winning at the moment of truth: beyond landing pages to capture conversions

Beyond landing pages to capture conversionsWinning at the Moment of Truth

© i-on interactive, inc. All rights reserved • www.ioninteractive.com

What Is The Moment Of Truth?

Why Does It Matter?

7 Characteristics OF MOTs That Win

Statistics And Examples To Inspire You

What’s Inside...

http://www.ioninteractive.com



71% of people use the internet on a daily basis for their business purchase decisions.




What does that 71% do?

Will they stay on your pages?Will they engage on your pages?Will they take action on your pages?Will you build a relationship that endures?




Lindgaard G., Fernandes G. J., Dudek C. & Brown, J., "Attention web designers: You have 50 milliseconds to make a good first impression!", Behaviour and Information Technology, 25:115 - 126 (2006).




Impress InstantlyEngage Deeply

Experiment BoldlyMove Quickly

Target PreciselyPlay Nicely

Connect Everywhere

7 Characteristics of Winning Moments of Truth




1. Impress instantly




Beauty is underrated.

People do judge a book by its cover.


Are you making the right first impression?

• Stock imagery

• Clunky design

• Lacks credibility




Do you care about your visitor's experience?

If only my fingers were a little smaller!

Too many choices...




Differentiate your brand from the rest.




• Device-optimized

• Clear message

• Intuitive design

• Finger-friendly




• Beautiful imagery

• Simple, focused content

• Clear call-to-action

• Multi-page

• Multi-step

• Progressive conversion




"Great digital experiences don't happen by accident...they must be actively designed."

- Forrester, July 2012




Did an online experience influence whether or not you purchased a product or service from a brand?

Q:




A: YES

97%- 2009 Razorfish Digital Brand Experience Report




Design digital experiences your visitors will love




2. Engage deeply




Forget formula.

Break out of the boring 1-page landing page box.




"74% of businesses believe user experience is key for improving sales"

- eConsultancy Q1 2013




Are you compelling your visitors to take action?

• No imagery

• No design

• No call-to-action

• Painful form




Are you going beyond the page?

• Too much copy

• Overwhelming

page

• No call-to-action




Are you differentiating from your competitors?

• Generic content

• Poor targeting

• No value prop




• Seductive design

• Highly relevant

• Highly valuable

• Deeply engaging




• Hyper-targeted

• Highly focused

• Contextually relevant




• Progressive conversion

• Propels through funnel

• Personalized experience




• User-centric

• App-like

• No scrolling. No pinching




3. Experiment boldly




Who's afraid of the big, bold test?

Not I!




320% increase in leads




110% lift in conversion rate




700% conversion lift over benchmark pages




A series of test waves leads to

a 264% conversion lift




Don’t guess what your visitors will love...

Test it...to know for sure.




4. Move swiftly




Be agile. Move quickly.

Stay swift.




Even with the explosion of online marketing touchpoints...




...we must ensure every experience is a great one.




"As soon as we get statistical significance on a test, we drive immediately to a champion in real time. On Mother’s Day alone, the real-time change in traffic splits resulted in over $45,000 in incremental revenue. "

Move quickly to move the conversion needle.




Landing experiences must be reusable.

And disposable.




"The goals of Agile Marketing are to improve the speed, predictability, transparency, and adaptability to change of the marketing function."

- Jim Ewel




"Agile leads to marketing that is done in a rapid, iterative, experimental, don’t-be-afraid-to-fail fashion…"

- Jim Ewel




DESIGNER

WRITER

CODER

AGENCY

IT

Dependency on resources slows speed-to-market.




DESIGNER

WRITER

CODER

AGENCY

IT

MARKETERS

Agile puts marketers in the driver's seat

& increases speed-to-market.




5. Target precisely




Dynamic keyword targeting




North America Latin America Asia

Localization




Audience Segmentation




"A ‘set it and forget it’ approach to web content simply won't work in today's dynamic marketing environment."

- Aberdeen Group, June 2012




6. Play nicely




No moment of truth is an island.




Great post-click experiences help you generate more value from your other marketing investments.




7. Connect everywhere




$11.4 billion mobile advertising revenue

in 2013




$24.5 billion mobile advertising revenue

in 2016




400% growth over 5 years




Connect with everyone. Everywhere.

On every device.




“Businesses are using mobile for engagement rather than profit.”

Profit counts too!




Only28%

tracking performance indicators

Measure your mobile in order to make it more effective!




"In 2013 mobile phones will take over PCs as the most common web access device worldwide."

- Gartner




"Marketers came up short in an analysis of consumers’ mobile expectations...need to step up their game."

- Mobile Marketer, 12/12




Impress InstantlyEngage Deeply

Experiment BoldlyMove Quickly

Target PreciselyPlay Nicely

Connect Everywhere

7 Characteristics of Winning Moments of Truth




Go beyond landing pages…to win at the moment of truth!

Get the free 50 Best Landing Page Practices Guide!



https://ioninteractive.com/landing-page-white-papers/50-landing-page-best-practices.html










We help brands win at the moment of truth witheffective landing pages.

90% of our customers report positive ROI.

Find out more:http://www.ioninteractive.com






Thank you!@[email protected]



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winning at the moment of truth: beyond landing pages to capture conversions

Business

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target preciselyplay

experiment

impress instantlyengage

move quickly

progressive

jim ewel

audience segmentation