Advanced Landing Pages

•

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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.

Technology

“mortgage rates ”
“ipod”
“movies”
“custom t-shirts”

“NYC restaurants”
“ringtones”

“cheap ﬂights
to SFO”

“auto insurance”

Marketingʼs Top Dog…
“Nipper”

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Todayʼs top Marketing dogs eat

Advanced
Landing
Page
Optimization
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

• 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

RAMP Press & Speaking

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

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

There is a sea change…

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Akamai Realtime Data 02/05/09 16:32EST

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

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

“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

This is about MUCH MORE than landing pages

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

REAL TIME WEB TECH IS EXPLODING AROUND US

This is the real time web

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

but still begins and
ends with people

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

What they tell us
explicitly

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

& 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

To create rules…

IF-THEN

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

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

You could build a store from APIs for Products,
Shipping, Payment…

www.programmableweb.com

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Semantic Mashup Landing Page Example

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Rule 2
Rule 1

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Rule 2
Rule 1

Rule
3-100+

Rule 100+-
1000+

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Rule 2
Rule 1

Rule
3-100+

Rule 100+-
Relevant!

1000+
Helpful!

Useful!

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

Rule 2
Rule 1

Rule
3-100+

Rule 100+-
Relevant!

1000+
Helpful!

Useful!

Persuasive!
Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

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

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

The Landing Page Becomes the Ad

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

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

Thanks!!
Site: rampdigital.com

Blog: optimizeandprophesize.com

Twitter: @jonathanmendez

Advanced Landing Pages SMX West 2009 © 2009 Ramp Digital, LLC

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Advanced Landing Pages

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

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

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

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

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

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

Editor's Notes

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Editor's Notes