PPC & Landing Page Optimization - Chad Ostroff
Transcript of PPC & Landing Page Optimization - Chad Ostroff
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
www.forthea.com
@forthea/@lingokid