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

1. PubCon Las Vegas 2009 Post-Click Marketing TakingLanding Page OptimizationOut of the Weeds by Scott Brinker (@chiefmartec), President & CTO, www.ioninteractive.com

2. Why?

3. Landing Page Optimizationis focused (surprise!) onthe page.

4. Post-Click Marketingis concerned with the book.

5. And the library.

6. 7 Levels of Post-Click Marketing Traditional Landing Page Optimization

7. 7 Levels of Post-Click Marketing Traditional Landing Page Optimization

8. What’s in a headline?

12. 7 Levels of Post-Click Marketing Traditional Landing Page Optimization

13. The page mission: Paint a compelling vision.

18. 7 Levels of Post-Click Marketing Traditional Landing Page Optimization

19. When is a path better than a page? Segment respondents. Guide users in a process. Provide entertainment or education.

20. 8.12% conversion 11.4% conversion 9.23% conversion

22. 7 Levels of Post-Click Marketing Traditional Landing Page Optimization

23. “All clicks are not created equal.”

25. Revealing key audience segments is a treat worth begging for.

28. 7 Levels of Post-Click Marketing Traditional Landing Page Optimization

29. Campaigns are alive and well—if you can execute them.

34. Sales promotions are alive and well—if you can execute them.

37. 7 Levels of Post-Click Marketing Traditional Landing Page Optimization

38. Think you’re juggling a lot of online marketing initiatives today? Get ready for the accelerator pedal to be slammed to the floor. 70%

39. Speed. How efficiently can you launch new pages from concept to completion? A days-to-launch metric.

40. Coordination. How synergistic are efforts up and down the funnel and across your organization? A landing-page-ratio metric.

41. Search Marketing Maturity Model

42. Search Marketing Maturity Model

43. 7 Levels of Post-Click Marketing Traditional Landing Page Optimization

44. Leadership Agenda: • Marketing agility • Measurable performance • Long Tail differentiation • Test-driven marketing

45. Test-Driven Marketing: Makingagile marketing a strategic growth engine.

46. Think of post-click marketing as the safety rope for pursuing bold marketing ideas. From “risk averse”to “risk neutral”—a huge advantage.

47. The goal of post-click marketing:breakthrough achievements.

48. The TaoofPost-Click Marketing All clicks are not created equal. The road from click to conversion must be paved with continuity. Landing pages are both part of your ads and part of your site. Landing pages can have more than one page. Experimentation is the pathway to discovery. Landing page creative is limited only by your imagination. Testing without a strategy is like fishing without water. There are a thousand ways to segment your audience. Incentivized self-identification reveals true segmentation. Landing page management is greater than any single landing page.