This session discusses optimization of landing pages where the traffic goes post-click. It was addressed by three speakers.
- David Szetela
- Chris Goward – CEO, WiderFunnel Marketing Optimization
- Janet Driscoll Miller – President& CEO, Search Mojo
- Scott Brinker – President & CTO, ion interactive, Inc.
Speakers talked about the need of matching keywords on landing page and ad. When a visitor comes on the landing page, they should know what to do next. If they have to figure it out, they may just move on to another site. Include a call to action. The marketer should reduce the number of choices and make the call to action stand out. Colors can also play a supportive role in call to action. It is important to keep key landing message above the fold so that it is easily visible. Keep forms on the landing page short as it will increase the conversion. Use imagery when short and make copy short, easy to read.
Janet shared a client case study that demonstrated the advantages of demographic targeting through LinkedIn. Demographic targeting of prospects is crucial in advertising along with the landing pages they interact with once an ad is clicked.
Here is Janet Driscoll Miller's Slideshare presentation from the session.Post Click Marketing: Landing Page Optimization: #Pubcon Las Vegas 2013, Day 2!,