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Land More Leads With Your Landing Pages

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View the full recorded webinar at http://bit.ly/17LSsUk.

View the full recorded webinar at http://bit.ly/17LSsUk.

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  • Make sure ad messaging and landing page messaging match.example: “chevy minivans”Lands on http://colonialautocenter.reachlocal.net/inventory/view/Make/GMC/?utm_source=ReachLocal&utm_medium=ppc&utm_campaign=gmcvshttp://www.carmax.com/enus/search-results/default.html?Ep=semlandingpage&ADc=90&ANa=4294967083+4294966921&search=chevy&adcode=GOOAW210493E&s=0&AZ=22903
  • Examples:“bissell spot bot”http://www.hsn.com/home-solutions/bissell_c-hw_a-2162_xc.aspx?rdr=1&sourceid=googlebrand&cm_mmc=Paid%20Search%20Brand-_-Google-_-Home%20Solutions-_-spotbot%20bissell&utm_source=google&utm_medium=cpc&utm_term=spotbot%20bissell&utm_campaign=Home%20SolutionsVs.http://www.walmart.com/search/search-ng.do?search_query=Bissell%20Spot%20Bot&adid=22222222220027572311&wmlspartner=wmtlabs&wl0=b&wl1=g&wl2=&wl3=16104602256&wl4=Vs.http://www.kohls.com/kohlsStore/home_floorcare/top_brands/bissell.jsp?pfx=pfx_google_roi&cid=tbnbissellVs.http://www.amazon.com/s/?ie=UTF8&keywords=bissel+spotbot&tag=googhydr-20&index=aps&hvadid=4646123337&hvpos=1t1&hvexid=&hvnetw=g&hvrand=1560641889195713578&hvpone=&hvptwo=&hvqmt=b&ref=pd_sl_7c9ob1exi_b
  • JENNY
  • JENNY
  • JENNY
  • JENNYAdd link to how to set up experiment video
  • JENNYAdd link to how to set up experiment video
  • JENNYAdd link to how to set up experiment video
  • JENNY
  • JENNYSamples of tests we’ve done.. Use a poll to see what people think the winner was.
  • JENNYSamples of tests we’ve done.. Use a poll to see what people think the winner was.
  • JENNYSamples of tests we’ve done.. Use a poll to see what people think the winner was.
  • CHANGE OUT WITH NEXT WEBINAR SLIDE
  • REPLACE WITH JANET AND JENNY

Land More Leads With Your Landing Pages Land More Leads With Your Landing Pages Presentation Transcript

