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Post-Click Marketing: Taking Landing Page Optimization Out of the Weeds

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Learn how to take landing page optimization out of the weeds. PubCon Las Vegas 2009 presentation by ion interactive President & CTO Scott Brinker.

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Post-Click Marketing: Taking Landing Page Optimization Out of the Weeds

  1. 1. PubCon Las Vegas 2009<br />Post-Click Marketing<br />TakingLanding Page OptimizationOut of the Weeds<br />by Scott Brinker (@chiefmartec), President & CTO, www.ioninteractive.com<br />
  2. 2. Why?<br />
  3. 3. Landing Page Optimizationis focused (surprise!) onthe page.<br />
  4. 4. Post-Click Marketingis concerned with the book.<br />
  5. 5. And the library.<br />
  6. 6. 7 Levels of Post-Click Marketing<br />Traditional Landing Page Optimization<br />
  7. 7. 7 Levels of Post-Click Marketing<br />Traditional Landing Page Optimization<br />
  8. 8. What’s in a headline?<br />
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  12. 12. 7 Levels of Post-Click Marketing<br />Traditional Landing Page Optimization<br />
  13. 13. The page mission:<br />Paint a compelling vision.<br />
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  18. 18. 7 Levels of Post-Click Marketing<br />Traditional Landing Page Optimization<br />
  19. 19. When is a path better than a page?<br />Segment respondents.<br />Guide users in a process.<br />Provide entertainment or education.<br />
  20. 20. 8.12% conversion<br />11.4% conversion<br />9.23% conversion<br />
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  22. 22. 7 Levels of Post-Click Marketing<br />Traditional Landing Page Optimization<br />
  23. 23. “All clicks are not created equal.”<br />
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  25. 25. Revealing key audience segments is a treat worth begging for.<br />
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  28. 28. 7 Levels of Post-Click Marketing<br />Traditional Landing Page Optimization<br />
  29. 29. Campaigns are alive and well—if you can execute them.<br />
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  34. 34. Sales promotions are alive and well—if you can execute them.<br />
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  37. 37. 7 Levels of Post-Click Marketing<br />Traditional Landing Page Optimization<br />
  38. 38. Think you’re juggling a lot of online marketing initiatives today?<br />Get ready for the accelerator pedal to be slammed to the floor.<br />70%<br />
  39. 39. Speed.<br />How efficiently can you launch new pages from concept to completion?<br />A days-to-launch metric.<br />
  40. 40. Coordination.<br />How synergistic are efforts up and down the funnel and across your organization?<br />A landing-page-ratio metric.<br />
  41. 41. Search Marketing Maturity Model<br />
  42. 42. Search Marketing Maturity Model<br />
  43. 43. 7 Levels of Post-Click Marketing<br />Traditional Landing Page Optimization<br />
  44. 44. Leadership Agenda:<br />• Marketing agility<br />• Measurable performance<br />• Long Tail differentiation<br />• Test-driven marketing<br />
  45. 45. Test-Driven Marketing:<br />Makingagile marketing a strategic growth engine.<br />
  46. 46. Think of post-click marketing as the safety rope for pursuing bold marketing ideas.<br />From “risk averse”to “risk neutral”—a huge advantage.<br />
  47. 47. The goal of post-click marketing:breakthrough achievements.<br />
  48. 48. The TaoofPost-Click Marketing<br />All clicks are not created equal.<br />The road from click to conversion must be paved with continuity.<br />Landing pages are both part of your ads and part of your site.<br />Landing pages can have more than one page.<br />Experimentation is the pathway to discovery.<br />Landing page creative is limited only by your imagination.<br />Testing without a strategy is like fishing without water.<br />There are a thousand ways to segment your audience.<br />Incentivized self-identification reveals true segmentation.<br />Landing page management is greater than any single landing page.<br />

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