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WAYSTO
IMPROVEYOUR
LANDING PAGES
TODAY
Photo Credit:Thomas Lieser 2009
7
1
1) USE
SMELL-O-
VISION
2@jeffalytics
3@jeffalytics
“Humans track information in
a similar fashion to the way
animals follow a scent”
http://bit.ly/11mNZBT
Bryan Eisenberg
Make sure your ads have a scent trail
@jeffalytics 4
Make sure your ads have a scent trail
@jeffalytics 5
Make sure your ads have a scent trail
@jeffalytics 6
Make sure your ads have a scent trail
Where is the
Scent???
@jeffalytics 7
eBay Learned the HardWay
@jeffalytics 8
http://bit.ly/13M93ow
http://bit.ly/197Hps0
eBay Learned the HardWay
@jeffalytics 9
http://bit.ly/13M93ow
http://bit.ly/197Hps0
eBay Learned the HardWay
@jeffalytics 10
http://bit.ly/13M93ow
http://bit.ly/197Hps0
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
2)THE
LONG AND
SHORT OF
IT
12@jeffalytics
13
“The higher the scrutiny level –
the more information is needed to
get the conversion”
http://bit.ly/14mziEb
Michael Lykke Aagaard
@jeffalytics
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
Longer Pages work with More Expensive Purchases
@jeffalytics 15
http://bit.ly/14mziEb
Also Pay Attention to Form Fields
@jeffalytics 16
http://bit.ly/16QV9Y0
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
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
3) CALL ME,
MAYBE?
19@jeffalytics
20
“Up to 70% of all advertising-
generated conversions occur
over the phone”
Marchex Internal Case Study
@jeffalytics
“Use local phone numbers when you want
to appear local…”
21
The Case for Local Phone Numbers
@jeffalytics
“…UseToll Free Numbers to appeal to a
national audience.”
22
The Case forToll Free Numbers
@jeffalytics
http://bit.ly/17wdJUX
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
MobileVisitors? Implement Click to Call
@jeffalytics 24
http://bit.ly/198eCDC
http://bit.ly/ZXA0bv
4) KNOW
YOUR
SURROUNDINGS
25@jeffalytics
26
“[GeoIP] is a gold mine for
personalizing content to
convert!”
Angie Schottmuller
@jeffalytics
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
Test the Use of Local Maps onYour Landing Pages
@jeffalytics
29
Test the Use of Local Maps onYour Landing Pages
@jeffalytics
Which do you better
associate with -
Address or Map?
5) BUILD
CUSTOMER
TRUST
30@jeffalytics
31
“Give the user an impression that
they are doing business with a
genuine, secure & ethical company.”
CueBlocks.com
@jeffalytics
“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
Beware:Trust Symbols Don’t Always Increase
Conversion Rate
@jeffalytics 33
http://bit.ly/11ermEt
“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
Remember: Fake Reviews are Illegal
@jeffalytics 35
http://nyti.ms/178xDGb http://bit.ly/1abq28F
6) GIVE DIRECTIONS
36@jeffalytics
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
38
Photos Can Set Up Web Forms
@jeffalytics
http://bit.ly/12tJn2Z
39
Look Path Matters
@jeffalytics
7) MAKE IT
WORTH
IT
40@jeffalytics
41
“I refuse to give you my personal
information unless you give me
something worthwhile”
Everyone
@jeffalytics
“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
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
44
BONUSTIP: DON’T FORGETTOTEST
@jeffalytics
45
“Assumptions Kill Conversion and
Best Practices Make Chris Goward
Angry ”
@Jeffalytics
Jeff Sauer
@jeffalytics
That being said…
@jeffalytics 46
That being said…
@jeffalytics 47
That being said…
@jeffalytics 48
Thanks!
Jeff Sauer
Vice President
Three Deep Marketing
+1 651-789-7706
jsauer@threedeepmarketing.com
49@jeffalytics
All Links available at
bit.ly/jsauerSESTO

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How to Improve Your Landing Page Optimization | Landing Page Testing

Hinweis der Redaktion

  1. Make sure phone numbers are trackable…how many conversions via phone vs. web leads. (study)
  2. http://mz.cm/13MyJkT
  3. Just be sure that you test!