3 Ways To Leverage Audience

Insights to Improve Your Landing Page

Hello!Adam Lundquist

CEO of Nerds Do It Better | Founder Majux Paid Search

@adamlundquist

#7 YouTube Must See Sports Video According to SIFeatured in:

The Presentation

A. Problems With Not Using Audience Insights to Improve Your Landing Page

B. 3 Ways to Leverage Audience Insights to Improve Your Landing Page

C. Conclusion/Standing Ovation

A.Your LPO Problems

You Got 99 LPO Problems, But We Only Have Time For 3

1/3. Problem | Best Practices Not Always Best for Your Audience

Trust Symbol Decreased Conversions by 1.6%!

2/3. Problem | You Are Not Your Audience

▣Demographics/Psychographics▣History/Viewpoints▣Language

3/3. Problem | Blind Optimization

●#BIM ●(Bad Idea Machine)

Conclusion | Your Audience Knows What They Want - Find Out and Give it to Them

B.3 Ways To

Leverage Audience Insights to Improve Your Landing Page

1. Listen InTo Learn How Your Audience Speaks

Why | Listen In

▣Take what they say and say it back to them in their own words

▣You don’t speak like your audience▣You haven’t been through what your audience

has been through▣They will tell you how they want to be

marketed to

How | Listen In

I.Amazon Review MiningII.TwitterIII.Going to events/MeetupsIV.Professional feedback (ex. AVVO)V.KeywordsVI.Quora

Case Study | Listen In (copyhackers)

Case Study | Listen In - 400% more clicks - 20% more form submissions

1. Listen InTo learn how your audience speaks

2. Watch ThemTo See How They Interact

Why | Watch Them

▣Quantitative data▣See how users actually interact with your

landing page▣See where there are obstacles to conversion▣What users are drawn to▣What you haven’t noticed

How | Watch Them

I. Eye trackingII.Heat mapping/Click trackingIII.Hide behind a fence and watch them

Case Study | Watch Them (convert.com)

Case Study | Watch Them - 122% Conversion Rate Increase

1. Listen InTo Learn How Your Audience Speaks

3. Ask ThemTo Understand What They Want

2. Watch ThemTo See How They Interact

Why | Ask Them

▣Qualitative rather than quantitative feedback▣Allows you to get inside your audience's

heads▣Discover problems you didn’t know existed▣Instead of just data you get the “why” behind

the user actions on the landing page

How | Ask Them

I.Chat boxes (also good for conversions)II.SurveysIII.Exit popupsIV.User testing and reviews

Case Study | Ask Them (Optimizely)

▣Qualitative on-page surveys with Qualaroo▣ User surveys with SurveyMonkey

Case Study | Ask Them

Case Study | Ask Them - 12.7% Conversion Rate Increase

C.Conclusion/

Standing Ovation What we

learned

Your Audience Knows What They Want - Find Out and Give it to Them

1. Listen InTo Learn How Your Audience Speaks

3. Ask ThemTo Understand What They Want

2. Watch ThemTo See How They Interact

Thanks!Now for Audrey

You can find me at@adamlundquistadam@nerdsdoitbetter.comwww.nerdsdoitbetter.com(484) 469 - 7736

Citations

▣Who wants to be a millionare | http://professorlayton22.deviantart.com/art/SHE-HAD-TO-ASK-THE-AUDIENCE-48278048

▣Harry Potter | http://img.memecdn.com/99-problems_o_571979.jpg

▣Best Practice Case Study | http://conversionxl.com/conversion-optimization-best-practices-fail/

▣Nickelback | http://unspokenpictures.com/funny-nickelback-concert-dolls-audience/

Citations

▣Jargon | http://usabilityhour.com/wp-content/uploads/2014/09/Jargon.png

▣Sampson | http://usabilityhour.com/wp-content/uploads/2014/09/Jargon.png

▣The Office | http://www.theofficeisms.com/2013/02/meme-isms.html

▣Data Mining | https://copyhackers.com/2014/10/amazon-review-mining

Citations

▣Watching Energy Company | http://blog.convert.com/use-click-tracking-heatmaps-to-improve-conversion-rates.html

▣Tee Spring Case Study | https://blog.optimizely.com/2015/10/07/online-surveys/

▣Porky Pig | http://www.theregister.co.uk/2015/12/04/if_it_still_works_in_six_months_time_count_yourself_lucky/

▣Youtube Video