[PUBCON 2013] Post-Click Marketing: Landing Page Optimization

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Janet Driscoll Miller's presentation from the Pubcon 2013 session "Post-Click Marketing: Landing Page Optimization."

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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=COPg2o3itaoCFQXc4AodYwQ54Q vs http://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 Seimens pae:
    http://www.siemens-enterprise.com/us/products/unified-communications-collaboration/openscape-web-collaboration/webtrial.aspx?sc_pst=COMWebexCollab&gclid=COKUoYbftaoCFUJn5QodLmVx7A
    http://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=CMvmgKDgtaoCFQHf4Aodaloq6A
    http://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-HmtaoCFct95QoduEJx9w
    Vs. 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 asset
    Form is completely optional
    Up to 80% fill out the optional form
  • [PUBCON 2013] Post-Click Marketing: Landing Page Optimization

    1. 1. Search Mojo POST-CLICK MARKETING: LANDING PAGE OPTIMIZATION PUBCON LAS VEGAS OCTOBER 23, 2013
    2. 2. Search Mojo BASIC TACTICS
    3. 3. Search Mojo SEARCH-MOJO.COM@searchmojo 1. KEEP THE PROMISE • Keyword and ad should match • Ad message and landing page message should match
    4. 4. Search Mojo SEARCH-MOJO.COM@searchmojo 2. INCLUDE A CALL TO ACTION…
    5. 5. Search Mojo SEARCH-MOJO.COM@searchmojo … AND MAKE IT CLEAR! • Reduce the number of choices • Make the call to action stand out
    6. 6. Search Mojo
    7. 7. Search Mojo
    8. 8. Search Mojo SEARCH-MOJO.COM@searchmojo CALL TO ACTION: COLORS • Use a complementary color to the overall page color scheme
    9. 9. Search Mojo SEARCH-MOJO.COM@searchmojo 3. KEY MESSAGES “ABOVE THE FOLD” • Don’t expect visitors to scroll • Keep key messages above the fold
    10. 10. Search Mojo
    11. 11. Search Mojo SEARCH-MOJO.COM@searchmojo WHY REDUCE FORM FIELDS? Source: Marketo
    12. 12. Search Mojo SEARCH-MOJO.COM@searchmojo 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
    13. 13. Search Mojo SEARCH-MOJO.COM@searchmojo 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?
    14. 14. Search Mojo
    15. 15. Search Mojo SEARCH-MOJO.COM@searchmojo 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
    16. 16. Search Mojo SEARCH-MOJO.COM@searchmojo 6. CONSIDER ADDING “TRUST BADGES” • Customer logos • Awards/ certifications
    17. 17. Search Mojo ADVANCED TACTICS
    18. 18. Search Mojo SEARCH-MOJO.COM@searchmojo MARKETING AUTOMATION Salesforce.com Website
    19. 19. Search Mojo SEARCH-MOJO.COM@searchmojo WHAT IS PROGRESSIVE PROFILING? • Propagating a user’s profile over time • Marketers prioritize the fields to capture
    20. 20. Search Mojo SEARCH-MOJO.COM@searchmojo 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
    21. 21. Search Mojo SEARCH-MOJO.COM@searchmojo EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS
    22. 22. Search Mojo SEARCH-MOJO.COM@searchmojo EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 42.3% of Respondents Fill Out Additional Information
    23. 23. Search Mojo SEARCH-MOJO.COM@searchmojo 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
    24. 24. Search Mojo User clicks on social ad Mark person as dog lover Ad targeted towards dog lovers Landing page, focused on dog products USING COOKIES WITH SOCIAL ADS
    25. 25. Search Mojo SEARCH-MOJO.COM@searchmojo SOCIAL LOGIN
    26. 26. Search Mojo SEARCH-MOJO.COM@searchmojo SOCIAL LOGIN • Marketing automation • Third-party tool • API https://developer.linkedin.com/documents/sign-linkedin https://developer.linkedin.com/documents/profile-fields
    27. 27. Search Mojo SEARCH-MOJO.COM@searchmojo SOCIAL LOGIN 10% used social login
    28. 28. Search Mojo SEARCH-MOJO.COM@searchmojo TEST USING GOOGLE ANALYTICS • Free A|B testing tool now embedded in Google Analytics • Only allows for A|B testing
    29. 29. Search Mojo SEARCH-MOJO.COM@searchmojo 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
    30. 30. Search Mojo SEARCH-MOJO.COM@searchmojo CONTACT Janet Driscoll Miller jmiller@search-mojo.com 800-939-5938 x101 Google+: +Janet Driscoll Miller (and +Search Mojo) Twitter: @janetdmiller Facebook: www.facebook.com/SearchMojo

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