landing pages and post click marketing (pubcon vegas 2009)
DESCRIPTION
Presentation by Janet Driscoll Miller at Pubcon 2009 in Las Vegas covering landing pages and post-click marketing.TRANSCRIPT
Landing Pages and Post-Click Marketing
Presented by:Janet Driscoll Miller
Search Mojo
Landing Pages
Landing Pages
Website Home PageAverage Conversion Rate: 1.17%
Targeted Website PageAverage Conversion Rate: 2.40%
Landing Pages
Website Home PageAverage Conversion Rate: 1.17%
Targeted Website PageAverage Conversion Rate: 2.40%
Special Landing PageAverage Conversion Rate: 12.5%
OKOK
BETTERBETTER
BESTBEST
First Step:Use a Dynamic Programming
Language• Increases flexibility
– Add keyword dynamically to title, etc.• Ease of multivariate testing
– Add or remove individual page elements for testing quickly
– Perform real-time tests• Quickly incorporate best performing elements into all
pages– Example: One form for all landing pages
• Track performance to keyword level
Landing Pages• Stay on targeted message• Keep information “above the fold” – avoid
scrolling• Pass keyword through URL to headline• Consider removing website navigation• Try to stick to one call to action, but
provide an “escape hatch” (ex: learn more)• MUST READ: MarketingSherpa Landing
Page Handbook
Multivariate and A/B Testing
• Incorporate analytics• Google Website Optimizer
– Doesn’t allow for changes (or additions) to a test– Not as simple as it appears on first glance
• If you know the HTML programming to make this work, you can likely just do dynamic programming, which is more flexible.
• What to test?– To truly make landing pages the most effective they can
be, you MUST continually test them against other versions– While one layout works for one ad group, company or
product, it may not work as well for another– Test page elements, page layouts, and messaging
Video and Landing Pages
Case Study 1:Video Offer vs. Whitepaper Offer
Video Landing PagesBest Practices
• Don’t set the video to “auto-play.”• Use the video as your “hero shot.”• Use video that delivers on your promise. • Ensure optimal load times. • Test various elements of the video
where possible. • Use Google Website Optimizer to
measure.
Conversion Paths
Conversion Paths
Why Conversion Paths?
• Segmentation– Provide specific offers to specific types of
visitors• Qualification
– Ensure that the leads you are getting are more qualified
• Gain Partial Data Over Time– Learn from visitors as they progress through
a conversion path• Improved Conversion Rates
Segmentation
Segmentation
Capturing theSegmentation Data
• Use cookies to record data on a path• When the visitor finally signs up, download all
of the cookie data into hidden form fields– This provides your sales force with added
knowledge about the prospect• Use deduplication software for your CRM
– Marketing automation tools (Silverpop Engage B2B, Eloqua)
– RingLead
Conversion Paths
Conversion Paths Example
Final Thoughts
Additional Resources• Research
– Marketing Sherpa Landing Page Handbook
– Marketing Experiments (marketingexperiments.com)
• Books– The Paradox of Choice– The Big Red Fez– Beginners: Web Design for ROI– Advanced: Honest Seduction
• Blogs– Search Marketing Sage
blog.search-mojo.com– Post Click Marketing Blog
postclickmarketing.com
Final Thoughts• Use conversion paths on your website too
– Home page often has highest abandonment rate– Home page is often also the most ranked page in
organic SERPs
Contact Information
Janet Driscoll [email protected] x101
LinkedIn: www.linkedin.com/in/janetdriscollmillerTwitter: janetdmillerFacebook: www.facebook.com/SearchMojo
Webinars: www.search-mojo.com/webinars