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Winning at the Moment of Truth: Beyond Landing Pages To Capture Conversions
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What Is The Moment Of Truth?
Why Does It Matter?
7 Characteristics OF MOTs That Win
Statistics And Examples To Inspire You
What’s Inside...
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71%of people use the internet on a
daily basis for their business
purchase decisions.
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What does that 71% do?
Will they stay on your pages?
Will they engage on your pages?
Will they take action on your pages?
Will you build a relationship that endures?
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Lindgaard G., Fernandes G. J., Dudek C. & Brown, J., "Attention web designers: You have 50 milliseconds to
make a good first impression!", Behaviour and Information Technology, 25:115 - 126 (2006).
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Impress Instantly
Engage Deeply
Experiment Boldly
Move Quickly
Target Precisely
Play Nicely
Connect Everywhere
7 Characteristics
of Winning Moments of Truth
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Beauty is underrated.
People do judge a book by its cover.
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Are you making the right first impression?
• Stock imagery
• Clunky design
• Lacks credibility
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Do you care about your visitor's experience?
If only my fingers
were a little
smaller!
Too many
choices...
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Differentiate your brand from the rest.
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• Device-optimized
• Clear message
• Intuitive design
• Finger-friendly
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• Beautiful imagery
• Simple, focused content
• Clear call-to-action
• Multi-page
• Multi-step
• Progressive conversion
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"Great digital experiences don't
happen by accident...they must
be actively designed."
- Forrester, July 2012
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Did an online experience
influence whether or not you
purchased a product or
service from a brand?
Q:
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A: YES
97%- 2009 Razorfish Digital Brand Experience Report
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Design digital experiences your visitors will love
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Forget formula.
Break out of the boring 1-page landing page box.
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"74% of businesses believe
user experience is key for
improving sales"
- eConsultancy Q1 2013
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Are you compelling your visitors to take action?
• No imagery
• No design
• No call-to-action
• Painful form
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Are you going beyond the page?
• Too much copy
• Overwhelming
page
• No call-to-action
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Are you differentiating from your competitors?
• Generic content
• Poor targeting
• No value prop
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• Seductive design
• Highly relevant
• Highly valuable
• Deeply engaging
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• Hyper-targeted
• Highly focused
• Contextually relevant
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• Progressive conversion
• Propels through funnel
• Personalized experience
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• User-centric
• App-like
• No scrolling. No pinching
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Who's afraid of the big, bold test?
Not I!
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320% increase in leads
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110% lift in conversion rate
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700% conversion lift over
benchmark pages
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A series of test
waves leads to
a 264%
conversion lift
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Don’t guess what your visitors will love...
Test it...to know for sure.
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Be agile. Move quickly.
Stay swift.
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Even with the explosion of online marketing
touchpoints...
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...we must ensure every experience is a great one.
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"As soon as we get statistical significance on a test, we drive
immediately to a champion in real time. On Mother’s Day
alone, the real-time change in traffic splits resulted in over
$45,000 in incremental revenue. "
Move quickly to move the conversion needle.
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Landing experiences must be reusable.
And disposable.
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"The goals of Agile Marketing are to
improve the speed, predictability,
transparency, and adaptability to
change of the marketing function."
- Jim Ewel
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"Agile leads to marketing that is done in
a rapid, iterative, experimental, don’t-
be-afraid-to-fail fashion…"
- Jim Ewel
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DESIGNER
WRITER
CODER
AGENCY
IT
Dependency on resources slows speed-to-market.
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DESIGNER
WRITER
CODER
AGENCY
IT
MARKETERS
Agile puts marketers in the driver's seat
& increases speed-to-market.
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Dynamic keyword targeting
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North America Latin America Asia
Localization
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Audience Segmentation
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Audience Segmentation
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"A ‘set it and forget it’ approach to
web content simply won't work in
today's dynamic marketing
environment."
- Aberdeen Group, June 2012
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No moment of truth is an island.
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Great post-click experiences help you generate
more value from your other marketing investments.
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7. Connect everywhere
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$11.4 billion mobile
advertising revenue
in 2013
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$24.5 billion mobile
advertising revenue
in 2016
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400% growth
over 5 years
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Connect with everyone. Everywhere.
On every device.
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“Businesses are using mobile for
engagement rather than profit.”
Profit counts too!
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Only
28%
tracking performance indicators
Measure your mobile in order
to make it more effective!
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"In 2013 mobile phones will take
over PCs as the most common
web access device worldwide."
- Gartner
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"Marketers came up short in an
analysis of consumers’ mobile
expectations...need to step up their
game."
- Mobile Marketer, 12/12
- 67. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
Impress Instantly
Engage Deeply
Experiment Boldly
Move Quickly
Target Precisely
Play Nicely
Connect Everywhere
7 Characteristics
of Winning Moments of Truth
- 68. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
Go beyond landing pages…
to win at the moment of truth!
Get the free 50
Best Landing Page
Practices Guide!
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We help brands win at the moment of truth with
effective landing pages.
90% of our customers report positive ROI.
Find out more:
http://www.ioninteractive.com
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Thank you!
@ioninteractive
info@ioninteractive.com