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Winning at the Moment of Truth: Beyond Landing Pages To Capture Conversions
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Seven ways to win at the moment of truth. What will you do with your 1/20th of a second?
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Winning at the Moment of Truth: Beyond Landing Pages To Capture Conversions
1.
Beyond landing pages
to capture conversions Winning at the Moment of Truth
2.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com What Is The Moment Of Truth? Why Does It Matter? 7 Characteristics OF MOTs That Win Statistics And Examples To Inspire You What’s Inside...
3.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com
4.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com
5.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com 71%of people use the internet on a daily basis for their business purchase decisions.
6.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com What does that 71% do? Will they stay on your pages? Will they engage on your pages? Will they take action on your pages? Will you build a relationship that endures?
7.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Lindgaard G., Fernandes G. J., Dudek C. & Brown, J., "Attention web designers: You have 50 milliseconds to make a good first impression!", Behaviour and Information Technology, 25:115 - 126 (2006).
8.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Impress Instantly Engage Deeply Experiment Boldly Move Quickly Target Precisely Play Nicely Connect Everywhere 7 Characteristics of Winning Moments of Truth
9.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com 1. Impress instantly
10.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Beauty is underrated. People do judge a book by its cover.
11.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Are you making the right first impression? • Stock imagery • Clunky design • Lacks credibility
12.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Do you care about your visitor's experience? If only my fingers were a little smaller! Too many choices...
13.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Differentiate your brand from the rest.
14.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com • Device-optimized • Clear message • Intuitive design • Finger-friendly
15.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com • Beautiful imagery • Simple, focused content • Clear call-to-action • Multi-page • Multi-step • Progressive conversion
16.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com "Great digital experiences don't happen by accident...they must be actively designed." - Forrester, July 2012
17.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Did an online experience influence whether or not you purchased a product or service from a brand? Q:
18.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com A: YES 97%- 2009 Razorfish Digital Brand Experience Report
19.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Design digital experiences your visitors will love
20.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com 2. Engage deeply
21.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Forget formula. Break out of the boring 1-page landing page box.
22.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com "74% of businesses believe user experience is key for improving sales" - eConsultancy Q1 2013
23.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Are you compelling your visitors to take action? • No imagery • No design • No call-to-action • Painful form
24.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Are you going beyond the page? • Too much copy • Overwhelming page • No call-to-action
25.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Are you differentiating from your competitors? • Generic content • Poor targeting • No value prop
26.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com
27.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com • Seductive design • Highly relevant • Highly valuable • Deeply engaging
28.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com • Hyper-targeted • Highly focused • Contextually relevant
29.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com • Progressive conversion • Propels through funnel • Personalized experience
30.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com • User-centric • App-like • No scrolling. No pinching
31.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com 3. Experiment boldly
32.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Who's afraid of the big, bold test? Not I!
33.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com 320% increase in leads
34.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com 110% lift in conversion rate
35.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com 700% conversion lift over benchmark pages
36.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com A series of test waves leads to a 264% conversion lift
37.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Don’t guess what your visitors will love... Test it...to know for sure.
38.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com 4. Move swiftly
39.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Be agile. Move quickly. Stay swift.
40.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Even with the explosion of online marketing touchpoints...
41.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com ...we must ensure every experience is a great one.
42.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com "As soon as we get statistical significance on a test, we drive immediately to a champion in real time. On Mother’s Day alone, the real-time change in traffic splits resulted in over $45,000 in incremental revenue. " Move quickly to move the conversion needle.
43.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Landing experiences must be reusable. And disposable.
44.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com "The goals of Agile Marketing are to improve the speed, predictability, transparency, and adaptability to change of the marketing function." - Jim Ewel
45.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com "Agile leads to marketing that is done in a rapid, iterative, experimental, don’t- be-afraid-to-fail fashion…" - Jim Ewel
46.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com DESIGNER WRITER CODER AGENCY IT Dependency on resources slows speed-to-market.
47.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com DESIGNER WRITER CODER AGENCY IT MARKETERS Agile puts marketers in the driver's seat & increases speed-to-market.
48.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com 5. Target precisely
49.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com
50.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Dynamic keyword targeting
51.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com North America Latin America Asia Localization
52.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Audience Segmentation
53.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Audience Segmentation
54.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com "A ‘set it and forget it’ approach to web content simply won't work in today's dynamic marketing environment." - Aberdeen Group, June 2012
55.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com 6. Play nicely
56.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com No moment of truth is an island.
57.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Great post-click experiences help you generate more value from your other marketing investments.
58.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com 7. Connect everywhere
59.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com $11.4 billion mobile advertising revenue in 2013
60.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com $24.5 billion mobile advertising revenue in 2016
61.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com 400% growth over 5 years
62.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Connect with everyone. Everywhere. On every device.
63.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com “Businesses are using mobile for engagement rather than profit.” Profit counts too!
64.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Only 28% tracking performance indicators Measure your mobile in order to make it more effective!
65.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com "In 2013 mobile phones will take over PCs as the most common web access device worldwide." - Gartner
66.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com "Marketers came up short in an analysis of consumers’ mobile expectations...need to step up their game." - Mobile Marketer, 12/12
67.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Impress Instantly Engage Deeply Experiment Boldly Move Quickly Target Precisely Play Nicely Connect Everywhere 7 Characteristics of Winning Moments of Truth
68.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Go beyond landing pages… to win at the moment of truth! Get the free 50 Best Landing Page Practices Guide!
69.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com We help brands win at the moment of truth with effective landing pages. 90% of our customers report positive ROI. Find out more: http://www.ioninteractive.com
70.
© i-on interactive,
inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com
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