SlideShare uma empresa Scribd logo
1 de 61
Baixar para ler offline
HOW TO CREATE
SMART
LANDING PAGES
How to Create Smart Landing Pages, by Joy Cropper
• Traffic from a campaign Campaign landing page
– Pay per click (SEM)
– Online display
– Email
– Social
• Created specifically to get a visitor to take a specific action
• Different than website or SEO landing pages
– Print
– Direct mail
– TV
– Radio
– Outdoor
EARN
TRUST
REDUCE
FRICTION
FOR SMART
LANDING PAGES
10TIPS
• Consistency between campaign & landing page
• Reduce clutter
• Important elements above the fold
• Short copy is better
• Short forms are better
• CTA buttons
• Include trust elements
• Use directional cues
• Optimize for mobile
• Aim for multiple landing pages
10T I P S
Consistency between campaign
and landing page
• Message match – copy, keywords
• Visual match – photos, colors, branding
• Motivation match – pay off the promise
1
T I P
Message & visual match
Display ad
Landing Page
A - Control B – PPC keyword
Source:MECLABSResearch
4.9%  12.1%
+144%
Reduce clutter
• Distractions = lower conversion rates
• Strip anything that might detract from a conversion
– Page navigation
– Off-page links
– Unnecessary copy
– Unnecessary form fields
2
T I P
A B
Source:WhichTestWon
How to Create Smart Landing Pages, by Joy Cropper
Winner: LESS CLUTTER
+2,069%
Important elements above the fold
3
T I P
( & M Y T H )
• Value proposition, call to action and conversion point
• 5-second test
Important elements above the fold
• However, there is a correlation between the complexity of
the product or offer and the CTA placement
KISSmetrics found that “higher conversion rates have nothing to do with
whether the button is above the fold, and everything to do with whether the
button is below the right amount of good copy.”
• Key: have call to action visible at point where
prospect has become convinced to take action
3
T I P
( & M Y T H )
Short copy is better
• Scannable content
• Engaging headline
• Subheads
• Bullets
• Short copy blocks
4
T I P
( & M Y T H )
Short copy is better
• However, the more commitment a conversion requires, the
more copy you might need
• Key: Use as much copy as your potential customer needs to
make an informed decision
– Longer copy complex offers with high anxiety
(such as a payment or many form fields)
– Shorter copy simple offers with low anxiety
4
T I P
( & M Y T H )
A – Short copy B – Long copy
Source:WhichTestWon
How to Create Smart Landing Pages, by Joy Cropper
How to Create Smart Landing Pages, by Joy Cropper
A B
?
Winner: SHORT
+36
%
Shorter forms are better
• Shorter forms = less friction, more leads
• Longer forms = more friction, fewer leads
An Eloqua study found the ‘sweet spot’ for form length is between 5-10 fields
where 7 was the optimal number.
5
T I P
( & M Y T H )
…but higher quality
Shorter forms are better
• Work/reward ratio
– Is offer valuable enough to the visitor to be worth form completion?
• Create the appearance of a low hurdle to conversion
– Break long forms into multi-step experiences
– Set expectations with progress bars
– Pre-populate form fields
• Optional fields
5
T I P
( & M Y T H )
A – Longer Form B – Shorter Form
?Source: WhichTestWon
Winner: LONG
+31
%
CTA buttons
• Contrasting color
• Big is good
• White space
6
T I P
CTA buttons
• Use language that speaks to the value they will get
– Download 5 Steps to a Great Landing Page
– Request Free Quote
– Get Started Today
6
T I P
A - RESERVE B – BOOK NOW
?Source: MECLABS Research
Winner: RESERVE
+12
%
Include trust elements
• “Social proof”
– Real customer testimonials
– Ratings
– Facebook or Twitter plugins
– Partner logos
7
T I P
Include trust elements
• Third-party verification symbols
7
T I P
Use directional cues
• Literally point the visitor to what you want them to do
– Arrows
– Eyes gazing
– Fingers pointing
8
T I P
13.2% -> 22.2%
+68
%
Source: Monetate
Optimize for mobile9
T I P
Source: Google’s “Our Mobile Planet” Report, Jan 2014, USA Smartphone Usage
USA
Optimize for mobile
• Device-specific versions of the page
• Responsive design to automatically adjust to the visitor’s
screen size ( http://www.sportevents.com/landing/super_bowl_packages )
