marketo summit 2012
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Page 1 © 2012 Marketo, Inc. #mus12© 2012 Marketo, Inc. Marketo Proprietary and Confidential
Top 3 Advanced User Tips for Greater Conversion
Janet Driscoll MillerSearch Mojo
May 24, 2012
Page 2 © 2012 Marketo, Inc. #mus12
1. Test Landing Pages
• Landing Pages inside of Marketo• A|B testing available
• Landing Pages outside of Marketo• Use Google Website Optimizer (free)
– Also offers multivariate testing• For Ecommerce, use Google Analytics with
shopping cart information
Page 3 © 2012 Marketo, Inc. #mus12
Google Website Optimizer
Page 4 © 2012 Marketo, Inc. #mus12
Google Analytics with Pricing Info
Page 5 © 2012 Marketo, Inc. #mus12
2. Use Progressive Profiling
• Inside of Marketo• Use the Progressive Profiling form feature
• Outside of Marketo• Use the API
– Helpful for website pages, marketing library logins
• Inside or Outside of Marketo• Use landing pages in sequences – conversion paths
Page 6 © 2012 Marketo, Inc. #mus12
Easy Progressive Profiling with Conversion Paths
Page 7 © 2012 Marketo, Inc. #mus12
Easy Progressive Profiling with Conversion Paths
Page 8 © 2012 Marketo, Inc. #mus12
Easy Progressive Profiling with Conversion Paths
Page 9 © 2012 Marketo, Inc. #mus12
Easy Progressive Profiling with Conversion Paths
Page 10 © 2012 Marketo, Inc. #mus12
Easy Progressive Profiling with Conversion Paths
Page 11 © 2012 Marketo, Inc. #mus12
3. Harness Social Demographics
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Retargeting Tagging
User clicks on social ad
Google AdWords
retargeting cookie
added to user
Ad targeted towards
a demographic
User lands on
landing page
User Does Not Respond to Offer
(Doesn’t fill out form)
User Responds to Offer (Fills out form)
Google Retargeting ads show to
user
Page 13 © 2012 Marketo, Inc. #mus12
Google Retargeting ads focused on dogs
show to user
User Responds to Offer (Fills out form)
User Does Not Respond to Offer
(Doesn’t fill out form)
Retargeting Tagging
User clicks on social ad
Mark person as dog lover
Ad targeted towards dog lovers
Landing page, focused on dog products
Page 14 © 2012 Marketo, Inc. #mus12
User Does Not Respond
to Offer (Doesn’t fill out form)
Nurture PersonasGoogle
Retargeting ads focused
on dogs show to user
Nurture with dog-related emails,
landing pages and messages
User Responds to Offer (Fills out form)
Person marked as dog lover
Page 15 © 2012 Marketo, Inc. #mus12
Contact
Janet Driscoll [email protected] x101
Google+: +Janet Driscoll Miller(and +Search Mojo)Twitter: @janetdmiller(and @SearchMojo)Facebook: www.facebook.com/SearchMojo