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2009 Philly Search Camp Advanced Landing Pages
 

2009 Philly Search Camp Advanced Landing Pages

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    2009 Philly Search Camp Advanced Landing Pages 2009 Philly Search Camp Advanced Landing Pages Presentation Transcript

    • ADVANCED LANDING PAGESTRATEGIES
      Presented by: Greg Meyers
      1
    • OVERVIEW
      Why Landing Pages are important
      Most important elements of a Landing Page
      Examples of Good vs. Bad
      A/B Test Examples
      Where an existing webpage works well
      Monetize Every Conversion Event
      What elements are worth testing
      Why SEO Your Landing Page
      PPC Landing Pages – Search vs. Content Network
      More Landing Page Resources
      2
    • WHY ARE THEY IMPORTANT?
      • One chance to make a First Impression
      • Consumer has high expectations
      • A lot of online competition
      • Comparison Online Shopping
      • Creates Premier Testing Vehicle
      • Recommended for Optimal Google Adwords Quality Score
      3
    • MOST IMPORTANT ELEMENTS
      All Important Information above the fold
      Functionality to engage and create interaction
      Signup, contact us, live chat
      Buy Now, Pre-order
      Call to Action
      Tell a Quick Story
      Engaging Photography
      Consumer friendly content
      4
    • GOOD vs BAD EXAMPLES
      BAD
      GOOD
      5
    • EXAMPLE OF GOOD LP
      TOLL-FREE PHONE NUMBER
      • NOTE: This will affect online conversions, so either use a different number or get 3rd party Pay-per call service
      6
    • EXAMPLE OF GOOD LP
      LIVE HELP SERVICE
      • NOTE: This will affect online conversions, so make sure to track all conversions through this 3rd party software.
      7
    • EXAMPLE OF GOOD LP
      VISUAL OF PRODUCT/SERVICE
      • Photo represents a feeling of “Trust” with consumer and leaves the client more comfortable about what they would get if they decided to purchase
      8
    • EXAMPLE OF GOOD LP
      Predicted USP (Unique Selling Proposition
      • This is a good example of a compelling USP because Clickable identifies with the common issues that prospect’s are finding a better solution for.
      9
    • EXAMPLE OF GOOD LP
      Compelling Call to Action to generate qualified leads
      • Offering a FREE trial is one of the best CTA’s you can have a on any Landing Page.
      10
    • EXAMPLE OF GOOD LP
      Authoritative/Compatibility Symbols
      • Not only having the logos on the SE’s on this page validate the compatibility of the software, it provides a level of “warm & fuzziness” with the visitor.
      11
    • EXAMPLE OF GOOD LP
      “To the Point” Bullet Points
      • Very “eye-catching” and calculated content. Identifies again about what matters most to the visitor viewing this page. (also above the fold
      12
    • EXAMPLE OF BAD LP
      WHY THIS IS BAD?
      • Visually Not Appealing
      • No Call to Action
      • No Visual Example
      • No USP (Unique Selling Proposition)
      • It’s a company selling you about Web Promotion and they cannot even sell themselves.
      13
    • A/B TESTING
      Make only one (1) change per LP Test
      Offer based usually biggest conversion difference
      Don’t micromanage your testing
      Create different Testing Phases
      Phase I: Offer
      Phase II: Winning Element + New Element
      Phase III: Win Element + Win Element + New
      14
    • A/B TESTING
      15
    • A/B TESTING
      16
    • A/B TESTING
      17
    • WHERE EXISTING PAGE WORKS
      WHY THIS IS GOOD
      • Visually Appealing
      • Product Description
      • Product Photo
      • Price + Sale Price
      • Buy Now button
      • Description
      • Extended Description
      • Everything above the fold
      18
    • MONETIZE EVERYTHING
      Contact Form submissions
      Email Newsletter Signups
      Customer Reviews
      Putting an item in the Shopping Cart
      Phone Call using # on website
      Live Chat Help
      Making a Purchase
      19
    • ELEMENTS WORTH TESTING
      Photography
      Different Offers
      Free Trial vs. 20% off
      Buy one get one
      Free Gift for orders over $200
      Same Product Variations
      Deluxe vs. Standard
      Popular colors
      Different Models
      20
    • WHY SEO YOUR LANDING PAGE
      PPC: Optimized for Google Quality Score (ie. better rank, lower CPC,….)
      Usability: Provides a more clear visual understanding of your specific product or service
      Organic Search: Make it also useful to be indexed for FREE Organic Ranking. Obvious elements include
      <TITLE>
      <H1>
      <a href>
      Anchor text
      content
      21
    • SEARCH vs. CONTENT NETWORK
      Search Network
      Google Quality Score Algorithm requires good SEO fundamentals
      Balance SEO with Conversion elements
      Achieve faster QS with Search than Content
      Search Engines users have different intent than Content Network (blogs, news sites, etc..)
      Content Network
      Has a different QS Algorithm
      Requires more SEO and Content
      Much longer to reach good QS due to low CTR%
      22
    • LANDING PAGE RESOURCES
      Always be testing
      - Bryan Eisenberg
      Landing Page Optimization
      - Tim Ash
      23
    • Thank You!
      Trellian Keyword Discovery OFFER!
      Get 20% OFF Discount & FREE 20 Minute Tutorial
      www.igesso.com/KeywordDiscovery
      Greg Meyers– Founder, iGESSOInternet Marketing
      Phone: (610) 827-0121, Email: greg@igesso.com
      Website: http://www.igesso.com
      Blog: http://www.semgeek.com
      DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp