This presentation will show you 10 tried-and-tested ideas that are certain to help you boost your PPC conversion rate from ad to form submit. Key takeaways are: 1- Connecting the ad copy to the first 5 seconds of the landing page experience 2- Optimizing the flow of the page so that visitors naturally flow to the converting action 3- Adding trust seals that support, instead of distracting from, the primary goal

1. 10 A/B Tests You Must Try on Your PPC Landing Pages

2. Paras Chopra,
CEO and Founder, VWO
Paras Chopra is the founder and CEO of
Visual Website Optimizer, a market
leading A/B testing tool that is used by
3800+ customers across 90+ countries.
He’s a big believer in bootstrapping a
business, and taking market-led approach
to generating startup ideas.

3. Jake Baadsgaard
CEO and Founder,
Disruptive Advertising
Jacob is the Founder & CEO of Disruptive
Advertising, a Utah-based PPC agency
that uses PPC, CRO, and ROI focused
analytics to grow businesses. When Jacob’
s not working, you’ll find him hanging out
with his beautiful wife and three
daughters or on the river fly fishing.
Connect with him on Twitter or LinkedIn

4. Title Here...
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Headlines Matter
This is your landing page as seen in first 2 seconds
A/B Test #1 - Headlines
(Image Src: VWO Blog)

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6. Title Here...
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Convince before converting
Use gaze-flow to push convincing
content at the right places
A/B Test #2 - Positioning and Flow of Content
(Image Src: WebBazaar)

7. (Image Src: VWO Blog)

8. Appear trustworthy
You are not a fly-by-night operator
but your visitors don’t know that
A/B Test #3 Add Credibility with Trust-Building Elements
(Image Src: Crazy Egg)

9. (Image Src: VWO Blog)

10. Include Social Proof
Your visitors want to know ‘who else wants this
product’!
A/B Test #4 Testimonials, Statistics, Real Profiles
(Image Src: EConsultancy)

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12. Use Hero Shots
Nobody reads reams of text unless it’s an exam;
Your Landing Page is Not an Exam!
A/B Test #5 Product Screenshots, Images
(Image Src: Crazy Egg Blog)

13. (Image Src: VWO Blog)

14. A/B Test #6 – SKAG + DKI = Domination
Out-dated PPC strategies are
still used in 50% + of accounts
we audit

15. Control vs Variation
Using a SKAG approach with DKI
across 200+ accounts has
produced on average
• 38% increase in Quality Score
• 18% decrease CPC
• 67% increase in Conversion Rate

16. A/B Test #7 – GEO Specific content for service
industries with DKI

17. When using GEO city/state in the
content of landing pages for B2C service
related industries we’ve seen an
average improvement to conversion
rate of 19%
Control page doesn’t have GEO
mentioned in the text content or
imagery
Variant page shows text and image
specific to the city/state

18. A/B Test #8 – Chat or no Chat?
Does a chat feature help or
distract on your landing
pages?

19. It’s all about the question and timing of the chat
On average across 60 test cases we’ve found that
having a 1 minute delayed and targeted question on
chat increased conversion rates by 31%

20. A/B Test #9 – Phone Numbers
75% + of applicable accounts we
audit or onboard do not track
phone calls!

21. Across 100 + accounts where we have
tested dynamic call tracking we have
found the following results:
- 27% data accuracy improvement for
CPL measurement
- 50% change testing strategy
- 18% improvement to aggregate form +
Lead conversion rate

22. A/B Test #10 – Quality vs Quantity
Using profits rather than conversion rate and cost per lead to determine test winners

23. Computer Support Company increases
revenue by 14X while reducing cost per
lead by 38%
Cost Per Lead
Revenue

24. Thank You!
Please Talk to Us:
Paras Chopra
@paraschopra
Jake Baadsgaard
@jakebaadsgaard