Are you struggling to figure out why your landing page is not converting? Are there things you think you could be doing better but you're just not sure? PPC Heroes and their allies are here to help! In the recording, Hanapin Marketing's Associate Director of Paid Search and resident CRO expert, Sam Owen, and WiderFunnel's Founder and CRO expert, Chris Goward, host a live landing page audit. Throughout the webinar, the experts went through a number of submitted landing pages and pointed out their strengths, opportunities, and suggested solutions. You'll expert-level ppc tips like: *Best practices for landing pages *Tips and tricks on how to make sure your landing page is optimized for conversions *Examples of good and not-so-good features on a landing page

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HOSTED BY:
How to Recover from the
Holidays Faster Than Your
Competition
HOSTED BY:
Live Landing Page Audit

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Presenters
• Chris Goward
– Founder of WiderFunnel
– Hero Conf Conversion
Summit Speaker
– @chrisgoward
• Sam Owen
– Associate Director of Paid Search at
Hanapin Marketing
– Hero Conf Conversion Summit Speaker
– @SamOwenPPC

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Join the conversation
• Include the hashtag #thinkppc in your Twitter tweets.
• Or use the webinar question box to send us questions.

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Live Poll Question #1
How long have you been in PPC/CRO?
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A. Less than 1 year
B. 1-3 years
C. 3-5 years
D. 5+ years

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Live Poll Question #2
How do you manage your landing pages?
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a) I don’t currently test landing pages/I just use my homepage.
b) I design and test them myself.
c) I use third party software to run landing page tests.
d) I use an agency to manage them.
e) I’m reconsidering how I manage landing pages.

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A Great Landing Page
What We’re Looking For:
• Attention Grabbing
• Consistency
• Strong Call To Action
• Clear Language
• Trust, Proof and Credibility
• Your Value Proposition
• Impressive Visuals

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Campaign Alignment
Keyword > Ad > Landing Page
Don’t make customers have to think!

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Campaign – Landing Page Alignment
Let’s do a search…

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Campaign – Landing Page Alignment

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Campaign – Landing Page Alignment

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Campaign – Landing Page Alignment
Not about 65” TVs!

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Campaign – Landing Page Alignment
Keyword > Ad > Landing Page
Don’t make customers have to think!

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Conversion Optimization
Frameworks

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“The most serious mistakes are not
being made as a result of wrong answers.
The truly dangerous thing is
asking the wrong question.”
—Peter Drucker

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SMART MARKETERS USE
FRAMEWORK THINKING
Smart Marketers
use Framework Thinking

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FunEx
Opportunities 1.1 Cluster
1.2 Isolation
1.3 Isolation
LIFT
Page 1
FunEx
2.1 Isolation
2.2
Isolation
2.3 Cluster
LIFT
Page 2
FunEx
3.1
Isolation
3.2
Isolation
LIFTPage 3
FunEx
4.1 Isolation
4.2 Cluster
4.3 Isolation
LIFT
Page 4
Insight
Flow
Page 5, etc.
Agile Optimization System
Kaizen Plan
Web Analytics
Heuristic Analysis
Voice of Customer
In-Page Analytics
Redesign Plan
Phase 1 - Conversion Optimization Strategy Phase 2 - LIFT™ and Testing
Discovery

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SOLVE CONVERSION BARRIERS
Don’t chase after tactics
Solve Conversion Barriers

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The LIFT Model™
(Note: For more, google “WiderFunnel Lift”)
Relevance
Clarity
Anxiety
Distraction
Urgency

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Clarity: No hover treatment of the CTA buttons
Clarity: “Ready to get started” not clickable
connected to CTA
Clarity: Image alignment confuses eyeflow
Distraction: Treatment & copy of top banner is
disjointed and complex
Clarity: ‘browse course catalog’ CTA is competing
with primary CTA
Distraction: Content written as plain factual, not
emotive or persuasive
Clarity: The value proposition is hidden in summary
block
Distraction: Links to State Req courses take prospect off
the page
Distraction: Long course list on right column

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Competing CTAs
Clicks on non-clickable area
Clicks dispersed
over course lists
No interest in body
content area!
Click Heatmap Analysis

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15.7%
Conversion Rate Lift

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Beautiful, focused eyeflow!
Click Heatmap Analysis for Winning Page

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Live Audit Time!

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Special Offers!
What interests you?
o I would like a 10% off discount code for Hero Conf
Conversion Summit
o I would like a FREE Solutions Blueprint from Hanapin
Marketing. (For accounts with $20K+/mo in adspend).
o Both
o Neither

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Have more questions?
Thank you for attending our webinar! #thinkppc
• Get a free Solutions Blueprint from Hanapin Marketing
(for accounts greater than $20K/mo in adspend):
http://www.hanapinmarketing.com/solutions-blueprint-sign-up
• Or Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com