PPC Tips: better converting landing pages

-Repeat the search phrase in the headline, expand the keywords with benefits, have customer ratings and use site links.
Kai Radanitsch, www.Landingpageguru.de

- Lay out text content with a skim, scan, read approach.
Kai Radanitsch

-Establish your primary and secondary goal. A primary goal is usually for a site visitor to buy, a secondary goal can be for them to share the page or product on Facebook.
Kai Radanitsch

- Keep social requests and social calls to action to the thank-you page. Your customers will be most receptive there.
Kai Radanitsch

-Don't just think keywords and landing pages, think people and personas.
Guy Levine, Returnondigital.co.uk

-When you have identified the personas of the people who buy from you, it's possible to use images of people who represent them to create a channel to segment users on the website.
Guy Levine

-Be efficient. Do big tests first and then undertake the smaller tests second. So make a drastic change first, and pick the best converting page to make subtle changes to.
Guy Levine

- With a PPC campaign you want a tight correlation between keyword and ad copy.
Guy Levine

- A/B testing can work better for smaller websites than complex multi-variant testing.
Guy Levine

- In some sectors in the UK, green call to action buttons can outperform red buttons.
Guy Levine

- Three key things to convey on a website are: We are the experts; this is why you should buy from us; then please buy from us.
Guy Levine