Conversion Rates Posts from the Internet Marketing Blog

The Clueless Marketer's Guide to Building a Landing Page from Scratch

We talk about optimizing landing pages a lot here at WordStream, but how do you go about building a landing page in the first place? You need something to optimize before you can start optimizing! There are many ways to go about building a landing page, from rolling your sleeves up and diving into coding one with HTML, CSS and JavaScript to using web services that allow you to customize landing page templates.

In today’s post, you’ll learn how to build landing pages from the ground up and see which option is right for you. By the end of this post, you’ll be ready to start building a landing page that will drive conversions. Unless it looks like the one above, in which case you’ll probably want to rethink your life choices.Building a Landing Page the ‘Hard’ WayBefore we dive into... > Read more

April 21, 2014     |   Written by: Dan Shewan   |   Posted In: Conversion Rates   |   Comments: 10

3 A/B Tests That Surprised the Heck Out of Us (See You at the Opties!)

A/B tests are a vital part of WordStream’s marketing efforts. Seriously, we split test everything: banner ads, registration forms, landing pages – you name it. My colleagues keep telling me that buying two different burritos for lunch then tweeting about which one I like best doesn’t count as “real” A/B testing, but I beg to differ.

One of the tools we use for A/B tests is Optimizely, a comprehensive solution that allows us to conduct tests quickly and easily. It’s awesome when we find tools that help us understand our audience more effectively, but it’s even more awesome when the people behind those tools recognize us for how we use their software. That’s precisely what happened recently when Optimizely told us that WordStream is a finalist in the inaugural Opties 2014 awar... > Read more

March 27, 2014     |   Written by: Dan Shewan   |   Posted In: Conversion Rates   |   Comments: 0

Everything You Know About Conversion Rate Optimization Is Wrong

Conversion is a key element in your paid search strategy; after all, if you're not actually turning lookers into buyers at a high rate, what are you advertising for? Conversion rate optimization enables you to maximize every cent of your PPC spend by finding that sweet spot that convinces the maximum percentage of your prospects to take action.

But what is a good conversion rate? If you're already achieving 3%, 5% or even 10% conversion rates, is that as high as you're going to go?We recently analyzed thousands of AdWords accounts with a combined $3 billion in annual spend and discovered that some advertisers are converting at rates two or three times the average. Do you want to be average, or do you want your account to perform exponentially better than others in your industry?Through our ... > Read more

March 17, 2014     |   Written by: Larry Kim   |   Posted In: Conversion Rates   |   Comments: 8

Are You Following Landing Page Best Practices? Take This Quiz to Find Out

Even if your PPC ads are racking up lots of clicks, you could still be missing out on potential conversions if you’re not following landing page best practices.Getting your landing pages right is much trickier than optimizing your text ads, which are confined to a very limited amount of space. The possibilities on a landing page, on the other hand, are essentially limitless.

Often you’re starting from scratch and have no idea what to include on the page or where to include it. The open-ended nature of the landing page can be both a blessing and a curse – it provides you with more chances to persuade your visitors to take action, but getting the details right can be difficult, even for experienced marketers.To complicate matters, strategies that work for some businesses may not work f... > Read more

March 11, 2014     |   Written by: Dan Shewan   |   Posted In: Conversion Rates   |   Comments: 1

How to Build the Perfect Mobile Landing Page

If desktop landing pages are the equivalent of a job interview, mobile landing pages are like elevator pitches on steroids – you have mere seconds for your page to load, grab your users’ attention and persuade them to act. Building the perfect mobile landing page is no easy task, and unless you have a strong mobile strategy in place before you start, you could be missing out on invaluable opportunities for greater conversions.

Ignore Mobile Landing Pages at Your PerilYou already know that you can’t ignore mobile, but in case you need a few choice statistics to drop on the naysayers at your next meeting, these should spur them into action:• According to the Monetate Ecommerce Quarterly EQ4 2013 report, one in every three visits to leading ecommerce websites came from either a tablet ... > Read more

March 10, 2014     |   Written by: Dan Shewan   |   Posted In: Conversion Rates   |   Comments: 2

Landing Page Examples: Learning from the Best & Worst Landing Pages on the Web

With the release of WordStream’s new landing page grader tool, we can’t get landing pages out of our heads! Surfing the wondrous web, landing pages are everywhere – both good and bad. We’re taking today to show some real-world landing page examples, so get ready for some breathtaking brilliance and miserable monstrosities.

