Advanced Landing Pages for Higher Online Conversions

1,826 views

Published on

Slides from the February 25, 2009 Search Engine Strategies Webinar, Advanced Landing Pages for Higher Online Conversions

Published in: Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,826
On SlideShare
0
From Embeds
0
Number of Embeds
369
Actions
Shares
0
Downloads
80
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Advanced Landing Pages for Higher Online Conversions

  1. 1. Advanced Landing Page Strategies for Higher Online Conversions Presented by ion interactive www.ioninteractive.com twitter: ion_interactive phone: 888-466-4332 February 25, 2009 1
  2. 2. Today About ion interactive Post-click marketing as a competitive advantage Best practices to improve conversion quality & quantity The ROI case for post-click marketing 2
  3. 3. ion interactive Online marketing since 1998 Offices in Florida & Massachusetts Focus on strategic post-click marketing 3
  4. 4. What we do We make online marketing more effective Create effective landing experiences— landing pages, microsites, conversion paths Manage post-click marketing campaigns, testing and analysis Improve online conversions 4
  5. 5. Who we do it for 5
  6. 6. The results conversion rate industry average ion client average 6
  7. 7. 333% 7
  8. 8. 8
  9. 9. Online marketing Clicks you don’t have control over: SEO Social Viral Clicks you do have control over: SEM Display/banners Email Affiliates 9
  10. 10. How you engage your respondents after they click determines whether or not they will engage with you. 10
  11. 11. Independent research confirms... “Based on a recent study, it is possible that your competitors could be generating five times the ROI as you are with comparable messaging and spending. What can you do right now to increase the ROI of your ad campaign? Pay more attention to the post-click experience.” -Miro Kazakoff, Managing Director, Compete, Inc. 11
  12. 12. 5-30x 12
  13. 13. 13
  14. 14. Post-click marketing Ads are links. Where do your links go? Landing pages Microsites Conversion paths 14
  15. 15. 15
  16. 16. 3.84% 16
  17. 17. Best practices to boost your ROI Beyond the website Message match Preconversion segmentation Experiences, not pages Test, test, test, test, test...and test some more Flash, video, social, behavioralization 17
  18. 18. Beyond the website 18
  19. 19. Specific landing pages improve conversions 19
  20. 20. Converts 20% better than home page control 20
  21. 21. 21
  22. 22. Segments convert 100-500% better than home page control 22
  23. 23. Beyond the website Free of the encumbrances of the brand website—more agile, easier to apply testing & learning for each unique source of traffic Ad-specific destination matches the message the user clicked on Conversion-focused destination User-directed, marketer controlled (vs. user controlled) 23
  24. 24. The ad and the landing experience need to match 24
  25. 25. Organic traffic Low degree of marketer control Diverse audience funneling in Customers Prospective customers Press Investment community Page needs to appeal to LCD 25
  26. 26. Campaign traffic Higher degree of marketer control Very specific placement (or keyword) and ad and link You KNOW with certainty what creative unit they clicked on You are in control of where they land You paid for them to click!!! 26
  27. 27. The ad & the landing experience have to match 27
  28. 28. Ad promises free guide This page is all about a free consultation and doesn’t mention a guide 28
  29. 29. Banner ad says “take control with a unified IP contact center” and promises a free white paper. This page is about the Tyranny of CTI, and offers a white paper. What happened to taking control with a unified IP contact center? 29
  30. 30. You don’t need one landing page 30
  31. 31. You need many 31
  32. 32. 100’s of landing pages like this helped improve conversions 600% 32
  33. 33. Find out who they are and what they want 33
  34. 34. All respondents are not the same Preconversion segmentation Allows users to self identify Allows you to know who’s clicking and what they are interested in Increases odds of conversion due to relevancy and user experience 34
  35. 35. 35
  36. 36. 36
  37. 37. 37
  38. 38. 38
  39. 39. 39
  40. 40. 40
  41. 41. 41
  42. 42. 42
  43. 43. 43
  44. 44. 44
  45. 45. 45
  46. 46. 46
  47. 47. segment 47
  48. 48. 50% lift 48
  49. 49. Pre-conversion Segmentation 1. Find out who they are and/or what they want 2. Give it to them 3. They will convert 49
  50. 50. 5 reasons for preconversion segmentation 50
  51. 51. 1. Easy engagement Clicking an ad=5 seconds First choice on a landing page=also 5 seconds 51
  52. 52. 2. Self-identification We respond to self-identification clues More accurate than a form field Sets expectations 52
  53. 53. 3. More focused Contextually relevant content sells better Subtle shifts in language can have a big impact Eliminates clutter 53
  54. 54. 4. Signaling Investment reflects commitment “If you target me, you must think I am a good fit” Let’s the user know they are in the right place (or not)—”there’s something for me here” 54
  55. 55. 5. Market research Which ads attract which segments? Which segments convert best? How do prospects think of themselves? 55
  56. 56. Beyond the page 56
  57. 57. 57
  58. 58. 58
  59. 59. 59
  60. 60. 60
  61. 61. 61
  62. 62. 16.1% 62
  63. 63. 0 5 10 15 20 63
  64. 64. Experiences, not pages 64
  65. 65. 65
  66. 66. 66
  67. 67. 67
  68. 68. 68
  69. 69. 19.6% conversion rate 69
  70. 70. 8.12% conversion 9.23% conversion 11.4% conversion 70
  71. 71. 2-page experience converts 20% higher than a single page “land & jump” 71
