Campaign Digital Experiences Your Visitors Will Love

Campaign Digital Experiences
Your Visitors Will Love
14 Tactics for Increased Engagement & Higher Conversions

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com

What’s Inside?
•

Digital marketing, post-click & the dating analogy

•

The four stages of dating…your visitors

•

Fourteen tactics for increased engagement & higher
conversions (our “lessons” in post-click love)

•

Lots of fun, lots of love!



What do digital marketing and
dating have in common?


Clicking on an ad is like
accepting an invitation to a
dinner date…



There are ﬁrst impressions to
be made…



Expectations to be met…



Promises that
are (hopefully)
fulﬁlled…



And if all goes well,
next steps to be taken.



Its a pretty good analogy.
And one that rings especially
true for B2B marketers.
Long sales cycle
Complex sales cycle
Multiple inf luencers


The Four Stages Of Dating…Your Visitors

1. First impressions
2. Getting to know each other
3. Engagement
4. Conversion


The First Impression
You never get a second chance to make a first impression



!

Tactic 1:

Give the right contextual experience



The Landing Page
!

The right fit for:
!

Low funnel paid search
Email campaigns
Offer-driven social campaigns



The Conversion Path
!

The right fit for:
!

High funnel paid search
Direct mail
Print advertising
Content-driven social
Display advertising


The Microsite
!

The right fit for:
!

Print advertising
Broadcast advertising
Email campaigns
Content-driven social
High & low funnel paid search
Display advertising


The Wizard
!

The right fit for:
!

Low funnel paid search
Email campaigns
Offer-driven social campaigns



The Marketing App
!

The right fit for:
!
High & low funnel paid search
Email campaigns
Offer or content-driven social
Direct mail
Print
Broadcast


Digital campaign experiences can come in all shapes and sizes…
Type

It’s important to
find the right
experience for
your campaign
traffic.

Characteristics

Click here to download this
handy chart from our Toolkit to
help you choose —>

When to Use

Example Traffic

Landing
Page

A catch-all term for any page to which
you drive traffic. Most commonly it is a
single page with an offer. For lead
generation campaigns, usually includes
a form. For ecommerce campaigns,
usually includes an “add to cart” or
“shop now” call to action.

Because they are single
pages, reporting is limited
to pass/fail—the visitor
lands & leaves, or lands
& converts. Little can be
learned about visitor
segmentation or behavior.

Use a landing page when
you are very certain that
you know visitor intent and
visitor segmentation, and
that your visitor will be
highly motivated and
ready to convert.

Low funnel paid
search campaigns

Well suited to sorting visitors
into segments based on the
selections they make on the
initial page(s). Highly
valuable in assessing the
relative value of sources of
traffic because segmentation
data is gathered on 50-80%
of all respondents
(behavioral data is gathered
even on those visitors who
do not convert). Useful in
helping to understand visitor
intent & expectations.

Use a conversion path when
the visitor segment, intent
or need is vague, or not
fully determined.

High funnel paid
search campaigns

Conversion
Path

In a conversion path, the initial page a
visitor lands on shows 2-5 choices to
select from (typically choices based
on role, need, industry, product
category, etc). Once a visitor makes a
selection, they route to a segmentrelevant content or offer page. For
more complex solutions, may include
several steps of segmentation choices
to help users drill down to a high
degree of specificity.

Microsites can be more
immersive than conversion
paths and require more time
and thought from their users.
If you’re certain of intent and
segmentation, then microsites are a great way to offer
specific content.

Use a microsite for a
considered conversion
where additional information
may be helpful to influence
the visitor. Also good where
audience segmentation is
not known, as some data on
visitor intent may be inferred
based on user bahavior.
A conversion-focused
microsite should include a
call to action on each page
and/or a form on each page.

Print advertising

Visitors make a series of
selections to ‘configure’ a
specific solution, or drill
down to a very specific
solution or product or piece
of content.

