Archive for the ‘Post-Click Marketing’ Category

A Designer’s View: Landing Page Design for Conversion

<< by Jenny DeGraff on May 15th, 2013

stopwatch 4 seconds A Designers View: Landing Page Design for ConversionAs a designer, I sometimes feel at the mercy of my copywriting marketer counterparts. I wonder how much influence design can really have on the conversion rate of a landing page. Don’t people just need to be informed and persuaded by excellently prepared and relevant copy?

Not necessarily. Visitors are typically not willing to spend more than 4 seconds to decide if your page, company, or product is a good fit. They won’t scroll and they won’t read. They will scan the content and if they don’t see what they’re looking for, they simply hit the back button and move on to a competitor. So with only 4 seconds of influence, the design and layout become more important than ever.

Of course, creating a beautiful user experience has always been (or should be) the goal of any web designer. But how can we influence conversion with aesthetics to achieve the perfect landing page design?

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WEBINAR: Land More Leads With Your Landing Pages

<< by Kari Rippetoe on April 23rd, 2013

One does not simply WEBINAR: Land More Leads With Your Landing PagesAccording to MarketingSherpa’s 2011 Landing Page Optimization Benchmark Report, 68% of B2B marketers are unable to demonstrate positive ROI (or any ROI at all) of their landing page optimization efforts. This is alarming, given how more marketers are becoming increasingly savvy to the importance of using specialized landing pages for their advertising campaigns; but they seem to be falling down when it comes to optimizing the page elements that matter, testing their landing pages, and properly measuring the results of their efforts. This could come down to inefficient web analytics to guide B2B marketers’ landing page optimization efforts; however, the unfortunate side of this is that they may fail to recognize the full potential their efforts have for generating leads.

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Analytics Attribution Modeling… Savvy?

<< by Nelson Hudspeth on April 18th, 2013

Multi-Channel Attribution is a pretty big topic in our industry, and most of us aren’t as knowledgeable as we would like to be on the subject. Attribution modeling attempts to solve the problem of which channel gets credit when a user touches multiple channels prior to converting. The problem with attribution models historically has been that they segment attributes at the single channel level: paid search, social media, direct traffic, organic search, etc., and often lack the ability to simultaneously compare various models across a multi-channel format.

image Analytics Attribution Modeling... Savvy?

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Stop Losing Those Mobile Conversions: 3 Steps to Designing and Implementing Responsive Landing Pages

<< by Jenny DeGraff on March 20th, 2013

mobile ppc Stop Losing Those Mobile Conversions: 3 Steps to Designing and Implementing Responsive Landing PagesStart your mobile marketing program now. If you haven’t yet, you’re missing out. With mobile traffic making up nearly 22% of all paid search clicks on Google in the US in Q4 2012 and projections of mobile Internet usage overtaking PC usage in 2013, you should at least be considering a mobile marketing plan.

For those of you already utilizing mobile PPC or seeing increased traffic from mobile sources, don’t overlook the importance of a well designed, mobile-friendly landing page. This sounds obvious, but for many marketers, this is a lower priority item to testing other high friction elements on a landing page such as headline, CTA, hero shots, etc.

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WEBINAR: Harmonizing Branding and Search to Achieve Optimal Results

<< by Kari Rippetoe on January 22nd, 2013

branding search WEBINAR: Harmonizing Branding and Search to Achieve Optimal ResultsLet’s face it: sometimes your branding strategy doesn’t always play well with your search marketing strategy. Your website copy, while true to your brand guidelines, doesn’t contain the keywords needed to drive traffic from search engines. Or perhaps you have a beautifully-designed website, created and coded using tools and programs on the bleeding edge of web design. But, Google can’t read it or index it into search results. Have any of these situations happened to you?

Thankfully, there are ways to resolve these challenges. Join us for a free webinar, Harmonizing Branding and Search to Achieve Optimal Results, on Thursday, January 24th at 2:00pm ET. During this webinar, Janet Driscoll Miller of Search Mojo and Pam Fitzgerald of branding and marketing services agency The Ivy Group will discuss ways you can integrate your branding and search strategies. You’ll learn:

  • The basics of branding and how it’s more than just your logo.
  • How to create messaging that utilizes your top search keywords while staying true to your brand.
  • Best practices for designing a website that is aesthetically pleasing, user-friendly and search engine-friendly.
  • How to make sure your brand is protected and represented positively in search engines.

UPDATE 2/7: Did you miss the webinar? Click here to watch Harmonizing Brand and Search to Achieve Optimal Results in its entirety! For a quick preview of the webinar, check out the video below:


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