9
T I P
A - Desktop B - Mobile-optimized
Source:IonInteractive
+153%
Winner: Mobile-optimized
Aim for multiple landing pages
• More landing pages means more targeting opportunities
– Traffic source-specific
– Campaign-specific / offer-specific (create more offers)
10
T I P
Aim for multiple landing pages
• Increased relevancy means more conversions
Businesses with 31-40 landing pages get 7x more leads than those with 1-5 pages.
Businesses with 40+ landing pages get 12x more leads than those with 1-5 pages.
– Hubspot
10
T I P
Aim for multiple landing pages
• Consider investing in a landing page creation tool
– HubSpot
– Unbounce
– ClickThroo
10
T I P
• Consistency between campaign & landing page
• Reduce clutter
• Important elements above the fold
• Short copy is better
• Short forms are better
• CTA buttons
• Include trust elements
• Use directional cues
• Optimize for mobile
• Aim for multiple landing pages
10T I P S
Headline consistent with ad
Subhead as needed
Form Headline
Call to Action
Text explaining offer and benefits of
product or service.
• Bulleted feature / benefit statement
• Bulleted feature / benefit statement
• Bulleted feature / benefit statement
Footer (privacy, terms)
Logo
Hero shot
Testimonials, social proof, logos, video
TRACKING & REPORTING
What to track and report
• By traffic source
– Cost
– Unique visitors
– Conversions/leads
– Cost per lead/acquisition
– Bounce rate
– Conversion rate
Imagesource:IonInteractive
Track beyond the conversion rate
AD PERFORMANCE LANDING PAGE PERFORMANCE SALES TEAM PERFORMANCE
Budget IMPs
Unique
Clicks CTR CPC
Form
Leads
Phone
Leads
Total
Leads
LP Conv
Rate CPL # Sales
Sales
Conv
Rate $ Sales
Avg $
Per Sale
SEM $66,885 2,654,136 21,006 0.79% $3.18 506 319 825 3.9% $81.07 52 6.3% $368,415 $7,085
Ad Group 1 $3,741 90,644 951 1.05% $3.93 59 30 89 9.4% $42.04 1 1.1% $4,500 $4,500
Ad Group 2 $12,474 378,570 6,888 1.82% $1.81 110 84 194 4.0% $64.30 11 5.7% $63,496 $5,772
Ad Group 3 $22,741 509,592 7,971 1.56% $2.85 149 106 255 3.2% $89.18 24 9.4% $198,755 $8,281
Ad Group 4 $4,915 331,288 668 0.20% $7.36 59 34 93 13.9% $52.85 2 2.2% $12,009 $6,005
Ad Group 5 $23,013 1,344,042 6,528 0.49% $3.53 129 65 94 1.4% $244.82 14 14.9% $89,655 $6,404
In-page analytics
Traffic by source: LP Visits Time Spent Top nav links clicked: % of total
Online Display 6,243 00:09 Location Finder 254 37%
SEM 1,810 00:33 Service Line 1 164 24%
Outdoor 49 00:08 Service Line 2 110 16%
Radio 26 01:38 Service Line 3 105 15%
TV 11 02:46 Service Line 4 56 8%
Print 7 00:20
Direct (none) 9 00:34
Total / Average 8,146 00:53 Top 10 location searches: % of total
City 1 118 16%
Top landing page actions: % of total visits City 2 100 13%
Location Search 751 9% City 3 98 13%
Clicked on Page Navigation 688 8% City 4 58 8%
Viewed Map 98 1% City 5 32 4%
Tracking toolbox
• Unique URLs
• Trackable phone numbers
• Tracking pixels
• Google Analytics:
– Event tracking
– Conversion goals
TESTING
What to test
• Layout
• Headline
• Offer
• Copy – short vs. long, style
• Images – hero shot, video
• Form – style, number of fields
• Buttons – color, CTA language, placement, size
Innovation vs. Iteration
Image source: Ion Interactive
A/B vs. Multivariate
Image source: Ion Interactive
Do you have enough traffic to test?
• Use a test duration calculator to determine how long a test
will take to give you good results
– http://visualwebsiteoptimizer.com/ab-split-test-duration/
• If calculator says 8 weeks or less, go ahead
Testing tools
• Google Analytics Content Experiments
• Optimizely
• Visual Website Optimizer
• Maxymiser
• Unbounce
• Adobe Test & Target
• Don’t rush to judgment
• Results may surprise you
A – Offer B – No Offer
?
Source:WilliamsRandallMarketing
Winner: NO OFFER
+74
%
GETTING STARTED
Getting started
• Evaluate your buying process, plan out LPs/offers that will
drive visitors directly into your conversion funnel
• Sketch pages out, compare layout and content to the 10 tips
• Collaborate with your creative/programming team or invest
in a landing page creation tool
• Start tracking to get a baseline
• Then try a test
Joy Cropper
Joy.cropper@willran.com

