[PUBCON 2013] Post-Click Marketing: Landing Page Optimization
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[PUBCON 2013] Post-Click Marketing: Landing Page Optimization



Janet Driscoll Miller's presentation from the Pubcon 2013 session "Post-Click Marketing: Landing Page Optimization."

Janet Driscoll Miller's presentation from the Pubcon 2013 session "Post-Click Marketing: Landing Page Optimization."



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  • Make sure ad messaging and landing page messaging match.Do a sample search for “hello kitty raincoats”Show example of ad/landing page that don’t match message and one example that does.Another example: “chevy minivans”Lands on http://www.chevydealer.com/?cs:pro=cgt2&cs:dma=584&cs:loc=en_US&cs:e=g&cs:gn=s&cs:cid=7207910896&cs:kw=chevy&cs:kt=4101402100&gclid=COPg2o3itaoCFQXc4AodYwQ54Qvshttp://www.carmax.com/enus/search-results/default.html?Ep=semlandingpage&ADc=90&ANa=4294967083+4294966921&search=chevy&adcode=GOOAW210150E&s=0&AZ=24210
  • Use example of Seimenspae:http://www.siemens-enterprise.com/us/products/unified-communications-collaboration/openscape-web-collaboration/webtrial.aspx?sc_pst=COMWebexCollab&gclid=COKUoYbftaoCFUJn5QodLmVx7Ahttp://www.paetec.com/products-services/voice/dynamic-ip/overview.html?cmpid=ps_sbr_pr_voiceip_voicedynamicip2&9gtype=search&9gkw=VoIP%20providers&9gad=7940871554.1&9gag=1542535904&gclid=CMvmgKDgtaoCFQHf4Aodaloq6Ahttp://www.embroiderysuperstore.com/embroidery/logo_embroidery.aspx?source=adwords&gclid=CKvJ_vDgtaoCFYLd4AodxBp75g
  • Use “cloud computing monitoring”http://www.netsuite.com/portal/seo-landing-page/business-software/main.html?gclid=COuo0-HmtaoCFct95QoduEJx9wVs. https://www.rightscale.com/s/cloud-computing-management.php?_kk=cloud%2520computing%2520monitoring&_kt=a7d1a613-260c-4dc3-beaf-4b7b1fa88cba&gclid=COv1i_7mtaoCFYLd4AodxBp75g
  • Marketing automation example
  • Up to 80%
  • Offer additional assetForm is completely optionalUp to 80% fill out the optional form

[PUBCON 2013] Post-Click Marketing: Landing Page Optimization [PUBCON 2013] Post-Click Marketing: Landing Page Optimization Presentation Transcript

  • • Keyword and ad should match • Ad message and landing page message should match @searchmojo SEARCH-MOJO.COM
  • @searchmojo SEARCH-MOJO.COM View slide
  • • Reduce the number of choices • Make the call to action stand out @searchmojo SEARCH-MOJO.COM View slide
  • • Use a complementary color to the overall page color scheme @searchmojo SEARCH-MOJO.COM
  • • Don’t expect visitors to scroll • Keep key messages above the fold @searchmojo SEARCH-MOJO.COM
  • Source: Marketo @searchmojo SEARCH-MOJO.COM
  • • Reduced 9 form fields to only 3 Landing Page Conversion Long Checkout 0.26% Short Checkout 1.04% Increase 300% Source: Marketing Experiments @searchmojo SEARCH-MOJO.COM
  • • The shorter the form, the more likely the visitor will fill it out. • Gauge how much information you really need. – Ex: Phone number – do you call them? • Gauge the value of the exchange – Is this offer really worth all of this information? @searchmojo SEARCH-MOJO.COM
  • • Try to repeat keyword in the headline of the page • Use imagery when possible • Make copy short, easy to read – Concise – bullet points are good @searchmojo SEARCH-MOJO.COM
  • • Customer logos • Awards/ certifications @searchmojo SEARCH-MOJO.COM
  • Website Salesforce.com @searchmojo SEARCH-MOJO.COM
  • • Propagating a user’s profile over time • Marketers prioritize the fields to capture @searchmojo SEARCH-MOJO.COM
  • • Inside of the tool – Use the Progressive Profiling form feature • Outside of the tool – Use the API • Helpful for website pages, marketing library logins @searchmojo SEARCH-MOJO.COM
  • @searchmojo SEARCH-MOJO.COM
  • 42.3% of Respondents Fill Out Additional Information @searchmojo SEARCH-MOJO.COM
  • • Offers what search often lacks – High level of demographic targeting Facebook Likes Industry Gender Gender Status Update Title and/or Function Geographic Region Geographic Region School Company Size Age @searchmojo LinkedIn Seniority Level SEARCH-MOJO.COM
  • Landing page, focused on dog products Ad targeted towards dog lovers User clicks on social ad Mark person as dog lover
  • @searchmojo SEARCH-MOJO.COM
  • • Marketing automation • Third-party tool • API @searchmojo https://developer.linkedin.com/documents/sign-linkedin https://developer.linkedin.com/documents/profile-fields SEARCH-MOJO.COM
  • 10% used social login @searchmojo SEARCH-MOJO.COM
  • • Free A|B testing tool now embedded in Google Analytics • Only allows for A|B testing @searchmojo SEARCH-MOJO.COM
  • • Always keep the promise! • Follow the basic rules of good landing pages • Consider using progressive profiling • Consider trying social media • ABT: Always be testing @searchmojo SEARCH-MOJO.COM
  • Janet Driscoll Miller jmiller@search-mojo.com 800-939-5938 x101 Google+: +Janet Driscoll Miller (and +Search Mojo) Twitter: @janetdmiller Facebook: www.facebook.com/SearchMojo @searchmojo SEARCH-MOJO.COM