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PPC Landing Pages & Conversion Rate Optimization

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Luke Alley
Luke Alley

Diving into landing pages, the pillars of successful landing pages, using video on landing pages, conversion rate optimization and testing.

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Landing Pages & CRO – February
Luke Alley – Course Leader - Course Leader, EMERITUS Institute of Management - VP of Digital Marketing, MBA from University of Utah, industry speaker. - Named “BingAds MVP” by Microsoft, “Rising Star” by Search Engine Land, and “Top SEM Influencer” by Leadtail. - Works with brands like Salesforce, GoDaddy, Redbull, Home Depot, Intel, Samsung, Coca Cola and… mom and pop shops. - Oversees strategy and operations at Avalaunch Media, a full-service digital marketing agency in Salt Lake City Utah - 9+ years experience in digital marketing luke@avalaunchmedia.com @lukealley www.avalaunchmedia.com
In 2008, Barack Obama raised an additional $60,000,00 by running a simple A/B test https://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/
What You Will Learn in This Webinar • Landing Pages • What is a landing page? • When should landing pages be used? • The pillars of a successful landing page • When and how to use video for landing pages • Conversion Rate Optimization Basics (CRO) • What is conversion rate optimization? • Terminology to sound like a CRO pro • Common tests ran on landing pages • Software to make landing page creation and testing simple
What Is a Landing Page? “In digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign.” https://unbounce.com/landing-page-articles/what-is-a-landing-page/
What’s this about Links?
What’s this about Links? https://unbounce.com/landing-page-articles/what-is-a-landing-page/
Lead Generation & E-Commerce https://unbounce.com/landing-page-articles/what-is-a-landing-page/
When Should a Landing Page Be Used? Pay Per Click Campaigns Email Campaigns Social Media Campaigns Banner Ads
What are the Pillars of Successful Landing Pages? Content Design Conversion
Content • Attention grabbing headline • Visualize key points/content • Use testimonials • Add social proof & trust symbols • Use video!
Videos on a landing page can increase conversions by up to 86% http://www.eyeviewdigital.com/documents/EyeView-White-Paper-Making-Video-Accountable.pdf%20
Conversion • Focus on ONE goal on the page • Make the Call to Action the most obvious element on page • No navigation
Testing Navigation VS No Navigation https://conversionxl.com/blog/use-navigation-landing-pages-data-driven-consideration/
Testing Navigation VS No Navigation https://conversionxl.com/blog/use-navigation-landing-pages-data-driven-consideration/
Poll: How much did conversions improve from removing navigation? 1. No improvement 2. 10% improvement 3. 35% improvement 4. 65% improvement 5. 100% improvement
Testing Navigation VS No Navigation https://conversionxl.com/blog/use-navigation-landing-pages-data-driven-consideration/
Design • Make sure your page passes the “scan” test • Use contrasting colors • Directional cues to direct attention to your CTA • Mobile friendly
Poll: __% of social media time is spent on a mobile device? 1. 50% 2. 73% 3. 80% 4. 95% https://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/2016-US-Cross-Platform-Future-in-Focus
Poll: __% of social media time is spent on a mobile device? 1. 50% 2. 73% 3. 80%!!! 4. 95% https://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/2016-US-Cross-Platform-Future-in-Focus
What are the Pillars of Successful Landing Pages? • Content • Attention grabbing headline • Visualize key points/content • Use testimonials • Add social proof & trust symbols • Use video • Conversion • Focus on ONE goal on the page • Make the Call to Action the most obvious element on page • No navigation • Design • Mobile friendly • Make sure your page passes the “scan” test • Use contrasting colors • Directional cues to direct attention to your CTA
Glacier Bay Landing Page
What is Conversion Rate Optimization? https://moz.com/learn/seo/conversion-rate-optimization “Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a form, becoming customers, or otherwise.”
Common CRO Terminology • Conversion Rate - the number of times a user completes a goal divided by your site traffic. i.e. 10 conversions from 100 visits = 10% conversion rate. • A/B Split Testing - The testing of one version of a page or interface element against another version of the same thing. • Multivariate Testing - The testing of multiple variations of many different page elements in various combinations to determine the best performing elements and combinations. • Conversion Funnel - The primary pathway (or flow) of the user experience where visitors complete a conversion. i.e. Landing page>>pricing page>>checkout page>>purchase.
A/B VS Multivariate Testing https://www.dynamicyield.com/2014/05/ab-vs-multivariate-test/
Conversion Funnel http://kipzone.com/PPC/index.php/kipzer-cro-conversion-optimization-services-company-experts-usa- conversion-rate-experts-conversion-rate-optimization/kipzer-defining-a-conversion-funnel-ecommerce- essentials-how-to-use-a-conversion-funnel/
Common CRO Tests (with real examples!)
Which Hero Image won on desktop but lost on mobile? A B
Which Hero Image won on desktop but lost on mobile? A B https://www.behave.org/test/hero-image-won-desktop-lost-mobile/
More content or less content? A B
More content or less content? A +16% https://www.behave.org/test/is-less-always-more/
Does sweetening the offer improve conversion? A B
Does sweetening the offer improve conversion? .19% .18% https://www.behave.org/test/incentives-always-key-conversions//
Which form position is better? A B
Which form position is better? +30.8% B
Other Common CRO Tests • The Main Headline • The Call to Action • Button Design & Color • Form Length
Landing Page Software
A/B & Multivariate Testing Software
Heat Map, Visitor Recording, Scroll Map Software
Landing Pages & CRO as a Fulcrum Effort Fulcrum Load
Landing Pages & CRO as a Fulcrum Digital Marketing Efforts Landing Pages & CRO Results
Questions?
Thank you! luke@avalaunchmedia.com @lukealley www.avalaunchmedia.com
www.emeritus.org

