Land More Leads With Your Landing Pages

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Marketing Mojo

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

Business Technology

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

@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

@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

@marketingmojo | #mojowebinar | marketing-mojo.com
OUR CLIENTS

@marketingmojo | #mojowebinar | marketing-mojo.com
IT STARTS BEFORE THE
LANDING PAGE…

@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

@marketingmojo | #mojowebinar | marketing-mojo.com

@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

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

@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

@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.

@marketingmojo | #mojowebinar | marketing-mojo.com
TESTING USING GOOGLE
EXPERIMENTS
• Replaced Google Website Optimizer
• Integrated
• Uses Goals

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

@marketingmojo | #mojowebinar | marketing-mojo.com
TESTING USING GOOGLE
EXPERIMENTS
• Multi-Armed Bandit

@marketingmojo | #mojowebinar | marketing-mojo.com
TEST EVERYTHING
• Don’t be a lemming
• Or blindly follow the
HPPO

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

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

@marketingmojo | #mojowebinar | marketing-mojo.com
HERO SHOT TEST
68%
Increase in
Conversions
ORIGINAL VARIATION

@marketingmojo | #mojowebinar | marketing-mojo.com
HEADLINE AND BUTTON TEST
30%
Increase in
Conversions
ORIGINAL VARIATION

@marketingmojo | #mojowebinar | marketing-mojo.com
MARKETING AUTOMATION

@marketingmojo | #mojowebinar | marketing-mojo.com
SHORTER FORMS = HIGHER
CONVERSION
Source: Marketo

@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

@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

@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

@marketingmojo | #mojowebinar | marketing-mojo.com
WHY SOCIAL?

@marketingmojo | #mojowebinar | marketing-mojo.com
TWO OPTIONS WITH SOCIAL
• Social Form Fill
• Social Login

@marketingmojo | #mojowebinar | marketing-mojo.com
WHAT IS SOCIAL FORM FILL?
1 2

@marketingmojo | #mojowebinar | marketing-mojo.com
SOCIAL LOGIN

@marketingmojo | #mojowebinar | marketing-mojo.com
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

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Land More Leads With Your Landing Pages

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

4. @marketingmojo | #mojowebinar | marketing-mojo.com OUR CLIENTS

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

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

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.

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

16. @marketingmojo | #mojowebinar | marketing-mojo.com TESTING USING GOOGLE EXPERIMENTS • Multi-Armed Bandit

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

20. @marketingmojo | #mojowebinar | marketing-mojo.com HERO SHOT TEST 68% Increase in Conversions ORIGINAL VARIATION

21. @marketingmojo | #mojowebinar | marketing-mojo.com HEADLINE AND BUTTON TEST 30% Increase in Conversions ORIGINAL VARIATION

22. @marketingmojo | #mojowebinar | marketing-mojo.com MARKETING AUTOMATION

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

28. @marketingmojo | #mojowebinar | marketing-mojo.com WHY SOCIAL?

29. @marketingmojo | #mojowebinar | marketing-mojo.com TWO OPTIONS WITH SOCIAL • Social Form Fill • Social Login

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

32. @marketingmojo | #mojowebinar | marketing-mojo.com SOCIAL LOGIN

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

Editor's Notes

Make sure ad messaging and landing page messaging match. example: “chevy minivans” Lands on http://colonialautocenter.reachlocal.net/inventory/view/Make/GMC/?utm_source=ReachLocal&utm_medium=ppc&utm_campaign=gmcvs http://www.carmax.com/enus/search-results/default.html?Ep=semlandingpage&ADc=90&ANa=4294967083+4294966921&search=chevy&adcode=GOOAW210493E&s=0&AZ=22903
Examples: “bissell spot bot” http://www.hsn.com/home-solutions/bissell_c-hw_a-2162_xc.aspx?rdr=1&sourceid=googlebrand&cm_mmc=Paid%20Search%20Brand-_-Google-_-Home%20Solutions-_-spotbot%20bissell&utm_source=google&utm_medium=cpc&utm_term=spotbot%20bissell&utm_campaign=Home%20Solutions Vs. http://www.walmart.com/search/search-ng.do?search_query=Bissell%20Spot%20Bot&adid=22222222220027572311&wmlspartner=wmtlabs&wl0=b&wl1=g&wl2=&wl3=16104602256&wl4= Vs. http://www.kohls.com/kohlsStore/home_floorcare/top_brands/bissell.jsp?pfx=pfx_google_roi&cid=tbnbissell Vs. http://www.amazon.com/s/?ie=UTF8&keywords=bissel+spotbot&tag=googhydr-20&index=aps&hvadid=4646123337&hvpos=1t1&hvexid=&hvnetw=g&hvrand=1560641889195713578&hvpone=&hvptwo=&hvqmt=b&ref=pd_sl_7c9ob1exi_b
JENNY
JENNY
JENNY
JENNY Add link to how to set up experiment video
JENNY Add link to how to set up experiment video
JENNY Add link to how to set up experiment video
JENNY
JENNY Samples of tests we’ve done.. Use a poll to see what people think the winner was.
JENNY Samples of tests we’ve done.. Use a poll to see what people think the winner was.
JENNY Samples of tests we’ve done.. Use a poll to see what people think the winner was.
REPLACE WITH JANET AND JENNY

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Editor's Notes