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Post -Click
MarketingScott BrinkerPresident & CTOion interactive, inc. http://postclickmarketing.com
2 Takeaways
1. More specific landing pages.1. More specific landing pages.
How is landing page optimization like a Ferris wheel?
How is landing page optimization like a Ferris wheel?
Your landing page
Respondents
http://company.com/campaign/landing
http://company.com/campaign/landing
Respondents
Versions ofyour landing page
Versions of yourlanding page
http://company.com/campaign/landing
Respondents
Versions of yourlanding page
http://company.com/campaign/landing
Respondents
Green peoplelove greenexperiences
Blue peoplethink blue ismost important
Orange peoplemake decisions on orange data
What is the
averageof these people?
If you test for the average, you will get
average results.
http://company.com/campaign/landing-blue
http://company.com/campaign/landing-orange
http://company.com/campaign/landing-green
3 different landing page destinations
Segmented respondents
2. Self-segmentation after the click.2. Self-segmentation after the click.
Hamburger? Tuna?
65.4% segmentation rate
16.2% conversion rate
(hypothetical: not actual data)
Which ads attract which segments?
Segment Conversion Rate
SMB 14.7%
Enterprise 23.5%
Which segments convert best?
(hypothetical: not actual data)
5 Reasons2 clicksare betterthan 1.
1. Easy engagement.
Clicking an ad = 5 seconds.
First choice on a landing page = also 5 seconds.
Contextual navigation.
2. Self-identification.
We respond to self-identification cues.
More accurate thana form field.
Expectations.
3. More focused content.
Contextually relevant content sells better.
Subtle shifts in language can have big impact.
Eliminate clutter.
4. Signaling.
Investment reflects commitment.
“If you target me, you must think I’d be a good fit…”
5. Market research.
Which ads attract which segments?
Which segments convert best?
How do prospects think of themselves?
1. More specific landing pages.
1. More specific landing pages.
2. Self-segmentation after the click.
2. Self-segmentation after the click.
http://postclickmarketing.com
