capture and qualify more visitors jeff sauer three deep ... · landing pages in online demand...

Capture and Qualify More Visitors

Confidential and Proprietary Information

Jeff Sauer

Three Deep Marketing

Online Marketing Efforts

Client’s Marketing Tactics

Website Direct Mail Email Paid Search SEO Social Sales

$$


Acquire

Paid Search

Search Optimization

Digital Media

Social Media

Television

Print

Transition

Registration

Email Newsletters

Call Center

Print Inquiry

Store Visit

Rep Sales Call

Sell/Retain

Retail Store

Ecommerce

Sales Reps

Email

A Fan

DB

Why Is Search Important?

Confidential and Proprietary Information 3

• Search represents 35-65% of traffic to most websites

• Search engines drive leads and sales

• Visitors come to you seeking information, often motivated

Who is Searching?

• Broad Category Searches

• High Volume, Questionable Quality

• Low Conversion Rates (less than 1%)

• * Example: “3D TV”

Broad Discovery Searchers

Need Based Searchers

Motivated Searchers


• Now Buyers, ready to purchase

• Brand aware

• High Conversion Rates (often 5-10%)

• * Example: “Sony Bravia 3DTV”

• Identified Need, but not chosen a provider

• Still gathering information, no set timeline

• Opportunity to accelerate decision timeline

• Decent conversion rates (1-2%)

• * Example: “Best 3D TV’s”

Impact of Search in Demand Generation

� Most companies cater search campaigns to “now buyers”

� Now buyers produce low cost, high quality leads

� BUT… there is a limit to how many people fit this


� BUT… there is a limit to how many people fit this profile

� Qualify more visitors by influencing need based searchers by using landing pages

Need Based Searchers

Landing Pages in Online Demand Generation

1. Consumer goes

online seeking

information

2. Prospect Uses Search

Engine to find information

3. Prospective customer

learns about services on

website or landing page

Closed


4. Lead Captured in Database5. Email Marketing

Campaign is Triggered from

Database

6. Deep Analysis of results to

learn what’s working, what’s

not and what can we do to fix it

Closed Loop

Process

DB

LANDING PAGES FOR PAID SEARCH


LANDING PAGES FOR PAID SEARCH

Where do we send Search Visitors?

• Too Many Options

• Indirect Call to Action

• Not Relevant to Keyword

Home Page?


• Not Relevant to Keyword

• High bounce rates

• Low conversion rates

BAD


• Relevant to search query

• Many Navigation Options

• Features instead of benefits

Product or Service Page?


• Features instead of benefits

• Often too much information or not

enough

• Decent conversion rates

• Medium to high bounce rates

BETTE

R


• Extremely relevant to keywords

• Multiple clear Calls to Action

� Buy Online

� $5 Off Retail Coupon

Testimonials

Dedicated Landing Page?


BEST

• Testimonials

• No Navigation

• Persuasive Intro Text

• Strong conversion rates

• Low to medium

Why is the last landing page better?

� Relevant to Keywords

� Clear Call to Action

� Engaging Headline

� High Value Offer


� High Value Offer

� Limited Navigation

� Persuasive Copywriting

� Social Proof (Testimonials)

Examples of Effective Landing Pages

• Multiple Calls To Action

• High Value Offer



� $100 Rebate

• Reasons to Buy

• Low Risk Offers

� Get a Free Estimate

� Free Guide

• Limited Navigation

• Visually Appealing

5-10%

Conversion Rate

Examples of Effective Landing Pages

• Local Phone Numbers


• Local Phone Numbers


� 50% Off Labor

• Product Features

• Live Chat

• Video

• Photo Gallery

• Micro Site

• Testimonials

15-20%

Conversion Rate

IMPROVING LANDING PAGES


IMPROVING LANDING PAGES

14

How to Make a Great Landing Page? Test

� Landing pages can be improved

over time through testing elements

of the site

� What should be tested?

– EVERYTHING!

– Headlines

– Calls to Action


– Calls to Action

– Offers

– Body Text

– Form Size

– Colors

– Buttons

– Navigation

– Anything else you can think of…

As Landing Page Conversion Rate

Increases

Cost Per Conversion Goes down

Total Leads Goes up 900%

Success Story: PPC Campaigns and Landing Pages

Improving Overall Success


• A top 10 US Home Improvement Company in 5 Markets

• Three Deep reduced cost per lead from $487 to $77 for web forms

• Increased conversion rate from 1-8% on landing page due to relevancy and

design

• 82 Leads Per Month turned into 877 leads per month!

Online Demand Generation Process

1. Consumer goes

online seeking

information

2. Prospect Uses Search

Engine to find information

3. Prospective customer

learns about services on

website or landing page

Closed


4. Lead Captured in Database5. Email Marketing

Campaign is Triggered from

Database

6. Deep Analysis of results to

learn what’s working, what’s

not and what can we do to fix it

Closed Loop

Process

DB

Three Deep Capabilities and Certifications

� 30+ person online marketing team (7 MBAs)

� 10 person appointment setting contact center

– Scripted using best practice methodologies

� Manage $4+ million in paid search spending

� Manage 30+ million consumer database

� 120 million emails forecasted for 2011


� Fortune 100 and midsize clients

� Certified Google Adwords; just 1 of 7 MN firms

� Exclusive Google Analytics certification; just 1 of 40 USA firms

18

Three Deep in the News


-Three Deep named the 9th Best Place to

Work Among Small Businesses in

Minneapolis/St. Paul 2010

- #1238 Fastest Growing Private Companies in America by Inc. Magazine 5000

-Ranked #18th Fastest Growing Companyin Twin Cities

-

Three Deep Services

Strategic ServicesSales and Marketing Alignment

Search Marketing Research

Customer Relationship Management

Social Network Marketing

Search Engine MarketingPaid Search Marketing

Search Engine Optimization

Website Conversion

Landing Page Optimization

Generate

Demand


Interactive MarketingCampaign Management

Email Marketing

Social Media Marketing

Reporting and Analysis

Technology ServicesCRM Integration

Marketing Automation

Web Analytics

Database Marketing

Demand

&

Drive

Results

capture and qualify more visitors jeff sauer three deep ... · landing pages in online demand...

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