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Table of Contents• Importance of increasing
conversion rate• A/B Testing – What You Need to
know• Landing page tips you can start
using today• Case studies• Additional tips
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Before We go Any Further, Make Sure YouNever feel constrained to “best practices”
Don’t copy exact test ideas
Test everything
Proceed
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Importance of increasing conversion rate
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Importance of Conversion Rate
Make More Money By Increasing Conversion rate• Save money on ad spend• Increase leads/sales• Easier than increasing traffic• Increases the efficiency of you traffic
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Importance of Conversion Rate
Increase traffic or Conversion Rate? Goal: 720 Conversions
Clicks Cost-per-Click Cost Conversion Rate Conversions
15,000 $1.50 $22,500 4% 600
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Importance of Conversion Rate
Increase traffic Means Increased Cost Goal: 720 Conversions
Clicks Cost-per-Click Cost Conversion Rate Conversions
15,000 $1.50 $22,500 4% 600
18,000 $1.50 $27,000 4% 720
$4,500 increase in costPer Month
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Importance of Conversion Rate
Let’s Say 20% increase in conversion rate Goal: 720 Conversions
Clicks Cost-per-Click Cost Conversion Rate Conversions
15,000 $1.50 $22,500 4% 600
15,000 $1.50 $22,500 4.8% 720
$0 Increase in Cost
One Time Change, Continued Increase
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Importance of Conversion Rate
More Paid Traffic vs Increase Conversion Rate
Janua
ry
Febru
ary
March
April
MayJu
ne July
Augus
t
Septembe
r
October
November
December
$20,000.00 $21,000.00 $22,000.00 $23,000.00 $24,000.00 $25,000.00 $26,000.00 $27,000.00 $28,000.00 $29,000.00 $30,000.00
540560580600620640660680700720740
Cost & Conversions by Month
Cost Conversions
20% Conversion Rate Increase
Janu
ary
Febru
ary
March
April
MayJu
neJu
ly
Augus
t
Septembe
r
October
November
December
$20,000.00 $21,000.00 $22,000.00 $23,000.00 $24,000.00 $25,000.00 $26,000.00 $27,000.00 $28,000.00 $29,000.00 $30,000.00
540560580600620640660680700720740
Cost & Conversions by Month
Cost Conversions
20% Increase in Spend
Same Conversion Volume
Save $40,500
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A/B Testing
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A/B Testing
A/B TestingWhat to A/B Test:• Copy• Design• Forms• Images/VideosLength of test depends on:• Volume of traffic• Conversion volume• Significance between variants
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A/B Testing
Test, learn, repeat1.Test – design, copy, forms, images/videos2.Learn – Analyze the data. Does an image do
better than a video? Keep the image!3.Repeat – Test as often as possible and continue
to test
A/B Testing = Always Be Testing
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A/B Testing
Always Be Testing
Janua
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Febru
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March
April
MayJu
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Augus
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Septembe
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October
Novem
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December
0
200
400
600
800
1000
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One Time vs Continuous Testing
Conversions - Continuous Conversions - One Increase
Increase in Conversion Rate:5% Monthly Increases20% Increase
77%Increase in Conversion Volume:
18%
No Testing
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Consistency
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Consistency
Don’t Confuse Your visitorsMessaging should be consistent through:• Ad• Landing Page (headline, offer, copy)• Form/Call-to-Action• Thank you page• The rest of the sales process
Consistency• Increases trust – your page has what you said it has• Better Experience
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Headlines
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Headlines
A Good Headline• Let’s the visitor know what the page is about - instantly• Is consistent with the ad the visitor clicked on• Captures the visitor’s attention• Tells the visitor what action to take – use with sub-header
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Headlines
Testing a Headline is quick and Effective• Take 15 minutes to create a new headline• Easy to implement change• Can show significant lifts in conversion rate
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Headlines
Headlines Formulas
“How to”
• How to increase your PPC conversion rate
• How to get more for your money with your credit card
• How to learn Spanish in your free time
“How to ______ Without”
• How to increase ppc leads without increasing spend
• How to start a business without a ton of money
• How to create a website without knowing how to code
The “Number” headline
• 10 ways to be more productive at work
• Increase productivity by 32% with this tool
• Save 30 Hours per month by automating your marketing
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Headlines
Headlines FormulasGet rid of ____ once and for all
• Get rid of lower back pain once and for all
• Stop getting low quality leads once and for all
• Get rid of contacts once and for all
Sense of urgency
• Do Not Miss out on this once in a lifetime event
• Save 10% on Shoes Today Only• Only 12 Reservations left for outdoor
adventures
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Headlines
Headlines: Appealing To Emotions Case StudyA B
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Headlines
Emotion Headline Wins!
BIncrease in Conversion Rate:
25%
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Headlines
4 Options to Increase Conversion Rate x%
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Headlines
Headlines: Using Numbers Case StudyA B
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Headlines
Headlines: Using Numbers Wins!A
Increase in Conversion Rate:
41.8%
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Benefits vs features
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Benefits vs Features
Features – Car Shopping
Features• Powerlift Gate & 4 Doors• 241-hp Turbo- 4 engine• Advanced Direct Injection• All-Wheel, All-Season grip
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Benefits vs Features
People don’t buy products; they buy better versions of themselves
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Benefits vs Features
Features –> BenefitsFeatures• Powerlift Gate & 4 Doors• 241-hp Turbo- 4 engine• Advanced Direct Injection• All-Wheel, All-Season grip
Benefits• Easy to get into• Fast & helps environment• Save on Fuel• Easy to drive in rough conditions
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Forms & Calls-To-Action
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Forms & Calls-To-Action
FormsTo Start:• Remove unnecessary fields – limit hesitation from visitor• Use whitespace – don’t over crowd your form• Make it visible
Try Testing:• Separating long forms into a 2-step form• Different “submit” button colors• A new CTA• Placement of the form
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Forms & Calls-To-Action
Calls-To-ActionA good CTA• Consistent with ad• Set clear expectations• DO NOT use submitTest• Color• Size/Shape• Copy• Placement
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Trust signals
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Trust Signals
Types of Trust Signals• Product reviews• Testimonials• Awards• Multiple payment options
• Well Designed website• Social profiles• Before & After photos• Certifications
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Trust Signals
Before & After Case StudyA B
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Trust Signals
Before & After Wins!
BIncrease in Conversion Rate:
29%
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Prevent Leaks
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Prevent Leaks
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Prevent Leaks
Use Exit Intent Opt-ins
Kept 7% of visitors onsite
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Sense of urgency
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Sense of Urgency
Visitors Are limited – Convert ThemUse a Sense of Urgency by:• Enticing visitors to make the decision to convert now• Showing new laws or regulations that change the product/service• Showing scarcity of products or limited availability
Use language like:• “Don’t miss out”• “Today only”• “Limited seats available”
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Sense of Urgency
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Additional Tips
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Additional Tips
Thank You Pages• Most qualified visitors on your
site• Keep engaged with your
brand• Create a next step in
conversion path• Guide download -> Free
Demo• Request more information
-> Schedule a tour• Up sale or discount
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Additional Tips
Lead Your Visitor’s Eyes to Convert
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Thank You!
Any Questions?
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