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Advanced Landing Page Tactics


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I gave this presentation at SearchFest up in Portland this past spring in '09. It covers advanced landing page concerns, tactics and strategies. Awesome resource for those of you with solid landing pages, but are looking to gain even more success with some tricks of the trade.

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Advanced Landing Page Tactics

  1. 1. Advanced Landing Page Tactics Presented by: Joanna Lord Co-Founder & CMO @joannalord | SearchFest | March 10, 2009
  2. 2. Face-Smacking Stats… <ul><li>44 % of B2B companies are still driving traffic to the homepage rather then unique landing pages. </li></ul><ul><li>62 % still have 6 or fewer landing pages built out </li></ul><ul><li>52 % actually have landing page testing set-up </li></ul>@joannalord | SearchFest | March 10, 2009 * Stats taken from MarketingSherpa Dec 2008/ summary
  3. 3. What we will NOT be talking about ( but is still worth mentioning…) @joannalord | SearchFest | March 10, 2009 The Basics: Specific To the query, keyword lineage, easy navigation, right fit Clean & Concise Bullets, small paragraphs, drop unneeded fields Call to Action Big, clear, visually appealing, buzz word usage Branded, Certified, Trusted Positive words, official site, certified seal, personable
  4. 4. What we will be talking about… @joannalord | SearchFest | March 10, 2009 How to make every user worth more to you.
  5. 5. The 2 Sides of Advanced @joannalord | SearchFest | March 10, 2009 On-Site Tactics Multivariate testing Multi-page pathways Secondary conversions Branding Create an experience In-House Tactics Streamline Automate Connect multiple goals
  6. 6. In-House Tactics @joannalord | SearchFest | March 10, 2009 Streamline every process possible Build Out Landing Page Templates Content Management System Auto-Expire Pages Preview/ Q&A System Data Collection Auto-Remove Bad Performers
  7. 7. On-Site Tactics… a little more ( okay lot more ) complicated @joannalord | SearchFest | March 10, 2009 Secondary Conversion Advertisement Addressing Customer Concerns Dual Audience Safety Primary Conversion Multi-Media Attention Grabber Dual Nav Options
  8. 8. 1. Anticipate User Flows @joannalord | SearchFest | March 10, 2009 <ul><li>Dual Option Button (pre-page them) </li></ul><ul><li>Multiple Page Pathway </li></ul><ul><li>Present Same Info 2 Ways </li></ul><ul><ul><li>Visually/Text </li></ul></ul><ul><ul><li>Standard/Rich Media </li></ul></ul><ul><ul><li>On Site/Downloadable </li></ul></ul>
  9. 9. 2. Go Beyond Conversion <ul><li>Branding/Post-Conversion Focus </li></ul><ul><li>Viral/Social Media Add-Ons </li></ul><ul><li>(Tweet This/Become a Fan/Share This) </li></ul><ul><li>- Interaction/TOS </li></ul>@joannalord | SearchFest | March 10, 2009
  10. 10. 3. Push Your Testing <ul><li>Multivariate (simultaneous testing of variables) </li></ul><ul><li>Macro-summary of data </li></ul><ul><li>Multiple toolsets & integration </li></ul>@joannalord | SearchFest | March 10, 2009
  11. 11. @joannalord | SearchFest | March 10, 2009
  12. 12. Summary for those of you Tweeting… <ul><li>2 Sides of Advanced Landing Page Optimization </li></ul><ul><ul><li>In-House </li></ul></ul><ul><ul><ul><li>Streamline/Automate </li></ul></ul></ul><ul><ul><li>On-Site </li></ul></ul><ul><ul><ul><li>Anticipate more complex pathways </li></ul></ul></ul><ul><ul><ul><li>Redefine conversion for you company </li></ul></ul></ul><ul><ul><ul><li>Push your testing parameters and revisit data collection </li></ul></ul></ul>@joannalord | SearchFest | March 10, 2009
  13. 13. That about does it… Thank You!! Questions or Comments? Email: Twitter: @joannalord @joannalord | SearchFest | March 10, 2009