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=gmc vs http://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%20Solutions

    Vs.

    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=tbnbissell

    Vs.

    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

  • JENNY
    Add link to how to set up experiment video
  • JENNY
    Add link to how to set up experiment video
  • JENNY
    Add link to how to set up experiment video
  • JENNY
  • JENNY
    Samples of tests we’ve done.. Use a poll to see what people think the winner was.
  • JENNY
    Samples of tests we’ve done.. Use a poll to see what people think the winner was.
  • JENNY
    Samples of tests we’ve done.. Use a poll to see what people think the winner was.
  • REPLACE WITH JANET AND JENNY
  • Land More Leads With Your Landing Pages

    1. 1. @marketingmojo | #mojowebinar | marketing-mojo.com LAND MORE LEADS WITH YOUR LANDING PAGES Jenny DeGraff, Web and graphic designer Janet Driscoll Miller, President and CEO
    2. 2. @marketingmojo | #mojowebinar | marketing-mojo.com TODAY’S PRESENTERS Janet Driscoll Miller President and CEO, Marketing Mojo Follow on Twitter: @janetdmiller Jenny DeGraff Web and Graphic Designer, Marketing Mojo Follow on Twitter: @JennyDeGraff
    3. 3. @marketingmojo | #mojowebinar | marketing-mojo.com ABOUT MARKETING 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, Silverpop and Hubspot
    4. 4. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS
    5. 5. @marketingmojo | #mojowebinar | marketing-mojo.com IT STARTS BEFORE THE LANDING PAGE…
    6. 6. @marketingmojo | #mojowebinar | marketing-mojo.com KEEPING THE PROMISE • Keyword and ad should match • Ad message and landing page message should match • Consistency in the message across keyword, ad and landing page
    7. 7. @marketingmojo | #mojowebinar | marketing-mojo.com
    8. 8. @marketingmojo | #mojowebinar | marketing-mojo.com
    9. 9. @marketingmojo | #mojowebinar | marketing-mojo.com
    10. 10. @marketingmojo | #mojowebinar | marketing-mojo.com DYNAMIC KEYWORD INSERTION (DKI) • Often messes up the promise! • Common issue with online retailers › So much inventory – can be tough to personalize properly
    11. 11. @marketingmojo | #mojowebinar | marketing-mojo.com DATA-DRIVEN LANDING PAGE DESIGN
    12. 12. @marketingmojo | #mojowebinar | marketing-mojo.com WHY TEST? • Guessing vs. Knowing › 4 seconds to capture attention › The stage in the campaign funnel most vulnerable to abandonment › Ensure maximum return on your marketing investments
    13. 13. @marketingmojo | #mojowebinar | marketing-mojo.com TYPES OF TESTING • A|B Testing › Tests one whole page against another • Multivariate Testing › Tests multiple elements on a page vs. each other in combinations vs.
    14. 14. @marketingmojo | #mojowebinar | marketing-mojo.com TESTING USING GOOGLE EXPERIMENTS • Replaced Google Website Optimizer • Integrated • Uses Goals
    15. 15. @marketingmojo | #mojowebinar | marketing-mojo.com TESTING USING GOOGLE EXPERIMENTS • A|B|N Testing • Test up to 5 full versions of a single page VS
    16. 16. @marketingmojo | #mojowebinar | marketing-mojo.com TESTING USING GOOGLE EXPERIMENTS • Multi-Armed Bandit
    17. 17. @marketingmojo | #mojowebinar | marketing-mojo.com TEST EVERYTHING • Don’t be a lemming • Or blindly follow the HPPO
    18. 18. @marketingmojo | #mojowebinar | marketing-mojo.com THINGS TO TEST • Form on every page • Button colors • Page layout • Headlines • Copy • Images • Video
    19. 19. @marketingmojo | #mojowebinar | marketing-mojo.com HEADLINE TEST ORIGINAL VARIATION 65% Increase in Conversions
    20. 20. @marketingmojo | #mojowebinar | marketing-mojo.com HERO SHOT TEST 68% Increase in Conversions ORIGINAL VARIATION
    21. 21. @marketingmojo | #mojowebinar | marketing-mojo.com HEADLINE AND BUTTON TEST 30% Increase in Conversions ORIGINAL VARIATION
    22. 22. @marketingmojo | #mojowebinar | marketing-mojo.com MARKETING AUTOMATION
    23. 23. @marketingmojo | #mojowebinar | marketing-mojo.com SHORTER FORMS = HIGHER CONVERSION Source: Marketo
    24. 24. @marketingmojo | #mojowebinar | marketing-mojo.com SHORTER FORMS = HIGHER CONVERSION • Reduced 9 form fields to only 3 Landing Page Conversion Long Checkout 0.26% Short Checkout 1.04% Increase 300% Source: Marketing Experiments
    25. 25. @marketingmojo | #mojowebinar | marketing-mojo.com PROGRESSIVE PROFILING • Propagating a user’s profile over time • Marketers prioritize the fields to capture
    26. 26. @marketingmojo | #mojowebinar | marketing-mojo.com USE PROGRESSIVE PROFILING • Inside of the tool › Use the Progressive Profiling form feature • Outside of the tool › Use the API » Helpful for website pages, marketing library logins
    27. 27. @marketingmojo | #mojowebinar | marketing-mojo.com WHY SOCIAL? Facebook LinkedIn Likes Industry Gender Gender Status Update Title and/or Function Geographic Region Geographic Region School Company Size Age Seniority Level
    28. 28. @marketingmojo | #mojowebinar | marketing-mojo.com WHY SOCIAL?
    29. 29. @marketingmojo | #mojowebinar | marketing-mojo.com TWO OPTIONS WITH SOCIAL • Social Form Fill • Social Login
    30. 30. @marketingmojo | #mojowebinar | marketing-mojo.com WHAT IS SOCIAL FORM FILL? 1 2
    31. 31. @marketingmojo | #mojowebinar | marketing-mojo.com IMPLEMENTING SOCIAL LOGIN ON FORMS • Marketing automation tool • Third-party tool • API https://developer.linkedin.com/documents/sign-linkedin https://developer.linkedin.com/documents/profile-fields
    32. 32. @marketingmojo | #mojowebinar | marketing-mojo.com SOCIAL LOGIN
    33. 33. @marketingmojo | #mojowebinar | marketing-mojo.com CONTACT Janet Driscoll Miller jmiller@marketing-mojo.com 800-939-5938 x101 Google+: +Janet Driscoll Miller Twitter: @janetdmiller Jenny DeGraff jdegraff@marketing-mojo.com 800-939-5938 x118 Google+: +Jennifer DeGraff Twitter: @JennyDeGraff

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