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Ads und Landing Pages mit CRO ideal verbinden

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Präsentation auf dem SEACamp 2018 in Hannover:

CRO Tipps basierend auf prägnanten und aktuellen Beispielen, wie man Inhalt und Design von Google Ads und Landing Pages am besten kombiniert. Relevanz und kognitive Leichtigkeit innerhalb der User Journey optimieren und taktische Elemente durch Behaviour Pattern wie Dringlichkeit, Flow, Anchoring, kontextabhängiges Gedächtnis und vieles mehr einsetzen. Daneben ein "How-to" wie der Google Tag Manager verwendet werden kann, um auch bei geringen technischen Kapazitäten Landing Pages dynamisch an verschiedene Suchanfragen anzupassen.

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Ads und Landing Pages mit CRO ideal verbinden

  1. 1. pa.ag
  2. 2. Steffen Bath, Peak Ace AG Ads & Landing Pages mit CRO ideal verknüpfen
  3. 3. CRO turned on…
  4. 4. 4 @peakaceag pa.ag CRO sorgt für Emotionen bei Unternehmen und Kunden… https://www.youtube.com/watch?v=4PZNlOmA7Uw
  5. 5. Aber auch hier ist CRO eigentlich eine Partnerschaft…
  6. 6. 6 @peakaceag pa.ag Conversion Optimierung als Flügelzange Druck und Bestätigung arbeiten zusammen – der Nutzer bleibt im „Flow“ https://www.booking.com/
  7. 7. 7 @peakaceag pa.ag Nur Druck würde doch auch reichen, oder? …Alternativen wie Amazon sind ein „No-Brainer“ Conversion Sales Page Lead Form Call To Action Landing Page Sample Conversion Funnel https://www.amazon.com/
  8. 8. CRO fängt nicht auf der Landing Page an…. Was haben wir vergessen?
  9. 9. 9 @peakaceag pa.ag User Journey beginnt bei den Ads Gut CRO-verknüpft landen User bereits gut vorbereitet im Funnel Conversion Sales Page Lead Form Call To Action Landing Page Sample Conversion Funnel
  10. 10. Relevanz und “Cognitive Ease” User Journey Ad ➜ LP
  11. 11. 11 pa.ag@peakaceag Relevanz: Das Nutzerhirn in den ersten (Milli-)Sekunden Passt das Angebot zu Bedürfnissen und Zielen? Bietet die Seite überhaupt das, was ich [bei Google] gesucht habe? Fühle ich mich emotional „abgeholt“? Ist das Angebot für Leute wie mich? Wie ist das Preisniveau hier wohl?
  12. 12. 12 @peakaceag pa.ag Cognitive Ease: Leichte der Informationsverarbeitung Starke kognitive Beanspruchung: Nachdenken senkt die Motivation zum Kauf CORTISOL ➜
  13. 13. 13 @peakaceag pa.ag Cognitive Ease: Leichte der Informationsverarbeitung Geringe kognitive Beanspruchung: Emotionaler Antrieb zum Kauf gewinnt… DOPAMIN ➜
  14. 14. Wie sieht das in der Praxis aus? User Journey Ad => LP
  15. 15. 15 @peakaceag pa.ag Eindrücke & Entscheidungen entstehen rasend schnell Verarbeitung von Inhalten und Relevanz beginnt im Millisekunden-Bereich 50 Millisekunden: Zeit bis zu ersten Einschätzung >20.000 mal schneller: Bild vs. Textverarbeitung
  16. 16. 16 @peakaceag pa.ag Fehlende Relevanz zeigt sich in den Zahlen Bounce Rate, Ø Aufenthaltsdauer, Add-to-Cart-Rate
  17. 17. 17 @peakaceag pa.ag User Journey beginnt bei der Ad Relevanz-Faktoren: Hohe Übereinstimmung von Keyword, Anzeige und Inhalt
  18. 18. 18 @peakaceag pa.ag ToDo: Mehr inhaltliche Relevanz für das Thema Reminder: Bilder werden 20.000X schneller verarbeitet als Text https://shop.lexware.de/buchhaltungssoftware Screenshot vom 07.10.2018 3,5 Wochen vor Halloween…
