Optimization Myths Exposed: Common Landing Page Misconceptions

Optimization Myths Exposed:

Common Landing Page

Misconceptions

#OptimizationMyths #WistiaCast

&

Housekeeping!

We will send the recording to you early next week.

There will be a Q&A at the end of the webinar.

Follow us on Twitter at @Wistia and @WordStream

Use the #WistiaCast hashtag to chat along the webinar

#OptimizationMyths #WistiaCast

Margot Mazur

Community Manager

@margotcodes

#OptimizationMyths #WistiaCast

About Wistia

We are:

- Video hosting built for

business!

- A library and Community

resource full of video

marketing content and

conversations

We are not:

- A video production company

or marketing agency

#OptimizationMyths #WistiaCast

Erin Sagin

PPC Evangelist

@erinsagin

#OptimizationMyths #WistiaCast

About WordStream

We are:

- Software built to mazimize Paid

Search performance

- Focused on increasing relevance

and Quality Scores in Google

AdWords, automating proven best

practices

#OptimizationMyths #WistiaCast

Launch Poll Questions

Marketers Are Obsessed With Conversions

#OptimizationMyths #WistiaCast

What’s A Good Conversion Rate, Anyway?

#OptimizationMyths #WistiaCast

Myth: Low CVRs

Mean That You

Must Have

Landing Page

Issues

#OptimizationMyths #WistiaCast

Reality:You Can Boost

CVRs Without

Touching Your

Landing Pages

#OptimizationMyths #WistiaCast

Conversion Rate = (Captured Leads/Website Visitors) x 100%

Huge leverage in changing the

“Landing Page Visitors” part of the equation by

sending more QUALIFIED traffic!

#OptimizationMyths #WistiaCast

#OptimizationMyths #WistiaCast

Targeting the Wrong Visitors Hurts

#OptimizationMyths #WistiaCast

Consider Keyword Choices & Targeting Settings

#OptimizationMyths #WistiaCast

Analyze Your Search Query Report

• Adjust

match

types

• Utilize

negative

keywords

#OptimizationMyths #WistiaCast

Hack:Pre-Qualify

Your Traffic

#OptimizationMyths #WistiaCast

Weed Out

Unqualified Visitors

Before They Click

Through to Your Site

#OptimizationMyths #WistiaCast

Google Shopping Ads

#OptimizationMyths #WistiaCast

Unique Ad Formats

#OptimizationMyths #WistiaCast

Inspire Users to

Take Action

#OptimizationMyths #WistiaCast

#OptimizationMyths #WistiaCast

Use Countdowns to Create Urgency

#OptimizationMyths #WistiaCast

As sale ends (or supply

diminishes), CTRs and CVRs

increase up to 3X!

Use Ad Customizers To Automate This Process

#OptimizationMyths #WistiaCast

Myth: The

Classic A/B

Test

#OptimizationMyths #WistiaCast

Typical Conversion Rate Optimization Test

#OptimizationMyths #WistiaCast

We Obsess Over Small Tweaks

#OptimizationMyths #WistiaCast

#OptimizationMyths #WistiaCast

#OptimizationMyths #WistiaCast

Diet Coke!?

#OptimizationMyths #WistiaCast

#OptimizationMyths #WistiaCast

Hack: Experiment With

Different Offers

#OptimizationMyths #WistiaCast

It’s Easy To Get Stuck In A Rut

#OptimizationMyths #WistiaCast

WordStream’s Old Offer

#OptimizationMyths #WistiaCast

How We Knew Our Offer Wasn’t Working

● Average to below average

conversion rates

● Prospects were asking for

more help (through

website and feedback

from Sales Team)

#OptimizationMyths #WistiaCast

Revelation!Rather than pushing the

product from the get-

go, satisfy their needs

FIRST, then go in for

the kill!

#OptimizationMyths #WistiaCast

Give People What They Want

#OptimizationMyths #WistiaCast

WordStream’s New Offer

#OptimizationMyths #WistiaCast

5X Higher

Conversion Rate!

Hack: Change Your

Sign-Up Flow

#OptimizationMyths #WistiaCast

Typical Software Download Form

#OptimizationMyths #WistiaCast

#OptimizationMyths #WistiaCast

Try Moving Registration to the End

#OptimizationMyths #WistiaCast

Or, Let Users Pick Their Path

#OptimizationMyths #WistiaCast

Now,

Over to

Margot!

#OptimizationMyths #WistiaCast

Why video?

● 93% of businesses who use video believe it has

increased user understanding of their product.

● 69% of users say they'd share a branded video if it

had information that might be of interest to friends.

● 64% of businesses who use video believe that it

has led directly to increased sales.

#wistiachat#OptimizationMyths #WistiaCast

Why video?

Builds brand rapport

Humanizes your brand

Keeps folks' attention

Helps explain and support

#wistiachat#OptimizationMyths #WistiaCast

72% of businesses who use

video believe that it has

improved the conversion rate of

their website.* stats from Wyzowl

Video Placement

#OptimizationMyths #WistiaCast

Each zone is 250 pixels in height

#OptimizationMyths #WistiaCast

Play Rate / Zone

#OptimizationMyths #WistiaCast

Adding video to a webinar

registration page makes it

more human and inviting

#OptimizationMyths #WistiaCast

Example of the landing page for this webinar, with stats

#OptimizationMyths #WistiaCast

What if my offer isn't a webinar?

#OptimizationMyths #WistiaCast

#OptimizationMyths #WistiaCast

#OptimizationMyths #WistiaCast

Video on a landing page can

increase conversions by

80% or more

Hold up! The first time is

rarely a charm.

#OptimizationMyths #WistiaCast

88% of web buyers say

that they’ve abandoned

online shopping carts

without completing a

transaction.

Source: Understanding Shopping Cart Abandonment, Forrester#OptimizationMyths #WistiaCast

#OptimizationMyths #WistiaCast

Solution: Win Them Back With the All-Mighty

Power of Retargeting

#OptimizationMyths #WistiaCast

#OptimizationMyths #WistiaCast

#OptimizationMyths #WistiaCast

Launch Poll Questions

Q&ASession

#OptimizationMyths #WistiaCast