Scott Brinker: What are your business goals for landing pages? Conversion rate. ROI. Branding. Learning. Put in places processes and systems with the goal of reducing touch points and delays in deployment. Targeting = Audience Segmentation. Segmentation granularity as strategy. 2 page landing page strategies almost always outperform one page landing pages. Test Big Ideas: Experiences, not Elements.
James Zolman: Dynamic Landing Pages: Second page dynamics based on a simple entry from the first page (zip code, gender, etc). Geo-targeting: IP address. Keyword. 3 dynamic landing page pitfalls: Broad Match technology, content network, semantics. Content networks: Default Keyword is used, generic landing page. Increase your chances for success: Negative keywords, precise targeting & planning, testing with a small % of traffic, location/location/location, copywriting. Negative keywords (use the search engines, semantics, broad match technology, aggressively look for new negative keywords in analytics, search engines, keyword research tools, etc. Precise targeting and planning: Write a task list or a plan that includes negative keyword research, demographic / content reports, performance reports, analytics reviews; campaign structure; don’t forget about your audience. Testing w/ small % of traffic: Daypart yoru campaign, use long tail keywords / pages, website optimizers. Copywriting: Ask a question; Use an anchor; Thoroughly review your paragraph copy using your keyword list.