post-click marketing at search engine strategies san jose

Post -Click

MarketingScott BrinkerPresident & CTOion interactive, inc. http://postclickmarketing.com

2 Takeaways

1. More specific landing pages.1. More specific landing pages.

How is landing page optimization like a Ferris wheel?

How is landing page optimization like a Ferris wheel?

Your landing page

Respondents

http://company.com/campaign/landing

http://company.com/campaign/landing

Respondents

Versions ofyour landing page

Versions of yourlanding page

http://company.com/campaign/landing

Respondents

Versions of yourlanding page

http://company.com/campaign/landing

Respondents

Green peoplelove greenexperiences

Blue peoplethink blue ismost important

Orange peoplemake decisions on orange data

What is the

averageof these people?

If you test for the average, you will get

average results.

http://company.com/campaign/landing-blue

http://company.com/campaign/landing-orange

http://company.com/campaign/landing-green

3 different landing page destinations

Segmented respondents

2. Self-segmentation after the click.2. Self-segmentation after the click.

Hamburger? Tuna?

65.4% segmentation rate

16.2% conversion rate

(hypothetical: not actual data)

Which ads attract which segments?

Segment Conversion Rate

SMB 14.7%

Enterprise 23.5%

Which segments convert best?

(hypothetical: not actual data)

5 Reasons2 clicksare betterthan 1.

1. Easy engagement.

Clicking an ad = 5 seconds.

First choice on a landing page = also 5 seconds.

Contextual navigation.

2. Self-identification.

We respond to self-identification cues.

More accurate thana form field.

Expectations.

3. More focused content.

Contextually relevant content sells better.

Subtle shifts in language can have big impact.

Eliminate clutter.

4. Signaling.

Investment reflects commitment.

“If you target me, you must think I’d be a good fit…”

5. Market research.

Which ads attract which segments?

Which segments convert best?

How do prospects think of themselves?

1. More specific landing pages.

1. More specific landing pages.

2. Self-segmentation after the click.

2. Self-segmentation after the click.

http://postclickmarketing.com