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

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
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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
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3. ion interactive
Online marketing since 1998
Offices in Florida & Massachusetts
Focus on strategic post-click marketing
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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
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5. Who we do it for
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6. The results
conversion rate
industry average ion client average
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7. 333%
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8. 8

9. Online marketing
Clicks you don’t have control over:
SEO
Social
Viral
Clicks you do have control over:
SEM
Display/banners
Email
Affiliates
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10. How you engage your respondents
after they click determines whether
or not they will engage with you.
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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.
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12. 5-30x
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13. 13

14. Post-click marketing
Ads are links. Where do your links go?
Landing pages
Microsites
Conversion paths
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15. 15

16. 3.84%
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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
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18. Beyond the website
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19. Specific landing pages improve
conversions
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20. Converts 20% better than home
page control
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21. 21

22. Segments convert 100-500% better
than home page control
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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)
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24. The ad and the landing experience need to match
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25. Organic traffic
Low degree of marketer control
Diverse audience funneling in
Customers
Prospective customers
Press
Investment community
Page needs to appeal to LCD
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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!!!
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27. The ad & the landing experience
have to match
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28. Ad promises free guide
This page is all about a free consultation and doesn’t mention a guide
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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?
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30. You don’t need one landing page
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31. You need many
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32. 100’s of landing pages like this
helped improve conversions 600%
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33. Find out who they are and what they want
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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
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35. 35

36. 36

37. 37

38. 38

39. 39

40. 40

41. 41

42. 42

43. 43

44. 44

45. 45

46. 46

47. segment
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48. 50% lift
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49. Pre-conversion Segmentation
1. Find out who they are and/or
what they want
2. Give it to them
3. They will convert
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50. 5
reasons for
preconversion
segmentation
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51. 1. Easy engagement
Clicking an ad=5 seconds
First choice on a landing
page=also 5 seconds
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52. 2. Self-identification
We respond to self-identification
clues
More accurate than a form field
Sets expectations
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53. 3. More focused
Contextually relevant content sells
better
Subtle shifts in language can
have a big impact
Eliminates clutter
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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”
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55. 5. Market research
Which ads attract which
segments?
Which segments convert best?
How do prospects think of
themselves?
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56. Beyond the page
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57. 57

58. 58

59. 59

60. 60

61. 61

62. 16.1%
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63. 0 5 10 15 20
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64. Experiences, not pages
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65. 65

66. 66

67. 67

68. 68

69. 19.6%
conversion rate
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70. 8.12% conversion 9.23% conversion 11.4% conversion
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71. 2-page experience
converts 20% higher
than a single page
“land & jump”
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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
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73. Strategic testing
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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
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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
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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
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77. 8.12% conversion 9.23% conversion 11.4% conversion
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78. 78

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
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80. Experiment
Flash, video, widgets, social, behavioral
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81. Video & widgets
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82. 82

83. 83

84. 84

85. 85

86. Flash
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87. 87

88. 88

89. 89

90. 90

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
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92. Social in landing experiences
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93. 93

94. 94

95. 8.2% participation rate
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96. New roads to relationships
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97. New roads to relationships
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98. Nothing’s
happening here
Transparency & visibility
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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
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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
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101. Where is the ROI hidden?
AFTER the click
X
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102. High overhead
Lack of control
Lack of best practices
Slow implementation
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103. Calculating true costs
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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.....
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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.
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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
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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
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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
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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
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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
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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
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112. 112

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
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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
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115. 333%
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116. We help our clients:
Create effective landing experiences
Manage post-click marketing campaigns,
testing and analysis
Improve online conversions
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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
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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
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