advanced landing page tactics
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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: joanna@theonlinebeat.com
Twitter: @joannalordwww.theonlinebeat.com
@joannalord | TheOnlineBeat.com
SearchFest | March 10, 2009
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