PPC & Landing Page Optimization

searchHOUChad OstroffDesign & Development Team LeadForthea

August 19, 2015

Chad Ostroff

Professional• 1998• WordPress• CRO• Forthea Team Lead

Personal• Beach volleyball• Mountain biking• Travel• Foodie

WHO

Defined

Landing page optimization (LPO) is one part of a broader Internet marketing process called conversion optimization, or conversion rate optimization (CRO), with the goal of improving the percentage of visitors to the website that become sales leads and customers.

LPO

Testing, Testing, TestingLPOSplit Testing (aka A/B Testing)Testing two versions of a web page for best performance

Multivariate Testing Multiple variables are manipulated trying to determine which variation of elements will perform the best out of all possible combinations

Testing, Testing, TestingLPO

Testing Strategy

• Goal in mind…• Don’t test just to test– Test to validate decisions

• Threshold– Timeframe– Clicks– Conversions

• What defines a winner?• Always test simultaneously

LPO

Split Testing Software

Client-side: Executed by the browser, using JavaScript determines which content to loadServer-side: Software runs on the server, pages are compiled and displayed in its final form

LPO

Testing Platforms

Client-side• Adobe• Convert• Crazyegg• Google Analytics• Optimizely• Unbounce• VWO

LPOServer-side• ClickThroo• Split Test

Accelerator• Azure

Google Analytics ExperimentLPO

• No cost

Advantages/Disadvantages

Client-side• Ease• Time

• Access• Functionality

Server-side• Control• Soft launches

• Language Limitations

• Server Specs• Hardware

Dependencies

LPO

Optimization Strategy

What to test…• CTAs• Headlines• Form Length• Layout• Pricing• Promos• Images• Content length

LPO

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ContactForthea

Chad Ostroff

costroff@forthea.com

www.forthea.com

@forthea/@lingokid