Whether you’re advertising online or reaching out to clients via email, landing pages can be your greatest online marketing asset. Learn how landing pages fit into your marketing arsenal, best practices for increasing conversions from any campaign, and proven techniques for implementing A/B tests that yield results.
Presented by Jenny DeGraff, Director of Design Optimization at the Central Virginia AMA event on June 16, 2015.
An Introduction to Conversion Rate Optimization, Landing Pages & A/B TestingGeorgiana Laudi
UPDATE: The original version of this presentation was deleted from Slideshare by accident.
Slides for “Intro to Conversion Rate Optimization" talk given on May 28th, 2014 at (my former side project) Montreal Girl Geeks event.
Johnathan is the founder of KlientBoost, a no-nonsense, creative kick-ass PPC agency that hustles for results & ROI. He’s been named the 2015 “Conversion Marketer To Watch” by Unbounce’s readers.
1) Single Keyword Ad Groups 2) Ad Group Level Negatives 3) Multi Intent Keywords 4) The Five Ad Tests 5) Aggressive Ad Testing 6) AdWords is Your Carrot 7) Insane Importance of Design 8) Multi Step Landing Pages 9) Your Landing Page Offer 10) The Price Focus CTA
Single Keyword Ad Groups 1
Google’s advice…
That would mean…
But it should be… keyword 1 keyword 2
What happens to your CTR
Higher search-to-ad relevancy = higher CTR = higher quality scores = lower cpc = lower cost per conversion.
Your new ad group structure =
Ad Group Level Negatives 2
Killing off internal competition
What it means… Ad group = “web analytics” Ad group = “web analytics stripe” Ad group = “web analytics braintree” Ad group = “web analytics paypal”
What it means… Ad group = “web analytics” Ad group level negative keywords - stripe - braintree - paypal
Search terms should look like…
See what’s holding you back
Multi Intent Keywords 3
The Search Buying Cycle
Search Buying Cycle Awareness Consideration Action “broken transmission” “whats my car worth” “sell my car”
The Five Ad Tests 4
Proximity
Source: ThinkWithGoogle.com
Proximity Source: Hanapin Source: Engine Ready
30% increase in conversions
Countdowns 32% CTR boost & 3% conv/rate improvement
Specificity How to Get 6,312 Subscribers to Your Business Blog in One Day How to Get Over 6,000 Subscribers to Your Business Blog in One Day How to Get a Torrent of Subscribers to Your Business Blog in One Day
Specificity 88% CTR boost & 23% conv/rate improvement
Timeliness 217% CTR boost & 23% conv/rate improvement
Aggressive Ad Testing 5
Get Aggressive!
Isolate and label Headline Display URL Description 1 Description 2
Let time pass, then filter
GetDataDriven.com/ab-significance-test
6 AdWords is Just Your Carrot
“Cats are your customers, AdWords is your laser pointer”
7 Insane Importance of Design
How fast do people judge you?
Visual & Aesthetic Judgement Research at Google International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811 |——————————————| 1 full second 50 ms = 0.05 second
Insane Important of Design 6
8 Multi Step Landing Pages
Single step landing pages are threatening
9 Your Landing Page Offer
Conversion Rate Optimization 101 “What makes a good value proposition? An offer that’s differentiated from your competitors.” — Peep Laja, CRO Expert at ConversionXL
A lot more valuable than your competitors Make your offer
10 The Price Focus CTA
Struggling with CTA ideas? Get Pricing & More Info
32 New Hacks To Get More Phone Leads With AdWords & CRO kboo.st/kiss-phone (60 pages deep!)
The Price Focus CTA landingpages@klientboost.com
20 Conversion Rate Optimization Experts Share Their Top Tip for eCommerce Rejoiner
The team at Rejoiner.com asked 20 of the world's top conversion rate optimization experts to share their top tip for making your eCommerce website convert. The responses were amazing and we assembled them in this SlideShare. Advice includes topics related to A/B testing, usability, metrics, cart abandonment, design philosophy, customer experience & more.
Optimizing Landing Pages for Lead Generation and Conversion Webinar Slides Hu...HubSpot
The landing page is arguably the most important part of any lead generation campaign. Most companies spend a lot of time and money attracting quality traffic to their site - but fail to convert most of their site visitors into leads. Done right, landing pages fill the top of a company's sales funnel. But, there is a lot that goes into launching a successful landing page: relevant offers, compelling calls-to-action and page layout - to name a few.
This webinar will teach you what you need to know to maximize the quantity and quality of leads generated from your online marketing efforts by creating landing pages that turn website visitors into leads.
In this highly interactive session, affiliate marketing veteran Ola Edvardsson takes a fresh look at what really works in the affiliate marketing space.
