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The Golden Path: Building Great Landing Pages and Registration Paths

Adrian SaundersFounder - Chief Revenue OfficerCogent Online Pty Ltd

Who is Cogent Online

Cogent management each have over 10 years of expertise in execution of Internet based marketing programs.

We live, eat and breathe Online Marketing. At Cogent we have created member programs that have engaged over 5 million users. Our company thrives on effectively engaging and retaining customer interest and participation.

•Making your landing pages rock

•Using best-of-breed message technology work for you

•Metrics that tell the real truth

The Golden Path: Building Great Landing Pages and Registration Paths

Golden Rule: Take the view of the page visitor…

•Where am I?

•What can I do here?

•Why should I do it?

•What is going to happen after I leave here?

The Golden Path: Few Basic Rules •Display your logoUsers expect to see a credible logo on the top left of the page

•Have a HeadlineDescribe why the user should do business with you in a simple statement that describes the value they will be receiving

•Make a compelling offerMake it clear, concise simple and easy to digest. Confused people say no.

•Have well formatted, clear concise and compelling copy

•Use great images

The Golden Path: •Collect only the data you need or will make use of

•State visitors concerns back to them and over come their objections

•Use databases and validation scripts to clean the data on the way in – turn bad traffic into good

•Use your “Thank You” page as a revenue opportunity

•When in doubt, double opt in

• Use well targeted Trigger Messages

Stating what will happen after signup

Acknowledging the users time and subtly assuring them of frequency and relevance

Collect only the data you need

Collect more profiling later…

Thank you page monster unit 48% CTR

Break it down for me Adrian…

Grab Their Attention!

Build Interest!

Generate Desire!

Remove Privacy Concerns

Have a Clear and Concise Call to Action!

Use Best of Breed Marketing Solutions

Our Marketing Solution Partners…

•Email marketing: Create, send and track sophisticated email marketing campaigns.

•Email Deliverability tools: Make sure your email messages actually reach the inbox.

•Salesforce integration: Conduct more targeted campaigns based on where prospects are in the buying cycle.

•Google Analytics: View campaign metrics and reports on the dashboard anytime, from anywhere.

•Content creation: Easily create email messages and effective landing pages.

•Web analytics: See which campaigns drive the most traffic and deliver the most conversions.

•Search marketing: Stretch your PPC budget with smart keyword management.

•Mobile marketing: Reach your on-the-go subscribers with text messages.

• Performance dashboard: Spend less time cobbling together ROI reporting and analysis.

Use Triggers:Case Study – MyView

Market Research

Standard Batch Campaign – 13.1% CTR

Trigger Campaign upon signup 31.9% CTR

Use Analytics with Triggers:Case Study – Celtic Football Club

If you click anywhere on this page…

You will get this message

60-70% Open Rates30 – 40% CTR

Use Triggers:Case Study

What’s New Jocelyn

Use Conditional Content

What’s New Jane

What’s New Jacquelyn

Ways to Monetize your Registration Path and Email Database

•Co registration campaigns (show hide)•CPC•CPM•CPA•Thank You page ads•Mail Data•Phone Data

Co-Reg Question displays only to 35+ Metro residents

The Golden Rule: Testing Testing Testing

Use eCPM rather than eCPC for a more accurate assessment of yield…

(Revenue Earned) /(Number of Emails Sent/1000)= eCPM

“The internet is a great way to get on the net.” Bob Dole

Thank You!

Adrian SaundersCogent Online Pty Ltdadrian@cogentads.com

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