SEMPDX_SearchFest_Landing_Pages_2012

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What’s Hot & Spicy in LPOPresented by ion interactive

@ioninteractive

LANDING PAGES 3.0

Landing pages: What’s hot right now...



1. Relevant 2. Interactive 3. Dynamic 4. Progressive5. Mobile Ready6. Social7. Social Sign-on8. Disposable9. Data-mined 10. Integrated



WHY?



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

Customized design, maximum flexibility



Design School‣ Lead generation‣ Program micro-sites‣ Over 100% increase in

conversions‣ Higher lead quality than

website leads

Higher conversions, lower cost per acquisition



American Greetings‣ 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

Brand Keyword

Need Keyword

Single Relevant Landing Page

Keyword Targeted Landing Pages

Product Keyword

Brand Keyword

Need Keyword

Localized versions



Localized versions



Localized versions



Ask them....



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”



Images that “swipe”



Interactive roll-overs



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



Lightbox content

Lightbox content





Lightbox content



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



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 1



Step 2, 3, thank you!



Step 1



Step 2



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)



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



Social beacons can provide assurances



Fans & videos provide ‘social proof’



Fans & videos provide ‘social proof’



Social engagement may be a form of conversion



Social is the conversion...

Social conversions



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



Single Landing Page

email

display

social

PPC

mobile

affiliate

Single and Targeted Landing Experiences



email

display

social

PPC

mobile

affiliate

email

display

social

PPC

mobile

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 [email protected] for a Guide to Online Testing



Thank you for joining us today!Presented by ion interactive

@[email protected]

WILL YOUR LANDING PAGES BEHOT & SPICY IN 2012?



SUSAN DELZAccount Development [email protected]_poodle

Business

SEMPDX_SearchFest_Landing_Pages_2012