Jeff Sauer leads a session on how to improve your landing page optimization and the top 7 ways to improve your landing pages today.
Landing pages are often overlooked in many internet marketing initiatives when compared to Search Engine Optimization (SEO) or Pay Per Click Advertising (PPC), but is a very important part of any internet marketing campaign. Whether you're looking to gain more qualified leads for your lead generation business, or improve your e-commerce sales, this presentation is sure to help you look at landing page optimization in a new light.
7. Make sure your ads have a scent trail
Where is the
Scent???
@jeffalytics 7
8. eBay Learned the HardWay
@jeffalytics 8
http://bit.ly/13M93ow
http://bit.ly/197Hps0
9. eBay Learned the HardWay
@jeffalytics 9
http://bit.ly/13M93ow
http://bit.ly/197Hps0
10. eBay Learned the HardWay
@jeffalytics 10
http://bit.ly/13M93ow
http://bit.ly/197Hps0
11. 11
Be Careful with Dynamic Keyword Insertion
@jeffalytics
Improves your Quality
Score when You See
Increased CTR
Increases your keyword
coverage for PPC
accounts
You may not always be
able to create new landing
pages
Landing Pages Often Lose
Scent Trail
User may become
alienated by irrelevant
landing page
Doesn’t often result in
incremental conversions
Advantages of Dynamic Keywords Disadvantages of Dynamic Keywords
13. 13
“The higher the scrutiny level –
the more information is needed to
get the conversion”
http://bit.ly/14mziEb
Michael Lykke Aagaard
@jeffalytics
14. 14@jeffalytics
“The higher the
scrutiny level – the
more information is
needed to get the
conversion, and the
longer the landing page
should be.”
Long vs. Short Form Copy
http://bit.ly/14mziEb
15. Longer Pages work with More Expensive Purchases
@jeffalytics 15
http://bit.ly/14mziEb
17. Single Landing Page or Microsite?
@jeffalytics 17
Use a Landing Page When:
You have specific calls-to-
action… and there is a
specific action path for
visitors.
http://bit.ly/11y9ggi
18. Single Landing Page or Microsite?
@jeffalytics 18
Use a Microsite When:
• You have a complex
product or service to
explain
• Microsites can appeal to
multiple personas and
support multiple calls to
action.
http://bit.ly/11y9ggi
20. 20
“Up to 70% of all advertising-
generated conversions occur
over the phone”
Marchex Internal Case Study
@jeffalytics
21. “Use local phone numbers when you want
to appear local…”
21
The Case for Local Phone Numbers
@jeffalytics
22. “…UseToll Free Numbers to appeal to a
national audience.”
22
The Case forToll Free Numbers
@jeffalytics
http://bit.ly/17wdJUX
23. CallTracking
Not all customers enjoy filling out
lead forms. In fact, a study found
that:
“Inbound phone calls are 10-15
times more likely to convert than
an inbound web lead”
http://bit.ly/14mTlCt
@jeffalytics 23
26. 26
“[GeoIP] is a gold mine for
personalizing content to
convert!”
Angie Schottmuller
@jeffalytics
27. Personalize headings
Use local “voice” or slang
Include maps near user’s location
Pre-populate location fields on web
forms
Show locations near user
27
Tips for Enhanced Location Awareness
@jeffalytics
http://bit.ly/ZXA0bv
http://bit.ly/15IWrQi
28. 28
Test the Use of Local Maps onYour Landing Pages
@jeffalytics
29. 29
Test the Use of Local Maps onYour Landing Pages
@jeffalytics
Which do you better
associate with -
Address or Map?
31. 31
“Give the user an impression that
they are doing business with a
genuine, secure & ethical company.”
CueBlocks.com
@jeffalytics
32. “Show website visitors that your e-commerce
site can be trusted and thatYOU can be trusted
with their personal information.”
32
CompanyTrust
@jeffalytics
http://bit.ly/198fZCh http://mz.cm/13MyJkT
34. “Tell me, when you’re off to buy
something…don’t you first stop to read what
other customers think about that product or
what their experiences are with it? “
34
Testimonials
@jeffalytics
http://bit.ly/115Wm5Y
35. Remember: Fake Reviews are Illegal
@jeffalytics 35
http://nyti.ms/178xDGb http://bit.ly/1abq28F
37. 37
“As directional cues, arrows are about as
subtle as a punch in the face – which is
why they work so well.”
http://bit.ly/15IXKie
Unbounce
@jeffalytics
41. 41
“I refuse to give you my personal
information unless you give me
something worthwhile”
Everyone
@jeffalytics
42. “If your offer has no relevance to your
target’s persona, you won’t be attracting
the right customers anytime soon.”
42
Offers
@jeffalytics
http://bit.ly/16RgKzN
43. Psychology Behind Pricing
@jeffalytics 43
http://bit.ly/12LkmSm
Comparative Pricing Not Always
Optimal
Sell Time Over money
Understand “Useless” price Points
The Number 9 is Powerful
Context is Important
49. Thanks!
Jeff Sauer
Vice President
Three Deep Marketing
+1 651-789-7706
jsauer@threedeepmarketing.com
49@jeffalytics
All Links available at
bit.ly/jsauerSESTO
Hinweis der Redaktion
Make sure phone numbers are trackable…how many conversions via phone vs. web leads. (study)