Optimization Myths Exposed:
Common Landing Page
Misconceptions
#OptimizationMyths #WistiaCast
&
Housekeeping!
We will send the recording to you early next week.
There will be a Q&A at the end of the webinar.
Follow us on Twitter at @Wistia and @WordStream
Use the #WistiaCast hashtag to chat along the webinar
#OptimizationMyths #WistiaCast
Margot Mazur
Community Manager
@margotcodes
#OptimizationMyths #WistiaCast
About Wistia
We are:
- Video hosting built for
business!
- A library and Community
resource full of video
marketing content and
conversations
We are not:
- A video production company
or marketing agency
#OptimizationMyths #WistiaCast
Erin Sagin
PPC Evangelist
@erinsagin
#OptimizationMyths #WistiaCast
About WordStream
We are:
- Software built to mazimize Paid
Search performance
- Focused on increasing relevance
and Quality Scores in Google
AdWords, automating proven best
practices
#OptimizationMyths #WistiaCast
Launch Poll Questions
Marketers Are Obsessed With Conversions
#OptimizationMyths #WistiaCast
What’s A Good Conversion Rate, Anyway?
#OptimizationMyths #WistiaCast
Myth: Low CVRs
Mean That You
Must Have
Landing Page
Issues
#OptimizationMyths #WistiaCast
Reality:You Can Boost
CVRs Without
Touching Your
Landing Pages
#OptimizationMyths #WistiaCast
Conversion Rate = (Captured Leads/Website Visitors) x 100%
Huge leverage in changing the
“Landing Page Visitors” part of the equation by
sending more QUALIFIED traffic!
#OptimizationMyths #WistiaCast
#OptimizationMyths #WistiaCast
Targeting the Wrong Visitors Hurts
#OptimizationMyths #WistiaCast
Consider Keyword Choices & Targeting Settings
#OptimizationMyths #WistiaCast
Analyze Your Search Query Report
• Adjust
match
types
• Utilize
negative
keywords
#OptimizationMyths #WistiaCast
Hack:Pre-Qualify
Your Traffic
#OptimizationMyths #WistiaCast
Weed Out
Unqualified Visitors
Before They Click
Through to Your Site
#OptimizationMyths #WistiaCast
Google Shopping Ads
#OptimizationMyths #WistiaCast
Unique Ad Formats
#OptimizationMyths #WistiaCast
Inspire Users to
Take Action
#OptimizationMyths #WistiaCast
#OptimizationMyths #WistiaCast
Use Countdowns to Create Urgency
#OptimizationMyths #WistiaCast
As sale ends (or supply
diminishes), CTRs and CVRs
increase up to 3X!
Use Ad Customizers To Automate This Process
#OptimizationMyths #WistiaCast
Myth: The
Classic A/B
Test
#OptimizationMyths #WistiaCast
Typical Conversion Rate Optimization Test
#OptimizationMyths #WistiaCast
We Obsess Over Small Tweaks
#OptimizationMyths #WistiaCast
#OptimizationMyths #WistiaCast
#OptimizationMyths #WistiaCast
Diet Coke!?
#OptimizationMyths #WistiaCast
#OptimizationMyths #WistiaCast
Hack: Experiment With
Different Offers
#OptimizationMyths #WistiaCast
It’s Easy To Get Stuck In A Rut
#OptimizationMyths #WistiaCast
WordStream’s Old Offer
#OptimizationMyths #WistiaCast
How We Knew Our Offer Wasn’t Working
● Average to below average
conversion rates
● Prospects were asking for
more help (through
website and feedback
from Sales Team)
#OptimizationMyths #WistiaCast
Revelation!Rather than pushing the
product from the get-
go, satisfy their needs
FIRST, then go in for
the kill!
#OptimizationMyths #WistiaCast
Give People What They Want
#OptimizationMyths #WistiaCast
WordStream’s New Offer
#OptimizationMyths #WistiaCast
5X Higher
Conversion Rate!
Hack: Change Your
Sign-Up Flow
#OptimizationMyths #WistiaCast
Typical Software Download Form
#OptimizationMyths #WistiaCast
#OptimizationMyths #WistiaCast
Try Moving Registration to the End
#OptimizationMyths #WistiaCast
Or, Let Users Pick Their Path
#OptimizationMyths #WistiaCast
Now,
Over to
Margot!
#OptimizationMyths #WistiaCast
Why video?
● 93% of businesses who use video believe it has
increased user understanding of their product.
● 69% of users say they'd share a branded video if it
had information that might be of interest to friends.
● 64% of businesses who use video believe that it
has led directly to increased sales.
#wistiachat#OptimizationMyths #WistiaCast
Why video?
Builds brand rapport
Humanizes your brand
Keeps folks' attention
Helps explain and support
#wistiachat#OptimizationMyths #WistiaCast
72% of businesses who use
video believe that it has
improved the conversion rate of
their website.* stats from Wyzowl
Video Placement
#OptimizationMyths #WistiaCast
Each zone is 250 pixels in height
#OptimizationMyths #WistiaCast
Play Rate / Zone
#OptimizationMyths #WistiaCast
Adding video to a webinar
registration page makes it
more human and inviting
#OptimizationMyths #WistiaCast
Example of the landing page for this webinar, with stats
#OptimizationMyths #WistiaCast
What if my offer isn't a webinar?
#OptimizationMyths #WistiaCast
#OptimizationMyths #WistiaCast
#OptimizationMyths #WistiaCast
Video on a landing page can
increase conversions by
80% or more
Hold up! The first time is
rarely a charm.
#OptimizationMyths #WistiaCast
88% of web buyers say
that they’ve abandoned
online shopping carts
without completing a
transaction.
Source: Understanding Shopping Cart Abandonment, Forrester#OptimizationMyths #WistiaCast
#OptimizationMyths #WistiaCast
Solution: Win Them Back With the All-Mighty
Power of Retargeting
#OptimizationMyths #WistiaCast
#OptimizationMyths #WistiaCast
#OptimizationMyths #WistiaCast
Launch Poll Questions
Q&ASession
#OptimizationMyths #WistiaCast