SEMPL20 - ANJA RUS, Senior PPC Account Manager, Red Orbit
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Building optimized post-click experiences When it comes to converting leads to customers, a marketer’s most valuable asset is a targeted landing page.
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SEMPL20 - ANJA RUS, Senior PPC Account Manager, Red Orbit
- 1. BUILDING AN OPTIMIZED POST-CLICK EXPERIENCE Anja Rus
- 2. WHAT IS THE FIRST THING YOU THINK OF WHEN PLANNING A NEW CAMPAIGN?
- 3. ONLINE ADVERTISING ADS SEGMENTATION LANDING PAGE
- 4. WE (ALL) KNOW HOW TO MAKE ADS.
- 6. Target group: Parents Target group: Couples
- 7. OVER 75% OF CONSUMERS WILL ONLY EVALUATE OFFERS IF THEY’RE PERSONALIZED
- 8. SEGMENTATION
- 9. 0% 1% 2% 3% 4% BROAD TARGETING SEGMENTED TARGETING 3,5X higher CTR CPC: 0,34 € 294 clicks CPC: 0,11 € 909 clicks
- 10. NEEDS EXPERIENCES BEHAVIOURS GOALS
- 12. What social networks are they using? What websites are they browsing? What competition websites will they consider? What are complementary products for your product / service? What keywords will they use to find your product in each CDJ phase (SEE, THINK, DO)?
- 13. 97 % CLICKS ON ADS DON’T RESULT IN A CONVERSION
- 14. Landing page Click on an ad
- 15. WHAT IS THE FIRST THING YOU THINK OF WHEN PLANNING A NEW CAMPAIGN?
- 17. You can’t fix what you don’t know is broken …
- 18. Behaviour on the website
- 19. Businesses with 40 or more landing pages generate 12x more leads than those with 1 to 5.
- 20. KEY ELEMENTS OF AN OPTIMAL POST-CLICK EXPERIENCE
- 21. 1. PAGE LOAD SPEED
- 22. >60% mobile users will abandon a page if it takes more than 3 seconds to load.
- 23. Loading time of your websites 0 1 2 3 4 5 6 7 8 9 1 2 3 4 5 6 7 8 9 10 11 Loading time on 3G Google Analytics data, 10/2018
- 24. Average number of lost transactions per year per client 1.200 lost transactions 12 months Lost Ad investment per month: 33% = 100 transactions
- 25. LOST REVENUE: -60.000 €
- 26. For every one second of improvement they experienced up to a 2% increase in conversions. For every 100 ms of improvement, they grew incremental revenue by up to 1%.
- 27. Google experienced a 20% drop in traffic because of an extra 0.5 seconds in load time.
- 28. Google Amazon once ran A/B tests in which they delayed pages in increments of 100 milliseconds. They found that even small delays resulted in “substantial and costly” decreases in revenue.
- 30. 50-70% of website sessions come from mobile
- 31. 20-50% of total online revenue is generated on mobile
- 32. Space is at a minimum. Attention is scarce. Mobile users are very goal oriented. 3 laws for building an optimized mobile website
- 37. First-time visitors Returning visitors / First-time purchasers Repeat purchasers Why personalized landing pages?
- 38. PERSONALIZED LANDING PAGE CONVERTS 4x MORE TRAFFIC THAN GENERIC MARKETING TOWARDS WIDER AUDIENCE BASES.
- 39. WHY ARE PERSONALIZED LANDING PAGES SO POWERFUL?
- 40. “A need to be acknowledged, accepted, validated, affirmed and respected.”
- 43. 85% consumers know that websites track their online behavior, but understand that tracking enables companies to present offers and content that match their interests.
- 44. You can personalize landing pages based on: Visitor’s name, gender, location Company industry and size Device and browser Search query or ad copy Onsite history
- 46. Singapore Chile
- 50. 1. Use features and benefits to explain why a user should make a purchase.
- 51. 2. Reflect your brand’s tone of voice.
- 53. 3. Create scannability with bullet points.
- 55. 4. Use influential words to boost persuasiveness.
- 56. A list of power words that can sell almost anything:
- 58. 5. Use more images and mixed media.
- 60. TAKEAWAYS
- 61. Users want & expect personalized communication. Make personas that can be targetable online. Make sure your website loads fast and is mobile friendly. Put a lot of effort into product descriptions. It’s worth it. Never settle with your current conversion rate. Never stop testing. And the most important thing …
- 62. AD SEGMENT1 SEGMENT2 SEGMENT3 LP AD2 SEGMENT1 SEGMENT2 SEGMENT3 LP SEGMENT1 AD1 AD3 AD2 SEGMENT1 SEGMENT2 SEGMENT3 LP2 SEGMENT1 AD1 AD3 LP3LP1
- 63. Most sales aren’t made with ads. They’re made with landing pages.