Use a wizard-like experience
when visitors are likely to
appreciate the utility of
building their own solution or
answering specific questions
to receive a highly tailored
solution or piece of content.

Low funnel paid
search campaigns

Visitors answer questions
(either in graphical or form
presentation) in order to
receive customized
responses, such as tallying
a score and providing
customized comments
based on a knowledgeassessment.

Use assessments and
marketing quizzes as
enticement to convert. For
example, “Find out if you are
a newbie or a rockstar! Take
the quiz today”. Use when
visitors are likely to
appreciate the feedback
mechanism of scoring,
grading, rating or instant
feedback on their
knowledge.

High & Low funnel
paid search
campaigns

A topic-specific site, typically with
3-10 pages of content. Can be
informational in nature, or conversion
focused.

!

Considerations

Microsite

Similar to a conversion path, but gives
the impression of an app rather than
a landing page.

Wizards

Feedback-driven interactive
experiences that provide scores,
grading or rating based on visitor
inputs.

Assessments
& Marketing
Quizzes

Email campaigns
Offer-driven social
campaigns

Direct mail
Print advertising
Content-driven
social campaigns
Email campaigns
to third party lists
Display advertising

Broadcast advertising
Email campaigns
Content-driven
social campaigns
High and low-funnel
paid search
campaigns
Display advertising

Email campaigns
Offer-driven social
campaigns

Email campaigns
Offer or content-driven
social campaigns
Direct mail
Print
Broadcast

!

Tactic 2: Practice good message & motivation match



Message match is the degree of match between the ad
promise and the landing page payoﬀ.
!

Strong message match...
!

Helps lower bounce rate & increase conversions
Uses similar text, words and calls-to-action
Repeats your offer in the page headline, imagery or body text
Improves relevancy which can boost quality score
Is important for a great user experience!
!



!

A great example of message match

• Repeats call-to-action
• Includes $1 incentive
• Includes "America's #1

Online Provider" in headline
!


What motivated your visitor to click?

Strong motivation match...
!

Helps lower bounce rate & increase conversions
Pays off the click, immediately
Keeps promises
!



!

A great example of motivation match

• Stays focused on a specific action
• Visual continuity
• Specific



!

Download this template from our Toolkit help you identify areas of opportunity…
Location/
Vehicle

Landing
Page
Fulﬁlls Ad
Promise

Landing Page
Uses Same
Terminology
as Ad

Match
Between
Ad & Page
is Literal and
Obvious

Visual Match
Between Ad
& Page is
Readily
Apparent

“Best data
recovery
solution.
Limited time
free trial offer.
Click here
to try now.”

Paid search,
data recovery
ad group

4

3

2

n/a

9

“Secure data
recovery
solution.
30-Day trial
Start for free.”

Paid search,
data recovery
ad group

3

2

1

1

7

Ad

Total
Score

!

Assess how well you are doing overall with message &
motivation match, then create a plan to increase match
where there is the biggest mismatch or opportunity for
improvement


Getting to Know Each Other
The art of the icebreaker & more



!

Tactic 3: Ask questions!



!

Conversion paths allow you to ask questions, without being intrusive
!

!

Or an
agency?

Are you a
brand?



!

By asking questions, you can help you discover need
!

Do you need closet
organization?
!

Or room organization?



!

Discovering need means you can speak to visitors in a
much more relevant and specific way
!

!

One-time
shredding

Onsite
shredding

!

!

!

!

!

!

Mobile
shredding

Residential
shredding


8 Types of segmentation to test on your conversion path:
!

Role
Buying stage
Need
Task or job

Company size, type or industry
Lifestyle
Gender
Age

!
!
!


!

Tactic 4: Be a good listener



5 Metrics to help you “get to know” your visitors:
!

Bounce rate
Exit rate
C lick through rate
Conversion rate
Segversion rate
!
!
!


Behavioral metrics help you answer important questions..
!

