This document summarizes a webinar about improving landing page conversions. It identifies five common landing page conversion killers: 1) inconsistency between search terms and landing pages, 2) complicated forms, 3) lack of clear calls to action, 4) lack of credibility signals, and 5) failure to test page elements. For each issue, it provides examples and recommendations, such as keeping forms short, adding testimonials, and testing page elements like buttons and headlines. The webinar emphasizes testing elements to optimize conversions and using analytics to measure performance.

1. 5 PPC Landing Page Conversion Killers
Strategies for staying one step ahead of the rest
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2. Housekeeping Items
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3. Housekeeping Items
 Are the slides available?
 Yes! Please email ppc@webmarketing123.com
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4. Housekeeping Items
 Are the slides available?
 Yes! Please email ppc@webmarketing123.com
 We want to hear from you!
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 facebook.com/webmarketing123
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5. Housekeeping Items
 Are the slides available?
 Yes! Please email ppc@webmarketing123.com
 We want to hear from you!
 @webmarketing123
 #wm123
 facebook.com/webmarketing123
 Want to learn more?
 Contact us for a free site analysis. Details at end of
webinar.
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6. Webinar Agenda: 5 Landing Page
Conversion Killers
Inconsistency from Search to Site
1 Make sure all landing pages instantly reflect the relevant search term
Complicated, Long Forms
2 Simplify your forms for more effective for lead gen
No Call to Action
3 Make your call-to-action buttons stand out to your audience
Lack of Credibility and Security Signals
4 Enhance your prospective customer’s experience with existing customer praise
Failure to Execute A/B Testing and Data Analysis
5 Test page titles, headlines, buttons to see what generates most conversions
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@bradleywjoe

7. Webinar Agenda: 5 Landing Page
Conversion Killers
Inconsistency from Search to Site
1 Make sure all landing pages instantly reflect the relevant search term
Complicated, Long Forms
2 Simplify your forms for more effective for lead gen
No Call to Action
3 Make your call-to-action buttons stand out to your audience
Lack of Credibility and Security Signals
4 Enhance your prospective customer’s experience with existing customer praise
Failure to Execute A/B Testing and Data Analysis
5 Test page titles, headlines, buttons to see what generates most conversions
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8. 1 Be Consistent From Search to Site
Your site should match a visitor’s expectations based on their initial
search query
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9. 1 Be Consistent From Search to Site
Your site should match a visitor’s expectations based on their initial
search query
1. Keyword Search
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10. 1 Be Consistent From Search to Site
Your site should match a visitor’s expectations based on their initial
search query
1. Keyword Search
2. Ad copy
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11. 1 Be Consistent From Search to Site
Your site should match a visitor’s expectations based on their initial
search query
1. Keyword Search
2. Ad copy
3. Landing Page
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12. 1 Landing Page Best Practices
Your site should match a visitor’s expectations based on their initial
search query
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13. 1 Landing Page Best Practices
Your site should match a visitor’s expectations based on their initial
search query
• Drive a single call-to-action
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14. 1 Landing Page Best Practices
Your site should match a visitor’s expectations based on their initial
search query
• Drive a single call-to-action
• Simplify navigation
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15. 1 Landing Page Best Practices
Your site should match a visitor’s expectations based on their initial
search query
• Drive a single call-to-action
• Simplify navigation
• Include a clear offer or incentive
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16. 1 Landing Page Best Practices
Your site should match a visitor’s expectations based on their initial
search query
• Drive a single call-to-action
• Simplify navigation
• Include a clear offer or incentive
• Engage eye contact with graphics
and color
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17. Webinar Agenda: 5 Landing Page
Conversion Killers
Inconsistency from Search to Site
1 Make sure all landing pages instantly reflect the relevant search term
Complicated, Long Forms
2 Simplify your forms for more effective for lead gen
No Call to Action
3 Make your call-to-action buttons stand out to your audience
Lack of Credibility and Security Signals
4 Enhance your prospective customer’s experience with existing customer praise
Failure to Execute A/B Testing and Data Analysis
5 Test page titles, headlines, buttons to see what generates most conversions
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18. 2 Form Fill Outs
Shorter forms are best; really consider which information is critical
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19. 2 Form Fill Outs
Shorter forms are best; really consider which information is critical
Form is
minimal
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20. 2 Form Fill Outs
Shorter forms are best; really consider which information is critical
Automatic cursor
placement
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21. 2 Form Fill Outs
Shorter forms are best; really consider which information is critical
Trust signals
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22. 2 Form Fill Outs
Shorter forms are best; really consider which information is critical
Reassurance
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23. 2 Form Fill Outs
Shorter forms are best; really consider which information is critical
Clear wording on
submission button
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24. 2 Form Fill Outs
Interstitial, or “pop up,” form example
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25. Webinar Agenda: 5 Landing Page
Conversion Killers
Inconsistency from Search to Site
1 Make sure all landing pages instantly reflect the relevant search term
Complicated, Long Forms
2 Simplify your forms for more effective for lead gen
No Call to Action
3 Make your call-to-action buttons stand out to your audience
Lack of Credibility and Security Signals
4 Enhance your prospective customer’s experience with existing customer praise
Failure to Execute A/B Testing and Data Analysis
5 Test page titles, headlines, buttons to see what generates most conversions
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26. 3 Promote Simply
Improve your user experience
Is Your Call to Action Obvious?
Clearly announce what you want users to do
Are there many competing objectives?
Is Your Value Proposition Clearly Stated?
What differentiates you from your competitors?
What inspires visitors to take the next step?
Has your Primary Objective established Visual Priority?
Is the size of elements relative to importance?
Have you considered visitor’s logical eye path?
Have you optimized your lead forms?
Is all information absolutely necessary?
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27. 3 Content Writing
Content is King – Create compelling, impressionable content
• Best Practices
• Write for humans
• Proofread
• Grammar
• Tone of voice / natural writing style
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28. 3 Content Writing
Content is King – Create compelling, impressionable content
• Best Practices
• Write for humans
• Proofread
• Grammar
• Tone of voice / natural writing style
• Avoid Doing These
• Try to trick search engines with manipulative tactics
• Have website based entirely in Flash
• Overusing your keywords: Read it out loud!
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29. 3 Eye Capture
Encourage eye contact through a hero image subject
Courtesy of: http://usableworld.com.au/2009/03/16/you-look-where-they-look/
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30. 3 Eye Capture
Encourage eye contact through a hero image subject
Courtesy of: http://usableworld.com.au/2009/03/16/you-look-where-they-look/
Tip: Make your subject look at your ad creative if you want
people to look at it too
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31. 3 Eye Capture
Encourage eye contact through a hero image subject
Courtesy of the Internet
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32. 3 Eye Capture
Encourage eye contact through a hero image subject
Courtesy of the Internet
Subjects are glancing towards
the call-to-action
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33. Webinar Agenda: 5 Landing Page
Conversion Killers
Inconsistency from Search to Site
1 Make sure all landing pages instantly reflect the relevant search term
Complicated, Long Forms
2 Simplify your forms for more effective for lead gen
No Call to Action
3 Make your call-to-action buttons stand out to your audience
Lack of Credibility and Security Signals
4 Enhance your prospective customer’s experience with existing customer praise
Failure to Execute A/B Testing and Data Analysis
5 Test page titles, headlines, buttons to see what generates most conversions
#wm123
@bradleywjoe

