session #2 landing page mastery and conversion …...training overview 1. why conversion rate...

Session#2LandingPageMasteryand

ConversionRateOptimization

Today’sTrainingWillHelpYou…

TrainingOverview

1. WhyConversionRateOptimization(CRO)/LandingPagesMatter

2. 6CostlyConversionMistakesAgenciesMake

3. 7ElementsofHighly-EffectiveLandingPages

4. 7-PointActionPlan

5,940ReasonsWhyCROMatters• 500clickstoyourlandingpageamonth($2/click)

• Convertingat3%=15leads($66lead)

• BoostConversionRateto6%=30leads($33lead)

• $495savingsamonthx12=$5,940/year(fromjustonepage!)

WhatisConversionRateOptimization(CRO)?

TheCompoundEffect

“Small,SmartChoices+Consistency+Time=RADICALDIFFERENCE”

- DarrenHardyTheCompoundEffect

TheEighthWonderoftheWorld“Compoundinterestistheeighthwonderoftheworld.Hewhounderstandsit,earnsit...hewhodoesn't...paysit.”

HarnesstheCompoundEffectOnlineImaginehowmanymoreleadsandhowmuchmoremoneyyoucouldbemakingifyougotseriousaboutmakingsmall,smartchoicesaboutconversions.

Part1:

The5DeadlyConversionMistakesAgenciesMake

“Theobstacleinthepathbecomesthepath.Neverforget,withinevery

obstacleisanopportunitytoimproveourcondition.”

―RyanHoliday,TheObstacleIstheWay:TheTimelessArtofTurningAdversitytoAdvantage

Mistake#1:NoStrategy.JustTactics.

• What’syourprocess?• Structuredapproach?• Partofyouragency’sDNA?• Canyouseethebigpicture?

“Ifyoucan’tdescribewhatyouaredoingasaprocess,youdon’tknowwhatyou’redoing.”

– W.EdwardsDeming

“Nooneis100timessmarterthaneveryoneelse.Sowhydocertain

superachieversgainlevelsofsuccesssomuchhigherthanothers?

Theyhaveabetterphilosophicalstrategy.”

- JayAbraham

StepstoDevelopingYourStrategy

1.Stateyourobjective.Couldbe…

“Togofrom3%to6%conversionratebyJanuary1”

2.Decidewhowillberesponsible.3.DocumentaCROprocess.4.Analyze.Plan.Execute.

1. FocusontheWildyImportant2. ActontheLeadMeasures*3. KeepaCompellingScorecard4. CreateaCadenceofAccountability

*CROleadmeasurescouldbe:• #ofsplittestsperformedamonth• 1CROmeetingamonth• 1newleadmagnetofferaquarter• Write25differentheadlines

“Ingrandstrategyyoulookbeyondthemoment,beyondyourimmediatebattlesandconcerns.Youconcentrateinsteadonwhatyouwanttoachieve downtheline.Controllingthetemptationtoreactto

eventsastheyhappen…Youthinkintermsnotofindividualbattlesbutofacampaign.”

- RobertGreene,The33StrategiesofWar

Mistake#2:SendingAllTraffictoHomePage

• Wasting$$$• Visitorsgetlost• Can’tmeasureresults• Sostopdoingthis!!

Mistake#3:OvercomplicatingCRO

• JustlikewithSEO,CROcanbeoverwhelming.• Butkeepitsimple!• Youdon’tneedtoknowitalltotakethe1st step.•Juststartapplyingwhatyoulearnhere.

Mistake#4:NotKnowingWhatToTest

• Headlines?• Buttons?• Images?• Forms?

Mistake#5:NotHavingtheRightTools

• GoogleAnalytics• HeatMaps• SplitTestingTools• MarketingROITools•LandingPageBuilders

YourCROToolbox

balsamiq.com

Mistake#6:TooManyOptions“PsychologistsSheenaIyengarandMarkLepperfoundfoundthatconsumerswere10timesmorelikelytopurchasejamon

displaywhenthenumber ofjamsavailablewasreducedfrom24to6.”Lesschoice,moresales. Morechoice,

fewersales.Weird,huh?

Source:http://digitalintelligencetoday.com/the-jam-study-strikes-back-when-less-choice-does-mean-more-sales/

6Mistakes(Recap)

1. NoStrategy.JustTactics.2. SendingAllTraffictoHomePage3. OvercomplicatingCRO4. NotKnowingWhatToTest5. NotHavingtheRightTools6. TooManyOptions

Part2:

7ElementsofHighly-EffectiveLandingPages

#1:CompellingHeadline

Aheadline’sonlyjob:Tostopyourvisitorfromleavingandcompelher

toreadthenextsentenceonyourpage.

Aheadlinedoesnothaveto:Sellormentionyourproduct.

#1:CompellingHeadline

GoodExample:Youcouldsavenearly$600

BadExample:AutoInsurance

#2:ABrain-DeadOffer

• Ifit’saquotepagewhatdotheystandtogain?• Ifit’saleadmagnetwhatother“bonuses”couldyougiveaway?• Thinkaboutwhatyourvisitorreallywants.Isitreallya“quote?”Isitreallya“freereport?”• Focusontheirdesire notyours.

TypesofOffers

• Quote• Video• FreeReport• Webinar• Audit/Analysis• Checklist• Survey/Study

#3:ReinforcetheScent

• LandingPageshouldmatchthead.• Avoid“baitandswitch.”• Deliveronthead’spromise.• Consistencyiscritical!

#4:PowerfulBodyCopy• Studycopywriting.• Read“BreakthroughAdvertising.”• Beconcise.• Usebulletpoints.• Useshortwordsandparagraphs.

#5:IntuitiveandSimpleDesign

•Friendlydesign•Easytonavigate•Mobile-friendly•Bigbuttons•Bigfont

Formofftotheside(notgood)

#6:UseSocialProof

• Testimonials• CustomerReviews• Ifyougotit,flauntit• TrustLogos

#7:EffectiveFormsandButtons

• Avoidtheword“Submit”• Lessfields,thebetter• Bigbuttons!• Buttoncolorshouldstandout• Tellthemwhathappenswhentheyclick

ElementsofanEffectivePage(Recap)

1. CompellingHeadline2. ABrain-DeadOffer3. ReinforcetheScent4. PowerfulBodyCopy5. IntuitiveandSimpleDesign6. UseSocialProof7. EffectiveFormsandButtons

CROActionPlan

1. VerifyGoogleAnalyticsIsInstalled2. InstallCrazyEgg3. DevelopaStrategyandProcessforCRO4. StartwithPagesYou’reSendingPaidTrafficTo5. AuditPagesAccordingtothe7BestPractices6. TestONEThingonatLeast3Pages7. GetAGoogleAnalyticsWebsiteAudit

What’sYourMostPopularPages?

BounceRate&ExitRate

BounceRate:the%ofpeoplewholandedonapageandimmediatelyleft.Bouncesarealwaysonepagesessions.ExitRate:Exitrateisthe%ofpeoplewholeftyoursitefromthatpage.Exitsmayhaveviewedmorethanonepageinasession.

High=Bad!

MobilevsDesktop

DeviceType

CROActionPlan

1. VerifyGoogleAnalyticsIsInstalled2. InstallCrazyEgg3. DevelopaStrategyandProcessforCRO4. StartwithPagesYou’reSendingPaidTrafficTo5. AuditPagesAccordingtothe7BestPractices6. TestONEThingonatLeast3Pages7. GetAGoogleAnalyticsWebsiteAudit

Insfunnels.com