An Introduction to Conversion Rate Optimization, Landing Pages & A/B TestingGeorgiana Laudi
UPDATE: The original version of this presentation was deleted from Slideshare by accident.
Slides for “Intro to Conversion Rate Optimization" talk given on May 28th, 2014 at (my former side project) Montreal Girl Geeks event.
Johnathan is the founder of KlientBoost, a no-nonsense, creative kick-ass PPC agency that hustles for results & ROI. He’s been named the 2015 “Conversion Marketer To Watch” by Unbounce’s readers.
1) Single Keyword Ad Groups 2) Ad Group Level Negatives 3) Multi Intent Keywords 4) The Five Ad Tests 5) Aggressive Ad Testing 6) AdWords is Your Carrot 7) Insane Importance of Design 8) Multi Step Landing Pages 9) Your Landing Page Offer 10) The Price Focus CTA
Single Keyword Ad Groups 1
Google’s advice…
That would mean…
But it should be… keyword 1 keyword 2
What happens to your CTR
Higher search-to-ad relevancy = higher CTR = higher quality scores = lower cpc = lower cost per conversion.
Your new ad group structure =
Ad Group Level Negatives 2
Killing off internal competition
What it means… Ad group = “web analytics” Ad group = “web analytics stripe” Ad group = “web analytics braintree” Ad group = “web analytics paypal”
What it means… Ad group = “web analytics” Ad group level negative keywords - stripe - braintree - paypal
Search terms should look like…
See what’s holding you back
Multi Intent Keywords 3
The Search Buying Cycle
Search Buying Cycle Awareness Consideration Action “broken transmission” “whats my car worth” “sell my car”
The Five Ad Tests 4
Proximity
Source: ThinkWithGoogle.com
Proximity Source: Hanapin Source: Engine Ready
30% increase in conversions
Countdowns 32% CTR boost & 3% conv/rate improvement
Specificity How to Get 6,312 Subscribers to Your Business Blog in One Day How to Get Over 6,000 Subscribers to Your Business Blog in One Day How to Get a Torrent of Subscribers to Your Business Blog in One Day
Specificity 88% CTR boost & 23% conv/rate improvement
Timeliness 217% CTR boost & 23% conv/rate improvement
Aggressive Ad Testing 5
Get Aggressive!
Isolate and label Headline Display URL Description 1 Description 2
Let time pass, then filter
GetDataDriven.com/ab-significance-test
6 AdWords is Just Your Carrot
“Cats are your customers, AdWords is your laser pointer”
7 Insane Importance of Design
How fast do people judge you?
Visual & Aesthetic Judgement Research at Google International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811 |——————————————| 1 full second 50 ms = 0.05 second
Insane Important of Design 6
8 Multi Step Landing Pages
Single step landing pages are threatening
9 Your Landing Page Offer
Conversion Rate Optimization 101 “What makes a good value proposition? An offer that’s differentiated from your competitors.” — Peep Laja, CRO Expert at ConversionXL
A lot more valuable than your competitors Make your offer
10 The Price Focus CTA
Struggling with CTA ideas? Get Pricing & More Info
32 New Hacks To Get More Phone Leads With AdWords & CRO kboo.st/kiss-phone (60 pages deep!)
The Price Focus CTA landingpages@klientboost.com
20 Conversion Rate Optimization Experts Share Their Top Tip for eCommerce Rejoiner
The team at Rejoiner.com asked 20 of the world's top conversion rate optimization experts to share their top tip for making your eCommerce website convert. The responses were amazing and we assembled them in this SlideShare. Advice includes topics related to A/B testing, usability, metrics, cart abandonment, design philosophy, customer experience & more.
Optimizing Landing Pages for Lead Generation and Conversion Webinar Slides Hu...HubSpot
The landing page is arguably the most important part of any lead generation campaign. Most companies spend a lot of time and money attracting quality traffic to their site - but fail to convert most of their site visitors into leads. Done right, landing pages fill the top of a company's sales funnel. But, there is a lot that goes into launching a successful landing page: relevant offers, compelling calls-to-action and page layout - to name a few.
This webinar will teach you what you need to know to maximize the quantity and quality of leads generated from your online marketing efforts by creating landing pages that turn website visitors into leads.
In this highly interactive session, affiliate marketing veteran Ola Edvardsson takes a fresh look at what really works in the affiliate marketing space.
Conversion optimization : Top 40 tips to improve website conversionsPro Auto Manager
Do you want to improve your website conversions?
Getting thousands of visitors to your website is great; however, in the end, it is all about generating conversions.
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
The Key to Dominating Your Local Market---
Get a FREE Visibility Checkup and Discover where your business stands in relation to competitors in your area so you can start driving in More Quality Local Leads!
