Conversion Rates

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

How to Create Squeeze Pages: What Makes an Awesome Squeeze Page Design?

What is a Squeeze Page?A squeeze page is a landing page designed to capture opt-in email address from potential subscribers. The goal of a squeeze page is to convince, cajole, or otherwise ”squeeze” a visitor into providing one of their most sought-after and coveted pieces of personal data: the email address.

What Makes a Good Squeeze Page?As its name suggests, there is an element of intentional yet subtle forcefulness involved in a squeeze page. Think the Star Wars crash compactor scene. Squeeze pages should work a bit like that.It’s a trap!You don’t want to leave those golden geese a means of escape, and putting in as few hyperlinks as possible narrows the walls around your victims prospective clients. A squeeze page should act as an ultimatum for visitors – either take the offe... > Read more

September 16, 2013     |   Written by: Megan Marrs   |   Posted In: Conversion Rates   |   Comments: 24

New! Build Landing Pages & Manage Leads with WordStream

Landing pages are the bottom of the funnel in PPC. Even if you get your keywords, ads and bids right in your AdWords campaigns, it will be hard to realize great ROI through PPC without a landing page strategy.Once you’ve got the click and the prospect is off the SERP and on your site, you’re tantalizingly close to sealing the deal – but without a clean, well-designed, relevant, and persuasive landing page, you can lose them as fast as you got them.

In our experience, landing pages are a constant challenge for PPC advertisers. Here are some of the obstacles that AdWords users face:Building Landing Pages is Hard: Generally you need Web development resources plus a graphic designer and a hosting environment in order to set up PPC landing pages. It’s hard, it’s time-consuming, and it... > Read more

September 10, 2013     |   Written by: Larry Kim   |   Posted In: Conversion Rates   |   Comments: 13

12 Tests to Increase Your Landing Page Conversion Rate, Starting Today

Your bids are competitive, your ads are laser targeted, and you've tested and tweaked your landing page to get the highest possible conversion rate. Ever.You feel like Leonardo DiCaprio stand-spooning Kate Winslet on the Titanic, breathing in that fresh scent of saltwater greenbacks while your sales and leads keep pouring in.

You're a marketing genius (and you've earned the right to call yourself that).But then you wake up. Realizing that your 1997 GeoCities hosted landing page hasn't seen an improvement since, well, 1997. And your potential profits are like a leaking ship. Slowly. Dripping. Away. While you’re staying profitable (for now), your competitors are figuring out ways to improve, enhance, and build trust and relationships with clients that could have been yours. All b... > Read more

July 11, 2013     |   Written by: Johnathan Dane   |   Posted In: Conversion Rates   |   Comments: 35

Keep It Simple, Stupid – 6 Tips for Creating Clean & Simple PPC Landing Pages

When I was in high school, my geometry teacher said his favorite saying to live by was “KiSS - Keep It Simple, Stupid.” No matter what topic we were covering, he usually tried it squeeze it into the lesson plan. Although it might not apply to every situation, I find that applying it to landing pages always works wonders for my clients.

All too often I come across landing pages or websites that are overloaded with text, images, forms, animations, and so on and so forth. It becomes overwhelming and often times confusing – “What’s going on here? What am I looking at? Where am I?” Potential customers or leads take off before completing any actions because they don’t know what action they are supposed to take.What?Six Tips for Keeping Your Landing Pages Nice & SimpleWhenever cr... > Read more

February 07, 2013     |   Written by: Randi Lucius   |   Posted In: Conversion Rates   |   Comments: 3

The 9 Steps to a Better Conversion Rate [Infographic]

The folks at KISSmetrics and Conversion Rate Experts have put together an infographic that lays out a nine-step process to improving conversion rates. (Spoiler Alert: It's more of a document than an infographic per se, so put on your reading glasses.)RELATED: What's a Good Conversion Rate?At a high level, here are the steps:Determine your strategy and goalsAnalyze existing traffic sourcesAnalyze your visitors (especially those that don't convert)Study your marketplaceIdentify your most persuasive assetsDevelop strategic experimentsDesign pages to testRun your A/B testsApply your winning elementsClick the image below to view the larger version.

... > Read more

December 02, 2011     |   Written by: Elisa Gabbert   |   Posted In: Conversion Rates   |   Comments: 3

Conversion Rate Optimization: Are You Considering Page Speed as a Variable?

Every year my marketing team has an offsite planning meeting where we lay out major goals and initiatives for the coming year. Last winter, site speed made it to the top of that list. The main push for making site speed a priority came from our SEO team. They felt strongly that improving our website’s page load times would improve our organic rankings.

Besides the potential SEO benefit, it just makes sense to give your visitors the best possible experience.We are halfway through the year, and we’ve made some measurable improvements in site speed. Our IT department has revamped code, optimized images, etc. to give our webpages a diet, and we’ve seen real improvements in site speed. During this process, something interesting happened that we hadn’t really planned for or expected (alt... > Read more

August 23, 2011     |   Posted In: Conversion Rates   |   Comments: 4

8 Quick & Dirty Tips for Landing Page Optimization

Based on my own experience building landing pages and a few landing page optimization (LPO) webinars and courses I’ve attended, I’ve put together some quick tips to optimize your landing pages for conversion. Because once you get a click you’ve got to get ‘em to convert, or the click is pretty worthless.

