landing pages that convert - active networknetwork+2.0/global/... · 2012-11-15 · event marketing...
TRANSCRIPT
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Event Marketing Certificate Webinar Series – Landing Pages that Convert
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LANDING PAGES THAT CONVERT WITH ANNA TALERICO, EVP, ION INTERACTIVE
Event Marketing Certificate Webinar Series:
Email Marketing and Conversion
7 November, 2012
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Event Marketing Certificate Webinar Series – Landing Pages that Convert
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TODAY’S SPEAKERS
Guest Speakers
Anna Talerico
EVP
ION Interactive
Ana Jesus
Marketing Manager
Active Network
Moderator
Ricardo Darwin
Client Application Specialist
Active Network
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4:05PM: Introduction and 25 Best-kept Landing Page Secrets
⁃ Landing Page Targeting
⁃ Landing Page Testing Secrets
⁃ Common Mistakes
4:45PM: Q&A - Landing Page Secrets
4:55PM: RegOnline Webpages Creator Tool
5:15PM: Q&A – RegOnline Tool
AGENDA
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Who we are:
ion interactive
What we do:
Landing page software & services
Why it matters:
3x better conversion average
Who we do it for:
Companies large and small
ABOUT ION INTERACTIVE
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― A standalone web page distinct from your main website that has been
designed for a focused objective.
WHAT IS A LANDING PAGE?
Landing Page
Event Website
Advert
Social Media
Above-the-line
marketing
Brochures
Any other channels
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SEND THE RIGHT MESSAGE
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‣ Message match is a huge
conversion factor
‣ Lends to relevancy
‣ Keep email/channel text and
landing page copy closely tied
together
‣ Give them what they want!
LANDING PAGE TARGETING
Product Keyword
Brand Keyword
Need Keyword
Secret
1
Maintaining message match
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― One Landing Page For:
‣ Pay-per-click
‣ Social
‣ e-Commerce
‣ Mobile visitors
‣ Each language / country
LANDING PAGE TARGETING Secret
2
One landing page per source
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LANDING PAGE TARGETING Secret
3
Keep landing pages campaign-specific
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LANDING PAGE TARGETING Secret
4
Reach every visitor with mobile optimisation
Offering a mobile-friendly alternative to your desktop landing page boosts
conversion.
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LANDING PAGE TARGETING Secret
5
Use dynamic content substitution
― Types of Dynamic Content:
‣ Dynamic keyword insertion
‣ Content substitution & replacement
Events Annual Conference
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LANDING PAGE TARGETING Secret
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Landing pages should be offer-specific
Deliver a targeted message by separating landing pages by offer. Don’t send your December offer to a July landing page!
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LANDING PAGE TARGETING Secret
7
Localise landing pages for better results
UK Spain China
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― Segmentation allows
your visitors to grade
themselves, place
themselves in buckets,
and also see content
that is more relevant to
them
LANDING PAGE TARGETING Secret
8
Segment, then deliver more relevant content
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LANDING PAGE TARGETING Secret
9
Use segmentation to grade your responses
Grade A Grade B
Grade C
“CALL IMMEDIATELY” “DRIP PROGRAM”
“LEAVE ALONE”
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LANDING PAGE
TESTING SECRETS
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― Testing is great, but...
don’t start testing right away.
‣ Gather your web analytics
‣ Time spent on site
‣ Current top performers
‣ Paid search campaign results
‣ Top performing ad groups
‣ Brand standards
‣ Feedback from the sales team
LANDING PAGE TESTING Secret
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Before you dive in, gather your tools
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― Innovate by Testing:
‣ Different templates, layouts, or styles
‣ Interactive content
‣ Image or text-heavy pages
― Iterate and Test Combinations of:
‣ Button styles, text, or colors
‣ Messaging
‣ Form fields
‣ Call-to-Action
LANDING PAGE TESTING Secret
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Landing page testing happens in cycles
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LANDING PAGE TESTING Secret
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There’s more than one way to test pages
A/B split testing an easy way to start
optimizing your pages.
test different
versions of your landing
page experience to determine a
winner.
segmentation testing
gain valuable knowledge about
your visitors.
discover new
segments and deliver targeted messaging
MVT testing test different
page elements, copy,
calls-to-action, offers,
and interactive content.
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― Use Multivariate Testing to Compare:
LANDING PAGE TESTING Secret
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You can test virtually any page element
1
2
3
4
5
6
1
2
3
4
5
6
Headlines and sub-headlines
Imagery
Calls-to-action, form fields
Interactive content
Body copy
Social content
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― MVT allows you to test smaller elements of your page, but you can’t be afraid of testing
radically different pages.
