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5 PPC Landing Page Conversion KillersStrategies for staying one step ahead of the restDial: +1 (484) 589-1011Access Code: ...
Housekeeping Items                     #wm123                     @bradleywjoe
Housekeeping Items Are the slides available?    Yes! Please email ppc@webmarketing123.com                               ...
Housekeeping Items Are the slides available?    Yes! Please email ppc@webmarketing123.com We want to hear from you!   ...
Housekeeping Items Are the slides available?    Yes! Please email ppc@webmarketing123.com We want to hear from you!   ...
Webinar Agenda: 5 Landing PageConversion Killers    Inconsistency from Search to Site1   Make sure all landing pages insta...
Webinar Agenda: 5 Landing PageConversion Killers    Inconsistency from Search to Site1   Make sure all landing pages insta...
1 Be Consistent From Search to Site  Your site should match a visitor’s expectations based on their initial  search query ...
1 Be Consistent From Search to Site       Your site should match a visitor’s expectations based on their initial       sea...
1 Be Consistent From Search to Site       Your site should match a visitor’s expectations based on their initial       sea...
1 Be Consistent From Search to Site       Your site should match a visitor’s expectations based on their initial       sea...
1 Landing Page Best Practices  Your site should match a visitor’s expectations based on their initial  search query       ...
1 Landing Page Best Practices         Your site should match a visitor’s expectations based on their initial         searc...
1 Landing Page Best Practices         Your site should match a visitor’s expectations based on their initial         searc...
1 Landing Page Best Practices         Your site should match a visitor’s expectations based on their initial         searc...
1 Landing Page Best Practices         Your site should match a visitor’s expectations based on their initial         searc...
Webinar Agenda: 5 Landing PageConversion Killers    Inconsistency from Search to Site1   Make sure all landing pages insta...
2 Form Fill Outs  Shorter forms are best; really consider which information is critical                                   ...
2 Form Fill Outs  Shorter forms are best; really consider which information is criticalForm isminimal                     ...
2 Form Fill Outs   Shorter forms are best; really consider which information is criticalAutomatic cursorplacement         ...
2 Form Fill Outs  Shorter forms are best; really consider which information is critical                                   ...
2 Form Fill Outs  Shorter forms are best; really consider which information is critical                                   ...
2 Form Fill Outs      Shorter forms are best; really consider which information is criticalClear wording onsubmission butt...
2 Form Fill Outs  Interstitial, or “pop up,” form example                                            #wm123               ...
Webinar Agenda: 5 Landing PageConversion Killers    Inconsistency from Search to Site1   Make sure all landing pages insta...
3 Promote Simply  Improve your user experience               Is Your Call to Action Obvious?              Clearly announce...
3 Content Writing     Content is King – Create compelling, impressionable content• Best Practices    • Write for humans   ...
3 Content Writing     Content is King – Create compelling, impressionable content• Best Practices    • Write for humans   ...
3 Eye Capture  Encourage eye contact through a hero image subject                                Courtesy of: http://usabl...
3 Eye Capture     Encourage eye contact through a hero image subject                                   Courtesy of: http:/...
3 Eye Capture  Encourage eye contact through a hero image subject                                                   Courte...
3 Eye Capture  Encourage eye contact through a hero image subject                                                   Courte...
Webinar Agenda: 5 Landing PageConversion Killers    Inconsistency from Search to Site1   Make sure all landing pages insta...
4 Customer Testimonials  People are more likely to spend more time on your page if they see  elements of current customer ...
4 Customer Testimonials  People are more likely to spend more time on your page if they see  elements of current customer ...
4 Point-of-Assurance  Demonstrate your security so customers take notice and feel  comfortable purchasing from your site  ...
4 Point-of-Assurance    Demonstrate your security so customers take notice and feel    comfortable purchasing from your si...
4 Point-of-Assurance  Connect your call-to-action with your point-of-assurance  • McAfee connects their point-of-assurance...
4 Point-of-Assurance  Connect your call-to-action with your point-of-assurance  • McAfee connects their point-of-assurance...
4 Point-of-Assurance  Connect your call-to-action with your point-of-assurance  • McAfee connects their point-of-assurance...
Webinar Agenda: 5 Landing PageConversion Killers    Inconsistency from Search to Site1   Make sure all landing pages insta...
5 What Should I Test     Common page elements that help drive increased conversion •    Conversion Buttons       • Locatio...
5 A/B Testing  Usability testing removes guess work and replaces with actual visitor  conversion data What Conversion Opti...
5 Analytics Tracking  Measure and visualize your conversion funnels                                                  #wm12...
5 Analytics Tracking  Analyze goal paths and completion rates • Traffic sources           • Page visit duration • Landing ...
Key Takeaways                #wm123                @bradleywjoe
Key Takeaways• Maintain consistency between your ad copy and landing page                                                 ...
Key Takeaways• Maintain consistency between your ad copy and landing page• Keep it simple when designing navigation, page ...
Key Takeaways• Maintain consistency between your ad copy and landing page• Keep it simple when designing navigation, page ...
Key Takeaways• Maintain consistency between your ad copy and landing page• Keep it simple when designing navigation, page ...
Key Takeaways• Maintain consistency between your ad copy and landing page• Keep it simple when designing navigation, page ...
Thank You!
Register for a Customized PPC Analysis Today!    PPC Ad Audit:       Boost CTR & Quality Score: Are your ads as competiti...
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Webmarketing123: 5 PPC Landing Page Conversion Killers-08-31-2011

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Transcript of "Webmarketing123: 5 PPC Landing Page Conversion Killers-08-31-2011"

  1. 1. 5 PPC Landing Page Conversion KillersStrategies for staying one step ahead of the restDial: +1 (484) 589-1011Access Code: 316-586-101 @webmarketing123 @bradleywjoe #wm123
  2. 2. Housekeeping Items #wm123 @bradleywjoe
  3. 3. Housekeeping Items Are the slides available?  Yes! Please email ppc@webmarketing123.com #wm123 @bradleywjoe
  4. 4. Housekeeping Items Are the slides available?  Yes! Please email ppc@webmarketing123.com We want to hear from you!  @webmarketing123  #wm123  facebook.com/webmarketing123 #wm123 @bradleywjoe
  5. 5. Housekeeping Items Are the slides available?  Yes! Please email ppc@webmarketing123.com We want to hear from you!  @webmarketing123  #wm123  facebook.com/webmarketing123 Want to learn more?  Contact us for a free site analysis. Details at end of webinar. #wm123 @bradleywjoe
  6. 6. Webinar Agenda: 5 Landing PageConversion Killers Inconsistency from Search to Site1 Make sure all landing pages instantly reflect the relevant search term Complicated, Long Forms2 Simplify your forms for more effective for lead gen No Call to Action3 Make your call-to-action buttons stand out to your audience Lack of Credibility and Security Signals4 Enhance your prospective customer’s experience with existing customer praise Failure to Execute A/B Testing and Data Analysis5 Test page titles, headlines, buttons to see what generates most conversions #wm123 @bradleywjoe
  7. 7. Webinar Agenda: 5 Landing PageConversion Killers Inconsistency from Search to Site1 Make sure all landing pages instantly reflect the relevant search term Complicated, Long Forms2 Simplify your forms for more effective for lead gen No Call to Action3 Make your call-to-action buttons stand out to your audience Lack of Credibility and Security Signals4 Enhance your prospective customer’s experience with existing customer praise Failure to Execute A/B Testing and Data Analysis5 Test page titles, headlines, buttons to see what generates most conversions #wm123 @bradleywjoe
  8. 8. 1 Be Consistent From Search to Site Your site should match a visitor’s expectations based on their initial search query #wm123 @bradleywjoe
  9. 9. 1 Be Consistent From Search to Site Your site should match a visitor’s expectations based on their initial search query1. Keyword Search #wm123 @bradleywjoe
  10. 10. 1 Be Consistent From Search to Site Your site should match a visitor’s expectations based on their initial search query1. Keyword Search 2. Ad copy #wm123 @bradleywjoe
  11. 11. 1 Be Consistent From Search to Site Your site should match a visitor’s expectations based on their initial search query1. Keyword Search 2. Ad copy 3. Landing Page #wm123 @bradleywjoe
  12. 12. 1 Landing Page Best Practices Your site should match a visitor’s expectations based on their initial search query #wm123 @bradleywjoe
  13. 13. 1 Landing Page Best Practices Your site should match a visitor’s expectations based on their initial search query• Drive a single call-to-action #wm123 @bradleywjoe
  14. 14. 1 Landing Page Best Practices Your site should match a visitor’s expectations based on their initial search query• Drive a single call-to-action• Simplify navigation #wm123 @bradleywjoe
  15. 15. 1 Landing Page Best Practices Your site should match a visitor’s expectations based on their initial search query• Drive a single call-to-action• Simplify navigation• Include a clear offer or incentive #wm123 @bradleywjoe
  16. 16. 1 Landing Page Best Practices Your site should match a visitor’s expectations based on their initial search query• Drive a single call-to-action• Simplify navigation• Include a clear offer or incentive• Engage eye contact with graphicsand color #wm123 @bradleywjoe
  17. 17. Webinar Agenda: 5 Landing PageConversion Killers Inconsistency from Search to Site1 Make sure all landing pages instantly reflect the relevant search term Complicated, Long Forms2 Simplify your forms for more effective for lead gen No Call to Action3 Make your call-to-action buttons stand out to your audience Lack of Credibility and Security Signals4 Enhance your prospective customer’s experience with existing customer praise Failure to Execute A/B Testing and Data Analysis5 Test page titles, headlines, buttons to see what generates most conversions #wm123 @bradleywjoe
  18. 18. 2 Form Fill Outs Shorter forms are best; really consider which information is critical #wm123 @bradleywjoe
  19. 19. 2 Form Fill Outs Shorter forms are best; really consider which information is criticalForm isminimal #wm123 @bradleywjoe
  20. 20. 2 Form Fill Outs Shorter forms are best; really consider which information is criticalAutomatic cursorplacement #wm123 @bradleywjoe
  21. 21. 2 Form Fill Outs Shorter forms are best; really consider which information is critical Trust signals #wm123 @bradleywjoe
  22. 22. 2 Form Fill Outs Shorter forms are best; really consider which information is critical Reassurance #wm123 @bradleywjoe
  23. 23. 2 Form Fill Outs Shorter forms are best; really consider which information is criticalClear wording onsubmission button #wm123 @bradleywjoe
  24. 24. 2 Form Fill Outs Interstitial, or “pop up,” form example #wm123 @bradleywjoe
  25. 25. Webinar Agenda: 5 Landing PageConversion Killers Inconsistency from Search to Site1 Make sure all landing pages instantly reflect the relevant search term Complicated, Long Forms2 Simplify your forms for more effective for lead gen No Call to Action3 Make your call-to-action buttons stand out to your audience Lack of Credibility and Security Signals4 Enhance your prospective customer’s experience with existing customer praise Failure to Execute A/B Testing and Data Analysis5 Test page titles, headlines, buttons to see what generates most conversions #wm123 @bradleywjoe
  26. 26. 3 Promote Simply Improve your user experience Is Your Call to Action Obvious? Clearly announce what you want users to do Are there many competing objectives? Is Your Value Proposition Clearly Stated? What differentiates you from your competitors? What inspires visitors to take the next step? Has your Primary Objective established Visual Priority? Is the size of elements relative to importance? Have you considered visitor’s logical eye path? Have you optimized your lead forms? Is all information absolutely necessary? #wm123 @bradleywjoe
  27. 27. 3 Content Writing Content is King – Create compelling, impressionable content• Best Practices • Write for humans • Proofread • Grammar • Tone of voice / natural writing style #wm123 @bradleywjoe
  28. 28. 3 Content Writing Content is King – Create compelling, impressionable content• Best Practices • Write for humans • Proofread • Grammar • Tone of voice / natural writing style• Avoid Doing These • Try to trick search engines with manipulative tactics • Have website based entirely in Flash • Overusing your keywords: Read it out loud! #wm123 @bradleywjoe
  29. 29. 3 Eye Capture Encourage eye contact through a hero image subject Courtesy of: http://usableworld.com.au/2009/03/16/you-look-where-they-look/ #wm123 @bradleywjoe
  30. 30. 3 Eye Capture Encourage eye contact through a hero image subject Courtesy of: http://usableworld.com.au/2009/03/16/you-look-where-they-look/Tip: Make your subject look at your ad creative if you want people to look at it too #wm123 @bradleywjoe
  31. 31. 3 Eye Capture Encourage eye contact through a hero image subject Courtesy of the Internet #wm123 @bradleywjoe
  32. 32. 3 Eye Capture Encourage eye contact through a hero image subject Courtesy of the Internet Subjects are glancing towards the call-to-action #wm123 @bradleywjoe
  33. 33. Webinar Agenda: 5 Landing PageConversion Killers Inconsistency from Search to Site1 Make sure all landing pages instantly reflect the relevant search term Complicated, Long Forms2 Simplify your forms for more effective for lead gen No Call to Action3 Make your call-to-action buttons stand out to your audience Lack of Credibility and Security Signals4 Enhance your prospective customer’s experience with existing customer praise Failure to Execute A/B Testing and Data Analysis5 Test page titles, headlines, buttons to see what generates most conversions #wm123 @bradleywjoe
  34. 34. 4 Customer Testimonials People are more likely to spend more time on your page if they see elements of current customer satisfaction Courtesy of the Internet #wm123 @bradleywjoe
  35. 35. 4 Customer Testimonials People are more likely to spend more time on your page if they see elements of current customer satisfaction Courtesy of the InternetTip: Optimal placement is at the top of your landing page or in a sidebar #wm123 @bradleywjoe
  36. 36. 4 Point-of-Assurance Demonstrate your security so customers take notice and feel comfortable purchasing from your site Courtesy of the Internet #wm123 @bradleywjoe
