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Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Big Ideas. Big Results.
Susan Delz
ion interactive
@SusanDelz
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Cookie Cutter Marketing
Yield Cookie Cutter Results
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
This is death to
your brand.
Brilliance lives in the epicenter
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Where do Big Things Come From?
User ExperienceBig Ideas
Content Marketing
Brilliant
Landing
Experiences
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
5Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Big Results
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
1. Start with great CONTENT.
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
What exactly is content?
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Webinars
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Infographics
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
White Papers
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
What makes content Great?
ā€¢ Evaluate your content through the lens
of your users:
ā€¢ Is it relevant to your target audience?
ā€¢ Does it serve to engage??
ā€¢ Will it be useful?
ā€¢ Is it human?
ā€¢ Is your content valuable?
ā€¢ Is your content timely?
ā€¢ Is it different??
2. DESIGN boldly.
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Brilliance comes in many shapes and sizes.
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Something for Everyone
ā€¢Conversion paths
ā€¢Microsites
ā€¢Multi-step experiences
ā€¢Segmentation
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
3. Make it RELEVANT.
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Promote or offer audience specific content.
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Who are they?
Make it easy for your audience to find exactly what they are looking for.
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
What are they looking for?
Are they at the top of the funnel? Deeper in the funnel?
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Where are they?
Are they at the top of the funnel?
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Where are they?
Deeper in the funnel?
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Where are they?
Your landing page should be message-matched with the traffic source.
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
What drove the click?
The userā€™s experience should be relevant to the device they are using.
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Where did the come from?
Youā€™ll get more when you give more.
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
All of the above? Brilliance.
4. Always be TESTING.
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
What kind of tester are you?
Rock Star Pragmatist Purist
View of Testing ROI Work Knowledge
Pre-Test Focus
Strategy &
Revenue
Creative &
Production
Metrics &
Attribution
Performance
Granularity
Campaign Landing
Experience Page or Element
Post-Test Focus Next Innovation Next Wave Last Wave
Confidence Level Mid (85-95%) Low (80-85%) High (95-99%)
Government Solutions
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Dell
VSVersion A Version B
Winner!
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Dell
Marketing Profs SmartTools Newsletter
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Which Test Won?
VSVersion A Version B
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
5. Culture of EXPERIMENTATION
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
>1600%
Conversion
lift
Double-click to edit
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
5 Strategies to Gain Big Results
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
ā€¢Start with great CONTENT
ā€¢DESIGN boldly
ā€¢Make it RELEVANT
ā€¢Always be TESTING
ā€¢Culture of EXPERIMENTATION
Letā€™s wrap it up!
Want to get BIG results?
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Thank you!
Tweet to me:
@SusanDelz
Want more?
ioninteractive.com
Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
Landing Page Resources
ā€¢ Conversion Content Marketing
ā€¢ Landing Page Toolkit
ā€¢ 10 Point Landing Page Buyers Guide
ā€¢ Guide to Online Testing
Tweet to me @SusanDelz and
ion will send you a link. No registration required.

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Big Ideas. Big Results. SearchFest 2013

  • 1. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Big Ideas. Big Results. Susan Delz ion interactive @SusanDelz
  • 2. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 3. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 4. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Cookie Cutter Marketing Yield Cookie Cutter Results
  • 5. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com This is death to your brand.
  • 6. Brilliance lives in the epicenter Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Where do Big Things Come From? User ExperienceBig Ideas Content Marketing Brilliant Landing Experiences
  • 7. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 8. 5Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 9. Big Results Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 10. 1. Start with great CONTENT. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 11. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com What exactly is content?
  • 12. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Webinars
  • 13. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Infographics
  • 14. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com White Papers
  • 15. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com What makes content Great? ā€¢ Evaluate your content through the lens of your users: ā€¢ Is it relevant to your target audience? ā€¢ Does it serve to engage?? ā€¢ Will it be useful? ā€¢ Is it human? ā€¢ Is your content valuable? ā€¢ Is your content timely? ā€¢ Is it different??
  • 16. 2. DESIGN boldly. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 17. Brilliance comes in many shapes and sizes. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Something for Everyone ā€¢Conversion paths ā€¢Microsites ā€¢Multi-step experiences ā€¢Segmentation
  • 18. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 19. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 20. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 21. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 22. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 23. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 24. 3. Make it RELEVANT. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 25. Promote or offer audience specific content. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Who are they?
  • 26. Make it easy for your audience to find exactly what they are looking for. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com What are they looking for?
  • 27. Are they at the top of the funnel? Deeper in the funnel? Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Where are they?
  • 28. Are they at the top of the funnel? Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Where are they?
  • 29. Deeper in the funnel? Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Where are they?
  • 30. Your landing page should be message-matched with the traffic source. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com What drove the click?
  • 31. The userā€™s experience should be relevant to the device they are using. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Where did the come from?
  • 32. Youā€™ll get more when you give more. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com All of the above? Brilliance.
  • 33. 4. Always be TESTING. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 34. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com What kind of tester are you? Rock Star Pragmatist Purist View of Testing ROI Work Knowledge Pre-Test Focus Strategy & Revenue Creative & Production Metrics & Attribution Performance Granularity Campaign Landing Experience Page or Element Post-Test Focus Next Innovation Next Wave Last Wave Confidence Level Mid (85-95%) Low (80-85%) High (95-99%)
  • 35. Government Solutions Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Dell VSVersion A Version B
  • 36. Winner! Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Dell
  • 37. Marketing Profs SmartTools Newsletter Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Which Test Won? VSVersion A Version B
  • 38. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 39. 5. Culture of EXPERIMENTATION Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 40. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com >1600% Conversion lift
  • 41. Double-click to edit Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 42. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 43. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 44. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com
  • 45. 5 Strategies to Gain Big Results Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com ā€¢Start with great CONTENT ā€¢DESIGN boldly ā€¢Make it RELEVANT ā€¢Always be TESTING ā€¢Culture of EXPERIMENTATION Letā€™s wrap it up!
  • 46. Want to get BIG results? Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Thank you! Tweet to me: @SusanDelz Want more? ioninteractive.com
  • 47. Ā© i-on interactive, inc. All rights reserved ā€¢ www.ioninteractive.com Landing Page Resources ā€¢ Conversion Content Marketing ā€¢ Landing Page Toolkit ā€¢ 10 Point Landing Page Buyers Guide ā€¢ Guide to Online Testing Tweet to me @SusanDelz and ion will send you a link. No registration required.

Editor's Notes

  1. An effective trategy starts with quality content. We can define quality content with a bevy of adjectives like unique, valuable, engaging, useful, relevant, well researched, credible and so many more.
  2. Innovate and Iterate. Always be learning. Always be testing.