THE BEST TACTICS INLANDING PAGE OPTIMIZATIONPRESENTED BY:JANET DRISCOLL MILLERPRESIDENT AND CEO, SEARCH MOJOPUBCONOCTOBER ...
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           ...
4. KEEP FORMS SHORT• The shorter the form, the more likely the  visitor will fill it out.• Gauge how much information you ...
5. DON’T FORGET GOOD USABILITY!• Try to repeat keyword in the headline of  the page• Use imagery when possible• Make copy ...
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 th...
EASY PROGRESSIVE PROFILING WITHCONVERSION PATHS
EASY PROGRESSIVE PROFILING WITHCONVERSION PATHS             42.3% of           Respondents              Fill Out          ...
WHY SOCIAL?• Offers what search often lacks  – High level of demographic targeting         Facebook                   Link...
USING COOKIES WITH SOCIAL ADSAd targeted towards                     Landing page, focused     dog lovers                 ...
IMPLEMENTING SOCIAL LOGIN ONLANDING PAGES• Marketing automation• Third-party tool• API      https://developer.linkedin.com...
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 profili...
CONTACTJanet Driscoll Millerjmiller@search-mojo.com800-939-5938 x101Google+: +Janet Driscoll Miller(and +Search Mojo)Twitt...
The Best in Landing Page Optimization Tips
The Best in Landing Page Optimization Tips
The Best in Landing Page Optimization Tips
The Best in Landing Page Optimization Tips
The Best in Landing Page Optimization Tips
The Best in Landing Page Optimization Tips
The Best in Landing Page Optimization Tips
The Best in Landing Page Optimization Tips
The Best in Landing Page Optimization Tips
The Best in Landing Page Optimization Tips
The Best in Landing Page Optimization Tips
The Best in Landing Page Optimization Tips
The Best in Landing Page Optimization Tips
The Best in Landing Page Optimization Tips
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The Best in Landing Page Optimization Tips

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Did you miss Janet Driscoll Miller's presentation at Pubcon on the best in landing page optimization tips? Check out the presentation here and learn the basic tactics to use, as well as advanced landing page tactics including progressive profiling, conversion paths, and social integration.

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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 of "The Best in Landing Page Optimization Tips"

    1. 1. THE BEST TACTICS INLANDING PAGE OPTIMIZATIONPRESENTED BY:JANET DRISCOLL MILLERPRESIDENT AND CEO, SEARCH MOJOPUBCONOCTOBER 16, 2012
    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 Website Marketing Automation CRM
    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 WITHCONVERSION PATHS
    17. 17. EASY PROGRESSIVE PROFILING WITHCONVERSION 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. 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
    20. 20. 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
    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. 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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