More Related Content

PPC Landing Pages & Conversion Rate Optimization

  • 1. Landing Pages & CRO – February
  • 2. Luke Alley – Course Leader - Course Leader, EMERITUS Institute of Management - VP of Digital Marketing, MBA from University of Utah, industry speaker. - Named “BingAds MVP” by Microsoft, “Rising Star” by Search Engine Land, and “Top SEM Influencer” by Leadtail. - Works with brands like Salesforce, GoDaddy, Redbull, Home Depot, Intel, Samsung, Coca Cola and… mom and pop shops. - Oversees strategy and operations at Avalaunch Media, a full-service digital marketing agency in Salt Lake City Utah - 9+ years experience in digital marketing luke@avalaunchmedia.com @lukealley www.avalaunchmedia.com
  • 3. In 2008, Barack Obama raised an additional $60,000,00 by running a simple A/B test https://blog.optimizely.com/2010/11/29/how-obama-raised-60-million-by-running-a-simple-experiment/
  • 4. What You Will Learn in This Webinar • Landing Pages • What is a landing page? • When should landing pages be used? • The pillars of a successful landing page • When and how to use video for landing pages • Conversion Rate Optimization Basics (CRO) • What is conversion rate optimization? • Terminology to sound like a CRO pro • Common tests ran on landing pages • Software to make landing page creation and testing simple
  • 5. What Is a Landing Page? “In digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign.” https://unbounce.com/landing-page-articles/what-is-a-landing-page/
  • 7. What’s this about Links? https://unbounce.com/landing-page-articles/what-is-a-landing-page/
  • 8. Lead Generation & E-Commerce https://unbounce.com/landing-page-articles/what-is-a-landing-page/
  • 9. When Should a Landing Page Be Used? Pay Per Click Campaigns Email Campaigns Social Media Campaigns Banner Ads
  • 10. What are the Pillars of Successful Landing Pages? Content Design Conversion
  • 11. Content • Attention grabbing headline • Visualize key points/content • Use testimonials • Add social proof & trust symbols • Use video!
  • 12. Videos on a landing page can increase conversions by up to 86% http://www.eyeviewdigital.com/documents/EyeView-White-Paper-Making-Video-Accountable.pdf%20
  • 13. Conversion • Focus on ONE goal on the page • Make the Call to Action the most obvious element on page • No navigation
  • 14. Testing Navigation VS No Navigation https://conversionxl.com/blog/use-navigation-landing-pages-data-driven-consideration/
  • 15. Testing Navigation VS No Navigation https://conversionxl.com/blog/use-navigation-landing-pages-data-driven-consideration/
  • 16. Poll: How much did conversions improve from removing navigation? 1. No improvement 2. 10% improvement 3. 35% improvement 4. 65% improvement 5. 100% improvement
  • 17. Testing Navigation VS No Navigation https://conversionxl.com/blog/use-navigation-landing-pages-data-driven-consideration/
  • 18. Design • Make sure your page passes the “scan” test • Use contrasting colors • Directional cues to direct attention to your CTA • Mobile friendly
  • 19. Poll: __% of social media time is spent on a mobile device? 1. 50% 2. 73% 3. 80% 4. 95% https://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/2016-US-Cross-Platform-Future-in-Focus
  • 20. Poll: __% of social media time is spent on a mobile device? 1. 50% 2. 73% 3. 80%!!! 4. 95% https://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/2016-US-Cross-Platform-Future-in-Focus
  • 21. What are the Pillars of Successful Landing Pages? • Content • Attention grabbing headline • Visualize key points/content • Use testimonials • Add social proof & trust symbols • Use video • Conversion • Focus on ONE goal on the page • Make the Call to Action the most obvious element on page • No navigation • Design • Mobile friendly • Make sure your page passes the “scan” test • Use contrasting colors • Directional cues to direct attention to your CTA
  • 23. What is Conversion Rate Optimization? https://moz.com/learn/seo/conversion-rate-optimization “Conversion rate optimization (CRO) is the systematic process of increasing the percentage of website visitors who take a desired action — be that filling out a form, becoming customers, or otherwise.”
  • 24. Common CRO Terminology • Conversion Rate - the number of times a user completes a goal divided by your site traffic. i.e. 10 conversions from 100 visits = 10% conversion rate. • A/B Split Testing - The testing of one version of a page or interface element against another version of the same thing. • Multivariate Testing - The testing of multiple variations of many different page elements in various combinations to determine the best performing elements and combinations. • Conversion Funnel - The primary pathway (or flow) of the user experience where visitors complete a conversion. i.e. Landing page>>pricing page>>checkout page>>purchase.
  • 25. A/B VS Multivariate Testing https://www.dynamicyield.com/2014/05/ab-vs-multivariate-test/
  • 27. Common CRO Tests (with real examples!)
  • 28. Which Hero Image won on desktop but lost on mobile? A B
  • 29. Which Hero Image won on desktop but lost on mobile? A B https://www.behave.org/test/hero-image-won-desktop-lost-mobile/
  • 30. More content or less content? A B
  • 31. More content or less content? A +16% https://www.behave.org/test/is-less-always-more/
  • 32. Does sweetening the offer improve conversion? A B
  • 33. Does sweetening the offer improve conversion? .19% .18% https://www.behave.org/test/incentives-always-key-conversions//
  • 34. Which form position is better? A B
  • 35. Which form position is better? +30.8% B
  • 36. Other Common CRO Tests • The Main Headline • The Call to Action • Button Design & Color • Form Length
  • 38. A/B & Multivariate Testing Software
  • 39. Heat Map, Visitor Recording, Scroll Map Software
  • 40. Landing Pages & CRO as a Fulcrum Effort Fulcrum Load
  • 41. Landing Pages & CRO as a Fulcrum Digital Marketing Efforts Landing Pages & CRO Results

