Landing Page Optimization

Joanna Lord, Director of Customer Acquisition, SEOmozNovember, 2011 - PubCon Las Vegas

http:/googleblog.blogspot.com/2010/06/our-new-search-index-caffeine.html

Lets cover the basics for a hot minute.

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The Basics:

Specific To the query, keyword lineage, easy navigation, right fit

Clean & ConciseBullets, small paragraphs, drop unneeded fields

Call to ActionBig, clear, visually appealing, buzz word usage

Branded, Certified, Trusted Positive words, official site, certified seal, personable

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That’s it…basics over.

Lets get on with it.

Advanced Landing Page Optimization

“That stuff your boss likely doesn’t know much about, that stuff you see everywhere

that makes you feel happy on sites you love, and that stuff you’ll spend your career

fighting to get live on your site.”

a.k.a.

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What the hell does advanced landing page optimization include?

The 2 Sides of Advanced

On-Site Tactics

Secondary conversionsBrand strengthening

Testing

In-House Tactics

IntegrationAutomation

Champion results

Brown bags/education

Checklists

Integrate your CMS

Landing page templates

Auto-expire pages

Preview/Q&ASystem

Data collection

Spotlight efforts

Circulate & educate

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In-House Tactics

Integration Automation Champion Results

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One down. One to go… On-Site Tactic Time

Warning:This is where it gets a little crazy

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AddressingCustomer Concerns

PrimaryConversion

DualNavigation

Options

Multi-MediaAttention Grabber

SecondaryConversions

Get Feedback

Sharing Options

Education

Announcement

Strengthen the Brand

On-Site Tactics…a little more (okay lot more) complicated…

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On-Site Tactics

Secondary Conversions

Email Addresses RSS/Social Subscribers Social Counts

Downloads/Views Engagement

Feedback Loyalty Programs

Become Member

Virtual High Five

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On-Site Tactics

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On-Site Tactics

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Brand Strengthening

On-Site Tactics

Mission Statements Testimonials Awards

Press MentionsBadges

Logos Consistency

Positivity

Customer Counts

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On-Site Tactics

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On-Site Tactics

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Testing All Truths.

On-Site Tactics

Layout Sentiment Features

Navigation ElementsDesign

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On-Site Tactics

OMG take a deep breath.but wait…that sounds like a lot of work.

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tools that can help.

Creation Usability Testing

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resources to explore.

Wider Funnel BlogUnbounce Blog

Tim Ash’s BooksEd 1 & 2

Unbounce SlideShareMarketo E-book

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If that doesn’t work listen to these crazy cats coming your way.

Yo Tim! Can you believe she didn’t make fun of us?

Dude right?! Maybe third

year is a charm?

Q+AJoanna Lord, Director of Customer Acquisition,

SEOmoz

• Twitter: @joannalord

• Email: joanna@seomoz.org

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