This was just frankly an all-star panel of great speakers with great points. There were so many good, unique points about landing page testing and optimization, I could barely keep up! Good info and great tools from everyone.
Kate Morris from Demon Marketing started by going over the basics of landing page optimization.
Some key basic things to keep in mind on landing pages:
It is vitally important to have a call to action above the fold and to keep your forms short!
Relevant content will include the searcher’s intent and include the keyword that the user searched for in the page copy and headline.
Kate also encouraged everyone to utilize white space — it’s not your enemy! Don’t fill in every open area per se.
Some key points from Kate:
Brad Geddes of BGTheory was up next and covered “Where should you send your traffic?”. Brad said that when visitors first come to your site, they’re asking themselves, did I get the right place? Brad said that even though you may think it’s best to land the person far down the buying cycle path, that may not be the best case, so TEST.
RESPECT THE BUYING FUNNEL! If you don’t, you’ll have a higher bounce rate. Brad gave the example of “kitchen remodeling”. Ideally, you may want to land the visitor on an about us type page to give trust, since many kitchen contractors might have a trust issue. An about us page might share how long the contractor has been in business, client samples, etc.
For brand searches, Brad recommended that you send folks to a “new products” page so that you can highlight what’s new. On a thank you page, too, don’t send them away! Give them more valuable links on the page to continue their engagement with you.
Brad made an EXCELLENT point about post-click marketing. Look at what keywords drive visitors to your homepage and make sure your homepage incorporates that information! (You’d be surprised how many homepages don’t do this!!)
Joanna Lord of JobStop.com was up next and covered “Advanced Landing Page Tactics”. Joanna said that 50% of B2B companies still land visitors from PPC on their home page, AND, only 25% are doing A/B testing. What needs to be done?
Landing page testing is a way to MAKE MORE MONEY by SPENDING LESS! There are two sides of advanced landing page tactics: in-house vs. on-site tactics.
Streamlilne EVERY process possible:
Some tools to do testing other than Google Website Optimizer:
Finally Tim Ash of SiteTuners spoke next with a presentation entitled “Conversion Ninja’s Toolbox”. He started with great tools you can use:
CrazyEgg measures in-page web analytics. Some key features include:
You can see:
The pricing has a 30-day money back guarantee and ….
Clicktale measures in-page web analytics and user monitoring. Some ways to use it:
It also provides a conversion report in a funnel format… very granular, helpful data. They also show reports for average time it takes to fill out form fields. Which fields are often left blank?
Usertesting.com is for online usability testing. Some key features include:
It only costs $29!! You can use it for:
CrossBrowerTesting allows for cross-browser testing across multiple OS’s. Helps you find usability issues quickly.
SiteTuners just launched AttentionWizard.com which is a simulated visual attention tool, using a heatmap of where people likely will look on a landing page.