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Archive for the ‘Landing Pages / Increasing Conversion Rates’ Category

Testing your ad copy and your landing pages can significantly improve your paid search efforts. Of course, building a solid keyword base, creating an optimized account structure, and executing a well-planned bid management strategy are also crucial. However, testing allows you to understand how to optimize and improve your communication with your target audience. Conducting thorough tests on your landing pages can deepen your audience interaction and increase your conversion rate.

If you’re like a lot of companies, running tests on your landing pages used to involve numerous meetings with your IT department, development hours in order to get everything designed and launched, as well as additional time to analyze the active tests. Your life as a search engine marketer got easier when Google launched Website Optimizer. If you have access to your landing page code, and you have some basic coding skills (or someone in close proximity does), then you can quickly launch tests, analyze the results and adjust accordingly.

With Website Optimizer you can run all of your testing in one location. (And no, this isn’t a paid plug for for this tool. We just think it’s extremely helpful!) You can monitor your tests, make adjustments as needed and improve your conversion rate. As far specific technical requirements are concerned to launch tests with Website Optimizer, I’ll leave that to the help section of the official website.

However, once you have your account open and your ready to start improving your landing page performance, what exactly should you be testing? Here is a list of landing page/website elements that you can test in order to learn what appeals best to your audience.

Headline: Your headline, along with almost every other element on our landing page, needs to be relevant, timely and appropriate for your audience. First, your headline has to assure the user that they’ve landed (pun intended) in the right place. In this vein, your headline needs address the core concern of someone who arrives on your page. From the first second of a user’s arrival, you need to tell them that you have the answer to their search.

There are numerous ways to write and test great headlines. Here are just a few ideas for testing new headlines:

• Try using emotional copy that will appeal to the user’s hopes, dreams, fears, aspirations.
• Test customer-focused vs. company focused headline (example: We can make your lead prospecting easier vs. You can make your lead prospecting easier).
• Split test using questions against declarative sentences.
• Try using longer headlines that are loaded with benefits against shorter headlines that focus solely on setting up the conversion.
• If you have headline copy that works well, then you can test the different font sizes and color.

Body copy: This is where you back-up the claims made in your headline or PPC ad. If your PPC ad inspired the user to click and the headline has convinced them to read further down the page, then your copy needs to do the heavy lifting.

Your body copy also needs to be relevant to a user’s search, benefit-driven, and written in the manner in which your audience expects. By this last point I mean that you need to know how colloquial, formal or technical the language on your landing page should be.

For the purpose of improving conversion rate, here a few body copy elements to test:

• Try using short text against longer text.
• Test copy that is more emotionally driven, rather than technical or feature driven.
• Your copy should always be relevant, but you can test inserting more of your high-traffic keywords into your copy.
• See if a list of benefits helps increase your performance.

Call-to-action: By this I could mean a few different things: the phrase that you use on your landing page for the desired action, or perhaps the button that users click on to go to the next step in your conversion funnel. Either way, you need to test it.

In regards to actual text, you should test a few different phrases to see which appeals to users best. Does a shorter call-to-action such as, “Sign Up’ work better than a more detailed one such as, “Get Your Free Guide Now.”

Also, you can test the color of your call-to-action buttons. Usually when there is an article written about landing page testing, someone mentions the button color. But it works and it’s worth testing.

Contact form: In the past, I have found that the next two are the hardest to test. The difficulty lies in the fact that the contact form is usually tied to a database. And if the contact form is damaged in anyway, then the leads will not populate correctly. However, if you can adapt, then this can be a quick win for testing.

For contact form testing, you should try out:

• Different lengths of your form. Try to using a longer form, and then try a version that is short enough to get above the fold.
• Ask fewer questions. How much information does your sales team need to follow up with a lead?
• How many required fields do you have? Can you make some of them optional?
• In regards to contact information; do you display your phone number on the landing page? How many calls do you receive from your landing page? Try removing the phone number to see if this inspires people to fill out the form.

Trust/Credibility symbols: Does your industry have certain certifications that will display your level of expertise and help build trust with your audience? If you don’t have them on your landing page, you should test this out. Also, if you’re accepting any type of payment, displaying safe-purchasing symbols can help improve your conversion rate.

Try out different offers: This is a quick one: you can highlight seasonal or time-sensitive offers on your landing page. This is pretty straight forward. See which offer generates the best response and use it again at the same time the following year or even the next month.

Mini-site vs. Landing page: Once you have conducted a series of tests on your landing page and you feel that it’s as good as it’s going to get and you’ve hit the point of diminishing returns, then it might be time to go back to the drawing board. By this I mean you may need to completely re-think how you use landing pages. However, at least when you start this process, you’ll have a control landing page that you can test against.

With this tactic, you may to test out a mini-site or a multiple-step conversion process. Or if you’re using one of these longer forms, you may want to go the opposite direction and use a shorter landing page.

If you want more ideas on how to optimize landing pages for higher conversion rates, you can check out our podcast series, PPC Hero Landing Page Optimization Podcast.

For more in-depth information on landing page testing, I highly recommend Tim Ash’s book, Landing Page Optimization. And I also recommend Always Be Testing by Bryan Eisenberg and John Quarto-vonTivadar for additional information on Website Optimizer. Very helpful resources!

