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Post-Click!Marketing!
Ron Verheijen Ph.D., MSc Founder
Damian Bo8 MSc, BA
Co-‐founder
Jadran Braber Business consultant
Joris van Eil
Technical consultant
Judith Herrewijn Sales
consultant
Alliance
The Online Marke-ng Universum
PPC
SEA
Banners
SEO
AdWords
AdSense
Lead generaKon
E-‐commerce
Landing page
E-‐mail
Search Engine
Affiliate
AnalyKcs
PCM
Design Layout
B2B
B2C
TesKng
Website
Homepage
Online MarkeKng Pre-‐Click MarkeKng Post-‐Click MarkeKng
Click
Search engine op-miza-on Pay per Click
• 25% -‐ 30% of clicks
• Costs per click
• More control (adverKser decides posiKon due max. cpc)
• AdverKser controls the link
• Campagne based
• Results will be achieved fast
•Making adjustments doesn’t effect the posiKon of your ad that much
• 70% -‐ 75% of clicks
• Clicks are free
• Less control (search engine algorithm decides posiKon)
• Search engine controls the link
• Structural based
• Results will be achieved slowly
•Making adjustments can have effect on the posiKon in the search engine
Pre-‐Click Marke-ng
Pay Per Click (PPC) – Digital Adver-sing
Search Engine AdverKsing
Banner
Digital adverKsing -‐ Ad chain
Displays (#)
Click through rate (CTR)
Cost per Click Cost per Mille
Webpages
Pages visited
Time on page
Conversion rate Exit rate Abandon rate
lead or online purchase
Cost per lead
Cost per acquisiKon
Cost per sale (e-‐commerce)
Conversion (customer)
Success rate
Cost per sale
€ Conversion Webpages Post-‐
Conversion Ad €
Ad chain – Where to opKmize?
Click through rate (CTR)
Due to external compeKKon between 2 and 10%
Webpages Conversion Ad
Conversion rate
Currently industry avarage 3% -‐ 4%
This means there is sKll 97% to convert
You have full controle
Views 100.000 100.000 100.000 100.000
CTR 2% 3% 5% 10%
Visitors 2.000 3.000 5.000 10.000
Conversion 2% 2% 2% 2%
Leads 40 60 100 200
Views 100.000 100.000 100.000 100.000
CTR 2% 3% 5% 10%
Visitors 2.000 3.000 5.000 10.000
Conversion 4% 8% 12% 16%
Leads 80 240 600 1600
Where to opKmize? Example
Post-Click Marketing!Post-‐click markeKng [1] is a term that refers to Internet markeKng iniKaKves directed at respondents who have just clicked on a search engine link, paid keyword, banner ad, or a "call-‐to-‐acKon" link in an email. These iniKaKves include landing pages, microsites, and conversion paths.
The focus of post-‐click markeKng is usually on increasing the conversion rate of respondents (where a "conversion" may mean subscribing, becoming a qualified lead, or making a purchase).
2010 is the Year of Conversion Rate Op-miza-on
“If I were doing another startup today, it would focus on sonware for conversion rate opKmizaKon. I think this is sKll the most under-‐uKlized and highest ROI acKviKes in the markeKng department, but more awareness is on its way. CRO isn't just about tesKng; it's about building a process for improving conversion over Kme. Online businesses can generate so much revenue from this, yet few invest. I think 2010 is the year, simply because it's an inflecKon point for companies to assess their spend and where they derive value.”
Rand Fishkin SEOmoz's CEO, and co-‐founder.
Is 2010 the Year of Conversion Rate Op-miza-on? Bryan Eisenberg asks the quesKon to ClickZ readers, and
we’re answering with a resounding “YES!”
Bryan Eisenberg is coauthor of the Wall Street Journal,
Amazon, BusinessWeek, and New York Times bestselling
Books Call to AcKon," "WaiKng For Your Cat to Bark?," and
Always Be TesKng.”
“2010 is the year of Conversion Rate Op-miza-on” In a follow up to Rand’s post, conversion opKmizaKon expert Raquel Hirsch of WiderFunnel describes how she’s witnessing the industry’s growing investment in conversion opKmizaKon. “We are seeing not only greater investment in conversion opKmizaKon but a greater realizaKon on the part of marketers that this is a business-‐model changer for their companies, here to stay”.
“I think 2010 is the year, simply because it’s an inflec-on point for companies to assess their spend and where they derive value.”
Raquel Hirsch co-‐founder WiderFunnel MarkeKng Inc.
