LANDING PAGES THAT CONVERT WITH ANNA TALERICO, EVP, ION INTERACTIVE

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1 LANDING PAGES THAT CONVERT WITH ANNA TALERICO, EVP, ION INTERACTIVE Event Marketing Certificate Webinar Series: Marketing and Conversion 7 November,

2 TODAY S SPEAKERS Moderator Guest Speakers Ana Jesus Marketing Manager Active Network Anna Talerico EVP ION Interactive Ricardo Darwin Client Application Specialist Active Network 2

3 AGENDA 4:05PM: Introduction and 25 Best-kept Landing Page Secrets Landing Page Targeting Landing Page Testing Secrets Common Mistakes 4:45PM: Q&A - Landing Page Secrets 4:55PM: RegOnline Webpages Creator Tool 5:15PM: Q&A RegOnline Tool 3

4 ABOUT ION INTERACTIVE Who we are: ion interactive What we do: Landing page software & services Why it matters: 3x better conversion average Who we do it for: Companies large and small 4

5 WHAT IS A LANDING PAGE? A standalone web page distinct from your main website that has been designed for a focused objective. Event Website Any other channels Brochures Landing Page Advert Abovethe-line marketing Social Media 5

6 SEND THE RIGHT MESSAGE 6

7 1 LANDING PAGE TARGETING Maintaining message match Message match is a huge conversion factor Lends to relevancy Keep /channel text and landing page copy closely tied together Product Keyword Brand Keyword Need Keyword Give them what they want! 7

8 2 LANDING PAGE TARGETING One landing page per source One Landing Page For: Pay-per-click Social e-commerce Mobile visitors Each language / country 8

9 3 LANDING PAGE TARGETING Keep landing pages campaign-specific 9

10 4 LANDING PAGE TARGETING Reach every visitor with mobile optimisation Offering a mobile-friendly alternative to your desktop landing page boosts conversion. 10

11 5 LANDING PAGE TARGETING Use dynamic content substitution Types of Dynamic Content: Dynamic keyword insertion Content substitution & replacement Events Annual Conference 11

12 6 LANDING PAGE TARGETING Landing pages should be offer-specific Deliver a targeted message by separating landing pages by offer. Don t send your December offer to a July landing page! 12

13 7 LANDING PAGE TARGETING Localise landing pages for better results UK Spain China 13

14 8 LANDING PAGE TARGETING Segment, then deliver more relevant content Segmentation allows your visitors to grade themselves, place themselves in buckets, and also see content that is more relevant to them 14

15 9 LANDING PAGE TARGETING Use segmentation to grade your responses Grade A CALL IMMEDIATELY Grade B DRIP PROGRAM Grade C LEAVE ALONE 15

16 LANDING PAGE TESTING SECRETS 16

17 10 LANDING PAGE TESTING Before you dive in, gather your tools Testing is great, but... don t start testing right away. Gather your web analytics Time spent on site Current top performers Paid search campaign results Top performing ad groups Brand standards Feedback from the sales team 17

18 11 LANDING PAGE TESTING Landing page testing happens in cycles Innovate by Testing: Different templates, layouts, or styles Interactive content Image or text-heavy pages Iterate and Test Combinations of: Button styles, text, or colors Messaging Form fields Call-to-Action 18

19 12 LANDING PAGE TESTING There s more than one way to test pages A/B split testing an easy way to start optimizing your pages. test different versions of your landing page experience to determine a winner. segmentation testing gain valuable knowledge about your visitors. discover new segments and deliver targeted messaging MVT testing test different page elements, copy, calls-to-action, offers, and interactive content. 19

20 13 LANDING PAGE TESTING You can test virtually any page element 1 Use Multivariate Testing to Compare: 3 1 Headlines and sub-headlines 2 2 Imagery 3 Calls-to-action, form fields Interactive content 6 5 Body copy 6 Social content 20

21 14 LANDING PAGE TESTING Test pages that are radically different MVT allows you to test smaller elements of your page, but you can t be afraid of testing radically different pages. 21

22 15 LANDING PAGE TESTING Don t be ashamed of poor performers One of the best things about landing pages is that they re flexible and disposable. Celebrate victories, learn from losses, and move on quickly! Remember: today s top performer could become tomorrow s passé page. 22

