Conference Buddies

Speakers/Panelists:

Scott Brinker, President and CTO, ion interactive
Jonathan Mendez, Founder and CEO, RAMP Digital
James Zolman, CEO, semvironment

Conference Notes/Descriptions:

Going beyond the basic concept of landing page with advanced techniques such as keyword-specific pages, audience segmentation and targeting, dynamically-generated landing pages and more.

API: understand the technology that people are using

All APIs that are available – www.programmableweb.com

Some APIs include:

• Social AMP landing page: Facebook API to pull content to FB; backdoor to social media advertising
• APIs within Ads: serving the landing page to people
  • content in Ad is dynamically updated where the user can complete the transaction within the ad

Build experience to bring revelance to people

• The more control you give people, the better it is
• Providing advanced search can generate persuasive information generated based on the search performed. ie. reviews, maps (give sense of location), helpful / useful information, etc.

Strategy = Bigger Picture

Marriage of Creative + Technology = Success

5 Kinds of Landing Page Capabilities

1) Cycle Speed: Concept to Completion

- No ad hoc landing page creation; Plan & Follow a Process:

1. CMS
2. Design Templates
3. Digital Asset
4. Proof/Approval Workflow
5. Forms (data collection)
6. Parameterized Flash Objects

2) Targeting = Audience Segmentation

1. How segmented
2. How revelant

Coordination Between Pre-Click & Post-Click (Search Marketing Continuity Space)

Testing

1. Test Process:
   • Hypothesis-driven testing
   • Segmentation Testing: testing audiences vs. content
2. Test Experience:
   • 1 pager vs. multiple pager experiences
   • 2 Step landing pages:
     Page 1: User choices to allow further revelance experience on page 2
     Page 2: More revelant information based on user’s choice from page 1

5) Creative

1. “Beauty is a signaling strategy” -Seth Godin
2. Tap visual design talent
3. Play with flash elements
4. Bold testing / out of the box

Additional Tips & Information: www.postclickmarketing.com

Dynamic Landing Pages:

- Works especially well for E-Commerce

1. 2nd Page dynamics based on 1st page simple entry. Multiple page landing page is often better in conversion.
2. Geo-Targeting: IP Address
3. Keyword: dynamic word insertion

Not for Dynamic Landing Pages:

1. Broad Match Technology: too broad which might include negative image
2. Content Network: default keyword is used resulting in generic landing page
3. Semantics: same word but different meaning

Increase Chances for Success:

1. Negative Keywords
   - Tools: Word Tracker, Analytics, Search Engines, Keyword Research Tools
2. Target & Plan: Campaign Structure & Processes
3. Test Small % of Traffic: Day part campaign; use long tail keywords/phrases to lower volume
4. Location: where to place dynamic keywords (H1, H2, etc. tags as well as footer)
5. Copy writing: make it engaging with questions

Multivariate Tools:

• Omniture Testing Targeting
• Google Website Optimizer
• LiveBall

Speakers/Panelists:

Jeremy Crane, Managing Director, Online Media and Search, TNS Compete
Dan Darnell, Director of Marketing, Optimost, Interwoven, Inc
Sandra Niehaus, Vice President User Experience and Creative Director, Closed Loop Marketing

Conference Notes/Description:

Landing pages with multivariate testing tools – tools that let you change various elements of the page dynamically to see which tests better with people.

Stimulus > Exposure > Response

Advertising > Landing Page > Conversion Funnel

Insight + Testing = $

Rules:

1) Dedicated Landing Page
2) Don’t get between your customer: focus on the target destination
3) Optimizing post-click experience
4) Learn from your competitors
5) Every other rule is only true for 5-6 months

Copy:

- Less is More: Remove distractions
- Clear organization of copy
- Clear messaging of offer
- Credibility support (logos)
- Each landing page should have a unique phone number for tracking

Call To Action (CTA):

- Test CTA text, learning what does not work is the goal
- Make text align with expectations to get the offer to the right audience and help people focus on what you want to drive conversions to
- Clear CTA

Overall:

- Pick your battles, focus on what is most important
- Interactions between elements make a difference (test combinations)
- Be careful of raising issues unnecessarily. ie. Privacy Policy for well known brands. In contrast, for less known brands Privacy Policy will help in assurance.

Testing:

- Fine tuning landing pages increases ROI significantly

Step 1: Fix all usability issues on website

Step 2: Getting the offer to the right audience

Step 3: A/B testing is great for clients that are inexperience with testing. Or has a really bad design and needs convincing that a redesign is needed and worth the investment.

Step 4: Multivariate testing for winner of A/B Testing

Investment in Landing Page Design:

- Investing in design skill is worthwhile to achieve the high level of professionalism, harmonized design elements, and good flow of usability experience.