ion interactive and Marketo present an in-depth session on the Do’s and Don’ts of landing page creation, deployment, and optimization. Topics ranges from tailoring landing pages to different traffic sources, where to send people after the landing page, and conducting your first A/B tests.

1. Are You READY to Lift your
conversions?!
Mary D’Alatri, ion interactive
Rick Siegfried, Marketo
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2. Meet Your Speakers
Mary D’Alatri Rick Siegfried
Director of Account Marketing Programs
Services, ion interactive Specialist, Marketo
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3. Are Your Landing Pages READY for
Conversions?
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4. R.E.A.D.Y- ion’s 25-Point Framework
• Creates a comprehensive approach to
developing landing experiences,
incorporating a wide-range of best practices
and strategically sound tactics
• Ensures that all conversion-influencing
opportunities are utilized for high-impact
results
• Serves as the framework to guide your
test/experience planning and execution
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6. Relevancy
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7. Are Visitor’s Expectations Being Met?
1. Fulfills Promises
2. Targeted & Specific
3. Design Match
4. Visually Appealing
5. Speaks the Audience’s Language
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8. Fulfills Promise
1
2
• Message matched
• Delivers on promise
• Keyword targeted
3
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9. Targeted and Specific
• Excellent
geo targeting
• Keyword
targeted content
• Keyword
targeted
imagery
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10. Design Match
• Similar look & feel from ad to microsite
• Brand consistency
• Continuous “scent”
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11. Visually Appealing
• First
impressions
count
• Easy on
the eye
• Simple,
intuitive
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12. Speaks the Audience’s Language
• Audience identity
• Language/termino
logy is specific to
job
• “This is for me”
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13. Touched by a Human
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14. Touched by a Robot
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15. Human vs. Robot
Who Will Prevail?
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16. 15% Higher Click-Thru Rate
Leading to 20 more registrants
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17. Engagement
Relevancy isn’t enough. Compel
visitors towards the next step.
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18. Are Communicating Your Value Proposition?
1. Compelling value proposition
2. Real & tangible benefits
3. Emotional appeal
4. Persuasive content
5. Intuitive design
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19. Compelling Value Proposition
• Answers “why
StreamSend?”
• Differentiates
from
competitors
• Benefit-driven
headline
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20. Real, Tangible Benefits
• Benefits geared
toward small
business &
accounting newbies
• Clickable benefits
give additional info
• Customer
explain benefits
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21. Emotional Appeal
• Feeds the right brain
• Imagery & colors set
the “mood”
• Language expresses
meaning &
inspiration -
“Family First”
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22. Intuitive Design
• Form is front &
center
• Woman’s gaze is
an implicit
directional cue
• Progressive
form conversion
• With progressive
indicators
• LOVE!
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23. Persuasive Content
• Feature content,
supported by
beautiful imagery
• Conversational
headlines and sub
headlines
• Honest/genuine
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25. I WANT YOU!
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26. Asking About the Population?
Or Talking
to You?
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27. 9% Higher Click-Thru Rate
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28. ve
Aut horitati
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29. Are you Assuring Visitors You’re
Trustworthy
1. Trust assurances
2.Credibility
3.Context of use
4.Social proof
5.Brand consistent
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30. Trust Assurances
• Truste
• Norton
• “Our promise
to you”
• Social proof
(over 3M
customers)
• Since 1998
• Telephone
number
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31. Credibility
• Communicates
brand personality
• Testimonial
• Price disclosure
• Product imagery
with comparison
tool, video and
webinar resources
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32. Context of Use
• Implies ease of use
• Describes who uses
the product
• Customer imagery
• Outlines
compatible devices
• Outlines
compatible cards
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33. Social Proof
• Expert social proof
• Celebrity social proof
• User social proof
• Wisdom of the crowds
• Wisdom of your friends
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34. Brand Consistent
• Known brands
influence
buying decisions
• Consistent brand logos,
colors, fonts, design &
personality
• Brand & trust are
always entwined
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35. A Little Lick of Content
And
Some
Sick
Social
Proof
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36. The Content is What We’re Stressing
But There’s No Social Blessing
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37. I Wish I May, I Wish I Might
Which Page
Will Win
Tonight
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38. 10% More Conversions Will Suffice
When Someone Says
It’s Very Nice
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39. Directional
Move Your Visitors Forward
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40. Are you Moving Visitors to Their Goal?
1. Clear call to action
2. Frictionless choices
3. Minimal distractions
4. Motivation &
incentives
5. Progressive
conversion
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41. Clear Call to Action
• Singular CTA
• Except for those
“already using
Quickbooks”
• “Try it free”
consistent
throughout content
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42. Frictionless Choices
• Simple design
• Only one thing to do
• Easy entry
• Implicit
directional cue
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43. Minimal Distractions
• Distinct options
• Self-selection of most
desirable product
• Gently guides visitor into
shopping experience
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44. Motivation & Incentives
• Time savings - takes
3 minutes or less!
• Clock icon
reinforces message
• “…uniquely
matched to your
needs
and budget.”
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45. Progressive Conversion
• Three step
segmentation process
buckets visitors
• Progressive and
more relevant
• A lot of clicks requires
a lot of payoff
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56. Yield Optimal
The best landing pages get results,
but require testing.
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57. Are you Implementing Best Practices to
Maximize Conversions?
1. Post-conversion strategy
2. Clear hypothesis
3. A/B or MVT test
4. Testing requirements
5. Actionable next steps
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58. Post Conversion Strategy
• Leveraging thank you page for additional
• engagement & brand building
• Follow, like, pin, etc.
• Additional resources
• Upsell to cross-sell
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59. Test Planning
• Clear hypothesis
• A/B or MVT test
• Testing
requirements
• Actionable
next steps
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60. One is the
Loneliest
Number
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61. Two’s a
Crowd
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62. The Study of Singular
Versus
Marketing
Multiple
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63. 12% Higher Click-Thru Rate
Leading to 50
More Registrants
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64. So, what’s this webinar about?
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65. Well, this looks cool
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66. Heavy Content vs. Heavy Visual
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67. GOTCHA! Identical
Conversion Rates
of 29%!
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68. Mary D’Alatri Rick Siegfried
Director of Account Marketing Programs
Services, ion interactive Specialist, Marketo
Page 68 #mus13 © 2013 Marketo, Inc.