"Increasing Conversions Through Better Usability" presentation" by ion interactive's Scott Brinker at SMX East 2009.

1. SMX East 2009 Landing Page Usability Usefulness orThrow me a page, people! Scott Brinker (@chiefmartec)President & CTOwww.ioninteractive.com

2. Why? …do we (marketers) build landing pages?

3. Simple: to win more conversions. But HOW do we expect that to happen?

4. Option A: Technology & psychology to “optimize” them to convert.

5. Option B: Givethemwhattheyreallywant.

6. “Thank you, that was exactly what I was looking for.”

7. To do that, we turn to some wisdom from a great book on landing page optimization…

8. * Apologies to Tim Ash.

9. The Man, the Boy, and the Donkey “Please all, and you will please none.”

10. The donkey was the bottleneck.

11. If you want to please everyone,you need a lot more donkeys. (These are digital donkeys.)

12. No, but it’s making us impatient.

13. landing page ad copy keyword intent Searchers expect the pieces to fit together.

14. “Message Match” — A Demonstration

17. “Thank you, that was exactly what I was looking for.”

18. “data recovery”

19. “data storage SOX compliance”

20. “data retention”

21. “snap server NAS”

22. “backup window”

23. “data storage”

24. “business continuity”

25. “Thank you, that was exactly what I was looking for.”

26. >16% conversion rate

27. “Holy cats, man,how many landing pagesare you talking about here!?!”

28. Dozens of landing pages, yes. Hundreds, possibly. Thousands, well, probably not, but…

29. Creating more landing pages won’t harm the rainforest.

31. 20% decrease in cost per acquisition (CPA)

33. Is it humanly possible?

34. 7 Steps to a Landing Page Flying Machine Adopt some kind of CMS for landing pages. Create a set of a reusable design templates. Establish a library of branded and matched art (images, video, interactive widgets, etc.). Standardize data collection and analytics. Use parameterized Flash objects to generate beautiful pages on-demand. Implement simple and fast A/B testing (such as Google Website Optimizer). Optimize your team process and practice.

35. Once you can turn the crank, it’s fresh squeezed landing pages for everyone.

36. 3 ways to juice your search marketing with landing pages message match campaigns & promotions test-driven marketing

37. Campaigns work.

41. Sales promotions work.

44. Test-Driven Marketing: Controlled experiments to discover what people really want.

50. It’s not about the number of tests… It’s about what you’re testing.

51. Find what they’re looking for and give it to them. That’s landing page usefulness.

52. “Thank you, that was exactly what I was looking for.”