Live Landing Page Reviews

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Point It is a Seattle-based search marketing firm with over 40 years of SEM experience. Frank Coyle presented on optimizing landing pages. He discussed the importance of compelling headlines, unique selling propositions, and clear calls-to-action. Coyle also provided a checklist for landing pages and emphasized continually monitoring and improving pages to maximize conversion rates.

Technologie Design

Live Landing Page Reviews

Frank Coyle
President, Point It

Dec 12, 2011

Presentation Agenda
About Point It

• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• PPC & SEO
• Conversion Optimization
• 40+ yrs of SEM experience
• Servicing clients across all
verticals and revenue models

Landing Pages Agenda
Presentation Agenda
1. Must haves
2. Case Study
3. Landing Page Checklist
4. Landing Page Critiques

LP Gurus
Presentation Agenda

Only Get it Right 67% of Time

You Only Have Agenda
Presentation 7 Seconds
1. They don’t know who you are
2. They don’t know what to expect
3. They have no reason to trust you

3 Basic Principles
Presentation Agenda
1. Compelling Headline
• Relevant to keyword
2. Give reason to do business with you
• Unique Selling Proposition/Key specifics
3. Clear direct eyepath to offer/call-to-action

Evolution of a Landing Page
Presentation Agenda
1. Your house is overflowing with stuff
2. You want to put your belongings in storage
3. You’re searching on terms like:
• personal storage, storage warehouse, etc.

Landing Page Checklist
Presentation Agenda
• “Above the fold”
• Eyeflow leads to target
• Eliminate navigation where possible
• Shrink the header graphic
• Buttons, see them from across the room
• Trust symbols, awards
• Conversion tracking
• Google Analytics Goals & Funnel

Presentation Agenda
A Landing Page is Your Most Expensive Salesperson

• Set it up for success
• Establish benchmarks and quotas
• Monitor results and performance
• Continually train and improve
• “Hire” lots of them!

Q&A

Frank Coyle, Point It
frankc@pointit.com

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Live Landing Page Reviews

1. Live Landing Page Reviews Frank Coyle President, Point It Dec 12, 2011

2. Presentation Agenda About Point It • Launched in April 2002 • Seattle’s largest independent search marketing firm • PPC & SEO • Conversion Optimization • 40+ yrs of SEM experience • Servicing clients across all verticals and revenue models

3. Landing Pages Agenda Presentation Agenda 1. Must haves 2. Case Study 3. Landing Page Checklist 4. Landing Page Critiques

4. LP Gurus Presentation Agenda Only Get it Right 67% of Time

5. You Only Have Agenda Presentation 7 Seconds 1. They don’t know who you are 2. They don’t know what to expect 3. They have no reason to trust you

6. 3 Basic Principles Presentation Agenda 1. Compelling Headline • Relevant to keyword 2. Give reason to do business with you • Unique Selling Proposition/Key specifics 3. Clear direct eyepath to offer/call-to-action

7. Evolution of a Landing Page Presentation Agenda 1. Your house is overflowing with stuff 2. You want to put your belongings in storage 3. You’re searching on terms like: • personal storage, storage warehouse, etc.

8. Presentation Agenda

10. Today Presentation Agenda

11. Landing Page Checklist Presentation Agenda • “Above the fold” • Eyeflow leads to target • Eliminate navigation where possible • Shrink the header graphic • Buttons, see them from across the room • Trust symbols, awards • Conversion tracking • Google Analytics Goals & Funnel

12. After Presentation Agenda

13. Landing Page Critiques

14. Presentation Agenda A Landing Page is Your Most Expensive Salesperson • Set it up for success • Establish benchmarks and quotas • Monitor results and performance • Continually train and improve • “Hire” lots of them!

15. Q&A Frank Coyle, Point It frankc@pointit.com