Are you R.E.A.D.Y to Lift Your Conversions? Marketo Summit 2013
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Transcript of Are you R.E.A.D.Y to Lift Your Conversions? Marketo Summit 2013
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Are You READY to Lift your conversions?!Mary D’Alatri, ion interactive Rick Siegfried, Marketo
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Meet Your Speakers
Mary D’AlatriDirector of Account Services, ion interactive
Rick SiegfriedMarketing Programs Specialist, Marketo
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Are Your Landing Pages READY for Conversions?
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R.E.A.D.Y- ion’s 25-Point Framework• Creates a comprehensive approach to
developing landing experiences, incorporating a wide-range of best practices and strategically sound tactics
• Ensures that all conversion-influencing opportunities are utilized for high-impact results
• Serves as the framework to guide your test/experience planning and execution
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Relevancy
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Are Visitor’s Expectations Being Met?1. Fulfills Promises2. Targeted & Specific 3. Design Match 4. Visually Appealing 5. Speaks the Audience’s Language
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Fulfills Promise
• Message matched• Delivers on promise• Keyword targeted
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Targeted and Specific
• Excellent geo targeting
• Keyword targeted content
• Keyword targeted imagery
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Design Match
• Similar look & feel from ad to microsite• Brand consistency• Continuous “scent”
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Visually Appealing
• First impressions count
• Easy on the eye
• Simple, intuitive
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Speaks the Audience’s Language• Audience identity• Language/
terminology is specific to job
• “This is for me”
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Touched by a Human
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Touched by a Robot
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Human vs. Robot
Who Will Prevail?
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15% Higher Click-Thru Rate
Leading to 20 more registrants
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Engagement Relevancy isn’t enough. Compel
visitors towards the next step.
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Are Communicating Your Value Proposition?
1. Compelling value proposition2. Real & tangible benefits3. Emotional appeal4. Persuasive content5. Intuitive design
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Compelling Value Proposition
• Answers “why StreamSend?”
• Differentiates from competitors
• Benefit-driven headline
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Real, Tangible Benefits
• Benefits geared toward small business & accounting newbies
• Clickable benefits give additional info
• Customer explain benefits
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Emotional Appeal
• Feeds the right brain• Imagery & colors set
the “mood”• Language expresses
meaning & inspiration - “Family First”
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• Form is front & center• Woman’s gaze is
an implicit directional cue
• Progressive form conversion
• With progressive indicators
• LOVE!
Intuitive Design
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Persuasive Content
• Feature content, supported by beautiful imagery
• Conversational headlines and sub headlines
• Honest/genuine
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I WANT YOU!
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Asking About the Population?
Or Talking to
You?
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9% Higher Click-Thru Rate
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Authoritative
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Are you Assuring Visitors You’re Trustworthy
1. Trust assurances2.Credibility3.Context of use4.Social proof 5.Brand consistent
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Trust Assurances
• Truste• Norton• “Our promise
to you”• Social proof
(over 3M customers)
• Since 1998• Telephone
number
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Credibility
• Communicates brand personality
• Testimonial• Price disclosure • Product imagery
with comparison tool, video and webinar resources
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Context of Use
• Implies ease of use• Describes who uses
the product• Customer imagery • Outlines
compatible devices • Outlines
compatible cards
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Social Proof
• Expert social proof• Celebrity social proof• User social proof• Wisdom of the crowds • Wisdom of your friends
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Brand Consistent
• Known brands influence buying decisions
• Consistent brand logos, colors, fonts, design & personality
• Brand & trust are always entwined
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A Little Lick of Content
And Some
Sick Social Proof
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The Content is What We’re Stressing
But There’s No Social Blessing
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I Wish I May, I Wish I Might
Which Page Will
Win Tonight
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10% More Conversions Will Suffice
When Someone Says It’s Very Nice
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DirectionalMove Your Visitors Forward
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Are you Moving Visitors to Their Goal?
1. Clear call to action2. Frictionless choices3. Minimal distractions 4. Motivation &
incentives 5. Progressive
conversion
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Clear Call to Action
• Singular CTA• Except for those
“already using Quickbooks”
• “Try it free” consistent throughout content
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Frictionless Choices
• Simple design• Only one thing to do• Easy entry• Implicit
directional cue
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Minimal Distractions
• Distinct options• Self-selection of most
desirable product • Gently guides visitor into
shopping experience
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Motivation & Incentives
• Time savings - takes 3 minutes or less!
• Clock icon reinforces message
• “…uniquely matched to your needs and budget.”
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Progressive Conversion
• Three step segmentation process buckets visitors
• Progressive and more relevant
• A lot of clicks requires a lot of payoff
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Yield OptimalThe best landing pages get results,
but require testing.
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Are you Implementing Best Practices to Maximize Conversions?
1. Post-conversion strategy 2. Clear hypothesis 3. A/B or MVT test 4. Testing requirements5. Actionable next steps
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Post Conversion Strategy • Leveraging thank you page for additional • engagement & brand building • Follow, like, pin, etc.• Additional resources• Upsell to cross-sell
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Test Planning
• Clear hypothesis• A/B or MVT test• Testing
requirements• Actionable
next steps
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One is the
Loneliest
Number
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Two’s a Crowd
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The Study of Singular
VersusMarketing Multiple
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12% Higher Click-Thru Rate
Leading to 50 More Registrants
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So, what’s this webinar about?
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Well, this looks cool
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Heavy Content vs. Heavy Visual
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GOTCHA! Identical
Conversion Rates of 29%!
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Mary D’AlatriDirector of Account Services, ion interactive
Rick SiegfriedMarketing Programs Specialist, Marketo