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

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

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[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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  • tadmiller

    Oct. 24, 2013

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

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