Join Search Mojo’s Janet Driscoll Miller as she reveals how companies can drive greater lead volume and quality through landing page testing and post-click marketing efforts. Learn how A/B testing through even small changes can affect greater results and how post-click marketing tactics, when applied to organic search traffic, can also drive significantly more leads. Lead quality testing will also be covered.

1. Landing Pages and Post-Click Marketing Presented by: Janet Driscoll Miller Search Mojo

3. Landing Pages

4. Landing Pages Targeted Website PageAverage Conversion Rate: 2.40% Website Home Page Average Conversion Rate: 1.17%

5. Landing Pages Targeted Website PageAverage Conversion Rate: 2.40% Website Home Page Average Conversion Rate: 1.17% Special Landing Page Average Conversion Rate: 12.5% OK BEST BETTER

6. First Step:Use a Dynamic Programming Language Increases flexibility Add keyword dynamically to title, etc. Ease of multivariate testing Add or remove individual page elements for testing quickly Perform real-time tests Quickly incorporate best performing elements into all pages Example: One form for all landing pages Track performance to keyword level

7. Landing Pages Stay on targeted message Keep information “above the fold” – avoid scrolling Pass keyword through URL to headline Consider removing website navigation Try to stick to one call to action, but provide an “escape hatch” (ex: learn more) MUST READ: MarketingSherpa Landing Page Handbook

8. Multivariate and A/B Testing Incorporate analytics Google Website Optimizer Doesn’t allow for changes (or additions) to a test Not as simple as it appears on first glance If you know the HTML programming to make this work, you can likely just do dynamic programming, which is more flexible. What to test? To truly make landing pages the most effective they can be, you MUST continually test them against other versions While one layout works for one ad group, company or product, it may not work as well for another Test page elements, page layouts, and messaging

9. Video and Landing Pages

10. Case Study 1:Video Offer vs. Whitepaper Offer

11. Video Landing Pages Best Practices Don’t set the video to “auto-play.” Use the video as your “hero shot.” Use video that delivers on your promise. Ensure optimal load times. Test various elements of the video where possible. Use Google Website Optimizer to measure.

12. Conversion Paths

13. Conversion Paths

14. Why Conversion Paths? Segmentation Provide specific offers to specific types of visitors Qualification Ensure that the leads you are getting are more qualified Gain Partial Data Over Time Learn from visitors as they progress through a conversion path Improved Conversion Rates

15. Segmentation

16. Segmentation

17. Capturing the Segmentation Data Use cookies to record data on a path When the visitor finally signs up, download all of the cookie data into hidden form fields This provides your sales force with added knowledge about the prospect Use deduplication software for your CRM Marketing automation tools (Silverpop Engage B2B, Eloqua) RingLead

18. Conversion Paths

19. Conversion Paths Example

20. Final Thoughts

21. Additional Resources Research Marketing Sherpa Landing Page Handbook Marketing Experiments (marketingexperiments.com) Books The Paradox of Choice The Big Red Fez Beginners: Web Design for ROI Advanced: Honest Seduction Blogs Search Marketing Sageblog.search-mojo.com Post Click Marketing Blogpostclickmarketing.com

22. Final Thoughts Use conversion paths on your website too Home page often has highest abandonment rate Home page is often also the most ranked page in organic SERPs

23. Contact Information Janet Driscoll Miller jmiller@search-mojo.com 800-939-5938 x101 LinkedIn: www.linkedin.com/in/janetdriscollmiller Twitter: janetdmiller Facebook: www.facebook.com/SearchMojo Webinars: www.search-mojo.com/webinars