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Presented by ion interactive
www.ioninteractive.com
twitter: ion_interactive
phone: 888-466-4332
February 25, 2009
Advanced Landing Page Strategies for Higher Online Conversions
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Today
About ion interactive
Post-click marketing as a competitive advantage
Best practices to improve conversion quality & quantity
The ROI case for post-click marketing
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ion interactive
Online marketing since 1998
Offices in Florida & Massachusetts
Focus on strategic post-click marketing
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We make online marketing more effective
Create effective landing experiences—landing pages, microsites, conversion paths
Manage post-click marketing campaigns, testing and analysis
Improve online conversions
What we do
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Who we do it for
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The results
industry average ion client average
conversion rate
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333%
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Online marketing
Clicks you don’t have control over:
SEO
Social
Viral
Clicks you do have control over:
SEM
Display/banners
Affiliates
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How you engage your respondents after they click determines whether or not they will engage with you.
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Independent research confirms...
“Based on a recent study, it is possible that your competitors could be generating five times the ROI as you are with comparable messaging and spending.
What can you do right now to increase the ROI of your ad
campaign? Pay more attention to the
post-click experience.”
-Miro Kazakoff, Managing Director, Compete, Inc.
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5-30x
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Post-click marketingAds are links. Where do your links go?
Landing pages
Microsites
Conversion paths
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3.84%16
Best practices to boost your ROI
Beyond the website
Message match
Preconversion segmentation
Experiences, not pages
Test, test, test, test, test...and test some more
Flash, video, social, behavioralization
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Beyond the website
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Specific landing pages improve conversions
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Converts 20% better than home page control
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Segments convert 100-500% better than home page control
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Beyond the website
Free of the encumbrances of the brand website—more agile, easier to apply testing & learning for each unique source of traffic
Ad-specific destination matches the message the user clicked on
Conversion-focused destination
User-directed, marketer controlled (vs. user controlled)
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The ad and the landing experience need to match
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Organic traffic
Low degree of marketer control
Diverse audience funneling in
Customers
Prospective customers
Press
Investment community
Page needs to appeal to LCD
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Campaign traffic
Higher degree of marketer control
Very specific placement (or keyword) and ad and link
You KNOW with certainty what creative unit they clicked on
You are in control of where they land
You paid for them to click!!!
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The ad & the landing experience have to match
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Ad promises free guide
This page is all about a free consultation and doesn’t mention a guide
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Banner ad says “take control with a unified IP contact center” and promises a free white paper.
This page is about the Tyranny of CTI, and offers a white paper. What happened to taking control with a unified IP contact center?
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You don’t need one landing page
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You need many
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100’s of landing pages like this helped improve conversions 600%
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Find out who they are and what they want
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All respondents are not the same
Preconversion segmentation
Allows users to self identify
Allows you to know who’s clicking and what they are interested in
Increases odds of conversion due to relevancy and user experience
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segment
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50% lift48
Pre-conversion Segmentation
1. Find out who they are and/or what they want
2. Give it to them
3. They will convert
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reasons for preconversion segmentation5
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1. Easy engagement
Clicking an ad=5 seconds
First choice on a landing page=also 5 seconds
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2. Self-identification
We respond to self-identification clues
More accurate than a form field
Sets expectations
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3. More focused
Contextually relevant content sells better
Subtle shifts in language can have a big impact
Eliminates clutter
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4. Signaling
Investment reflects commitment
“If you target me, you must think I am a good fit”
Let’s the user know they are in the right place (or not)—”there’s something for me here”
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5. Market research
Which ads attract which segments?
Which segments convert best?
How do prospects think of themselves?
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Beyond the page
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16.1%
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0 5 10 15 20
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Experiences, not pages
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19.6% conversion rate
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8.12% conversion 11.4% conversion9.23% conversion
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2-page experience
converts 20% higher
than a single page
“land & jump”
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It’s not landing pages, it’s landing experiences
A single page can only be optimized so much—an experience gives you more room to experiment to lift results.
