LANDING PAGES THAT CONVERT - Active NetworkNetwork+2.0/Global/... · 2012-11-15 · Event Marketing Certificate Webinar Series – Landing Pages that Convert 7 ‣Message match is

Event Marketing Certificate Webinar Series – Landing Pages that Convert

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LANDING PAGES THAT CONVERT WITH ANNA TALERICO, EVP, ION INTERACTIVE

Event Marketing Certificate Webinar Series:

Email Marketing and Conversion

7 November, 2012


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TODAY’S SPEAKERS

Guest Speakers

Anna Talerico

EVP

ION Interactive

Ana Jesus

Marketing Manager

Active Network

Moderator

Ricardo Darwin

Client Application Specialist

Active Network


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4:05PM: Introduction and 25 Best-kept Landing Page Secrets

⁃ Landing Page Targeting

⁃ Landing Page Testing Secrets

⁃ Common Mistakes

4:45PM: Q&A - Landing Page Secrets

4:55PM: RegOnline Webpages Creator Tool

5:15PM: Q&A – RegOnline Tool

AGENDA


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Who we are:

ion interactive

What we do:

Landing page software & services

Why it matters:

3x better conversion average

Who we do it for:

Companies large and small

ABOUT ION INTERACTIVE


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― A standalone web page distinct from your main website that has been

designed for a focused objective.

WHAT IS A LANDING PAGE?

Landing Page

Event Website

Email

Advert

Social Media

Above-the-line

marketing

Brochures

Any other channels


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SEND THE RIGHT MESSAGE


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‣ Message match is a huge

conversion factor

‣ Lends to relevancy

‣ Keep email/channel text and

landing page copy closely tied

together

‣ Give them what they want!

LANDING PAGE TARGETING

Product Keyword

Brand Keyword

Need Keyword

Secret

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Maintaining message match


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― One Landing Page For:

‣ Email

‣ Pay-per-click

‣ Social

‣ e-Commerce

‣ Mobile visitors

‣ Each language / country

LANDING PAGE TARGETING Secret

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One landing page per source


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3

Keep landing pages campaign-specific


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4

Reach every visitor with mobile optimisation

Offering a mobile-friendly alternative to your desktop landing page boosts

conversion.


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5

Use dynamic content substitution

― Types of Dynamic Content:

‣ Dynamic keyword insertion

‣ Content substitution & replacement

Events Annual Conference


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6

Landing pages should be offer-specific

Deliver a targeted message by separating landing pages by offer. Don’t send your December offer to a July landing page!


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Localise landing pages for better results

UK Spain China


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― Segmentation allows

your visitors to grade

themselves, place

themselves in buckets,

and also see content

that is more relevant to

them


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Segment, then deliver more relevant content


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Use segmentation to grade your responses

Grade A Grade B

Grade C

“CALL IMMEDIATELY” “DRIP PROGRAM”

“LEAVE ALONE”


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LANDING PAGE

TESTING SECRETS


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― Testing is great, but...

don’t start testing right away.

‣ Gather your web analytics

‣ Time spent on site

‣ Current top performers

‣ Paid search campaign results

‣ Top performing ad groups

‣ Brand standards

‣ Feedback from the sales team

LANDING PAGE TESTING Secret

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Before you dive in, gather your tools


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― Innovate by Testing:

‣ Different templates, layouts, or styles

‣ Interactive content

‣ Image or text-heavy pages

― Iterate and Test Combinations of:

‣ Button styles, text, or colors

‣ Messaging

‣ Form fields

‣ Call-to-Action


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Landing page testing happens in cycles


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There’s more than one way to test pages

A/B split testing an easy way to start

optimizing your pages.

test different

versions of your landing

page experience to determine a

winner.

segmentation testing

gain valuable knowledge about

your visitors.

discover new

segments and deliver targeted messaging

MVT testing test different

page elements, copy,

calls-to-action, offers,

and interactive content.


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― Use Multivariate Testing to Compare:


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You can test virtually any page element

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2

3

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5

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2

3

4

5

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Headlines and sub-headlines

Imagery

Calls-to-action, form fields

Interactive content

Body copy

Social content


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― MVT allows you to test smaller elements of your page, but you can’t be afraid of testing

radically different pages.


