PPC Hero and Crazy Egg’s Live Landing Page Critique

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In this week's webinar recording you get the opportunity to join landing page and conversion rate optimization experts Sam Owen (Hanapin Marketing) and Neil Patel (Co-Founder, Kissmetrics and Crazy Egg) as they go through a cross section of different landing pages to give pro-level feedback on what works and what doesn’t.

Educación Tecnología Diseño

#thinkppc
&
HOSTED BY:
Live Landing
Page Critique

#thinkppc
Presenters
• Neil Patel
– Co-founder of CrazyEgg and KISSmetrics
– Helps companies like Amazon, AOL, GM, HP and
Viacom grow their revenue
– Find his blog at http://www.quicksprout.com
• Sam Owen
– Account Manager/CRO Specialist at Hanapin
Marketing
– Blogger at PPC Hero

#thinkppc
Live Landing Page Clinic
A dive into the landing pages you submitted for us!
• What we like
• What we don’t like
• Things you can test
• Note: Quick clarification on terminology –Conversion Rate
Optimization, Landing Page, CRO, LPO

#thinkppc
Join the conversation
• Include the hashtag#thinkppcin your Twitter tweets.
• Or use the webinar question box to send us questions.

#thinkppc
Live Poll Question #1
What is your primary job role?
#thinkppc
a. Web Design
b. Web Development
c. Online Marketing – PPC/SEO/Email
d. Management
e. Other

#thinkppc
Live Poll Question #2
How do you manage your Conversion Rate
Optimization?
#thinkppc
a. We don’t do any CRO
b. I manage it myself
c. I’m part of a team that manages it
d. I outsource my CRO work
e. I’m rethinking how my CRO is managed

#thinkppc
What is Landing Page Optimization?
• Testing
• Testing some more
• Finding out what worked from your tests
• Testing that
Analyze
Test
Optimize
Test

#thinkppc
Analysis
• Qualitative Reviews
– Ask yourself ‘What am I looking for?’
– Does your page contain everything it needs?
– Does this page appeal to the stage of the buying cycle my customers are at?
• User Testing
– Yourself, coworkers, friends & family
– Tools like usertesting.com
• Analytics Platforms
– Heat Maps
– Conversion Funnel
– In-Page Analytics
– Time on site, Bounce Rate etc.
• Segment your results
– New vsReturning, Location, Traffic Source

#thinkppc
A great landing page
• No ‘one size fits all’ solution
• Ingredients to include
– Offer – Strong call to action
– Proof – Give them a compelling reason to buy / sign up
– Trust – Show your site is not a scam
– Few obstacles – make your form or cart easy to use
– Images – make it really obvious what they are buying and let them see it clearly
• Get rid of clutter that doesn’t help any of these things
Don’t let your Landing Page
show up on this show!

#thinkppc
Live Landing Page Clinic Time!

#thinkppc
Need Help?
Would you like help with either CRO or PPC management?
I’m interested in:
a.) 60 Day FREE Trial of Crazy Egg
d.) More information on PPC & CRO Management with Hanapin:
We handle the day-to-day management of your PPC account
— Including premium CRO management.

#thinkppc
Have more questions?
Thank you for attending Our Live Landing Page Critique!
#thinkppc
• Or Contact us Directly:
• Webinar Feedback: marketing@hanapinmarketing.com

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How the Psychology of Color Can Increase Your Website Conversions Neil Patel, co-founder at KISSmetrics Join the conversation on Twitter @thuelmadsen #KISSwebinar Neil Patel - KISSmetrics - @neilpatel ! Neil Patel is a serial entrepreneur and the co-founder of KISSmetrics and Crazy Egg. He helps companies like Amazon, NBC, GM, HP, and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world. Your presenter Join Neil on Twitter @neilpatel #KISSwebinar How Colors Affect Us 1 Humans Can See About 10 Million Different Colors Colors Can Create Emotional Reactions One study examined which colors were the most and Pleasant Hue Most Pleasant & Most Arousing Least Pleasant Yellow: Most Arousing Green-Yellow: Red & Yellow Red & yellow shown to elicit more brain activity than green or blue Colors Affect Buying Decisions • Consumers buy products in colors that they find most appealing at the time of purchase • 90% of snap judgments made about products can be based on color alone (depending on the product). • Colors impact how consumers view the personality of a brand Using the Psychology of Colors to Your Advantage 2 Logo Color Helps in Establishing Differentiation Colors Help a Product and Brand Stand Out Think Apple’s aluminum color and white cables. Influences Consumer Perception Use colors to establish your differentiation from competitors Ignore Stereotypical Color Associations Color preferences are determined by experience. Color Guidelines for Web Conversions Contrast is key when forming CTAs Facebook’s Sign Up Button Charity Water Donate Now Button Red In competitive situations, a red background made people pay more. Blue In negotiations, a red background decreased a consumer’s willingness to pay as compared to blue. Blue In fixed price settings, consumers are more influenced by blue. Blue Researcher says: “Because these consumers were also only competing with the seller, purchase likelihoods were lower with red backgrounds compared to blue, indicating that their willingness to pay may have been lower.” Red & Blue Red induces aggression relative to blue. What This Means For You In competitive situations, test using a red background. For fixed-price scenarios, test using a blue background. Color Psychology for Men and Women Men and women vary in their color preferences Men’s Favorite Colors Women’s Favorite Colors Gender Color Preferences Questions? Neil Patel Co-Founder KISSmetrics ! @neilpatel Thue Madsen Marketing Associate KISSmetrics ! @thuelmadsen

