post-click marketing: taking landing page optimization out of the weeds

Post-Click Marketing

TakingLanding Page Optimization

Out of the Weeds

by Scott Brinker (@chiefmartec), President & CTO, www.ioninteractive.com

PubCon Las Vegas 2009

Why?

Landing Page Optimizationis focused (surprise!) on

the page.

Post-Click Marketingis concerned with the book.

And the library.

Traditional Landing Page Optimization

7 Levels of Post-Click Marketing

Traditional Landing Page Optimization

7 Levels of Post-Click Marketing

What’s in a headline?

Traditional Landing Page Optimization

7 Levels of Post-Click Marketing

Paint a compelling vision.

The page mission:

Traditional Landing Page Optimization

7 Levels of Post-Click Marketing

When is a path better than a page?

1. Segment respondents.

2. Guide users in a process.

3. Provide entertainment or education.

8.12% conversion 11.4% conversion9.23% conversion

Traditional Landing Page Optimization

7 Levels of Post-Click Marketing

“All clicks are not created equal.”

Revealing key audience segments is a treat worth begging for.

Traditional Landing Page Optimization

7 Levels of Post-Click Marketing

Campaigns are alive and well—if you can

execute them.

Sales promotions are alive and well—if you can execute them.

Traditional Landing Page Optimization

7 Levels of Post-Click Marketing

Think you’re juggling a lot of online marketing initiatives today?

Get ready for the accelerator pedal to be slammed to the floor.

70%

Speed.How efficiently can you launch new pages from

concept to completion?

A days-to-launch metric.

Coordination.How synergistic are efforts up and down the funnel and across your organization?

A landing-page-ratio metric.

Search Marketing Maturity Model

Search Marketing Maturity Model

Traditional Landing Page Optimization

7 Levels of Post-Click Marketing

Leadership Agenda:

• Marketing agility

• Measurable performance

• Long Tail differentiation

• Test-driven marketing

Test-Driven Marketing:

Makingagile marketing

a strategic growth engine.

Think of post-click marketing as the safety rope for pursuing bold marketing ideas.

From “risk averse”to “risk neutral”—a huge advantage.

The goal of post-click marketing:breakthrough achievements.

1. All clicks are not created equal.

2. The road from click to conversion must be paved with continuity.

3. Landing pages are both part of your ads and part of your site.

4. Landing pages can have more than one page.

5. Experimentation is the pathway to discovery.

6. Landing page creative is limited only by your imagination.

7. Testing without a strategy is like fishing without water.

8. There are a thousand ways to segment your audience.

9. Incentivized self-identification reveals true segmentation.

10. Landing page management is greater than any single landing page.

The Taoof

Post-Click Marketing