Get More Leads! Testing with Landing Page and Post-Click Marketing

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Join Search Mojo’s Janet Driscoll Miller as she reveals how companies can drive greater lead volume and quality through landing page testing and post-click marketing efforts. Learn how A/B testing through even small changes can affect greater results and how post-click marketing tactics, when applied to organic search traffic, can also drive significantly more leads. Lead quality testing will also be covered.

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Get More Leads! Testing with Landing Page and Post-Click Marketing

  1. 1. Landing Pages and Post-Click Marketing<br />Presented by:<br />Janet Driscoll Miller<br />Search Mojo<br />
  2. 2.
  3. 3. Landing Pages<br />
  4. 4. Landing Pages<br />Targeted Website PageAverage Conversion Rate: 2.40%<br />Website Home Page<br />Average Conversion Rate: 1.17%<br />
  5. 5. Landing Pages<br />Targeted Website PageAverage Conversion Rate: 2.40%<br />Website Home Page<br />Average Conversion Rate: 1.17%<br />Special Landing Page<br />Average Conversion Rate: 12.5%<br />OK<br />BEST<br />BETTER<br />
  6. 6. First Step:Use a Dynamic Programming Language<br />Increases flexibility<br />Add keyword dynamically to title, etc.<br />Ease of multivariate testing<br />Add or remove individual page elements for testing quickly<br />Perform real-time tests<br />Quickly incorporate best performing elements into all pages<br />Example: One form for all landing pages<br />Track performance to keyword level<br />
  7. 7. Landing Pages<br />Stay on targeted message<br />Keep information “above the fold” – avoid scrolling<br />Pass keyword through URL to headline<br />Consider removing website navigation<br />Try to stick to one call to action, but provide an “escape hatch” (ex: learn more)<br />MUST READ: MarketingSherpa Landing Page Handbook<br />
  8. 8. Multivariate and A/B Testing<br />Incorporate analytics<br />Google Website Optimizer<br />Doesn’t allow for changes (or additions) to a test<br />Not as simple as it appears on first glance<br />If you know the HTML programming to make this work, you can likely just do dynamic programming, which is more flexible.<br />What to test?<br />To truly make landing pages the most effective they can be, you MUST continually test them against other versions<br />While one layout works for one ad group, company or product, it may not work as well for another<br />Test page elements, page layouts, and messaging<br />
  9. 9. Video and Landing Pages<br />
  10. 10. Case Study 1:Video Offer vs. Whitepaper Offer<br />
  11. 11. Video Landing Pages Best Practices<br />Don’t set the video to “auto-play.”<br />Use the video as your “hero shot.”<br />Use video that delivers on your promise. <br />Ensure optimal load times. <br />Test various elements of the video where possible. <br />Use Google Website Optimizer to measure. <br />
  12. 12. Conversion Paths<br />
  13. 13. Conversion Paths<br />
  14. 14. Why Conversion Paths?<br />Segmentation<br />Provide specific offers to specific types of visitors<br />Qualification<br />Ensure that the leads you are getting are more qualified<br />Gain Partial Data Over Time<br />Learn from visitors as they progress through a conversion path<br />Improved Conversion Rates<br />
  15. 15. Segmentation<br />
  16. 16. Segmentation<br />
  17. 17. Capturing the Segmentation Data<br />Use cookies to record data on a path<br />When the visitor finally signs up, download all of the cookie data into hidden form fields<br />This provides your sales force with added knowledge about the prospect<br />Use deduplication software for your CRM<br />Marketing automation tools (Silverpop Engage B2B, Eloqua)<br />RingLead<br />
  18. 18. Conversion Paths<br />
  19. 19. Conversion Paths Example<br />
  20. 20. Final Thoughts<br />
  21. 21. Additional Resources<br />Research<br />Marketing Sherpa Landing Page Handbook<br />Marketing Experiments (marketingexperiments.com)<br />Books<br />The Paradox of Choice<br />The Big Red Fez<br />Beginners: Web Design for ROI<br />Advanced: Honest Seduction<br />Blogs<br />Search Marketing Sageblog.search-mojo.com<br />Post Click Marketing Blogpostclickmarketing.com<br />
  22. 22. Final Thoughts<br />Use conversion paths on your website too<br />Home page often has highest abandonment rate<br />Home page is often also the most ranked page in organic SERPs<br />
  23. 23. Contact Information<br />Janet Driscoll Miller<br />jmiller@search-mojo.com<br />800-939-5938 x101<br />LinkedIn: www.linkedin.com/in/janetdriscollmiller<br />Twitter: janetdmiller<br />Facebook: www.facebook.com/SearchMojo<br />Webinars: www.search-mojo.com/webinars<br />

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