Outreach Digital - PPC & CRO for Lead Acquisition - Killer Tactics You Would Die to Know
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Transcript of Outreach Digital - PPC & CRO for Lead Acquisition - Killer Tactics You Would Die to Know
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Lead Acquisition - Killer
Tactics You Would Die to
Know
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‘’Campaign traffic (e.g., paid, social or email traffic) should never be sent to your
homepage, because homepages are for exploration.
Campaign traffic should always be sent to landing pages, because landing pages
focus on conversion.’’
Brad from Unbounce
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“One Page. One Purpose. Period.” – Oli Gardner
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Send people to a relevant and targeted page
Your homepage is a mish-mash of goal oriented communication – and usually for
good reason.
Look for curious explorer type user rather than the person clicking through from a
banner or AdWords link.
One goal, one message, one action. And hence one page – generally a new one –
a landing page.
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What went wrong?
Message not in sync
Description bit different from what’s on Ad Text
Wrong cues - left or right?
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Provide a consistent experience
From ad through landing page and onto the destination site, design, messaging
and tone should be consistent with the expectations your user had at the time they
clicked the link/banner
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Focus the visitors attention with a clear and concise
headline
Does it capture your attention?
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User and traffic segmentation
Am I contractor with limited company?
Have I got my contractor accountant?
Am I new to contracting?
Am I just browsing?
Have I got too many choice?
Am I price incentive buyer?
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Sitelinks examples
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Sitelinks and Conversions vs Avg Pos
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Duplicate URLs Sitelinks
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Not
Always
True
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Proof
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Remove the navigation
Donʼt give people a full-scale website experience.
Lead generation pages are for conversions not for explorations
Keep people's focus on track.
Navigation option you provide dilutes user's attention.
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Footer exemption
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Above the fold
Primary messaging and call to action must be above the fold
Does it really matter anymore?
Ensure that the CTA is present above the fold
Repeated at regular intervals further down the page
There are exceptions
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Repeat your CTA on long pages
Repeat your core message and/or CTA at comfortable intervals throughout.
Helps to reinforce your purpose.
Different people react to different content,
Some users may click instantly some may be ½ or 2/3 of the way through before
they will trust you what you are saying on your landing pages
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Provide extra value on your thank you page
Once you have taken visitors personal data on your landing page - go beyond
that and give them a bonus on the thank you page.
Something useful
Link to related content on your site
Extra free report
Surprising someone and giving them a bonus is great
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Hakuna Matata Level 301 -> JavaScript
Make sure you are in good relationship with your top best and brightest dev guys
JavaScript can do magic...
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Form
Fields
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Smooth
Scroll
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Hot
Jar
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Personalized vs Instant
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Confidence Level (Statistical Confidence)
In statistics, a confidence interval (CI) is a type of interval estimate of a population
parameter. It is an observed interval (i.e., it is calculated from the observations), in
principle different from sample to sample, that potentially includes the
unobservable true parameter of interest. How frequently the observed interval
contains the true parameter if the experiment is repeated is called the confidence
level.
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Confidence Level
The probability that the winning variation of your A/B test had more conversions
for reasons other than chance. Before declaring a winner, you want a confidence
level of 95% or more, as well as a sufficient number of conversions.
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Hot Jar Heatmaps
https://insights.hotjar.com/h?site=213367&heatmap=898456&token=2d8bf22a654
45fb65bddf112f81c1d13&device=desktop&type=click
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http://insights.hotjar.com/p?site=213367&recording=471758896
http://insights.hotjar.com/p?site=213367&recording=470621944
http://insights.hotjar.com/p?site=213367&recording=463794496
http://insights.hotjar.com/p?site=213367&recording=462830871
http://insights.hotjar.com/p?site=213367&recording=462541433
http://insights.hotjar.com/p?site=213367&recording=359113463
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The reason for optimization is to increase conversions. It doesn’t matter whether
the traffic source is search, social, or display ads.
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There are two reasons why people buy products:
To spend money to fight pain
To spend money to pursue pleasure
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Fun Fact
Competitors on the phone
Competitors on the live chat
Create special landing page for them
Scrape previous IP addresses
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Not everything that can be counted counts, and not everything that counts can be counted.
Albert Einstein, Physicist
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