March 2, 2019

Are Dedicated Landing Pages Hurting Your Conversion Rate? by @amyppc

Every paid search campaign needs a dedicated landing page.” Digital marketers hear this advice so often that it feels like an undisputed fact. Unfortunately, a specific format – a dedicated” standalone landing page – isn’t all that’s needed to guarantee a successful paid search campaign. Dedicated landing pages can actually result in lower conversion rates than an advertiser’s busier primary website. You may have even experienced this yourself, and you’re about to see why. So what causes dedicated landing pages to fail? Pages that ignore the needs and desires of their visitors won’t inspire them to take action. Here are three case studies I’ve seen first hand where focusing on page elements rather than people can cause your campaigns to end in disaster. Mistake 1: You Launched a ‘Radical Redesign’ Rather Than Listening to Your Audience You’re changing your offer. Targeting a brand new audience. Introducing new features and options. […]
February 12, 2019

How to Optimize Your Conversion Funnel, from ToFu to BoFu

Before you even bother producing different offers for various steps in the funnel, you’ll need to make sure that you’re tracking these aims correctly. In building your funnel, focus on those 3 things: Making your funnel Assuming you do not have a tiny site with hardly any visitors, there are several likely paths prospects will take towards conversion. Conversion speed optimization can occur at every point in the funnel to enhance the number of people that you push towards the most crucial action. To do this effectively, you need to consider the user experience at each point — what they need, and how you can give them. What is the conversion funnel? The title of your target: This target needs to have a recognizable name so you know what you’re looking in your reports. For instance, Document catch e-book A” or free trial subscription B.” The actual funnel layout: You […]