Did you miss Janet Driscoll Miller's presentation at Pubcon on the best in landing page optimization tips? Check out the presentation here and learn the basic tactics to use, as well as advanced landing page tactics including progressive profiling, conversion paths, and social integration.
8. … AND MAKE IT CLEAR!
• Reduce the number of choices
• Make the call to action stand out
9.
10.
11. CALL TO ACTION: COLORS
• Use a complementary
color to the overall page
color scheme
12. 3. KEY MESSAGES “ABOVE THE FOLD”
• Don’t expect visitors to scroll
• Keep key messages above the fold
13.
14.
15. WHY REDUCE FORM FIELDS?
• Reduced 9 form fields to only 3
Landing Page Conversion
Long Checkout 0.26%
Short Checkout 1.04%
Increase 300%
Source: Marketing Experiments
16. 4. KEEP FORMS SHORT
• The shorter the form, the more likely the
visitor will fill it out.
• Gauge how much information you really
need.
– Ex: Phone number – do you call them?
• Gauge the value of the exchange
– Is this offer really worth all of this
information?
17.
18.
19.
20. 5. DON’T FORGET GOOD USABILITY!
• Try to repeat keyword in the headline of
the page
• Use imagery when possible
• Make copy short, easy to read
– Concise – bullet points are good
24. WHAT IS PROGRESSIVE PROFILING?
• Propagating a user’s profile over time
• Marketers prioritize the fields to capture
25. 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
28. WHY SOCIAL?
• Offers what search often lacks
– High level of demographic targeting
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
29. User clicks
on social ad
Mark
person as
dog lover
Ad targeted towards
dog lovers
Landing page, focused
on dog products
USING COOKIES WITH SOCIAL ADS
30.
31.
32.
33.
34. IMPLEMENTING SOCIAL LOGIN ON
LANDING PAGES
• Marketing automation
• Third-party tool
• API
https://developer.linkedin.com/documents/sign-linkedin
https://developer.linkedin.com/documents/profile-fields
36. TEST USING GOOGLE ANALYTICS
• Free A|B
testing
tool now
embedded
in Google
Analytics
• Only
allows for
A|B
testing
37. KEY TAKEAWAYS
• Always keep the promise!
• Follow the basic rules of good landing
pages
• Consider using progressive profiling
• Consider trying social media
• ABT: Always be testing
Make sure ad messaging and landing page messaging match.
Do a sample search for “hello kitty raincoats”
Show example of ad/landing page that don’t match message and one example that does.
Another example: “chevy minivans”
Lands on http://www.chevydealer.com/?cs:pro=cgt2&cs:dma=584&cs:loc=en_US&cs:e=g&cs:gn=s&cs:cid=7207910896&cs:kw=chevy&cs:kt=4101402100&gclid=COPg2o3itaoCFQXc4AodYwQ54Qvs http://www.carmax.com/enus/search-results/default.html?Ep=semlandingpage&ADc=90&ANa=4294967083+4294966921&search=chevy&adcode=GOOAW210150E&s=0&AZ=24210
Use example of Seimens pae:
http://www.siemens-enterprise.com/us/products/unified-communications-collaboration/openscape-web-collaboration/webtrial.aspx?sc_pst=COMWebexCollab&gclid=COKUoYbftaoCFUJn5QodLmVx7A
http://www.paetec.com/products-services/voice/dynamic-ip/overview.html?cmpid=ps_sbr_pr_voiceip_voicedynamicip2&9gtype=search&9gkw=VoIP%20providers&9gad=7940871554.1&9gag=1542535904&gclid=CMvmgKDgtaoCFQHf4Aodaloq6A
http://www.embroiderysuperstore.com/embroidery/logo_embroidery.aspx?source=adwords&gclid=CKvJ_vDgtaoCFYLd4AodxBp75g
Use “cloud computing monitoring”
http://www.netsuite.com/portal/seo-landing-page/business-software/main.html?gclid=COuo0-HmtaoCFct95QoduEJx9w
Vs. https://www.rightscale.com/s/cloud-computing-management.php?_kk=cloud%2520computing%2520monitoring&_kt=a7d1a613-260c-4dc3-beaf-4b7b1fa88cba&gclid=COv1i_7mtaoCFYLd4AodxBp75g
Marketing automation example
Up to 80%
Offer additional asset
Form is completely optional
Up to 80% fill out the optional form