Landing Page Best Practices & Metrics that Matter!
Prepared by: Bassem GhaliFounder & Head of Client Strategy
Email: [email protected]: 647.405.2525
© 2012, Bassem Ghali
Agenda
Winning Landing Page
Elements
Case Study - Conversation
Rates
A/B Testing & Users
Behavior
Landing Page Best Practices
Offline Leads Tracking
Metrics That Matter
Guest Lecturer at:
Landing Page Elements
Design
Get to the point Visible call-to-actions Use contrasting colors
Content
Clear headlines Attractive offer List of product benefits
The 5-Second Test
What’s in it for me? How much does it cost? How do I get it?
Simplicity Wins!
Case Study Metro College
1. Design: page design and color palette are consistent with company branding.
2. Banner: Attractive Headline specific to the campaign & corresponding search keywords. Lifestyle images are recommended.
3. Description of the products/services, and the main benefits.
4.Top Features of the product/services.
5. Top Wins: clearly displays the benefits of the product/services.
5.2% Conversion Rate
9. & 11. Clear Call to Actions: If applicable include 24/7 local / Free Trial, Canadian support or flag.
More Info: View Full Case Study!
Landing Page SolutionsCase Study – Xplornet
Implement Landing Page Marketing Solutions:
Split - Testing Segmentation Behavior Analysis
Which one do you think preformed better?
This one!
Landing Page Best Practices
Have One Purpose & One Focused Message – simplify your copy using multiple headlines & bullets.
Main Headline – should be specific to the campaign and corresponding search keywords.
Primary Call To Action – should be above the fold.
Use Videos – it has been proven that videos improve conversion by up to 80%
Use Images – lifestyle images and directional cues direct attention to the most important information on the page.
A/B Test – test new ideas using A/B testing technologies and let your customers show you what works best for them.
If applicable include, “24/7 Support“, “Free Trial”, “Canadian flag”, Toll Free number.
Offline Leads Tracking
Can you track offline activities (such as phone calls) and connect them to the AdWords campaign?
Click
on Ad
• Landing page visit.• session ID get assigned to each visitor, which
dynamically replaces all visible numbers across the site to tracked Toll Free numbers.
Offline
Phone
Call
• Thank you page server call.• Import Session ID Values (campaign, keyword, CPC,
Ad Copy, etc…).
Tracking
&
Integratio
n
• Analytics Goals get triggered.• Import Goals into AdWords.
Offline Phone Leads TrackingHow Does it all Work?
Metrics That Matter!