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• Neil Patel Growing Your Business With Inbound Marketing ! March 2014 • Neil Patel Co-Founder   @neilpatel Presenter Neil Patel is a serial entrepreneur, angel investor and digital marketing specialist. He co-founded Crazy Egg and KISSmetrics, and he has spoken at over 100 web marketing conferences • Doing Business on the Web for 11 Years I have help 100’s of companies with their Inbound Marketing efforts • @neilpatel #KISSwebinar Join Neil on Twitter • 1 Intro to Inbound Marketing 2 Successful Companies to Learn From 3 Tactics on Doing it Well Agenda 4 Measuring Your Performance • Intro to Inbound Marketing 1 • Promoting a company through content creation What is Inbound Marketing? • How is it Different From Outbound? Inbound Outbound • Create content, customers come • Aim to educate visitors on a topic • Create content people want to consume • Pushing a message • Talking about yourself • Generally annoy viewers • Inbound Marketing Funnel • Advantages • Lower cost per lead • Customers come to you • Overtime you become a resource and a source of knowledge • More organic traffic • Successful Companies to Learn From 2 • InsideOut Achieved a 388% increase in leads h p://www.marketingsherpa.com/article/case-study/content-marketing-leads-4-step-strategy • Mint h ps://www.mint.com/blog/ • Kraft Foods h p://www.kra recipes.com/ • Yale Appliance h p://blog.yaleappliance.com/resource-center • Tactics for Doing it Well 3 • Creating Great Content How to Write a Great Headline • Most important part of your copy • Element of a great headline Self-Interest Draw Curiosity • Don't be too specific, create curiosity for the reader • Make the benefit clear • Tips "Lists" of things work well Social media mentions gets traction • Hacks Write a minimum of 30 headlines and get feedback • Test with people around you • Ask on social media • Creating Great Content Guidelines • Write for your audience • Solve problems • Educate • Write For Your Audience know who they are • Email Signup Ask for job title and email • Ask • Solve Problems • Identify pain points and solve them • What does your audience struggle with? • What is your area of expertise? • Tie the two together • Common Questions - What questions do your prospects ask? • Educate • Building a Relationship • Email Subscriber List • Comments • Webinars Q&A at the end of webinars • Social Media • Converting Visitors into Leads • Free guides http://grow.kissmetrics.com/measure-matters • Free webinars http://grow.kissmetrics.com/webinar-43 • Convert visitors into free trails h p://blog.kissmetrics.com/ • Measuring Your Performance 4 • Track Conversions • Sharing Rate • Questions? Neil Patel @neilpatel

