3 ways to leverage audience insights to improve your landing page
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3 Ways To Leverage Audience Insights to Improve Your Landing Page
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Transcript of 3 ways to leverage audience insights to improve your landing page
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
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
