I was pleasantly surprised to see the amount of love given to post-click marketing during PubCon. Most sites have so much potential here and the attendance reflected it. In my first session Janet Driscoll Miller of SearchMojo started things out strong with a few recommendations:
- Use Dynamic Language: This allows you to do a lot of testing and you can customize the page for every user. She also recommended dynamically inserting the keyword into the headline to improve message match.
- Test Video: In her experience she’s seen video outperform whitepapers. Just make sure to test video just like you test your other content.
- Segment: As you segment you can qualify better users and improve conversion rates.
Have you ever been on a website watching a flash animation and wished you could stop the animation or go back a frame or two? Well, George has seen it, tested it and can tell you authoritatively that static images just perform better. For more nuggets of wisdom read the evisionSEM blog.
It’s too bad this session was on the last day right before the super session with Matt Cutts because the content was great. Both Anna Talerico and Scott Brinker of ion interactive were panelists. Anna explained how organic traffic to a site is like a herd of wild horses, unbridled and out of control. You don’t know where they came from or why they are there. This traffic is hard to handle. Traffic from campaigns (PPC, email, etc.) is like a Lipizzaner stallion. You know why they are there and you can present information that speaks directly to their intent.
Scott Brinker took the microphone and took a very high-level approach to his comments. He called on everyone to rethink how they view digital marketing. Want to know who is on your pages? Segment them with multi-page conversion paths. Each step of the way you learn more about the visitor. Want to know what the user wants AND deliver it? As they progress through these paths they tell you what they are looking for and you can present increasingly relevant information and offers.
How do you involve a tired, hung-over crowd the last day of PubCon? Play a game, which is just what Chris did. Using tests from his company WiderFunnel Chris challenged the crowd to indentify which page performed better. Though I consider myself pretty good, I admit I didn’t get all of them right. Lastly, Chris gave us the 6-foot rule, which states that if someone looking at your page from 6 feet away can’t see your CTA, make it bigger.