Mais conteúdo relacionado

Mais procurados

SEO and Conversion Optimization
SEO and Conversion OptimizationSEO and Conversion Optimization
SEO and Conversion OptimizationRenee Girard
 
Amiro Consulting - Cloud Marketing Solutions
Amiro Consulting - Cloud Marketing SolutionsAmiro Consulting - Cloud Marketing Solutions
Amiro Consulting - Cloud Marketing SolutionsAmiro Consulting
 
SEO & CRO - Acquiring & Engaging Customers Through Digital Marketing
SEO & CRO - Acquiring & Engaging Customers Through Digital MarketingSEO & CRO - Acquiring & Engaging Customers Through Digital Marketing
SEO & CRO - Acquiring & Engaging Customers Through Digital MarketingRenee Girard
 
Reach your online potential & help customers find you locally
Reach your online potential & help customers find you locallyReach your online potential & help customers find you locally
Reach your online potential & help customers find you locallyDeluxe Corporation
 
Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...
Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...
Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...Marty Hayes
 
IOH Webinar sept 2014 complete for pdf
IOH Webinar sept 2014 complete for pdfIOH Webinar sept 2014 complete for pdf
IOH Webinar sept 2014 complete for pdfFrank Reeves
 
The Building Blocks of Paid Search - WooCommerce Developers Conference
The Building Blocks of Paid Search - WooCommerce Developers ConferenceThe Building Blocks of Paid Search - WooCommerce Developers Conference
The Building Blocks of Paid Search - WooCommerce Developers ConferenceElizabeth Marsten
 
Paid Search Relationships: It's Complicate - Friends of Search
Paid Search Relationships: It's Complicate - Friends of SearchPaid Search Relationships: It's Complicate - Friends of Search
Paid Search Relationships: It's Complicate - Friends of SearchElizabeth Marsten
 
eCommerce for Everyone: What to Expect in 2017 - State of Search
eCommerce for Everyone: What to Expect in 2017 - State of SearcheCommerce for Everyone: What to Expect in 2017 - State of Search
eCommerce for Everyone: What to Expect in 2017 - State of SearchElizabeth Marsten
 
Group14 belly card
Group14 belly cardGroup14 belly card
Group14 belly cardSalil Damle
 
Ektron London Conference: Cross Channel Personalisation and Behavioural Marke...
Ektron London Conference: Cross Channel Personalisation and Behavioural Marke...Ektron London Conference: Cross Channel Personalisation and Behavioural Marke...
Ektron London Conference: Cross Channel Personalisation and Behavioural Marke...Ektron
 
Greg Sterling — Why Listings Management Still Matters | 5 Hours of Local SEO
Greg Sterling — Why Listings Management Still Matters | 5 Hours of Local SEOGreg Sterling — Why Listings Management Still Matters | 5 Hours of Local SEO
Greg Sterling — Why Listings Management Still Matters | 5 Hours of Local SEOSemrush
 
The Secret to Great Search Campaigns
The Secret to Great Search CampaignsThe Secret to Great Search Campaigns
The Secret to Great Search CampaignsBloomReach
 
Core Concepts of Paid Search Marketing
Core Concepts of Paid Search MarketingCore Concepts of Paid Search Marketing
Core Concepts of Paid Search MarketingStukent Inc.
 
Leveraging Big Data Analytics in Deriving Consumer Insights - Lion&Lion
Leveraging Big Data Analytics in Deriving Consumer Insights - Lion&LionLeveraging Big Data Analytics in Deriving Consumer Insights - Lion&Lion
Leveraging Big Data Analytics in Deriving Consumer Insights - Lion&LionMerlien Institute
 
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media EffectivenessNordicClick Interactive
 
Content + Commerce, Customer Partner Dag 2014
Content + Commerce, Customer Partner Dag 2014Content + Commerce, Customer Partner Dag 2014
Content + Commerce, Customer Partner Dag 2014Episerver
 
David Kain at J.D. Power and Associates Automotive Internet Roundtable
David Kain at J.D. Power and Associates Automotive Internet RoundtableDavid Kain at J.D. Power and Associates Automotive Internet Roundtable
David Kain at J.D. Power and Associates Automotive Internet RoundtableKelly Automotive
 

Mais procurados (20)

SEO and Conversion Optimization
SEO and Conversion OptimizationSEO and Conversion Optimization
SEO and Conversion Optimization
 
Amiro Consulting - Cloud Marketing Solutions
Amiro Consulting - Cloud Marketing SolutionsAmiro Consulting - Cloud Marketing Solutions
Amiro Consulting - Cloud Marketing Solutions
 
SEO & CRO - Acquiring & Engaging Customers Through Digital Marketing
SEO & CRO - Acquiring & Engaging Customers Through Digital MarketingSEO & CRO - Acquiring & Engaging Customers Through Digital Marketing
SEO & CRO - Acquiring & Engaging Customers Through Digital Marketing
 
Reach your online potential & help customers find you locally
Reach your online potential & help customers find you locallyReach your online potential & help customers find you locally
Reach your online potential & help customers find you locally
 
Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...
Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...
Conversion Rate Optimisation: Making The Most of Your Website (Service Networ...
 
IOH Webinar sept 2014 complete for pdf
IOH Webinar sept 2014 complete for pdfIOH Webinar sept 2014 complete for pdf
IOH Webinar sept 2014 complete for pdf
 
The Building Blocks of Paid Search - WooCommerce Developers Conference
The Building Blocks of Paid Search - WooCommerce Developers ConferenceThe Building Blocks of Paid Search - WooCommerce Developers Conference
The Building Blocks of Paid Search - WooCommerce Developers Conference
 
Paid Search Relationships: It's Complicate - Friends of Search
Paid Search Relationships: It's Complicate - Friends of SearchPaid Search Relationships: It's Complicate - Friends of Search
Paid Search Relationships: It's Complicate - Friends of Search
 
eCommerce for Everyone: What to Expect in 2017 - State of Search
eCommerce for Everyone: What to Expect in 2017 - State of SearcheCommerce for Everyone: What to Expect in 2017 - State of Search
eCommerce for Everyone: What to Expect in 2017 - State of Search
 
Group14 belly card
Group14 belly cardGroup14 belly card
Group14 belly card
 
Ektron London Conference: Cross Channel Personalisation and Behavioural Marke...
Ektron London Conference: Cross Channel Personalisation and Behavioural Marke...Ektron London Conference: Cross Channel Personalisation and Behavioural Marke...
Ektron London Conference: Cross Channel Personalisation and Behavioural Marke...
 
