Improve your conversion rate by using a landing page in conjunction with your PPC campaign, and any online marketing initiative. Why link ad campaigns to your homepage where there is a wealth of content that might distract the visitor from their original intentions? Instead, direct traffic to a dedicated campaign landing page that is specifically tailored to the ad campaign keywords, search terms, and target audience. The landing page has one goal, and that is to persuade the visitor to perform a specific action… the famous Call-to-Action (CTA).

1. Landing Page Best
Practices & Metrics
that Matter!
Prepared by:
Bassem Ghali
Founder & Head of Client Strategy
Email: Bassem@GreenLotus.ca
Tel: 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:

2. 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?

3. Simplicity Wins!

4. 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!

5. Landing Page Solutions
Case Study – Xplornet
Implement Landing Page
Marketing Solutions:
 Split - Testing
 Segmentation
 Behavior Analysis
Which one do you think
preformed better?
This one!

6. 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.

7. Offline Leads Tracking
Can you track offline activities (such as phone calls) and connect
them to the AdWords campaign?

8. 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 &
Integration
• Analytics Goals get triggered.
• Import Goals into AdWords.
Offline Phone Leads Tracking
How Does it all Work?

9. Metrics That Matter!

10. www.GreenLotus.ca
LinkedIn: Bassem Ghali
Twitter: GreenLotus_CA