The Best in Landing Page Optimization Tips

THE BEST TACTICS INLANDING PAGE OPTIMIZATIONPRESENTED BY:JANET DRISCOLL MILLERPRESIDENT AND CEO, SEARCH MOJOPUBCONOCTOBER 16, 2012

BASIC TACTICS

1. KEEP THE PROMISE• Keyword and ad should match• Ad message and landing page message should match

2. INCLUDE A CALL TO ACTION…

… AND MAKE IT CLEAR!• Reduce the number of choices• Make the call to action stand out

CALL TO ACTION: COLORS• Use a complementary color to the overall page color scheme

3. KEY MESSAGES “ABOVE THE FOLD”• Don’t expect visitors to scroll• Keep key messages above the fold

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

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?

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

6. CONSIDER ADDING “TRUST BADGES”• Customer logos• Awards/ certifications

ADVANCED TACTICS

CONSIDER MARKETING AUTOMATION Website Marketing Automation CRM

WHAT IS PROGRESSIVE PROFILING?• Propagating a user’s profile over time• Marketers prioritize the fields to capture

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

EASY PROGRESSIVE PROFILING WITHCONVERSION PATHS

EASY PROGRESSIVE PROFILING WITHCONVERSION PATHS 42.3% of Respondents Fill Out Additional Information

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

USING COOKIES WITH SOCIAL ADSAd targeted towards Landing page, focused dog lovers on dog products User clicks on social ad Mark person as dog lover

IMPLEMENTING SOCIAL LOGIN ONLANDING PAGES• Marketing automation• Third-party tool• API https://developer.linkedin.com/documents/sign-linkedin https://developer.linkedin.com/documents/profile-fields

ABT:ALWAYS BE TESTING!

TEST USING GOOGLE ANALYTICS• Free A|B testing tool now embedded in Google Analytics• Only allows for A|B testing

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

CONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmillerFacebook: www.facebook.com/SearchMojo

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The Best in Landing Page Optimization Tips

by Search Mojo on Oct 16, 2012

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