Optimization Myths Exposed: Common Landing Page Misconceptions

Our optimization experts will quash common misconceptions and share their best strategies to help bring your landing pages to the next level. Tune in to learn how to create a streamlined, engaging experience that drives lead generation. You'll learn: -Why you should use video on your landing page -How your landing page affects your Google Quality Score -How to design your landing page to capture more conversions

Optimization Myths Exposed:
Common Landing Page
Misconceptions
#OptimizationMyths #WistiaCast
&

Housekeeping!
We will send the recording to you early next week.
There will be a Q&A at the end of the webinar.
Follow us on Twitter at @Wistia and @WordStream
Use the #WistiaCast hashtag to chat along the webinar
#OptimizationMyths #WistiaCast

Margot Mazur
Community Manager
@margotcodes
#OptimizationMyths #WistiaCast

About Wistia
We are:
- Video hosting built for
business!
- A library and Community
resource full of video
marketing content and
conversations
We are not:
- A video production company
or marketing agency
#OptimizationMyths #WistiaCast

Erin Sagin
PPC Evangelist
@erinsagin
#OptimizationMyths #WistiaCast

About WordStream
We are:
- Software built to mazimize Paid
Search performance
- Focused on increasing relevance
and Quality Scores in Google
AdWords, automating proven best
practices
#OptimizationMyths #WistiaCast

Marketers
Are Obsessed
With Conversions
#OptimizationMyths #WistiaCast

What’s A Good Conversion Rate, Anyway?
#OptimizationMyths #WistiaCast

Myth: Low CVRs
Mean That You
Must Have
Landing Page
Issues
#OptimizationMyths #WistiaCast

Reality:
You Can Boost
CVRs Without
Touching Your
Landing Pages
#OptimizationMyths #WistiaCast

Conversion Rate = (Captured
Leads/Website Visitors) x 100%
Huge leverage in
changing the
“Landing Page Visitors”
part of the equation by
sending more
QUALIFIED traffic!
#OptimizationMyths #WistiaCast

Targeting the Wrong
Visitors Hurts
#OptimizationMyths #WistiaCast

Consider Keyword Choices &
Targeting Settings
#OptimizationMyths #WistiaCast

Analyze Your Search Query Report
• Adjust
match
types
• Utilize
negative
keywords
#OptimizationMyths #WistiaCast

Hack:
Pre-Qualify
Your Traffic
#OptimizationMyths #WistiaCast

Weed Out
Unqualified Visitors
Before They Click
Through to Your Site
#OptimizationMyths #WistiaCast

Google Shopping Ads
#OptimizationMyths #WistiaCast

Unique Ad Formats
#OptimizationMyths #WistiaCast

Inspire Users to
Take Action
#OptimizationMyths #WistiaCast

Use Countdowns to Create Urgency
#OptimizationMyths #WistiaCast
As sale ends (or supply
diminishes), CTRs and CVRs
increase up to 3X!

Use Ad Customizers To Automate This Process
#OptimizationMyths #WistiaCast

Myth: The
Classic A/B
Test
#OptimizationMyths #WistiaCast

Typical Conversion Rate Optimization Test
#OptimizationMyths #WistiaCast

We Obsess Over Small Tweaks
#OptimizationMyths #WistiaCast

Diet Coke!?
#OptimizationMyths #WistiaCast

Hack:
Experiment With
Different Offers
#OptimizationMyths #WistiaCast

It’s Easy To Get Stuck In A Rut
#OptimizationMyths #WistiaCast

WordStream’s Old Offer
#OptimizationMyths #WistiaCast

How We Knew Our Offer Wasn’t Working
● Average to below average
conversion rates
● Prospects were asking for
more help (through
website and feedback
from Sales Team)
#OptimizationMyths #WistiaCast

Revelation!
Rather than pushing the
product from the get-
go, satisfy their needs
FIRST, then go in for
the kill!
#OptimizationMyths #WistiaCast

Give People What They Want
#OptimizationMyths #WistiaCast

WordStream’s New Offer
#OptimizationMyths #WistiaCast
5X Higher
Conversion Rate!

Hack:
Change Your
Sign-Up Flow
#OptimizationMyths #WistiaCast

Typical Software Download Form
#OptimizationMyths #WistiaCast

Try Moving Registration to the End
#OptimizationMyths #WistiaCast

Or, Let Users Pick Their Path
#OptimizationMyths #WistiaCast

Now,
Over to
Margot!
#OptimizationMyths #WistiaCast

Why video?
● 93% of businesses who use video believe it has
increased user understanding of their product.
● 69% of users say they'd share a branded video if it
had information that might be of interest to friends.
● 64% of businesses who use video believe that it
has led directly to increased sales.
#wistiachat#OptimizationMyths #WistiaCast

72% of businesses who use
video believe that it has
improved the conversion rate of
their website.
* stats from Wyzowl

