SEARCH-MOJO.COM@searchmojo #mojowebinarABOUT SEARCH MOJO• Search engine marketing firm founded in 2005– Search engine opti...
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 messa...
SEARCH-MOJO.COM@searchmojo #mojowebinarDYNAMIC KEYWORD INSERTION (DKI)• Often messes up the promise!• Common issue with on...
@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 c...
SEARCH-MOJO.COM@searchmojo #mojowebinarTYPES OF TESTING• A|B Testing– Tests one whole pageagainst another• Multivariate Te...
SEARCH-MOJO.COM@searchmojo #mojowebinarTESTING USING GOOGLE EXPERIMENTS• Replaced Google Website Optimizer• Integrated• Us...
SEARCH-MOJO.COM@searchmojo #mojowebinarTESTING USING GOOGLE EXPERIMENTS• A|B|N Testing• Test up to 5 full versions of a si...
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• Im...
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 Conv...
SEARCH-MOJO.COM@searchmojo #mojowebinarPROGRESSIVE PROFILING• Propagating a user’s profile over time• Marketers prioritize...
SEARCH-MOJO.COM@searchmojo #mojowebinarUSE PROGRESSIVE PROFILING• Inside of the tool– Use the Progressive Profiling form f...
SEARCH-MOJO.COM@searchmojo #mojowebinarWHY SOCIAL?Facebook LinkedInLikes IndustryGender GenderStatus Update Title and/or F...
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• API...
SEARCH-MOJO.COM@searchmojo #mojowebinarSOCIAL LOGIN
SEARCH-MOJO.COM@searchmojo #mojowebinarUPCOMING WEBINARThe Convergence of PR and SEO:Harnessing the Power of Content, Soci...
SEARCH-MOJO.COM@searchmojo #mojowebinarWHAT’S NEXT?Interested in hearingmore about SearchMojo’s services?• Reach out to us...
SEARCH-MOJO.COM@searchmojo #mojowebinarCONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet...
Land More Leads With Your Landing Pages
Land More Leads With Your Landing Pages
Land More Leads With Your Landing Pages
Land More Leads With Your Landing Pages
Land More Leads With Your Landing Pages
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Land More Leads With Your Landing Pages

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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

    1. 1. @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
    2. 2. 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
    3. 3. 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
    4. 4. SEARCH-MOJO.COM@searchmojo #mojowebinarOUR CLIENTS
    5. 5. @SEARCHMOJOSEARCH-MOJO.COM800.939.5938IT STARTS BEFORE THE LANDINGPAGE…
    6. 6. 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
    7. 7. 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
    8. 8. @SEARCHMOJOSEARCH-MOJO.COM800.939.5938DATA-DRIVENLANDING PAGE DESIGN
    9. 9. 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
    10. 10. 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.
    11. 11. SEARCH-MOJO.COM@searchmojo #mojowebinarTESTING USING GOOGLE EXPERIMENTS• Replaced Google Website Optimizer• Integrated• Uses Goals
    12. 12. SEARCH-MOJO.COM@searchmojo #mojowebinarTESTING USING GOOGLE EXPERIMENTS• A|B|N Testing• Test up to 5 full versions of a singlepageVS
    13. 13. SEARCH-MOJO.COM@searchmojo #mojowebinarTESTING USING GOOGLE EXPERIMENTS• Multi-Armed Bandit• www.search-mojo.com/experiments
    14. 14. SEARCH-MOJO.COM@searchmojo #mojowebinarTEST EVERYTHING• Don’t be a lemming• Or blindly followthe HPPO
    15. 15. SEARCH-MOJO.COM@searchmojo #mojowebinarTHINGS TO TEST• Form on every page• Button colors• Page layout• Headlines• Copy• Images• Video
    16. 16. SEARCH-MOJO.COM@searchmojo #mojowebinarHEADLINE TESTORIGINAL VARIATION65%Increase inConversions
    17. 17. SEARCH-MOJO.COM@searchmojo #mojowebinarHERO SHOT TEST68%Increase inConversionsORIGINAL VARIATION
    18. 18. SEARCH-MOJO.COM@searchmojo #mojowebinarHEADLINE AND BUTTON TEST30%Increase inConversionsORIGINAL VARIATION
    19. 19. @SEARCHMOJOSEARCH-MOJO.COM800.939.5938MARKETING AUTOMATION
    20. 20. SEARCH-MOJO.COM@searchmojo #mojowebinarSHORTER FORMS = HIGHER CONVERSIONSource: Marketo
    21. 21. 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
    22. 22. SEARCH-MOJO.COM@searchmojo #mojowebinarPROGRESSIVE PROFILING• Propagating a user’s profile over time• Marketers prioritize the fields to capture
    23. 23. 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
    24. 24. SEARCH-MOJO.COM@searchmojo #mojowebinarWHY SOCIAL?Facebook LinkedInLikes IndustryGender GenderStatus Update Title and/or FunctionGeographic Region Geographic RegionSchool Company SizeAge Seniority Level
    25. 25. SEARCH-MOJO.COM@searchmojo #mojowebinarWHY SOCIAL?
    26. 26. SEARCH-MOJO.COM@searchmojo #mojowebinarTWO OPTIONS WITH SOCIAL• Social Form Fill• Social Login
    27. 27. SEARCH-MOJO.COM@searchmojo #mojowebinarWHAT IS SOCIAL FORM FILL?1 2
    28. 28. 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
    29. 29. SEARCH-MOJO.COM@searchmojo #mojowebinarSOCIAL LOGIN
    30. 30. 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
    31. 31. 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
    32. 32. 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

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