Optimizing the Conversion Potential of Your Landing Pages

What We’re Going to Discuss

Part 1: Use Cases

Part 2: King Schools Case Study

Part 3: Conversion Optimization Tips

Use Cases

Represent an important or common task that your visitors will be trying to accomplish

•Roles of your visitors

•Tasks or goals of your visitors

• What’s important to them• Level of knowledge• Location in research cycle• Where they’re coming from

Roles

Pre-research Early research Comparative Research

Detailed research

Price comparison Ready to buy

Tasks

2-Step Use Case Process

Creating your use cases

Evaluating site based on use cases

• Get Sales, Marketing & Customer Service involved• Use your analytics• Look at your competitor sites• Consolidate similar use cases

Creating Use Cases

• 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

Evaluating Your Site

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

 Couple who’s never been on a cruise

wants to see if it’s the right type of

getawaySpecific 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

Use Case Example #1

What’s Their Goal?

Use Case Example #2 

Couple looking to book a bargain cruise

Specific Task & Intent: Retired couple looking to take advantage of bargain priced last minute available cabins and are ready to book if they can find a great deal.

• Flexible travel dates• Open to most destination & cruise lines• They are experienced with cruises

What’s Their Goal?

Your To Do List

Select your Use Case Team

Develop 4-7 most common Use Cases

Evaluate your site based on Use Cases

Modify your IA and Pages

King Schools, Inc

Pamela OlsonMarketing Manager

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

Our Website Has Binders Full of Landing Pages

Private Pilot Get It All Kit

Use Cases Role TaskNew to flying, hasn’t begun training Needs information

Started training, received various recommendations

Compare King versus competition

Father is a pilot, wants to get license Ensure that they will learn everything

Very familiar with flying and value-minded Ensure he’s getting best value

Just started training & Instructor recommended King Schools

Purchase course

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?

Original Landing Page

Keep Scrolling…

Test Landing Page

Test Results

Testing dates - July 1, 2012 through September 15, 2012

New Page Control % Change

Conversion Rate .69% .34% 103%

Number of orders 125%

Test Landing Page Critique

No trust & credibility

No way to print or email page

No social sharing

No search box

Recommended Landing Page

Private Pilot Get It All Study Kit

Get It All Kit Overview

• Pass Your Knowledge Test—Guaranteed!• Ace your Checkride – Guaranteed!• Learn how to takeoff and land, communicate on the radio • Be prepared for your cross country flights

Product Details

Price: $579 (Valued at $1,149 when purchased separately)In StockCustomer reviews

Everything you need to easily pass your Private Pilot FAA exams, PLUS build on your aviation knowledge for years to come.

• Learn what to expect from an actual FAA examiner• Master every maneuver with exciting in-flight footage• Laugh & learn with John and Martha´s trademark teaching style• Pass your tests the first time or it´s free!

Home > Private Pilot Courses > Get it All Study Kit

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• Private Pilot flying tips• Product news• Special offers

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Getting My License

Is this Kit Right for Me? What I’ll LearnWhat’s Included Why Choose King

What I’ll Learn

You 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 details

The 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.

It’s 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 you’ll 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

Getting My License

Helpful Conversion Tips

Aesthetics

Marketing

Context

Usability

Usability

Marketing

Context

Aesthetics

Aesthetics Usability Marketing Context

Optimizing the Conversion Potential of Your Landing Pages

Brian LewisCEO

Solutions-insight Interactiveblewis@solutions-insight.com

760-207-3101@ImAnonymous