Landing Page Optimization Study: Improve conversions on Lead Generation campaigns

Landing Page Optimization Study Improve conversions on Lead Generation campaigns

Presentation Overview
Definition & needs
Considerations
Goals
Key points
Tactics for better conversions
"Must have" recapitulative
Efficient LP = major PPC savings
Case Study - Dynamic LP
Case Study - B2B LP
LP template
Conclusion
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Definition & needs Definition: a LP is where people "land" when they click on an ad banner, search engine result or email link, or when they visit a special promotional URL. Needs: Only 48% of marketers are building a new promotional page for each new marketing campaign. Otherwise, most of the time, they are using the product/service pages or existing ones (44%). Only 3% are automatically generating them whenever specific items are searched for. Among our marketer survey respondents who are actively using LP, the most fall into the 2-3 page group (23%) or the 10-99 page group (24%).

Considerations
Research by Dr. Gitte Linbdgarrd in Behavior and Information Technology indicated that Web users form first impressions of pages in as little as 50 milliseconds (1/20 of as second).
You have up to 8 seconds to convince visitors this page is for them and them alone. At most they will read 15 words.
Usability experts have found that people read about 25% slower on the web, and their perennial recommendation is to use 50% of the copy that you would use in printed material. The average American reads about 50 words online in 20 seconds - if they aren't distracted by other graphical elements.
Eye-tracking tests prove that people's eyes flick about a page, reading a few words here, a few words there. People read the first 3 words of paragraphs, bulleted items and then they often stop reading and skip on to the next paragraph and/or bulleted item.
Often men and Google users may never scroll or click to read more. The will make their yes/no decision entirely based on what they can see right away, and then convert or move on.

Goals Your ad convinced them to click. You landing page convince them to stick around for at least a minute and possibly do a bunch of fairly unpleasant stuff: - Do a bunch of reading (90 % of the population doesn't much like reading) - Laboriously type their name and address (only geeks use auto form fill) - Hand over a phone number so a telemarketer will pester them - Give an e-mail and take the risk of being spammed - Dig out a credit card and have it stolen by a phisher or fraudster - Pay for something This example shows excellent LP separation. Design & branding elements are consistent with the main site, but layout and user experience is dramatically different.

Key points
Elements of a LP might include:
Design elements that can have a direct impact on bail factor. Does this look professional or amateurish?
Wording in your headline and its relevance to the “individual” visitor
Graphics that apply directly to the key benefit of the page, rather than generic "fell good" stuff like unknown logos and clip art.
Overall length of copy, combined with perceived readability (tiny type, reverse type)
Layout: Will this be hard to figure out or does it look fairly straightforward?
Consistency equals to conversion. Ideally you want an individual to experience precisely the same wording, look, and feel through the entire conversion process. Ad headline => click link words => LP headline => LP submit button

Tactics for better conversions According to Marketing Sherpa survey on marketers, here are the best tactical elements tried on LP in order to improve conversion - rated from 1 to 5 (5 being the best). Source : Marketing Sherpa, Landing Page Survey, September 2007

“ Must have” recapitulative
Elements of a LP might include:
Logo (generally on the
Clickable Hero shot (to the left of the text if possible). Easier for human eye.
Conversion action link or button
Headline
Quick offer explanation
Longer product/service explanation
Links to more info
Deadlines
Forms and descroptive tags next to each field
Tagline describing what your brand does or stands for
Security and reassuring elements (BBB, TRUSTe and Verisign icons)
Testimonials: textual or include photos or audio/video (e.g. “as seen on TV”)
Technical specifications
Guarantees (e.g. create own trust labels: free shipping, money-back guarantee, etc.)
Rich Media elements (streamed video/audio, Flash)
Fine print at bottom (copyright, legal)

Reminder: additionally to the fact that you optimize conversion (less click to close a sale), Google also integrate it into the “quality score” formula – see below:
The historical CTR of the keyword and the matched ad on Google
Your account history, measured by the CTR of all the ads and keywords in your account
The historical CTR of the display URLs in the ad group
The quality of your landing page
The relevance of the keyword to the ads in its ad group
The relevance of the keyword and the matched ad to the search query
Your account's performance in the geographical region where the ad will be shown
GOOGLE Guidelines:
1/ Relevance and original content:
Users should be able to easily find what your ad promises.
Link to the page that provides the most useful information about the product. For instance, direct users to the page where they can buy the advertised product, rather than to a page with a description of several products.
Feature unique content that can't be found on another site
Provide substantial information

2/ Transparency:
Business info (About Us, Privacy Policy, Newsletter Opt Out, Registration explanation)
Honor the deals and offers you promote in your ad
Deliver products and services as promised (clearly mention up/X sales)
Avoid altering users' browser settings (i.e back button or browser window size)
3/ Navigability:
Provide a short and easy path for users to purchase the product or offer in your ad.
Avoid excessive use of pop-ups, pop-unders, and other obtrusive elements
Make sure that your landing page loads quickly. Refer to technical guidelines .
Results: In the present study , it is still very clear
that an optimized landing page generally results
in a lower CPC and a better average position. The
most important difference (-36%) concerned a very
competitive expression with just one keyword .
Source : Adviso Agency - March 2009

Case Study - dynamic LP 68.2 % of those who tested “altering LP dynamically depending on offers or search terms” reported that their conversions were "definitely better" after implementation.

