Monday, October 13, 2008

Landing Page Optimization: Mini Case Study

It's Canadian Thanksgiving up here today and I'm all about giving back. I'm always looking to help out marketers with their landing pages ever since I went to the Marketing Experiments Landing Page Workshop earlier this year (yes, it was in Florida and no, I didn't just go to the beach!). From time to time, I check out MarketingProf's Know How Exchange where people post their marketing questions and I try and help out.

The following was posted on MarketingProfs:

Landing Page Critique For Agency's Ppc CampaignPremium Member
Posted By: melissa on 10/10/2008 5:23 PM (CST) 125 Points
We are running a PPC campaign for a full-service marketing agency, and trying to decide on the best landing page for the promotion. The conversion goal is for prospective clients to call or complete the short contact form.

The pay-per-click categories/keywords are for: marketing agency, advertising, copywriting, design, branding, etc. Lead results so far have been pretty good, but conversions are terrible (we have not used any of these landing page designs yet). It's possible that we are not attracting the right audience, however it may be another reason.

We have developed 3 different variations for the landing page - please review these links (refer to each as 1, 2, or 3) and let me know what you think?

Thank you,

1 --

2 --

3 --

Here is my response (I admit I'm not modest and don't pull any punches). The picture above is the first example that is provided:

Let me preface this as I've been certified by Marketing Experiments in landing page creation. Out of the three, I liked the design of the first landing page but truthfully, I don't see your conversion rates increasing. Here's why:

a. What is compelling the web visitor to respond? What's in it for me? All I hear about is your company. I don't feel you've touched on any pain points of my company. This page seems way too broad. Create a title that is compelling and really hits on the keyword that someone typed in that led to them landing on this page.
b. The offer is the same old same old. Above someone mentions a case study. You'll have readers that do not want someone calling them right away. I would recommend starting the "conversation" with a simple download that hits on a pain point of the marketer as the call to action and not the "free discussion". Send them a follow up email with another call to action and see if they are interested. This will definitely increase your conversions.
c. This is petty but the letter looks like a 5 year old designed it. I'm not talking about the copy but rather the design. The letters are all sloped. This can be improved. (Actually, as I read this again, the copy is really hokey)
d. This is also petty but there is no submit button on the form!! You need something compelling such as "I want my free consultation" or "Have George call me".
e. Add a privacy agreement. This reduces the anxiety of the web visitor.
f. It's a best practice to remove the site navigation so keep the page as is. I disagree with a few of the folks above. Don't confuse the web visitor with additional information.

Good luck!!
I hope you found this helpful and feel free to send your landing pages my way and I'll try and review them (also feel free to go to the MarketingProfs forum and criticize my feedback or post a comment right here!).

Chad H.

PS: This case study on B2B online backs up my recommendations above.

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