&HOSTED BY:
MAKE THEM ALL CLICK!FAIL-SAFE WAYS TO CONVERT YOUR LEADS
Presenters
• Oli Gardner
– Co-Founder of Unbounce
– @oligardner
• Sam Owen
– Associate Director of Paid Search
at Hanapin ...
Join the conversation
• Include the hashtag #thinkppc in your Twitter
tweets.
Or use the webinar question box to send us
q...
Live Poll Question #1
How long have you been in PPC?
#thinkppc
A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years
#...
Live Poll Question #2
Where do you send most of your traffic?
#thinkppc
A. Homepage
B. Deeper page on my site
C. Dedicated...
Start With Traffic That Converts
Where are you buying your
traffic from?
#thinkppc
Start With Traffic That Converts
Start With Traffic That Converts
#thinkppc
Start With Traffic That Converts
Help The Traffic That Doesn’t
Not clicking?
Change the ad
Clicking but not converting?
Change the offer
#thinkppc
Help The...
Aware Account Structure
Where are your visitors in the funnel?
#thinkppc
Aware Account Structure
Aware Account Structure
Campaign A: Low Awareness
[what is ppc]
[do I need ppc]
[what are landing pages]
[do I need landin...
Optimize For Conversions
#thinkppc
Optimize for Conversions
Respect Traffic Differences
Speak to your users in the right way, at the
right time, in the right place:
Day Parting
Loc...
Respect Traffic Differences
Bid Up For
This Traffic
#thinkppc
Respect Traffic Differences
Respect Traffic Differences
Should my ad speak differently
to Democrats vs. Republicans?
#thinkppc
Respect Traffic Differe...
Respect Traffic Differences
Mobile Users and Desktop Users Respond
to different messages – who knew?
#thinkppc
Respect Tra...
Track Calls
Which one of these ads is better?
#thinkppc
Track Calls
Track Calls
How To Track?
• AdWords Call Extensions
• Clicks On Mobile Site #s
• 3rd Party Tracking
#thinkppc
Track Calls
Align Your Message
Fact about me: I love football
#thinkppc
Align Message
Align Your Ad’s Message
#thinkppc
Align Your Ad’s Message
Align Your Message
Oh, there it is. On
a completely
different page…#thinkppc
Align Your Message
Align Your Message
The exact same thing happens with
your text ads. Only with search the
user has spelled out what they’re...
Align Your Message
Remember - Context is key
Let’s advertise an
AdWords certification
whitepaper here
#thinkppc
Align Your...
Be Smart With Remarketing
6.13%
8.06%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
8.00%
9.00%
Search Campaigns Remarke...
Be Smart With Remarketing
Not all of your visitors are ready to commit on the first
visit. Use remarketing to make sure yo...
Be Smart With Remarketing
Target At The Right Time
#thinkppc
Be Smart With Remarketing
Be Smart With Remarketing
Test Frequency Capping
#thinkppc
Be Smart With Remarketing
Be Smart With Remarketing
Give Them A Reason To Come Back!
#thinkppc
Be Smart With Remarketing
is this next page a
delightful
experience?
#thinkppc
worst landing page ever
millions of clicks
every day
what,
exactly, is a
landing
page?
SECONDS
#thinkppc
5 Essential Elements
1. Unique Selling
Proposition (USP)
5 Essential Elements
1. Unique Selling Proposition
(USP)
2. Hero shot
5 Essential Elements
1. Unique Selling Proposition
(USP)
2. Hero shot
3. Benefit statements
5 Essential Elements
1. Unique Selling Proposition
(USP)
2. Hero shot
3. Benefit statements
4. Proof
5 Essential Elements
1. Unique Selling Proposition
(USP)
2. Hero shot
3. Benefit statements
4. Proof
5. Call-to-Action (CTA)
5 Essential Elemen...
EXPERIENCES
project management software for teams
Project Management Software
www.atlassian.com/project-mgmt
Free Trial. Track, Manage...
competing for attention
with our campaign goal
Attention
Ratio
130:1
ATTENTION RATIO