Editor's Notes

  1. **get some more details about the story here**
  2. Homepage VS Landing Page
  3. Homepage VS Landing Page
  4. Chat me what game is this guy from!
  5. Who is the homepage for? EVERYONE What do you notice about the top? No navigation. Why are fewer links on the page important? How many links are on the homepage? Many The landing page is built for ONE purpose… Not many. “Landing pages with multiple offers get 266% fewer leads than single offer pages “
  6. Free content (such as ebooks) Free trial offers Get a quote How-to guides Newsletter sign-ups And more longer term offers  
  7. Homepage VS Landing Page
  8. Homepage VS Landing Page
  9. **get some more details about the story here**
  10. Homepage VS Landing Page
  11. **get some more details about the story here**
  12. **get some more details about the story here**
  13. **get some more details about the story here**
  14. **get some more details about the story here**
  15. Homepage VS Landing Page
  16. **get some more details about the story here**
  17. **get some more details about the story here**
  18. Homepage VS Landing Page
  19. Homepage VS Landing Page
  20. Homepage VS Landing Page
  21. Homepage VS Landing Page
  22. Homepage VS Landing Page
  23. Homepage VS Landing Page
  24. CTR and revenue per visitor
  25. Choose your images wisely – and always test them. . Small differences can make a big difference. Weigh in on the scale. 
  26. Click Thru Rate
  27. Don’t make them think!
  28. Donation Rate
  29. Rewards aren’t for everything. Think about what it is that you’re offering — is it something that requires additional incentive to motivate your audience to purchase? Don’t forget about the cost. Make sure you think long term. In this case, the incentive didn’t increase the short term benefit of higher donation rates. But it many cases, while incentives might drive value short term, the long term effects can have negative impact on the business.
  30. Form submisison
  31. Think like your audience – Do you actually read every word on a webpage? Probably not. So take a look at the pages on your website and see what captures your attention most. Prioritize your content– Make sure you structure your web pages in a way that aligns with your goals with value and action.
  32. Homepage VS Landing Page
  33. Homepage VS Landing Page
  34. Homepage VS Landing Page
  35. Homepage VS Landing Page
  36. Homepage VS Landing Page
  37. Homepage VS Landing Page
  38. Homepage VS Landing Page
  39. Homepage VS Landing Page