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PPC Landing Pages

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  • 1. 10-Spaces Consulting, Inc design & strategy for the web PPC Training Session 6 Landing Pages
  • 2. PPC Training Recap • Session 1 - Keyword Meaning • Session 2 - Keyword Research • Session 3 - Adwords Campaign Setup • Session 4 - Advanced Adwords Tools • Session 5 - PPC Ad Copy
  • 3. Importance of Landing Pages
  • 4. Landing Pages • Critical Function in Conversion Process • Often Overlooked • Misunderstood • Lack Awareness of mechanics
  • 5. Landing Pages Defined
  • 6. What is a Landing Page? • An entry point of your website, besides the home page • Page to harmonize user intent with offer
  • 7. Types of Landing Pages • Home • Product • Category • Search Results • Lead Generation (see also name squeeze page) • Long Copy (sales letter style) • Email Response
  • 8. Landing Page Examples
  • 9. Keep a file of your own examples of each landing page type.
  • 10. What do landing pages look like?
  • 11. Goal of Landing Page • Create entry points which lead custom to the exact solution they were searching for • Create harmony in thought process • Carry customer along the sales process • Make broad topics narrow
  • 12. Purpose of Landing Page • Pay-Per-Click - entry points, separate from the existing navigation, to target keywords, and convert traffic.
  • 13. Purpose of Landing Page • Search Engine Optimization - entry points, within the existing navigation, optimized to one target set of organic results, and convert traffic.
  • 14. What’s the difference between landing pages & content pages
  • 15. Landing Page Difference • Limited Navigation • Singular Goal • Singular Message • Detailed Explanation • Copy is strategic • Designed to capitalize on general traffic • Designed around single keyword
  • 16. Why Are Landing Pages More Simple Than Other Pages? • Focus of strategic content • Content makes the sale. • Design & layout only compliment the process. • Psychological triggers are used.
  • 17. Why Have Both Landing Pages and Content Pages • They are both necessary - each serve different purposes when leading prospects through sales conversion (e.g. ‘about us” pg helps PPC landing pg.)
  • 18. Functional Result of Landing Pages
  • 19. Waterfall Engagement Model • Landing pages are to the sales conversion process as cascading is to waterfalls. • Keep engaged from one sentence to the next • All benefits have been stated, questions answered, objections responded to, credibility established. • Builds momentum toward asking for the sale
  • 20. Landing Page Conversion Experience • Visitor waits for page to load, evaluating if worthwhile. • Page load, visitor scans copy. “Should I leave?” • Visitor reads page. Finds disharmony, or confusion. Leaves • Starts conversion process. Not enough credibility and reassurance.
  • 21. What Causes Landing Page Abandon? • Not relevant to the exact keyword, and keyword intention of the visitor • Graphics don’t emphasize benefits • Subheadlines don’t help summarize extended copy • Copy is in disharmony with subheadlines or keyword intention. • Commitment seems to long-term • Not clear what action is • Not clear the result of the action • Copy isn’t readable • Forms are overwhelming, or ask for too much info
  • 22. Concept: Distracted Buyer Isn’t a Buyer • Great amount of confusion = never make a decision • Everything on the page has to be consistent with keyword intent • Distractions = • disharmony with search intent • negative product aspects • navigation clicks
  • 23. Concept: Distracted Buyer Isn’t a Buyer • Even a little confusion = never make a decision • Everything on the page has to be consistent with keyword intent • Avoid customer saying “why am I here again?”
  • 24. Concept: Distracted Buyer Isn’t a Buyer • Distractions = • disharmony with search intent • negative product aspects • navigation clicks
  • 25. Landing Page Disharmony • “I don’t think this relates to me” • Reader thinks, “No.” • “I don’t really believe it” • “How can that be true” • “I don’t understand what I’ll get for my money” • “I’m confused about my options”
  • 26. Landing Page Mechanics
  • 27. Landing Page Mechanics • Logo • Response Devices • Headline • Hero Shot • Hero Shot/Caption • Subheadline
  • 28. Landing Page Mechanics • Sentence 1, Sentence 2, Sentence 3 Sequence • Testimonials • Guarantees • Offer Bonuses • Deadlines
  • 29. Landing Page Mechanics • Credibility, Trust and Assurance Icons • Response Devices • Call-to-Action
  • 30. Call-to-Action • Free shipping • Free Shipping with cut off • Inventory indicator / Limited quantity • Add to cart • Irresistible Offer - bonuses, extras
  • 31. Insider Tips: Landing Page Mechanics • Removing the Distraction of Navigation • Place hero image on the left, top-fold • Write for both keywords, and audience segments (e.g. personnas) • Vertical 2-column layouts perform the best
  • 32. Insider Tips: Landing Page Mechanics • Horizontal layouts create more distractions • Make hero shots clickable • Graphics are secondary to good copy • Response Devices can be throughout - logical points for soft and hard sells
  • 33. Insider Tips: Landing Page Mechanics • Make ‘add to cart’ buttons readable from across the room (from your computer screen) • Segment Tire Kicker from Qualified Traffic - two different goals, but can still result in a sale.
  • 34. Landing Page Strategies and Performance
  • 35. Landing Page Strategies • Lead generation for general traffic. • Convert to qualified customers. • Lower Cost Per Acquisition. • Increase visitor value.
  • 36. Landing Page KPI (Key Performance Indicators • Sales as a percent of visitors • Sales by traffic source • Average Sale amount • Average life time value (do they buy more than once) • Visitor Value • Percent of Sales from New vs. Existing Customers
  • 37. Landing Page Testing • Headlines • Subheadlines • Intro paragraphs • Add to Cart button colors
  • 38. Landing Page Testing • Is the right keyword matched to the right landing page? • Audience Segmentation within one keyword
  • 39. Landing Page Dos and Don’ts
  • 40. Landing Page Dos and Don’ts • Do have a singular goal for action • Do have a singular purpose to the page • Do use “Add to Cart” for buttons • Don’t create navigation distractions • Don’t try to force keyword intent on landing pages, creating disharmony

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