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How to Optimize a Landing Page Bob Hebeisen http://www.Linkedin.com/in/BobHebeisen O c t o b e r, 2 0 1 2

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Original Landing Page A/B Test Results: • 393 clicks at a cost of $670.53 converting to 20 trial downloads • 5.1% conversion rate, $33.53 cost per converted lead

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Optimized Landing Page A/B Test Results: • 386 clicks at a cost of $676.23 converting to 39 trial downloads • 10.1% conversion rate, $17.34 cost per converted lead • A/B test winner – 98% lift, or roughly 2x the conversion rate and half the cost per converted lead (99% confidence)

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What’s GOOD about the Original Landing Page • Very limited number of form fields for prospects to fill out • Explanation of the privacy policy • Explanation of trial download features • 3rd party validation (magazine reviews) ... So we kept all this stuff

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Optimization•The problems (original page): •The fixes (optimized page): 1. Too much navigation taking you off the page 1. Extraneous navigation is eliminated, visitors 2. No description of what the product does are “herded” through the call to action 3. Content is poorly organized, scattered 2. Brief description of what the product does 3. Content reorganized and edited

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Optimization•The problems (original page): •The fixes (optimized page): 1. Too much navigation taking you off the page 1. Extraneous navigation is eliminated, visitors 2. No description of what the product does are “herded” through the call to action 3. Content is poorly organized, scattered 2. Brief description of what the product does 3. Content reorganized and edited

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Optimization Download Download Features Features Press logos Press logos•The problems (original page): •The fixes (optimized page): 1. Too much navigation taking you off the page 1. Extraneous navigation is eliminated, visitors 2. No description of what the product does are “herded” through the call to action 3. Content is poorly organized, scattered 2. Brief description of what the product does 3. Content reorganized and edited

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Optimization•The problems (original page): •The fixes (optimized page): 4. Too much copy, type too small to read 4. Fewer, stronger reviewer quotes. Larger type. 5. No HTML page title 5. HTML page title descriptive of page content

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Optimization•The problems (original page): •The fixes (optimized page): 4. Too much copy, type too small to read 4. Fewer, stronger reviewer quotes. Larger type. 5. No HTML page title 5. HTML page title descriptive of page content

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Optimized Landing Page A/B Test Results: • 386 clicks at a cost of $676.23 converting to 39 downloads • 10.1% conversion rate, $17.34 cost per converted lead • A/B test winner (2x the conversion rate, half the cost per converted lead)

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Optimized Landing Page More Fixes: Keep testing! • Headline • Bullet copy • Layout • Button copy • Button color • Etc.

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Related Reading:• MarketingProfs: Clicking Me Softly: A Five-Day Crash Course in Conversion (http://www.marketingprofs.com/articles/2011/4483/clicking-me-softly-a- five-day-crash-course-in-conversion-day-1)• GlobalSpec Marketing Maven Blog: Winning Landing Pages -- An Eight- Point Checklist (http://marketingmaven.globalspec.com/?p=40)• MarketingSherpa: Custom Landing Pages for PPC: 4 Steps to 88% More Leads, Lower Costs (http://www.marketingsherpa.com/article.php?ident=31348)• ClickZ: How Obvious Is Your Call To Action (http://www.clickz.com/clickz/column/1936048/obvious-action)• MarketingExperiments blog: Landing Page Optimization: Addressing customer anxiety (http://www.marketingexperiments.com/blog/research- topics/landing-page-optimization-research-topics/addressing-customer- anxiety.html)• MarketingZone blog: Website Landing Pages (http://www.marketingzone.com/how/websites/landing-pages)