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Test pages that are radically different


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Don’t be ashamed of poor performers

‣ One of the best things about

landing pages is that they’re

flexible and disposable.

‣ Celebrate victories, learn from

losses, and move on quickly!

‣ Remember: today’s top

performer could become

tomorrow’s passé page.


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Like messaging, test are source-specific

‣ The results of one test for

one traffic source may be

different than the same test

in a different traffic source.

‣ Avoid declaring winners in

campaigns based on the

results of tests in other

campaigns.


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Like messaging, test are source-specific

― Which metrics are most

important for your

organisation to track?

‣ Conversion rates

‣ Time spent on page

‣ Segmentation

‣ Click behaviour

‣ Purchase rates


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― In online testing, your significance level––how unlikely it is that your testing

results are due to chance––is up to you.


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Determine how confident you want to be

Picking a Significance Level

Low-Medium (70-95%) High (>95%)

The risks associated with picking the

wrong winner are somewhat low.

The risks associated with declaring the

wrong winner are high.

The risks of not declaring a winner when

one is present are somewhat high. You can afford to wait to declare a winner.

OR AND


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Keep on testing your landing pages

― Testing is one of the easiest

ways to improve campaign

performance without increasing

spend.

― If you’ve reached a plateau, try:

‣ Changing your segments

‣ Switching the form-factor or

layout of your landing page(s)

‣ Experimenting with interactive

content on your pages

opportunity


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AVOID

THESE

COMMON

MISTAKES


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3-Point Landing Page Testing Cycle

COMMON MISTAKES Secret

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Declaring a test winner too soon

Monitor your landing pages for immediate campaign performance

insights.

Wait until your tests achieve statistical significance. A test result is

typically statistically significant if the results are unlikely to have

occurred by chance

Allocate your traffic to winning pages and reap the benefits of higher conversion rates.


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Isolating your tests removes the possibility that confounding variables can skew

your results and give you bad data.


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Isolate your results for a specific timeframe


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― When you’re testing your landing pages, be aware of how much traffic you’re

sending to each page.

‣ More traffic = faster speed to significance.

‣ Traffic volume moderates the types of test you choose.

‣ Avoid testing alternative pages that are very similar to each-other.

‣ Testing many different layouts or elements requires more volume.


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Avoid the never-ending test


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Testing Inconsistencies

50% Off Your Registration Hurry, this offer expires soon!

You can’t easily test two CTA colours by using a different offer for each landing page.

Free Annual Membership When you register for the weekend pass

0207 313 5701 0207 313 5701


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Thinking that landing pages can’t add to SEO

― Landing pages can contribute in

significant ways to your search engine

optimisation efforts.

‣ “Humans this way, bots that way”

‣ Build SEO-specific creatives

‣ Include these landing pages on your

sitemaps

‣ Set redirects in case you close a URL or

defer traffic to a new one.


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Being wed to pages for too long

― Landing pages should be flexible and

disposable

‣ With constant testing comes a need for

flexibility

‣ Over-investment of time and money means:

o Unwillingness to kill poor performers

o Lack of performance focus


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How to use your

RegOnline event website

creator for landing pages


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SESSION OBJECTIVES

1. Event Website Basics

2. Website creator for landing pages – HTML

3. Website creator for landing pages – content editor

4. Q&A


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REGONLINE EVENT WEBSITE BASICS


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Enabling the event website


In the event dashboard under ‘Setup Functions’.

Click on ‘Configure Event Website’.


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Enabling the event website


This will take you to the Event Website tab.

Click on the Checkbox to enable the Event Website.


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Event Website layout



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Side bar features



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Summary tab features



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Accommodation tab features



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Agenda tab features



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Directories tab features



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WEBSITE CREATOR FOR LANDING PAGES - HTML


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WEBSITE CREATOR FOR LANDING PAGES – CONTENT EDITOR


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THANK YOU FOR ATTENDING

Special thanks to

Anna Talerico, ion interactive

Documents

LANDING PAGES THAT CONVERT - Active NetworkNetwork+2.0/Global/... · 2012-11-15 · Event Marketing Certificate Webinar Series – Landing Pages that Convert 7 ‣Message match is