  • @SEARCHMOJOSEARCH-MOJO.COM800.939.5938LAND MORE LEADSWITH YOUR LANDING PAGES@SEARCHMOJOSEARCH-MOJO.COM800.939.5938JENNY DEGRAFF,WEB AND GRAPHIC DESIGNERJANET DRISCOLL MILLER,PRESIDENT AND CEO
  • SEARCH-MOJO.COM@searchmojo #mojowebinarTODAY’S PRESENTERSJanet Driscoll MillerPresident and CEO,Search MojoFollow on Twitter: @janetdmillerJenny DeGraffWeb and Graphic Designer,Search MojoFollow on Twitter: @JennyDeGraff
  • SEARCH-MOJO.COM@searchmojo #mojowebinarABOUT SEARCH MOJO• Search engine marketing firm founded in 2005– Search engine optimization (SEO)– Pay-per-click advertising management (PPC)– Social media advertising– Online reputation management• Headquartered in Charlottesville, VA– Office in Charleston, SC• Featured in the Washington Post, B2B Magazine,MarketingSherpa, Visibility Magazine and many blogs• Speakers at MarketingExperiments, SMX, MarketingProfs, PubCon and more• Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpopand Hubspot
  • SEARCH-MOJO.COM@searchmojo #mojowebinarOUR CLIENTS
  • @SEARCHMOJOSEARCH-MOJO.COM800.939.5938IT STARTS BEFORE THE LANDINGPAGE…
  • SEARCH-MOJO.COM@searchmojo #mojowebinarKEEPING THE PROMISE• Keyword and ad should match• Ad message and landing page messageshould match• Consistency in the message acrosskeyword, ad and landing page
  • SEARCH-MOJO.COM@searchmojo #mojowebinarDYNAMIC KEYWORD INSERTION (DKI)• Often messes up the promise!• Common issue with online retailers– So much inventory – can be tough topersonalize properly
  • @SEARCHMOJOSEARCH-MOJO.COM800.939.5938DATA-DRIVENLANDING PAGE DESIGN
  • SEARCH-MOJO.COM@searchmojo #mojowebinarWHY TEST?• Guessing vs. Knowing– 4 seconds to capture attention– The stage in the campaign funnel mostvulnerable to abandonment– Ensure maximum return on your marketinginvestments
  • SEARCH-MOJO.COM@searchmojo #mojowebinarTYPES OF TESTING• A|B Testing– Tests one whole pageagainst another• Multivariate Testing– Tests multipleelements on a pagevs. each other incombinationsvs.
  • SEARCH-MOJO.COM@searchmojo #mojowebinarTESTING USING GOOGLE EXPERIMENTS• Replaced Google Website Optimizer• Integrated• Uses Goals
  • SEARCH-MOJO.COM@searchmojo #mojowebinarTESTING USING GOOGLE EXPERIMENTS• A|B|N Testing• Test up to 5 full versions of a singlepageVS
  • SEARCH-MOJO.COM@searchmojo #mojowebinarTESTING USING GOOGLE EXPERIMENTS• Multi-Armed Bandit• www.search-mojo.com/experiments
  • SEARCH-MOJO.COM@searchmojo #mojowebinarTEST EVERYTHING• Don’t be a lemming• Or blindly followthe HPPO
  • SEARCH-MOJO.COM@searchmojo #mojowebinarTHINGS TO TEST• Form on every page• Button colors• Page layout• Headlines• Copy• Images• Video
  • SEARCH-MOJO.COM@searchmojo #mojowebinarHEADLINE TESTORIGINAL VARIATION65%Increase inConversions
  • SEARCH-MOJO.COM@searchmojo #mojowebinarHERO SHOT TEST68%Increase inConversionsORIGINAL VARIATION
  • SEARCH-MOJO.COM@searchmojo #mojowebinarHEADLINE AND BUTTON TEST30%Increase inConversionsORIGINAL VARIATION
  • @SEARCHMOJOSEARCH-MOJO.COM800.939.5938MARKETING AUTOMATION
  • SEARCH-MOJO.COM@searchmojo #mojowebinarSHORTER FORMS = HIGHER CONVERSIONSource: Marketo
  • SEARCH-MOJO.COM@searchmojo #mojowebinarSHORTER FORMS = HIGHER CONVERSION• Reduced 9 form fields to only 3Landing Page ConversionLong Checkout 0.26%Short Checkout 1.04%Increase 300%Source: Marketing Experiments
  • SEARCH-MOJO.COM@searchmojo #mojowebinarPROGRESSIVE PROFILING• Propagating a user’s profile over time• Marketers prioritize the fields to capture
  • SEARCH-MOJO.COM@searchmojo #mojowebinarUSE PROGRESSIVE PROFILING• Inside of the tool– Use the Progressive Profiling form feature• Outside of the tool– Use the API• Helpful for website pages, marketinglibrary logins
  • SEARCH-MOJO.COM@searchmojo #mojowebinarWHY SOCIAL?Facebook LinkedInLikes IndustryGender GenderStatus Update Title and/or FunctionGeographic Region Geographic RegionSchool Company SizeAge Seniority Level
  • SEARCH-MOJO.COM@searchmojo #mojowebinarWHY SOCIAL?
  • SEARCH-MOJO.COM@searchmojo #mojowebinarTWO OPTIONS WITH SOCIAL• Social Form Fill• Social Login
  • SEARCH-MOJO.COM@searchmojo #mojowebinarWHAT IS SOCIAL FORM FILL?1 2
  • SEARCH-MOJO.COM@searchmojo #mojowebinarIMPLEMENTING SOCIAL LOGINON FORMS• Marketing automation tool• Third-party tool• APIhttps://developer.linkedin.com/documents/sign-linkedinhttps://developer.linkedin.com/documents/profile-fields
  • SEARCH-MOJO.COM@searchmojo #mojowebinarSOCIAL LOGIN
  • SEARCH-MOJO.COM@searchmojo #mojowebinarUPCOMING WEBINARThe Convergence of PR and SEO:Harnessing the Power of Content, Socialand Search• May 9, 2013• 2:00 p.m. ET• Register today atwww.search-mojo.com/pr-seo
  • SEARCH-MOJO.COM@searchmojo #mojowebinarWHAT’S NEXT?Interested in hearingmore about SearchMojo’s services?• Reach out to us andstart a conversation!Sean McCustysmccusty@search-mojo.com800-939-5938 x116
  • SEARCH-MOJO.COM@searchmojo #mojowebinarCONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmillerFacebook:www.facebook.com/SearchMojoJenny DeGraffjdegraff@search-mojo.com800-939-5938 x118Google+: +Jennifer DeGraff(and +Search Mojo)Twitter: @JennyDeGraffFacebook:www.facebook.com/SearchMojo