Optimzing your Landing Page Conversion

In this video interview, Scott Brinker shares his thoughts on landing page features that could help double the conversion rate of standard landing pages.



Where do you normally drive prospects / visitors clicking onto your Generic keywords to ?

• A Generic home page ?
• Category page ? Or ?

Have you tried utilizing a 2-step landing pages to segment click-throughs from generic keywords ? Scott Brinker explains how 2-step landing pages can be used to segment click-throughs from generic keywords to boost conversion rates in the following video:



How to create 2-step landing pages ?

• First step is a 1-click segmentation choice - Offering the generic keywords prospects / visitors an option in selecting the appropriate segment (self-segmentation) that relates to them.
  

• Second step is the selected destinated landing page which is of relevance to the generic keywords prospects / visitors.

Why create 2-step landing pages ?

• Ads messaging relevance to individual segment - Through this segmentation, data could be obtained in having a better understanding on which of your ppc ads are attracting the particular segment.
  

• Segment Conversion Rate - And through the second click, we would be able to determine which segments are converting and which are not.

Ponder this:

• Will you still drive your generic keywords prospects / visitors to generic landing pages ?
• Or start testing and increase your conversion rate ?

Action:

1. Why not create a simple 2-step landing page in testing your conversion rate ?
2. And share your testing results with us

Landing Page Optimization Collection

Collection of Slides on Landing Page Optimization:

SMX Advanced: Landing Page Myths

Advanced Landing Page Tactics

Optimizing Landing Pages for Lead Generation and Conversion Webinar Slides HubSpot

High Performance Landing Pages

Landing Pages and Multivariate Testing

Advanced Optimization For Landing Pages

How are you optimizing your landing page ?
What is / are the end goal of your landing page ?

PPC Landing Page: Are they aligned ?

Let's start off the year with a quick look at a PPC campaign which is running LIVE on Google as of this writing and how we could learn and apply from here. If this is your first time here, do take a look at my last post on what's in for your website visitors and do share your thoughts with us in this post.

Let's do a Google on "storage for paintings" and imagine ourself in need of more space for storing our lovely painting collection.

And here's the first position ad:




Seems like they are essentially squeezing all their product offerings onto this ppc ad, wishing the potential customer / searchers will click onto it just because they have everything listed on the ad. Does the ad seems only understandable to the company offering this ? Or should it be the other way round ? No Call to Action found. What's in for the potential customer ? What are they really looking for ? What's the benefit other than as low as $50 ?

Now moving onto the landing page:



Once landed onto the landing page, searchers are left to figure out why they are here in the first place. What's next for the searchers ? What's the desirable action ? What's in for them ? The story doesn't ends here by just throwing them onto a generic landing page. Is it really worthy to spend the money driving interested searchers onto your landing page and after which having them to bounce out in a few seconds just because they can't find what they were promised or looking for.

Even having a highly motivated searcher with the intent to seek the solution themselves through clicking onto the Contact Us button; additional voluntary steps will have to be initiated by them in either dialing the number or email listed on the section. How many searchers would be willing to go the extra mile for you ?



Now Your Turn.
What other learnings could we add on ?

Test Your Call to Action Button

Before we begin for today,
lets do a little test below should we ?







Yes, which call to action button would entice you to click onto it if you were a student signing up for your degree program ?

Have your answers ready ?

As a business owner / marketer, which copy would you put onto your call to action button ?

• Would a generic copy on the button entice more clicks from your users / visitors ?

• Or would a copy which inform your users / visitors on the next step or what's IN for them once they click onto the the call to action button ?
  

Why not implement a simple A/B testing and let your users or visitors decide for you. Let them decide which copy; which colour of the call to action button; which size entice them better to click onto the call to action button.

This is only part of the equation, make sure you test your landing page elements in an integrated approach, taking into consideration the following elements as well:

• Body copy
• Hero shot images
• Sign up form fields
• Landing page load time
  

Are you testing your landing page ?
Or are you sitting in the cubic room guessing ?
Are you optimizing your landing page ?
You decide.

Tim Ash Interview: Landing Page Optimization

An interview conducted by Sage with Tim Ash on his book: Landing Page Optimization



Highly Recommended book written by Tim Ash:
> Landing Page Optimization

Landing Page Optimization Daily Digest - Issue 1

Landing Page Optimization Daily reads will be the first of daily readings.More daily reads covering from Search marketing, PPC to web analytics to come.

Optimizing Your Landing Page Part 1 - Case Studies from Marketing Experiments

Optimizing Your Landing Page Part 2 - Case Studies from Marketing Experiments

Uncovering Site Problems for Landing Page - From landing page expert Tim Ash

Your turn now to suggest any good reads that you
would like to share with us.

Share. Read. Learn. Optimize.