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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
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
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
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 …

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!

Published in: Marketing, Technology, Business
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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
  • Transcript

    • 1. &HOSTED BY: MAKE THEM ALL CLICK!FAIL-SAFE WAYS TO CONVERT YOUR LEADS
    • 2. Presenters • Oli Gardner – Co-Founder of Unbounce – @oligardner • Sam Owen – Associate Director of Paid Search at Hanapin Marketing – @SamOwenPPC #thinkppc Presenters
    • 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. 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. 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. Start With Traffic That Converts Where are you buying your traffic from? #thinkppc Start With Traffic That Converts
    • 7. Start With Traffic That Converts #thinkppc Start With Traffic That Converts
    • 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. Aware Account Structure Where are your visitors in the funnel? #thinkppc Aware Account Structure
    • 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. Optimize For Conversions #thinkppc Optimize for Conversions
    • 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. Respect Traffic Differences Bid Up For This Traffic #thinkppc Respect Traffic Differences
    • 14. Respect Traffic Differences Should my ad speak differently to Democrats vs. Republicans? #thinkppc Respect Traffic Differences
    • 15. Respect Traffic Differences Mobile Users and Desktop Users Respond to different messages – who knew? #thinkppc Respect Traffic Differences
    • 16. Track Calls Which one of these ads is better? #thinkppc Track Calls
    • 17. Track Calls How To Track? • AdWords Call Extensions • Clicks On Mobile Site #s • 3rd Party Tracking #thinkppc Track Calls
    • 18. Align Your Message Fact about me: I love football #thinkppc Align Message
    • 19. Align Your Ad’s Message #thinkppc Align Your Ad’s Message
    • 20. Align Your Message Oh, there it is. On a completely different page…#thinkppc Align Your Message
    • 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. Align Your Message Remember - Context is key Let’s advertise an AdWords certification whitepaper here #thinkppc Align Your Message
    • 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. 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. Be Smart With Remarketing Target At The Right Time #thinkppc Be Smart With Remarketing
    • 26. Be Smart With Remarketing Test Frequency Capping #thinkppc Be Smart With Remarketing
    • 27. Be Smart With Remarketing Give Them A Reason To Come Back! #thinkppc Be Smart With Remarketing
    • 28. is this next page a delightful experience? #thinkppc
    • 29. worst landing page ever
    • 30. millions of clicks every day
    • 31. what, exactly, is a landing page? SECONDS #thinkppc
    • 32. 5 Essential Elements
    • 33. 1. Unique Selling Proposition (USP) 5 Essential Elements
    • 34. 1. Unique Selling Proposition (USP) 2. Hero shot 5 Essential Elements
    • 35. 1. Unique Selling Proposition (USP) 2. Hero shot 3. Benefit statements 5 Essential Elements
    • 36. 1. Unique Selling Proposition (USP) 2. Hero shot 3. Benefit statements 4. Proof 5 Essential Elements
    • 37. 1. Unique Selling Proposition (USP) 2. Hero shot 3. Benefit statements 4. Proof 5. Call-to-Action (CTA) 5 Essential Elements
    • 38. EXPERIENCES
    • 39. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA. #thinkppc
    • 40. competing for attention with our campaign goal
    • 41. Attention Ratio 130:1
    • 42. ATTENTION RATIO …the ratio of interactive elements (links) on the page, to the number of campaign conversion goals (which is always one).
    • 43. your homepage for campaign traffic
    • 44. BRAND CENTRAL STATION
    • 45. what if the ad went to a dedicated landing page?
    • 46. Attention Ratio 1:1
    • 47. delightful!
    • 48. Attention Ratio 6:1 Conversion Rate 48.82% Attention Ratio 1:1 Conversion Rate 64.29% + 31%
    • 49. conversion lift +78%
    • 50. 6 options24 options 10x people bought jam Source: S.S. Iyengar and M. R. Leper 2000
    • 51. AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
    • 52. landing pages ask a yes/no question #thinkppc
    • 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. you broke the scent trail
    • 55. let’s click another ad
    • 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. Great Message Match
    • 58. project management software for teams Project Management Software www.atlassian.com/project-mgmt Free Trial. Track, Manage & Launch with JIRA. #thinkppc
    • 59. strong message match can improve your quality score #thinkppc
    • 60. EXPERIENCES
    • 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. mention of next day delivery
    • 63. award for WORST LANDING EXPERIENCE perhaps
    • 64. NEVER START A MARKETING CAMPAIGN without a dedicated landing page
    • 65. also known as the principle #thinkppc
    • 66. take a look at this landing page
    • 67. first impressions?
    • 68. the
    • 69. close your eyes
    • 70. clarity is great
    • 71. unless you’re being clear about the wrong things
    • 72. YOU’RE GOING THE WRONG WAY
    • 73. S ARE SENSITIVE
    • 74. Source: Michael Aagard, ContentVerve.com
    • 75. Get more done. No Gimmicks, no credit card. removing “gimmicks” resulted in a conversion lift of 25%
    • 76. A methodology for landing page content alignment
    • 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. 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. campaign goal download a whitepaper
    • 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. 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. if your visitors need to think they won’t convert
    • 83. #thinkppc
    • 84. ATTENTION RATIO 163:1
    • 85. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS
    • 86. ATTENTION RATIO 163:1 IMAGE SLIDER LOAD TIME 26 SECONDS ZERO MENTION OF LANDING PAGES
    • 87. 8% OF MEN ARE COLOR BLIND
    • 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. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
    • 90. *I get it wrong too 1 1 Super generic headline THE LANDING PAGE*
    • 91. Let’s try that again
    • 92. THE CLICK SOURCE The Smart Marketers Landing Page Conversion Course
    • 93. Co-branding1 1 2 Contextual welcome 2 Author reinforcement 3 3 THE LANDING PAGE
    • 94. context also relates to trust
    • 95. I don’t believe you
    • 96. how to use testimonials
    • 97. video vs. text video version conversion lift of 25%
    • 98. TRUST SIGNALS are the most subjective element on your landing page
    • 99. testimonials
    • 100. alwaystestyourmonials
    • 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. #thinkppc Live Q&A Time!
    • 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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