MarketoUser Summit

2010

Landing Page Optimization:

Matching Content to Intent

Bill Barnes EVP & Co-founderEnquiro Search Solutions Inc.

Matching Content to Intent

What is the intent of your customer?

What is the objective of the landing Page?Is there a Clear Path to get there?Do you have control or does IT?

Are you testing?

Are you testing?

Are you testing?

Matching Content to Intent

Matching Content to Intent

Matching Content to Intent

Matching Content to Intent

Matching Content to Intent

Matching Content to Intent

Matching Content to Intent

Matching Content to Intent

Matching Content to Intent

Matching Content to Intent

Matching Content to Intent

Small things can make a big difference

Small things can make a big difference

How much of a difference?

44% clicked “Shop Now”; 56% clicked “Apparel”

12% clicked “Shop glassware”;88% clicked “Apparel”

The Difference Intent Makes

General Research Focused Task

The Fastest Path

The Fastest Path

The Fastest Path

The Fastest Path

Oops

“Digital Cameras”

Oops

Thank You

bill.barnes@enquiro.com