sempdx_searchfest_landing_pages_2012
DESCRIPTION
Learn the latest trends in landing pages for 2012.TRANSCRIPT
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
What’s Hot & Spicy in LPOPresented by ion interactive
@ioninteractive
LANDING PAGES 3.0
Landing pages: What’s hot right now...
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
1. Relevant 2. Interactive 3. Dynamic 4. Progressive5. Mobile Ready6. Social7. Social Sign-on8. Disposable9. Data-mined 10. Integrated
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
WHY?
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Conversion rates are the same today as they were in the 1990’s—about 2.5%
Customized design, maximum flexibility
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Design School‣ Lead generation‣ Program micro-sites‣ Over 100% increase in
conversions‣ Higher lead quality than
website leads
Higher conversions, lower cost per acquisition
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
American Greetings‣ E-commerce optimization‣ Multi-brand, multi-channel‣ 30% increase in conversion‣ 20% reduction in CPA‣ Thousands of landing pages &
tests
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
WHAT WE FIND: 5.8%More than double industry average.
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
1. RELEVANT
Optimized landing pages for Keyword groups
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Product Keyword
Brand Keyword
Need Keyword
Single Relevant Landing Page
Optimized landing pages for Keyword groups
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Product Keyword
Brand Keyword
Need Keyword
Single Relevant Landing Page
Keyword Targeted Landing Pages
Product Keyword
Brand Keyword
Need Keyword
Localized versions
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Localized versions
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Localized versions
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Ask them....
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Ask them....
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Keyword-targeted landing experiences
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Long-tail “MP3” keywords including content substitution for search query.
Be relevant
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
✓ Keyword group✓ Browser language detection✓ Geo-location✓ Hyper-local versions of pages (images, content, locations)✓Makes it relevant to them—increases specificity
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
2. INTERACTIVE
Images that “swipe”
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Images that “swipe”
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Interactive roll-overs
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Interactive elements, like roll-overs, tabs & accordions are coded once and then re-used multiple places
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Lightbox content
Lightbox content
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Lightbox content
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Lightbox content
Accordion content
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Tabbed content
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Interactive content
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
✓ Tabs, accordions, rotators, swipes, pop ups, lightboxes✓ “On page” content exploration✓ Uses page real estate efficiently✓ Conversion focused✓ High production resources✓ Dynamic templates make it fast & easy to produce
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
3. DYNAMIC
Ask a question
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Follow it through
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Dynamic keyword insertion
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Dynamic keyword insertion
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Geo location targeting
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Dynamic
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
✓ Swap content on pages based on keywords, behaviors, etc✓ Swap images on pages based on Geo, Campaign ID✓ Increases relevancy & specificity✓ Increases odds of conversion
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
4. PROGRESSIVE
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
MULTI-TOUCH
1st contact
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
2nd contact
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
3rd contact
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Update contact info
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Progressive profiling
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
✓ Reduces reliance on longer 1st forms✓ Removes conversion barriers✓ Relies on lead nurturing/drip marketing to bring them back
for progressive steps
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
MULTI-STEP
Step 1
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Step 2
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Each step branches for relevant content
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Step 1
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Step 2, 3, thank you!
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Step 1
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Step 2
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Thank you!
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Multi-step forms
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
✓ Visitors love them!✓ Reduces perceived barrier to conversion✓ Allows each progressive step to be more relevant
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
5. MOBILE READY
Is it time to go mobile on your landing pages?
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
✓ Almost 7% of US web traffic comes from mobile and other non-computer devices
✓ US adults spend more time with mobile than with print magazines and newspapers combined
✓ 60% plan to use their smartphone and tablet for shopping this holiday season
✓ Mobile sales will quadruple by 2015✓ 67% of consumers will use their smartphones to find store locations, 59%
to compare prices, 51% to obtain product information, 46% to check product availability, 45% to read reviews, 45% to shop online, 41% to find and use coupons, 40% to scan bar codes, and 35% to access social media (Source: Deloitte’s 2011 Annual Holiday Survey)
✓ 75% of heavy mobile users said mobile search makes their lives easier, 63% said access to mobile search has changed the way they gather information, and 32% said they use mobile search more than search engines on their computers (Source: Performics 2011 Mobile Search Insights Study, conducted by ROI Research)
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
MOBILE TEMPLATES
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Mobile-version (using mobile templates)
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Mobile-version (using mobile templates)
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
AUTOMATIC MOBILE
Automatically optimized for mobile browser
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Create mobile versions for high-traffic campaigns
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Automatic mobile optimization
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Mobile-optimized pages
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
✓Monitor your mobile traffic to determine volume and areas of opportunity
✓ Hand-crafted pages for mobile campaigns✓ Decide which content to place on page and how to
position✓ Automatic optimization to “catch” mobile traffic✓ Reduces effort to produce mobile
✓ Landing page best practices still apply!!!!!✓Make it easy to convert
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
5. SOCIAL
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Social beacons can provide assurances
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Social beacons can provide assurances
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Fans & videos provide ‘social proof’
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Fans & videos provide ‘social proof’
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Social engagement may be a form of conversion
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Social is the conversion...
Social conversions
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Social conversions
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
6. SOCIAL SIGN-IN
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Easy conversion with social
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Increase data accuracy
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Increase user engagement
Social Sign-in
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
✓ Users register using an existing identity, reduces barriers and makes it easy to convert
✓ 25% of online publishers and eCommerce companies have implemented social sign-in
✓ 92% of users surveyed are aware of social sign-on✓ 42% agreed that companies offering social sign-on are
more up to date✓ Increases odds of conversion, build engagement and
evangelism
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
7. DISPOSABLE
Make them quickly, efficiently
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Disposable
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
✓ Don’t over-invest in creative that may not be effective✓ Use templates✓ Re-useable images✓ Re-useable content
✓ Reduce reliance on tech & design resources✓ Allows you to scale efficiently—multiple versions, more
dynamic, etc✓ Enables agility—quick speed to market with your ideas
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
8. DATA-MINED
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
What to look for
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
✓ Bounce rate✓ Conversion rate✓ Conversion quality
✓ Lead engagement (pre and post conversion)✓ Lead quality✓ Order value
✓ Visitor behavior on the page✓ Which actions lead to conversion? Which don’t?
✓ Results by traffic sources
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
9. INTEGRATED
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Single landing page
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Single Landing Page
display
social
PPC
mobile
affiliate
Single and Targeted Landing Experiences
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
display
social
PPC
mobile
affiliate
display
social
PPC
mobile
affiliate
Single Landing Page Targeted Landing Pages
Integrate your marketing tools
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Integrate
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
✓ Beyond the marketing department✓ From PPC to Social✓ All of your marketing tools
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
TEST!!If not now, when?
Email [email protected] for a Guide to Online Testing
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Thank you for joining us today!Presented by ion interactive
WILL YOUR LANDING PAGES BEHOT & SPICY IN 2012?
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
SUSAN DELZAccount Development [email protected]_poodle