are you r.e.a.d.y to lift your conversions? marketo summit 2013

© 2013 Marketo, Inc. #mus13

Are You READY to Lift your conversions?!Mary D’Alatri, ion interactive Rick Siegfried, Marketo


Meet Your Speakers

Mary D’AlatriDirector of Account Services, ion interactive

Rick SiegfriedMarketing Programs Specialist, Marketo


Are Your Landing Pages READY for Conversions?


R.E.A.D.Y- ion’s 25-Point Framework• Creates a comprehensive approach to

developing landing experiences, incorporating a wide-range of best practices and strategically sound tactics

• Ensures that all conversion-influencing opportunities are utilized for high-impact results

• Serves as the framework to guide your test/experience planning and execution


Relevancy


Are Visitor’s Expectations Being Met?1. Fulfills Promises2. Targeted & Specific 3. Design Match 4. Visually Appealing 5. Speaks the Audience’s Language


1

2

3

Fulfills Promise

• Message matched• Delivers on promise• Keyword targeted


Targeted and Specific

• Excellent geo targeting

• Keyword targeted content

• Keyword targeted imagery


Design Match

• Similar look & feel from ad to microsite• Brand consistency• Continuous “scent”


Visually Appealing

• First impressions count

• Easy on the eye

• Simple, intuitive


Speaks the Audience’s Language• Audience identity• Language/

terminology is specific to job

• “This is for me”


Touched by a Human


Touched by a Robot


Human vs. Robot

Who Will Prevail?


15% Higher Click-Thru Rate

Leading to 20 more registrants


Engagement Relevancy isn’t enough. Compel

visitors towards the next step.


Are Communicating Your Value Proposition?

1. Compelling value proposition2. Real & tangible benefits3. Emotional appeal4. Persuasive content5. Intuitive design


Compelling Value Proposition

• Answers “why StreamSend?”

• Differentiates from competitors

• Benefit-driven headline


Real, Tangible Benefits

• Benefits geared toward small business & accounting newbies

• Clickable benefits give additional info

• Customer explain benefits


Emotional Appeal

• Feeds the right brain• Imagery & colors set

the “mood”• Language expresses

meaning & inspiration - “Family First”


• Form is front & center• Woman’s gaze is

an implicit directional cue

• Progressive form conversion

• With progressive indicators

• LOVE!

Intuitive Design


Persuasive Content

• Feature content, supported by beautiful imagery

• Conversational headlines and sub headlines

• Honest/genuine


I WANT YOU!


Asking About the Population?

Or Talking to

You?


Authoritative


Are you Assuring Visitors You’re Trustworthy

1. Trust assurances2.Credibility3.Context of use4.Social proof 5.Brand consistent


Trust Assurances

• Truste• Norton• “Our promise

to you”• Social proof

(over 3M customers)

• Since 1998• Telephone

number


Credibility

• Communicates brand personality

• Testimonial• Price disclosure • Product imagery

with comparison tool, video and webinar resources


Context of Use

• Implies ease of use• Describes who uses

the product• Customer imagery • Outlines

compatible devices • Outlines

compatible cards


Social Proof

• Expert social proof• Celebrity social proof• User social proof• Wisdom of the crowds • Wisdom of your friends


Brand Consistent

• Known brands influence buying decisions

• Consistent brand logos, colors, fonts, design & personality

• Brand & trust are always entwined


A Little Lick of Content

And Some

Sick Social Proof


The Content is What We’re Stressing

But There’s No Social Blessing


I Wish I May, I Wish I Might

Which Page Will

Win Tonight


10% More Conversions Will Suffice

When Someone Says It’s Very Nice


DirectionalMove Your Visitors Forward


Are you Moving Visitors to Their Goal?

1. Clear call to action2. Frictionless choices3. Minimal distractions 4. Motivation &

incentives 5. Progressive

conversion


Clear Call to Action

• Singular CTA• Except for those

“already using Quickbooks”

• “Try it free” consistent throughout content


Frictionless Choices

• Simple design• Only one thing to do• Easy entry• Implicit

directional cue


Minimal Distractions

• Distinct options• Self-selection of most

desirable product • Gently guides visitor into

shopping experience


Motivation & Incentives

• Time savings - takes 3 minutes or less!

• Clock icon reinforces message

• “…uniquely matched to your needs and budget.”


Progressive Conversion

• Three step segmentation process buckets visitors

• Progressive and more relevant

• A lot of clicks requires a lot of payoff


Yield OptimalThe best landing pages get results,

but require testing.


Are you Implementing Best Practices to Maximize Conversions?

1. Post-conversion strategy 2. Clear hypothesis 3. A/B or MVT test 4. Testing requirements5. Actionable next steps


Post Conversion Strategy • Leveraging thank you page for additional • engagement & brand building • Follow, like, pin, etc.• Additional resources• Upsell to cross-sell


Test Planning

• Clear hypothesis• A/B or MVT test• Testing

requirements• Actionable

next steps


One is the

Loneliest

Number


Two’s a Crowd


The Study of Singular

VersusMarketing Multiple



Leading to 50 More Registrants


So, what’s this webinar about?


Well, this looks cool


Heavy Content vs. Heavy Visual


GOTCHA! Identical

Conversion Rates of 29%!


Mary D’AlatriDirector of Account Services, ion interactive

Rick SiegfriedMarketing Programs Specialist, Marketo

are you r.e.a.d.y to lift your conversions? marketo summit 2013

Business