Video Placement
#OptimizationMyths #WistiaCast

Each zone is 250
pixels in height
#OptimizationMyths #WistiaCast

Play Rate / Zone
#OptimizationMyths #WistiaCast

Adding video to a webinar
registration page makes it
more human and inviting

Example of the landing page for this webinar, with stats
#OptimizationMyths #WistiaCast

What if my offer isn't a webinar?
#OptimizationMyths #WistiaCast

Video on a landing page can
increase conversions by
80% or more

Hold up!
The first time is
rarely a charm.
#OptimizationMyths #WistiaCast

88% of web buyers say
that they’ve abandoned
online shopping carts
without completing a
transaction.
Source: Understanding Shopping Cart Abandonment, Forrester#OptimizationMyths #WistiaCast

Solution: Win Them Back With the All-Mighty
Power of Retargeting
#OptimizationMyths #WistiaCast

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Workshop delivered for the Leeds business Week 2017 event with an emphasis on SMEs building a better customer engagement. Best practices for personalisation and marketing automation through data management, integrated IT architecture and creative content. We looked at how companies can improve their engagement through building personas, design customer journey, better customer interface through integrating IT support to core marketing activities.

MIMA Monthly August 2015 - "Predictive Analytics" - Jeff Marcoux, Microsoft

In a world overrun by data, how do we move beyond dashboards to true customer insights? Data driven marketing is helping us shape the future of marketing by better understanding our customer, creating amazing experiences and building more personal interactions. But, the bigger question is, how do we use it? In a world where the amount of data we have only increases, harnessing intelligent action through predictive analytics is a top priority for marketers. Come hear how you can start using data to unlock your customers and your full marketing potential. We will discuss data visualization, predictive marketing scenarios available to businesses both big and small, and the holy grail of prescriptive marketing with Microsoft’s Jeff Marcoux.

Forward Progress - Digital Marketing for Community Banks

Social Jack

Video & Digital Marketing services, where CMO's and C-Suite of businesses loo...

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BizsuiteAI Review

Abdulsametetinkaya

Track SEO issues and improve your website's visibility in search engines. Have fun and make money with BizSuiteAi's ChatGPT 4 Tech! Start a 6-figure business now with just a few clicks! Use BizSuiteAi commercial license to offer popular services and earn money Start a profitable business. This can be a great side income for your core business. Sell content and other digital marketing services at a premium to generate a large monthly salary.

Bizsuiteai-com .pdf

FancyLife1

Gamification and the power of boosting engagement: Steve Sims

Ben Gilchriest

Presentation from a recent, joint Capgemini - Badgeville event in Sydney, Australia on the role of enterprise gamification in digital transformation. This presentation, from Steve Sims, VP of Badgeville's Behaviour Lab, focuses on how gamification can boost engagement. It covers the background theory to game design and worked examples with real results that supports the theory. Capgemini Australia's Digital Transformation practice, focused on helping our clients find, size and catalyse digital opportunities, and Badgeville, the #1 gamification and behaviour management platform, work in partnership to leverage innovative gamification techniques to accelerate digital transformation in major organizations by engaging, rewarding and motivating employees and customers.

Gamification with BunchBall and SuccessFactors

TalenTeam

When you gamify high-value interactions with customers, employees, and partners, you drive more sales, stronger collaboration, better ROI, deeper loyalty, higher customer satisfaction and more. Come and listen to Alice Thomson, our gamification expert, talking about how gamification works and look at the behind-the-scenes philosophy and psychology that make gamification so effective. Gamification is all about amplifying the effect of an existing, core experience by applying the motivational techniques that make games so engaging. See how that works with SuccessFactors and Bunchball.

Dearing marketing llc.

Chris Dearing

_ 30_4_24 introduce Your Audience to the Future of sales https___aichatagen...

.krishu80

Tech smith+fastspring webinar-april-2019

FastSpring

FastSpring Webinar: How Conversion Optimization Can Transform Your Digital Ca...

FastSpring

Digimarketing for Tourism. Presented at University of the Sunshine Coast

Ian Fenwick, Digital Marketing

What Chitter Doeskevinkowalke

How to Do What #GetChitter Does Without Hiring #GetChitter

kevinkowalke

How to Succeed with Google Ads (with Insider Tips Straight from Google!)

We’re seeing many of the Google Ads trends and changes we predicted come to life as we approach the mid-way point in the year. So how can you learn from your Google Ads performance so far to maintain growth through the rest of 2022? We’ve got the info you need to get over the half-way hump and finish the year strong! Check out these webinar slides to learn: • How to audit your 2022 Google Ads performance so far • Data and insights to help maintain ROI through the second half of the year • New Google Ads tips to capture and nurture leads

