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2009 Philly Search Camp Advanced Landing Pages

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ADVANCED LANDING PAGE STRATEGIES Presented by: Greg Meyers 1
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Page 1: 2009 Philly Search Camp Advanced Landing Pages

ADVANCED LANDING PAGE

STRATEGIESPresented by: Greg Meyers

1

Page 2: 2009 Philly Search Camp Advanced Landing Pages

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

Page 3: 2009 Philly Search Camp Advanced Landing Pages

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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

Page 4: 2009 Philly Search Camp Advanced Landing Pages

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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

Page 5: 2009 Philly Search Camp Advanced Landing Pages

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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.

Page 10: 2009 Philly Search Camp Advanced Landing Pages

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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

Page 13: 2009 Philly Search Camp Advanced Landing Pages

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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.

Page 14: 2009 Philly Search Camp Advanced Landing Pages

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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

Page 15: 2009 Philly Search Camp Advanced Landing Pages

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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

Page 20: 2009 Philly Search Camp Advanced Landing Pages

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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

Page 21: 2009 Philly Search Camp Advanced Landing Pages

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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

Page 22: 2009 Philly Search Camp Advanced Landing Pages

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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

%

Page 23: 2009 Philly Search Camp Advanced Landing Pages

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LANDING PAGE RESOURCES

Always be testing

- Bryan Eisenberg

Landing Page Optimization

- Tim Ash

Page 24: 2009 Philly Search Camp Advanced Landing Pages

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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