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.

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

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

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?

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

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