Greg Sterling — Why Listings Management Still Matters | 5 Hours of Local SEO
Greg Sterling — Why Listings Management Still Matters | 5 Hours of Local SEOGreg Sterling — Why Listings Management Still Matters | 5 Hours of Local SEO
Greg Sterling — Why Listings Management Still Matters | 5 Hours of Local SEO
 
The Secret to Great Search Campaigns
The Secret to Great Search CampaignsThe Secret to Great Search Campaigns
The Secret to Great Search Campaigns
 
Core Concepts of Paid Search Marketing
Core Concepts of Paid Search MarketingCore Concepts of Paid Search Marketing
Core Concepts of Paid Search Marketing
 
Marty Weintraub - Advanced Search Summit Napa 2019
Marty Weintraub - Advanced Search Summit Napa 2019Marty Weintraub - Advanced Search Summit Napa 2019
Marty Weintraub - Advanced Search Summit Napa 2019
 
Leveraging Big Data Analytics in Deriving Consumer Insights - Lion&Lion
Leveraging Big Data Analytics in Deriving Consumer Insights - Lion&LionLeveraging Big Data Analytics in Deriving Consumer Insights - Lion&Lion
Leveraging Big Data Analytics in Deriving Consumer Insights - Lion&Lion
 
Website workout
Website workoutWebsite workout
Website workout
 
30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness30 *Free* Tools to Measure Your Social Media Effectiveness
30 *Free* Tools to Measure Your Social Media Effectiveness
 
Content + Commerce, Customer Partner Dag 2014
Content + Commerce, Customer Partner Dag 2014Content + Commerce, Customer Partner Dag 2014
Content + Commerce, Customer Partner Dag 2014
 
David Kain at J.D. Power and Associates Automotive Internet Roundtable
David Kain at J.D. Power and Associates Automotive Internet RoundtableDavid Kain at J.D. Power and Associates Automotive Internet Roundtable
David Kain at J.D. Power and Associates Automotive Internet Roundtable
 

Destaque

Kichbandayhoctinhoc10 bai4-140615131551-phpapp01-140618033132-phpapp01
Kichbandayhoctinhoc10 bai4-140615131551-phpapp01-140618033132-phpapp01Kichbandayhoctinhoc10 bai4-140615131551-phpapp01-140618033132-phpapp01
Kichbandayhoctinhoc10 bai4-140615131551-phpapp01-140618033132-phpapp01Lã Văn Hải
 
Ten Key Insights from 15 Years of Customer Journey Mapping
Ten Key Insights from 15 Years of Customer Journey MappingTen Key Insights from 15 Years of Customer Journey Mapping
Ten Key Insights from 15 Years of Customer Journey Mappingsuitecx
 
Monitor LED AOC - e2461Fwh
Monitor LED AOC - e2461FwhMonitor LED AOC - e2461Fwh
Monitor LED AOC - e2461FwhAOC vision
 
Nagata, Company Profile - Thein Sann
Nagata, Company Profile - Thein SannNagata, Company Profile - Thein Sann
Nagata, Company Profile - Thein SannEthical Sector
 
Planning and research results
Planning and research resultsPlanning and research results
Planning and research resultsjoewilson1997
 
Letterkenny Report_WomenMakingDifference_June 2013
Letterkenny Report_WomenMakingDifference_June 2013Letterkenny Report_WomenMakingDifference_June 2013
Letterkenny Report_WomenMakingDifference_June 2013Sinéad Lynch
 
CEOltenianews nr 1 / 2014
CEOltenianews nr 1 / 2014CEOltenianews nr 1 / 2014
CEOltenianews nr 1 / 2014Nicu Ilie
 
Tin hoc là mot nghanh khoa ho
Tin hoc là mot nghanh khoa hoTin hoc là mot nghanh khoa ho
Tin hoc là mot nghanh khoa hoLã Văn Hải
 
Wedding Venues in Dallas Design District - Seven for Parties
Wedding Venues in Dallas Design District - Seven for PartiesWedding Venues in Dallas Design District - Seven for Parties
Wedding Venues in Dallas Design District - Seven for PartiesSeven for Parties
 
The ‘Roundtable: Tourism on Human Rights’ (Europe) – how it began via Skype -...
The ‘Roundtable: Tourism on Human Rights’ (Europe) – how it began via Skype -...The ‘Roundtable: Tourism on Human Rights’ (Europe) – how it began via Skype -...
The ‘Roundtable: Tourism on Human Rights’ (Europe) – how it began via Skype -...Ethical Sector
 
Heritage Management, Planning and Tourism: Experiences from Sukhothai (Thaila...
Heritage Management, Planning and Tourism: Experiences from Sukhothai (Thaila...Heritage Management, Planning and Tourism: Experiences from Sukhothai (Thaila...
Heritage Management, Planning and Tourism: Experiences from Sukhothai (Thaila...Ethical Sector
 
Progetto Nutriheart - Genetica e nutrizione per la salute del cuore
Progetto Nutriheart - Genetica e nutrizione per la salute del cuoreProgetto Nutriheart - Genetica e nutrizione per la salute del cuore
Progetto Nutriheart - Genetica e nutrizione per la salute del cuoreNutriheartProject
 