…the ratio of interactive elements
(links) on the page, to the number
of campaign conversion goals
(which ...
your homepage
for campaign traffic
BRAND CENTRAL STATION
what if the ad went to a
dedicated landing page?
Attention
Ratio
1:1
delightful!
Attention Ratio 6:1
Conversion Rate 48.82%
Attention Ratio 1:1
Conversion Rate 64.29%
+ 31%
conversion lift
+78%
6 options24 options
10x people
bought jam
Source: S.S. Iyengar and M. R. Leper 2000
AS ATTENTION RATIO
GOES DOWN,
CONVERSION RATES
GO UP
landing pages
ask a yes/no question
#thinkppc
project management software for teams
Business Tools for Teams
www.google.com/apps/business
Get email, calendar, docs & mo...
you broke the scent trail
let’s click another ad
free help desk software
The #1 Free Helpdesk Tool!
www.freshdesk.com/
Ticketing, kbase, forums & more.
Signup for a free 3...
Great
Message
Match
project management software for teams
Project Management Software
www.atlassian.com/project-mgmt
Free Trial. Track, Manage...
strong message match can
improve your quality score
#thinkppc
EXPERIENCES
next day flower delivery
Next Day Flower Deliveries UK
www.iflorist.co.uk/NextDayFlowers
Get 10% Off A Beautiful Range Of
...
mention of
next day delivery
award for
WORST
LANDING
EXPERIENCE
perhaps
NEVER START A
MARKETING
CAMPAIGN
without a
dedicated landing page
also known as the
principle
#thinkppc
take a look at this landing page
first impressions?
the
close your eyes
clarity is great
unless you’re
being clear about the
wrong things
YOU’RE GOING THE WRONG WAY
S
ARE SENSITIVE
Source: Michael Aagard, ContentVerve.com
Get more done.
No Gimmicks, no credit card.
removing “gimmicks” resulted in a
conversion lift of 25%
A methodology for landing page content alignment
Page Element Content Score
Headline
Subhead
Hero shot
Intro
Bullets
Form header
Form fields
Testimonial
Learn more
Why
Pri...
Page Element Content Score
Headline Ocean of data instantly become security intelligence
Subhead Whitepaper download: the ...
campaign goal
download a whitepaper
Page Element Content Score
Headline Ocean of data instantly become security intelligence
Subhead Whitepaper download: the ...
Page Element Content Score
Headline Ocean of data instantly become security intelligence 0
Subhead Whitepaper download: th...
if your visitors need to think
they won’t convert
#thinkppc
ATTENTION
RATIO
163:1
ATTENTION
RATIO
163:1
IMAGE SLIDER
LOAD TIME
26 SECONDS
ATTENTION
RATIO
163:1
IMAGE SLIDER
LOAD TIME
26 SECONDS
ZERO MENTION
OF LANDING
PAGES
8%
OF MEN ARE
COLOR BLIND
…matching the style and context of the
conversation* established prior to a click,
with the experience that follows.
CONVE...
THE CLICK SOURCE
The Smart Marketers Landing Page Conversion Course
*I get it
wrong too
1
1 Super
generic
headline
THE LANDING PAGE*
Let’s try that again
THE CLICK SOURCE
The Smart Marketers Landing Page Conversion Course
Co-branding1
1
2
Contextual
welcome
2
Author
reinforcement
3
3
THE LANDING PAGE
context also
relates to trust
I don’t believe you
how to use testimonials
video vs. text
video version
conversion lift of 25%
TRUST SIGNALS
are the most subjective element
on your landing page
testimonials
alwaystestyourmonials
#thinkppc
Live Poll Question #3
Would you like help with your PPC accounts, or
landing pages?
a) Free account assessment f...
#thinkppc
Live Q&A Time!
Thank you for attending our webinar! #thinkppc
Have more
questions?
Hanapin Feedback: marketing@hanapinmarketing.com
Unbou...
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
Make Them All Click! Fail-Safe Ways To Convert Your Leads
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Make Them All Click! Fail-Safe Ways To Convert Your Leads