Keep in mind that there is a cost to landing page testing. Some of your tests are not going to be successful, but your results should improve over time. Optimizing your landing page is a continuous process that will lead to enhanced results when executed properly and with care.

Check out The Adventures of PPC Hero: Heroic Feats of Pay Per Click Management at http://www.ppchero.com/. Copyright © 2007-2009 Hanapin Marketing, LLC.

It’s common knowledge that a professional website design can increase conversion rates and sales. A professional website design ensures trust and credibility with your users. Over at www.seoboy.com (our brother site) there is a post outlining a few do’s and don’ts on creating a web design that conveys trust and credibility to help increase conversions. But website design and landing pages can play a part not just in SEO, but in PPC too. Actually, there is an entire series posted on SEO Boy that gives tips on creating that sense of trust and credibility with your users in order to increase conversions. Check it out when you get time.

Now, back to PPC landing page optimization. The tactics I describe in this post will not only improve your Quality Score which can increase your ad position for a lower cost, but can also help convert more people that come to your website.

Now, I will admit that most of these tips are for lead generation, not all of these tips would apply to an ecommerce website.

1. Call to Action/Buttons – It’s no secret that adding a call –to- action or a button that is large and very noticeable on your PPC landing pages will help increase conversions. Anything that draws attention to a user is more likely to get clicked on. Tell people what you want them to do on your landing page, don’t just assume they’ll know automatically.
2. Minimal Navigation – The key to successful PPC landing pages is keep the user to from getting too distracted. Remove the top, left or right hand navigation from your main site on your PPC landing pages. Simply have your company logo at the top left of the page with a link to your homepage. That will be enough for people to click on if they need more information before converting.
3. Important information above the fold – Some people who are searching for a service like yours are sometimes in a hurry. If they enter your landing page and don’t see what they need to do within the first 5 seconds, they’re likely to bail. Be sure that your call to action, button, or form is above the fold. Be sure to check Google analytics to see what resolution size the majority of your users are currently using. This will help your designers make the important information above the fold for most of your users.
4. Easy-to-scan copy – I’ve worked on clients before that use way too much industry language in their PPC landing pages. You have to think that if an executive is looking for a service they’re likely to ask their assistant, intern or even a receptionist to do research before they engage in anything. While the executive may know all the industry jargon the assistant or intern may not. Also, these people who are searching for many companies are in a hurry, and simply just scan the copy on your landing page and don’t necessarily read through it all the way. So break up your copy into several paragraphs instead of one large paragraph. And I like to use the rule of thumb to put your benefits or advantages of choosing your company in a bullet list or numbered list so it stands out more prominently.
5. Few images to convey professionalism – Some PPC landing pages I have seen have a lot of well, dorky images that don’t convey any professionalism whatsoever. This can really turn off a potential client and make you look untrustworthy. Have one to 2 images on your PPC landing pages that show professional looking people, smiling as if they have just engaged in yoru services and are incredibly happy. Also having too many images on your PPC landing page will make your load times longer.
6. Fast loading times – One factor of the Google Adwords Quality Score is the load times of your pages. If it takes more than 10 seconds to fully load your pages that’s way to long. It should take less than 5 seconds. Large flash files, too many images, or animated graphics could hinder your fast load times. Also, if I have to wait for a flash animation to load before I can get information about your services, I’m more than likely not going to stick around or come back.
7. Dynamic headlines – Using dynamic headlines on your PPC landing pages is a great way to better target what the user is actually typing in the search box. Dynamic headlines are generated by tracking URLs that will insert the specific keyword into the headline. This is like using dynamic keyword insertion in your PPC ads, only it’s for your landing pages. If the page headline is more targeted to what the user typed in the search, they’re much more likely to continue reading and complete an action.
8. PPC keywords in your landing page copy – Many people think this is only true for SEO, but you still need to include your PPC keywords in the copy of your PPC Landing page. This will not only help improve your Quality Scores, but will also help your users connect better to your copy.
9. Short contact form – You could potentially be driving away qualified leads by having a contact form that is too long. If your contact form is running below the fold, it’s too long. You should be able to see the ‘submit’ button above the fold. Look at your current forms and only require the information you truly need. If someone sees a very long form, they may think, ‘This is going to take too long to fill out’ and could possibly skip that process altogether.
10. No Clutter – This is really a no-brainer, but unfortunately too many people make the mistake of dumping too much content on their PPC landing pages. You should have one main goal of your PPC landing page, not 3, 4 or 5. Remove any extra copy that isn’t necessarily useful to the user. Remove any unnecessary images or icons.

If you need any persuasion to make changes to your existing landing pages, just take this for an example: if you were to make changes on your landing pages, and increase your conversion rates by .5%, add that to your current sales and see how much of an increase that is. You would be surprised how much additional revenue .5% would drive.

If you have any additonal PPC landing page tips that will help increase conversions that I have not mentioned feel free to add them in the comments section!

Check out The Adventures of PPC Hero: Heroic Feats of Pay Per Click Management at http://www.ppchero.com/. Copyright © 2007-2009 Hanapin Marketing, LLC.