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Building Optimised Post-Click Experiences

The average landing page bounce rate is 70-80%. The main reason for this alarmingly high rate is the absence of a category called “post-click optimization.” Creating an optimized ad is important, but the ad click is not the only thing that’s important, nor is it where the conversion occurs. In this session, you will learn:
- Why post-click optimization is a need and how it leads to personalization
- Common mistakes in today's post-click programs
- Advice for providing relevant post-click experiences for ad programs

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Building Optimised Post-Click Experiences

  1. 1. How Post-Click Optimization Can 6X Your Conversions Tyson Quick Founder and CEO at Instapage
  2. 2. About Me Tyson Quick is a digital marketing and advertising wiz and the Founder and CEO of Instapage, the leader in post-click optimization. Laser-focused on perfecting the landing page creation and optimization process, Tyson founded Instapage in 2012 after seeing how performance and growth marketers were losing money in woefully underperforming advertising campaigns. His vision since then has been to create a suite of post-click optimization products that maximize returns through advertising personalization.
  3. 3. Agenda • The Conversion Problem • What is Post-Click Optimization? • Post-Click Best Practices
  4. 4. 96% Of Ad Clicks Do Not Convert 3.65% Average Conversion Rate
  5. 5. Video Overview
  6. 6. About Instapage Instapage is the leading post-click optimization platform that maximizes conversions for advertisers and marketers by enabling them to create, personalize, and optimize post-click experiences at scale. The Instapage Advertising Conversion Cloud is a suite of post-click optimization products that include a powerful Builder, Collaboration, A/B Testing, Heatmaps, Demand Generation System, and an Integrations Ecosystem Our Mission Scale Post-Click Optimization Our Vision Every Potential Customer Gets a Personalized Post-Click Experience Driving conversions for over 15,000 customers, including
  7. 7. What is Post-Click Optimization? • A set of initiatives to convert ad clicks. • Everything that happens between the click and the conversion. Pre-Click Ad Technology Post-Click Optimization Marketing Automation Customer Relationship Management (CRM)
  8. 8. Advertising Technology Has Advanced Micro-Targeting and Segmentation, Based on intent, interest, behavior, firmographics, demographics, technographics, and more.
  9. 9. Advertising Technology Has Advanced Scalable Creation, Personalization, & Optimization You can quickly create and optimize hundreds of targeted and personalized ads.
  10. 10. Pre-Click Best Practices 1. Segment Your Audiences • The campaign hierarchy structure enables scalable personalization. 2. Create Personalized Ads for Each Audience 3. Optimize by Testing Multiple Variations 4. Refine Your Segmentation and Optimization • Turn off under-performing audiences. • Further segment to identify the best performing segments. • Refine your tests as you go.
  11. 11. Let’s Look at The Data 44% of clicks for B2B companies are directed to a homepage, not a landing page. 62% of organizations spend < 10% of ad spend on optimization. 44% spend < 5% 85% of marketers have 5 landing pages or less. But those that have between 6 - 49 pages see 63% increase in the number of leads per page and those with 50+ pages see 270% increase in leads per page.
  12. 12. Post-Click Technology Has Lagged Post-Click simply could not match the velocity and volume offered by pre-click technology. It is a painful process.
  13. 13. But Not Anymore • With solutions like Instapage you can create, personalize and optimize post-click experiences as quickly as you create ads. • In this new paradigm, you should optimize conversions and not just clicks.
  14. 14. It’s easier to convert a click that you already have than to acquire a new click.
  15. 15. Post-Click Optimization Best Practices
  16. 16. Create Matching Experiences Promoted Banner Ad Landing Page
  17. 17. Personalize for Segmented Audiences
  18. 18. Understand How Visitors Engage
  19. 19. Experiment
  20. 20. Analyze
  21. 21. Start Small. Refine Progressively. • Start with a minimum viable page. • Incrementally refine the process. • Don’t try to do it all at once.
  22. 22. Post-Click is a Stage in The Advertising Funnel • Do not ignore this important stage in your advertising funnel. • Focus on post-click to get more from your current ad spend. Post-Click Optimization
  23. 23. How to Create High-Converting Post-Click Experiences • Download the “Anatomy of a High Converting Landing Page Infographic” by Texting.
  24. 24. Questions My Email Address: Tyson@Instapage.com My Blog on Advertising Personalization: https://medium.com/@tysonquick
  25. 25. Thank You Read My Blog on Advertising Personalization: https://medium.com/@tysonquick