Case Study – B2B LP Netgear is strongly promoting NAS solution trough SEM campaigns by purchasing NAS specific terms & competitor brands (Seagate NAS, WD NAS, TeraStation NAS, Storcenter NAS, etc.) with very pushy Ad text creatives. The landing page is well-designed and is focusing on generating product awareness (Flash Demo or “More details”) and purchase (“Buy Now). The comparison spreadsheet behind the 4 quick product presentations is very efficient to drive user to the right item. Netgear is also using Digital River platform (ex-Commerce5) and this landing page was added on the corporate site (netgear.com) as a prior qualifying layer to drive sales to online store (buynetgear.com).

LP template - general 1/ Make sure your graphics match any creating leading to them (banner ad). 2/ Keep it simple: Do not overload our LP with so many choices that they make no choice and bail. 3/ Arial or Verdana fonts were designed to look good on a computer screen. We still can't read black on white text as well as we can read white on black text. We cant's read WORDS THAT ARE ALL IN CAPS as well as we can read words that combine upper and lower case (brain as to read them letter by letter). 4/ Making a Web site less navigable will seem horribly counter-intuitive to most people, but that's what you may need to keep your visitors from getting distracted (only done by 39% of all marketers). We should remove the distracting vertical navigation bars, header tabs, hotlink-heavy footers. 5/ Make sure that critical element inside the upper 450 pixels of the pages are visible to almost all visitors without scrolling. 6/ 42% of the offer-related graphics on the LP visited are not clickable. A click on a product should result in more information about that product or a bigger shot of the item.

LP template - header 7/ Brand logo in the upper left corner of the screen to establish people are in the right place. 8/ Telephone numbers can help your landing page conversions in two ways: a) some consumers simply prefer to call in (e.g. for questions, for security/privacy purpose or to make sure there's a "real human being" behind the virtual presence). b) many consumers simply trust a LP more if there's a phone number. You show you are willing, ready and able to be contacted. They feel secure even if they never contact you. 9/ Your headline should exactly match the headline clicked from (or search engine keyword term a visitor used to find you) as much as possible. Exactly matching verbiage is far better than a close match. 10/ Get ride of words such as "we" and "our" in favor of words like "You" and "Your". Incoming readers want to know about themselves. 11/ People read the tops and bottoms of paragraphs and/or bulleted items before they read the middles (if they bother to read the middles at all) and then they often stop reading and skip on to the next thing.. Your 1st and last items will be the most read.

LP template - body copy 12/ The 2nd most important headline is your call to action "on" the hotlinked text-line and/or submit button itself. It should match the headline. Call-to-action-buttons should be in the best sense, be like aggressive sales people - obvious and exactly where you would expect them when it's time to buy. Button have to be in pretty basic colors: red, grey and green. 13/ Put enough content above the fold (20-300 words, critical images, conversion click link) so visitors can make a bail/no-bail decision without scrolling or visiting more pages. 14/ The human eye is happiest reading text in a 10-12 or larger point typeface. 15/ The use of images, especially people, as well as the entire "page clutter" concern, is vastly different between thee US and Asia. 16/ In initial test, 6% of total homepage visitors clicked on the link to view the video testimonial. These visitors tend to be busy executives from medium-sized companies. Their willingness to watch a video indicated that this tactic was appealing.

LP template - body copy 17/ The 3rd most important copy is the body copy. This is all other copy, including subheads, bulleted lists, guarantees, testimonials and descriptions, etc. Most of the LP employed a simple-two column design. Fewer columns generally outperform more. More columns equals to confusion. The eye may not be sure where to look. That's why Google's main (organic) search results and Amazon's product search results are always in a single-column list. Human eyes are trained to comprehend a list of things in vertical list format. Body copy paragraph should be less longer than 4 1/2 lines. Columns of text should be no longer than 40-60 characters wide (preferably layout multiple vertical columns). However, it is not recommended to build too much vertical columns. Your body copy should not digress or otherwise go off point. It's meant to explain the headline and conversion offer. If you lose focus, you loose conversions. It's that simple. Test turning prose content into charts. Longer copy tends to work for: - Hard offers (buy now) for pricely sales - product costing more than 500$ - Technical products - if a buying decision requires pages of technical specs, then post pages of technical specs

LP template - navigation 18/ Add "About Us" blurbs to every conceivable entry point. Merchant Brand matters. The content in it emphasize why people should buy from you rather than someone else offering the exact same item. Those reasons go beyond price alone. This is a good place to pop in all that feel-secure info (HackersSafe, Verisign, etc). It's also a great place to put any evidence of tangible offline existence, such as a photo of your flag store or a real-life customer service person waiting to answer questions. 19/ Also have the classical pack at the bottom of the page: Privacy Policy link, Legal Notice (required for France) and FAQ.

Conclusion The single greatest obstacle to optimize landing pages is a lack of resources, and often the most precious of those is the time of in-house developers. Since optimizing LP can a profound impact on ultimate conversion, we wanted to explore more the tactics for getting optimal results from in-house resources by implementing a template for transactional products (B2C, less than $500 purchasing value). B2B products (e.g. BlackArmor® NAS) would be another field to explore and may require a different template. Obstacles to optimize Landing pages

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Landing Page Optimization Study: Improve conversions on Lead Generation campaigns

by Matthieu Dejardins

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Landing Page Optimization Study: Improve conversions on Lead Generation campaigns Presentation Transcript