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
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
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.
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
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.
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.
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.
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
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.
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
Price + Sale Price
Buy Now button
Everything above the fold
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: email@example.com Website: http://www.igesso.com Blog: http://www.semgeek.com DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp