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Using Demographics & Psychographics to Unleash Your Conversion Potential

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Let’s face it: button colors, photo placement and form length testing can only go so far. What if you tapped into the core of who your visitor is – what he/she likes, what they are attracted to? Could you convert more visitors by personalizing the experience to the individual’s likes, preferences and personality? In this session, Janet will demonstrate how to use data pulled from social media advertising for landing page testing, using case study data to show how personalizing the appearance and messaging can improve conversion rates. Learn techniques for developing deep insight into an individual’s likes, titles and roles, etc. and using that information to get higher conversions and more sales.

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Using Demographics & Psychographics to Unleash Your Conversion Potential

  1. 1. Using Demographics & Psychographics to Unleash Your Conversion Potential Janet Driscoll Miller, Marketing Mojo
  2. 2. @marketingmojo | marketing-mojo.com USING DEMOGRAPHICS AND PSYCHOGRAPHICS O INCREASE CONVERSIONS AND SALES Conversion Conference 2015 Janet Driscoll Miller May 14, 2015
  3. 3. @marketingmojo | marketing-mojo.com
  4. 4. @marketingmojo | marketing-mojo.com
  5. 5. @marketingmojo | marketing-mojo.com
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  8. 8. @marketingmojo | marketing-mojo.com
  9. 9. @marketingmojo | marketing-mojo.com INTENT IDENTITY
  10. 10. @marketingmojo | marketing-mojo.com COMBINING IDENTITY WITH INTENT
  11. 11. @marketingmojo | marketing-mojo.com WHAT ARE DEMOGRAPHICS AND PSYCHOGRAPHICS? •  Demographics: ›  Gender ›  Age ›  Ethnicity ›  Income ›  Employment status ›  Language •  Psychographics: ›  Personality ›  Values ›  Opinions ›  Attitudes ›  Interests ›  Lifestyles
  12. 12. @marketingmojo | marketing-mojo.com
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  14. 14. @marketingmojo | marketing-mojo.com
  15. 15. @marketingmojo | marketing-mojo.com THE INTENT CHALLENGE •  “Social Media Management Software” ›  Enterprise level product: 12 months/$100,000 commitment •  But WHO searches using this term?
  16. 16. @marketingmojo | marketing-mojo.com INTENT (SEARCH ENGINES) IDENTITY (SOCIAL MEDIA)
  17. 17. @marketingmojo | marketing-mojo.com WHY SOCIAL? Facebook LinkedIn Likes Industry Gender Gender Status Update Title and/or Function Geographic Region Geographic Region School Company Size Age Seniority Level Income Targeting Groups
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  23. 23. @marketingmojo | marketing-mojo.com
  24. 24. @marketingmojo | marketing-mojo.com
  25. 25. @marketingmojo | marketing-mojo.com CUSTOMIZE THE LANDING PAGE
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  30. 30. @marketingmojo | marketing-mojo.com CASE STUDY: ENTERPRISE SOFTWARE 0" 50" 100" 150" 200" 250" 300" 350" 400" PPC"Alone" PPC"and"LinkedIn" Conversions) 0" 100" 200" 300" 400" 500" 600" 700" PPC"Alone" PPC"and"LinkedIn" Cost)Per)Lead) "$8"""" "$20,000.00"" "$40,000.00"" "$60,000.00"" "$80,000.00"" "$100,000.00"" PPC"Alone" PPC"and"LinkedIn" Cost)
  31. 31. @marketingmojo | marketing-mojo.com ROI OF LINKEDIN 1178% (pipeline)(revenue) ROI281%
  32. 32. @marketingmojo | marketing-mojo.com
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  34. 34. @marketingmojo | marketing-mojo.com Source: Janrain
  35. 35. @marketingmojo | marketing-mojo.com 10% used social login
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  37. 37. @marketingmojo | marketing-mojo.com THINK BEYOND LANDING PAGES AND ADS Via Marketo Via LinkedIn API First Name Last Name Email Title Company First Name Last Name Email Title Company Industry Phone number Skills Certifications Education Groups https://developer.linkedin.com/documents/profile-fields
  38. 38. @marketingmojo | marketing-mojo.com THINK BEYOND LANDING PAGES AND ADS Via Marketo Via Facebook API First Name Last Name Email Date of Birth Title Company First Name Last Name Email Title Company Likes Gender Locale Age Range Birthday Schools/Education Relationships https://developers.facebook.com/docs/facebook-login/permissions/v2.1
  39. 39. @marketingmojo | marketing-mojo.com CONTACT JANET DRISCOLL MILLER President and CEO Marketing Mojo 434.975.6656 x101 jmiller@marketing-mojo.com @janetdmiller +JanetDriscollMiller

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