LANDING PAGE TESTING Secret
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Test pages that are radically different
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LANDING PAGE TESTING Secret
15
Don’t be ashamed of poor performers
‣ One of the best things about
landing pages is that they’re
flexible and disposable.
‣ Celebrate victories, learn from
losses, and move on quickly!
‣ Remember: today’s top
performer could become
tomorrow’s passé page.
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LANDING PAGE TESTING Secret
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Like messaging, test are source-specific
‣ The results of one test for
one traffic source may be
different than the same test
in a different traffic source.
‣ Avoid declaring winners in
campaigns based on the
results of tests in other
campaigns.
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LANDING PAGE TESTING Secret
17
Like messaging, test are source-specific
― Which metrics are most
important for your
organisation to track?
‣ Conversion rates
‣ Time spent on page
‣ Segmentation
‣ Click behaviour
‣ Purchase rates
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― In online testing, your significance level––how unlikely it is that your testing
results are due to chance––is up to you.
LANDING PAGE TESTING Secret
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Determine how confident you want to be
Picking a Significance Level
Low-Medium (70-95%) High (>95%)
The risks associated with picking the
wrong winner are somewhat low.
The risks associated with declaring the
wrong winner are high.
The risks of not declaring a winner when
one is present are somewhat high. You can afford to wait to declare a winner.
OR AND
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LANDING PAGE TESTING Secret
19
Keep on testing your landing pages
― Testing is one of the easiest
ways to improve campaign
performance without increasing
spend.
― If you’ve reached a plateau, try:
‣ Changing your segments
‣ Switching the form-factor or
layout of your landing page(s)
‣ Experimenting with interactive
content on your pages
opportunity
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AVOID
THESE
COMMON
MISTAKES
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3-Point Landing Page Testing Cycle
COMMON MISTAKES Secret
20
Declaring a test winner too soon
Monitor your landing pages for immediate campaign performance
insights.
Wait until your tests achieve statistical significance. A test result is
typically statistically significant if the results are unlikely to have
occurred by chance
Allocate your traffic to winning pages and reap the benefits of higher conversion rates.
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Isolating your tests removes the possibility that confounding variables can skew
your results and give you bad data.
COMMON MISTAKES Secret
21
Isolate your results for a specific timeframe
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― When you’re testing your landing pages, be aware of how much traffic you’re
sending to each page.
‣ More traffic = faster speed to significance.
‣ Traffic volume moderates the types of test you choose.
‣ Avoid testing alternative pages that are very similar to each-other.
‣ Testing many different layouts or elements requires more volume.
COMMON MISTAKES Secret
22
Avoid the never-ending test
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COMMON MISTAKES Secret
23
Testing Inconsistencies
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COMMON MISTAKES Secret
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Thinking that landing pages can’t add to SEO
― Landing pages can contribute in
significant ways to your search engine
optimisation efforts.
‣ “Humans this way, bots that way”
‣ Build SEO-specific creatives
‣ Include these landing pages on your
sitemaps
‣ Set redirects in case you close a URL or
defer traffic to a new one.
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COMMON MISTAKES Secret
25
Being wed to pages for too long
― Landing pages should be flexible and
disposable
‣ With constant testing comes a need for
flexibility
‣ Over-investment of time and money means:
o Unwillingness to kill poor performers
o Lack of performance focus
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How to use your
RegOnline event website
creator for landing pages
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SESSION OBJECTIVES
1. Event Website Basics
2. Website creator for landing pages – HTML
3. Website creator for landing pages – content editor
4. Q&A
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REGONLINE EVENT WEBSITE BASICS
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Enabling the event website
REGONLINE EVENT WEBSITE BASICS
In the event dashboard under ‘Setup Functions’.
Click on ‘Configure Event Website’.
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Enabling the event website
REGONLINE EVENT WEBSITE BASICS
This will take you to the Event Website tab.
Click on the Checkbox to enable the Event Website.
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Event Website layout
REGONLINE EVENT WEBSITE BASICS
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Side bar features
REGONLINE EVENT WEBSITE BASICS
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Summary tab features
REGONLINE EVENT WEBSITE BASICS
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Accommodation tab features
REGONLINE EVENT WEBSITE BASICS
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Agenda tab features
REGONLINE EVENT WEBSITE BASICS
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Directories tab features
REGONLINE EVENT WEBSITE BASICS
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WEBSITE CREATOR FOR LANDING PAGES - HTML
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WEBSITE CREATOR FOR LANDING PAGES – CONTENT EDITOR
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THANK YOU FOR ATTENDING
Special thanks to
Anna Talerico, ion interactive