Before we get started, it’s important to remember that landing pages aren’t just about the page itself. Process comes into play as well – what did visitors click to be brought to your landing page? If it was an ad, what did the ad say? If it was a newsletter blast, what links did they click? The “landing” process and movement through the funnel is just as important as the physical page design.In the spirit of competitive analysis, I spent some time Googl... > Read more

March 05, 2014     |   Written by: Megan Marrs   |   Posted In: Conversion Rates   |   Comments: 19

Want to Increase Your Conversion Rates? Here's How to Triple Them

We recently held a massively popular webinar packed with techniques guaranteed to triple your AdWords click-through rates, and we got a lot of people asking for help with the next logical step: boosting conversions. Once you've earned the click and have a visitor on your site, how do you most effectively convince them to sign up for your offer or purchase your product? Raising CTR’s is great, but raising conversions is even better.

Our next free webinar (THIS THURSDAY, March 6) will teach you just that: amazing – yet perfectly achievable – strategies to increase your conversion rates by three times or more. In Unbelievable Discoveries to 3x Your Conversion Rates, we're going to dive deep into tactics and features of the best converting campaigns in the market, with a replicable proces... > Read more

March 03, 2014     |   Written by: Larry Kim   |   Posted In: Conversion Rates   |   Comments: 5

A/B Testing Best Practices Can Save You Time, Money and Effort – Here's How

Everybody* knows that A/B testing best practices can help you run faster, jump higher and increase conversions. When it comes to providing users with an engaging and rewarding online experience, good A/B tests are a more effective treatment for embarrassing landing pages than topical ointment. However, approaches to designing multivariate tests that provide accurate and representative results can be uncertain at best and outright divisive at worst.

A/B testing is an invaluable tool for landing page optimization when implemented correctly. To minimize wasting time, money and effort on changes that will yield little to no benefit – or even make things worse – take the following points into consideration during your next project.* Not everybody knows this Prove ItBefore you casually a... > Read more

February 26, 2014     |   Written by: Dan Shewan   |   Posted In: Conversion Rates   |   Comments: 19

7 Ways to Spruce Up Your Landing Pages for the Holidays

In my last post on ad text improvements for the holidays, I mentioned that your PPC landing pages are a critical component you need to tweak for the holiday season.It stands to reason that a highly effective, holiday-targeted PPC campaign needs to incorporate contextually aligned landing pages that support the expectations of holiday shoppers that are clicking on your paid ads.

This article is going to focus exclusively on improvements that you can make to your website’s landing pages in order to maximize your performance potential during the holiday season.Similar to my last post, we’re going to categorize landing page tweaks into two specific areas.Below is a quick outline of how I’d like to cover landing pages. The seven tips I provide below will tie in to these two key areas of f... > Read more

November 27, 2013     |   Written by: Jeff Stevens   |   Posted In: Conversion Rates   |   Comments: 15

Landing Page Audit Case Study: McEwan Fraser Legal

I recently co-hosted a webinar for WordStream clients detailing landing page optimization best practices. Prior to the webinar, we gave our clients the opportunity to submit landing page examples for the chance to be audited during the webinar. The lucky winner was McEwan Fraser Legal, a Scottish firm that specializes in the residential property market, dealing with owner occupiers and property investors.

 The Landing Page AuditHere is the landing page submitted for our audit:The GoodThere are a few items from this landing page that I think are great.It has a formI love the fact that they have a form available directly on the page without creating extra steps for visitors. We live in such a busy world that many people will not fill out a form if they feel it requires any sort of t... > Read more

October 03, 2013     |   Written by: Ben Cohen   |   Posted In: Conversion Rates   |   Comments: 30
 
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