How to Generate Content for Demand and Lead Generation

Gabrielle Hailmann

Marketing Concepts - Go-to-Market Templates

Four Quadrant LLC

This Slideshare presentations provides examples of Marketing Concepts as they are found in Go-to-Market Templates provided by Four Quadrant at http://www.fourquadrant.com/products/ Included in the Powerpoint presentation are slides that cover: Marketing Concepts – GTM Strategy Marketing Concepts – Market Maturity Marketing Concepts - Technology Adoption Curve Marketing Concepts – Served Market Marketing Concepts – Competitive Landscape Marketing Concepts – GTM Fundamentals Marketing Concepts - Buyer Behavior Model Marketing Concepts – Sales Marketing Synchronization Marketing Concepts - Journey Board Marketing Concepts – Reverse Engineer Pipeline Marketing Concepts – Communications Marketing Concepts – Demand Plan Marketing Concepts – Lead Timeline Marketing Concepts - Content Marketing Marketing Concepts – Demand Management Marketing Concepts – Nurture Marketing Concepts - Conceptual Architecture See more at Four Quadrant at http://www.fourquadrant.com/products/

Similar to Optimization Myths Exposed: Common Landing Page Misconceptions (20)

Inside eCommerce - Micksgarage Masterclass - April 15th 2014.

[Webinar] How To Be A Data-Driven Marketing Powerhouse With Predictive Analyt...

Improving Customer Engagement through Personalisation & Marketing Automation

MIMA Monthly August 2015 - "Predictive Analytics" - Jeff Marcoux, Microsoft

Forward Progress - Digital Marketing for Community Banks

Video & Digital Marketing services, where CMO's and C-Suite of businesses loo...

BizsuiteAI Review

Bizsuiteai-com .pdf

Gamification and the power of boosting engagement: Steve Sims

Gamification with BunchBall and SuccessFactors

Dearing marketing llc.

_ 30_4_24 introduce Your Audience to the Future of sales https___aichatagen...

Tech smith+fastspring webinar-april-2019

FastSpring Webinar: How Conversion Optimization Can Transform Your Digital Ca...

Digimarketing for Tourism. Presented at University of the Sunshine Coast

What Chitter Does

How to Do What #GetChitter Does Without Hiring #GetChitter

How to Succeed with Google Ads (with Insider Tips Straight from Google!)

How to Generate Content for Demand and Lead Generation

Marketing Concepts - Go-to-Market Templates

More from Internet Marketing Software - WordStream

10 Proven Ways to Drive (Qualified) Traffic to Your Website

Your website is your online storefront, where visitors can learn more about your offerings, build trust in your brand, and eventually become leads and customers. But having a beautiful, easy-to-navigate site isn’t going to gain you more customers if no one can find your site in the first place. In fact, 61% of marketers say their biggest challenge is generating qualified traffic and leads. Check out these webinar slides to learn: • Ways to drive qualified traffic to your site – both free and paid tactics • The importance of setting goals and measuring website traffic • Why website traffic is important

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Lead generation marketing plays a critical role in expanding and promoting your business. But with millions of free resources and offers competing for attention online, acquiring new leads and turning them into paying customers can feel like a never-ending challenge. So, what’s the best way to capture and engage your target customers in an extremely crowded online space? Check out these webinar slides to learn: - How to find the best types of promotions for every industry that maximizes your ROI. - How to use promotions to convince your prospects to take action. - How to grow your email and mobile database, social followers, website traffic, and foot traffic.

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Social media is a game – each site has its own playbook and cheat codes, and you can’t use the platforms aimlessly if you want to win more leads and customers! Since each site is different, how does your business outmaneuver the competition in a space that seems so familiar? Check out these webinar slides as we break down the winning elements of each social media network including Facebook, LinkedIn, and Twitter, PLUS a special Snapchat guest to cover it all.

4 Crucial Small Business Marketing Metrics for 2022: Everything You Need to ...

You can’t make data-driven decisions without data – but how do you know which data really matters? And how do you turn that data into meaningful insights you can actually act on, today? We’ve been doing this for more than a decade, so we understand your biggest reporting and analysis challenges. Check out these webinar slides as we reveal our secrets to better track your marketing performance. You'll learn: • What IS a good marketing ROI? • The 4 key marketing metrics to focus on this year. • Your best marketing strategies for 2022 and the metrics that matter for each.

Acing Google Ads in 2022 (With Insider Tips Straight from Google)

We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more. So what’s changing and how do you need to adapt? We've got the inside scoop (literally!). Check out these webinar slides to learn: • Google Ads evolution and trends for 2022. • Data and insights on impression share & click inflation. • New ideas to try, keyword strategies, and more!

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The clock’s ticking to finalize your 2022 marketing strategy, but what worked this year may not be best next year! In a world of constant changes, how do you prepare? Whether you’ve already created a plan or are trying to scrape one together, check out these webinar slides to: • Identify the best marketing channels for your business • Come up with creative ideas to attract customers • Create an achievable budget and plan

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Our experts have just finished putting the finishing touches on our highly anticipated 2021 search advertising industry benchmarks, which includes real data from 20 of the top industries. With data straight from Google and Microsoft, you'll be able to find out where you stand against your direct competitors in the most critical performance metrics including: - Average cost per click - Average click-through rate - Average cost per lead - Average conversion rate

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