Landing Page Optimization DMA2012

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    19-Jan-2015

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  • 1. Optimizing the ConversionPotential of Your Landing Pages
  • 2. What Were Going to Discuss Part 1: Use Cases Part 2: King Schools Case Study Part 3: Conversion Optimization Tips
  • 3. Use CasesRepresent an important or common task that your visitors will be trying to accomplish Roles of your visitors Tasks or goals of your visitors
  • 4. Roles Whats important to them Level of knowledge Location in research cycle Where theyre coming from
  • 5. Tasks Early Comparative Detailed Price Ready toPre-research research Research research comparison buy
  • 6. 2-Step Use Case Process Creating your use cases Evaluating site based on use cases
  • 7. Creating Use Cases Get Sales, Marketing & Customer Service involved Use your analytics Look at your competitor sites Consolidate similar use cases
  • 8. 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
  • 9. 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
  • 10. Use Case Example #1Couple whos never been on a cruise wants to see if its 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
  • 11. Whats Their Goal?
  • 12. Use Case Example #2Couple looking to book a bargain cruiseSpecific Task & Intent: Retired couple looking to take advantageof bargain priced last minute available cabins and are ready tobook if they can find a great deal. Flexible travel dates Open to most destination & cruise lines They are experienced with cruises
  • 13. Whats Their Goal?
  • 14. Your To Do ListSelect your Use Case TeamDevelop 4-7 most common Use CasesEvaluate your site based on Use CasesModify your IA and Pages
  • 15. King Schools, Inc Pamela OlsonMarketing Manager
  • 16. 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
  • 17. Our Website Has Binders Full of Landing Pages
  • 18. Private Pilot Get It All Kit
  • 19. Use CasesRole TaskNew to flying, hasnt begun training Needs informationStarted training, received various Compare King versus competitionrecommendationsFather is a pilot, wants to get license Ensure that they will learn everythingVery familiar with flying and value-minded Ensure hes getting best valueJust started training & Instructor Purchase courserecommended King Schools
  • 20. 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?
  • 21. Original Landing Page
  • 22. Keep Scrolling
  • 23. Test Landing Page
  • 24. Test ResultsTesting dates - July 1, 2012 through September 15, 2012 New Page Control % ChangeConversion Rate .69% .34% 103%Number of orders 125%
  • 25. Test Landing Page Critique
  • 26. No trust &credibilityNo way toprint oremail pageNo socialsharingNo searchbox
  • 27. Recommended Landing Page
  • 28. 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 TestGuaranteed! 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 Editors Choice Award Master every maneuver with exciting in-flight footage Laugh & learn with John and Marthas trademark teaching style Pass your tests the first time or its free! See Kit Contents Add to Cart Monthly Email NewsletterWhats Included Is this Kit Right for Me? What Ill Learn Why Choose King Getting My License Private Pilot flying tips Product news Special offers SIGN ME UP Privacy Policy
  • 29. Whats Included Is this Kit Right for Me? What Ill Learn Why Choose King Getting My License What Ill LearnYou 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 detailsThe 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. Its 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 youll 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
  • 30. Helpful Conversion Tips
  • 31. Aesthetics UsabilityMarketing Context
  • 32. Aesthetics Usability Marketing Context
  • 33. Optimizing the ConversionPotential of Your Landing Pages Brian Lewis CEO Solutions-insight Interactive blewis@solutions-insight.com 760-207-3101 @ImAnonymous