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In PPC, your job doesn't stop with acquiring traffic. Traffic needs to end up doing something of value or otherwise you've wasted money and no one wants to do that! You know that every marketing campaign needs a dedicated landing page, but maybe you're dealing with a less-than-great website (and there's no option to change it at the moment) or you're running into some road blocks with landing pages. Either way, its not always easy to make sure you have all best details in place or if you do, making sure you are optimizing to the best potential possible.

So what are some non-landing and landing page tricks for improving conversion rate?

In the recording, Unbounce and Hanapin Marketing experts, Oli Gardner and Sam Owen, discuss conversion rate optimization (CRO) and take you through optimizing your PPC before and after your users touch a landing page.

You'll get expert-level PPC tips like:

*Non-landing and landing page tricks for improving conversion rate
*How to optimize for your customers' awareness levels
*Learning to define the customer pain and pain relief

Start improving your conversion rates today and learn some great tips from some of the industry's best CRO experts!

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  • your homepage can’t do that
  • award winning - I don’t give a shit!
  • chicken story
  • there’s don’t make me work hard
    and there’s
    don’t make me think about THAT! wwww gross
  • Actually talk through this
  • Make Them All Click! Fail-Safe Ways To Convert Your Leads

    1. 1. &HOSTED BY: MAKE THEM ALL CLICK!FAIL-SAFE WAYS TO CONVERT YOUR LEADS
    2. 2. Presenters • Oli Gardner – Co-Founder of Unbounce – @oligardner • Sam Owen – Associate Director of Paid Search at Hanapin Marketing – @SamOwenPPC #thinkppc Presenters
    3. 3. Join the conversation • Include the hashtag #thinkppc in your Twitter tweets. Or use the webinar question box to send us questions. #thinkppc Join the Conversation
    4. 4. Live Poll Question #1 How long have you been in PPC? #thinkppc A. Less than 1 year B. 1-3 years C. 3-5 years D. 5+ years #thinkppc Live Poll Question #1
    5. 5. Live Poll Question #2 Where do you send most of your traffic? #thinkppc A. Homepage B. Deeper page on my site C. Dedicated landing page for each campaign D. Not sure E. I’m not currently buying traffic #thinkppc Live Poll Question #2
    6. 6. Start With Traffic That Converts Where are you buying your traffic from? #thinkppc Start With Traffic That Converts
    7. 7. Start With Traffic That Converts #thinkppc Start With Traffic That Converts
    8. 8. Help The Traffic That Doesn’t Not clicking? Change the ad Clicking but not converting? Change the offer #thinkppc Help The Traffic That Doesn’t
    9. 9. Aware Account Structure Where are your visitors in the funnel? #thinkppc Aware Account Structure
    10. 10. Aware Account Structure Campaign A: Low Awareness [what is ppc] [do I need ppc] [what are landing pages] [do I need landing pages] Campaign B: Problem Aware [how to hire a ppc agency] [create landing pages] Campaign C: High Awareness [hire hanapin marketing] [get unbounce account] Download Introduction to PPC/CRO eBook Register for relevant webinar Sign up for free trial / solutions blueprint PPC Structure Campaign Goal #thinkppc Aware Account Structure
    11. 11. Optimize For Conversions #thinkppc Optimize for Conversions
    12. 12. Respect Traffic Differences Speak to your users in the right way, at the right time, in the right place: Day Parting Location Targeting Device Adjustments Mobile Preferred Ads & Sitelinks #thinkppc Respect Traffic Differences
    13. 13. Respect Traffic Differences Bid Up For This Traffic #thinkppc Respect Traffic Differences
    14. 14. Respect Traffic Differences Should my ad speak differently to Democrats vs. Republicans? #thinkppc Respect Traffic Differences
    15. 15. Respect Traffic Differences Mobile Users and Desktop Users Respond to different messages – who knew? #thinkppc Respect Traffic Differences
    16. 16. Track Calls Which one of these ads is better? #thinkppc Track Calls
    17. 17. Track Calls How To Track? • AdWords Call Extensions • Clicks On Mobile Site #s • 3rd Party Tracking #thinkppc Track Calls