34. 4 Customer Testimonials
People are more likely to spend more time on your page if they see
elements of current customer satisfaction
Courtesy of the Internet
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35. 4 Customer Testimonials
People are more likely to spend more time on your page if they see
elements of current customer satisfaction
Courtesy of the Internet
Tip: Optimal placement is at the top of your landing page or in a sidebar
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36. 4 Point-of-Assurance
Demonstrate your security so customers take notice and feel
comfortable purchasing from your site
Courtesy of the Internet
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37. 4 Point-of-Assurance
Demonstrate your security so customers take notice and feel
comfortable purchasing from your site
Courtesy of the Internet
These logos strengthen the sense of consumer trust and
increase conversion rates
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38. 4 Point-of-Assurance
Connect your call-to-action with your point-of-assurance
• McAfee connects their point-of-assurance with specials offers
in a clear call-to-action pathway
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39. 4 Point-of-Assurance
Connect your call-to-action with your point-of-assurance
• McAfee connects their point-of-assurance with specials offers
in a clear call-to-action pathway
Point-of-Assurance
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40. 4 Point-of-Assurance
Connect your call-to-action with your point-of-assurance
• McAfee connects their point-of-assurance with specials offers
in a clear call-to-action pathway
Purchase call-to-action button
Point-of-Assurance next to point-of-assurance
messaging
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41. Webinar Agenda: 5 Landing Page
Conversion Killers
Inconsistency from Search to Site
1 Make sure all landing pages instantly reflect the relevant search term
Complicated, Long Forms
2 Simplify your forms for more effective for lead gen
No Call to Action
3 Make your call-to-action buttons stand out to your audience
Lack of Credibility and Security Signals
4 Enhance your prospective customer’s experience with existing customer praise
Failure to Execute A/B Testing and Data Analysis
5 Test page titles, headlines, buttons to see what generates most conversions
#wm123
@bradleywjoe

42. 5 What Should I Test
Common page elements that help drive increased conversion
• Conversion Buttons
• Location
• Color
• Call to Action Sign Up Now!
• Form Fields Free Newsletter
• Is all information necessary?
• Submit Button Call to Action
Click For Your
Free Download
• Headings
• Does it provide value? Get a Free Trial
• Page Content Contact For a
• Does it support your goal? Free Consultation
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43. 5 A/B Testing
Usability testing removes guess work and replaces with actual visitor
conversion data
What Conversion Optimization Does:
• Determines what will convert at the highest rate
• Predicts with 95% confidence that winner will increase conversion rate
Courtesy of Hubspot
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44. 5 Analytics Tracking
Measure and visualize your conversion funnels
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45. 5 Analytics Tracking
Analyze goal paths and completion rates
• Traffic sources • Page visit duration
• Landing page visits • New visits
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46. Key Takeaways
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47. Key Takeaways
• Maintain consistency between your ad copy and landing page
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48. Key Takeaways
• Maintain consistency between your ad copy and landing page
• Keep it simple when designing navigation, page architecture, and forms
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49. Key Takeaways
• Maintain consistency between your ad copy and landing page
• Keep it simple when designing navigation, page architecture, and forms
• Present only clear, to-the-point incentives to your customers
#wm123
@bradleywjoe

50. Key Takeaways
• Maintain consistency between your ad copy and landing page
• Keep it simple when designing navigation, page architecture, and forms
• Present only clear, to-the-point incentives to your customers
• Add testimonials and point-of-assurance logos to strengthen your credibility
#wm123
@bradleywjoe

51. Key Takeaways
• Maintain consistency between your ad copy and landing page
• Keep it simple when designing navigation, page architecture, and forms
• Present only clear, to-the-point incentives to your customers
• Add testimonials and point-of-assurance logos to strengthen your credibility
• Experiment with A/B testing to optimize and increase conversion activity
#wm123
@bradleywjoe

52. Thank You!

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