How can we improve the effectiveness of a direct response campaign?<br />
There are 3 ways to improve the effectiveness of a DR campaign:<br />Buying effectivelly! It’s a Media agency’s responsibi...
Improving the effectiveness of a campaign<br />Advert<br />Landing page<br />Successful order<br />% Conversions<br />% CT...
Landing Pages<br />How to improve their effectiveness?<br />
1. The Advertisement & Landing page should compliment each other<br />Get it together with giffgaff<br />
2. Make sure your Headline is effective<br />Headlines should not confuse, bore but compel a visitor to take a closer look...
3. Impeccable grammar<br />The trust of a visitor will be risked if there are spelling errors and sloppy grammar<br />
4. Taking advantage of trust indicators<br />Relevant clients<br />3rd party trust and security verification<br />Customer...
5. Avoid using any link<br />On a landing page, simplicity is key. <br />
6. Use images that relate to copy<br />Product images or testimonials can have a positive impact on viewers.<br />
7. Keep it above the fold<br />Keep the most important bits on top, including the CTA<br />
8. Follow UX conventions and success cases<br />A 1 column layout works much better than a 2 column layout<br />Forms shou...
Welcome To Our New Landing Page<br />Start Here<br />Find address<br />Tell me about giffgaff offers<br />By clicking the ...
This is version 1/99   Want to help us do the 99 we’ve got left?<br />Get your Free giffgaff SIM card<br />Start Here<br ...
One overlay. Unique to all landing pages. <br />giffgaff prices<br />Get your Free SIM card<br />giffgaff goodybags<br />S...
How PAF validation will work @ giffgaff<br />
Get your Free giffgaff SIM card<br />Start Here<br />Once you join giffgaff you’ll get:<br />great value goodybags<br />Fo...
Get your Free giffgaff SIM card<br />Start Here<br />Once you join giffgaff you’ll get:<br />great value goodybags<br />Fo...
Get your Free giffgaff SIM card<br />Start Here<br />Once you join giffgaff you’ll get:<br />great value goodybags<br />Fo...
Get your Free giffgaff SIM card<br />Start Here<br />Once you join giffgaff you’ll get:<br />great value goodybags<br />Fi...
Thanks<br />
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Landing Page & PAF

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Landing Page & PAF

  1. 1. How can we improve the effectiveness of a direct response campaign?<br />
  2. 2. There are 3 ways to improve the effectiveness of a DR campaign:<br />Buying effectivelly! It’s a Media agency’s responsibility to make sure we get the best ROI by Improving targeting & getting better deals. <br />Effective banners! Having an effective banner with a strong CTA & Messaging. <br />Effective landing pages. Having a landing page that is relevant to the add and converts effectively. <br />
  3. 3. Improving the effectiveness of a campaign<br />Advert<br />Landing page<br />Successful order<br />% Conversions<br />% CTR<br />Low % CTR + High % Conversions  Ineffective Advert / Effective Landing page<br />High % CTR + Low % Conversions  Effective Advert? / Ineffective landing page<br />High % CTR + High % Conversions  Effective campaign<br />
  4. 4. Landing Pages<br />How to improve their effectiveness?<br />
  5. 5. 1. The Advertisement & Landing page should compliment each other<br />Get it together with giffgaff<br />
  6. 6. 2. Make sure your Headline is effective<br />Headlines should not confuse, bore but compel a visitor to take a closer look<br />
  7. 7. 3. Impeccable grammar<br />The trust of a visitor will be risked if there are spelling errors and sloppy grammar<br />
  8. 8. 4. Taking advantage of trust indicators<br />Relevant clients<br />3rd party trust and security verification<br />Customer testimonials<br />When eye glasses and lens company ACLlens began using VeriSign, they saw a 41% increase in their conversions and a 58% revenue per transaction. <br />
  9. 9. 5. Avoid using any link<br />On a landing page, simplicity is key. <br />
  10. 10. 6. Use images that relate to copy<br />Product images or testimonials can have a positive impact on viewers.<br />
  11. 11. 7. Keep it above the fold<br />Keep the most important bits on top, including the CTA<br />
  12. 12. 8. Follow UX conventions and success cases<br />A 1 column layout works much better than a 2 column layout<br />Forms should be as short as possible, ask the most essential.<br />Forms on the Right perform better than on the left<br />
  13. 13. Welcome To Our New Landing Page<br />Start Here<br />Find address<br />Tell me about giffgaff offers<br />By clicking the button below you will be accepting our Terms & Conditions and our privacy policy<br />Send me my Free SIM<br />
