Pubcon New Orleans: Best Tactics in Landing Page Optimization

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Janet Driscoll Miller shares her best tactics in landing page optimization from her session at Pubcon New Orleans 2013. From great basic tips to more advanced tactics like progressive profiling and social login buttons, Janet shares many different angles to try when making the most of landing pages to improve conversion rates.

Technologie Business

PRESENTED BY:
JANET DRISCOLL MILLER
PRESIDENT AND CEO, SEARCH MOJO
PUBCON
OCTOBER 16, 2012
THE BEST TACTICS IN
LANDING PAGE OPTIMIZATION

1. KEEP THE PROMISE
• Keyword and ad should match
• Ad message and landing page message
should match

… AND MAKE IT CLEAR!
• Reduce the number of choices
• Make the call to action stand out

CALL TO ACTION: COLORS
• Use a complementary
color to the overall page
color scheme

3. KEY MESSAGES “ABOVE THE FOLD”
• Don’t expect visitors to scroll
• Keep key messages above the fold

WHY REDUCE FORM FIELDS?
• Reduced 9 form fields to only 3
Landing Page Conversion
Long Checkout 0.26%
Short Checkout 1.04%
Increase 300%
Source: Marketing Experiments

4. KEEP FORMS SHORT
• The shorter the form, the more likely the
visitor will fill it out.
• Gauge how much information you really
need.
– Ex: Phone number – do you call them?
• Gauge the value of the exchange
– Is this offer really worth all of this
information?

5. DON’T FORGET GOOD USABILITY!
• Try to repeat keyword in the headline of
the page
• Use imagery when possible
• Make copy short, easy to read
– Concise – bullet points are good

6. CONSIDER ADDING “TRUST BADGES”
• Customer
logos
• Awards/
certifications

CONSIDER MARKETING AUTOMATION
CRM
Marketing Automation
Website

USE PROGRESSIVE PROFILING
• Inside of the tool
– Use the Progressive Profiling form feature
• Outside of the tool
– Use the API
• Helpful for website pages, marketing
library logins

EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS

EASY PROGRESSIVE PROFILING WITH
CONVERSION PATHS
42.3% of
Respondents
Fill Out
Additional
Information

WHY SOCIAL?
• Offers what search often lacks
– High level of demographic targeting
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level

User clicks
on social ad
Mark
person as
dog lover
Ad targeted towards
dog lovers
Landing page, focused
on dog products
USING COOKIES WITH SOCIAL ADS

TEST USING GOOGLE ANALYTICS
• Free A|B
testing
tool now
embedded
in Google
Analytics
• Only
allows for
A|B
testing

KEY TAKEAWAYS
• Always keep the promise!
• Follow the basic rules of good landing
pages
• Consider using progressive profiling
• Consider trying social media
• ABT: Always be testing

CONTACT
Janet Driscoll Miller
jmiller@search-mojo.com
800-939-5938 x101
Google+: +Janet Driscoll Miller
(and +Search Mojo)
Twitter: @janetdmiller
Facebook:
www.facebook.com/SearchMojo

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The presentation explores the development and application of artificial intelligence (AI) from its inception to its current status in the modern world. The term "artificial intelligence" was first coined by John McCarthy in 1956 to describe efforts to develop computer programs capable of performing tasks that typically require human intelligence. This concept was first introduced at a conference held at Dartmouth College, where programs demonstrated capabilities such as playing chess, proving theorems, and interpreting texts. In the early stages, Alan Turing contributed to the field by defining intelligence as the ability of a being to respond to certain questions intelligently, proposing what is now known as the Turing Test to evaluate the presence of intelligent behavior in machines. As the decades progressed, AI evolved significantly. The 1980s focused on machine learning, teaching computers to learn from data, leading to the development of models that could improve their performance based on their experiences. The 1990s and 2000s saw further advances in algorithms and computational power, which allowed for more sophisticated data analysis techniques, including data mining. By the 2010s, the proliferation of big data and the refinement of deep learning techniques enabled AI to become mainstream. Notable milestones included the success of Google's AlphaGo and advancements in autonomous vehicles by companies like Tesla and Waymo. A major theme of the presentation is the application of generative AI, which has been used for tasks such as natural language text generation, translation, and question answering. Generative AI uses large datasets to train models that can then produce new, coherent pieces of text or other media. The presentation also discusses the ethical implications and the need for regulation in AI, highlighting issues such as privacy, bias, and the potential for misuse. These concerns have prompted calls for comprehensive regulations to ensure the safe and equitable use of AI technologies. Artificial intelligence has also played a significant role in healthcare, particularly highlighted during the COVID-19 pandemic, where it was used in drug discovery, vaccine development, and analyzing the spread of the virus. The capabilities of AI in healthcare are vast, ranging from medical diagnostics to personalized medicine, demonstrating the technology's potential to revolutionize fields beyond just technical or consumer applications. In conclusion, AI continues to be a rapidly evolving field with significant implications for various aspects of society. The development from theoretical concepts to real-world applications illustrates both the potential benefits and the challenges that come with integrating advanced technologies into everyday life. The ongoing discussion about AI ethics and regulation underscores the importance of managing these technologies responsibly to maximize their their benefits while minimizing potential harms.