Diapositivfinales
DiapositivfinalesDiapositivfinales
DiapositivfinalesMARYI126
 

Destaque (20)

Kichbandayhoctinhoc10 bai4-140615131551-phpapp01-140618033132-phpapp01
Kichbandayhoctinhoc10 bai4-140615131551-phpapp01-140618033132-phpapp01Kichbandayhoctinhoc10 bai4-140615131551-phpapp01-140618033132-phpapp01
Kichbandayhoctinhoc10 bai4-140615131551-phpapp01-140618033132-phpapp01
 
Ten Key Insights from 15 Years of Customer Journey Mapping
Ten Key Insights from 15 Years of Customer Journey MappingTen Key Insights from 15 Years of Customer Journey Mapping
Ten Key Insights from 15 Years of Customer Journey Mapping
 
Monitor LED AOC - e2461Fwh
Monitor LED AOC - e2461FwhMonitor LED AOC - e2461Fwh
Monitor LED AOC - e2461Fwh
 
Chu de3 nhom2
Chu de3 nhom2Chu de3 nhom2
Chu de3 nhom2
 
Nagata, Company Profile - Thein Sann
Nagata, Company Profile - Thein SannNagata, Company Profile - Thein Sann
Nagata, Company Profile - Thein Sann
 
Seven for parties
Seven for partiesSeven for parties
Seven for parties
 
Planning and research results
Planning and research resultsPlanning and research results
Planning and research results
 
Letterkenny Report_WomenMakingDifference_June 2013
Letterkenny Report_WomenMakingDifference_June 2013Letterkenny Report_WomenMakingDifference_June 2013
Letterkenny Report_WomenMakingDifference_June 2013
 
CEOltenianews nr 1 / 2014
CEOltenianews nr 1 / 2014CEOltenianews nr 1 / 2014
CEOltenianews nr 1 / 2014
 
Tin hoc là mot nghanh khoa ho
Tin hoc là mot nghanh khoa hoTin hoc là mot nghanh khoa ho
Tin hoc là mot nghanh khoa ho
 
Wedding Venues in Dallas Design District - Seven for Parties
Wedding Venues in Dallas Design District - Seven for PartiesWedding Venues in Dallas Design District - Seven for Parties
Wedding Venues in Dallas Design District - Seven for Parties
 
L chatmon a2keynote
L chatmon a2keynoteL chatmon a2keynote
L chatmon a2keynote
 
Lecture04 05
Lecture04 05Lecture04 05
Lecture04 05
 
WMU PgDip Brochure 2016
WMU PgDip Brochure 2016WMU PgDip Brochure 2016
WMU PgDip Brochure 2016
 
Skaters kk
Skaters kkSkaters kk
Skaters kk
 
Okino
OkinoOkino
Okino
 
The ‘Roundtable: Tourism on Human Rights’ (Europe) – how it began via Skype -...
The ‘Roundtable: Tourism on Human Rights’ (Europe) – how it began via Skype -...The ‘Roundtable: Tourism on Human Rights’ (Europe) – how it began via Skype -...
The ‘Roundtable: Tourism on Human Rights’ (Europe) – how it began via Skype -...
 
Heritage Management, Planning and Tourism: Experiences from Sukhothai (Thaila...
Heritage Management, Planning and Tourism: Experiences from Sukhothai (Thaila...Heritage Management, Planning and Tourism: Experiences from Sukhothai (Thaila...
Heritage Management, Planning and Tourism: Experiences from Sukhothai (Thaila...
 
Progetto Nutriheart - Genetica e nutrizione per la salute del cuore
Progetto Nutriheart - Genetica e nutrizione per la salute del cuoreProgetto Nutriheart - Genetica e nutrizione per la salute del cuore
Progetto Nutriheart - Genetica e nutrizione per la salute del cuore
 
Diapositivfinales
DiapositivfinalesDiapositivfinales
Diapositivfinales
 

Semelhante a How to Create Smart Landing Pages, by Joy Cropper

Marketing Analytics: Building a Reporting Format You Can Own
Marketing Analytics: Building a Reporting Format You Can OwnMarketing Analytics: Building a Reporting Format You Can Own
Marketing Analytics: Building a Reporting Format You Can OwnChris Sietsema
 
Overground tech talk - tools to work smarter
Overground   tech talk - tools to work smarterOverground   tech talk - tools to work smarter
Overground tech talk - tools to work smarterJohn E. Jenkins Inc.
 
