[PUBCON 2013] Post-Click Marketing: Landing Page Optimization

PUBCON LAS VEGAS

OCTOBER 23, 2013

SEARCH-MOJO.COM @searchmojo

• Keyword and ad should match

• Ad message and landing page message

should match


• Reduce the number of choices

• Make the call to action stand out


• Use a complementary

color to the overall page

color scheme


• Don’t expect visitors to scroll

• Keep key messages above the fold


Source: Marketo


• Reduced 9 form fields to only 3

Landing Page Conversion

Long Checkout 0.26%

Short Checkout 1.04%

Increase 300%

Source: Marketing Experiments


• 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?


• 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


• Customer

logos

• Awards/

certifications


Salesforce.com Marketing Automation

Website


• Propagating a user’s profile over time

• Marketers prioritize the fields to capture


• Inside of the tool

– Use the Progressive Profiling form feature

• Outside of the tool

– Use the API

• Helpful for website pages, marketing

library logins


42.3% of

Respondents

Fill Out

Additional

Information


• 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

User clicks on social ad

Mark person as dog lover

Ad targeted towards dog lovers

Landing page, focused on dog products


• Marketing automation

• Third-party tool

• API

https://developer.linkedin.com/documents/sign-linkedin

https://developer.linkedin.com/documents/profile-fields


10% used

social login


• Free A|B

testing

tool now

embedded

in Google

Analytics

• Only

allows for

A|B

testing


• Always keep the promise!

• Follow the basic rules of good landing

pages

• Consider using progressive profiling

• Consider trying social media

• ABT: Always be testing


Janet Driscoll Miller

[email protected]

800-939-5938 x101

Google+: +Janet Driscoll Miller

(and +Search Mojo)

Twitter: @janetdmiller

Facebook:

www.facebook.com/SearchMojo

[PUBCON 2013] Post-Click Marketing: Landing Page Optimization

Technology

Transcript of [PUBCON 2013] Post-Click Marketing: Landing Page Optimization