12 Tips for Landing Page Optimization from ion interactive

In this video, Anna Talerico, Co-founder, ion interactive, inc. (not the woman pictured below), presents 12 tips for landing page optimization during a recent 14 December 2011 webinar. Anna has over 15 years of online marketing experience working with top brands and agencies to optimize their web marketing programs.

Landing Page Optimization is a Huge Marketing ROI Lever

The webinar, recording runs just over 53 minutes and is well worth the investment to view in its entirety. Lunch and learn maybe?

The webinar sponsor, ion interactive, offers LiveBall, a landing page optimization and management platform along with landing page optimization services, enabling marketing organizations to design, implement, test and optimize landing pages without the need for direct IT support.

The concepts presented by Anna are broadly applicable and go beyond the ion interactive LiveBall platform. Based on the brands represented in the ion interactive Portfolio, clearly the company and presenter have credibility. eBiz ROI currently has no affiliation with ion interactive or their LiveBall platform, but wanted to share this video to introduce Internet marketers to a view of what is possible in scalable, agile landing page technology, especially as it relates to mobile, which continues to experience explosive growth.

Webinar twitter hash tag:#ion2012 by @ioninteractive

The 12 Tips presented during this Landing Page Optimization webinar include:

1. User Interactivity – including user interactivity on a landing page such as sliders, dynamic images and user controls can users provide access to lots of content on a single page and have been shown to enhance landing page conversion rates.
2. Mobile Ready – providing landing pages that are specifically targeted and ready for mobile devices such as smart phones and tablets which are becoming increasingly popular for users on the go. This will become even more important as smart phone adoption accelerates in global markets.
3. Social – integrating social media into landing pages in a way that does not distract from or negatively impact conversion rates, for example allowing a post-conversion tweet initiated by a user who just converted.
4. Progressive – meaning progressive multistep conversions that can lower the perceived barrier of a conversion to an end-user. Progressive conversion techniques can be particularly effective for complex conversions that may require the user to fill out multiple form fields.
5. Local – providing localize versions of landing pages that can be triggered by factors such as the users browser language preferences, Geo targeting based on user IP address, and asking the user for the information to customize and localize content based on user input.
6. Dynamic – providing dynamic content on landing pages such as rotating images and other dynamic design elements can help increase conversion rates. Dynamic landing pages can often be driven by using some of the progressive techniques and having data entered by the user in a multistep conversion be propagated to subsequent steps in the conversion process (i.e. number of employees in a payroll lead form entered in the first step driving content in the second step).
7. Relevant – the relevancy of landing page content relative to source of visit (e.g. display, PPC, social, print, other) can have dramatic impacts on conversion rates. This is especially true in pay per click advertising where the ad copy and its relevancy to the landing page are very important.
8. Disposable – the concept of disposable landing pages is presented in the context of not over investing in building landing pages that may or may not test positively and therefore may be discarded in place of landing pages up performed better during testing. This is where a landing page optimization and management platform can pay large dividends.
9. Integrated – the concept of integrated means taking advantage of multiple platforms used by sales and marketing such as CRM (customer relationship management) systems, marketing automation, lead scoring, demand generation systems and website analytics to name just a few. Using the data produced and consumed by these various systems to optimize your landing pages is a great technique.
10. Optimized – continually testing new creative and copy then optimizing landing pages based on test results to ensure landing page updates are best positioned to drive higher conversion rates.
11. Data mining – includes mining for actionable data based on historical information measured and tracked by a variety of systems including CRM, website analytics, social metrics, marketing automation, lead scoring and more to find opportunities to increase landing page conversion rates
12. QR pages – using QR codes in a very designed and deliberate manner making sure to drive targeted traffic from media to landing pages that share the same context as the media with the QR code is placed. The QR code placement context relevancy to the landing page will have a dramatic impact on conversion rates. Common mistakes include linking QR codes to landing pages that irrelevant to the source from which the QR code was scanned or linking to non-existent pages.

Nothing can provide a larger impact to Internet marketing efforts than landing page optimization. If you found value from this content and other content on this blog valuable, please join eBiz ROI on Facebook, follow us on Twitter and sign up for our Newsletter to receive more valuable content on various Internet marketing topics. Thanks for visiting our blog and we welcome your comments and feedback.