webmarketing123: 5 ppc landing page conversion killers-08-31-2011

5 PPC Landing Page Conversion Killers Strategies for staying one step ahead of the rest

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We want to hear from you!

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Want to learn more?

Contact us for a free site analysis. Details at end of

webinar.

Housekeeping Items

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1 Inconsistency from Search to Site Make sure all landing pages instantly reflect the relevant search term

2 Complicated, Long Forms Simplify your forms for more effective for lead gen

3 No Call to Action Make your call-to-action buttons stand out to your audience

4 Lack of Credibility and Security Signals Enhance your prospective customer’s experience with existing customer praise

5 Failure to Execute A/B Testing and Data Analysis Test page titles, headlines, buttons to see what generates most conversions

Webinar Agenda: 5 Landing Page Conversion Killers

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1 Be Consistent From Search to Site Your site should match a visitor’s expectations based on their initial search query

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1. Keyword Search


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1. Keyword Search

2. Ad copy


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1. Keyword Search

2. Ad copy


3. Landing Page

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1 Landing Page Best Practices Your site should match a visitor’s expectations based on their initial search query

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• Drive a single call-to-action


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• Simplify navigation


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• Include a clear offer or incentive


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• Include a clear offer or incentive

• Engage eye contact with graphics and color


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2 Form Fill Outs Shorter forms are best; really consider which information is critical

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Form is

minimal

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Automatic cursor

placement

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Trust signals

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Reassurance

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Clear wording on

submission button

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2 Form Fill Outs Interstitial, or “pop up,” form example

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Is Your Call to Action Obvious? Clearly announce what you want users to do

Are there many competing objectives?

Is Your Value Proposition Clearly Stated? What differentiates you from your competitors?

What inspires visitors to take the next step?

Has your Primary Objective established Visual Priority? Is the size of elements relative to importance?

Have you considered visitor’s logical eye path?

Have you optimized your lead forms? Is all information absolutely necessary?

3 Promote Simply Improve your user experience

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• Best Practices

• Write for humans

• Proofread

• Grammar

• Tone of voice / natural writing style

3 Content Writing Content is King – Create compelling, impressionable content

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• Best Practices

• Write for humans

• Proofread

• Grammar

• Tone of voice / natural writing style

• Avoid Doing These

• Try to trick search engines with manipulative tactics

• Have website based entirely in Flash

• Overusing your keywords: Read it out loud!

3 Content Writing Content is King – Create compelling, impressionable content

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3 Eye Capture Encourage eye contact through a hero image subject

Courtesy of: http://usableworld.com.au/2009/03/16/you-look-where-they-look/

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Courtesy of: http://usableworld.com.au/2009/03/16/you-look-where-they-look/

Tip: Make your subject look at your ad creative if you want

people to look at it too

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Courtesy of the Internet

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Subjects are glancing towards

the call-to-action

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People are more likely to spend more time on your page if they see elements of current customer satisfaction

4 Customer Testimonials


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People are more likely to spend more time on your page if they see elements of current customer satisfaction

4 Customer Testimonials


Tip: Optimal placement is at the top of your landing page or in a sidebar

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Demonstrate your security so customers take notice and feel comfortable purchasing from your site

4 Point-of-Assurance


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Demonstrate your security so customers take notice and feel comfortable purchasing from your site



These logos strengthen the sense of consumer trust and

increase conversion rates

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Connect your call-to-action with your point-of-assurance


• McAfee connects their point-of-assurance with specials offers

in a clear call-to-action pathway

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Point-of-Assurance

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Point-of-Assurance

Purchase call-to-action button

next to point-of-assurance

messaging

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Common page elements that help drive increased conversion

5 What Should I Test

• Conversion Buttons

• Location

• Color

• Call to Action

• Form Fields

• Is all information necessary?

• Submit Button Call to Action

• Headings

• Does it provide value?

• Page Content

• Does it support your goal?

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Usability testing removes guess work and replaces with actual visitor conversion data

5 A/B Testing

Courtesy of Hubspot

What Conversion Optimization Does:

• Determines what will convert at the highest rate

• Predicts with 95% confidence that winner will increase conversion rate

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Measure and visualize your conversion funnels

5 Analytics Tracking

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Analyze goal paths and completion rates

5 Analytics Tracking

• Traffic sources

• Landing page visits

• Page visit duration

• New visits

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Key Takeaways

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• Maintain consistency between your ad copy and landing page

Key Takeaways

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• Keep it simple when designing navigation, page architecture, and forms

Key Takeaways

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• Present only clear, to-the-point incentives to your customers

Key Takeaways

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• Add testimonials and point-of-assurance logos to strengthen your credibility

Key Takeaways

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• Add testimonials and point-of-assurance logos to strengthen your credibility

• Experiment with A/B testing to optimize and increase conversion activity

Key Takeaways

Thank You!

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webmarketing123: 5 ppc landing page conversion killers-08-31-2011

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