Post on 22-Jul-2020
transcript
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From Landing Pagesto Post‐Click Marketing
Scott Brinker, ion interactive
Sally Lowery, iContact
MarketingProfs B2B Forum
June 2011
http://www.postclickmarketing.com
A Session in 3‐Part Harmony
1. A Post‐Click Marketing Heuristic
2. Why the Status Quo Won’t Do (Case Study)
3. Late‐Breaking News:Google & Landing Pages 2011
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CONTEX
TCONTEN
TCONVERSIO
N
CONVERSION
CONTENT
CONTEXT
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>16% conversion rate
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Why Status Quo Won’t Do
Sally Lowery, Director of Revenue Marketing
iContact
About iContact
• Leading email marketing solution for small‐ to mid‐size businesses
• Offer multiple editions to meet today’s business needs
– Managed and self‐service
– Professional services
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“One Size Fits All” Wasn’t Working
• Multiple product offerings
• Road block with one offering
• Fall‐off and disengagement
• Message mis‐match• Multiple streams of conversation
• Little to no testing
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Landing Experiences That Engage
• Relate Instantly
• Dynamically Respond
• Ultimately Engage
Our Plan of Action
• Reviewed Performance
– Declining Conversion Rate
– Cost‐per‐acquisition growing
– Post‐click fall‐off
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Prepare
• New product offering
– Game changer
• Went from one‐form to two‐form/three‐step process
– Maintain CAN‐SPAM compliance
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Isolate Immediate Impact
• Text ads/banner creative map to landing experiences
• Promote multiple offerings based on persona/business pain
• Create optimization tests on product‐focused versus brand focused
Our New Online Experience
• Self‐segmentation optimization
• Brand vs. product creative testing
• Multiple offerings based on segmentation
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Self‐Segmentation
Brand Vs. Product
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Multiple Offerings
The Results
• Maintain stability during business process changes
– Reduced the potential fall‐off from new form process
– Held steady
• CPC
• CAC
– Widened net for funnel
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Results
• Gaining valuable insights about prospects
– 5% of our small business acquisition spend self‐segments to our larger tiered offerings
– How we think a prospect should respond isn’t always how a prospect DOES respond
The Results
• Generating more qualified leads
– Our conversion rate of prospect to customer has increased by 32% within our trial campaign strategy
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Why It Works for Us
• Captures Data Without Being Invasive
• Allows for better campaign strategy from first click to post‐conversion
• Gives us better intelligence regarding sales readiness
Late‐Breaking News:Google & Landing Pages 2011
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A
B
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1. Design matters
2. Message match matters
3. Long, page‐one forms look bad
4. A/B test in matched pairs
Best Practices with Google Instant Preview for Ads
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THANK YOU
Scott Brinker, ion interactive
Sally Lowery, iContact
http://www.postclickmarketing.com