Upload
hanapin-marketing
View
885
Download
2
Embed Size (px)
DESCRIPTION
Are you struggling to figure out why your landing page is not converting? Are there things you think you could be doing better but you're just not sure? PPC Heroes and their allies are here to help! In the recording, Hanapin Marketing's Associate Director of Paid Search and resident CRO expert, Sam Owen, and WiderFunnel's Founder and CRO expert, Chris Goward, host a live landing page audit. Throughout the webinar, the experts went through a number of submitted landing pages and pointed out their strengths, opportunities, and suggested solutions. You'll expert-level ppc tips like: *Best practices for landing pages *Tips and tricks on how to make sure your landing page is optimized for conversions *Examples of good and not-so-good features on a landing page
Citation preview
#thinkppc
HOSTED BY:
How to Recover from the Holidays Faster Than Your Competition
HOSTED BY:
Live Landing Page Audit
#thinkppc
Presenters• Chris Goward
– Founder of WiderFunnel
– Hero Conf Conversion Summit Speaker
– @chrisgoward
• Sam Owen– Associate Director of Paid Search at
Hanapin Marketing
– Hero Conf Conversion Summit Speaker
– @SamOwenPPC
#thinkppc
Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.
#thinkppc
Live Poll Question #1
How long have you been in PPC/CRO?#thinkppc
A. Less than 1 yearB. 1-3 yearsC. 3-5 yearsD. 5+ years
#thinkppc
Live Poll Question #2
How do you manage your landing pages?#thinkppc
a) I don’t currently test landing pages/I just use my homepage.b) I design and test them myself.c) I use third party software to run landing page tests.d) I use an agency to manage them.e) I’m reconsidering how I manage landing pages.
#thinkppc
A Great Landing Page
What We’re Looking For:
• Attention Grabbing• Consistency• Strong Call To Action• Clear Language• Trust, Proof and Credibility• Your Value Proposition• Impressive Visuals
#thinkppc
Campaign Alignment
Keyword > Ad > Landing Page
Don’t make customers have to think!
#thinkppc
Campaign – Landing Page Alignment
Let’s do a search…
#thinkppc
Campaign – Landing Page Alignment
#thinkppc
Campaign – Landing Page Alignment
#thinkppc
Campaign – Landing Page Alignment
Not about 65” TVs!
#thinkppc
Campaign – Landing Page Alignment
Keyword > Ad > Landing Page
Don’t make customers have to think!
#thinkppc
Conversion Optimization Frameworks
#thinkppc
“The most serious mistakes are not being made as a result of wrong answers. The truly dangerous thing is asking the wrong question.”—Peter Drucker
#thinkppc
SMART MARKETERS USE FRAMEWORK THINKING
Smart Marketers use Framework Thinking
#thinkppc
FunEx
Opportunities 1.1 Cluster
1.2 Isolation1.3 Isolation
LIFT
Page 1FunEx
2.1 Isolation2.2 Isolation2.3 Cluster
LIFT
Page 2
FunEx
3.1 Isolation3.2 Isolation
LIFTPage 3
FunEx
4.1 Isolation4.2 Cluster
4.3 Isolation
LIFT
Page 4
Insight Flow
Page 5, etc.
Agile Optimization System
Kaizen Plan
Web Analytics
Heuristic Analysis
Voice of Customer
In-Page Analytics
Redesign Plan
Phase 1 - Conversion Optimization Strategy
Phase 2 - LIFT™ and Testing
Discovery
#thinkppc
#thinkppc
SOLVE CONVERSION BARRIERS
Don’t chase after tactics
Solve Conversion Barriers
#thinkppc
The LIFT Model™
(Note: For more, google “WiderFunnel Lift”)
RelevanceClarity
AnxietyDistraction
Urgency
#thinkppc
Clarity: No hover treatment of the CTA buttons
Clarity: “Ready to get started” not clickable connected to CTA
Clarity: Image alignment confuses eyeflow
Distraction: Treatment & copy of top banner is disjointed and complex
Clarity: ‘browse course catalog’ CTA is competing with primary CTA
Distraction: Content written as plain factual, not emotive or persuasive
Clarity: The value proposition is hidden in summary block
Distraction: Links to State Req courses take prospect off the page
Distraction: Long course list on right column
#thinkppc
Competing CTAs
Clicks on non-clickable area
Clicks dispersed over course lists
No interest in body content area!
Click Heatmap Analysis
#thinkppc
15.7%Conversion Rate Lift
#thinkppc
Beautiful, focused eyeflow!
Click Heatmap Analysis for Winning Page
#thinkppc
Live Audit Time!
#thinkppc
Special Offers!
What interests you?o I would like a 10% off discount code for Hero Conf
Conversion Summito I would like a FREE Solutions Blueprint from Hanapin
Marketing. (For accounts with $20K+/mo in adspend).o Botho Neither
#thinkppc
Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing (for accounts greater than $20K/mo in adspend): http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:• Webinar Feedback: [email protected]