Optimization Myths Exposed: Common Landing Page Misconceptions

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  • 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

  • Whats 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

  • Its Easy To Get Stuck In A Rut

    #OptimizationMyths #WistiaCast

  • WordStreams Old Offer

    #OptimizationMyths #WistiaCast

  • How We Knew Our Offer Wasnt 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

  • WordStreams 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

    https://www.wyzowl.com/video-marketing-statistics-2016.html

  • 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 theyve abandoned

    online shopping carts

    without completing a

    transaction.

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

    https://www.forrester.com/report/Understanding+Shopping+Cart+Abandonment/-/E-RES56827?objectid=RES56827

  • #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