Susan Delz will be speaking at the “UX and Audience” session at SearchFest 2013 which will be taking place on February 22, 2013 at the Governor Hotel in Portland, Oregon. For more information or to purchase tickets, please click the following link.
1) Please give us your background and let us know what you do for a living.
I work with companies to help them develop measurable, high-ROI online marketing programs. The most rewarding part of my what I do is partnering with my customers to concept a conversion optimization program with them from end-to-end. Hearing their business success stories, and their personal success stories makes, me proud of what I do because I know they’re business changing results. I’m blessed to work with an incredible team at ion, and have equally as incredible clients.
2) Can you give me several characteristics that well-converting landing pages possess?
There really isn’t a one-size fits all approach for high-converting landing pages. What works for some, might not work for others and conversely. If you have a culture of experimentation and testing, then you’ll likely have a high-converting landing page program. There are some best practices that should be followed, like ensuring your pages are message matched and that the creative or brand is cohesive from the click source. If you want more than what I can cover in a mini-interview, you can get 50 landing pages best practices here. Or come to my session. : )
3) At what point should a business consider a third party solution for landing page creation / testing?
If you aren’t using a third party solution to grow or increase the sophistication of your landing page program, then it’s probably time to start considering one. Users are smart and they have expectations. They want to be served experiences that are relevant to them by their geo-graphic location. They want you to remember them when they are a return visitor. They want to be served pages that are specific to the device they are using. And so much more. A few years ago, using a 3rd party solution might not have been a necessity. Today, creating a landing page optimization program that is flexible and agile, with the sophistication your users expect is near impossible without a dedicated solution.