- 64. Red Orbit, Jožeta Jame 12,1000 Ljubljana, Slovenia W: www.red-orbit.com |E: info@red-orbit.com | T: +386 (0)590 75 680 Thank you anja.rus@red-orbit.com
Editor's Notes
- I’ll just give you a bit of my background so that you’ll understand why am I talking about building an optimized post-click experience today. I’ve been working on the agency side for 7 years. I’ve started in a full-service/creative agency where my two bosses kinda forced me to learn digital advertising starting with Google and Facebook. And at that time this really wasn’t such a big thing as it is today so I was thinking to myself “OK, Anja, you need to get a serious job. You can’t do Facebook ads for a living”. But 3 years later here I am speaking on SEMPL about a topic which is a bit off-topic for me since I’m a PPC specialist and all my lectures up today were about creating ads, usage of different advertising platforms and so on. I got the idea for my lecture today from my personal frustration with delivering results to the clients to which we are deeply dedicated at Red Orbit. And I’ll explain my frustration to you in a few minutes, but first let me ask you a question …
- Answer to yourself and remember the answer because we’ll need it a bit later.
- Elements of online advertising that affect sales.
- We know how to make ads and we know what elements should an ad have in order to attract user’s attention and click on it.
- But it’s not just about what are you communicating with your ads it’s also to whom are you showing them.
- We all know that not all buyers are the same. That they have different needs and wishes. For example there’s a completely different communication when promoting a hotel to parents or to couples.
- Personalized communication and segmentation of the users are key steps of the pre-click experience
- When talking about segmentation I actually have in mind building personas. But why would you even bother to do that? Why do you need to segment your users?
- It’s for one simple reason – to maximize your ad investment. It’s a fact that personalized ads – ads that are tailored to needs of a certain segment – have higher CTRs and lower CPCs which means you get more website visitors for the same investment.
- Personas are fictional characters, which you create based upon your research in order to represent the different user types that might use your service, product, site, or brand in a similar way. Creating personas will help you to understand your users’ needs, experiences, behaviours and goals. The purpose of working with personas is to be able to develop solutions, products and services based upon the needs and goals of your users.
- You should include details about the user’s education, lifestyle, interests, values, goals, needs, limitations, desires, attitudes, and patterns of behaviour. Give each of your personas a name. But most importantly – think about how are you going to target those personas online.
- You can help yourself with these questions. Kje se izobražujejo, iščejo informacije, browsajo, katera soc. Omrežja uporabljajo
- Ok, so now we have really sexy ads that drive attention of users and precisely defined target audiences. But still … Why is that?
- It’s a fact you’ll never have a 100% CR. And it’s because multiple reasons for example not all users are in the purchase phase when visiting your website, some of them won’t like the product or will think the price is too high, … But if you manage to increase your CR for even 10 % it will be a great victory. So the frustration I was talking about in the beginning is that most of our conversations with our clients end here. We’re focusing so much on the pre-click experience on the ads and creatives and completely forgetting about the place where conversions actually happen – the landing page.
- Question! Post-click experience or landing page experience is unfortunately not something that comes to our mind first but it certainly is the last obstacle before the conversion happens. So my goal today is to convince you to start investing at least a small amount of your time, energy and budget that you usually invest into planning online activities, into planning and designing landing pages. I’m going to talk about post-click experience and how can you optimize it with just a few systematical changes on your website.
- When it comes to converting prospects to customers, a marketer’s most valuable asset is a targeted landing page. Advertisers are familiar with a lot of the things that make a good pre-click experience, but elements affecting the post-click experience may seem a little more foreign.
- Start with analyzing user behaviour within Google Analytics. You can check … And you can also drill-down some of these metrics by individual landing pages so that you can compare them and see what’s working good for you and what needs to be improved.
- But just building more landing pages doesn’t guarantee more conversions. They have to be built right.
- To be more concrete I’m going to present you 4 key elements of an optimal post-click experience.
- I know what you’re all thinking now. Can someone give her a slow clap? That’s nothing new. We’ve been hearing about page loading time for a few years now.
- And I’m pretty sure you’re also familiar with the fact that more than 60% of mobile users … So, why I’m I bothering you with this?
- It’s because you’re still failing. I’ve checked 11 random pages of our clients and the thing is that only 2 of them are satisfying the needs of modern consumers. And that you can imagine how important page speed really is I’ve analyzed how much money you waste each month and how many transactions you give to your competitors just because your page is loading too slow.
- The calculation is made with an average monthly advertising budget. I’ve deducted all the lost mobile sessions due to slow page loading time and come to 100 lost transactions per month. Povprečen vložek v oglaševanje 50-70 % mobile sessions CR: 1,3 %
- If the AOV is 60 € this means you are losing 60.000 € per year and this number is only going to increase.
- These are the most well-known and reputable sites in existence — so if users aren’t willing to wait an extra second for them to load, they probably won’t wait for you.
- When was the last time you opened your website on a mobile phone? Or when did you make a purchase on it via mobile?
- What if I tell you that between 50 and 70% of all your website sessions come from mobile?
- And not only that. Those users generate you between 20 and up to even 50% of online sales. Are you still saying those users aren’t important enough to develop a mobile friendly site for them?
- When you’ll optimize your website for mobile experience, keep in mind these 3 laws. Mobile screens are pretty small and space is at minimum. Mobile users are inpatient, our attention is scarce, we want answers to our questions ASAP. Mobile users are very goal directed, typically seeking a key piece of information that will facilitate their task. Keep the structure simple and information easy to find.
