Pubcon New Orleans: Best Tactics in Landing Page Optimization

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Janet Driscoll Miller shares her best tactics in landing page optimization from her session at Pubcon New Orleans 2013. From great basic tips to more advanced tactics like progressive profiling and social login buttons, Janet shares many different angles to try when making the most of landing pages to improve conversion rates.

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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=COPg2o3itaoCFQXc4AodYwQ54Q vs http://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 Seimens pae:
    http://www.siemens-enterprise.com/us/products/unified-communications-collaboration/openscape-web-collaboration/webtrial.aspx?sc_pst=COMWebexCollab&gclid=COKUoYbftaoCFUJn5QodLmVx7A
    http://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=CMvmgKDgtaoCFQHf4Aodaloq6A
    http://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-HmtaoCFct95QoduEJx9w
    Vs. 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 asset
    Form is completely optional
    Up to 80% fill out the optional form
  • Pubcon New Orleans: Best Tactics in Landing Page Optimization

    1. 1. PRESENTED BY: JANET DRISCOLL MILLER PRESIDENT AND CEO, SEARCH MOJO PUBCON OCTOBER 16, 2012 THE BEST TACTICS IN LANDING PAGE OPTIMIZATION
    2. 2. BASIC TACTICS
    3. 3. 1. KEEP THE PROMISE • Keyword and ad should match • Ad message and landing page message should match
    4. 4. 2. INCLUDE A CALL TO ACTION…
    5. 5. … AND MAKE IT CLEAR! • Reduce the number of choices • Make the call to action stand out
    6. 6. CALL TO ACTION: COLORS • Use a complementary color to the overall page color scheme
    7. 7. 3. KEY MESSAGES “ABOVE THE FOLD” • Don’t expect visitors to scroll • Keep key messages above the fold
    8. 8. WHY REDUCE FORM FIELDS? • Reduced 9 form fields to only 3 Landing Page Conversion Long Checkout 0.26% Short Checkout 1.04% Increase 300% Source: Marketing Experiments
    9. 9. 4. KEEP FORMS SHORT • 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?
    10. 10. 5. DON’T FORGET GOOD USABILITY! • 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
    11. 11. 6. CONSIDER ADDING “TRUST BADGES” • Customer logos • Awards/ certifications
    12. 12. ADVANCED TACTICS
    13. 13. CONSIDER MARKETING AUTOMATION CRM Marketing Automation Website
    14. 14. WHAT IS PROGRESSIVE PROFILING? • Propagating a user’s profile over time • Marketers prioritize the fields to capture
    15. 15. 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
    16. 16. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
    17. 17. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 42.3% of Respondents Fill Out Additional Information
    18. 18. WHY SOCIAL? • Offers what search often lacks – High level of demographic targeting Facebook LinkedIn Likes Industry Gender Gender Status Update Title and/or Function Geographic Region Geographic Region School Company Size Age Seniority Level
    19. 19. User clicks on social ad Mark person as dog lover Ad targeted towards dog lovers Landing page, focused on dog products USING COOKIES WITH SOCIAL ADS
    20. 20. IMPLEMENTING SOCIAL LOGIN ON LANDING PAGES • Marketing automation • Third-party tool • API https://developer.linkedin.com/documents/sign-linkedin https://developer.linkedin.com/documents/profile-fields
    21. 21. ABT: ALWAYS BE TESTING!
    22. 22. TEST USING GOOGLE ANALYTICS • Free A|B testing tool now embedded in Google Analytics • Only allows for A|B testing
    23. 23. KEY TAKEAWAYS • Always keep the promise! • Follow the basic rules of good landing pages • Consider using progressive profiling • Consider trying social media • ABT: Always be testing
    24. 24. CONTACT 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

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