SEMPDX_SearchFest_Landing_Pages_2012
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SEMPDX_SearchFest_Landing_Pages_2012

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Learn the latest trends in landing pages for 2012.

Learn the latest trends in landing pages for 2012.

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SEMPDX_SearchFest_Landing_Pages_2012 SEMPDX_SearchFest_Landing_Pages_2012 Presentation Transcript

  • 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.
  • 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.
  • WHY? twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 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.
  • 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.
  • 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.
  • WHAT WE FIND: 5.8%More than double industry average. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 1. RELEVANT twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Optimized landing pages for Keyword groupsProduct KeywordBrand KeywordNeed KeywordSingle Relevant Landing Page twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 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.
  • Localized versions twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Localized versions twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Localized versions twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Ask them.... twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Ask them.... twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 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.
  • 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.
  • 2. INTERACTIVE twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Images that “swipe” twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Images that “swipe” twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 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.
  • Lightbox content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Lightbox content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Lightbox content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Lightbox content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Accordion content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Tabbed content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 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.
  • 3. DYNAMIC twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Ask a question twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Follow it through twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Dynamic keyword insertion twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Dynamic keyword insertion twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Geo location targeting twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 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.
  • 4. PROGRESSIVE twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • MULTI-TOUCH twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 1st contact twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 2nd contact twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 3rd contact twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Update contact info twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 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.
  • MULTI-STEP twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Step 1 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Step 2 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Each step branches for relevant content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Step 1 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Step 2, 3, thank you! twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Step 1 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Step 2 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Thank you! twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 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.
  • 5. MOBILE READY twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 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.
  • MOBILE TEMPLATES twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Mobile-version (using mobile templates) twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Mobile-version (using mobile templates) twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • AUTOMATIC MOBILE twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Automatically optimized for mobile browser twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Create mobile versions for high-traffic campaigns twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Automatic mobile optimization twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 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.
  • 5. SOCIAL twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Social beacons can provide assurances twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Social beacons can provide assurances twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Fans & videos provide ‘social proof’ twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Fans & videos provide ‘social proof’ twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Social engagement may be a form of conversion twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Social is the conversion... twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Social conversions twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Social conversions twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 6. SOCIAL SIGN-IN twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Easy conversion with social twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Increase data accuracy twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Increase user engagement twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 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.
  • 7. DISPOSABLE twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • Make them quickly, efficiently twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  • twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  • 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.
  • 8. DATA-MINED twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  • twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  • twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  • 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.
  • 9. INTEGRATED twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  • twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  • twitter: @ioninteractive www.ioninteractive.com© i-on interactive, inc. All rights reserved.
  • Single landing page emaildisplaysocial PPCmobileaffiliate Single Landing Page twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 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.
  • Integrate your marketing tools twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
  • 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.
  • 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.
  • 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.
  • SUSAN DELZAccount Development Directorsdelz@ioninteractive.comion_poodle twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.