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Beyond landing pages to capture conversions
Winning at the Moment of Truth
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What Is The Moment Of Truth?
Why Does It Matter?
7 C...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
71%of people use the internet on a
daily basis for t...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
What does that 71% do?
Will they stay on your pages?...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Lindgaard G., Fernandes G. J., Dudek C. & Brown, J.,...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Impress Instantly
Engage Deeply
Experiment Boldly
Mo...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
1. Impress instantly
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Beauty is underrated.
People do judge a book by its ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Are you making the right first impression?
• Stock im...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Do you care about your visitor's experience?
If	 onl...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Differentiate your brand from the rest.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Device-optimized
• Clear message
• Intuitive desig...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Beautiful imagery
• Simple, focused content
• Clea...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
"Great digital experiences don't
happen by accident....
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Did an online experience
influence whether or not you...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A: YES
97%- 2009 Razorfish Digital Brand Experience R...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Design digital experiences your visitors will love
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
2. Engage deeply
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Forget formula.
Break out of the boring 1-page landi...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
"74% of businesses believe
user experience is key fo...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Are you compelling your visitors to take action?
• N...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Are you going beyond the page?
• Too much copy
• Ove...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Are you differentiating from your competitors?
• Gen...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Seductive design
• Highly relevant
• Highly valuab...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Hyper-targeted
• Highly focused
• Contextually rel...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• Progressive conversion
• Propels through funnel
• ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
• User-centric
• App-like
• No scrolling. No pinching
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
3. Experiment boldly
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Who's afraid of the big, bold test?
Not I!
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
320% increase in leads
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
110% lift in conversion rate
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
700% conversion lift over
benchmark pages
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
A series of test
waves leads to
a 264%
conversion li...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Don’t guess what your visitors will love...
Test it....
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
4. Move swiftly
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Be agile. Move quickly.
Stay swift.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Even with the explosion of online marketing
touchpoi...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
...we must ensure every experience is a great one.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
"As soon as we get statistical significance on a tes...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Landing experiences must be reusable.
And disposable.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
"The goals of Agile Marketing are to
improve the spe...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
"Agile leads to marketing that is done in
a rapid, i...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
DESIGNER
WRITER
CODER
AGENCY
IT
Dependency on resour...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
DESIGNER
WRITER
CODER
AGENCY
IT
MARKETERS
Agile puts...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
5. Target precisely
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Dynamic keyword targeting
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
North America Latin America Asia
Localization
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Audience Segmentation
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Audience Segmentation
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
"A ‘set it and forget it’ approach to
web content si...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
6. Play nicely
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
No moment of truth is an island.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Great post-click experiences help you generate
more ...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
7. Connect everywhere
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
$11.4 billion mobile
advertising revenue
in 2013
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
$24.5 billion mobile
advertising revenue
in 2016
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
400% growth
over 5 years
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Connect with everyone. Everywhere.
On every device.
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
“Businesses are using mobile for
engagement rather t...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Only
28%
tracking performance indicators
Measure	 yo...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
"In 2013 mobile phones will take
over PCs as the mos...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
"Marketers came up short in an
analysis of consumers...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Impress Instantly
Engage Deeply
Experiment Boldly
Mo...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Go beyond landing pages…
to win at the moment of tru...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
We help brands win at the moment of truth with
effec...
© i-on interactive, inc. All rights reserved • www.ioninteractive.com
Thank you!
@ioninteractive
info@ioninteractive.com
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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. 1. Beyond landing pages to capture conversions Winning at the Moment of Truth
  2. 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. 3. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  4. 4. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  5. 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. 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. 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. 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. 9. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 1. Impress instantly
  10. 10. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Beauty is underrated. People do judge a book by its cover.
  11. 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. 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. 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Differentiate your brand from the rest.
  14. 14. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Device-optimized • Clear message • Intuitive design • Finger-friendly
  15. 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. 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. 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. 18. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A: YES 97%- 2009 Razorfish Digital Brand Experience Report
  19. 19. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Design digital experiences your visitors will love
  20. 20. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 2. Engage deeply
  21. 21. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Forget formula. Break out of the boring 1-page landing page box.
  22. 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. 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. 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. 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. 26. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  27. 27. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Seductive design • Highly relevant • Highly valuable • Deeply engaging
  28. 28. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Hyper-targeted • Highly focused • Contextually relevant
  29. 29. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • Progressive conversion • Propels through funnel • Personalized experience
  30. 30. © i-on interactive, inc. All rights reserved • www.ioninteractive.com • User-centric • App-like • No scrolling. No pinching
  31. 31. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 3. Experiment boldly
  32. 32. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Who's afraid of the big, bold test? Not I!
  33. 33. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 320% increase in leads
  34. 34. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 110% lift in conversion rate
  35. 35. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 700% conversion lift over benchmark pages
  36. 36. © i-on interactive, inc. All rights reserved • www.ioninteractive.com A series of test waves leads to a 264% conversion lift
  37. 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. 38. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 4. Move swiftly
  39. 39. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Be agile. Move quickly. Stay swift.
  40. 40. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Even with the explosion of online marketing touchpoints...
  41. 41. © i-on interactive, inc. All rights reserved • www.ioninteractive.com ...we must ensure every experience is a great one.
  42. 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. 43. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Landing experiences must be reusable. And disposable.
  44. 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. 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. 46. © i-on interactive, inc. All rights reserved • www.ioninteractive.com DESIGNER WRITER CODER AGENCY IT Dependency on resources slows speed-to-market.
  47. 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. 48. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 5. Target precisely
  49. 49. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  50. 50. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Dynamic keyword targeting
  51. 51. © i-on interactive, inc. All rights reserved • www.ioninteractive.com North America Latin America Asia Localization
  52. 52. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Audience Segmentation
  53. 53. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Audience Segmentation
  54. 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. 55. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 6. Play nicely
  56. 56. © i-on interactive, inc. All rights reserved • www.ioninteractive.com No moment of truth is an island.
  57. 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. 58. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 7. Connect everywhere
  59. 59. © i-on interactive, inc. All rights reserved • www.ioninteractive.com $11.4 billion mobile advertising revenue in 2013
  60. 60. © i-on interactive, inc. All rights reserved • www.ioninteractive.com $24.5 billion mobile advertising revenue in 2016
  61. 61. © i-on interactive, inc. All rights reserved • www.ioninteractive.com 400% growth over 5 years
  62. 62. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Connect with everyone. Everywhere. On every device.
  63. 63. © i-on interactive, inc. All rights reserved • www.ioninteractive.com “Businesses are using mobile for engagement rather than profit.” Profit counts too!
  64. 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. 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. 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. 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. 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. 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. 70. © i-on interactive, inc. All rights reserved • www.ioninteractive.com Thank you! @ioninteractive info@ioninteractive.com
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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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