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I recently completed a project for a client to re-design the landing page they use for their Google Adwords Pay Per Click campaign. The results of the test just came in and with a few clever design modifications I doubled the effectiveness of their original landing page (conversion rate rose from 5% to 10%, and cost per converted lead was reduced from $34 to $17). That means for the same media expenditure they are now driving twice as many leads! (Actually, it's better than that because the optimized page is increasing the number of leads from their organic search traffic and their website browsing traffic, too.) This presentation shows you step-by-step the methods used to optimize the landing page.
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B o b H e b e i s e n h tt p : / / w w w . L i n k e d i n . c o m / i n / B o b H e b e i s e n
How to Optimize a Landing Page
O c t o b e r , 2 0 1 2
Original Landing Page
A/B Test Results:
• 393 clicks at a cost of $670.53 converting to 20 trial downloads
• 5.1% conversion rate, $33.53 cost per converted lead
Optimized Landing Page
A/B Test Results:
• 386 clicks at a cost of $676.23 converting to 39 trial downloads
• 10.1% conversion rate, $17.34 cost per converted lead
• A/B test winner
– 98% lift, or roughly 2x the conversion rate and half the cost per converted lead (99% confidence)
What’s GOOD about the Original Landing Page
• Very limited number of form fields for prospects to fill out
• Explanation of the privacy policy
• Explanation of trial download features
• 3rd party validation (magazine reviews)
... So we kept all this stuff
Optimization
•The problems (original page):1. Too much navigation taking you off the page2. No description of what the product does3. Content is poorly organized, scattered
•The fixes (optimized page):1. Extraneous navigation is eliminated, visitors
are “herded” through the call to action2. Brief description of what the product does3. Content reorganized and edited
Optimization
•The problems (original page):1. Too much navigation taking you off the page2. No description of what the product does3. Content is poorly organized, scattered
•The fixes (optimized page):1. Extraneous navigation is eliminated, visitors
are “herded” through the call to action2. Brief description of what the product does3. Content reorganized and edited
Optimization
•The problems (original page):1. Too much navigation taking you off the page2. No description of what the product does3. Content is poorly organized, scattered
•The fixes (optimized page):1. Extraneous navigation is eliminated, visitors
are “herded” through the call to action2. Brief description of what the product does3. Content reorganized and edited
Press logos
Download Features
Press logos
Download Features
Optimization
•The problems (original page):4. Too much copy, type too small to read5. No HTML page title
•The fixes (optimized page):4. Fewer, stronger reviewer quotes. Larger type.5. HTML page title descriptive of page content
Optimization
•The problems (original page):4. Too much copy, type too small to read5. No HTML page title
•The fixes (optimized page):4. Fewer, stronger reviewer quotes. Larger type.5. HTML page title descriptive of page content
Optimized Landing Page
A/B Test Results:
• 386 clicks at a cost of $676.23 converting to 39 downloads
• 10.1% conversion rate, $17.34 cost per converted lead
• A/B test winner (2x the conversion rate, half the cost per converted lead)
Optimized Landing Page
More Fixes:
Keep testing!
• Headline
• Bullet copy
• Layout
• Button copy
• Button color
• Etc.
Related Reading:• MarketingProfs: Clicking Me Softly: A Five-Day Crash Course in Conversion (
http://www.marketingprofs.com/articles/2011/4483/clicking-me-softly-a-five-day-crash-course-in-conversion-day-1)
• GlobalSpec Marketing Maven Blog: Winning Landing Pages -- An Eight-Point Checklist (http://marketingmaven.globalspec.com/?p=40)
• MarketingSherpa: Custom Landing Pages for PPC: 4 Steps to 88% More Leads, Lower Costs (http://www.marketingsherpa.com/article.php?ident=31348)
• ClickZ: How Obvious Is Your Call To Action (http://www.clickz.com/clickz/column/1936048/obvious-action)
• MarketingExperiments blog: Landing Page Optimization: Addressing customer anxiety (http://www.marketingexperiments.com/blog/research-topics/landing-page-optimization-research-topics/addressing-customer-anxiety.html)
• MarketingZone blog: Website Landing Pages (http://www.marketingzone.com/how/websites/landing-pages)
