[pubcon 2013] post-click marketing: landing page optimization
DESCRIPTION
Janet Driscoll Miller's presentation from the Pubcon 2013 session "Post-Click Marketing: Landing Page Optimization."TRANSCRIPT
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PUBCON LAS VEGAS
OCTOBER 23, 2013
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SEARCH-MOJO.COM @searchmojo
• Keyword and ad should match
• Ad message and landing page message
should match
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SEARCH-MOJO.COM @searchmojo
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SEARCH-MOJO.COM @searchmojo
• Reduce the number of choices
• Make the call to action stand out
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SEARCH-MOJO.COM @searchmojo
• Use a complementary
color to the overall page
color scheme
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SEARCH-MOJO.COM @searchmojo
• Don’t expect visitors to scroll
• Keep key messages above the fold
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SEARCH-MOJO.COM @searchmojo
Source: Marketo
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SEARCH-MOJO.COM @searchmojo
• Reduced 9 form fields to only 3
Landing Page Conversion
Long Checkout 0.26%
Short Checkout 1.04%
Increase 300%
Source: Marketing Experiments
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SEARCH-MOJO.COM @searchmojo
• The shorter the form, the more likely the
visitor will fill it out.
• Gauge how much information you really
need.
– Ex: Phone number – do you call them?
• Gauge the value of the exchange
– Is this offer really worth all of this
information?
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SEARCH-MOJO.COM @searchmojo
• Try to repeat keyword in the headline of
the page
• Use imagery when possible
• Make copy short, easy to read
– Concise – bullet points are good
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SEARCH-MOJO.COM @searchmojo
• Customer
logos
• Awards/
certifications
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SEARCH-MOJO.COM @searchmojo
Salesforce.com Marketing Automation
Website
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SEARCH-MOJO.COM @searchmojo
• Propagating a user’s profile over time
• Marketers prioritize the fields to capture
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SEARCH-MOJO.COM @searchmojo
• Inside of the tool
– Use the Progressive Profiling form feature
• Outside of the tool
– Use the API
• Helpful for website pages, marketing
library logins
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SEARCH-MOJO.COM @searchmojo
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SEARCH-MOJO.COM @searchmojo
42.3% of
Respondents
Fill Out
Additional
Information
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SEARCH-MOJO.COM @searchmojo
• Offers what search often lacks
– High level of demographic targeting
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
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User clicks on social ad
Mark person as dog lover
Ad targeted towards dog lovers
Landing page, focused on dog products
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SEARCH-MOJO.COM @searchmojo
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SEARCH-MOJO.COM @searchmojo
• Marketing automation
• Third-party tool
• API
https://developer.linkedin.com/documents/sign-linkedin
https://developer.linkedin.com/documents/profile-fields
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SEARCH-MOJO.COM @searchmojo
10% used
social login
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SEARCH-MOJO.COM @searchmojo
• Free A|B
testing
tool now
embedded
in Google
Analytics
• Only
allows for
A|B
testing
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SEARCH-MOJO.COM @searchmojo
• Always keep the promise!
• Follow the basic rules of good landing
pages
• Consider using progressive profiling
• Consider trying social media
• ABT: Always be testing
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SEARCH-MOJO.COM @searchmojo
Janet Driscoll Miller
800-939-5938 x101
Google+: +Janet Driscoll Miller
(and +Search Mojo)
Twitter: @janetdmiller
Facebook:
www.facebook.com/SearchMojo