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 …

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=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

Transcript

  • 1. PRESENTED BY:JANET DRISCOLL MILLERPRESIDENT AND CEO, SEARCH MOJOPUBCON SOUTHAPRIL 24, 2013THE BEST TACTICS INLANDING PAGE OPTIMIZATION
  • 2. BASIC TACTICS
  • 3. 1. KEEP THE PROMISE• Keyword and ad should match• Ad message and landing page messageshould match
  • 4. 2. INCLUDE A CALL TO ACTION…
  • 5. … AND MAKE IT CLEAR!• Reduce the number of choices• Make the call to action stand out
  • 6. CALL TO ACTION: COLORS• Use a complementarycolor to the overall pagecolor scheme
  • 7. 3. KEY MESSAGES “ABOVE THE FOLD”• Don’t expect visitors to scroll• Keep key messages above the fold
  • 8. WHY REDUCE FORM FIELDS?Source: Marketo
  • 9. WHY REDUCE FORM FIELDS?• Reduced 9 form fields to only 3Landing Page ConversionLong Checkout 0.26%Short Checkout 1.04%Increase 300%Source: Marketing Experiments
  • 10. 4. KEEP FORMS SHORT• The shorter the form, the more likely thevisitor will fill it out.• Gauge how much information you reallyneed.– Ex: Phone number – do you call them?• Gauge the value of the exchange– Is this offer really worth all of thisinformation?
  • 11. 5. DON’T FORGET GOOD USABILITY!• Try to repeat keyword in the headline ofthe page• Use imagery when possible• Make copy short, easy to read– Concise – bullet points are good
  • 12. 6. CONSIDER ADDING “TRUST BADGES”• Customerlogos• Awards/certifications
  • 13. ADVANCED TACTICS
  • 14. MARKETING AUTOMATIONSalesforce.comWebsite
  • 15. WHAT IS PROGRESSIVE PROFILING?• Propagating a user’s profile over time• Marketers prioritize the fields to capture
  • 16. USE 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
  • 17. EASY PROGRESSIVE PROFILING WITHCONVERSION PATHS
  • 18. EASY PROGRESSIVE PROFILING WITHCONVERSION PATHS42.3% ofRespondentsFill OutAdditionalInformation
  • 19. WHY SOCIAL?• Offers what search often lacks– High level of demographic targetingFacebook LinkedInLikes IndustryGender GenderStatus Update Title and/or FunctionGeographic Region Geographic RegionSchool Company SizeAge Seniority Level
  • 20. User clickson social adMarkperson asdog loverAd targeted towardsdog loversLanding page, focusedon dog productsUSING COOKIES WITH SOCIAL ADS
  • 21. SOCIAL LOGIN
  • 22. SOCIAL LOGIN• Marketing automation• Third-party tool• APIhttps://developer.linkedin.com/documents/sign-linkedinhttps://developer.linkedin.com/documents/profile-fields
  • 23. SOCIAL LOGIN10%usedsocial login
  • 24. TEST USING GOOGLE ANALYTICS• Free A|Btestingtool nowembeddedin GoogleAnalytics• Onlyallows forA|Btesting
  • 25. KEY TAKEAWAYS• Always keep the promise!• Follow the basic rules of good landingpages• Consider using progressive profiling• Consider trying social media• ABT: Always be testing
  • 26. CONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmillerFacebook:www.facebook.com/SearchMojo