13:55 – Top ad position may not necessarily convert as well as a lower position
13:59 – Segment data to be able to impact actionable results
14:01 – This is some pretty basic stuff, but I expect that it is laying the groundwork for the more advanced stuff – I certainly hope so
14:06 – 2 types of optimization – pre and post click – optimize both 14:07 – ‘It’s not about getting every click, it’s about getting every profitable click’
14:07 – 1 – Define a conversion and its value before optimizing – determine what brings value to your business, the nprioritize those things – analyze the revenue each conversion point drives and apply the values to your existing campaigns. Finally, educate internal teams on the value of multiple conversion points
14:10 – 2 – Your conversion rate problem may be a marketing problem
14:12 – Have others evaluate your marketing
14:13 – 3 – The conversion process is not linear or simple
14:14 – Track customer paths to conversion
14:15 – 4 – Broaden your data horizons and let the data guide you
14:17 – Optimize on conversion paths 14:19 – Relevant, Engaging, Authoritative, Directional, Yield Optimal – the approach to conversion optimization
14:20 – If your ad makes a promise, make sure the landing page delivers on that promise
14:21 – Message match – match your landing page to keyword and ad copy
14:22 – Match the design of the landing page to banners
14:22 – Match the pages to the identity of your audience – maybe a multi page landing experience to self segment
14:23 – Keep things timely – fresh and up to date
14:23 – Provide a compelling value proposition (substance, not presentation) 14:24 – Emotional Appeal – Persona Marketing
14:24 – Rational Justification – feed the left side of the brain
14:25 – Execute an Affective Design – user centered design
14:25 – Make your pages differentiated
14:26 – Assurances – trust marks or guarantees
14:26 – Accurate and Concrete – avoid fluff
14:27 – Social Norms – you are responsible company – privacy policies, reasonable forms; Social Proof – testimonials, video; Brand Consistency
14:28 – Clear Call to Action; Frictionless Choices; Minimal Distractions
14:29 – Motivations and Incentives; Progressive Conversion – conversion is often about a path
14:30 – Hypothesis – drive a test with a meaningful idea; AB or Multivariate test; Tracking and segmentation – close the loop
14:31 – SEO – make choices whether you want these pages to get picked up; Downstream Ready – what happens after the conversion; Phew – that was really thorough – one of the best ‘How To’ presentations so far
14:32 – ‘Don’t Test Video – Test Which Video’
14:36 – Adding conversion points changes the conversion conversation from ‘if’ to ‘how many more’
14:39 – People spend/share more when they feel safe
14:40 – Simplicity of landing pages rules – practice relentless de-cluttering “