1. Limit the Number of OffersPut one offer on your landing page – don’t make people choose from multiple offers. Every time you make a person choose you risk losing them.2. Limit the Number of LinksLimit the number of links you put on your landing page – even try removing all the links leaving only the registration form. If you have multiple links on a landing page you risk taking a person off the landing page and losing them.3. Keep the Registration Form on the Page Whenever ... > Read more

June 07, 2011     |   Written by: Kathy Lamphier   |   Posted In: Conversion Rates   |   Comments: 15

Five Ways to Get More Leads from PPC

Everyone wants more leads, right? This is probably your number 1 request from clients or upper management if you’re running pay-per-click campaigns (followed closely by “without increasing spend”). But the reality is you’re likely managing to a target cost per acquisition, so grabbing more volume isn’t as easy as jacking up bids and lifting your budgets.

The obvious answer to increasing conversions is focusing on conversion rate optimization, but we’ll walk through five slightly less obvious ideas worth testing that can help you grab more volume without ignoring your margins.Idea 1: Keyword ExpansionThe first idea is to try different keyword verticals and expand your keyword list. How do you do that? In all likelihood you’ve already brainstormed your initial list, used some tr... > Read more

April 28, 2011     |   Written by: Tom Demers   |   Posted In: Conversion Rates   |   Comments: 5

Last Chance to Register for the Landing Page Success Seminar

Early-bird registration for the Landing Page Success Seminar ends this Friday, Nov. 26. WordStream will be one of 20 organizations presenting at the first major online seminar on conversion rate optimization (CRO) for landing pages and websites. Learn how to take your landing pages to a new level of success, all from the comfort of your own home or office.

No travel required. The seminar begins Tuesday, Nov. 30, and runs through Thursday, Dec. 16. Registration is strictly limited to first 500 marketers who sign up. The company's last seminar sold out before the early-bird discount ended. Register now to save $300 (over 50%)! When you register, you'll also receive $584 in eight free bonuses. Expert instructors and topics for this seminar include: Ben Jesson, CEO of Conversion Rate Experts,... > Read more

November 24, 2010     |   Written by: Elisa Gabbert   |   Posted In: Conversion Rates   |   Comments: 0

Three Ways Landing Pages Are Different from Web Pages

Your landing pages – the pages that searchers land on after clicking on your ads – should usually be substantially different in content and style from a regular web page. This is because they are built around different goals. Web pages may  be built to rank organically, to inform, to entertain, and sometimes to sell.

Landing pages are almost always intended to sell. Here are three points to keep in mind when creating landing pages as opposed to other types of pages. 1. Landing pages should be closely aligned with your keyword and ad. It's especially important when creating a PPC landing page to form a clear line between the keyword, the text ad, and the page. Using the keyword prominently in both the ad and the landing page demonstrates clear relevance to both the user and to Goog... > Read more

November 02, 2010     |   Written by: Elisa Gabbert   |   Posted In: Conversion Rates   |   Comments: 7

Case Study: How a Change to the 'About Us' Page Raised Conversion Rates by 13%

This is a guest post by Ofer Tirosh and M.E. Simpson, the founder and content manager, respectively, of professional translation services company Tomedes.com. A question for you online marketers and content managers out there: If you made a small change to a client's website (or your own), such as a content revision of those basic web pages linked to at the bottom of the homepage (FAQs, Help, Contact Us, etc.

) – how would you expect it to affect your sales? Most of you would probably say, Dude, ask a real marketing question. Typically, these teeny tiny links at the bottom of the homepage do not operate as individual tools for acquiring more or longer traffic visits, or increased conversion rates – not the way landing pages or SEO content does.   Recently, our online ... > Read more

September 28, 2010     |   Posted In: Conversion Rates   |   Comments: 1

How to Increase PPC Conversions with Organization & Communication

This is a guest post by Jenny Anderson, a search marketing consultant at Hanapin Marketing. She works with a variety of clients and writes for Hanapin’s blogs, PPC Hero and SEO Boy. Over at SEO Boy, I recently wrote a post on how a promotional calendar can help boost SEO efforts. The main point was that if you set up a promotional calendar and pair it with site changes and new content based on the promotions, you’ll have a plan in place for adding relevant and useful information to your site.

Search engines will love the fresh content and your customers will love the sales and promos. The same concept can be applied to PPC management with just a couple of twists. Let’s say we’re managing pay-per-click ads for a resort. Below, I outline how the three main compon... > Read more

June 24, 2010     |   Posted In: Conversion Rates   |   Comments: 0

Conversion Rate Optimization (CRO) Interview Series: Anna Talerico

Anna Talerico is the executive vice president at ion, where she manages sales, marketing and client services. Can you tell us a little about your role at Ion Interactive? What's your conversion rate optimization (CRO) philosophy? As the executive vice president here at ion I manage the sales, marketing and client services teams.

