Janet Driscoll Miller's presentation from the Pubcon 2013 session "Post-Click Marketing: Landing Page Optimization."

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POST-CLICK MARKETING:
LANDING PAGE OPTIMIZATION
PUBCON LAS VEGAS
OCTOBER 23, 2013

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BASIC TACTICS

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1. KEEP THE PROMISE
• Keyword and ad should match
• Ad message and landing page message
should match

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2. INCLUDE A CALL TO ACTION…

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… AND MAKE IT CLEAR!
• Reduce the number of choices
• Make the call to action stand out

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CALL TO ACTION: COLORS
• Use a complementary
color to the overall page
color scheme

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3. KEY MESSAGES “ABOVE THE FOLD”
• Don’t expect visitors to scroll
• Keep key messages above the fold

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WHY REDUCE FORM FIELDS?
Source: Marketo

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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

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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?

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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

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6. CONSIDER ADDING “TRUST BADGES”
• Customer
logos
• Awards/
certifications

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ADVANCED TACTICS

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MARKETING AUTOMATION
Salesforce.com
Website

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WHAT IS PROGRESSIVE PROFILING?
• Propagating a user’s profile over time
• Marketers prioritize the fields to capture

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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

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EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS

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EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS
42.3% of
Respondents
Fill Out
Additional
Information

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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

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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

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SOCIAL LOGIN

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SOCIAL LOGIN
• Marketing automation
• Third-party tool
• API
https://developer.linkedin.com/documents/sign-linkedin
https://developer.linkedin.com/documents/profile-fields

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SOCIAL LOGIN
10%
used
social login

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TEST USING GOOGLE ANALYTICS
• Free A|B
testing
tool now
embedded
in Google
Analytics
• Only
allows for
A|B
testing

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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

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CONTACT
Janet Driscoll Miller
jmiller@search-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
(and +Search Mojo)
Twitter: @janetdmiller
Facebook:
www.facebook.com/SearchMojo