  72. 72. It’s not landing pages, it’s landing experiences A single page can only be optimized so much—an experience gives you more room to experiment to lift results. Segmentation; sub-segmentation Message Sequence Pitch Pre & post conversion offers 72
  73. 73. Strategic testing 73
  74. 74. Financial Services Control: Land & Jump Multi-page Path: Segment by rate Multi-page Path: Segment by need 0 0.75 1.50 2.25 3.00 74
  75. 75. Software/hardware 4-page conversion path 4-page conversion path; same copy & images, different page layout 2-page conversion path 0 2.25 4.50 6.75 9.00 75
  76. 76. Education 5-page conversion path with 3 segmentation choices 9-page conversion path with 3 segmentation choices 5-page conversion path with 5 segmentation choices 0 3 6 9 12 76
  77. 77. 8.12% conversion 9.23% conversion 11.4% conversion 77
  78. 78. 78
  79. 79. Strategic Testing Start at the macro-level (apples to oranges) Segmentation Experiences/sequence Messages/pitch/persuasion Graphics, imagery, look and feel Iterate champions—both micro & macro iteration 79
  80. 80. Experiment Flash, video, widgets, social, behavioral 80
  81. 81. Video & widgets 81
  82. 82. 82
  83. 83. 83
  84. 84. 84
  85. 85. 85
  86. 86. Flash 86
  87. 87. 87
  88. 88. 88
  89. 89. 89
  90. 90. 90
  91. 91. Enhancing the Experience with Multimedia Context counts Introduce it at the right time Entire experience On first page, automatically On first page, as option After conversion as enticement to convert After conversion as bonus engagement Don’t make them wait for it Make it meaningful 91
  92. 92. Social in landing experiences 92
  93. 93. 93
  94. 94. 94
  95. 95. 8.2% participation rate 95
  96. 96. New roads to relationships 96
  97. 97. New roads to relationships 97
  98. 98. Nothing’s happening here Transparency & visibility 98
  99. 99. Social Media Opportunities Bring live blog feeds into landing pages Bring in your company’s Twitter feed or let people follow you on Twitter right from the landing page. Discussion forums Polls FaceBook, MySpace, Google applications—they are here! Event RSPVs Widgets 99
  100. 100. Behavioral & personalization Content substitution such as keyword insertion Change experience based on behavior Craft experiences for specific previous behavior Use geo-location to serve up location-specific experiences 100
  101. 101. Where is the ROI hidden? AFTER the click X 101
  102. 102. High overhead Lack of control Lack of best practices Slow implementation 102
  103. 103. Calculating true costs 103
  104. 104. Landing experiences= time & money Landing page strategy Landing page writing and design Development & coding Deployment & hosting Testing Analytics and reporting Time, time and more time—proofing, trafficking changes & schedules and on and on..... 104
  105. 105. Landing experiences= the effective way Best practices Processes for iteration & innovation Post-click marketing platform Combined creation, testing and reporting in a single program-specific environment. 105
  106. 106. American Greetings before after post-click program post-click program +20% conversion rate time to create new landing Months, if at all Hours or days pages number of 1 per year 50+ and growing landing pages 106
  107. 107. BankCard Company before after post-click program post-click program 3x conversion rate 15% 26.7% time to make Weeks Hours or days new pages number of 50 100 landing pages quality of pages Low High 107
  108. 108. Overland Storage before after post-click program post-click program 7x conversion rate <1% 7.4% time to create new landing Months, if at all Hours or days pages number of Less than 5 Hundreds landing pages 108
  109. 109. Education lead generation before after post-click program post-click program 10x conversion rate <.5% 10% time to create new landing Months or weeks Hours or days pages number of <20 Hundreds landing pages 109
  110. 110. Bronto Software before after post-click program post-click program 15x conversion rate 2% 31.6% time to create new landing Months, if at all Hours or days pages number of Less than 5 Hundreds landing pages 110
  111. 111. How they made it happen Readjusted online spend towards post-click marketing Improved processes and increase speed to market with landing pages Used landing page best practices Beyond the site Message match Preconversion segmentation Testing 111
  112. 112. 112
  113. 113. Calculate your ROI $50,000 Media Cost Respondents @ 200,000 $.25/click 3% Avg. Conversion $99 Avg. Sale 594,000 Total Revenue 53,500 Less Costs 540,500 Net 113
  114. 114. Spend smarter $50,000 $40,000 Media Cost Respondents 200,000 160,000 $.25/click 3% 4.5% Conversion Revenue +$118,510 $99 $99 Avg. Sale 594,000 712,800 Total Revenue 53,500 53,790 Less Costs 540,500 659,010 Net 114
  115. 115. 333% 115
  116. 116. We help our clients: Create effective landing experiences Manage post-click marketing campaigns, testing and analysis Improve online conversions 116
  117. 117. Platform & professional services LiveBall Platform ion services End-to-end post-click execution Web-based software as a service, made for marketers Strategic planning Create & test conversion-focused Content development/experience landing experiences design Single solution to create advanced Test & project management landing pages without IT Review & analysis of results A/B testing & optimization for each unique sour of traffic Iterative and optimization Real-time reporting 117
  118. 118. Thank You! Anna Talerico Executive Vice President, ion interactive atalerico@ioninteractive.com 561-922-5239 Follow me on Twitter: AnnaTalerico Follow ion on Twitter: ion_interactive 118

×