Segmentation; sub-segmentation
Message
Sequence
Pitch
Pre & post conversion offers
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Strategic testing
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0 0.75 1.50 2.25 3.00
Control: Land & Jump
Multi-page Path: Segment by rate
Multi-page Path: Segment by need
Financial Services
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0 2.25 4.50 6.75 9.00
4-page conversion path
4-page conversion path;
same copy & images, different page layout
2-page conversion path
Software/hardware
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0 3 6 9 12
5-page conversion
path with 3
segmentation
choices
Education
9-page conversion path with 3
segmentation choices
5-page conversion path with 5 segmentation choices
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8.12% conversion 11.4% conversion9.23% conversion
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Strategic Testing
Start at the macro-level (apples to oranges)
Segmentation
Experiences/sequence
Messages/pitch/persuasion
Graphics, imagery, look and feel
Iterate champions—both micro & macro iteration
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ExperimentFlash, video, widgets, social, behavioral
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Video & widgets
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Flash
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Enhancing the Experience with Multimedia
Context counts
Introduce it at the right time
Entire experience
On first page, automatically
On first page, as option
After conversion as enticement to convert
After conversion as bonus engagement
Don’t make them wait for it
Make it meaningful
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Social in landing experiences
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8.2% participation rate
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New roads to relationships
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New roads to relationships
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Transparency & visibility
Nothing’s happening here
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Social Media Opportunities
Bring live blog feeds into landing pages
Bring in your company’s Twitter feed or let people follow you on Twitter right from the landing page.
Discussion forums
Polls
FaceBook, MySpace, Google applications—they are here!
Event RSPVs
Widgets
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Behavioral & personalization
Content substitution such as keyword insertion
Change experience based on behavior
Craft experiences for specific previous behavior
Use geo-location to serve up location-specific experiences
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Where is the ROI hidden?
X
AFTER the click
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High overhead
Lack of control
Lack of best practices
Slow implementation
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Calculating true costs
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Landing experiences=time & money
Landing page strategy
Landing page writing and design
Development & coding
Deployment & hosting
Testing
Analytics and reporting
Time, time and more time—proofing, trafficking changes & schedules and on and on.....
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Landing experiences=the effective way
Best practices
Processes for iteration & innovation
Post-click marketing platform
Combined creation, testing and reporting in a single program-specific environment.
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American Greetings
before post-click program
afterpost-click program
conversion rate
time to create new landing
pages
number of landing pages
+20%
Months, if at all Hours or days
1 per year 50+ and growing
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BankCard Company
before post-click program
afterpost-click program
conversion rate
time to make new pages
number of landing pages
quality of pages
15% 26.7%
Weeks Hours or days
50 100
Low High
3x
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Overland Storage
before post-click program
afterpost-click program
conversion rate
time to create new landing
pages
number of landing pages
<1% 7.4%
Months, if at all Hours or days
Less than 5 Hundreds
7x
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Education lead generation
before post-click program
afterpost-click program
conversion rate
time to create new landing
pages
number of landing pages
<.5% 10%
Months or weeks Hours or days
<20 Hundreds
10x
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Bronto Software
before post-click program
afterpost-click program
conversion rate
time to create new landing
pages
number of landing pages
2% 31.6%
Months, if at all Hours or days
Less than 5 Hundreds
15x
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How they made it happen
Readjusted online spend towards post-click marketing
Improved processes and increase speed to market with landing pages
Used landing page best practices
Beyond the site
Message match
Preconversion segmentation
Testing
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Calculate your ROI
Media Cost $50,000
Respondents @ $.25/click
Avg. Conversion
Avg. Sale
Total Revenue
Less Costs
Net
200,000
3%
$99
594,000
53,500
540,500
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Spend smarter
Media Cost $50,000 $40,000
Respondents $.25/click
Conversion
Avg. Sale
Total Revenue
Less Costs
Net
200,000 160,000
3% 4.5%
$99 $99
594,000 712,800
53,500 53,790
540,500 659,010
Revenue +$118,510
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333%
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Create effective landing experiences
Manage post-click marketing campaigns, testing and analysis
Improve online conversions
We help our clients:
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LiveBall PlatformWeb-based software as a service, made for marketers
Create & test conversion-focused landing experiences
Single solution to create advanced landing pages without ITA/B testing & optimization for each unique sour of trafficReal-time reporting
ion servicesEnd-to-end post-click executionStrategic planning
Content development/experience designTest & project management
Review & analysis of resultsIterative and optimization
Platform & professional services
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Thank You!Anna TalericoExecutive Vice President, ion [email protected] me on Twitter: AnnaTalericoFollow ion on Twitter: ion_interactive
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