PUBCON LAS VEGAS OCTOBER 23, 2013
May 12, 2015
PUBCON LAS VEGAS
OCTOBER 23, 2013
SEARCH-MOJO.COM @searchmojo
• Keyword and ad should match
• Ad message and landing page message
should match
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• Reduce the number of choices
• Make the call to action stand out
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• Use a complementary
color to the overall page
color scheme
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• Don’t expect visitors to scroll
• Keep key messages above the fold
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Source: Marketo
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• Reduced 9 form fields to only 3
Landing Page Conversion
Long Checkout 0.26%
Short Checkout 1.04%
Increase 300%
Source: Marketing Experiments
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• The shorter the form, the more likely the
visitor will fill it out.
• Gauge how much information you really
need.
– Ex: Phone number – do you call them?
• Gauge the value of the exchange
– Is this offer really worth all of this
information?
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• Try to repeat keyword in the headline of
the page
• Use imagery when possible
• Make copy short, easy to read
– Concise – bullet points are good
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• Customer
logos
• Awards/
certifications
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Salesforce.com Marketing Automation
Website
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• Propagating a user’s profile over time
• Marketers prioritize the fields to capture
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• Inside of the tool
– Use the Progressive Profiling form feature
• Outside of the tool
– Use the API
• Helpful for website pages, marketing
library logins
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42.3% of
Respondents
Fill Out
Additional
Information
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• Offers what search often lacks
– High level of demographic targeting
Facebook LinkedIn
Likes Industry
Gender Gender
Status Update Title and/or Function
Geographic Region Geographic Region
School Company Size
Age Seniority Level
User clicks on social ad
Mark person as dog lover
Ad targeted towards dog lovers
Landing page, focused on dog products
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• Marketing automation
• Third-party tool
• API
https://developer.linkedin.com/documents/sign-linkedin
https://developer.linkedin.com/documents/profile-fields
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10% used
social login
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• Free A|B
testing
tool now
embedded
in Google
Analytics
• Only
allows for
A|B
testing
SEARCH-MOJO.COM @searchmojo
• Always keep the promise!
• Follow the basic rules of good landing
pages
• Consider using progressive profiling
• Consider trying social media
• ABT: Always be testing
SEARCH-MOJO.COM @searchmojo
Janet Driscoll Miller
800-939-5938 x101
Google+: +Janet Driscoll Miller
(and +Search Mojo)
Twitter: @janetdmiller
Facebook:
www.facebook.com/SearchMojo