  14. 14. This is version 1/99  Want to help us do the 99 we’ve got left?<br />Get your Free giffgaff SIM card<br />Start Here<br />Once you join giffgaff you’ll get:<br />great value goodybags<br />For only £10 a month you’ll get 250 minutes, unlimited texts and unlimited Internet.<br />Find address<br />Tell me about giffgaff offers<br />Free calls to giffgaff numbers<br />By clicking the button below you will be accepting our Terms & Conditions and our privacy policy<br />Earn cash for signing your friends up to giffgaff and call and text each other for free.<br />Send me my Free SIM<br />No ghastly two year contracts<br />giffgaff is Pay As You Go. You get all the control at a better value than most contracts.<br />More on prices<br />Great service & coverage <br />Joining giffgaff is easy<br />Join a big community<br />“I’ve been on giffgaff for over 6 months and not only I love their unbeatable tariffs but they the coverage is phenomenal. They use O@’s network” Andy0, giffgaffer since 01/09/2011<br />1<br />Fill in the form to get your Free SIM card<br />Once it arrives activate it & top-up online at giffgaff.com<br />Once you've topped-up, pop your SIM into an unlocked handset.<br />Over 2,000 members visit our forums every day. <br />2<br />Over 50,000 like us on facebook<br />“I’ve been on giffgaff for over 6 months and not only I love their unbeatable tariffs but they the coverage is phenomenal. They use O@’s network” Andy0, giffgaffer since 01/09/2011<br />3<br />We’ve got 6,000 Twitter followers<br />
  15. 15. One overlay. Unique to all landing pages. <br />giffgaff prices<br />Get your Free SIM card<br />giffgaff goodybags<br />Start Here<br /> Minutes Texts Data Extra benefits <br />Once you join giffgaff you’ll get:<br />great value goodybags<br />For only £10 a month you’ll get 250 minutes, unlimited texts and unlimited Internet.<br />Free calls to giffgaff numbers<br />Earn cash for signing your friends up to giffgaff and call and text each other for free.<br />No ghastly two year contracts<br />giffgaff is Pay As You Go. You get all the control at a better value than most contracts.<br />giffgaff tariffs<br />Great service & coverage <br />Joining giffgaff is easy<br />Join a big community<br />“I’ve been on giffgaff for over 6 months and not only I love their unbeatable tariffs but they the coverage is phenomenal. They use O@’s network” Andy0, giffgaffer since 01/09/2011<br />1<br />Fill in the form to get your Free SIM card<br />Once it arrives activate it & top-up online at giffgaff.com<br />Once you've topped-up, pop your SIM into an unlocked handset.<br />Users currently on our forums:<br />166 members<br />98 guests<br />2<br />50,000 like giffgaff <br />“I’ve been on giffgaff for over 6 months and not only I love their unbeatable tariffs but they the coverage is phenomenal. They use O@’s network” Andy0, giffgaffer since 01/09/2011<br />3<br />We’ve got 6,000 Twitter followers<br />
  16. 16. How PAF validation will work @ giffgaff<br />
  17. 17. Get your Free giffgaff SIM card<br />Start Here<br />Once you join giffgaff you’ll get:<br />great value goodybags<br />For only £10 a month you’ll get 250 minutes, unlimited texts and unlimited Internet.<br />Find address<br />Tell me about giffgaff offers<br />Free calls to giffgaff numbers<br />By clicking the button below you will be accepting our Terms & Conditions and our privacy policy<br />Earn cash for signing your friends up to giffgaff and call and text each other for free.<br />Send me my Free SIM<br />No ghastly two year contracts<br />giffgaff is Pay As You Go. You get all the control at a better value than most contracts.<br />More on prices<br />Great service & coverage <br />Joining giffgaff is easy<br />Join a big community<br />“I’ve been on giffgaff for over 6 months and not only I love their unbeatable tariffs but they the coverage is phenomenal. They use O@’s network” Andy0, giffgaffer since 01/09/2011<br />1<br />Fill in the form to get your Free SIM card<br />Once it arrives activate it & top-up online at giffgaff.com<br />Once you've topped-up, pop your SIM into an unlocked handset.<br />Users currently on our forums:<br />166 members<br />98 guests<br />2<br />50,000 like giffgaff <br />“I’ve been on giffgaff for over 6 months and not only I love their unbeatable tariffs but they the coverage is phenomenal. They use O@’s network” Andy0, giffgaffer since 01/09/2011<br />3<br />We’ve got 6,000 Twitter followers<br />1<br />Standard scenario<br />