Get Started Here: http://www.surefiresocial.com/visibility-report-sign-up-page/
From Portent's Webinar Series, here is October's session on conversion rate optimization. Our Director of SEO, Josh Patrice, provides 47 actionable tips to get your site's conversions improving ASAP!
100 slides = 2 years of daily reading + project experiments + midnight webinar + online/offline courses. This slide is designed for complete beginners to gain an overview and learn more about Digital Marketing / Growth Hacking in the shortest time. And also for marketers to be more user-centric.
Your ultimate guide to Google Analytics Remarketing.
Find out how Google Analytics is working and what are GA Audiences. Understand which signals to use, how to create Audience lists and and leverage GA capabilities for advanced uses cases such as cross-device Remarketing, CRM-based Audience Lists, Email-based Retargeting, etc ...
How to interpret Google Analytics reports to measure marketing efforts, optimize website performance
and make informed decisions about web content and design.
Landing Page Optimization: 6 Years of Testing Distilled Into 5 Critical LessonsTaboola
On Wednesday, October 14th, Michael Aagaard (Sr. Conversion Optimizer, Unbounce) and Inbar Yagur (Sr. Content Strategist, Taboola) led a webinar discussion on landing page optimization. Topics included:psychological principles that help you design effective pages, how to conduct solid, data-driven user research, and more.
Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...Marty Hayes
Venture Stream's Digital Director, Marty Hayes, presented on one of their favourite topics, Conversion Rate Optimisation (CRO) as part of Service Network's events series.
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
Lean Analytics for Startups and EnterprisesLean Analytics
Latest Lean Analytics workshop from the Lean Startup Week in San Francisco. Focusing on what metrics matter to both startups and big corporations. Incorporates elements of corporate innovation into the Lean Analytics framework to help bigger companies think through the data that really matters.
In this presentation, we outline the benefits of SEO and why you should use both paid and organic search for maximizing your revenue. Brought to you by https://ppc.co/ and https://seo.co/ppc/
Last year Google Play introduced the new application approval process. What are the new Android app requirements? How to put an app on Google Play? An insight into Google Play submission guidelines, including market stats, app rejection examples and more! Exclusively by R-Style Lab
Conversion optimization : Top 40 tips to improve website conversionsPro Auto Manager
Do you want to improve your website conversions?
Getting thousands of visitors to your website is great; however, in the end, it is all about generating conversions.
This presentation gives you instant access to 10 PPC tactics that are rarely used, but highly effective.
10 Proven PPC Tactics & Tips Guaranteed to:
+Drive quality buyers to your website
+Understand how PPC drives your other sales channels
+Use changes in local weather to produce more leads
+Beat competitors in Google Search
+Save time and generate more sales
The Key to Dominating Your Local Market---
Get a FREE Visibility Checkup and Discover where your business stands in relation to competitors in your area so you can start driving in More Quality Local Leads!
Get Started Here: http://www.surefiresocial.com/visibility-report-sign-up-page/
From Portent's Webinar Series, here is October's session on conversion rate optimization. Our Director of SEO, Josh Patrice, provides 47 actionable tips to get your site's conversions improving ASAP!
100 slides = 2 years of daily reading + project experiments + midnight webinar + online/offline courses. This slide is designed for complete beginners to gain an overview and learn more about Digital Marketing / Growth Hacking in the shortest time. And also for marketers to be more user-centric.
Your ultimate guide to Google Analytics Remarketing.
Find out how Google Analytics is working and what are GA Audiences. Understand which signals to use, how to create Audience lists and and leverage GA capabilities for advanced uses cases such as cross-device Remarketing, CRM-based Audience Lists, Email-based Retargeting, etc ...
How to interpret Google Analytics reports to measure marketing efforts, optimize website performance
and make informed decisions about web content and design.
Landing Page Optimization: 6 Years of Testing Distilled Into 5 Critical LessonsTaboola
On Wednesday, October 14th, Michael Aagaard (Sr. Conversion Optimizer, Unbounce) and Inbar Yagur (Sr. Content Strategist, Taboola) led a webinar discussion on landing page optimization. Topics included:psychological principles that help you design effective pages, how to conduct solid, data-driven user research, and more.
Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...Marty Hayes
Venture Stream's Digital Director, Marty Hayes, presented on one of their favourite topics, Conversion Rate Optimisation (CRO) as part of Service Network's events series.
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
Lean Analytics for Startups and EnterprisesLean Analytics
Latest Lean Analytics workshop from the Lean Startup Week in San Francisco. Focusing on what metrics matter to both startups and big corporations. Incorporates elements of corporate innovation into the Lean Analytics framework to help bigger companies think through the data that really matters.
