Our optimization experts will quash common misconceptions and share their best strategies to help bring your landing pages to the next level. Tune in to learn how to create a streamlined, engaging experience that drives lead generation. You'll learn: -Why you should use video on your landing page -How your landing page affects your Google Quality Score -How to design your landing page to capture more conversions

1. Optimization Myths Exposed:
Common Landing Page
Misconceptions
#OptimizationMyths #WistiaCast
&

2. 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

3. Margot Mazur
Community Manager
@margotcodes
#OptimizationMyths #WistiaCast

4. 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

5. Erin Sagin
PPC Evangelist
@erinsagin
#OptimizationMyths #WistiaCast

6. 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

7. Launch Poll Questions

8. Marketers
Are Obsessed
With Conversions
#OptimizationMyths #WistiaCast

9. What’s A Good Conversion Rate, Anyway?
#OptimizationMyths #WistiaCast

10. Myth: Low CVRs
Mean That You
Must Have
Landing Page
Issues
#OptimizationMyths #WistiaCast

11. Reality:
You Can Boost
CVRs Without
Touching Your
Landing Pages
#OptimizationMyths #WistiaCast

12. 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

13. #OptimizationMyths #WistiaCast

14. Targeting the Wrong
Visitors Hurts
#OptimizationMyths #WistiaCast

15. Consider Keyword Choices &
Targeting Settings
#OptimizationMyths #WistiaCast

16. Analyze Your Search Query Report
• Adjust
match
types
• Utilize
negative
keywords
#OptimizationMyths #WistiaCast

17. Hack:
Pre-Qualify
Your Traffic
#OptimizationMyths #WistiaCast

18. Weed Out
Unqualified Visitors
Before They Click
Through to Your Site
#OptimizationMyths #WistiaCast

19. Google Shopping Ads
#OptimizationMyths #WistiaCast

20. Unique Ad Formats
#OptimizationMyths #WistiaCast

22. Inspire Users to
Take Action
#OptimizationMyths #WistiaCast

23. #OptimizationMyths #WistiaCast

24. Use Countdowns to Create Urgency
#OptimizationMyths #WistiaCast
As sale ends (or supply
diminishes), CTRs and CVRs
increase up to 3X!

25. Use Ad Customizers To Automate This Process
#OptimizationMyths #WistiaCast

26. Myth: The
Classic A/B
Test
#OptimizationMyths #WistiaCast

27. Typical Conversion Rate Optimization Test
#OptimizationMyths #WistiaCast

28. We Obsess Over Small Tweaks
#OptimizationMyths #WistiaCast

29. #OptimizationMyths #WistiaCast

30. #OptimizationMyths #WistiaCast

31. Diet Coke!?
#OptimizationMyths #WistiaCast

32. #OptimizationMyths #WistiaCast

33. Hack:
Experiment With
Different Offers
#OptimizationMyths #WistiaCast

34. It’s Easy To Get Stuck In A Rut
#OptimizationMyths #WistiaCast

35. WordStream’s Old Offer
#OptimizationMyths #WistiaCast

37. 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

38. Revelation!
Rather than pushing the
product from the get-
go, satisfy their needs
FIRST, then go in for
the kill!
#OptimizationMyths #WistiaCast

39. Give People What They Want
#OptimizationMyths #WistiaCast

40. WordStream’s New Offer
#OptimizationMyths #WistiaCast
5X Higher
Conversion Rate!

41. Hack:
Change Your
Sign-Up Flow
#OptimizationMyths #WistiaCast

42. Typical Software Download Form
#OptimizationMyths #WistiaCast

43. #OptimizationMyths #WistiaCast

44. Try Moving Registration to the End
#OptimizationMyths #WistiaCast

45. Or, Let Users Pick Their Path
#OptimizationMyths #WistiaCast

46. Now,
Over to
Margot!
#OptimizationMyths #WistiaCast

47. 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

48. Why video?
Builds brand rapport
Humanizes your brand
Keeps folks' attention
Helps explain and support
#wistiachat#OptimizationMyths #WistiaCast

49. 72% of businesses who use
video believe that it has
improved the conversion rate of
their website.
* stats from Wyzowl

50. Video Placement
#OptimizationMyths #WistiaCast

51. Each zone is 250
pixels in height
#OptimizationMyths #WistiaCast

52. Play Rate / Zone
#OptimizationMyths #WistiaCast

53. Adding video to a webinar
registration page makes it
more human and inviting

54. #OptimizationMyths #WistiaCast

55. Example of the landing page for this webinar, with stats
#OptimizationMyths #WistiaCast

56. What if my offer isn't a webinar?
#OptimizationMyths #WistiaCast

57. #OptimizationMyths #WistiaCast

58. #OptimizationMyths #WistiaCast

59. Video on a landing page can
increase conversions by
80% or more

60. Hold up!
The first time is
rarely a charm.
#OptimizationMyths #WistiaCast

61. 88% of web buyers say
that they’ve abandoned
online shopping carts
without completing a
transaction.
Source: Understanding Shopping Cart Abandonment, Forrester#OptimizationMyths #WistiaCast

62. #OptimizationMyths #WistiaCast

63. Solution: Win Them Back With the All-Mighty
Power of Retargeting
#OptimizationMyths #WistiaCast

64. #OptimizationMyths #WistiaCast

65. #OptimizationMyths #WistiaCast

66. Launch Poll Questions

67. Q&A
Session

68. #OptimizationMyths #WistiaCast