  19. 19. Images that “swipe” twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  20. 20. Images that “swipe” twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  21. 21. Interactive roll-overs Interactive elements, like roll-overs, tabs & accordions are coded once and then re-used multiple places twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  22. 22. Lightbox content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  23. 23. Lightbox content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  24. 24. Lightbox content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  25. 25. Lightbox content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  26. 26. Accordion content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  27. 27. Tabbed content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  28. 28. Interactive content✓ Tabs, accordions, rotators, swipes, pop ups, lightboxes✓ “On page” content exploration✓ Uses page real estate efficiently✓ Conversion focused✓ High production resources ✓ Dynamic templates make it fast & easy to produce twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  29. 29. 3. DYNAMIC twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  30. 30. Ask a question twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  31. 31. Follow it through twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  32. 32. Dynamic keyword insertion twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  33. 33. Dynamic keyword insertion twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  34. 34. Geo location targeting twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  35. 35. Dynamic✓ Swap content on pages based on keywords, behaviors, etc✓ Swap images on pages based on Geo, Campaign ID✓ Increases relevancy & specificity✓ Increases odds of conversion twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  36. 36. 4. PROGRESSIVE twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  37. 37. MULTI-TOUCH twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  38. 38. 1st contact twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  39. 39. 2nd contact twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  40. 40. 3rd contact twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  41. 41. Update contact info twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  42. 42. Progressive profiling✓ Reduces reliance on longer 1st forms✓ Removes conversion barriers✓ Relies on lead nurturing/drip marketing to bring them back for progressive steps twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  43. 43. MULTI-STEP twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  44. 44. Step 1 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  45. 45. Step 2 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  46. 46. Each step branches for relevant content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  47. 47. Step 1 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  48. 48. Step 2, 3, thank you! twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  49. 49. Step 1 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  50. 50. Step 2 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  51. 51. Thank you! twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  52. 52. Multi-step forms✓ Visitors love them!✓ Reduces perceived barrier to conversion✓ Allows each progressive step to be more relevant twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  53. 53. 5. MOBILE READY twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  54. 54. Is it time to go mobile on your landing pages?✓ Almost 7% of US web traffic comes from mobile and other non-computer devices✓ US adults spend more time with mobile than with print magazines and newspapers combined✓ 60% plan to use their smartphone and tablet for shopping this holiday season✓ Mobile sales will quadruple by 2015✓ 67% of consumers will use their smartphones to find store locations, 59% to compare prices, 51% to obtain product information, 46% to check product availability, 45% to read reviews, 45% to shop online, 41% to find and use coupons, 40% to scan bar codes, and 35% to access social media (Source: Deloitte’s 2011 Annual Holiday Survey)✓ 75% of heavy mobile users said mobile search makes their lives easier, 63% said access to mobile search has changed the way they gather information, and 32% said they use mobile search more than search engines on their computers (Source: Performics 2011 Mobile Search Insights Study, conducted by ROI Research) twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  55. 55. MOBILE TEMPLATES twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  56. 56. Mobile-version (using mobile templates) twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  57. 57. Mobile-version (using mobile templates) twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  58. 58. AUTOMATIC MOBILE twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  59. 59. Automatically optimized for mobile browser twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  60. 60. Create mobile versions for high-traffic campaigns twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  61. 61. Automatic mobile optimization twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  62. 62. Mobile-optimized pages✓ Monitor your mobile traffic to determine volume and areas of opportunity✓ Hand-crafted pages for mobile campaigns ✓ Decide which content to place on page and how to position✓ Automatic optimization to “catch” mobile traffic ✓ Reduces effort to produce mobile✓ Landing page best practices still apply!!!!!✓ Make it easy to convert twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  63. 63. 5. SOCIAL twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  64. 64. Social beacons can provide assurances twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  65. 65. Social beacons can provide assurances twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  66. 66. Fans & videos provide ‘social proof’ twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  67. 67. Fans & videos provide ‘social proof’ twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  68. 68. Social engagement may be a form of conversion twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  69. 69. Social is the conversion... twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  70. 70. Social conversions twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  71. 71. Social conversions twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  72. 72. 6. SOCIAL SIGN-IN twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  73. 73. Easy conversion with social twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  74. 74. Increase data accuracy twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  75. 75. Increase user engagement twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  76. 76. Social Sign-in✓ Users register using an existing identity, reduces barriers and makes it easy to convert✓ 25% of online publishers and eCommerce companies have implemented social sign-in✓ 92% of users surveyed are aware of social sign-on✓ 42% agreed that companies offering social sign-on are more up to date✓ Increases odds of conversion, build engagement and evangelism twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  77. 77. 7. DISPOSABLE twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  78. 78. Make them quickly, efficiently twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  79. 79. twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  80. 80. twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  81. 81. Disposable✓ Don’t over-invest in creative that may not be effective ✓ Use templates ✓ Re-useable images ✓ Re-useable content✓ Reduce reliance on tech & design resources✓ Allows you to scale efficiently—multiple versions, more dynamic, etc✓ Enables agility—quick speed to market with your ideas twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  82. 82. 8. DATA-MINED twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  83. 83. twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  84. 84. twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  85. 85. twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  86. 86. What to look for✓ Bounce rate✓ Conversion rate✓ Conversion quality ✓ Lead engagement (pre and post conversion) ✓ Lead quality ✓ Order value✓ Visitor behavior on the page ✓ Which actions lead to conversion? Which don’t?✓ Results by traffic sources twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  87. 87. 9. INTEGRATED twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  88. 88. twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  89. 89. twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  90. 90. twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  91. 91. Single landing page emaildisplaysocial PPCmobileaffiliate Single Landing Page twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  92. 92. Single and Targeted Landing Experiences email emaildisplay displaysocial social PPC PPCmobile mobileaffiliate affiliate Single Landing Page Targeted Landing Pages twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  93. 93. Integrate your marketing tools twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  94. 94. Integrate✓ Beyond the marketing department✓ From PPC to Social✓ All of your marketing tools twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  95. 95. TEST!!If not now, when?Email sdelz@ioninteractive.com for aGuide to Online Testing twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  96. 96. WILL YOUR LANDING PAGES BE HOT & SPICY IN 2012?Thank you for joining us today! Presented by ion interactive @ioninteractive info@ioninteractive.com twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  97. 97. SUSAN DELZAccount Development Directorsdelz@ioninteractive.comion_poodle twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

×