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WAYSTOIMPROVEYOURLANDING PAGESTODAYPhoto Credit:Thomas Lieser 200971

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1) USESMELL-O-VISION2@jeffalytics

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3@jeffalytics“Humans track information ina similar fashion to the wayanimals follow a scent”http://bit.ly/11mNZBTBryan Eisenberg

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Make sure your ads have a scent trail@jeffalytics 4

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Make sure your ads have a scent trail@jeffalytics 5

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Make sure your ads have a scent trail@jeffalytics 6

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Make sure your ads have a scent trailWhere is theScent???@jeffalytics 7

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eBay Learned the HardWay@jeffalytics 8http://bit.ly/13M93owhttp://bit.ly/197Hps0

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eBay Learned the HardWay@jeffalytics 9http://bit.ly/13M93owhttp://bit.ly/197Hps0

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eBay Learned the HardWay@jeffalytics 10http://bit.ly/13M93owhttp://bit.ly/197Hps0

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11Be Careful with Dynamic Keyword Insertion@jeffalyticsImproves your QualityScore when You SeeIncreased CTRIncreases your keywordcoverage for PPCaccountsYou may not always beable to create new landingpagesLanding Pages Often LoseScent TrailUser may becomealienated by irrelevantlanding pageDoesn’t often result inincremental conversionsAdvantages of Dynamic Keywords Disadvantages of Dynamic Keywords

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2)THELONG ANDSHORT OFIT12@jeffalytics

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13“The higher the scrutiny level –the more information is needed toget the conversion”http://bit.ly/14mziEbMichael Lykke Aagaard@jeffalytics

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14@jeffalytics“The higher thescrutiny level – themore information isneeded to get theconversion, and thelonger the landing pageshould be.”Long vs. Short Form Copyhttp://bit.ly/14mziEb

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Longer Pages work with More Expensive Purchases@jeffalytics 15http://bit.ly/14mziEb

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Also Pay Attention to Form Fields@jeffalytics 16http://bit.ly/16QV9Y0

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Single Landing Page or Microsite?@jeffalytics 17Use a Landing Page When:You have specific calls-to-action… and there is aspecific action path forvisitors.http://bit.ly/11y9ggi

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Single Landing Page or Microsite?@jeffalytics 18Use a Microsite When:• You have a complexproduct or service toexplain• Microsites can appeal tomultiple personas andsupport multiple calls toaction.http://bit.ly/11y9ggi

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3) CALL ME,MAYBE?19@jeffalytics

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20“Up to 70% of all advertising-generated conversions occurover the phone”Marchex Internal Case Study@jeffalytics

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“Use local phone numbers when you wantto appear local…”21The Case for Local Phone Numbers@jeffalytics

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“…UseToll Free Numbers to appeal to anational audience.”22The Case forToll Free Numbers@jeffalyticshttp://bit.ly/17wdJUX

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CallTrackingNot all customers enjoy filling outlead forms. In fact, a study foundthat:“Inbound phone calls are 10-15times more likely to convert thanan inbound web lead”http://bit.ly/14mTlCt@jeffalytics 23

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MobileVisitors? Implement Click to Call@jeffalytics 24http://bit.ly/198eCDChttp://bit.ly/ZXA0bv

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4) KNOWYOURSURROUNDINGS25@jeffalytics

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26“[GeoIP] is a gold mine forpersonalizing content toconvert!”Angie Schottmuller@jeffalytics

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Personalize headingsUse local “voice” or slangInclude maps near user’s locationPre-populate location fields on webformsShow locations near user27Tips for Enhanced Location Awareness@jeffalyticshttp://bit.ly/ZXA0bvhttp://bit.ly/15IWrQi

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28Test the Use of Local Maps onYour Landing Pages@jeffalytics

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29Test the Use of Local Maps onYour Landing Pages@jeffalyticsWhich do you betterassociate with -Address or Map?

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5) BUILDCUSTOMERTRUST30@jeffalytics

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31“Give the user an impression thatthey are doing business with agenuine, secure & ethical company.”CueBlocks.com@jeffalytics

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“Show website visitors that your e-commercesite can be trusted and thatYOU can be trustedwith their personal information.”32CompanyTrust@jeffalyticshttp://bit.ly/198fZCh http://mz.cm/13MyJkT

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Beware:Trust Symbols Don’t Always IncreaseConversion Rate@jeffalytics 33http://bit.ly/11ermEt

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“Tell me, when you’re off to buysomething…don’t you first stop to read whatother customers think about that product orwhat their experiences are with it? “34Testimonials@jeffalyticshttp://bit.ly/115Wm5Y

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Remember: Fake Reviews are Illegal@jeffalytics 35http://nyti.ms/178xDGb http://bit.ly/1abq28F

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6) GIVE DIRECTIONS36@jeffalytics

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37“As directional cues, arrows are about assubtle as a punch in the face – which iswhy they work so well.”http://bit.ly/15IXKieUnbounce@jeffalytics

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38Photos Can Set Up Web Forms@jeffalyticshttp://bit.ly/12tJn2Z

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39Look Path Matters@jeffalytics

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7) MAKE ITWORTHIT40@jeffalytics

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41“I refuse to give you my personalinformation unless you give mesomething worthwhile”Everyone@jeffalytics

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“If your offer has no relevance to yourtarget’s persona, you won’t be attractingthe right customers anytime soon.”42Offers@jeffalyticshttp://bit.ly/16RgKzN

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Psychology Behind Pricing@jeffalytics 43http://bit.ly/12LkmSmComparative Pricing Not AlwaysOptimalSell Time Over moneyUnderstand “Useless” price PointsThe Number 9 is PowerfulContext is Important

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44BONUSTIP: DON’T FORGETTOTEST@jeffalytics

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45“Assumptions Kill Conversion andBest Practices Make Chris GowardAngry ”@JeffalyticsJeff Sauer@jeffalytics

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That being said…@jeffalytics 46

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That being said…@jeffalytics 47

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That being said…@jeffalytics 48

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Thanks!Jeff SauerVice PresidentThree Deep Marketing+1 651-789-7706jsauer@threedeepmarketing.com49@jeffalyticsAll Links available atbit.ly/jsauerSESTO