In this presentation, we outline the benefits of SEO and why you should use both paid and organic search for maximizing your revenue. Brought to you by https://ppc.co/ and https://seo.co/ppc/
Last year Google Play introduced the new application approval process. What are the new Android app requirements? How to put an app on Google Play? An insight into Google Play submission guidelines, including market stats, app rejection examples and more! Exclusively by R-Style Lab
Writing isn't all about putting ideas into words--it's about communicating as well. Deliver great content with your own substance and style through this checklist from SlideGenius.
A logo is important in any kind of business. Apart from representing a company, it also represents its brand. Learn how to design an effective and appealing brand logo in this infographic.
Finding the Perfect Topic for Your Business PresentationSlideGenius, Inc.
Finding the perfect topic for a business presentation isn't just about looking for a subject matter to write and discuss. It's about working around an idea that will give your audience utter satisfaction. Learn more about it in this infographic.
Secrets of the Most Successful BloggersBarry Feldman
Three years of research on business blogging are summarized in this insightful infographic revealing the strategies and practices that produce the strongest results.
Wondering where to get started with your designs? We've created a simple guide to using Canva that will help you get started creating your own amazingly simple graphic designs.
Get started with your design here: www.canva.com
How to Audit Your Digital Marketing AgencyTad Miller
How do you know if your digital marketing agency is what it's supposed to. Are they following best practices? Are they diligent? Are they just managing to spend your money?
Traditionally, paid search has been the “go-to” online advertising channel for many companies, as it has been successful for many organizations.
However, continuous increases in costs-per-click (CPCs) on many crucial industry segment keywords have made running a successful paid search campaign much more difficult. In fact, a recent study by Kenshoo reported an increase in CPCs of almost 6% across search engines. Additionally, while keyword advertising works well for connecting searchers with the businesses that provide what they are looking for, it can be a struggle to utilize it for little-known products or services. Keyword advertising also assumes that searcher intent is universal, when in fact keywords can have different meanings for different audiences. Overcoming this “Horizontal Relevance” with keywords is difficult and can lead to an overwhelming amount of untargeted clicks.
Is your brand facing these challenges with its paid search campaigns? During this webinar, Tad Miller and Amanda Sides of Marketing Mojo will explore the opportunities marketers have outside of keyword advertising – opportunities that can result in improved conversions at less cost.
What You’ll Learn:
• How social media advertising can be utilized as a viable marketing channel
• What other opportunities exist within Google AdWords, beyond search advertising
• How remarketing can win back lost customers and opportunities
When most people think of online marketing they just think about Pay Per Click Search Advertising. There are other options and the reality is at this point they work just as well if not better than search ads.
Maximizing Lead Generation and Revenue Using Marketing AutomationMarketing Mojo
Do you use marketing automation software, or are you planning to purchase a platform this year? Marketing automation is a huge investment of both money and time, and it’s very important to know exactly what marketing automation can do for your company so you can get the most from your investment.
During this webinar, Janet Driscoll Miller of Marketing Mojo and Kelly Waffle of MarketBridge will guide you through the many capabilities of marketing automation so you can leverage them to their fullest benefit for your company.
What You’ll Learn:
• Why marketing automation is such an important component for any digital marketing strategy
• How NOT to get stuck in a rut with your marketing automation platform
• Nurturing leads through the funnel and improving sales using marketing automation
Search Engine Optimization (SEO) -- University of Virginia PresentationMarketing Mojo
From search engine optimization basics to more advanced open graph tagging, this presentation provides a well-rounded education of search engine and paid search optimization. Find out how to update your website to drive visits and retarget your target market through online ads. It's all in here.
Search Engine Optimization (SEO) -- University of Virginia PresentationMarketing Mojo
From search engine optimization basics to more advanced open graph tagging, this presentation provides a well-rounded education of search engine and paid search optimization. Find out how to update your website to drive visits and retarget your target market through online ads. It's all in here.
Electronic Security & Technology Association-Digital Marketing April 2014Impression Marketing
Presentation to the Electronic Security & Technology Association Members (Security Alarm Companies) in Atlanta, GA on April 29, 2014. Includes information on digital marketing trends, b2b and b2c marketing and how independent security alarm companies can stay competitive against the large national companies now offering security and home automation systems.
This presentation gives you the process to build a website that will convert traffic into qualified leads.
The process begins with marketing strategy and planning. This is to work out your marketing messages and your target audience.
We show you how to profile your target audience using persona mapping. This is the secrete of website conversion.
My deck from SMX East 2014. The focus of this presentation is on Enterprise Level B2B online advertising. Use of targeting on LinkedIn Advertising is a great way to build a remarketing audience that fits your target personas. Use of other Google AdWords Demographic targeting options like Average Household Income for location targeting can really improve the quality of your lead generation campaigns.
