Building Landing Pages That Convert

03.16.10

Who We Are

Clickable is a platform that makes online advertising simple, instant and profitable. Our purpose is to help businesses survive and thrive by simplifying online advertising success.

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Introduction

Hanny HindiClickable Search Marketing Guru

Max KalehoffClickable Search Marketing Guru & Vice President of Marketing

What is Search Engine Marketing?

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Introduction

Agenda

Our Goal Today: To provide practical tips to improve your search marketing landing pages, and your conversion rates.

1. Identify user problems.

2. Clearly make an offer.

3. Provide trustworthy support.

4. Facilitate a frictionless conversion.

5. Designs tips for simple and attractive pages.

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Agenda

What is a Landing Page?

Landing Page: The Web page a searcher arrives at after clicking on an ad. (SEMPO)

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Translating Queries into Questions

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Users Conduct Searches to Ask Questions• The first step of search advertising is to determine

which questions you can answer.• The second step is to translate those questions

into keyword lists, ads—and landing pages.

To make an effective landing page, you need to know what question your users are asking, and provide a clear and compelling answer.

Identifying a User’s Problem

There are three kinds of landing pages:1. Product-focused landing pages: For users who

know exactly what they're looking for.

2. Concept-focused landing pages: For users who know what their problem is, but don't have a particular solution in mind.

3. Turn-the-corner landing pages: For users who do have a particular solution in mind, but not the one you want to offer.

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Identify User Problems

Offering to Solve User Problems

A landing page should make an offer: This point might seem very obvious, but there are often situations where Search Engine Optimization (SEO) trumps clarity.

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Clearly Make an Offer

Which of these landing page messages needs revision?

#1 #2 #3

Setting Your Offer Apart

Users will often examine a variety of offers before making a decision, so it is important to set your offer apart.

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Clearly Make an Offer

Don’t Take My Word For It!

“Clickable makes search marketing Simple, Instant & Profitable.” (… but they also pay my rent)

• Online customers today are very savvy: they know how easy it is to put up a Web site, so they need trustworthy support for your claims.

• Don’t force them to trust you alone.

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Provide Trustworthy Support

Facilitating a Frictionless Conversion

The only way to lose a customer this late in the sales funnel is by making things too complicated. So, it is crucial to make the conversion process as simple as possible.

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Frictionless Conversation

Keeping Online Forms Simple

Every form field is a potential way to lose a customer, so advertisers should always ask two questions:

1. Do I really need this information?

2. Does this field need to be mandatory?

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Design Tips

Basics of Landing Page Design

Top Five Tips:1. Whitespace is

your friend.

2. Avoid light type on dark backgrounds.

3. Clearly set out your headlines and subheaders.

4. Don’t use Flash.

5. Go easy on the images and icons.

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Design Tips

Basics of Landing Page Design (cont.)

The Top Tip: Hire a Graphic Designer!

The five tips above were put together by Penny Sudtunyarat, one of Clickable’s top Graphic Designers. You should hire one too…

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Design Tips (cont.)

Using Clickable Pro to Simplify SEM

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Using Clickable Pro to Simplify SEM

Clickable Pro is an online tool that makes search advertising Simple, Instant and Profitable.

• Manage all of your campaigns, across all search networks, in a single, intuitive interface.

• Take action based on recommendations generated by Clickable’s ActEngine™ (for everything from best practices to bids and budgets).

• Create white-label, customized reports.

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How to Sign Up for Clickable

Simply go to www.clickable.com/signup and try the product free for 15 days.

If you want more support getting started with search marketing, consider Clickable

Assist, our fully-managed solution:

www.clickable.com/assist

Or email us: editor@clickable.com

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How to Sign Up