2009 philly search camp advanced landing pages
TRANSCRIPT
ADVANCED LANDING PAGE
STRATEGIESPresented by: Greg Meyers
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Why Landing Pages are important
Most important elements of a Landing Page
Examples of Good vs. Bad
A/B Test Examples
Where an existing webpage works well
Monetize Every Conversion Event
What elements are worth testing
Why SEO Your Landing Page
PPC Landing Pages – Search vs. Content Network
More Landing Page Resources2
OVERVIEW
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WHY ARE THEY IMPORTANT?
One chance to make a First Impression
Consumer has high expectations
A lot of online competition
Comparison Online Shopping
Creates Premier Testing Vehicle
Recommended for Optimal Google Adwords Quality Score
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MOST IMPORTANT ELEMENTS
All Important Information above the fold
Functionality to engage and create interaction Signup, contact us, live chatBuy Now, Pre-order
Call to Action
Tell a Quick Story
Engaging Photography
Consumer friendly content
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GOOD vs BAD EXAMPLESBAD
GOOD
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EXAMPLE OF GOOD LP
TOLL-FREE PHONE NUMBER• NOTE: This will affect online conversions, so either use a different number or
get 3rd party Pay-per call service
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EXAMPLE OF GOOD LP
LIVE HELP SERVICE• NOTE: This will affect online conversions, so make sure to track all
conversions through this 3rd party software.
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EXAMPLE OF GOOD LP
VISUAL OF PRODUCT/SERVICE• Photo represents a feeling of “Trust” with consumer and leaves the client
more comfortable about what they would get if they decided to purchase
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EXAMPLE OF GOOD LP
Predicted USP (Unique Selling Proposition• This is a good example of a compelling USP because Clickable identifies with
the common issues that prospect’s are finding a better solution for.
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EXAMPLE OF GOOD LP
Compelling Call to Action to generate qualified leads• Offering a FREE trial is one of the best CTA’s you can have a on any Landing
Page.
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EXAMPLE OF GOOD LP
Authoritative/Compatibility Symbols• Not only having the logos on the SE’s on this page validate the compatibility
of the software, it provides a level of “warm & fuzziness” with the visitor.
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EXAMPLE OF GOOD LP
“To the Point” Bullet Points• Very “eye-catching” and calculated content. Identifies again about what
matters most to the visitor viewing this page. (also above the fold
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EXAMPLE OF BAD LP
WHY THIS IS BAD?
• Visually Not Appealing
• No Call to Action
• No Visual Example
• No USP (Unique Selling Proposition)
• It’s a company selling you about Web Promotion and they cannot even sell themselves.
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A/B TESTING
Make only one (1) change per LP Test
Offer based usually biggest conversion difference
Don’t micromanage your testing
Create different Testing PhasesPhase I: OfferPhase II: Winning Element + New ElementPhase III: Win Element + Win Element + New
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A/B TESTING
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A/B TESTING
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A/B TESTING
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WHERE EXISTING PAGE WORKS
WHY THIS IS GOOD
• Visually Appealing
• Product Description
• Product Photo
• Price + Sale Price
• Buy Now button
• Description
• Extended Description
• Everything above the fold
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MONETIZE EVERYTHING
Contact Form submissions
Email Newsletter Signups
Customer Reviews
Putting an item in the Shopping Cart
Phone Call using # on website
Live Chat Help
Making a Purchase
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ELEMENTS WORTH TESTING
Photography
Different OffersFree Trial vs. 20% offBuy one get oneFree Gift for orders over $200
Same Product VariationsDeluxe vs. StandardPopular colorsDifferent Models
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WHY SEO YOUR LANDING PAGE
PPC: Optimized for Google Quality Score (ie. better rank, lower CPC,….)
Usability: Provides a more clear visual understanding of your specific product or service
Organic Search: Make it also useful to be indexed for FREE Organic Ranking. Obvious elements include <TITLE><H1><a href>Anchor textcontent
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SEARCH vs. CONTENT NETWORKSearch Network
Google Quality Score Algorithm requires good SEO fundamentals
Balance SEO with Conversion elementsAchieve faster QS with Search than ContentSearch Engines users have different intent
than Content Network (blogs, news sites, etc..)
Content NetworkHas a different QS AlgorithmRequires more SEO and ContentMuch longer to reach good QS due to low CTR
%
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LANDING PAGE RESOURCES
Always be testing
- Bryan Eisenberg
Landing Page Optimization
- Tim Ash
Thank You!
Greg Meyers – Founder, iGESSO Internet MarketingPhone: (610) 827-0121, Email: [email protected]
Website: http://www.igesso.comBlog: http://www.semgeek.com
DOWNLOAD ALL MY PRESENTATIONS: www.igesso.com/SearchCamp
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