Artificial Intelligence: Facts and Myths

Joaquim Jorge

Join our latest Connector Corner webinar to discover how UiPath Integration Service revolutionizes API-centric automation in a 'Quote to Cash' process—and how that automation empowers businesses to accelerate revenue generation. A comprehensive demo will explore connecting systems, GenAI, and people, through powerful pre-built connectors designed to speed process cycle times. Speakers: James Dickson, Senior Software Engineer Charlie Greenberg, Host, Product Marketing Manager

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Pubcon New Orleans: Best Tactics in Landing Page Optimization

1. PRESENTED BY: JANET DRISCOLL MILLER PRESIDENT AND CEO, SEARCH MOJO PUBCON OCTOBER 16, 2012 THE BEST TACTICS IN LANDING PAGE OPTIMIZATION

2. BASIC TACTICS

3. 1. KEEP THE PROMISE • Keyword and ad should match • Ad message and landing page message should match

7. 2. INCLUDE A CALL TO ACTION…

8. … AND MAKE IT CLEAR! • Reduce the number of choices • Make the call to action stand out

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11. CALL TO ACTION: COLORS • Use a complementary color to the overall page color scheme

12. 3. KEY MESSAGES “ABOVE THE FOLD” • Don’t expect visitors to scroll • Keep key messages above the fold

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15. WHY REDUCE FORM FIELDS? • Reduced 9 form fields to only 3 Landing Page Conversion Long Checkout 0.26% Short Checkout 1.04% Increase 300% Source: Marketing Experiments

16. 4. KEEP FORMS SHORT • The shorter the form, the more likely the visitor will fill it out. • Gauge how much information you really need. – Ex: Phone number – do you call them? • Gauge the value of the exchange – Is this offer really worth all of this information?

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20. 5. DON’T FORGET GOOD USABILITY! • Try to repeat keyword in the headline of the page • Use imagery when possible • Make copy short, easy to read – Concise – bullet points are good

21. 6. CONSIDER ADDING “TRUST BADGES” • Customer logos • Awards/ certifications

22. ADVANCED TACTICS

23. CONSIDER MARKETING AUTOMATION CRM Marketing Automation Website

24. WHAT IS PROGRESSIVE PROFILING? • Propagating a user’s profile over time • Marketers prioritize the fields to capture

25. USE PROGRESSIVE PROFILING • Inside of the tool – Use the Progressive Profiling form feature • Outside of the tool – Use the API • Helpful for website pages, marketing library logins

26. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS

27. EASY PROGRESSIVE PROFILING WITH CONVERSION PATHS 42.3% of Respondents Fill Out Additional Information

28. WHY SOCIAL? • Offers what search often lacks – High level of demographic targeting Facebook LinkedIn Likes Industry Gender Gender Status Update Title and/or Function Geographic Region Geographic Region School Company Size Age Seniority Level

29. User clicks on social ad Mark person as dog lover Ad targeted towards dog lovers Landing page, focused on dog products USING COOKIES WITH SOCIAL ADS

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34. IMPLEMENTING SOCIAL LOGIN ON LANDING PAGES • Marketing automation • Third-party tool • API https://developer.linkedin.com/documents/sign-linkedin https://developer.linkedin.com/documents/profile-fields

35. ABT: ALWAYS BE TESTING!

36. TEST USING GOOGLE ANALYTICS • Free A|B testing tool now embedded in Google Analytics • Only allows for A|B testing

37. KEY TAKEAWAYS • Always keep the promise! • Follow the basic rules of good landing pages • Consider using progressive profiling • Consider trying social media • ABT: Always be testing

38. CONTACT Janet Driscoll Miller jmiller@search-mojo.com 800-939-5938 x101 Google+: +Janet Driscoll Miller (and +Search Mojo) Twitter: @janetdmiller Facebook: www.facebook.com/SearchMojo

Hinweis der Redaktion

Make sure ad messaging and landing page messaging match. Do a sample search for “hello kitty raincoats” Show example of ad/landing page that don’t match message and one example that does. Another example: “chevy minivans” Lands on http://www.chevydealer.com/?cs:pro=cgt2&cs:dma=584&cs:loc=en_US&cs:e=g&cs:gn=s&cs:cid=7207910896&cs:kw=chevy&cs:kt=4101402100&gclid=COPg2o3itaoCFQXc4AodYwQ54Qvs http://www.carmax.com/enus/search-results/default.html?Ep=semlandingpage&ADc=90&ANa=4294967083+4294966921&search=chevy&adcode=GOOAW210150E&s=0&AZ=24210
Use example of Seimens pae: http://www.siemens-enterprise.com/us/products/unified-communications-collaboration/openscape-web-collaboration/webtrial.aspx?sc_pst=COMWebexCollab&gclid=COKUoYbftaoCFUJn5QodLmVx7A http://www.paetec.com/products-services/voice/dynamic-ip/overview.html?cmpid=ps_sbr_pr_voiceip_voicedynamicip2&9gtype=search&9gkw=VoIP%20providers&9gad=7940871554.1&9gag=1542535904&gclid=CMvmgKDgtaoCFQHf4Aodaloq6A http://www.embroiderysuperstore.com/embroidery/logo_embroidery.aspx?source=adwords&gclid=CKvJ_vDgtaoCFYLd4AodxBp75g
Use “cloud computing monitoring” http://www.netsuite.com/portal/seo-landing-page/business-software/main.html?gclid=COuo0-HmtaoCFct95QoduEJx9w Vs. https://www.rightscale.com/s/cloud-computing-management.php?_kk=cloud%2520computing%2520monitoring&_kt=a7d1a613-260c-4dc3-beaf-4b7b1fa88cba&gclid=COv1i_7mtaoCFYLd4AodxBp75g
Marketing automation example
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Pubcon New Orleans: Best Tactics in Landing Page Optimization

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Hinweis der Redaktion