Top 5 Ways To Drive Revenue With A Clean Marketing Tech Stack.pdf
Top 5 Ways To Drive Revenue With A Clean Marketing Tech Stack.pdfTop 5 Ways To Drive Revenue With A Clean Marketing Tech Stack.pdf
Top 5 Ways To Drive Revenue With A Clean Marketing Tech Stack.pdfSearch Engine Journal
 
Refine ROI with Actionable Marketing Analytics
Refine ROI with Actionable Marketing AnalyticsRefine ROI with Actionable Marketing Analytics
Refine ROI with Actionable Marketing AnalyticsSteven Everett
 
Digital marketing a quick run through
Digital marketing a quick run throughDigital marketing a quick run through
Digital marketing a quick run throughMark Hayward
 
Milestone Webinar, Storytelling Websites That Convert
Milestone Webinar, Storytelling Websites That ConvertMilestone Webinar, Storytelling Websites That Convert
Milestone Webinar, Storytelling Websites That ConvertMilestone Internet Marketing
 
Google Analytics: Overview & Key Metrics for Schools and Camps
Google Analytics: Overview & Key Metrics for Schools and CampsGoogle Analytics: Overview & Key Metrics for Schools and Camps
Google Analytics: Overview & Key Metrics for Schools and CampsOur Kids Media
 
5 steps to optimizing your content for ROI
5 steps to optimizing your content for ROI5 steps to optimizing your content for ROI
5 steps to optimizing your content for ROILindy Roux
 
Accelerating Global Campaigns: Leveraging Technology and Global Marketing
Accelerating Global Campaigns: Leveraging Technology and Global MarketingAccelerating Global Campaigns: Leveraging Technology and Global Marketing
Accelerating Global Campaigns: Leveraging Technology and Global MarketingLionbridge
 
Google Analytics: Overview & Key Metrics for Retirement Communities
Google Analytics: Overview & Key Metrics for Retirement CommunitiesGoogle Analytics: Overview & Key Metrics for Retirement Communities
Google Analytics: Overview & Key Metrics for Retirement CommunitiesOur Kids Media
 
Raja Saggi business show Nov 2018
Raja Saggi business show Nov 2018Raja Saggi business show Nov 2018
Raja Saggi business show Nov 2018Raja Saggi
 
WAW Houston presentation- Sunny Taj
WAW Houston presentation- Sunny TajWAW Houston presentation- Sunny Taj
WAW Houston presentation- Sunny TajKashif Khurshid
 
OnlineMarketing_BestPractices_small
OnlineMarketing_BestPractices_smallOnlineMarketing_BestPractices_small
OnlineMarketing_BestPractices_smallChris Rash
 
The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...
The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...
The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...VWO
 
[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...
[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...
[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...VWO
 
PCG Digital Marketing Provides Scalable SEO Services with Conductor
PCG Digital Marketing Provides Scalable SEO Services with ConductorPCG Digital Marketing Provides Scalable SEO Services with Conductor
PCG Digital Marketing Provides Scalable SEO Services with ConductorBrian Pasch
 
Skoda Minotti Speaker Series: Inbound Marketing
Skoda Minotti Speaker Series: Inbound MarketingSkoda Minotti Speaker Series: Inbound Marketing
Skoda Minotti Speaker Series: Inbound MarketingSkoda Minotti
 

Semelhante a How to Create Smart Landing Pages, by Joy Cropper (20)

Marketing Analytics: Building a Reporting Format You Can Own
Marketing Analytics: Building a Reporting Format You Can OwnMarketing Analytics: Building a Reporting Format You Can Own
Marketing Analytics: Building a Reporting Format You Can Own
 
Overground tech talk - tools to work smarter
Overground   tech talk - tools to work smarterOverground   tech talk - tools to work smarter
Overground tech talk - tools to work smarter
 
Top 5 Ways To Drive Revenue With A Clean Marketing Tech Stack.pdf
Top 5 Ways To Drive Revenue With A Clean Marketing Tech Stack.pdfTop 5 Ways To Drive Revenue With A Clean Marketing Tech Stack.pdf
Top 5 Ways To Drive Revenue With A Clean Marketing Tech Stack.pdf
 
Refine ROI with Actionable Marketing Analytics
Refine ROI with Actionable Marketing AnalyticsRefine ROI with Actionable Marketing Analytics
Refine ROI with Actionable Marketing Analytics
 
Digital marketing a quick run through
Digital marketing a quick run throughDigital marketing a quick run through
Digital marketing a quick run through
 
Search engine marketing - SEM
Search engine marketing - SEMSearch engine marketing - SEM
Search engine marketing - SEM
 
Milestone Webinar, Storytelling Websites That Convert
Milestone Webinar, Storytelling Websites That ConvertMilestone Webinar, Storytelling Websites That Convert
Milestone Webinar, Storytelling Websites That Convert
 
Google Analytics: Overview & Key Metrics for Schools and Camps
Google Analytics: Overview & Key Metrics for Schools and CampsGoogle Analytics: Overview & Key Metrics for Schools and Camps
Google Analytics: Overview & Key Metrics for Schools and Camps
 
5 steps to optimizing your content for ROI
5 steps to optimizing your content for ROI5 steps to optimizing your content for ROI
5 steps to optimizing your content for ROI
 
Accelerating Global Campaigns: Leveraging Technology and Global Marketing
Accelerating Global Campaigns: Leveraging Technology and Global MarketingAccelerating Global Campaigns: Leveraging Technology and Global Marketing
Accelerating Global Campaigns: Leveraging Technology and Global Marketing
 
Google Analytics: Overview & Key Metrics for Retirement Communities
Google Analytics: Overview & Key Metrics for Retirement CommunitiesGoogle Analytics: Overview & Key Metrics for Retirement Communities
Google Analytics: Overview & Key Metrics for Retirement Communities
 