    18. 18. Align Your Message Fact about me: I love football #thinkppc Align Message
    19. 19. Align Your Ad’s Message #thinkppc Align Your Ad’s Message
    20. 20. Align Your Message Oh, there it is. On a completely different page…#thinkppc Align Your Message
    21. 21. Align Your Message The exact same thing happens with your text ads. Only with search the user has spelled out what they’re looking for… #thinkppc Align Your Message
    22. 22. Align Your Message Remember - Context is key Let’s advertise an AdWords certification whitepaper here #thinkppc Align Your Message
    23. 23. Be Smart With Remarketing 6.13% 8.06% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 9.00% Search Campaigns Remarketing Conversion Rates #thinkppc Be Smart With Remarketing
    24. 24. Be Smart With Remarketing Not all of your visitors are ready to commit on the first visit. Use remarketing to make sure you are there when they make their decision. Display Remarketing Dynamic Remarketing Remarketing For Search #thinkppc Be Smart With Remarketing
    25. 25. Be Smart With Remarketing Target At The Right Time #thinkppc Be Smart With Remarketing
    26. 26. Be Smart With Remarketing Test Frequency Capping #thinkppc Be Smart With Remarketing
    27. 27. Be Smart With Remarketing Give Them A Reason To Come Back! #thinkppc Be Smart With Remarketing
    28. 28. is this next page a delightful experience? #thinkppc
    29. 29. worst landing page ever
    30. 30. millions of clicks every day
    31. 31. what, exactly, is a landing page? SECONDS #thinkppc
    32. 32. 5 Essential Elements
    33. 33. 1. Unique Selling Proposition (USP) 5 Essential Elements
    34. 34. 1. Unique Selling Proposition (USP) 2. Hero shot 5 Essential Elements
    35. 35. 1. Unique Selling Proposition (USP) 2. Hero shot 3. Benefit statements 5 Essential Elements
    36. 36. 1. Unique Selling Proposition (USP) 2. Hero shot 3. Benefit statements 4. Proof 5 Essential Elements
    37. 37. 1. Unique Selling Proposition (USP) 2. Hero shot 3. Benefit statements 4. Proof 5. Call-to-Action (CTA) 5 Essential Elements
    38. 38. EXPERIENCES
    39. 39. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA. #thinkppc
    40. 40. competing for attention with our campaign goal
    41. 41. Attention Ratio 130:1
    42. 42. ATTENTION RATIO …the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one).
    43. 43. your homepage for campaign traffic
    44. 44. BRAND CENTRAL STATION
    45. 45. what if the ad went to a dedicated landing page?
    46. 46. Attention Ratio 1:1
    47. 47. delightful!
    48. 48. Attention Ratio 6:1 Conversion Rate 48.82% Attention Ratio 1:1 Conversion Rate 64.29% + 31%
    49. 49. conversion lift +78%
    50. 50. 6 options24 options 10x people bought jam Source: S.S. Iyengar and M. R. Leper 2000
    51. 51. AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
    52. 52. landing pages ask a yes/no question #thinkppc
    53. 53. project management software for teams Business Tools for Teams www.google.com/apps/business Get email, calendar, docs & more built for team productivity.
    54. 54. you broke the scent trail
    55. 55. let’s click another ad
    56. 56. free help desk software The #1 Free Helpdesk Tool! www.freshdesk.com/ Ticketing, kbase, forums & more. Signup for a free 30-day trial,now! #thinkppc
    57. 57. Great Message Match
    58. 58. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA. #thinkppc
    59. 59. strong message match can improve your quality score #thinkppc
    60. 60. EXPERIENCES
    61. 61. next day flower delivery Next Day Flower Deliveries UK www.iflorist.co.uk/NextDayFlowers Get 10% Off A Beautiful Range Of Flowers Arranged By Local Florists
    62. 62. mention of next day delivery
    63. 63. award for WORST LANDING EXPERIENCE perhaps
    64. 64. NEVER START A MARKETING CAMPAIGN without a dedicated landing page
    65. 65. also known as the principle #thinkppc
    66. 66. take a look at this landing page
    67. 67. first impressions?
    68. 68. the
    69. 69. close your eyes
    70. 70. clarity is great
    71. 71. unless you’re being clear about the wrong things
    72. 72. YOU’RE GOING THE WRONG WAY
    73. 73. S ARE SENSITIVE
    74. 74. Source: Michael Aagard, ContentVerve.com
