1. Optimizing the Conversion
Potential of Your Landing Pages

2. What We’re Going to Discuss
Part 1: Use Cases
Part 2: King Schools Case Study
Part 3: Conversion Optimization Tips

6. Use Cases
Represent an important or common task that
your visitors will be trying to accomplish
• Rolesof your visitors
• Tasksor goals of your visitors

7. Roles
• What’s important to them
• Level of knowledge
• Location in research cycle
• Where they’re coming from

8. Tasks
Early Comparative Detailed Price Ready to
Pre-research
research Research research comparison buy

9. 2-Step Use Case Process
Creating your use cases
Evaluatingsite based on use cases

10. Creating Use Cases
• Get Sales, Marketing & Customer Service involved
• Use your analytics
• Look at your competitor sites
• Consolidate similar use cases

11. Evaluating Your Site
• Put blinders on and remove all previous biases
• Document every step including “how you feel”
• Write experiences in a narrative style
• Be a little more forgiving than a typical visitor

12. Evaluation Criteria
• Effectiveness: Ability to successfully accomplish task
• Efficiency: Ability to quickly accomplish task with ease
• Satisfaction: How much a user enjoys using the site
• Error frequency and severity

13. Use Case Example #1
Couple who’s never been on a cruise wants
to see if it’s the right type of getaway
Specific Task & Intent: Soon to be married couple
researching honeymoon options & wants to learn about cruises.
• Looking for romantic getaways cruises
• Wants to see various price ranges
• Needs to read reviews from other honeymooners
• Wants to learn about amenities and activities

14. What’s Their Goal?

15. Use Case Example #2
Couple looking to book a bargain cruise
Specific Task & Intent: Retired couple looking to take advantage
of bargain priced last minute available cabins and are ready to
book if they can find a great deal.
• Flexible travel dates
• Open to most destination & cruise lines
• They are experienced with cruises

16. What’s Their Goal?

17. Your To Do List
Select your Use Case Team
Develop 4-7 most common Use Cases
Evaluate your site based on Use Cases
Modify your IA and Pages

18. King Schools, Inc
Pamela Olson
Marketing Manager

19. King Schools
• King Schools, Inc. – www.kingschools.com
– World-wide leader of flight training courses
– Marketing channels
• Website
• Catalog & Direct Marketing
• Outbound calling
• Print Ads
• Email

20. Our Website Has Binders Full of
Landing Pages

21. Private Pilot Get It All Kit

22. Use Cases
Role Task
New to flying, hasn’t begun training Needs information
Started training, received various Compare King versus competition
recommendations
Father is a pilot, wants to get license Ensure that they will learn everything
Very familiar with flying and value-minded Ensure he’s getting best value
Just started training &Instructor Purchase course
recommended King Schools

23. Typical Customer Questions
• How do I get my License; What do I need?
• Why are King courses better?
• How do I use the kit?
• What do I get for $579?
• What guarantees do I have that I will pass?

24. Original Landing Page

26. Keep Scrolling…

27. Test Landing Page

30. Test Results
Testing dates - July 1, 2012 through September 15, 2012
New Page Control % Change
Conversion Rate .69% .34% 103%
Number of orders 125%

31. Test Landing Page Critique

32. No trust &
credibility
No way to
print or
email page
No social
sharing
No search
box

33. Recommended Landing Page

34. Questions? 800-854-1001
Search
Home>Private Pilot Courses > Get it All Study Kit
Private Pilot Get It All Study Kit Over
• Pass Your Knowledge Test—Guaranteed! 236,000
• Ace your Checkride – Guaranteed! Private Pilots
•Learn how to takeoff and land, communicate on the radio Passed with King
•Be prepared for your cross country flights
Get It All Kit Overview
Product Details
Price: $579 (Valued at $1,149 when purchased separately) See details
In Stock
Customer reviews
Everything you need to easily pass your Private Pilot FAA exams,
PLUS build on your aviation knowledge for years to come.
Flying Magazine
• Learn what to expect from an actual FAA examiner Editor’s Choice
Award
•Master every maneuver with exciting in-flight footage
•Laugh & learn with John and Martha´s trademark teaching style
•Pass your tests the first time or it´s free!
See Kit Contents
Add to Cart
Monthly Email
Newsletter
What’s Included Is this Kit Right for Me? What I’ll Learn Why Choose King Getting My License •Private Pilot flying tips
•Product news
• Special offers
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35. What’s Included Is this Kit Right for Me? What I’ll Learn Why Choose King Getting My License
What I’ll Learn
You will Pass Your Knowledge Test – Guaranteed!
The King Schools Private Pilot Get it All Kit includes your full and complete ground
school that covers all the subjects that you need to know in order to take and pass you
FAA Private Pilot Knowledge Test. We thoroughly cover the subject areas in a fun and
easy to understand presentation. More details
The King Schools Practical Test Course helps you Ace your Checkride – Guaranteed.
Learn What Your “Checkride” test will be like.
Your Practical Test, commonly referred to as your Checkride, consists of two parts;
An Oral Exam conducted before you go flying and an in-flight test in which you
demonstrate your skills in the aircraft. More details
Your Get It All Kit includes additional courses & books to prepare you for the cockpit.
It’s much more economical to learn the important concepts you will need to perform
in the airplane before you climb into the cockpit. These courses are specifically
designed to ensure you’ll fly smart and impress your instructor with your skills.
Overcome common training hurdles with King Special Subject Courses & learn about
areas important to being a knowledgeable & skilled pilot. More details

36. Helpful Conversion Tips

37. Aesthetics
Usability
Marketing
Context

38. Aesthetics Usability Marketing Context

39. Optimizing the Conversion
Potential of Your Landing Pages
Brian Lewis
CEO
Solutions-insight Interactive
blewis@solutions-insight.com
760-207-3101
@ImAnonymous