SEMPDX_SearchFest_Landing_Pages_2012

twitter: @ioninteractivewww.ioninteractive.com

What’s Hot & Spicy in LPOPresented by ion interactive

@ioninteractive

LANDING PAGES 3.0

Landing pages: What’s hot right now...

1. Relevant 2. Interactive 3. Dynamic 4. Progressive5. Mobile Ready6. Social7. Social Sign-on8. Disposable9. Data-mined 10. Integrated

Conversion rates are the same today as they were in the 1990’s—about 2.5%

Customized design, maximum flexibility

Design School‣ Lead generation‣ Program micro-sites‣ Over 100% increase in

conversions‣ Higher lead quality than

website leads

Higher conversions, lower cost per acquisition

American Greetings‣ E-commerce optimization‣ Multi-brand, multi-channel‣ 30% increase in conversion‣ 20% reduction in CPA‣ Thousands of landing pages &

WHAT WE FIND: 5.8%More than double industry average.

1. RELEVANT

Optimized landing pages for Keyword groups

Product Keyword

Brand Keyword

Need Keyword

Single Relevant Landing Page

Optimized landing pages for Keyword groups

Product Keyword

Brand Keyword

Need Keyword

Single Relevant Landing Page

Keyword Targeted Landing Pages

Product Keyword

Brand Keyword

Need Keyword

Localized versions

Ask them....

Keyword-targeted landing experiences

Long-tail “MP3” keywords including content substitution for search query.

Be relevant

✓ Keyword group✓ Browser language detection✓ Geo-location✓ Hyper-local versions of pages (images, content, locations)✓Makes it relevant to them—increases specificity

2. INTERACTIVE

Images that “swipe”

Interactive roll-overs

Interactive elements, like roll-overs, tabs & accordions are coded once and then re-used multiple places

Lightbox content

Accordion content

Tabbed content

Interactive content

✓ Tabs, accordions, rotators, swipes, pop ups, lightboxes✓ “On page” content exploration✓ Uses page real estate efficiently✓ Conversion focused✓ High production resources✓ Dynamic templates make it fast & easy to produce

3. DYNAMIC

Ask a question

Follow it through

Dynamic keyword insertion

Geo location targeting

Dynamic

✓ Swap content on pages based on keywords, behaviors, etc✓ Swap images on pages based on Geo, Campaign ID✓ Increases relevancy & specificity✓ Increases odds of conversion

4. PROGRESSIVE

MULTI-TOUCH

1st contact

2nd contact

3rd contact

Update contact info

Progressive profiling

✓ Reduces reliance on longer 1st forms✓ Removes conversion barriers✓ Relies on lead nurturing/drip marketing to bring them back

for progressive steps

MULTI-STEP

Step 1

Step 2

Each step branches for relevant content

Step 1

Step 2, 3, thank you!

Step 1

Step 2

Thank you!

Multi-step forms

✓ Visitors love them!✓ Reduces perceived barrier to conversion✓ Allows each progressive step to be more relevant

5. MOBILE READY

Is it time to go mobile on your landing pages?

✓ Almost 7% of US web traffic comes from mobile and other non-computer devices

✓ US adults spend more time with mobile than with print magazines and newspapers combined

✓ 60% plan to use their smartphone and tablet for shopping this holiday season

✓ Mobile sales will quadruple by 2015✓ 67% of consumers will use their smartphones to find store locations, 59%

to compare prices, 51% to obtain product information, 46% to check product availability, 45% to read reviews, 45% to shop online, 41% to find and use coupons, 40% to scan bar codes, and 35% to access social media (Source: Deloitte’s 2011 Annual Holiday Survey)

✓ 75% of heavy mobile users said mobile search makes their lives easier, 63% said access to mobile search has changed the way they gather information, and 32% said they use mobile search more than search engines on their computers (Source: Performics 2011 Mobile Search Insights Study, conducted by ROI Research)

MOBILE TEMPLATES

Mobile-version (using mobile templates)

AUTOMATIC MOBILE

Automatically optimized for mobile browser

Create mobile versions for high-traffic campaigns

Automatic mobile optimization

Mobile-optimized pages

✓Monitor your mobile traffic to determine volume and areas of opportunity

✓ Hand-crafted pages for mobile campaigns✓ Decide which content to place on page and how to

position✓ Automatic optimization to “catch” mobile traffic✓ Reduces effort to produce mobile

✓ Landing page best practices still apply!!!!!✓Make it easy to convert

5. SOCIAL

Social beacons can provide assurances

Fans & videos provide ‘social proof’

Social engagement may be a form of conversion

Social is the conversion...

Social conversions

6. SOCIAL SIGN-IN

Easy conversion with social

Increase data accuracy

Increase user engagement

Social Sign-in

✓ Users register using an existing identity, reduces barriers and makes it easy to convert

✓ 25% of online publishers and eCommerce companies have implemented social sign-in

✓ 92% of users surveyed are aware of social sign-on✓ 42% agreed that companies offering social sign-on are

more up to date✓ Increases odds of conversion, build engagement and

evangelism

7. DISPOSABLE

Make them quickly, efficiently

Disposable

✓ Don’t over-invest in creative that may not be effective✓ Use templates✓ Re-useable images✓ Re-useable content

✓ Reduce reliance on tech & design resources✓ Allows you to scale efficiently—multiple versions, more

dynamic, etc✓ Enables agility—quick speed to market with your ideas

8. DATA-MINED

What to look for

✓ Bounce rate✓ Conversion rate✓ Conversion quality

✓ Lead engagement (pre and post conversion)✓ Lead quality✓ Order value

✓ Visitor behavior on the page✓ Which actions lead to conversion? Which don’t?

✓ Results by traffic sources

9. INTEGRATED

Single landing page

Single Landing Page

display

social

mobile

affiliate

Single and Targeted Landing Experiences

display

social

mobile

affiliate

display

social

mobile

affiliate

Single Landing Page Targeted Landing Pages

Integrate your marketing tools

Integrate

✓ Beyond the marketing department✓ From PPC to Social✓ All of your marketing tools

TEST!!If not now, when?

Email sdelz@ioninteractive.com for a Guide to Online Testing

Thank you for joining us today!Presented by ion interactive

@ioninteractiveinfo@ioninteractive.com

WILL YOUR LANDING PAGES BEHOT & SPICY IN 2012?

SUSAN DELZAccount Development Directorsdelz@ioninteractive.comion_poodle

SEMPDX_SearchFest_Landing_Pages_2012

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Transcript of SEMPDX_SearchFest_Landing_Pages_2012

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