advanced landing page tactics
DESCRIPTION
I gave this presentation at SearchFest up in Portland this past spring in '09. It covers advanced landing page concerns, tactics and strategies. Awesome resource for those of you with solid landing pages, but are looking to gain even more success with some tricks of the trade.TRANSCRIPT
Advanced Landing Page Tactics
Presented by:
Joanna LordCo-Founder & CMO
TheOnlineBeat.com
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009
Face-Smacking Stats…
• 44 % of B2B companies are still driving traffic to the homepage rather then unique landing pages.
• 62 % still have 6 or fewer landing pages built out
• 52 % actually have landing page testing set-up
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009
QuickTime™ and a decompressor
are needed to see this picture.
* Stats taken from MarketingSherpa Dec 2008/Marketo.com summary
What we will NOT be talking about(but is still worth mentioning…)
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009
The Basics:
Specific To the query, keyword lineage, easy navigation, right fit
Clean & ConciseBullets, small paragraphs, drop unneeded fields
Call to ActionBig, clear, visually appealing, buzz word usage
Branded, Certified, Trusted Positive words, official site, certified seal, personable
What we will be talking about…
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009
How to make every user worth more to you.
The 2 Sides of Advanced
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009
On-Site Tactics
Multivariate testingMulti-page pathwaysSecondary conversionsBrandingCreate an experience
In-House Tactics
StreamlineAutomateConnect multiple goals
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009
In-House Tactics
Streamline every process possible
Build Out Landing Page Templates Content Management SystemAuto-Expire PagesPreview/ Q&A SystemData CollectionAuto-Remove Bad Performers
On-Site Tactics…a little more (okay lot more) complicated
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009 SecondaryConversion
Advertisement
AddressingCustomer Concerns
DualAudience
Safety
PrimaryConversion
Multi-MediaAttention Grabber
DualNavOptions
1. Anticipate User Flows
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009
- Dual Option Button (pre-page them)
- Multiple Page Pathway
- Present Same Info 2 WaysVisually/TextStandard/Rich MediaOn Site/Downloadable
2. Go Beyond Conversion
- Branding/Post-Conversion Focus
- Viral/Social Media Add-Ons (Tweet This/Become a Fan/Share This)
- Interaction/TOS
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009
3. Push Your Testing
- Multivariate (simultaneous testing of variables)
- Macro-summary of data
- Multiple toolsets & integration
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009
Summary for those of you Tweeting…
2 Sides of Advanced Landing Page Optimization
– In-House• Streamline/Automate
– On-Site• Anticipate more complex pathways• Redefine conversion for you company• Push your testing parameters and revisit data collection
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009
That about does it…
Thank You!!Questions or Comments?
Email: [email protected]
Twitter: @joannalordwww.theonlinebeat.com
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009