- In other words simplify and specialize. Each site should be streamlined with limited information and fewer functions compared to the full-fledged websites on the PC. Buttons, links, texts and pictures need to be resized to be functional. Navigation through multiple subpages, too, should be kept to a bare minimum.
- Nike is an example of a really good mobile page. Navigation is simple, design is clean and each category has only one or maximum two CTAs so that users know what they need to do. Product category page is also very clear, there are only few most important information about the products with large, clean pictures.
- And this is how their website looks on the desktop where there are more navigation options.
- We know that it usually takes multiple interactions with your website before an individual decides to complete a conversion, so focusing on a quality landing page experience makes visitors more likely to return. So what you would like to do is convince the first-time visitors to return to your page make a purchase and in the end convert them into loyal customers for which we all know they are the most profitable segment.
- The more relevant your landing page is to a visitor, the more likely he is to convert. And it’s a fact that personalized LPs convert 4x more traffic than generic ones.
- Personalization in marketing means “providing customers with interactive experiences tailored to optimally satisfy their individual needs.” And Needs, in this discussion, are critical. Needs are actually the motivating factor behind everything we do. They drive all of our behaviors.
- Deep within every human is the craving desire — that need — to be acknowledged, accepted, validated, affirmed and respected. Psychological pioneer Abraham Maslow recognized this human desire on his Hierarchy of Needs pyramid. He described it broadly as “esteem” and more specifically as “confidence, achievement and respect of others.”
- It’s a fact that we like seeing our names on things.
- We enjoy seeing having our personal needs met with a touch of individuality and style. All of this coheres with our basic human need, and the ways in which humans are trained to interact with one another. To fulfill individual’s needs for esteem, we listen to them, use their name, identify their wants and satisfy their needs. This is, also, how the psychology of landing pages works. A landing page, can help contribute to an individual’s sense of worth and esteem.
- Creating personalized landing pages creates a user experience that simply can’t be matched by even the best target audience profiles. Think about it. You can personalize landing pages based on anything, including:
- This is an example of a personalized LP which dynamically creates a product landing page and generates content based on a user’s search query.
- Another example of a personalized LP is from Hertz – a rent-a-car company which personalizes their landing pages based on the user’s location.
- The last but definitely not least important element of an optimal LP is a product description.
- Do you know what is this? You could probably guess it’s a mask of some kind.
- Here’s the product description. Because this product is somewhat unique and relatively new to the market, it requires a bit more information. This company does a good job of outlining what the product does, why it’s better than a traditional snorkel, and how it can improve the diving experience. It’s a great product description for a somewhat confusing and unknown product.
- You don’t have to list benefits of every feature. Pick the 3 highest value features and describe the advantages of the features and what they bring to the table. Explain how it will solve a problem or help the customer.
- Be consistent. That way users can remember you.
- As you can see this is a pretty unique product description but what’s most important the company communicates in this tone throughout their whole page. They are consistent because this is the best way for users to remember the brand.
- We all know that users usually just scan the website in order to reduce their time and energy so giving them information in bullet points will make the content easy to read and understand.
- There’s a list of power words by Jon Morrow that can sell almost anything.
- I mean, I would buy this 700$ cigar scissors just because it sounds so good. The right choice of words can affect your CRs a lot so I advice you to put some thought into it.
- Does anybody know what this thingy here is? Of course you don’t because this looks weird. Why would you want to have this hideous button on your phone? It’s a mobile holder. And it’s a relatively new product on the market. And as you know with new products you need to be even more careful to introduce them properly to consumers so that they understand why do they event need it. And I’ll share my personal story about this product. So as I said I first saw this weird thing on my co-workers phone and we were all making fun of him, well we still are. But at some point I don’t know how but this company that sells these holders started following me with ads on Facebook. Just out of curiosity I checked their website and bounced. And they’ve been following me with remarketing ads for a couple of months now doing a pretty good job describing the features of this thingy. And one of them is also that this holder prevents you from dropping your phone on the floor which happens to me almost every week because I’m a bit clumsy. And on the website they also have lots of images of the product in usage and not only that they also have a video with this nice girl explaining why do you need to buy this product and what does it do. And when you see that you can choose from several different designs and colors I must say I’ve started to think about maybe buying it. This comes from the nature of online shopping where we can’t see, touch or feel the products in person and we need to pay in advance not knowing if we’ll even get the items. So by showing multiple images and videos of the product you will actually decrease the consumers’ risk of buying online.
- You don’t need fancy tools and artificial intelligence to optimize your landing page experience. Just personalize them according to your segments. First advertising campaigns looked like this: we were showing one ad creative to several segments which we led to one LP. Then we personalized the communication for each segment but still led them to one LP. And what you need to do is THIS. Personalized communication for each segment that you lead to personalized LP.
- Today, most sales aren’t made with ads. They’re made with landing pages. And optimizing the post-click experience is a win-win: Your visitors get what they were promised, you get them as a customer, and your business grows as a result.