Archive for the ‘landing page optimization’ Category
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Show me the money (not the clicks!)
I’d like to discuss an important principle that is surprisingly often misunderstood, and that is evaluating success based on correct performance indicators.
What not to do
We recently met with a prospect company that kindly shared a report on the success of their recent advertising campaign’s pay-per-click activity. The ad agency that handled the PPC (along with the rest of the ad campaign) reported that the campaign was a raging success.
Unfortunately, the only measure of success the agency was using was the proportion of the given PPC budget spent. They had managed to spend 100% of the PPC budget for the campaign and therefore concluded that they had been incredibly successful.
It turns out that they were using PPC as a branding activity which, Continue Reading
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Landing Page Optimization Key: Create More Value than Cost
In any transaction, whether it’s a sale, lead or first date, your prospect will only complete your desired Action is if they perceive more value for them than the cost you are imposing. This is your Value Proposition. It may be an over-used term, but it’s a critical concept for landing page optimization and one of the five factors in WiderFunnel’s L.I.F.T.™ page evaluation tool.
Landing Page Value Proposition Decostructed
Landing Page in need of
Conversion Rate
OptimizationI had a landing page experience this morning that is a great example. I was looking at some photos my wife posted on Facebook and was curious about an ad for XYVR.com. The headline and copy seemed to be talking about two different things, and I was curious about how they’d pay it off on the landing page.
The landing page did get a few things right and I found I was trying to convince myself to perform the “Signup” Action. As a prospective Action-taker on this landing page, I literally create a mental checklist Continue Reading
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Google Publishes Tourism BC & WiderFunnel Case Study
We are very excited to announce that Google has published a case study based on an early conversion optimization project we completed with our client, Tourism British Columbia.It is now available on the Google Website Optimizer home page for a limited (but hopefully not short!) time. Its permanent location is in the case studies page.
Yay!
Thanks to Tom Leung and Peter Harbison for making it happen. Cheers guys!