23 16 LANDING PAGE TESTING Like messaging, test are source-specific The results of one test for one traffic source may be different than the same test in a different traffic source. Avoid declaring winners in campaigns based on the results of tests in other campaigns. 23

24 17 LANDING PAGE TESTING Like messaging, test are source-specific Which metrics are most important for your organisation to track? Conversion rates Time spent on page Segmentation Click behaviour Purchase rates 24

25 18 LANDING PAGE TESTING Determine how confident you want to be In online testing, your significance level how unlikely it is that your testing results are due to chance is up to you. Picking a Significance Level Low-Medium (70-95%) High (>95%) AND The risks associated with picking the wrong winner are somewhat low. The risks associated with declaring the wrong winner are high. OR The risks of not declaring a winner when one is present are somewhat high. You can afford to wait to declare a winner. 25

26 19 LANDING PAGE TESTING Keep on testing your landing pages Testing is one of the easiest ways to improve campaign performance without increasing spend. If you ve reached a plateau, try: opportunity Changing your segments Switching the form-factor or layout of your landing page(s) Experimenting with interactive content on your pages 26

27 AVOID THESE COMMON MISTAKES 27

28 20 COMMON MISTAKES Declaring a test winner too soon 3-Point Landing Page Testing Cycle Monitor your landing pages for immediate campaign performance insights. Wait until your tests achieve statistical significance. A test result is typically statistically significant if the results are unlikely to have occurred by chance Allocate your traffic to winning pages and reap the benefits of higher conversion rates. 28

29 21 COMMON MISTAKES Isolate your results for a specific timeframe Isolating your tests removes the possibility that confounding variables can skew your results and give you bad data. 29

30 22 COMMON MISTAKES Avoid the never-ending test When you re testing your landing pages, be aware of how much traffic you re sending to each page. More traffic = faster speed to significance. Traffic volume moderates the types of test you choose. Avoid testing alternative pages that are very similar to each-other. Testing many different layouts or elements requires more volume. 30

31 23 COMMON MISTAKES Testing Inconsistencies You can t easily test two CTA colours by using a different offer for each landing page % Off Your Registration Hurry, this offer expires soon! Free Annual Membership When you register for the weekend pass 31

32 24 COMMON MISTAKES Thinking that landing pages can t add to SEO Landing pages can contribute in significant ways to your search engine optimisation efforts. Humans this way, bots that way Build SEO-specific creatives Include these landing pages on your sitemaps Set redirects in case you close a URL or defer traffic to a new one. 32

33 25 COMMON MISTAKES Being wed to pages for too long Landing pages should be flexible and disposable With constant testing comes a need for flexibility Over-investment of time and money means: o o Unwillingness to kill poor performers Lack of performance focus 33

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35 How to use your RegOnline event website creator for landing pages 35

36 SESSION OBJECTIVES 1. Event Website Basics 2. Website creator for landing pages HTML 3. Website creator for landing pages content editor 4. Q&A 36

37 REGONLINE EVENT WEBSITE BASICS 37

38 REGONLINE EVENT WEBSITE BASICS Enabling the event website In the event dashboard under Setup Functions. Click on Configure Event Website. 38

39 REGONLINE EVENT WEBSITE BASICS Enabling the event website This will take you to the Event Website tab. Click on the Checkbox to enable the Event Website. 39

40 REGONLINE EVENT WEBSITE BASICS Event Website layout 40

41 REGONLINE EVENT WEBSITE BASICS Side bar features 41

42 REGONLINE EVENT WEBSITE BASICS Summary tab features 42

43 REGONLINE EVENT WEBSITE BASICS Accommodation tab features 43

44 REGONLINE EVENT WEBSITE BASICS Agenda tab features 44

45 REGONLINE EVENT WEBSITE BASICS Directories tab features 45

46 WEBSITE CREATOR FOR LANDING PAGES - HTML 46

47 WEBSITE CREATOR FOR LANDING PAGES CONTENT EDITOR 47

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49 THANK YOU FOR ATTENDING Special thanks to Anna Talerico, ion interactive 49