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GROWTH HACKING Neil Patel Join the KISSmetrics team! kissmetrics.com/careers @neilpatel “Growth is important, and most great companies take it seriously.” Adam Nash HTTP://KISS.LY/ANASHNOTES WHO ARE YOUR Customers? HTTP://KISS.LY/SMBANALYSIS HOW DO YOU REACH YOUR Customers? HTTP://KISS.LY/KISSBLUEGLASSLA2012 CHANNELS GET CROWDED Fast! Google AdWords Cost per acquisition: $233$388 For a $99 product. Fail. HTTP://KISS.LY/DREWDROPBOX Distribution Hacks Five strategies for distribution: Integrations, Work Emails, Embeds, Powered By, Free Stuff Integrations Shopify has 30,000+ businesses Salesforce has 100,000+ businesses Box has 120,000+ businesses 37signals has 150,000+ businesses Yammer has 200,000+ businesses Constant Contact has 400,000+ businesses Github has 1,900,000+ people MailChimp has 2,000,000+ people Google Apps has 4,000,000+ businesses FreshBooks has 4,500,000+ people Google Analytics has 30,000,000+ accounts Evernote has 30,000,000+ people Dropbox has 50,000,000+ people How to optimize integrations. Integrations make your product better. Measure your conversions and revenue. Discover valuable integrations. Ask users about integrations. Make your partner pages awesome Work Emails HTTP://PODIO.COM Work Emails HTTP://YAMMER.COM How to optimize “Work Emails” Optimize on-boarding Show people who they should follow Utilize invitations during on-boarding Measure # of people in every company Discover the engaging interactions Embeds HTTP://KISS.LY/YTEMBED Embeds HTTP://KISS.LY/SSEMBEDS How to optimize embeds Why should people embed? Make it as easy as possible to embed. Track how well your embeds convert. Test relevant call to actions. Optimize for search but don’t obsess Powered By How to optimize “Powered By” What are you Powering? Test the copy of your call to action. Test and optimize your landing pages. Track views, clicks, conversions and LTV Measure individual effectiveness Free Stuff HTTP://GRADER.COM Free Stuff HTTP://NEWRELIC.COM/ASI Free Stuff HTTP://WWW.HUBSPOT.COM/INBOUND-MARKETING-KIT/ How to optimize free tools. Map to customer decision making. Think about what you can repurpose. Educate your prospects. Test your ideas minimally (ghetto). Measure and optimize revenue FIGURE OUT WHAT’S BEST FOR Your Product YOU HAVE No Excuses We’re hiring. Join our team! kissmetrics.com/careers Neil Patel npatel@kissmetrics.com

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PPC Hero and Crazy Egg’s Live Landing Page Critique

1. #thinkppc & HOSTED BY: Live Landing Page Critique

2. #thinkppc Presenters • Neil Patel – Co-founder of CrazyEgg and KISSmetrics – Helps companies like Amazon, AOL, GM, HP and Viacom grow their revenue – Find his blog at http://www.quicksprout.com • Sam Owen – Account Manager/CRO Specialist at Hanapin Marketing – Blogger at PPC Hero

3. #thinkppc Live Landing Page Clinic A dive into the landing pages you submitted for us! • What we like • What we don’t like • Things you can test • Note: Quick clarification on terminology –Conversion Rate Optimization, Landing Page, CRO, LPO

4. #thinkppc Join the conversation • Include the hashtag#thinkppcin your Twitter tweets. • Or use the webinar question box to send us questions.

5. #thinkppc Live Poll Question #1 What is your primary job role? #thinkppc a. Web Design b. Web Development c. Online Marketing – PPC/SEO/Email d. Management e. Other

6. #thinkppc Live Poll Question #2 How do you manage your Conversion Rate Optimization? #thinkppc a. We don’t do any CRO b. I manage it myself c. I’m part of a team that manages it d. I outsource my CRO work e. I’m rethinking how my CRO is managed

7. #thinkppc What is Landing Page Optimization? • Testing • Testing some more • Finding out what worked from your tests • Testing that Analyze Test Optimize Test

8. #thinkppc Analysis • Qualitative Reviews – Ask yourself ‘What am I looking for?’ – Does your page contain everything it needs? – Does this page appeal to the stage of the buying cycle my customers are at? • User Testing – Yourself, coworkers, friends & family – Tools like usertesting.com • Analytics Platforms – Heat Maps – Conversion Funnel – In-Page Analytics – Time on site, Bounce Rate etc. • Segment your results – New vsReturning, Location, Traffic Source

9. #thinkppc A great landing page • No ‘one size fits all’ solution • Ingredients to include – Offer – Strong call to action – Proof – Give them a compelling reason to buy / sign up – Trust – Show your site is not a scam – Few obstacles – make your form or cart easy to use – Images – make it really obvious what they are buying and let them see it clearly • Get rid of clutter that doesn’t help any of these things Don’t let your Landing Page show up on this show!

10. #thinkppc Live Landing Page Clinic Time!

11. #thinkppc Need Help? Would you like help with either CRO or PPC management? I’m interested in: a.) 60 Day FREE Trial of Crazy Egg d.) More information on PPC & CRO Management with Hanapin: We handle the day-to-day management of your PPC account — Including premium CRO management.

12. #thinkppc Have more questions? Thank you for attending Our Live Landing Page Critique! #thinkppc • Or Contact us Directly: • Webinar Feedback: marketing@hanapinmarketing.com

Notas del editor

Trust can come from more than just logos – a clean, well designed site makes people think that it is professional rather than a scam

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