The Business and Management of SEO and Digital AdvertisingMarketing Mojo
This deck is from Janet Driscoll Miller's, president and CEO of Marketing Mojo, presentation at James Madison University in 2016.
http://marketing-mojo.com/blog
This presentation will cover the basics for all of your internet marketing needs. Learn the inbound strategies and web design tricks that increase internet traffic and let your customers find you.
Check out more at http://www.designandpromote.com
Pandas, Penguins and Hummingbirds…oh my! Staying current with all the changes Google makes to its search algorithm is enough to make even the most experienced SEOs want to scream. On top of that, speculation runs rampant on what exactly different updates mean and how they’ll affect your organic search traffic.
How do you know what’s truth and what’s fiction? During this webinar, Marketing Mojo’s Janet Driscoll Miller and Tad Miller will review 14 of the biggest myths in SEO and debunk them, one by one, so you can focus on the SEO tactics that really matter.
What You’ll Learn:
• Are the rumors about the death of SEO really true, or greatly exaggerated?
• How do social signals really factor into search rankings?
• Are press releases and guest posts still OK, or too risky?
Tracking Data that Matters in Google Analytics Marketing Mojo
Dive into the deep end of the Google Analytics pool and learn about advanced tracking. We'll discuss setting up and using goals, ecommerce tracking, and custom dimensions.
Presented by Adam Smith, Director of IT at the Central Virginia AMA event on June 16, 2015.
Remarketing lets you show ads to users who have previously visited your website as they browse the Web.
View this SlideShare to learn more about remarketing and how it could provide value to your business!
www.marketing-mojo.com
Using Social Media Advertising to Find and Convert Your Target B2B Audience -...Marketing Mojo
At MarketingProfs' B2B Marketing Forum, Marketing Mojo President and CEO Janet Driscoll Miller covered how to use social media advertising to find and convert your target B2B audience.
View these slides to see how you can generate quality B2B leads using social media advertising, in particular, LinkedIn advertising.
Find more great resources on our blog: http://www.marketing-mojo.com/blog/
SEO and What You Need to Know to Plan for 2017Marketing Mojo
What do you need to do to plan for 2017? Janet Driscoll Miller, Marketing Mojo president & CEO, covers the things you need to know about SEO before you create your marketing plan.
Presentation for Central Virginia American Marketing Association (CVAMA)
SEO and What You Need to Know: Planning for 2017Marketing Mojo
What do you need to do to plan for 2017? Janet Driscoll Miller, Marketing Mojo president & CEO, covers the things you need to know about SEO before you create your marketing plan.
The Numbers of Marketing Mojo -- Marketing Agency InfographicMarketing Mojo
For our 10-year anniversary, we decided to create this fun infographic that tells you who we are and how we have grown.
Find more infographics here: http://www.marketing-mojo.com/resources/
Making Data Compelling Through Visualizations - SMX West 2016Marketing Mojo
Marketing Mojo President & CEO Janet Driscoll Miller's presentation from Extreme Excel Excellence SMX West 2016, which also featured Annie Cushing (annielytics) and Tim Gillman (Portent).
UMSL State of Digital Media Marketing Conference: Don't Let Pandas and Pengui...Marketing Mojo
Content and search go hand in hand, and a solid content marketing strategy that integrates seamlessly with your search strategy will be the locomotive that drives increasing amounts of traffic from Google to your website. But if you're not careful, Google menagerie of algorithm changes could derail all your hard work.
Can't Miss Opportunities with Google for NonprofitsMarketing Mojo
Nonprofits have an unprecedented opportunity to leverage online marketing channels that may have been unavailable to them previously, including programs offered by Google for Nonprofits.
What are these opportunities, and how can your nonprofit take advantage of them for the 2014 holiday giving season? Marketing Mojo’s Janet Driscoll Miller will give you the lowdown on digital marketing channels that can help your nonprofit increase online donations throughout the year.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
2. @marketingmojo | marketing-mojo.com
ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Online advertising management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
8. @marketingmojo | marketing-mojo.com
44%
of clicks for B2B companies are directed to the
business' homepage, not a special landing
page.
-MARKETINGSHERPA'S LANDING PAGE HANDBOOK
12. @marketingmojo | marketing-mojo.com
WHAT ARE LANDING PAGES USED
FOR?
• Never start a campaign without a landing page
• Landing pages can, and should, be used for all
of your campaign needs
• The potential uses for landing pages are
almost limitless
19. @marketingmojo | marketing-mojo.com
“The easiest way to convince a
stakeholder that optimization is a
good idea is to talk to them in
their language. And speak to their
motivations. Revenue.”
