A paid landing page analysis is a process of determining the strengths and weaknesses of paid media campaign landing pages, based on best practice adherence and user data. In this session, you’ll learn when to perform a paid media landing page analysis, how to evaluate a paid landing page using seven necessary page elements, common problems to avoid, and the best practices to implement.

1. KEYNOTE
DENVER, CO ~ MAY 8 - 9, 2023
DIGIMARCONROCKYMOUNTAINS.COM | #DigiMarConRockyMountains
Travis McKnight
CONTENT STRATEGY ARCHITECT
PORTENT
How to Perform a Paid
Landing Page Analysis

2. How to Perform a Paid
Landing Page Analysis
Travis McKnight

3. What a Paid Landing Page Analysis Is
When to Perform an Analysis
The Content to Evaluate During an
Analysis
You will learn:

4. What is a
Paid Landing Page
Analysis?

5. A paid landing page analysis is the process of
determining the strengths and
weaknesses of paid media campaign
landing pages, based on best practice
adherence and user data.

6. When to Perform a
Paid Landing Page
Analysis

7. After identifying a need for
granular changes to improve
underperforming campaign
pages.

8. As a preventative review before
the you publish a new paid
landing page.

9. When performing a
competitor review or
gap analysis.

10. Tasks Before You Get Started

11. Collect the following data to give you a
performance baseline:
● Pageviews
● Device used
● Time on page or engagement rate
● Conversion rate
● Abandonment rate
● Heat mapping data

12. The Content to Evaluate
During an Analysis

13. 7 Focus Areas
Analyzing these seven
page elements will
empower you to
capture and
address the most
common mistakes.

14. Page Title
14

15. What Makes a Good Title?
The paid landing page title must:
● Authentically match the ad copy
● Be succinct
● Represent the content on the
page
A disconnect between the ad copy, page
title and page content can cause up-to a
90% bounce rate.
Source: HubSpot

16. The Ad We See

17. The LP We Get = Bad Experience

18. The Ad We See

19. The LP We Get =
Good Experience

20. Subheadings & Copy
20

21. Quality Subheadings Are:
● Short and to the point
● Scannable and informative
● Representing the content on the
page
● Reinforcing user expectations
● Including keywords relevant to
the ad and user’s search intent

22. Subheadings = Good Experience

23. Subheadings = Bad Experience

24. What Makes Quality Copy?
● Short and to the point
● Educate users about the product or
service
● Drive home value propositions and
motivate users to act
● Provide the benefits of action vs. the
cost of inaction
● Including keywords relevant to the
user’s search intent

25. Copy = Good Experience

26. Copy = Bad Experience

27. Trust Indicators
27

28. Value of Trust Indicators
Trust indicators improve conversion
rates by providing context and value.
Trust indicators can include:
● Your best client testimonials
● Notable press mentions
● Client/Partner logos
● Awards
● Positive user reviews

29. Good Trust Indicators Are:
● Easy to visually digest
● Provides evidence of your expertise
● Has sourcing
● Adds meaningful context

30. What does
this page
get wrong
about trust
indicators?

31. What does
this page
get right
about trust
indicators?

32. Call to Action
32

33. Quality Call to Actions Are:
● Visually distinct
● Above the fold (in most instances)
● Actionable with precise copy
● Avoiding generic statements like
“learn more,” “buy now,” or
“subscribe”
● Giving users an idea of what
happens after interacting with the
CTA

34. This page does several things wrong with CTAs.

35. This page does several things right with CTAs.

36. Accessible Forms
36

37. Why Optimize Forms?
You can ease users’ anxiety and
improve conversions.
● Limit the number of form fields to the
bare necessities
● Input fields (e.g., Name) are always
visible
● Required form fields must be known
upfront
● Form functionality passes accessibility
best practices

38. This form does
several things right
and but still gets
things wrong.

39. This form does
almost everything
right

40. Images & Video
40

41. Power of Images & Video
Compelling visuals help users better
understand the product or service.
“Compelling” is often subjective for
images and video content.
Focus on ensuring all images or
videos provide valuable context
and drive users toward a
conversion.

42. ● The melting ice
symbolizes the
polar bear needs
help.
● The image
complements the
hero copy through
symbolism.
● The bear’s face
points directly at
the Give now
button.

43. Negative Space
43

44. Why Include Negative Space?
Paid media landing pages usually have a
single goal.
Keeping the design and layout
simple and clutter-free is essential
for conversions.
Use negative space as a breathing room
for your users, or a pause between your
selling points.

45. When information is broken out into
meaningful and clearly-defined
sections, it makes it easier for the
user to consume the information on
the page.
The easier information is to
digest, the quicker users will
understand if they want to
convert.

46. Remember…
To get the best out of
your paid media
campaigns, optimize
these seven focus areas.
Test changes and then
evaluate performance
with heat mapping tools
and analytics data.

47. Questions?

48. Thank You
Travis McKnight
Portent.com
Email: tmcknight@portent.com
LinkedIn:
https://www.linkedin.com/in/khellendos/