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HOSTED BY:

How to Recover from the Holidays Faster Than Your Competition

HOSTED BY:

Live Landing Page Audit

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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

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Join the conversation

• Include the hashtag #thinkppc in your Twitter tweets.• Or use the webinar question box to send us questions.

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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

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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.

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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

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Campaign Alignment

Keyword > Ad > Landing Page

Don’t make customers have to think!

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Campaign – Landing Page Alignment

Let’s do a search…

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Campaign – Landing Page Alignment

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Campaign – Landing Page Alignment

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Campaign – Landing Page Alignment

Not about 65” TVs!

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Campaign – Landing Page Alignment

Keyword > Ad > Landing Page

Don’t make customers have to think!

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Conversion Optimization Frameworks

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“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

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SMART MARKETERS USE FRAMEWORK THINKING

Smart Marketers use Framework Thinking

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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

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SOLVE CONVERSION BARRIERS

Don’t chase after tactics

Solve Conversion Barriers

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The LIFT Model™

(Note: For more, google “WiderFunnel Lift”)

RelevanceClarity

AnxietyDistraction

Urgency

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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

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Competing CTAs

Clicks on non-clickable area

Clicks dispersed over course lists

No interest in body content area!

Click Heatmap Analysis

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15.7%Conversion Rate Lift

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Beautiful, focused eyeflow!

Click Heatmap Analysis for Winning Page

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Live Audit Time!

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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

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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: marketing@hanapinmarketing.com