This document discusses advanced landing page optimization techniques. It discusses how landing pages can be made more relevant and personalized through the use of real-time web technologies like APIs, semantic data, and implicit user information. Rules can be used to deliver highly tailored experiences to users based on what they reveal explicitly and implicitly. When combined with social media integrations, landing pages can amplify advertising campaigns and drive more conversions at a lower cost.

1. “mortgage rates ”
“ipod”
“movies”
“custom t-shirts”
“NYC restaurants”
“ringtones”
“cheap flights
to SFO”
“auto insurance”

2. Marketingʼs Top Dog…
“Nipper”
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

3. Todayʼs top Marketing dogs eat
Advanced
Landing
Page
Optimization
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

4. • NYC & SF
RAMP creates SOA (service oriented architecture) for
event driven display ads & landing pages. We live at the
epicenter of unprecedented relevance, functionality and
performance. We love APIs, semantic technology,
targeting, user control, analytics, optimization & great
design.
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

5. RAMP Press & Speaking
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

6. My Blog – About to turn 3
Now read in over 30 countries!
Published Case Studies (partial list)
• Testing Methodology
• Landing Page Simplicity
• Query Reinforcement
• Keyword Match Type
• Social Media Optimization
• Branded Keywords
• Targeted Content
• Trust & Security Icons
@jonathanmendez
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

7. There is a sea change…
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

8. Akamai Realtime Data 02/05/09 16:32EST
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

9. to a web of correlations
From a web of links…
http
json
rdf
sparql
html
xmpp
php
href
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

10. “The benefit of the Web is
proportional to the
number of connections
-- to related information.”
-Tim Berners Lee
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

11. This is about MUCH MORE than landing pages
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

12. REAL TIME WEB TECH IS EXPLODING AROUND US
This is the real time web
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

13. but still begins and
ends with people
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

14. What they tell us
explicitly
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

15. & Implicitly
http://www.google.com/search?
hl=en&safe=off&client=safari&rls=en&q=implicit
+data&btnG=Search
Implicit Data - Now with over 40 URL
parameters!
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

16. To create rules…
IF-THEN
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

17. Could you deliver more relevance if your
database was the web itself?
JSON
XML
REST
API
XMPP
JavaScript
AJAX
PHP
RDF
SPARQL
OWL
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

18. You could build a store from APIs for Products,
Shipping, Payment…
www.programmableweb.com
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

19. Semantic Mashup Landing Page Example
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

20. Rule 2
Rule 1
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

21. Rule 2
Rule 1
Rule
3-100+
Rule 100+-
1000+
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

22. Rule 2
Rule 1
Rule
3-100+
Rule 100+-
Relevant!
1000+
Helpful!
Useful!
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

23. Rule 2
Rule 1
Rule
3-100+
Rule 100+-
Relevant!
1000+
Helpful!
Useful!
Persuasive!
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

24. Landing Pages as Social Media Amplifiers
 FB Connect, Open Social APIs have enabled new types of landing pages
 They leverage Social Networks, without re-creating them
 They use social graphs to create a quot;Social Marketing Amplifierquot;
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

25. Social Media Advertising Success through the Backdoor
Impressions
+ 53% more impressions
for
the same budget
$50K in Ad Buy @ $2.50 CPM
$75K in Online Ads
w/ Social Amp Landing Page
(@ $2.50 CPM)
Additional Benefits:
+ 17,700 quot;Fansquot;
+ 5,000 Comments
+ 1,100 Conversions
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

26. The Landing Page Becomes the Ad
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

27. For Dockers CPC on the “Landing
Page Ad” was 1/5 the CPC of
“brand” keywords
…and had unlimited inventory !!!
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

28. Wisdom from our keynote presenter this morning…
“The Internet is based on a layered, end-to-end
model that allows people at each level of the
network to innovate free of any central control. By
placing intelligence at the edges rather than
control in the middle of the network, the Internet
has created a platform for innovation.”
-Vinton Cerf
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

29. Thanks!!
Site: rampdigital.com
Blog: optimizeandprophesize.com
Twitter: @jonathanmendez
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC