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

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  • 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. Housekeeping Items #wm123 @bradleywjoe
  • 3. Housekeeping Items Are the slides available?  Yes! Please email ppc@webmarketing123.com #wm123 @bradleywjoe
  • 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. 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. 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. 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. 1 Be Consistent From Search to Site Your site should match a visitor’s expectations based on their initial search query #wm123 @bradleywjoe
  • 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. 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. 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. 1 Landing Page Best Practices Your site should match a visitor’s expectations based on their initial search query #wm123 @bradleywjoe
  • 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. 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. 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. 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. 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. 2 Form Fill Outs Shorter forms are best; really consider which information is critical #wm123 @bradleywjoe
  • 19. 2 Form Fill Outs Shorter forms are best; really consider which information is criticalForm isminimal #wm123 @bradleywjoe
  • 20. 2 Form Fill Outs Shorter forms are best; really consider which information is criticalAutomatic cursorplacement #wm123 @bradleywjoe
  • 21. 2 Form Fill Outs Shorter forms are best; really consider which information is critical Trust signals #wm123 @bradleywjoe
  • 22. 2 Form Fill Outs Shorter forms are best; really consider which information is critical Reassurance #wm123 @bradleywjoe
  • 23. 2 Form Fill Outs Shorter forms are best; really consider which information is criticalClear wording onsubmission button #wm123 @bradleywjoe
  • 24. 2 Form Fill Outs Interstitial, or “pop up,” form example #wm123 @bradleywjoe
  • 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. 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. 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. 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. 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. 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. 3 Eye Capture Encourage eye contact through a hero image subject Courtesy of the Internet #wm123 @bradleywjoe
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 5 Analytics Tracking Measure and visualize your conversion funnels #wm123 @bradleywjoe
  • 45. 5 Analytics Tracking Analyze goal paths and completion rates • Traffic sources • Page visit duration • Landing page visits • New visits #wm123 @bradleywjoe
  • 46. Key Takeaways #wm123 @bradleywjoe
  • 47. Key Takeaways• Maintain consistency between your ad copy and landing page #wm123 @bradleywjoe
  • 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. 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. 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. 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. Thank You!
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