    75. 75. Get more done. No Gimmicks, no credit card. removing “gimmicks” resulted in a conversion lift of 25%
    76. 76. A methodology for landing page content alignment
    77. 77. Page Element Content Score Headline Subhead Hero shot Intro Bullets Form header Form fields Testimonial Learn more Why Privacy statement Call-to-Action TOTAL 0/24
    78. 78. Page Element Content Score Headline Ocean of data instantly become security intelligence Subhead Whitepaper download: the next generation firewall is here Hero shot Photo of a man holding some paper which is obscured Intro Watchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices. Bullets Blazing fast throughput Form header Download your whitepaper! Complete the required fields Form fields Country, province/state, phone number Testimonial It’s about the product not the value in the whitepaper Learn more Again, it’s about the product Why About the product, not the form goal which is whitepaper Privacy statement sell, nasty, spam Call-to-Action Get my offer TOTAL 0/24
    79. 79. campaign goal download a whitepaper
    80. 80. Page Element Content Score Headline Ocean of data instantly become security intelligence Subhead Whitepaper download: the next generation firewall is here Hero shot Photo of a man holding some paper which is obscured Intro Watchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices. Bullets Blazing fast throughput Form header Download your whitepaper! Complete the required fields Form fields Country, province/state, phone number Testimonial It’s about the product not the value in the whitepaper Learn more Again, it’s about the product Why About the product, not the form goal which is whitepaper Privacy statement sell, nasty, spam Call-to-Action Get my offer TOTAL 0/24
    81. 81. Page Element Content Score Headline Ocean of data instantly become security intelligence 0 Subhead Whitepaper download: the next generation firewall is here 1 Hero shot Photo of a man holding some paper which is obscured 1 Intro Watchguard XTM is the next generation firewall of choice for businesses and enterprises alike providing best in class network security at affordable prices. 0 Bullets Blazing fast throughput 0 Form header Download your whitepaper! Complete the required fields 1 Form fields Country, province/state, phone number 0 Testimonial It’s about the product not the value in the whitepaper 0 Learn more Again, it’s about the product 0 Why About the product, not the form goal which is whitepaper 0 Privacy statement sell, nasty, spam 0 Call-to-Action Get my offer 0 TOTAL 3/24
    82. 82. if your visitors need to think they won’t convert
    83. 83. #thinkppc
    84. 84. ATTENTION RATIO 163:1
    85. 85. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS
    86. 86. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS ZERO MENTION OF LANDING PAGES
    87. 87. 8% OF MEN ARE COLOR BLIND
    88. 88. …matching the style and context of the conversation* established prior to a click, with the experience that follows. CONVERSATION CONTEXT *Which most often comes into play when linking to a landing page from an article, blog post, online course or email.
    89. 89. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
    90. 90. *I get it wrong too 1 1 Super generic headline THE LANDING PAGE*
    91. 91. Let’s try that again
    92. 92. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
    93. 93. Co-branding1 1 2 Contextual welcome 2 Author reinforcement 3 3 THE LANDING PAGE
    94. 94. context also relates to trust
    95. 95. I don’t believe you
    96. 96. how to use testimonials
    97. 97. video vs. text video version conversion lift of 25%
    98. 98. TRUST SIGNALS are the most subjective element on your landing page
    99. 99. testimonials
    100. 100. alwaystestyourmonials
    101. 101. #thinkppc Live Poll Question #3 Would you like help with your PPC accounts, or landing pages? a) Free account assessment from Hanapin (for account spending more than 20k/mo) b) 50% off Unbounce for three months (following 30-day free trial) c) No thanks d) Both
    102. 102. #thinkppc Live Q&A Time!
    103. 103. Thank you for attending our webinar! #thinkppc Have more questions? Hanapin Feedback: marketing@hanapinmarketing.com Unbounce Feedback: oli@unbounce.com

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