It's a great place to be sitting because I can make sure these three teams are working very much in unison. I think that ultimately benefits our customers a great deal. My CRO philosophy is really simple: Test. Test continuously. Test to statistical significance. Learn what you can from the results, and then move onto the next test wave. Constantly be seeking improvement in both conversion rate and conversion quality (average order value, lead score, etc).  Wh... > Read more

May 17, 2010     |   Written by: Elisa Gabbert   |   Posted In: Conversion Rates   |   Comments: 2

Conversion Rate Optimization (CRO) Interview Series: Tim Ash

Tim Ash is the CEO of SiteTuners.com, a landing page optimization firm that offers conversion consulting, testing, and software tools to improve conversion. SiteTuners’ unique visual attention prediction tool can be used on a landing page screenshot or mock-up to quickly identify major conversion issues.

Tim has worked with many leading companies and is a highly regarded keynote speaker at Internet marketing conferences. He is a contributing columnist to several industry publications and is the author of the bestselling book Landing Page Optimization. Tim is the founder and chairperson of ConversionConference.com, the first conference focused on improving online conversions. Can you start by telling us a little about SiteTuners.com and your role there? SiteTuners is a firm that is focuse... > Read more

March 29, 2010     |   Written by: Elisa Gabbert   |   Posted In: Conversion Rates   |   Comments: 1

Pros and Cons of View-Through Conversion Tracking

A good way to evaluate the effectiveness of your display ads is to look at conversion statistics. Generally these stats focus on how many users performed a desired action, like a purchase, and what percentage of conversions followed a user clicking on the advertisement.   But online advertising platforms are starting to offer an additional measure of conversion performance: view-through conversion rate.

  What Is View-Through Conversion Rate?   View-through conversion rate is the percentage of users who view an ad and neglect to click on it, but within a certain period of time go to the ad’s associated conversion page and undertake the desired action.   Unlike click conversion rates, this statistic measures conversions that don’t result from clicks on the advertisem... > Read more

March 25, 2010     |   Written by: Christine Laubenstein   |   Posted In: Conversion Rates   |   Comments: 4

7 Ways to Segment Your Landing Page Visitors

This is a guest post by Megan Leap. Megan is the online marketing manager at Ion Interactive. Ion sells first-rate landing page management and optimization software, has an excellent blog on post-click marketing, and are friends of WordStream. Megan will be posting periodically here, and also look for contributions from the WordStream team to their blog.

There are many ways to segment your online visitors in the three phases of online marketing. On the pre-click side, there is keyword-based segmentation, which maximizes the relevancy of your paid clicks. On the post-conversion side, there is email list segmentation, which as most marketers know, boosts email marketing performance.  And then, on the post-click side, there is form-based landing page segmentation, which can sometimes pro... > Read more

March 08, 2010     |   Posted In: Conversion Rates   |   Comments: 2

Interview with Megan Leap, Online Marketing Manager at Ion Interactive

As ion interactive's online marketing manager, Megan Leap manages webinar, social media, search and email campaigns. She has extensive experience in conversion rate optimization and social media marketing, and when not championing high-ROI online marketing strategies, can be found running marathons across the U.

S. She is also a frequent contributor to the Post-Click Marketing Blog. Follow Megan on Twitter: @MeganLeap. What’s it like for an online marketer who’s marketing LiveBall, an online marketing software product, to other online marketers? Marketing to marketers is a lot of fun. If I worked somewhere else, I would be our target audience. Plus, I use our software product every day in my job, so I know it inside and out. That gives me a unique perspective. Our audience kno... > Read more

February 08, 2010     |   Written by: Elisa Gabbert   |   Posted In: Conversion Rates   |   Comments: 2

20 Conversion Rate Optimization (CRO) Resources - Learn how to Convert More of Your Traffic

Not unlike a lot of marketers who enter the discipline through the SEO door, my initial fascination with search marketing was the idea that you could promote and optimize a piece of content and generate large volumes of really specific search traffic. And, also not unlike a lot of marketers, I quickly realized that traffic is only a directionally significant metric: people visiting your site is financially meaningless if you can’t turn their visit into a business-driving activity once they get there (even if you're monetizing based on CPM, you still want visitors to go deeper into your site, create a relationship and return, etc.

). The following is a collection of resources surrounding website conversion rate optimization. There’s a lot of great content out there on the subject, but t... > Read more

October 08, 2009     |   Written by: Tom Demers   |   Posted In: Conversion Rates   |   Comments: 8
 
Free Keyword Tool

Get thousands of relevent keyword suggestions - more,
faster, free!

Free Keyword Niche Finder

Discover profitable pockets of keywords for your
business.

Free Negative Keyword Suggestion Tool

Identify wasted spend before it happens and increase
your paid search ROI.

Contact Us | Company | Support | Site Map | Trademarks | Privacy Policy © 2007-2014 WordStream, Inc. All rights reserved.