Current situaKon
SKll ads are linking to the homepage or to a page deep in the website
So what to do?
The current situaKon regarding to landing pages (1.0)
“Everyone seems to repeat the same factoids and best prac-ces.”
Marke&ngSherpa Landing Page Handbook, 2nd Edi&on
Headline
Body copy
Image
Form
BuZon
3.84% MarkeKngSherpa Landing Page Handbook, 2nd EdiKon
average conversion rate
Landing pages 2.0
Post-Click Marketing!Successful post-click marketing campaigns are!characterized by the following eight techniques:!
1. Conversion paths!2. Message matching!3. Segmenting!4. Qualification!5. Conversion!6. Testing!7. Analysis!8. Optimization!
1. Conversion Paths • Landing page • Segmented path pages • Offer page • Thank you page
• Match the post-‐click message with the promise made that solicited the iniKal click
2. Message mapping
3. SegmenKng visitors
8.12% conversion 11.4% conversion 9.23% conversion
16.1% conversion rate
5 Reasons 2 clicks are beZer than 1.
1. Easy engagement.
Clicking an ad = 5 seconds.
First choice on a landing page = also 5 seconds.
Contextual navigaKon.
2. Self-‐iden-fica-on.
We respond to self-‐idenKficaKon cues.
More accurate than a form field.
ExpectaKons.
3. More focused content.
Contextually relevant content sells be8er.
Subtle shins in language can have big impact.
Eliminate clu8er.
4. Signaling.
Investment reflects commitment.
“If you target me, you must think I’d be a good fit…”
5. Market research.
Which ads a8ract which segments?
Which segments convert best?
How do prospects think of themselves?
More specific pages needed
So self-‐segmenta-on acer
the click.
3. SegmentaKon and 4. QualificaKon
• Segment respondents into strategically important groups;!
• Engage the respondent with relevant, compelling content;!
• Track respondent qualification and segmentation back to traffic sources;!
segment
segment
simple
40% lic
73.1% segmenta-on rate
Don’t think of a landing
page.
Think of a post-‐click marke-ng experience.
How is landing page op-miza-on like a Ferris wheel?
Your landing page
Respondents
h8p://company.com/campaign/landing
h8p://company.com/campaign/landing
Respondents
Versions of your landing page
Versions of your landing page
h8p://company.com/campaign/landing
Respondents
Green people love green experiences
Blue people think blue is most important
Orange people make decisions on orange data
h8p://company.com/campaign/landing-‐blue
h8p://company.com/campaign/landing-‐orange
h8p://company.com/campaign/landing-‐green
3 different landing page desKnaKons
Segmented respondents
5. Conversion
• Ge|ng value out of the click • From a anonymous click to ge|ng to know your visitors
65.4% segmentaKon rate
16.2% conversion rate
Segment Conversion Rate
SMB 14.7%
Enterprise 23.5%
Which segments convert best?
(hypotheKcal: not actual data)
6. TesKng
• A/B tesKng or MulKvariate tesKng of a single landing page
Versus
• A/B tesKng of conversion paths
8.12% conversion 11.4% conversion 9.23% conversion
A/B Tes-ng Mul-variate Tes-ng
• Requires more traffic
• Can test more combinaKons
• VariaKons of fixed elements
• Need independent elements
• Harder to visualize tests
• Risks of bad combinaKons
• Usually limited to a page
• Onen harder to set up
• Requires less traffic
• Tests fewer variaKons
• Apples-‐and-‐oranges tests
• Dependent elements okay
• Easy to visualize tests
• No risk of bad combinaKons
• Can test mulK-‐page paths
• Onen easier to set up
7. Analysing for conversion
• Analysing the results: Learn strategically criKcal informaKon from respondents who abandon; convert a higher percentage of respondents.
Post-‐Click MarkeKng: Analyse
8. OpKmizaKon
Aner analysing the current results you can opKmize for higher conversion.
• OpKmizing for higher conversion:
Pre-‐Click Marke-ng
Post-‐Click Marke-ng
Post-‐Click MarkeKng campaign can run together with the current website.
A Pre-‐Click and Post-‐Click campaign will cost between €2.500,-‐ -‐ €15.000,-‐ for a campaign of 6 months.
Let’s talk about Post-‐Click MarkeKng for your agency Damian Bo8 De Online Fabriek Email: [email protected] Twi8er: damianbo8 Linkedin: h8p://nl.linkedin.com/in/damianbo8