  18. 18. Get your Free giffgaff SIM card<br />Start Here<br />Once you join giffgaff you’ll get:<br />great value goodybags<br />For only £10 a month you’ll get 250 minutes, unlimited texts and unlimited Internet.<br />Find address<br />Please select an address<br />Free calls to giffgaff numbers<br />Tell me about giffgaff offers<br />Earn cash for signing your friends up to giffgaff and call and text each other for free.<br />By clicking the button below you will be accepting our Terms & Conditions and our privacy policy<br />Send me my Free SIM<br />No ghastly two year contracts<br />giffgaff is Pay As You Go. You get all the control at a better value than most contracts.<br />More on prices<br />Great service & coverage <br />Joining giffgaff is easy<br />Join a big community<br />“I’ve been on giffgaff for over 6 months and not only I love their unbeatable tariffs but they the coverage is phenomenal. They use O@’s network” Andy0, giffgaffer since 01/09/2011<br />1<br />Fill in the form to get your Free SIM card<br />Once it arrives activate it & top-up online at giffgaff.com<br />Once you've topped-up, pop your SIM into an unlocked handset.<br />Users currently on our forums:<br />166 members<br />98 guests<br />2<br />50,000 like giffgaff <br />“I’ve been on giffgaff for over 6 months and not only I love their unbeatable tariffs but they the coverage is phenomenal. They use O@’s network” Andy0, giffgaffer since 01/09/2011<br />3<br />We’ve got 6,000 Twitter followers<br />2<br />After inserting your post code<br />
  19. 19. Get your Free giffgaff SIM card<br />Start Here<br />Once you join giffgaff you’ll get:<br />great value goodybags<br />For only £10 a month you’ll get 250 minutes, unlimited texts and unlimited Internet.<br />Find address<br />Property not listed<br />Free calls to giffgaff numbers<br />Address<br />6 Hubbards Road<br />Chorleywood<br />Rickmansworth<br />WD3 5JJ<br />Earn cash for signing your friends up to giffgaff and call and text each other for free.<br />No ghastly two year contracts<br />Tell me about giffgaff offers<br />giffgaff is Pay As You Go. You get all the control at a better value than most contracts.<br />By clicking the button below you will be accepting our Terms & Conditions and our privacy policy<br />Send me my Free SIM<br />More on prices<br />Great service & coverage <br />Joining giffgaff is easy<br />Join a big community<br />“I’ve been on giffgaff for over 6 months and not only I love their unbeatable tariffs but they the coverage is phenomenal. They use O@’s network” Andy0, giffgaffer since 01/09/2011<br />1<br />Fill in the form to get your Free SIM card<br />Once it arrives activate it & top-up online at giffgaff.com<br />Once you've topped-up, pop your SIM into an unlocked handset.<br />Users currently on our forums:<br />166 members<br />98 guests<br />2<br />50,000 like giffgaff <br />“I’ve been on giffgaff for over 6 months and not only I love their unbeatable tariffs but they the coverage is phenomenal. They use O@’s network” Andy0, giffgaffer since 01/09/2011<br />3<br />We’ve got 6,000 Twitter followers<br />3<br />After selecting your address<br />
  20. 20. Get your Free giffgaff SIM card<br />Start Here<br />Once you join giffgaff you’ll get:<br />great value goodybags<br />Find address<br />For only £10 a month you’ll get 250 minutes, unlimited texts and unlimited Internet.<br />Property not listed<br />Free calls to giffgaff numbers<br />Earn cash for signing your friends up to giffgaff and call and text each other for free.<br />No ghastly two year contracts<br />giffgaff is Pay As You Go. You get all the control at a better value than most contracts.<br />Tell me about giffgaff offers<br />By clicking the button below you will be accepting our Terms & Conditions and our privacy policy<br />More on prices<br />Send me my Free SIM<br />Great service & coverage <br />Joining giffgaff is easy<br />Join a big community<br />“I’ve been on giffgaff for over 6 months and not only I love their unbeatable tariffs but they the coverage is phenomenal. They use O@’s network” Andy0, giffgaffer since 01/09/2011<br />1<br />Fill in the form to get your Free SIM card<br />Once it arrives activate it & top-up online at giffgaff.com<br />Once you've topped-up, pop your SIM into an unlocked handset.<br />Users currently on our forums:<br />166 members<br />98 guests<br />2<br />50,000 like giffgaff <br />“I’ve been on giffgaff for over 6 months and not only I love their unbeatable tariffs but they the coverage is phenomenal. They use O@’s network” Andy0, giffgaffer since 01/09/2011<br />3<br />We’ve got 6,000 Twitter followers<br />4<br />If your address is not found in the list<br />
  21. 21. Thanks<br />
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