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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
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#AdobeSummit @GabrielWalt
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