Big Ideas. Big Results. SearchFest 2013

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Big Ideas. Big Results.
Susan Delz
ion interactive
@SusanDelz

Cookie Cutter Marketing
Yield Cookie Cutter Results

This is death to
your brand.

Brilliance lives in the epicenter
Where do Big Things Come From?
User ExperienceBig Ideas
Content Marketing
Brilliant
Landing
Experiences

Big Results

1. Start with great CONTENT.

What exactly is content?

Webinars

Infographics

White Papers

What makes content Great?
• Evaluate your content through the lens
of your users:
• Is it relevant to your target audience?
• Does it serve to engage??
• Will it be useful?
• Is it human?
• Is your content valuable?
• Is your content timely?
• Is it different??

2. DESIGN boldly.

Brilliance comes in many shapes and sizes.
Something for Everyone
•Conversion paths
•Microsites
•Multi-step experiences
•Segmentation

3. Make it RELEVANT.

Promote or offer audience specific content.
Who are they?

Make it easy for your audience to find exactly what they are looking for.
What are they looking for?

Are they at the top of the funnel? Deeper in the funnel?
Where are they?

Are they at the top of the funnel?
Where are they?

Deeper in the funnel?
Where are they?

Your landing page should be message-matched with the traffic source.
What drove the click?

The user’s experience should be relevant to the device they are using.
Where did the come from?

You’ll get more when you give more.
All of the above? Brilliance.

4. Always be TESTING.

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
Dell
VSVersion A Version B

Winner!
Dell

Marketing Profs SmartTools Newsletter
Which Test Won?
VSVersion A Version B

5. Culture of EXPERIMENTATION

>1600%
Conversion
lift

Double-click to edit

5 Strategies to Gain Big Results
•Start with great CONTENT
•DESIGN boldly
•Make it RELEVANT
•Always be TESTING
•Culture of EXPERIMENTATION
Let’s wrap it up!

Want to get BIG results?
Thank you!
Tweet to me:
@SusanDelz
Want more?
ioninteractive.com

Landing Page Resources
• Conversion Content Marketing
• Landing Page Toolkit
• 10 Point Landing Page Buyers Guide
• Guide to Online Testing
Tweet to me @SusanDelz and
ion will send you a link. No registration required.

Big Ideas. Big Results. SearchFest 2013

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