Outreach Digital - PPC & CRO for Lead Acquisition - Killer Tactics You Would Die to Know

Lead Acquisition - Killer

Tactics You Would Die to

Know

‘’Campaign traffic (e.g., paid, social or email traffic) should never be sent to your

homepage, because homepages are for exploration.

Campaign traffic should always be sent to landing pages, because landing pages

focus on conversion.’’

Brad from Unbounce

“One Page. One Purpose. Period.” – Oli Gardner

Send people to a relevant and targeted page

Your homepage is a mish-mash of goal oriented communication – and usually for

good reason.

Look for curious explorer type user rather than the person clicking through from a

banner or AdWords link.

One goal, one message, one action. And hence one page – generally a new one –

a landing page.

What went wrong?

Message not in sync

Description bit different from what’s on Ad Text

Wrong cues - left or right?

Provide a consistent experience

From ad through landing page and onto the destination site, design, messaging

and tone should be consistent with the expectations your user had at the time they

clicked the link/banner

Focus the visitors attention with a clear and concise

headline

Does it capture your attention?

User and traffic segmentation

Am I contractor with limited company?

Have I got my contractor accountant?

Am I new to contracting?

Am I just browsing?

Have I got too many choice?

Am I price incentive buyer?

Sitelinks examples

Sitelinks and Conversions vs Avg Pos

Duplicate URLs Sitelinks

Not

Always

True

Proof

Remove the navigation

Donʼt give people a full-scale website experience.

Lead generation pages are for conversions not for explorations

Keep people's focus on track.

Navigation option you provide dilutes user's attention.

Footer exemption

Above the fold

Primary messaging and call to action must be above the fold

Does it really matter anymore?

Ensure that the CTA is present above the fold

Repeated at regular intervals further down the page

There are exceptions

Repeat your CTA on long pages

Repeat your core message and/or CTA at comfortable intervals throughout.

Helps to reinforce your purpose.

Different people react to different content,

Some users may click instantly some may be ½ or 2/3 of the way through before

they will trust you what you are saying on your landing pages

Provide extra value on your thank you page

Once you have taken visitors personal data on your landing page - go beyond

that and give them a bonus on the thank you page.

Something useful

Link to related content on your site

Extra free report

Surprising someone and giving them a bonus is great

Hakuna Matata Level 301 -> JavaScript

Make sure you are in good relationship with your top best and brightest dev guys

JavaScript can do magic...

Form

Fields

Smooth

Scroll

Hot

Jar

Personalized vs Instant

Confidence Level (Statistical Confidence)

In statistics, a confidence interval (CI) is a type of interval estimate of a population

parameter. It is an observed interval (i.e., it is calculated from the observations), in

principle different from sample to sample, that potentially includes the

unobservable true parameter of interest. How frequently the observed interval

contains the true parameter if the experiment is repeated is called the confidence

level.

Confidence Level

The probability that the winning variation of your A/B test had more conversions

for reasons other than chance. Before declaring a winner, you want a confidence

level of 95% or more, as well as a sufficient number of conversions.

Hot Jar Heatmaps

https://insights.hotjar.com/h?site=213367&heatmap=898456&token=2d8bf22a654

45fb65bddf112f81c1d13&device=desktop&type=click

http://insights.hotjar.com/p?site=213367&recording=471758896

http://insights.hotjar.com/p?site=213367&recording=470621944

http://insights.hotjar.com/p?site=213367&recording=463794496

http://insights.hotjar.com/p?site=213367&recording=462830871

http://insights.hotjar.com/p?site=213367&recording=462541433

http://insights.hotjar.com/p?site=213367&recording=359113463

The reason for optimization is to increase conversions. It doesn’t matter whether

the traffic source is search, social, or display ads.

There are two reasons why people buy products:

To spend money to fight pain

To spend money to pursue pleasure

Fun Fact

Competitors on the phone

Competitors on the live chat

Create special landing page for them

Scrape previous IP addresses

Not everything that can be counted counts, and not everything that counts can be counted.

Albert Einstein, Physicist