  37. 37. 4 Point-of-Assurance Demonstrate your security so customers take notice and feel comfortable purchasing from your site Courtesy of the InternetThese logos strengthen the sense of consumer trust and increase conversion rates #wm123 @bradleywjoe
  38. 38. 4 Point-of-Assurance Connect your call-to-action with your point-of-assurance • McAfee connects their point-of-assurance with specials offers in a clear call-to-action pathway #wm123 @bradleywjoe
  39. 39. 4 Point-of-Assurance Connect your call-to-action with your point-of-assurance • McAfee connects their point-of-assurance with specials offers in a clear call-to-action pathway Point-of-Assurance #wm123 @bradleywjoe
  40. 40. 4 Point-of-Assurance Connect your call-to-action with your point-of-assurance • McAfee connects their point-of-assurance with specials offers in a clear call-to-action pathway Purchase call-to-action button Point-of-Assurance next to point-of-assurance messaging #wm123 @bradleywjoe
  41. 41. Webinar Agenda: 5 Landing PageConversion Killers Inconsistency from Search to Site1 Make sure all landing pages instantly reflect the relevant search term Complicated, Long Forms2 Simplify your forms for more effective for lead gen No Call to Action3 Make your call-to-action buttons stand out to your audience Lack of Credibility and Security Signals4 Enhance your prospective customer’s experience with existing customer praise Failure to Execute A/B Testing and Data Analysis5 Test page titles, headlines, buttons to see what generates most conversions #wm123 @bradleywjoe
  42. 42. 5 What Should I Test Common page elements that help drive increased conversion • Conversion Buttons • Location • Color • Call to Action Sign Up Now! • Form Fields Free Newsletter • Is all information necessary? • Submit Button Call to Action Click For Your Free Download • Headings • Does it provide value? Get a Free Trial • Page Content Contact For a • Does it support your goal? Free Consultation #wm123 @bradleywjoe
  43. 43. 5 A/B Testing Usability testing removes guess work and replaces with actual visitor conversion data What Conversion Optimization Does: • Determines what will convert at the highest rate • Predicts with 95% confidence that winner will increase conversion rate Courtesy of Hubspot #wm123 @bradleywjoe
  44. 44. 5 Analytics Tracking Measure and visualize your conversion funnels #wm123 @bradleywjoe
  45. 45. 5 Analytics Tracking Analyze goal paths and completion rates • Traffic sources • Page visit duration • Landing page visits • New visits #wm123 @bradleywjoe
  46. 46. Key Takeaways #wm123 @bradleywjoe
  47. 47. Key Takeaways• Maintain consistency between your ad copy and landing page #wm123 @bradleywjoe
  48. 48. Key Takeaways• Maintain consistency between your ad copy and landing page• Keep it simple when designing navigation, page architecture, and forms #wm123 @bradleywjoe
  49. 49. Key Takeaways• Maintain consistency between your ad copy and landing page• Keep it simple when designing navigation, page architecture, and forms• Present only clear, to-the-point incentives to your customers #wm123 @bradleywjoe
  50. 50. Key Takeaways• Maintain consistency between your ad copy and landing page• Keep it simple when designing navigation, page architecture, and forms• Present only clear, to-the-point incentives to your customers• Add testimonials and point-of-assurance logos to strengthen your credibility #wm123 @bradleywjoe
  51. 51. Key Takeaways• Maintain consistency between your ad copy and landing page• Keep it simple when designing navigation, page architecture, and forms• Present only clear, to-the-point incentives to your customers• Add testimonials and point-of-assurance logos to strengthen your credibility• Experiment with A/B testing to optimize and increase conversion activity #wm123 @bradleywjoe
  52. 52. Thank You!
  53. 53. Register for a Customized PPC Analysis Today! PPC Ad Audit:  Boost CTR & Quality Score: Are your ads as competitive as they could be? We use proven techniques to increase the effectiveness of your ads.  Speak to the Right Audience: You might be attracting the wrong audience and wasting budget. Pre-qualify your audience and only spend money on qualified visitors.  Google Ad-Extensions: Sitelinks, Extended Headlines, and more. Properly use Google’s new ad formats and increase your CTR by as much as 30%! PPC Campaign Tune-Up:  Opportunity Analysis: You could be capturing additional revenue with just a few clicks of the mouse. Our analysis reveals the hidden gems of opportunity that exist within your campaigns.  Increase Your ROI: Nearly every PPC account has wasted ad spend. Our recommendations eliminate waste immediately and focus your marketing dollars where it counts.  Improve Campaign Structure: You can only go as far as your foundation. Are your campaigns optimized to increase relevance, clarity, and effectiveness? Type Your Interest into the Q&A Now OR Contact Us: PPCAnalysis@webmarketing123.com #wm123 @bradleywjoe
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