Introduction to Digital Marketing
Introduction to Digital MarketingIntroduction to Digital Marketing
Introduction to Digital Marketing
 
Raja Saggi business show Nov 2018
Raja Saggi business show Nov 2018Raja Saggi business show Nov 2018
Raja Saggi business show Nov 2018
 
WAW Houston presentation- Sunny Taj
WAW Houston presentation- Sunny TajWAW Houston presentation- Sunny Taj
WAW Houston presentation- Sunny Taj
 
OnlineMarketing_BestPractices_small
OnlineMarketing_BestPractices_smallOnlineMarketing_BestPractices_small
OnlineMarketing_BestPractices_small
 
Session 11 website conversion techniques
Session 11 website conversion techniquesSession 11 website conversion techniques
Session 11 website conversion techniques
 
The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...
The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...
The Scalable Way: Unlocking Data To Drive Great Customer Experience and Conve...
 
[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...
[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...
[Webinar] The Scalable Way: Unlocking Data To Drive Great Customer Experience...
 
PCG Digital Marketing Provides Scalable SEO Services with Conductor
PCG Digital Marketing Provides Scalable SEO Services with ConductorPCG Digital Marketing Provides Scalable SEO Services with Conductor
PCG Digital Marketing Provides Scalable SEO Services with Conductor
 
Skoda Minotti Speaker Series: Inbound Marketing
Skoda Minotti Speaker Series: Inbound MarketingSkoda Minotti Speaker Series: Inbound Marketing
Skoda Minotti Speaker Series: Inbound Marketing
 

Último

Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMNazal Digital
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resourcesVWO
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technologyehimaibooks
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Joseph Skibbie
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 

Último (20)

Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Digital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEMDigital Marketing Services like SEO, SMM, SEM
Digital Marketing Services like SEO, SMM, SEM
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Run more experiments with fewer resources
Run more experiments with fewer resourcesRun more experiments with fewer resources
Run more experiments with fewer resources
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Music and Ai Technology
Music and Ai TechnologyMusic and Ai Technology
Music and Ai Technology
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!Marketing Team of 1, A Framework To Win!
Marketing Team of 1, A Framework To Win!
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 