  19. 19. 19 @peakaceag pa.ag ToDo: Visuelle Schwerpunkte richtig setzen Opacity Map (Simulation): Welche Elemente werden sofort wahrgenommen? https://shop.lexware.de/buchhaltungssoftware
  20. 20. 20 @peakaceag pa.ag ToDo: Überzeugung und Differenzierung (UVPs) Versprechen des Kundennutzens sind kaum vorhanden und fallen nicht auf https://shop.lexware.de/buchhaltungssoftware
  21. 21. 21 @peakaceag pa.ag Phase des Entscheidungsprozesses treffen Verschiedene Phasen brauchen verschiedene Inhalte & Argumente https://searchengineland.com/five-ways-to-flip-your-copywriting-for-higher-conversion-rates-157078
  22. 22. 22 @peakaceag pa.ag ToDo: Phase des Entscheidungsprozesses treffen Überzeugende Argumente pro Anbieter nur wenig kommuniziert Aufgabe in dieser Phase: Von vorhandenem Produktwunsch zur Entscheidung pro Anbieter Und hier? „Solution Aware“ https://shop.lexware.de/buchhaltungssoftware
  23. 23. 23 @peakaceag pa.ag ToDo: „Psychologisches“ Targeting konsistent halten Der Motivationstyp des Nutzers wird auf der Seite nicht bedient Effizienz/ Funktionalität Sparsamkeit/ Funktionalität Elite/ Leistung Sicherheit https://shop.lexware.de/buchhaltungssoftware
  24. 24. 24 @peakaceag pa.ag ToDo: Don‘t make me think! Nutzer haben zu viel Interpretationsspielraum – „Ambiguity Effect“ und „Zero Risk Bias“ Ist der Test kostenlos? https://shop.lexware.de/buchhaltungssoftware
  25. 25. 25 @peakaceag pa.ag Relevanz & Message Match: Implizite Codes Welche Motivation und Emotion wird durch die Bildauswahl angesprochen? https://www.samsung.com/de/smartphones/
  26. 26. 26 @peakaceag pa.ag ToDo: Implizite Codes für Emotionen & Motivation treffen Wenig vertrauenswürdig, verspielt, unprofessionell, eher für Kinder als Controller https://shop.lexware.de/buchhaltungssoftware
  27. 27. 27 @peakaceag pa.ag Cognitive Ease: Priming Welche inhaltlichen und semantischen Konzepte werden aktiviert? SO_P
  28. 28. 28 @peakaceag pa.ag Cognitive Ease: Priming Welche inhaltlichen und semantischen Konzepte werden aktiviert? SOUP or SOAP?
  29. 29. 29 @peakaceag pa.ag Cognitive Ease: Priming Welche inhaltlichen und semantischen Konzepte werden aktiviert? Priming zuvor durch: „EAT“ vs. „WASH“
  30. 30. 30 @peakaceag pa.ag ToDo: Geprimtes Konzept beibehalten Konzept „Buchhaltung“ durchgehend nutzen: Zahlen & Daten… https://shop.lexware.de/buchhaltungssoftware
  31. 31. Wie sähe ein Optimum aus?
  32. 32. 32 pa.ag@peakaceag Relevanz & Cognitive Ease Hohe Übereinstimmung von: Suchanfrage ➜ Ad Copy ➜ Thema der Landing Page https://www.check24.de/
  33. 33. 33 pa.ag@peakaceag Relevanz & Cognitive Ease Hohe Übereinstimmung von: USPs in der Ad Copy ➜ Elemente der Landing Page https://www.check24.de/
  34. 34. 34 pa.ag@peakaceag Relevanz & Cognitive Ease Hohe Übereinstimmung von: Bildsprache Display Ads ➜ Bildsprache Landing Page https://www.check24.de/
  35. 35. Umsetzung mittels Tag Manager
  36. 36. 36 pa.ag@peakaceag Ziel: „Nahtlose“ User Journey von Marketingkanal zur Landing Page = höhere Conversion Rate! Dynamische Inhalte via GTM ausspielen User Journey: Von den Suchergebnissen zur Landing Page
  37. 37. 37 pa.ag@peakaceag EFFIZIENT UND EFFEKTIV: Eine Landing Page auf verschiedene Suchanfragen dynamisch anpassen…. Dynamische Inhalte via GTM ausspielen User Journey: Von den Suchergebnissen zur Landing Page
