Google Ads best practice says, you want a dedicated landing page for each ad group, but that's a hefty operation! So, how do you make sure each one of your landing pages boasts off-the-chart conversion rates? You'll will walk away knowing: - Strategic questions to ask yourself before creating landing pages - Key traits to make sure they're high-converting - WordStream's expert opinion on the number one secret weapon

1. LIVE WEBINAR
© Copyright 2019 WordStream, Inc. All rights reserved.
The Secret Weapon
To Unbelievable
Landing Pages

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The webinar will be recorded.
Check your inbox for the materials.
Submit your questions for Q&A!

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Senior Account Associate,
Managed Services
Lindsey Camuso
SEO & Content Specialist,
WordStream
Gordon Donnelly

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How often are you testing
your landing pages?

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What is a good conversion rate?

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More Landing Pages=Higher Conversion Rates!

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Businesses with 31 to 40 landing
pages generate 7x more leads than
businesses with 1 to 5 landing pages.
- HubSpot

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More Offers = More Landing Pages
● White papers
● Demos
● Free trials
● Consultation
● Free tools
● Webinars
● Contests
● Quote
● Appointment

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The Impact of Testing Landing Pages
Budget invested into
Adwords Search
$5000
Average Cost Per
Click
$5.20
Traffic to website 961
Average Industry
Conversion Rate
3.3%
Number of Leads 32
Closing Percentage 20%
Number of Sales 6.4
Average Sale Price $4000
Revenue generated $25,600
Budget invested into
Adwords Search
$5000
Average Cost Per
Click
$5.20
Traffic to website 961
Improved Conversion
Rate testing 4 Pages
6.6%
Number of Leads 64
Closing Percentage 20%
Number of Sales 12.8
Average Sale Price $4000
Revenue generated $51,200
VS

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Personalization is the key to iteration
● Male
● 25-34
● Sports & Fitness
● Female
● 180-Day Site Traffic
● Yoga & Equinox
● Male
● 25-34
● 21-30%
Eric
Suzanne
John

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What about mobile?

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In most industries, advertisers observe lower
conversion rates and higher CPAs on mobile
devices.

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It takes, on average,
15.3 seconds to fully load a
mobile page
-Think With Google

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40% of users will leave a landing
page if it takes more than
3 seconds to load
-Think With Google

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Users who have negative
experiences on mobile are
62% less likely to purchase
-Think With Google

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Experience Diagnosis

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2
3
Average Bounce Rate (Mobile & Desktop)
Average Time on Site (Mobile & Desktop)
Site Speed (Mobile & Desktop)
Measures of Landing Page Experience

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80% Bounce Rate on landing page
16 Second Mobile Site Speed
$50 CPA between April 15th and May 15th
Before: Company X
1 Minute Avg. Time Spent On Page

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Experience Prescription

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In Process
● Focused Content
● Mobile appearance
● Compressed Images
Compressed Not Compressed

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30% Bounce Rate on landing page
10 Second Mobile Page Speed
$14 CPA between May 15th and June 15th
After: Company X
3 Minute Avg. Time Spent On Page

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Content Diagnosis

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Understand Your Audience
Tailor Landing Pages for Intent
Create a Compelling Call to Action
Message Match & Intent

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Content Prescription

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2
3
Keep A Consistent Theme
Clear Defined Elements
Make All Navigation Elements Clickable Links
Navigating As A User

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How to Create Amazing Landing Page Experiences
1
2
Ensure Adequate Site Speed
Prioritize Visible Content
3 Offer a Clear Value Proposition
4 Present a Prominent Call to Action

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A B
Which Landing Page is Faster?

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Site Speed

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How to Create Amazing Landing Page Experiences
Ensure Adequate Site Speed
Prioritize Visible Content
Offer a Clear Value Proposition
Present a Prominent Call to Action
A B
✓✗

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Prioritize Visible Content

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Too much
going on
above the
fold
Cleaner
above the
fold
experience
A
B

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How to Create Amazing Landing Page Experiences
Ensure Adequate Site Speed
Prioritize Visible Content
Offer a Clear Value Proposition
Present a Prominent Call to Action
A B
✓✗
✗ ✓

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Offer a Clear Value
Proposition

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These are NOT Value Propositions

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Elements of a Great Value Proposition
1. How does your product or service solve problems/improve your
customers work or life?
2. What specific benefits does your product/service bring to your
customers?
3. Why should customers buy your product/service over your
competitors?

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A B
Which Landing Page is Offers a Clearer Value Prop?

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How to Create Amazing Landing Page Experiences
Ensure Adequate Site Speed
Prioritize Visible Content
Offer a Clear Value Proposition
Present a Prominent Call to Action
A B
✓✗
✗ ✓
✗ ✗

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Present a Prominent
Call To Action

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Prominent
Call to
Action
Call to
Action
obscured
by text
A
B

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How to Create Amazing Landing Page Experiences
Ensure Adequate Site Speed
Prioritize Visible Content
Offer a Clear Value Proposition
Present a Prominent Call to Action
A B
✓✗
✗ ✓
✗ ✗
✓✗

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5 Quick Tips for Unbelievable Landing Pages
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Experiment with different ad formats
Qualify prospects with video
3 Go EAT or go home
4 A/B test your form!
5 A/B test your form!

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Tip #1: Experiment with different
ad formats

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No landing pages: the best landing pages?

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Call-only ads!
Legal conversion
rate: 6.98%

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No landing pages: the best landing pages?

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Tip #2: Qualify prospects with
video

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Tip #3: Go EAT or go home

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Expertise, authority, & trustworthiness
Customer video/case study
Stacked testimonials Social cards
Valued customers

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Tip #4: A/B test your form!

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More questions = Higher cost per
lead

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The SECRET WEAPONPop-ups!

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75% of people leave your website with
intentions to return another day – their
first visit is simply them window
shopping. - Instapage

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WP Beginner
● Nearly a 6x increase in subscribers after
introducing exit-intent pop-ups!

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Let’s talk about the CRO Toolkit.
wordstream.com/features/cro-toolkit

67. © Copyright 2017 WordStream, Inc. All rights reserved.
Thank you!