View the full recorded webinar at http://bit.ly/17LSsUk.

1. @marketingmojo | #mojowebinar | marketing-mojo.com
LAND MORE LEADS
WITH YOUR LANDING PAGES
Jenny DeGraff,
Web and graphic designer
Janet Driscoll Miller,
President and CEO

2. @marketingmojo | #mojowebinar | marketing-mojo.com
TODAY’S PRESENTERS
Janet Driscoll Miller
President and CEO,
Marketing Mojo
Follow on Twitter: @janetdmiller
Jenny DeGraff
Web and Graphic Designer,
Marketing Mojo
Follow on Twitter: @JennyDeGraff

3. @marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Search engine marketing firm founded in 2005
› Search engine optimization (SEO)
› Pay-per-click advertising management (PPC)
› Social media advertising
› Online reputation management
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at MarketingExperiments, SMX, MarketingProfs, PubCon and more
• Work with multiple marketing automation tools, including Marketo, Eloqua, Silverpop
and Hubspot

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OUR CLIENTS

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IT STARTS BEFORE THE
LANDING PAGE…

6. @marketingmojo | #mojowebinar | marketing-mojo.com
KEEPING THE PROMISE
• Keyword and ad should match
• Ad message and landing page message
should match
• Consistency in the message across
keyword, ad and landing page

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8. @marketingmojo | #mojowebinar | marketing-mojo.com

9. @marketingmojo | #mojowebinar | marketing-mojo.com

10. @marketingmojo | #mojowebinar | marketing-mojo.com
DYNAMIC KEYWORD INSERTION (DKI)
• Often messes up the promise!
• Common issue with online retailers
› So much inventory – can be tough to
personalize properly

11. @marketingmojo | #mojowebinar | marketing-mojo.com
DATA-DRIVEN
LANDING PAGE DESIGN

12. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY TEST?
• Guessing vs. Knowing
› 4 seconds to capture attention
› The stage in the campaign funnel most
vulnerable to abandonment
› Ensure maximum return on your marketing
investments

13. @marketingmojo | #mojowebinar | marketing-mojo.com
TYPES OF TESTING
• A|B Testing
› Tests one whole page
against another
• Multivariate Testing
› Tests multiple elements
on a page vs. each other
in combinations
vs.

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TESTING USING GOOGLE
EXPERIMENTS
• Replaced Google Website Optimizer
• Integrated
• Uses Goals

15. @marketingmojo | #mojowebinar | marketing-mojo.com
TESTING USING GOOGLE
EXPERIMENTS
• A|B|N Testing
• Test up to 5 full versions of a single page
VS

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TESTING USING GOOGLE
EXPERIMENTS
• Multi-Armed Bandit

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TEST EVERYTHING
• Don’t be a lemming
• Or blindly follow the
HPPO

18. @marketingmojo | #mojowebinar | marketing-mojo.com
THINGS TO TEST
• Form on every page
• Button colors
• Page layout
• Headlines
• Copy
• Images
• Video

19. @marketingmojo | #mojowebinar | marketing-mojo.com
HEADLINE TEST
ORIGINAL VARIATION
65%
Increase in
Conversions

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HERO SHOT TEST
68%
Increase in
Conversions
ORIGINAL VARIATION

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HEADLINE AND BUTTON TEST
30%
Increase in
Conversions
ORIGINAL VARIATION

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MARKETING AUTOMATION

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SHORTER FORMS = HIGHER
CONVERSION
Source: Marketo

24. @marketingmojo | #mojowebinar | marketing-mojo.com
SHORTER FORMS = HIGHER
CONVERSION
• Reduced 9 form fields to only 3
Landing Page Conversion
Long Checkout 0.26%
Short Checkout 1.04%
Increase 300%
Source: Marketing Experiments

25. @marketingmojo | #mojowebinar | marketing-mojo.com
PROGRESSIVE PROFILING
• Propagating a user’s profile over time
• Marketers prioritize the fields to capture

26. @marketingmojo | #mojowebinar | marketing-mojo.com
USE PROGRESSIVE PROFILING
• Inside of the tool
› Use the Progressive Profiling form feature
• Outside of the tool
› Use the API
» Helpful for website pages, marketing
library logins

27. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY SOCIAL?
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level

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WHY SOCIAL?

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TWO OPTIONS WITH SOCIAL
• Social Form Fill
• Social Login

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WHAT IS SOCIAL FORM FILL?
1 2

31. @marketingmojo | #mojowebinar | marketing-mojo.com
IMPLEMENTING SOCIAL LOGIN
ON FORMS
• Marketing automation tool
• Third-party tool
• API
https://developer.linkedin.com/documents/sign-linkedin
https://developer.linkedin.com/documents/profile-fields

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SOCIAL LOGIN

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CONTACT
Janet Driscoll Miller
jmiller@marketing-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
Twitter: @janetdmiller
Jenny DeGraff
jdegraff@marketing-mojo.com
800-939-5938 x118
Google+: +Jennifer DeGraff
Twitter: @JennyDeGraff