Winning at the Moment of Truth: Beyond Landing Pages To Capture Conversions

Beyond landing pages to capture conversions
Winning 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...

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 Instantly
Engage Deeply
Experiment Boldly
Move Quickly
Target Precisely
Play 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!

Only
28%
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

Go beyond landing pages…
to win at the moment of truth!
Get the free 50
Best Landing Page
Practices Guide!

We help brands win at the moment of truth with
effective landing pages.
90% of our customers report positive ROI.
Find out more:
http://www.ioninteractive.com

Thank you!
@ioninteractive
info@ioninteractive.com

Winning at the Moment of Truth: Beyond Landing Pages To Capture Conversions

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Winning at the Moment of Truth: Beyond Landing Pages To Capture Conversions