10 A/B Tests You Must Try on Your PPC Landing Pages

Paras Chopra,CEO and Founder, VWO

Paras Chopra is the founder and CEO of Visual Website Optimizer, a market leading A/B testing tool that is used by 3800+ customers across 90+ countries.

He’s a big believer in bootstrapping a business, and taking market-led approach to generating startup ideas.

Jake BaadsgaardCEO and Founder,

Disruptive Advertising

Jacob is the Founder & CEO of Disruptive Advertising, a Utah-based PPC agency that uses PPC, CRO, and ROI focused analytics to grow businesses. When Jacob’s not working, you’ll find him hanging out with his beautiful wife and three daughters or on the river fly fishing. Connect with him on Twitter or LinkedIn

Title Here...

?Headlines Matter

This is your landing page as seen in first 2 seconds

A/B Test #1 - Headlines

(Image Src: VWO Blog)

(Image Src: VWO Blog)

Title Here...

?Convince before converting

Use gaze-flow to push convincingcontent at the right places

A/B Test #2 - Positioning and Flow of Content

(Image Src: WebBazaar)

(Image Src: VWO Blog)

Appear trustworthyYou are not a fly-by-night operatorbut your visitors don’t know that

A/B Test #3 Add Credibility with Trust-Building Elements

(Image Src: Crazy Egg)

(Image Src: VWO Blog)

Include Social Proof

Your visitors want to know ‘who else wants this product’!

A/B Test #4 Testimonials, Statistics, Real Profiles

(Image Src: EConsultancy)

(Image Src: VWO Blog)

Use Hero Shots

Nobody reads reams of text unless it’s an exam;

Your Landing Page is Not an Exam!

A/B Test #5 Product Screenshots, Images

(Image Src: Crazy Egg Blog)

(Image Src: VWO Blog)

A/B Test #6 – SKAG + DKI = Domination

Out-dated PPC strategies are still used in 50% + of accounts

we audit

Control vs Variation

Using a SKAG approach with DKI across 200+ accounts has produced on average

• 38% increase in Quality Score

• 18% decrease CPC

• 67% increase in Conversion Rate

A/B Test #7 – GEO Specific content for service industries with DKI

When using GEO city/state in the content of landing pages for B2C service related industries we’ve seen an average improvement to conversion rate of 19%

Control page doesn’t have GEO mentioned in the text content or imagery

Variant page shows text and image specific to the city/state

A/B Test #8 – Chat or no Chat?

Does a chat feature help or distract on your landing

pages?

It’s all about the question and timing of the chat

On average across 60 test cases we’ve found that having a 1 minute delayed and targeted question on

chat increased conversion rates by 31%

A/B Test #9 – Phone Numbers

75% + of applicable accounts we audit or onboard do not track phone calls!

Across 100 + accounts where we have tested dynamic call tracking we have found the following results:

- 27% data accuracy improvement for

CPL measurement

- 50% change testing strategy

- 18% improvement to aggregate form +

Lead conversion rate

A/B Test #10 – Quality vs QuantityUsing profits rather than conversion rate and cost per lead to determine test winners

Computer Support Company increases revenue by 14X while reducing cost per lead by 38%

Cost Per LeadRevenue

Thank You!

Please Talk to Us:

Paras Chopra@paraschopra

Jake Baadsgaard@jakebaadsgaard