10 Landing Page Lessons Inspired by Howard Stern

10 Howard Stern
Inspired Landing
Page Lessons

© i-on interactive, inc. All rights reserved • www.ioninteractive.com
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Howard is funny, entertaining, shocking, humble, arrogant, neurotic and a brilliant
marketer. You don’t help Sirius Radio get to 20 million subscribers without being smart
and conversion focused. So, whether you love him or hate
Howard Stern, there is a lot we can learn from him.

10 Landing Page Lessons...inspired By Howard Stern
1. Sell baby, sell.
2. Landing pages for all.
3. Maximize your best content.
4. Be attention-worthy.
5. Test everything.
6. Be social.
7. Never give up.
8. Evolve.
9. It’s not just about you.
10. It’s serious business.

Sell baby, sell
1
Howard is a pitch-man.
He understands that people tune in for the entertainment, but that
selling stuff pays the bills.
He supports his advertisers with flair —providing unique
sponsorship opportunities, incorporating them into his show
content.
Yes, it’s both entertainment & sales.
Similarly, it’s important to think of your
landing page as a virtual sales person.
Don’t forget your pitch!

What is the page selling?

Valuable offer. Benefit headline.
Features
categorized
into easy,
visual buckets
Beautiful
product
images

Landing pages for all
2
Howard Stern is the self proclaimed King of all Media.
Are you?
Do you use landing pages for all your campaign traffic?
Don’t stop at paid search landing pages - try them for
email, mobile, social, display and even offers within your own
site.

SocialAdvertising
Email
PPC Display
Successful conversion programs almost always incorporate some form of
landing pages for all of their paid and social media programs.

Highest converting customers have the most
landing pages.
☝When we look across the hundreds of ion customers, the highest
converting customers, or the ones with the biggest conversion lifts, are also
the customers who have the most landing pages.

Maximize your best content
3
Howard is a master at re-using his content.
From just one show he’ll have…
photos,
articles,
stories for Howard 100 news,
a Howard TV show version,
a fodder for a wrap up show
and content for best-of-shows when he is on vacation.

Email: white paper offer
Slideshare: slides/contact us
Onsite: recorded webinar
Re-use your content that pulls.
Don’t look at a white paper as just a white paper.
Look at it as content for a new webinar that you can then turn into a SlideShare.

Be attention-worthy
4
Howard knows how to grab attention.
Do your landing pages grab your visitor’s attention?
You don’t need to don a Fart Man suit and fly over the MTV
awards audience to get attention on your landing page, but
you do need to connect with your audience in a way
that resonates.
A small dose of humor, emotion, surprise, or authenticity can
bring that extra sparkle to your pages and win the hearts and
minds of your visitors.

Recognizable
brand character
Copy & imagery "paint the
picture" of savings

Test everything
• Howard is a brilliant interviewer.
If you think of an answer to a question as a conversion, then
he might be the highest converting interviewer ever.
He gets guests to answer questions they don’t want to
answer by asking the same question in different ways until
he gets the answer.
With landing pages, you have to test everything to
see what gets visitors to convert.
5

For example, here are two different ways for visitors to
self-segment, which do you think worked better?
Audience segmentation Need segmentation

300% higher engagement; higher conversion
Need segmentation

Does an image make a difference? Would visitors
respond more favorably to the woman or to the man?

25% lift in
conversion rate!

Which page do you think won this A/B test?
vs

65% lift in
conversion rate!

Be social
Howard connects with his fans by involving his audience
into the show with games, contests, and listener phone calls.
Social proof on your pages can build visitor confidence and trust
in your brand.
Small things like placing a testimonial near a call-to-action,
providing an RSS link, or listing the number of likes next to a
blog post can make a big difference.
6

By using elements like an RSS link and a Facebook feed, this blog
becomes much more personalized and a visitor is given an easy way to
interact with the author.

Integrate your blog with your landing pages by bringing in a feed of posts
and comments. Doing this shows that you are actively engaged with your
audience and builds social proof in a way that positions you as an
approachable thought leader.

By giving your audience a way to interact with you, such as this feed for
Facebook comments on your landing pages, you form a connection that
helps make your message even stronger. Make it easier for people to like
you and to strike up a conversation.

Never give up
There were a couple of times when it seemed like Howard
was going to quit.
Whether it was at CBS or before he renewed with Sirius, but
he always comes back — and he comes back stronger.
7

Because, if you stop too soon you may miss out on reaching a whole new level of success.
Conversion graph
shows 18 month
testing period.
Presented by
Anthem at Marketing
Profs Digital Mixer.
Hit a bump in the road or come up against what seems like an unsolvable
problem? Its bound to happen. The most successful marketers know that when
the going gets tough, the tough get going. And it’s through this that success is
found. Look for the lesson in a failure and move forward.

Evolve
“I was more one-dimensional, like Cro-Magnon in a way,
banging people over the head in my early years. Sometimes
when I hear the old shows broadcast, I want to cringe.”
8
What works on your landing pages today may not work well
tomorrow.
It is important to constantly evolve your message and
page to stay modern and relevant.
Howard Stern (reflecting on his old show broadcast in a Rolling Stone article)

Landing pages stuck in a rut can hurt your results...
• Flash?
• Mobile?
• Social?
• Video?
• Stale?
• Outdated?
• Out-moded?

It’s not just about you
Is your landing page team comprised of you, your keyboard,
and your desk?
Howard’s got a large, loyal cast that helps make the show
better than it would be if it were him alone.
He knows that the show is about more than just him.
Your landing page results will be elevated when
you involve other teams in your process.
9

Talk to sales (remember, your landing
pages are like your virtual sales people,
after all).
Talk to product marketing.
The CFO.
Get help from all the expert resources
around you to help plan and execute your
program.
A good conversion initiative, based
on solid landing page strategies,
often requires a village.

It's serious business
“Radio was everything. I had to win - at all costs, no holds barred. Not to sound like
Charlie Sheen, but losing was not an option. I put in a lot of hours of work on it. I
listened to every show back on tape. I sat there and thought everything through. I
spent thousands of hours editing tapes, writing commercials, incorporating sound
effects. I spent endless days and nights thinking about this and nothing else.
8
Howard Stern (describing his early days to Rolling Stone
Howard has the eye of a tiger.
Are you dedicated to higher conversions?
Howard’s dedication stands out when he talks about the
early part of his career.
It takes that level of commitment to get higher conversions.

We help brands create effective landing pages.
90% of our customers report positive ROI.
Find out more:
http://www.ioninteractive.com

Thank you!
@ioninteractive
info@ioninteractive.com

10 Landing Page Lessons Inspired by Howard Stern

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