2009 Philly Search Camp Advanced Landing Pages


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2009 Philly Search Camp Advanced Landing Pages

  1. 1. ADVANCED LANDING PAGESTRATEGIES<br />Presented by: Greg Meyers<br />1<br />
  2. 2. OVERVIEW<br />Why Landing Pages are important<br />Most important elements of a Landing Page<br />Examples of Good vs. Bad<br />A/B Test Examples<br />Where an existing webpage works well<br />Monetize Every Conversion Event<br />What elements are worth testing<br />Why SEO Your Landing Page<br />PPC Landing Pages – Search vs. Content Network<br />More Landing Page Resources<br />2<br />
  3. 3. WHY ARE THEY IMPORTANT?<br /><ul><li>One chance to make a First Impression
  4. 4. Consumer has high expectations
  5. 5. A lot of online competition
  6. 6. Comparison Online Shopping
  7. 7. Creates Premier Testing Vehicle
  8. 8. Recommended for Optimal Google Adwords Quality Score</li></ul>3<br />
  9. 9. MOST IMPORTANT ELEMENTS<br />All Important Information above the fold<br />Functionality to engage and create interaction <br />Signup, contact us, live chat<br />Buy Now, Pre-order<br />Call to Action<br />Tell a Quick Story<br />Engaging Photography<br />Consumer friendly content<br />4<br />
  10. 10. GOOD vs BAD EXAMPLES<br />BAD<br />GOOD<br />5<br />
  11. 11. EXAMPLE OF GOOD LP<br />TOLL-FREE PHONE NUMBER<br /><ul><li>NOTE: This will affect online conversions, so either use a different number or get 3rd party Pay-per call service</li></ul>6<br />
  12. 12. EXAMPLE OF GOOD LP<br />LIVE HELP SERVICE<br /><ul><li>NOTE: This will affect online conversions, so make sure to track all conversions through this 3rd party software.</li></ul>7<br />
  13. 13. EXAMPLE OF GOOD LP<br />VISUAL OF PRODUCT/SERVICE<br /><ul><li>Photo represents a feeling of “Trust” with consumer and leaves the client more comfortable about what they would get if they decided to purchase</li></ul>8<br />
  14. 14. EXAMPLE OF GOOD LP<br />Predicted USP (Unique Selling Proposition<br /><ul><li>This is a good example of a compelling USP because Clickable identifies with the common issues that prospect’s are finding a better solution for. </li></ul>9<br />
  15. 15. EXAMPLE OF GOOD LP<br />Compelling Call to Action to generate qualified leads<br /><ul><li>Offering a FREE trial is one of the best CTA’s you can have a on any Landing Page. </li></ul>10<br />
  16. 16. EXAMPLE OF GOOD LP<br />Authoritative/Compatibility Symbols<br /><ul><li>Not only having the logos on the SE’s on this page validate the compatibility of the software, it provides a level of “warm & fuzziness” with the visitor.</li></ul>11<br />
  17. 17. EXAMPLE OF GOOD LP<br />“To the Point” Bullet Points<br /><ul><li>Very “eye-catching” and calculated content. Identifies again about what matters most to the visitor viewing this page. (also above the fold </li></ul>12<br />
  18. 18. EXAMPLE OF BAD LP<br />WHY THIS IS BAD?<br /><ul><li>Visually Not Appealing
  19. 19. No Call to Action
  20. 20. No Visual Example
  21. 21. No USP (Unique Selling Proposition)
  22. 22. It’s a company selling you about Web Promotion and they cannot even sell themselves.</li></ul>13<br />
  23. 23. A/B TESTING<br />Make only one (1) change per LP Test<br />Offer based usually biggest conversion difference<br />Don’t micromanage your testing<br />Create different Testing Phases<br />Phase I: Offer<br />Phase II: Winning Element + New Element<br />Phase III: Win Element + Win Element + New<br />14<br />
  24. 24. A/B TESTING<br />15<br />
  25. 25. A/B TESTING<br />16<br />
  26. 26. A/B TESTING<br />17<br />
  27. 27. WHERE EXISTING PAGE WORKS<br />WHY THIS IS GOOD<br /><ul><li>Visually Appealing
  28. 28. Product Description
  29. 29. Product Photo
  30. 30. Price + Sale Price
  31. 31. Buy Now button
  32. 32. Description
  33. 33. Extended Description
  34. 34. Everything above the fold</li></ul>18<br />
  35. 35. MONETIZE EVERYTHING<br />Contact Form submissions<br />Email Newsletter Signups<br />Customer Reviews<br />Putting an item in the Shopping Cart<br />Phone Call using # on website<br />Live Chat Help<br />Making a Purchase<br />19<br />
  36. 36. ELEMENTS WORTH TESTING<br />Photography<br />Different Offers<br />Free Trial vs. 20% off<br />Buy one get one<br />Free Gift for orders over $200<br /> Same Product Variations<br />Deluxe vs. Standard<br />Popular colors<br />Different Models<br />20<br />
  37. 37. WHY SEO YOUR LANDING PAGE<br />PPC: Optimized for Google Quality Score (ie. better rank, lower CPC,….)<br />Usability: Provides a more clear visual understanding of your specific product or service <br />Organic Search: Make it also useful to be indexed for FREE Organic Ranking. Obvious elements include <br />&lt;TITLE&gt;<br />&lt;H1&gt;<br />&lt;a href&gt;<br />Anchor text<br />content<br />21<br />
  38. 38. SEARCH vs. CONTENT NETWORK<br />Search Network<br />Google Quality Score Algorithm requires good SEO fundamentals<br />Balance SEO with Conversion elements<br />Achieve faster QS with Search than Content<br />Search Engines users have different intent than Content Network (blogs, news sites, etc..)<br /> Content Network<br />Has a different QS Algorithm<br />Requires more SEO and Content<br />Much longer to reach good QS due to low CTR% <br />22<br />
  39. 39. LANDING PAGE RESOURCES<br />Always be testing<br />- Bryan Eisenberg<br />Landing Page Optimization<br />- Tim Ash<br />23<br />
  40. 40. Thank You!<br />Trellian Keyword Discovery OFFER!<br />Get 20% OFF Discount & FREE 20 Minute Tutorial<br />www.igesso.com/KeywordDiscovery<br />Greg Meyers– Founder, iGESSOInternet Marketing<br />Phone: (610) 827-0121, Email: greg@igesso.com<br />Website: http://www.igesso.com<br />Blog: http://www.semgeek.com<br />DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp<br />