The CES pre-event launches continue to go strong – here are some of the hottest that we saw over the past 24 hours:
• It’s like a toll-free number for data: AT&T becomes the first to offer toll-free data, where businesses foot the bill rather than users. Because let’s just shake everything up, shall we? (Thanks CMIO Susan Dorfman for the article.)
• Health is hot says BusinessWeek, reporting that fitness apps are way more popular than even 3D TVs this year. (Thanks VP Product Development Karel Lahmy, who will be live on the scene at CES shortly.) There are even patient panels at this year’s conference!
• Intel has entered the wearables market with a series of devices, and teamed up with PSFK to launch the “Future of Wearables report,” which they’ll be presenting today live at the show. Sony is also now in the wearables scene with SmartBand.
• Samsung, which is already in the wearables market, focused its first launch announcement on hardware that competes with Apple.
• The 8 coolest gadgets Wired has seen so far include several wearables and a creepy/cool robot mommy. AND something that I know our CEO Stan will want to acquire immediately (see if you can guess what it is.)
• Innovid and Cisco are ratcheting up the second screen experience for advertisers with what MediaPost explains is a system that “will allow broadcasters or third-party app providers to deliver advertising to the second screen based on keywords that are spoken in TV shows on the first screen.”
• Although I personally don’t see a connection to health yet, I think this is cool: iBeacon is a micro-positioning device being used in supermarkets to advertise to customers, and is holding a scavenger hunt at CES to illustrate its capabilities.
CMI/Compas announced this morning that we have named comScore as its solution provider of record for ad verification. This is a first of its kind collaboration in the pharma industry for physician and healthcare provider audiences. As we explained in a whitepaper, ad verification is designed to ensure that every ad impression is a quality impression, every impression is compliant and is served and displayed as intended and purchased.
Thanks to our Campaign Analyst Philip Turicik for sharing his takeaways from a new Landing Page Success Guide from Ion Interactive (for a copy of the PDF, you can email me):
Our clients’ landing pages are an integral part of their business success. How much influence, analysis and feedback are we putting into the first thing users see when they click on our clients’ ads?
1. Start with Traffic, Not Pages – focus first on how visitors get to your site, not what they do when they get there.
a. Understand the media and sources that are driving traffic, and how that traffic behaves (bounce rate, duration, conversion rate, etc.)
2. Analyze Traffic Sources – determine the best opportunities for improvement and identify where budget is inefficient.
a. There will always be a medium or source driving a high percentage of wasted traffic, or generating a very high cost per conversion.
3. The Landing Page Message Should Match the Ad Message
a. Each ad offers the promise of a “carrot” – something that motivated the user to click it. The landing page should stay focused on this carrot and build momentum in the user experience.
4. The Landing Page Should be Actionable
a. Landing pages need to show visitors which action(s) it wants them to take – it should be obvious!
5. The Landing Page Should be Focused and Simple
a. A cluttered landing page is detrimental to the visitor and can cause bounce rate to increase. Conversely, clarity leads to focus and focus leads to conversion – keep content on point!
6. Keep the Call to Action Positive
a. Visitors don’t want to “Submit” or “Download” – they want to “Get Started” or “Download Tips to Boost Performance”. Use wording carefully!
7. The Landing Page Should be Clean
a. Copy-heavy pages look like work, and work doesn’t drive conversions. Use sub-headlines, short blocks of copy and vary length of sentences. Keep it positive and trust-worthy.
8. Landing Page Areas to Test
a. Design – is the layout conversion-focused and friendly? Are directional cues effective?
b. Relevancy – is the landing page relevant to site-traffic drivers (ads)? Does the message match the ad “carrot”?
c. Content – is the value proposition effective? Are icons and images being used in tandem with concise copy?
d. Offer – are you trying to convince visitors they need to convert? Do they need another reason why they should? Make them want to convert!
-Carly Kuper, VP, Strategic Marketing & Corporate Communications
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