-OLI GARDNER, UNBOUNCE
21. @marketingmojo | marketing-mojo.com
PAYING FOR MORE TRAFFIC
(INCREASING YOUR PPC BUDGET)
Month 1 Month 2
Campaign budget $5,000 $10,000
Traffic budget $5,000 $10,000
Conversion investment $0 $0
Cost-per-click $1 $1
# of visitors to your page 5,000 10,000
Conversion rate 2% 2%
# of new customers 100 200
Cost per acquisition $50 $50
Note: these numbers are based on some average Google Adwords PPC stats.
22. @marketingmojo | marketing-mojo.com
OPTIMIZING YOUR
EXISTING PPC TRAFFIC
Month 1 Month 2 Month 3
Campaign budget $5,000 $5,000 $5,000
Traffic budget $4,000 $4,000 $4,000
Conversion investment $1,000 $1,000 $1,000
Cost-per-click $1 $1 $1
# of visitors to your page 4,000 4,000 4,000
Conversion rate 2.5% 2.75% 3.00%
# of new customers 100 110 120
Cost per acquisition $50 $45.50 $41.67
23. @marketingmojo | marketing-mojo.com
CONVERSION RATE OPTIMIZATION
• Investing in conversion rate optimization:
› Drop the cost of acquiring a new customer
› A lower acquisition cost means your marketing
campaigns are more efficient
› ensuring that more sales are made from the same
marketing spend
28. @marketingmojo | marketing-mojo.com
REMOVE DISTRACTIONS
AND LEAK POINTS (LEAKY FUNNEL)
• To focus on conversion, remove
› Site navigation
› Links outside the page
› Social sharing links
› Other offers
30. @marketingmojo | marketing-mojo.com
REDUCE FORM FIELDS AND
BE VERY STRATEGIC WITH
THE ONES YOU USE
• Your business model? Quality vs Quantity
• Balance the offer with the ask
› Is this offer really worth all of this
information?
› How much information you really need from
this lead?
› If the lead isn’t ready to buy, can I nurture with
content instead of forcing the sale?
31. @marketingmojo | marketing-mojo.com
COPYWRITING FOR CONVERSION
• Clear value-based action oriented headline
and copy
• Features and benefits
• Format for skimming
• Demonstrate simplicity if applicable:
› 3 easy steps for using our product, a ten minute
read for this white paper
• Button copy: NEVER use ‘Submit’
32. @marketingmojo | marketing-mojo.com
INCLUDE TRUST INDICATORS
• Real testimonials, reviews and ratings
• Celebrity endorsements from high profile
names in your industry
• Certification logos
• Include privacy policies
• Social Confirmation
• Impressive user numbers
• Client logos
34. @marketingmojo | marketing-mojo.com
DESIGN AND LAYOUT
• Consistent with other
branding
• Encapsulate the form,
drawing attention to the
conversion action
• Keep key messaging
“above the fold”
• CTA button: use
complimentary color color
to the overall page color
scheme
35. @marketingmojo | marketing-mojo.com
USABILITY AND PERFORMANCE
• Readability
• Form submissions work and auto responders
are in place
• Links aren’t broken
• Mobile friendly
• Page speed
› Use Google’s PageSpeed Insights Tool:
https://developers.google.com/speed/pagespeed/insights/
39. @marketingmojo | marketing-mojo.com
OPTIMIZATION 4 STEP PROCESS
1. Align website objectives to business goals
2. Identify test opportunities
3. Generate a great hypotheses
By changing ______ into, ______ I can get more
prospects to ______ and thus increase ______ .
4. Execute based on a cycle of continuous
improvement
40. @marketingmojo | marketing-mojo.com
TOOLS FOR TESTING
• Free tool for A/B testing: Google Content
Experiments
• Unbounce for building landing pages
• Visual Website Optimizer, Convert
Experiments or Optimizely for testing across
your website
…any page that someone lands on after clicking on an online marketing call-to-action.
…live separately from your website, designed to only receive campaign traffic…single objective…analytics, reporting & testing a simpler task.
…no ties your website, like global navigation…exists alone, only accessible from the link you’re providing in your marketing content (the call-to-action in an email for example)…technical side-note on landing pages: be sure to noindex so they aren’t seen as doorway pages by Google.
The purpose of a landing page falls into two categories: lead generation pages and a click-through pages.
Lead generation landing pages
The most valuable piece of information you can get from a lead gen page is someone’s email address – which gives you permission to continue talking/marketing to them.
Once you have a lead’s permission, you then try to convert them into a customer by combining the two most powerful 1-to-1 communication tools a marketer has – email and landing pages.
Here’s an example lead gen form, that’s designed to capture user and/or company data in exchange for something – in this case an ebook or as they call it a manifest.
Click-through landing pages
Click-through pages (sometimes called jump pages) are designed as a conduit between a marketing ad and it’s final destination. The goal of a click-through page is to “warm-up” the visitor to the product/service you are trying to sell.
