Archive for the 'Landing Page Testing' Category

The Conversion Funnel consists of 3 parts. Keywords can be segmented into these three segments:
1) Awareness
2) Consideration
3) Purchase
* See graphical representation of the conversion funnel below post.

Keyword Segments:

1) Awareness:
Keywords are broad. Medium priced CPC’s, and high impressions.
Low amount of terms.
Consumer intention is to find information about product category, options, decision criteria.
Search volume is high.
Search competition is medium.
Conversion rate is low.

2) Consideration:
Keywords are targeted. Higher priced CPC’s, and medium impressions.
Medium amount of terms.
Consumer has filtered list of purchase criteria. Consumer intention is to track and compare purchase criteria.
Search volume is Medium.
Search competition is High.
Conversion rate is Medium.

3) Purchase:
Keywords are highly targeted. Low priced CPC’s, and Low impressions.
Large amount of terms.
Consumer is committed to purchase and ready to buy.
Search volume is Low.
Search competition is Low.
Conversion rate is High.

Keyword Strategy:
To increase conversions create Dynamic Landing Pages based on Search Terms.

Additional Sources:
The eCommerce Conversion Funnel, Part One.
Four Funnel ratios.
Landing Page conversion.
People enter and exit the funnel at multiple points.

You might want to consider creating a Landing Path if you are using dynamic landing pages based on the Search term.

Before building a landing path, you’ll need to use Web Analytics to analyze the clickpaths from the visitors that come to your website from specific keyword searches. Then, build a customized landing page based on their collective behavior patterns. Use specific keywords, and custom navigation to provide a better user experience. Each subsequent page can be customized just for them as they travel down the conversion funnel. To quote Igor, this is called “targeted serving“. Give them exactly what they’re looking for.

I haven’t tried this, but IMHO, using Landing Paths will increase relevancy, improve quality score, improve the user experience, and increase conversions and/or brand engagement.

What converts better? A Category page or a product page? It really depends on the ad. If you mention a particular product, then ideally the visitor should land on that product page. But, a lot of advertisers prefer category level pages because they offer a happy medium between the homepage and the product page. For example, if a searcher is looking for 35mm minolta cameras, the category page could be the right choice. If your site doesn’t have a category level page, then maybe you could direct visitors to a site search results page.

Some marketers believe that you need to minimize the amount of clicks or products on the landing page to increase conversion rates. But that might not be the case. Especially, if your brand or site are strong, the visitor might just buy something in addition, or other than what they came for in the first place if you allow them to click around.

Make sure your ad, destination url, and tracking code are pointing to the correct landing page. And don’t forget to make sure the keywords from the search term are on your landing page. Some sites even run a script that highlight the searched keywords so they stand out on the page.

Some Don’ts:
1) Don’t stuff the landing page with information, or with multiple conversion choices. Multiple conversion points are okay, but not multiple conversion choices.
2) Don’t assume the best landing page is the homepage.
3) Don’t assume that the best landing page is the Contact Us form. Especially if you’re in the lead generation business. Give at least a few paragraphs of information to provide the visitor with a reason to fill out the form. Try a hybrid contact page that contains a few paragraphs of content (with the Keywords).
4) Don’t assume that brief copy is the best copy. An extra paragraph with compelling words might be all it takes for the conversion.

After several landing page tests you will not only increase your conversion rates, but you should gain a better understanding of your visitors.

You can tune your landing pages to convert better by testing your landing pages. Landing page testing will enable you to measure trackable actions like a purchase, download, email subscription, form fill, etc. And, increase your ROI.

That means you’ll need to “fine-tune� some page elements. The “tuneable� page elements can be: Headline, Page layout, navigation, images, color scheme, etc.

How do you tune?

1) A/B testing allows you to test two landing pages against each other in real-time. It is important to only change one thing between the two versions.

2) Multivariate testing, also known as Taguchi Multivariate Testing, goes far beyond A/B Testing. In one Multivariate test, you’ll be able to test many variables at the same time, and learn what changes have the most impact. But don’t stop there, Multivariate testing also quantifies how much impact each change has had. It’s like running the equivalent of thousands of split tests simultaneously. You could potentially increase sales conversions by 300%-500%.

Important note: For any type of Landing Page testing it is also important to make sure you get enough traffic for accurate test results. And, make sure that equal amount of traffic gets to both landing pages.

Another benefit is that you can identify which of your landing pages converts best from each referrer (search engine).

Landing Page testing works, and the methods are proven.

I recommend one of these 3 companies that specialize in Landing Page Testing:
SiteTuners
Offermatica
Vertster