SEMPDX_SearchFest_Landing_Pages_2012

LANDING PAGES 3.0

What’s Hot & Spicy in LPO
Presented by ion interactive
@ioninteractive
twitter: @ioninteractive
www.ioninteractive.com
© i-on interactive, inc. All rights reserved.

Landing pages: What’s hot right now...
1. Relevant
2. Interactive
3. Dynamic
4. Progressive
5. Mobile Ready
6. Social
7. Social Sign-on
8. Disposable
9. Data-mined
10. Integrated


WHY?


Conversion rates are the same today as they
were in the 1990’s—about 2.5%


Design School
Customized design, maximum ﬂexibility
‣ Lead generation
‣ Program micro-sites
‣ Over 100% increase in
conversions
‣ Higher lead quality than
website leads


American Greetings
Higher conversions, lower cost per acquisition
‣ E-commerce optimization
‣ Multi-brand, multi-channel
‣ 30% increase in conversion
‣ 20% reduction in CPA
‣ Thousands of landing pages &
tests


WHAT WE FIND: 5.8%
More than double industry average.


1. RELEVANT


Optimized landing pages for Keyword groups

Product Keyword

Brand Keyword

Need Keyword

Single Relevant
Landing Page

Optimized landing pages for Keyword groups

Product Keyword Product Keyword

Brand Keyword Brand Keyword

Need Keyword Need Keyword

Single Relevant Keyword Targeted
Landing Page Landing Pages


Localized versions


Ask them....


Keyword-targeted landing experiences

Long-tail “MP3” keywords including content substitution for search query.


Be relevant
✓ Keyword group
✓ Browser language detection
✓ Geo-location
✓ Hyper-local versions of pages (images, content, locations)
✓ Makes it relevant to them—increases specificity


2. INTERACTIVE


Images that “swipe”


Interactive roll-overs

Interactive elements,
like roll-overs, tabs &
accordions are
coded once and then
re-used multiple
places


Lightbox content


Accordion content


Tabbed content


Interactive content
✓ Tabs, accordions, rotators, swipes, pop ups, lightboxes
✓ “On page” content exploration
✓ Uses page real estate efficiently
✓ Conversion focused
✓ High production resources
✓ Dynamic templates make it fast & easy to produce


3. DYNAMIC


Ask a question


Follow it through


Dynamic keyword insertion


Geo location targeting


Dynamic
✓ Swap content on pages based on keywords, behaviors, etc
✓ Swap images on pages based on Geo, Campaign ID
✓ Increases relevancy & specificity
✓ Increases odds of conversion


4. PROGRESSIVE


MULTI-TOUCH


1st contact


2nd contact


3rd contact


Update contact info


Progressive profiling
✓ Reduces reliance on longer 1st forms
✓ Removes conversion barriers
✓ Relies on lead nurturing/drip marketing to bring them back
for progressive steps


MULTI-STEP


Step 1


Step 2


Each step branches for relevant content


Step 2, 3, thank you!


Thank you!


Multi-step forms
✓ Visitors love them!
✓ Reduces perceived barrier to conversion
✓ Allows each progressive step to be more relevant


5. MOBILE READY


Is it time to go mobile on your landing pages?
✓ Almost 7% of US web traffic comes from mobile and other non-computer
devices
✓ US adults spend more time with mobile than with print magazines and
newspapers combined
✓ 60% plan to use their smartphone and tablet for shopping this holiday
season
✓ Mobile sales will quadruple by 2015
✓ 67% of consumers will use their smartphones to find store locations, 59%
to compare prices, 51% to obtain product information, 46% to check
product availability, 45% to read reviews, 45% to shop online, 41% to find
and use coupons, 40% to scan bar codes, and 35% to access social
media (Source: Deloitte’s 2011 Annual Holiday Survey)
✓ 75% of heavy mobile users said mobile search makes their lives easier,
63% said access to mobile search has changed the way they gather
information, and 32% said they use mobile search more than search
engines on their computers (Source: Performics 2011 Mobile Search
Insights Study, conducted by ROI Research)


MOBILE TEMPLATES


Mobile-version (using mobile templates)


AUTOMATIC MOBILE


Automatically optimized for mobile browser


Create mobile versions for high-traffic campaigns


Automatic mobile optimization


Mobile-optimized pages
✓ Monitor your mobile traffic to determine volume and areas
of opportunity
✓ Hand-crafted pages for mobile campaigns
✓ Decide which content to place on page and how to
position
✓ Automatic optimization to “catch” mobile traffic
✓ Reduces effort to produce mobile
✓ Landing page best practices still apply!!!!!
✓ Make it easy to convert


5. SOCIAL


Social beacons can provide assurances


Fans & videos provide ‘social proof’


Social engagement may be a form of conversion


Social is the conversion...


Social conversions


6. SOCIAL SIGN-IN


Easy conversion with social


Increase data accuracy


Increase user engagement


Social Sign-in
✓ Users register using an existing identity, reduces barriers
and makes it easy to convert
✓ 25% of online publishers and eCommerce companies have
implemented social sign-in
✓ 92% of users surveyed are aware of social sign-on
✓ 42% agreed that companies offering social sign-on are
more up to date
✓ Increases odds of conversion, build engagement and
evangelism


7. DISPOSABLE


Make them quickly, efﬁciently


Disposable
✓ Don’t over-invest in creative that may not be effective
✓ Use templates
✓ Re-useable images
✓ Re-useable content
✓ Reduce reliance on tech & design resources
✓ Allows you to scale efficiently—multiple versions, more
dynamic, etc
✓ Enables agility—quick speed to market with your ideas


8. DATA-MINED


What to look for
✓ Bounce rate
✓ Conversion rate
✓ Conversion quality
✓ Lead engagement (pre and post conversion)
✓ Lead quality
✓ Order value
✓ Visitor behavior on the page
✓ Which actions lead to conversion? Which don’t?
✓ Results by traffic sources


9. INTEGRATED


Single landing page

email

display

social

PPC

mobile

afﬁliate

Single Landing Page


Single and Targeted Landing Experiences

email email

display display

social social

PPC PPC

mobile mobile

afﬁliate afﬁliate

Single Landing Page Targeted Landing Pages


Integrate your marketing tools


Integrate
✓ Beyond the marketing department
✓ From PPC to Social
✓ All of your marketing tools


TEST!!
If not now, when?

Email sdelz@ioninteractive.com for a
Guide to Online Testing


WILL YOUR LANDING PAGES BE
HOT & SPICY IN 2012?

Thank you for joining us today!
Presented by ion interactive
@ioninteractive
info@ioninteractive.com

SUSAN DELZ
Account Development Director
sdelz@ioninteractive.com
ion_poodle


SEMPDX_SearchFest_Landing_Pages_2012

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