landing page optimization: matching content to intent, as presented by bill barnes at the 2010...
DESCRIPTION
It’s been said that bad landing pages are where good leads go to die. In this session, you’ll learn how to avoid this pitfall. Bill will review real world examples of great landing pages and some examples of “what not to do.” You’ll walk away with an understanding of how to create effective landing pages and proven methods to coax the conversion.TRANSCRIPT
MarketoUser Summit
2010
Landing Page Optimization:
Matching Content to Intent
Bill Barnes EVP & Co-founderEnquiro Search Solutions Inc.
Matching Content to Intent
What is the intent of your customer?
What is the objective of the landing Page?Is there a Clear Path to get there?Do you have control or does IT?
Are you testing?
Are you testing?
Are you testing?
Matching Content to Intent
Matching Content to Intent
Matching Content to Intent
Matching Content to Intent
Matching Content to Intent
Matching Content to Intent
Matching Content to Intent
Matching Content to Intent
Matching Content to Intent
Matching Content to Intent
Matching Content to Intent
Small things can make a big difference
Small things can make a big difference
How much of a difference?
44% clicked “Shop Now”; 56% clicked “Apparel”
12% clicked “Shop glassware”;88% clicked “Apparel”
The Difference Intent Makes
General Research Focused Task
The Fastest Path
The Fastest Path
The Fastest Path
The Fastest Path
Oops
“Digital Cameras”
Oops
