When to use Landing Pages
Interact with Summit using the event app Log in to your account Enable social Find people at Summit and leave feedback on this session Don’t forget to tweet using #AdobeSummit © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @GabrielWalt Landing pages boot camp – Maximising customer engagement with amazing content Jeremy Curtin | Gabriel Walt © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 29-30 April, 2015 | ICC, ExCel, London © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Agenda Landing Pages 101 – Gabriel Walt Case Study: Telenet – Curtin Jeremy Key Aspects – Gabriel Walt Q&A © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @GabrielWalt Adobe Marketing Cloud SOLUTIONS MEDIA OPTIMIZER CAMPAIGN SOCIAL TARGET EXPERIENCE MANAGER ANALYTICS PRIMETIME AUDIENCE MANAGER CORE SERVICES PROFILES & AUDIENCES PLATFORM © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ASSETS ACTIVATION MOBILE EXCHANGE COLLABORATION Data & Content #AdobeSummit @GabrielWalt USER MANAGEMENT & ADMINISTRATION Landing Pages 101 © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Anatomy of a Landing Page Headline & Hero image Sub-header Grab the reader’s attention & keep the attention Inform what the product/service is all about Value Proposition or Benefits, Pain & Pleasure User-focused Make a personal connection Testimonials & Methods of Contact Trustworthy Pictures of real people or logos of real companies Call To Action Above fold & repeated on each section © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @GabrielWalt Maximising customer engagement with Amazing Content Jeremy Curtin Digital Director Telenet Agenda Why did we change what we were doing? The beginning Scope of change What is a landing page? Definition When to use landing pages Example of a campaign plan How does this look in production Process and Constraints Let the customers decide Results Why did we change what we were doing? The Beginning Prior to Adobe CQ5 and associated stack Development: • • • • • We ran multiple versions of legacy CMS Limited ability to segment traffic Limited ability to offer different content to different segments Inconsistent branding and UX depending on stakeholders Limited ability to optimize journey and UX Scope of Change and KPI’s Migrated functionality and content Rational for the migration and new functional deployments New deployments • • • • • • Increased segmentation Faster time to market Greater integration Reduced reliance on IT Shared asset management Consistent customer experience What is a landing page? Definition A landing page is a web page which serves as the entry point for a website or a particular section of a website. When to use Landing Pages How do we use landing pages to augment and optimize the customer engagement? • • • • Contextual BTL campaigning Align messaging with traffic source Remarket based on previous engagements Contextualize based upon what we know about customers Example of planning for segmented campaign How does this look in production? Baseline content exposed to non identified consumers Differentiation is the key Specific dynamic content targeting existing 3p customers Results Test & Target Conclusions based upon differentiation Process and constraints Creating beautiful landing pages Creating inspiring content and excellent landing pages is about how all your content comes together in one place offering contextualization and relevance Temper ambition with a healthy dose of common sense Points of attention: As your ability to segment and control different customer journeys surfaces other bottlenecks appear. Serving content to multiple segments requires having content to serve to each of those segments. More content = More costs Have a clear strategic purpose to implement a segment and ensure that full KPI’s are set and measured, always conduct post launch analysis. Organising your journey Ideation Iterate Campaign Setup and Launch Validate Segment Identification Content Mapping Content Creation Adapt Let the customers decide on the content they want Version A: 1 button to detail page Version B: 2 buttons: 1 to detail – 1 to shop Version C: 1 button to shop Results from Test & Target Interesting segments: working hours Version A: Default Version B: Promotions in quicklinks & promo page Results from Test & Target Significant results for conversion (uplift of 16,37%). Results for AOV and RPV indicate a positive trend. Interesting segments: working hours SEGMENT Uplift Conversion Rate Uplift AOV Uplift RPV Browser: iPad 126,29% 62,71% 268,19% Working Hours 19,72% -4,07%* 14,84%* The Results Finally the results • • • Increase in speed to market – Currently running at 1 week vs traditionally 3 weeks Increased ability to segment landing pages as well as incorporate dynamic content resulting in increased conversion (see below) Reduced dependency on external development resources by 50% Thank you! Top 3 Considerations © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #1 Mobile friendly April 21: Google updated it's algorithm to account for mobile friendliness The algorithm is applied worldwide for mobile searchers, page by page, on a real-time basis The page is either ranked Mobile-Friendly or not over 200 different factors that determine ranking © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @GabrielWalt #2 Rapid execution & rollout Cheaper Quick time-to-market Allows to iterate Ability to create more Landing Pages Companies with more landing pages get more leads Requirements Possibility to work with any web agency Possibility to easily host the landing page on existing infrastructure © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @GabrielWalt #3 Content Relevance Long-form landing pages are highly effective Test, test, test Don’t be afraid to make a landing page really long. Measure and iterate Know your visitor More visitors ≠ more conversion Requirements Possibility to edit content afterwards Possibility to target content to the user Possibility to integrate with systems like Campaign © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @GabrielWalt Requirements Possibility to work with any web agency A ZIP file containing HTML+CSS+JS+Images can be imported into AEM Possibility to easily host the landing page on existing infrastructure The content of this ZIP file will can be published in AEM Possibility to edit content afterwards Annotating the HTML with data attributes will transform HTML elements into editable components Possibility to target content to the user Adobe Target integrations can be leveraged for testing and targeting Possibility to integrate with systems like Campaign Special text components can replace placeholders with user-specific data and pre-fill form fields © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @GabrielWalt Campaign integration for Landing Page forms © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @GabrielWalt Q&A If this session supports questions sent in via the app just go to Summit Interact Your question, or one similar, may already be in the queue © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @GabrielWalt Go HERE, do THIS, and you could WIN! 1 Download the App • • • • 2 3 Give us feedback It takes less than a minute Log in to your account Survey available as Enable social the sessions start Receive a personalised experience Use the app to interact with Summit © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @GabrielWalt Win an Apple Watch Sport Complete at least 9 surveys to enter the prize draw © 2015 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. #AdobeSummit @GabrielWalt
© Copyright 2024