BloomReach CEO and co-founder Raj De Datta's presentation from the SES Chicago session on "Mastering the Four Crucial Ingredients for Successful Landing Pages". Raj focuses on "relevance", providing examples of landing pages that are and are not relevant to the user's intent. He suggests asking: - Is this page relevant to my query? - Do I know why this is the right solution for me? - Is it obvious what I need to do next? Description of the session from the SES website: In this session, you'll learn how to boost conversion of your web pages using the four critical conversion-optimization ingredients: aesthetics, usability, marketing, and context appropriateness. You'll see examples of winning pages that used the right balance of the four aspects, as well as pages that failed by focusing too much on just one of the four key areas. You'll also get specific ideas on how to immediately improve your pages' conversion by incorporating all four ingredients in your design and messaging.

1. CREATING GREAT LANDING PAGES
A Technology Driven Approach
Raj De Datta, CEO BloomReach
November 12, 2012

2. RELEVANCE MAKES LANDING PAGES
EFFECTIVE
• From
• Aesthetics – Quality, Location of key content
• Usability – Quality & Proximity/Flow of the page
• Marketing – Prominence of offers and action
• Content Appropriateness – Relevance
• To
• Content Appropriateness – Relevance
• Aesthetics – Quality, Location of key content
• Usability – Quality & Proximity/Flow of the page
• Marketing – Prominence of offers and action

3. THE CONVERSION TRINITY*
• Is this page relevant to my query?
• Do I know why this is the right solution for me?
• Is it obvious what I need to do next?
* Bryan Eisenberg, Anatomy of a Perfect Landing Page, SES New York

4. QUERY: GUESS PINK HANDBAGS
No “guess pink
handbags” on
this page

5. MORE RELEVANT?
More relevant
page for “guess
pink handbags”

6. HOW TO DELIVER RELEVANT LANDINGS?
• Dynamically interpret query intent
• Create or Route to the best page on the site for that query
• Product: Query match
• Category: Query match
• Place highest matching products at top of page

7. TRACK LIGHTING PENDANT – CURRENT
Does not match query
Images do not match query
Unclear usability - Too many
options to click
Products do not match query

8. TRACK LIGHTING PENDANT – OPTIMIZED
Products match
Text matches query
query
Action is clear

9. OPTIMIZING AT SCALE
• Algorithmic routing
• Automatic high performance product selection
• Machine based language and image interpretation
• Continuous conversion optimization based on
• Query +
• Ad Group +
• Landing Page +

10. KIDS BEDROOM FURNITURE - EXISTING
Text does not
match query
Products do not all
match query

11. KIDS BEDROOM FURNITURE - OPTIMIZED
Exact Text
match
Exact product
match
Relevant
refinements
Could have
clearer call to
action

12. PERSONALIZING LANDING PAGES

13. CHAIRS LADDER BACK - EXISTING
Text does not
match query
Products do not all
match query

14. CHAIRS LADDER BACK - PERSONALIZED
Text matches query First products
Match query
Action is clear

15. RELEVANCE IN LEAD GENERATION
Standard
search results
page
Page that has been
BloomLifted:
• Stronger headline incorporating
Generic text unrelated topic of the page they came from
and ad they clicked on
to the content of the
site they came from or • Results more closely map to user
intent
the ad they clicked on
• Stronger call to action

16. REALLY RELEVANT LEAD GENERATION
Standard
search results
page
Page that has been
BloomLifted:
• Stronger headline
incorporating search query
• Results more closely map
Generic text to user intent
• Stronger call to action

17. WHAT CAN YOU DO
• Clean up your product feed
• Test and optimize your templates for usability and quality
• Automate product selection, routing and refinements
• It’s impossible to manually create every page or even all the
combinations…