As PPC specialists, we tend to focus too much on optimizations on the ad level, without much focus on where we're sending clients. Instead of putting all your time in AdWords, work with your site developers to increase conversions through systematically testing your landing pages in real-time. By leveraging your server to perform instant split level testing, you can produce measurable results for even the most minute changes on your landing pages.

1. PPC & Landing Page Optimization
searchHOU
Chad Ostroff
Design & Development Team Lead
Forthea
August 19, 2015

2. Chad Ostroff
Professional
• 1998
• WordPress
• CRO
• Forthea Team Lead
Personal
• Beach volleyball
• Mountain biking
• Travel
• Foodie
WHO

3. Defined
Landing page optimization (LPO) is one part of a
broader Internet marketing process called
conversion optimization, or conversion rate
optimization (CRO), with the goal of improving the
percentage of visitors to the website that become
sales leads and customers.
LPO

4. Testing, Testing, TestingLPO
Split Testing (aka A/B Testing)
Testing two versions of a web page for best performance
Multivariate Testing
Multiple variables are manipulated trying to determine
which variation of elements will perform the best out of all
possible combinations

5. Testing, Testing, TestingLPO

6. Testing Strategy
• Goal in mind…
• Don’t test just to test
– Test to validate decisions
• Threshold
– Timeframe
– Clicks
– Conversions
• What defines a winner?
• Always test simultaneously
LPO

7. Split Testing Software
Client-side: Executed by the browser, using JavaScript
determines which content to load
Server-side: Software runs on the server, pages are
compiled and displayed in its final form
LPO

8. Testing Platforms
Client-side
• Adobe
• Convert
• Crazyegg
• Google Analytics
• Optimizely
• Unbounce
• VWO
LPO
Server-side
• ClickThroo
• Split Test Accelerator
• Azure

9. Google Analytics ExperimentLPO
• No cost

10. Advantages/Disadvantages
Client-side
• Ease
• Time
• Access
• Functionality
Server-side
• Control
• Soft launches
• Language Limitations
• Server Specs
• Hardware
Dependencies
LPO

11. Optimization Strategy
What to test…
• CTAs
• Headlines
• Form Length
• Layout
• Pricing
• Promos
• Images
• Content length
LPO

12. Company:
Contact:
Email:
Web:
Twitter:
Contact
Forthea
Chad Ostroff
costroff@forthea.com
www.forthea.com
@forthea/@lingokid