  38. 38. 38 pa.ag@peakaceag Dynamische Inhalte via GTM ausspielen Technische Umsetzung 1. AdWords: ▪ Parameter verwenden ▪ Transport von bspw. Suchbegriff 2. Webseite: ▪ Inhalt auswählen ▪ CSS Selektor des Elements ziehen 3. GTM: ▪ Custom HTML Tag anlegen ▪ JavaScript Code anpassen
  39. 39. 39 pa.ag@peakaceag Resultat – Original Blogbeitrag zum Thema A/B Testing https://www.pa.ag/de/ab-testing-4-praxis-tipps/
  40. 40. 40 pa.ag@peakaceag Resultat – Variation für „SEO“ SEO & A/B Testing verknüpfen https://www.pa.ag/de/ab-testing-4-praxis-tipps/?keyword=SEO
  41. 41. 41 pa.ag@peakaceag Resultat – Variation für „SEA“ SEA & A/B Testing verknüpfen https://www.pa.ag/de/ab-testing-4-praxis-tipps/?keyword=SEA
  42. 42. 42 pa.ag@peakaceag Resultat – Variation für „Content Marketing“ Content Marketing & A/B Testing verknüpfen https://www.pa.ag/de/ab-testing-4-praxis-tipps/?keyword=Content_Marketing
  43. 43. 43 pa.ag@peakaceag Live Testen unter: https://www.pa.ag/de/ab-testing-4-praxis-tipps/?keyword=SEA Gerne ausprobieren! Wir werten dann in Google Analytics aus ;-)
  44. 44. 44 pa.ag@peakaceag Upgrade-Optionen: (1) Server-seitige Einbindung (2) Umsetzung via A/B Testing Tool Wie kann das Setup weiter optimiert werden? Dynamische Inhalte via GTM
  45. 45. 3 Beispiele für ein besseres Zusammenspiel Ads und LP Einzelinhalte abstimmen
  46. 46. #1 Anchoring – Preiswahrnehmung ändern
  47. 47. 47 @peakaceag pa.ag Beispiel: Booking.com Referenzwerte verändern die Wahrnehmung „Anchoring“ führt zu einer angepassten Einschätzung von bspw. Preisen http://web.mit.edu/ariely/www/MIT/Chapters/CA.pdf & https://www.booking.com/
  48. 48. 48 @peakaceag pa.ag Chance nutzen: Große Zahlen in Ads einfügen Anchoring beginnt mit der Ad Copy (u.a. Vergleich mit Preisen) https://www.trivago.de/
  49. 49. #2 Preise und Wertempfindung berücksichtigen
  50. 50. 50 @peakaceag pa.ag Preiseinschätzung wird durch Kontext beeinflusst Referenzwerte und Umgebung in der Website wirken auf den Nutzer Welchen Preis hat das typischerweise? Wie wird der Preis dargestellt? Wie wirkt die Website? Teuer? Billig? Welche anderen Zahlen sehe ich im Umfeld?
  51. 51. 51 @peakaceag pa.ag Achtung! Psychological Backfiring möglich Preisnachlässe können je nach Zielgruppe & Produkt auch negativ wirken https://www.zalando.de/ Kauft das sonst niemand? Stimmt die Qualität nicht? War das vorher komplett überteuert?
  52. 52. 52 @peakaceag pa.ag ▪ „Saisonware“ ▪ „Wechsel auf neue Kollektion“ ▪ „Mengenrabatte“ ▪ … Vorsicht: Auf jeden Fall A/B testen! Begründungen können Wahrnehmung verändern Rationale Argumente wirken negativer Interpretation entgegen
  53. 53. #3 Gedächtnis – Arbeitsweise ausnutzen
  54. 54. 54 @peakaceag pa.ag ▪ Gleiche Umgebung ▪ Ähnliche Stimmung ▪ Übereinstimmende Sprache Gedächtnisleistung wird bei gleichem Kontext besser Positive Einflussfaktoren auf Erinnerung von Fakten
  55. 55. 55 @peakaceag pa.ag Ideal nutzbar bei Display-Anzeigen Ähnlichkeit bei Bildern, Farben und Wording verbessert User Journey https://conversionxl.com/blog/high-user-engagement/
  56. 56. twitter.com/peakaceag facebook.com/peakaceag pa.ag +49 (0)30-832 117 448 s.bath@pa.ag Steffen Bath Team Lead Marketing Technology

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