Why did you leave?
When did you go?
What do you like?
What makes you tick?
Where did you convert?
!
!
!


!

Tactic 5: Be relevant



5 Ways to ensure relevancy:
!

Fulfill promises
Maintain “scent”
Be targeted & specific
Be timely
Speak their language
!



!

A great example of relevancy
Visual consistency

Maintains “scent”


!

Tactic 6: Be honest & earn their trust



5 Ways to earn their trust:
!

Include contact information & telephone number
Link to your privacy policy
Display trust assurances
Leverage social proof
Include testimonials
!



Social proof - “3 Million Insured"
!

A great example of
a trustworthy
digital experience
“Our Promise to You”
Contact & privacy info
Third-party trust logos


!

Tactic 7: Be responsive



responsive design adapts to the
device, creating a design that almost
responds to the user’s needs



!

Great examples of
responsive
experiences


Engagement
Win their hearts & their minds



!

Tactic 8: Tell your story



Don’t bore your visitors
with the same old story
and lame design



5 Tips for storytelling:
!

Start with a compelling lead
Have an emotional “hook”
Make a connection
Be human
Conclude with an action item
!



!

Tactic 9: Differentiate your brand



5 Ways to differentiate your brand:
!

Communicate a compelling value proposition
Give real & tangible benefits
Use persuasive copy
Design boldly
Experiment big
!



Bold, seductive design
!

A great example of
a differentiated
digital experience
Compelling social proof



!

Tactic 10:

But avoid information overload



5 Ways to avoid information overload:
!

Reduce choices
Focus on a single goal/call-to-action
Allow visitors to choose how/when they access information
Take advantage of white space
Long form doesn’t have to mean lots of copy
!



Lots of great information to share?

Break it into digestible chunks across multiple pages


!

A great example of a focused experience

Tells the user what we want them to do and why


!

Tactic 11: Provide Youtility



Youtility transforms content into
something useful, memorable
& valuable

Marketing apps are useful, memorable & valuable



5 Ways to provide Youtility with marketing apps:
!

Engage & entertain
Educate
Advise & recommend
Allow for custom assembly or packing or products/services
Give access to ‘ball park’ pricing
!



!

A great example of a Youtility

Kleenex predicts whether you are likely to get sick, based on zip code


Conversion
The rules of (digital) engagement



!

Tactic 12: Don’t ask for too much too soon



Long forms feel like “work”
Lots of required (and unnecessary)
fields is a high barrier to conversion

Internally-focused questions just don’t
“feel” good


User-focused forms feel easy to complete
Content customized based on
responses

Multi-step form guides user through quote process,
providing relevant content along the way


!

Tactic 13: Remember your call-to-action



5 Tips for an effective call-to-action
!

Be clear
Use visual click cues
Use directional cues
Repeat the C TA
Try gain/value copy vs effort copy (Try Free vs Download
Free Trial)


!

An example of a great call-to-action
Good use of color
to draw eye
towards C TA
Positive, provides
immediacy
Arrow used as a directional cue


!

Tactic 14: Say thank you!



5 Ways to thank your visitors:
!

Say “thank you”!
Provide next steps
Guide the post-conversion experience
Give them more free stuff — resources, content, etc.
Personalize their thank you page
!
!



!

A great example of a great thank you page

Provides
additional
resources

Invitation
to software
demo



14 Tactics For Increased Engagement & Higher Conversions
•

Give the right contextual experience

•

Practice good message & motivation match

•

Ask questions

•

Be a good listener

•

Be relevant

•

Earn their trust

•

Be responsive

•

Tell your story

•

Don’t ask for too much too soon

•

Differentiate your brand

•

Remember your call-to-action

•

Avoid information overload

•

Say thank you!

•

Provide Youtility



Thank you!
@ioninteractive
info@ioninteractive.com



Campaign Digital Experiences Your Visitors Will Love

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