Optimizing the Conversion Potential of Your Landing Pages
What We’re Going to Discuss
Part 1: Use Cases
Part 2: King Schools Case Study
Part 3: Conversion Optimization Tips
Use CasesRepresent an important or common task that
your visitors will be trying to accomplish
•Roles of your visitors
•Tasks or goals of your visitors
• What’s important to them• Level of knowledge• Location in research cycle• Where they’re coming from
Roles
Tasks
2-Step Use Case Process
Creating your use cases
Evaluating site based on use cases
• Get Sales, Marketing & Customer Service involved• Use your analytics• Look at your competitor sites• Consolidate similar use cases
Creating Use Cases
• Put blinders on and remove all previous biases• Document every step including “how you feel”• Write experiences in a narrative style• Be a little more forgiving than a typical visitor
Evaluating Your Site
Evaluation Criteria
• Effectiveness: Ability to successfully accomplish task
• Efficiency: Ability to quickly accomplish task with ease
• Satisfaction: How much a user enjoys using the site
• Error frequency and severity
Couple who’s never been on a cruise wants to see if it’s the right type of
getawaySpecific Task & Intent: Soon to be married couple researching honeymoon options & wants to learn about cruises.
• Looking for romantic getaways cruises• Wants to see various price ranges• Needs to read reviews from other honeymooners• Wants to learn about amenities and activities
Use Case Example #1
What’s Their Goal?
Use Case Example #2
Couple looking to book a bargain cruise
Specific Task & Intent: Retired couple looking to take advantage of bargain priced last minute available cabins and are ready to book if they can find a great deal.
• Flexible travel dates• Open to most destination & cruise lines• They are experienced with cruises
What’s Their Goal?
Your To Do List
Select your Use Case Team
Develop 4-7 most common Use Cases
Evaluate your site based on Use Cases
Modify your IA and Pages
King Schools, Inc
Pamela OlsonMarketing Manager
King Schools
• King Schools, Inc. – www.kingschools.com – World-wide leader of flight training courses – Marketing channels
• Website• Catalog & Direct Marketing• Outbound calling• Print Ads• Email
Our Website Has Binders Full of Landing Pages
Private Pilot Get It All Kit
Use Cases Role TaskNew to flying, hasn’t begun training Needs information
Started training, received various recommendations
Compare King versus competition
Father is a pilot, wants to get license Ensure that they will learn everything
Very familiar with flying and value-minded Ensure he’s getting best value
Just started training & Instructor recommended King Schools
Purchase course
Typical Customer Questions
• How do I get my License; What do I need?
• Why are King courses better?
• How do I use the kit?
• What do I get for $579?
• What guarantees do I have that I will pass?
Original Landing Page
Keep Scrolling…
Test Landing Page
Test Results
Testing dates - July 1, 2012 through September 15, 2012
New Page Control % Change
Conversion Rate .69% .34% 103%
Number of orders 125%
Test Landing Page Critique
No trust & credibility
No way to print or email page
No social sharing
No search box
Recommended Landing Page
Private Pilot Get It All Study Kit
Get It All Kit Overview
• Pass Your Knowledge Test—Guaranteed!• Ace your Checkride – Guaranteed!• Learn how to takeoff and land, communicate on the radio • Be prepared for your cross country flights
Product DetailsPrice: $579 (Valued at $1,149 when purchased separately)In StockCustomer reviews
Everything you need to easily pass your Private Pilot FAA exams, PLUS build on your aviation knowledge for years to come.
• Learn what to expect from an actual FAA examiner• Master every maneuver with exciting in-flight footage• Laugh & learn with John and Martha´s trademark teaching style• Pass your tests the first time or it´s free!
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Is this Kit Right for Me? What I’ll LearnWhat’s Included Why Choose King
What I’ll Learn
You will Pass Your Knowledge Test – Guaranteed!
The King Schools Private Pilot Get it All Kit includes your full and complete ground school that covers all the subjects that you need to know in order to take and pass you FAA Private Pilot Knowledge Test. We thoroughly cover the subject areas in a fun and easy to understand presentation. More details
The King Schools Practical Test Course helps you Ace your Checkride – Guaranteed.
Learn What Your “Checkride” test will be like.
Your Practical Test, commonly referred to as your Checkride, consists of two parts; An Oral Exam conducted before you go flying and an in-flight test in which you demonstrate your skills in the aircraft. More details
Your Get It All Kit includes additional courses & books to prepare you for the cockpit.
It’s much more economical to learn the important concepts you will need to perform in the airplane before you climb into the cockpit. These courses are specifically designed to ensure you’ll fly smart and impress your instructor with your skills. Overcome common training hurdles with King Special Subject Courses & learn about areas important to being a knowledgeable & skilled pilot. More details
Getting My License
Helpful Conversion Tips
Aesthetics
Marketing
Context
Usability
Usability
Marketing
Context
Aesthetics
Aesthetics Usability Marketing Context
Optimizing the Conversion Potential of Your Landing Pages
Brian LewisCEO
Solutions-insight [email protected]
760-207-3101@ImAnonymous