Commonly used for ecommerce, click-through pages provide enough information to inform the buyer, making them ready to purchase, before pushing them further down the funnel – probably to a shopping cart or checkout.
So many marketers are guilty of sending these marketing campaigns to their home page, in fact…
But if you compare a homepage vs. a landing page you can see why landing pages are so important to your marketing’s success.
Your homepage is designed with a more general purpose in mind. It speaks to your overall brand and corporate values and is typically loaded with links and navigation to other areas of your site. It’s designed to encourage exploration.
Think of the links on your page as leaks. Each link on your page that doesn’t represent your conversion goal is a distraction that will dilute your message and reduce your conversion rate.
Your landing pages are designed for one purpose only.
Homepage - What would you do here?
Consider this example of the Hubspot homepage which contains more than 75 links. Don’t get me wrong, it’s a great homepage, just not a good landing page.
Landing Page -
If we look at an example of a HubSpot landing page, which is focused entirely on a single campaign objective, you’ll notice that it has only one call-to-action. It’s immediately clear what you are supposed to do on this page, complete the form to download the report.
The potential uses for landing pages are almost limitless but here are the more common examples of how landing pages are used:
To collect personal information (generate leads) in exchange for:
Reports/Whitepapers with important industry facts and statistics.
Ebooks for comprehensive guides about different aspects of your business vertical.
Newsletters with tips related to your area of subject matter expertise.
Podcasts for people who like to listen & learn during a commute or workout.
Checklists/Scorecards for people that like to see how well they are doing and/or benefit from a to-do list.
Blog subscription to receive ongoing content via email or RSS.
Webinar registration for live online sessions, often with Q&A with experts and special guest presenters.
Presentations or recorded sessions including video or slides.
Consultation services or booking meetings for someone to request your time or services.
An ecourse delivered over a period of time – just like the one you’re reading now!
“Warming” prospects up to your offering before you push them deeper into your sales funnel to:
Purchase your product or service online.
Become a customer or subscriber of your online business.
Or any of the lead capture uses listed above, if you want to use an introductory page before sending them on to the landing page with your lead gen form.
Why is it so important that you use landing pages?
http://thelandingpagecourse.com/the-value-of-landing-page-optimization-economics/
When it comes to conversion rate optimization and landing pages, the casual cliché “less is more” really rings true. Less distractions, less links, less “leaks” and ultimately less choice equals higher conversion rates, more leads and more money in the bank. But what does “less” actually mean?
When it comes to landing page optimization, “less” really means one.
The famous jam study, conducted by Columbia Professor Sheena Iyengar and referenced in her book The Art of Choosing is often cited when the topic of choice comes up.
During multiple Saturday afternoons in a high-end grocery store, researchers presented shoppers with two alternating sampling stations – one showcasing 24 flavors of jam and one featuring six options.
It turned out that when 24 flavors of jam were available, only 3% of those who tasted the samples went on to purchase the jam. However, when there were only six options available, 30% purchased at least one jar of jam.
While the larger selection attracted more onlookers, the smaller selection actually generated more sales. The study suggests that people are often overwhelmed by too many choices, which leads to what has been called action paralysis or overchoice.
A great example of reducing choice..
We tested a branded paid media campaign that had been sending traffic directly to our client’s home page against a “pared down” version that focused solely on their most important KPIs. By removing all other calls-to-action and drawing attention to the top 4 KPIs (that were already present on the current homepage, but buried), we were able to see a 41% lift in overall conversions, achieving a whopping 412% lift in current ad downloads!
Pre-Qualify Leads for Sales
Every time a lead completes a form on a lead generation landing page, your marketing team is collecting valuable information about your leads. Your marketing team can then use this information to understand what types of visitors or marketing personas are converting, and provide your sales team with a baseline of information about a lead before they reach out.
In addition, landing pages not only enable you to generate new leads; they also allow you to track re-conversions of existing leads, which you can then use to identify which prospects are more engaged with your business (or are hotter marketing or sales-ready leads).
This opens the opportunity for marketing to nurture leads before sending them to sales, ensuring sales only receives the most qualified leads. Sales then can utilize all the data collected on your leads’ behaviors in their sales process – allowing Sales and Marketing to become the strongest of BFFs.
If you are currently using landing pages why is it so important to never settle for good enough?
All us marketers and sales folks are measured in new leads or sales generated, money coming in the door. So if you have any trouble convincing your colleagues or boss to start using landing pages, remember to speak their language.
There are generally 2 ways to approach generating more online leads or revenue.
The first is paying for more traffic
Your second option is to optimize your existing traffic
Month 1 – Traffic Budget. No optimization investment
Month 2 – Increased budget, no investment in optimization
You’ve doubled the budget, received twice as many customers and the cost of acquiring a customer remains the same.
