Increasing Conversions Through Better Usability
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"Increasing Conversions Through Better Usability" presentation" by ion interactive's Scott Brinker at SMX East 2009.
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Increasing Conversions Through Better Usability
- 1. SMX East 2009Landing Page Usability UsefulnessorThrow me a page, people!Scott Brinker (@chiefmartec)President & CTOwww.ioninteractive.com
- 2. Why?…do we (marketers) build landing pages?
- 3. Simple: to win more conversions.But HOW do we expect that to happen?
- 4. Option A:Technology & psychology to “optimize” them to convert.
- 6. “Thank you, that was exactly what I was looking for.”
- 7. To do that, we turn to some wisdom from a great book on landing page optimization…
- 8. * Apologies to Tim Ash.
- 9. The Man, the Boy, and the Donkey“Please all, and you will please none.”
- 10. The donkey was the bottleneck.
- 11. If you want to please everyone,you need a lot more donkeys.(These are digital donkeys.)
- 12. No, but it’s making us impatient.
- 13. landing pagead copykeywordintentSearchers expect the pieces to fit together.
- 14. “Message Match” — A Demonstration
- 17. “Thank you, that was exactly what I was looking for.”
- 18. “data recovery”
- 19. “data storage SOX compliance”
- 20. “data retention”
- 22. “backup window”
- 23. “data storage”
- 25. “Thank you, that was exactly what I was looking for.”
- 27. “Holy cats, man,how many landing pagesare you talking about here!?!”
- 28. Dozens of landing pages, yes.Hundreds, possibly.Thousands, well, probably not, but…
- 29. Creating more landing pages won’t harm the rainforest.
- 30. Case StudySuccessfully deployed over 700 landing pages during a 5 month period.30% increase in conversion rate
- 31. 20% decrease in cost per acquisition (CPA)
- 32. New pages deployed in hours6-7 landing pages/day sounds like a lot.But how many search ads do you create?landing pagekeyword, adIf they’re not connected for you, why would they be connected for your respondents?*
- 33. Is it humanly possible?
- 34. 7 Steps to a Landing Page Flying MachineAdopt some kind of CMS for landing pages.Create a set of a reusable design templates.Establish a library of branded and matched art (images, video, interactive widgets, etc.).Standardize data collection and analytics.Use parameterized Flash objects to generate beautiful pages on-demand.Implement simple and fast A/B testing (such as Google Website Optimizer).Optimize your team process and practice.
- 35. Once you can turn the crank, it’s fresh squeezed landing pages for everyone.
- 36. 3 ways to juice your search marketing with landing pagesmessage matchcampaigns & promotionstest-driven marketing
- 37. Campaigns work.
- 44. Test-Driven Marketing:Controlled experiments to discover what people really want.
- 50. It’s not about the number of tests…It’s about what you’re testing.
- 51. Find what they’re looking for and give it to them.That’s landing page usefulness.
- 52. “Thank you, that was exactly what I was looking for.”