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SEMPDX_SearchFest_Landing_Pages_2012
1.
LANDING PAGES 3.0 What’s
Hot & Spicy in LPO Presented by ion interactive @ioninteractive twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
2.
Landing pages: What’s
hot right now... 1. Relevant 2. Interactive 3. Dynamic 4. Progressive 5. Mobile Ready 6. Social 7. Social Sign-on 8. Disposable 9. Data-mined 10. Integrated twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
3.
WHY?
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
4.
Conversion rates are
the same today as they were in the 1990’s—about 2.5% twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
5.
Design School Customized design,
maximum flexibility ‣ Lead generation ‣ Program micro-sites ‣ Over 100% increase in conversions ‣ Higher lead quality than website leads twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
6.
American Greetings Higher conversions,
lower cost per acquisition ‣ E-commerce optimization ‣ Multi-brand, multi-channel ‣ 30% increase in conversion ‣ 20% reduction in CPA ‣ Thousands of landing pages & tests twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
7.
WHAT WE FIND:
5.8% More than double industry average. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
8.
1. RELEVANT
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
9.
Optimized landing pages
for Keyword groups Product Keyword Brand Keyword Need Keyword Single Relevant Landing Page twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
10.
Optimized landing pages
for Keyword groups Product Keyword Product Keyword Brand Keyword Brand Keyword Need Keyword Need Keyword Single Relevant Keyword Targeted Landing Page Landing Pages twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
11.
Localized versions
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
12.
Localized versions
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
13.
Localized versions
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
14.
Ask them....
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
15.
Ask them....
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
16.
Keyword-targeted landing experiences Long-tail
“MP3” keywords including content substitution for search query. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
17.
Be relevant ✓ Keyword
group ✓ Browser language detection ✓ Geo-location ✓ Hyper-local versions of pages (images, content, locations) ✓ Makes it relevant to them—increases specificity twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
18.
2. INTERACTIVE
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
19.
Images that “swipe”
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
20.
Images that “swipe”
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
21.
Interactive roll-overs
Interactive elements, like roll-overs, tabs & accordions are coded once and then re-used multiple places twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
22.
Lightbox content
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
23.
Lightbox content
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
24.
Lightbox content
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
25.
Lightbox content
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
26.
Accordion content
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
27.
Tabbed content
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
28.
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 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
29.
3. DYNAMIC
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
30.
Ask a question
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
31.
Follow it through
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
32.
Dynamic keyword insertion
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
33.
Dynamic keyword insertion
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
34.
Geo location targeting
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
35.
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 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
36.
4. PROGRESSIVE
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
37.
MULTI-TOUCH
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
38.
1st contact
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
39.
2nd contact
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
40.
3rd contact
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
41.
Update contact info
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
42.
Progressive profiling ✓ Reduces
reliance on longer 1st forms ✓ Removes conversion barriers ✓ Relies on lead nurturing/drip marketing to bring them back for progressive steps twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
43.
MULTI-STEP
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
44.
Step 1
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
45.
Step 2
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
46.
Each step branches
for relevant content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
47.
Step 1
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
48.
Step 2, 3,
thank you! twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
49.
Step 1
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
50.
Step 2
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
51.
Thank you!
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
52.
Multi-step forms ✓ Visitors
love them! ✓ Reduces perceived barrier to conversion ✓ Allows each progressive step to be more relevant twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
53.
5. MOBILE READY
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
54.
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) twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
55.
MOBILE TEMPLATES
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
56.
Mobile-version (using mobile
templates) twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
57.
Mobile-version (using mobile
templates) twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
58.
AUTOMATIC MOBILE
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
59.
Automatically optimized for
mobile browser twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
60.
Create mobile versions
for high-traffic campaigns twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
61.
Automatic mobile optimization
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
62.
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 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
63.
5. SOCIAL
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
64.
Social beacons can
provide assurances twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
65.
Social beacons can
provide assurances twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
66.
Fans & videos
provide ‘social proof’ twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
67.
Fans & videos
provide ‘social proof’ twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
68.
Social engagement may
be a form of conversion twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
69.
Social is the
conversion... twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
70.
Social conversions
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
71.
Social conversions
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
72.
6. SOCIAL SIGN-IN
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
73.
Easy conversion with
social twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
74.
Increase data accuracy
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
75.
Increase user engagement
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
76.
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 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
77.
7. DISPOSABLE
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
78.
Make them quickly,
efficiently twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
79.
twitter: @ioninteractive
www.ioninteractive.com © i-on interactive, inc. All rights reserved.
80.
twitter: @ioninteractive
www.ioninteractive.com © i-on interactive, inc. All rights reserved.
81.
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 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
82.
8. DATA-MINED
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
83.
twitter: @ioninteractive
www.ioninteractive.com © i-on interactive, inc. All rights reserved.
84.
twitter: @ioninteractive
www.ioninteractive.com © i-on interactive, inc. All rights reserved.
85.
twitter: @ioninteractive
www.ioninteractive.com © i-on interactive, inc. All rights reserved.
86.
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 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
87.
9. INTEGRATED
twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
88.
twitter: @ioninteractive
www.ioninteractive.com © i-on interactive, inc. All rights reserved.
89.
twitter: @ioninteractive
www.ioninteractive.com © i-on interactive, inc. All rights reserved.
90.
twitter: @ioninteractive
www.ioninteractive.com © i-on interactive, inc. All rights reserved.
91.
Single landing page
email display social PPC mobile affiliate Single Landing Page twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
92.
Single and Targeted
Landing Experiences email email display display social social PPC PPC mobile mobile affiliate affiliate Single Landing Page Targeted Landing Pages twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
93.
Integrate your marketing
tools twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
94.
Integrate ✓ Beyond the
marketing department ✓ From PPC to Social ✓ All of your marketing tools twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
95.
TEST!! If not now,
when? Email sdelz@ioninteractive.com for a Guide to Online Testing twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
96.
WILL YOUR LANDING
PAGES BE HOT & SPICY IN 2012? Thank you for joining us today! Presented by ion interactive @ioninteractive info@ioninteractive.com twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
97.
SUSAN DELZ Account Development
Director sdelz@ioninteractive.com ion_poodle twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.
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