How to Create Smart Landing Pages, by Joy Cropper

  • 3. • Traffic from a campaign Campaign landing page – Pay per click (SEM) – Online display – Email – Social • Created specifically to get a visitor to take a specific action • Different than website or SEO landing pages – Print – Direct mail – TV – Radio – Outdoor
  • 6. • Consistency between campaign & landing page • Reduce clutter • Important elements above the fold • Short copy is better • Short forms are better • CTA buttons • Include trust elements • Use directional cues • Optimize for mobile • Aim for multiple landing pages 10T I P S
  • 7. Consistency between campaign and landing page • Message match – copy, keywords • Visual match – photos, colors, branding • Motivation match – pay off the promise 1 T I P
  • 8. Message & visual match Display ad Landing Page
  • 9. A - Control B – PPC keyword Source:MECLABSResearch
  • 11. Reduce clutter • Distractions = lower conversion rates • Strip anything that might detract from a conversion – Page navigation – Off-page links – Unnecessary copy – Unnecessary form fields 2 T I P
  • 15. Important elements above the fold 3 T I P ( & M Y T H ) • Value proposition, call to action and conversion point • 5-second test
  • 16. Important elements above the fold • However, there is a correlation between the complexity of the product or offer and the CTA placement KISSmetrics found that “higher conversion rates have nothing to do with whether the button is above the fold, and everything to do with whether the button is below the right amount of good copy.” • Key: have call to action visible at point where prospect has become convinced to take action 3 T I P ( & M Y T H )
  • 17. Short copy is better • Scannable content • Engaging headline • Subheads • Bullets • Short copy blocks 4 T I P ( & M Y T H )
  • 18. Short copy is better • However, the more commitment a conversion requires, the more copy you might need • Key: Use as much copy as your potential customer needs to make an informed decision – Longer copy complex offers with high anxiety (such as a payment or many form fields) – Shorter copy simple offers with low anxiety 4 T I P ( & M Y T H )
  • 19. A – Short copy B – Long copy Source:WhichTestWon
  • 22. A B ?
  • 24. Shorter forms are better • Shorter forms = less friction, more leads • Longer forms = more friction, fewer leads An Eloqua study found the ‘sweet spot’ for form length is between 5-10 fields where 7 was the optimal number. 5 T I P ( & M Y T H ) …but higher quality
  • 25. Shorter forms are better • Work/reward ratio – Is offer valuable enough to the visitor to be worth form completion? • Create the appearance of a low hurdle to conversion – Break long forms into multi-step experiences – Set expectations with progress bars – Pre-populate form fields • Optional fields 5 T I P ( & M Y T H )
  • 26. A – Longer Form B – Shorter Form ?Source: WhichTestWon
  • 28. CTA buttons • Contrasting color • Big is good • White space 6 T I P
  • 29. CTA buttons • Use language that speaks to the value they will get – Download 5 Steps to a Great Landing Page – Request Free Quote – Get Started Today 6 T I P
  • 30. A - RESERVE B – BOOK NOW ?Source: MECLABS Research
  • 32. Include trust elements • “Social proof” – Real customer testimonials – Ratings – Facebook or Twitter plugins – Partner logos 7 T I P
  • 33. Include trust elements • Third-party verification symbols 7 T I P
  • 34. Use directional cues • Literally point the visitor to what you want them to do – Arrows – Eyes gazing – Fingers pointing 8 T I P
  • 36. Optimize for mobile9 T I P Source: Google’s “Our Mobile Planet” Report, Jan 2014, USA Smartphone Usage USA
  • 37. Optimize for mobile • Device-specific versions of the page • Responsive design to automatically adjust to the visitor’s screen size ( http://www.sportevents.com/landing/super_bowl_packages ) 9 T I P
  • 38. A - Desktop B - Mobile-optimized Source:IonInteractive
  • 40. Aim for multiple landing pages • More landing pages means more targeting opportunities – Traffic source-specific – Campaign-specific / offer-specific (create more offers) 10 T I P
  • 41. Aim for multiple landing pages • Increased relevancy means more conversions Businesses with 31-40 landing pages get 7x more leads than those with 1-5 pages. Businesses with 40+ landing pages get 12x more leads than those with 1-5 pages. – Hubspot 10 T I P
  • 42. Aim for multiple landing pages • Consider investing in a landing page creation tool – HubSpot – Unbounce – ClickThroo 10 T I P
  • 43. • Consistency between campaign & landing page • Reduce clutter • Important elements above the fold • Short copy is better • Short forms are better • CTA buttons • Include trust elements • Use directional cues • Optimize for mobile • Aim for multiple landing pages 10T I P S
  • 44. Headline consistent with ad Subhead as needed Form Headline Call to Action Text explaining offer and benefits of product or service. • Bulleted feature / benefit statement • Bulleted feature / benefit statement • Bulleted feature / benefit statement Footer (privacy, terms) Logo Hero shot Testimonials, social proof, logos, video
  • 46. What to track and report • By traffic source – Cost – Unique visitors – Conversions/leads – Cost per lead/acquisition – Bounce rate – Conversion rate Imagesource:IonInteractive
  • 47. Track beyond the conversion rate AD PERFORMANCE LANDING PAGE PERFORMANCE SALES TEAM PERFORMANCE Budget IMPs Unique Clicks CTR CPC Form Leads Phone Leads Total Leads LP Conv Rate CPL # Sales Sales Conv Rate $ Sales Avg $ Per Sale SEM $66,885 2,654,136 21,006 0.79% $3.18 506 319 825 3.9% $81.07 52 6.3% $368,415 $7,085 Ad Group 1 $3,741 90,644 951 1.05% $3.93 59 30 89 9.4% $42.04 1 1.1% $4,500 $4,500 Ad Group 2 $12,474 378,570 6,888 1.82% $1.81 110 84 194 4.0% $64.30 11 5.7% $63,496 $5,772 Ad Group 3 $22,741 509,592 7,971 1.56% $2.85 149 106 255 3.2% $89.18 24 9.4% $198,755 $8,281 Ad Group 4 $4,915 331,288 668 0.20% $7.36 59 34 93 13.9% $52.85 2 2.2% $12,009 $6,005 Ad Group 5 $23,013 1,344,042 6,528 0.49% $3.53 129 65 94 1.4% $244.82 14 14.9% $89,655 $6,404
  • 48. In-page analytics Traffic by source: LP Visits Time Spent Top nav links clicked: % of total Online Display 6,243 00:09 Location Finder 254 37% SEM 1,810 00:33 Service Line 1 164 24% Outdoor 49 00:08 Service Line 2 110 16% Radio 26 01:38 Service Line 3 105 15% TV 11 02:46 Service Line 4 56 8% Print 7 00:20 Direct (none) 9 00:34 Total / Average 8,146 00:53 Top 10 location searches: % of total City 1 118 16% Top landing page actions: % of total visits City 2 100 13% Location Search 751 9% City 3 98 13% Clicked on Page Navigation 688 8% City 4 58 8% Viewed Map 98 1% City 5 32 4%
  • 49. Tracking toolbox • Unique URLs • Trackable phone numbers • Tracking pixels • Google Analytics: – Event tracking – Conversion goals
  • 51. What to test • Layout • Headline • Offer • Copy – short vs. long, style • Images – hero shot, video • Form – style, number of fields • Buttons – color, CTA language, placement, size
  • 52. Innovation vs. Iteration Image source: Ion Interactive
  • 53. A/B vs. Multivariate Image source: Ion Interactive
  • 54. Do you have enough traffic to test? • Use a test duration calculator to determine how long a test will take to give you good results – http://visualwebsiteoptimizer.com/ab-split-test-duration/ • If calculator says 8 weeks or less, go ahead
  • 55. Testing tools • Google Analytics Content Experiments • Optimizely • Visual Website Optimizer • Maxymiser • Unbounce • Adobe Test & Target
  • 56. • Don’t rush to judgment • Results may surprise you
  • 57. A – Offer B – No Offer ? Source:WilliamsRandallMarketing
  • 60. Getting started • Evaluate your buying process, plan out LPs/offers that will drive visitors directly into your conversion funnel • Sketch pages out, compare layout and content to the 10 tips • Collaborate with your creative/programming team or invest in a landing page creation tool • Start tracking to get a baseline • Then try a test