Advanced Landing Pages for Higher Online Conversions

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

Email

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?

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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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