Month 1 – Investing in optimizationHere you can see that by using a portion of the budget on optimization results in less traffic, but the improved conversion rate of 2.5% makes up for this, resulting in the same cost of acquiring a customer.
Month 2 – Continued investment in optimizationIn month 2, the continued investment in optimization has resulted in a further increase in the conversion rate to 2.75%.Now you can see that the cost of acquiring a customer has dropped to $45.50.
Month 3 and onwardAs you can see, continuing to invest in landing page optimization further reduces your cost of acquiring a customer, without having to increase your campaign budgets. It’s hard for a stakeholder (be it a client or your boss) to argue with that.
It’s cheaper to keep an existing customer than to find a new one. Similarly, it makes sense to get the most from your existing flow of inbound traffic by improving the conversion rate.
By investing in conversion rate optimization, the cost of acquiring a new customer drops.
A lower acquisition cost means your marketing campaigns are more efficient, ensuring that more sales are made from the same marketing spend.
By proving you can increase sales, you will be able to convince stakeholders that optimization is a worthwhile investment.
So how do you build a high converting landing page or improve the ones you use?
Test everything!
Don’t rely on hippos
Or designer opinions
“Best Practices” only have limited value and should always be tested in your particular situation. We’ve often tested elements lift conversion rates wonderfully in one situation, only to find that they don’t work at all in another. These tips should not be taken as recommendations, but rather as ideas that you could test.
…and now for some best practices
Message match is an essential part of why landing pages can be so successful. Message match is the ability of your landing page to reinforce the messaging presented on the link that was clicked to reach the page.
Most visitors are impatient and will leave your page within a few seconds of arrival if you don’t reinforce their intent with a matching headline and purpose (quickly and clearly).
This example shows a a great example of message match from ad to landing page used for a pay-per-click campaign.
Dynamically insert keyword searched.
By ensuring a strong message match, you are letting the visitor know that they made a “good click”.
A weak message match will result in a higher bounce rate and thus a drop in conversion rate.
The user doesn’t want to think, have a clear path to conversion
Make it obvious
Landing pages should have all navigation and extra links removed so there is only a single action for your visitors to take: Click your call-to-action.
Privacy policies and large blocks of important information can be included in a popup or accordion to keep visitor on page
Segmentation
To find user intent
To provide more targeted, personalized information for the user
Think about your buyer personas, different users will have different needs and questions: CEO will ask different questions than an intern (cost vs. usability)
The golden rule: The shorter the form, the more likely the visitor will fill it out.
Ex: Phone number – do you call them?
Consider the value of the exchange
Can you use marketing automation for progressive profiling?
Switch up copy layout between short paragraphs and bullet points, bolding/highlighting important information
Unfortunately, you have to do that without ever getting the chance to meet them face-to-face, look them eye or shake their hand. In fact, very few traditional trust-building activities involved in building a relationship are available to marketers in an online transaction.
Fortunately, the human brain loves shortcuts, giving marketers the opportunity to build trust without completing these typical activities. So we’ll focus on these shortcuts (or online handshakes, if you will) that we can use to build trust online.
For example, when a visitor sees that you have 15,000 subscribers, they assume that if that many subscribers see value in your content, they shouldn’t hesitate to subscribe.
Don’t use any images that don’t directly support the call-to-action or offer
Choose imagery strategically
Draw attention or break up text
Should elicit an emotional response
support or describe the offer or provide context
Include a preview or demo of your product (a little try-before-you-buy technique), for a white paper: first few pages or chapter (like Amazon does) — demonstrates value
Directional Cues
Don’t expect visitors to scroll
Color theory and impacts on emotion
Thank you pages are one of the most under-utilized opportunities
To better qualify leads
When we added a form to our webinar sign up thank you page we had almost a 45% conversion rate.
Keep them converting and consuming your content, build their brand loyalty by continuing to add value
THIS IS WHERE YOU Include social sharing buttons, on the thank you page only
To keep you from running tests willy nilly, OR testing 41 shades of blue like Google has been known to do, you’ll want to develop a strategy for optimization.
Adam will talk more about setting up goals in a few. What are your business or marketing goals and how does this page support them? As I mentioned previously, 1 page, 1 purpose: including multiple objectives within each page leads to confusion. So choose just one. This holds true for optimizing your website as well as your landing pages.
Carefully review your analytics data and see where you might have high traffic, but low conversion rate. OR a high exit rate or high visitor acquisition costs. These are great places to start your optimization efforts.
Carefully review all your page elements to find where you could reduce anxiety and distraction while increasing the relevance, clarity and urgency of your value proposition.
Lastly you’ll want to test your hypothesis by running an A/B or Multivariate test. And then keep doing this…test and iterate, test and iterate.