Landing Page Optimization: Keep Your Eye on Intent

A successful landing page – whether for paid search, an email campaign, or offline promotion – is one where the goals of visitors align with those of marketers. This webcast focuses on the importance of customer behavior and intent for optimizing landing page experience and performance. More info below…

Speakers: Gord Hotchkiss, Enquiro; Andrew Hally, Unica

Webcast date: January 27, 2010

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Webcast Details

Gord Hotchkiss will share some eye tracking research showing how different intents can dramatically change user behavior on landing pages. Then, he will give some examples of how you can match your landing page strategy to the prospect intent coming through different channels: search, email, contextually relevant text ads and display ads.

Andrew Hally will then demonstrate how to take this knowledge of customer intent and use it to optimize landing pages with Interactive Marketing OnDemand from Unica.

You’ll discover…
• How we navigate a landing page
• How to reinforce relevance through the 3 scan rule and intent clustering
• Best practices for capturing intent and delivering persuasive paths to the user
• How different intents require different calls to action and conversion triggers

Gord Hotchkiss has been active in the marketing and advertising industry for 18 years. Since 1997, he has focused primarily on website design and online marketing, and is renowned for his eye-tracking studies and for his understanding searcher behavior. He is a director on the Search Engine Marketing Professionals Organization (SEMPO) board and is co-chair of the research and membership committees. He also writes SearchEngineLand.com’s “Just Behave” column and is the author of the new book, The Buyersphere.

Andrew Hally is the head of Product Marketing for Unica Corporation’s on-demand software suite. His team is responsible for understanding the evolution of interactive marketing and the needs of interactive marketing teams; defining and delivering appropriate, differentiated solutions; and bringing them to market. He has spoken at dozens of marketing venues, written numerous articles and blog postings on the subject of marketing, and instructed classes on marketing analytics.

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