November 14, 2012 by 4 Comments

Conversion Optimization 101: Perfectly Persuasive PPC Landing Pages

raven tool landing page above the fold

Last week, in our Conversion Optimization challenge we looked at the following PPC ad: and the corresponding landing page (image capture below): How would you optimize the ad and the landing page? My general guidelines for marketing with landing pages: Start your marketing with your … [Read more...]

Filed Under: Ad Continuity, Content Marketing, Conversion Rate Optimization 101, Landing Page, Landing Page, Lead Generation, Personas, PPC, Scent, Search Marketing, Web Design
October 15, 2012 by 56 Comments

Conversion Optimization 101: When Ads and Landing Page Don’t Stink!

beagle puppy

Last week I asked how you would improve scent from this NetFlix ad and landing page combination, I found while looking at FaceBook on my iPad. From a scent perspective the issues include: a mismatch of languages mixed messaging in the offers image issues - if I was on my iPad the landing … [Read more...]

Filed Under: Ad Continuity, Advertising, Conversion Rate Optimization 101, Landing Page, Optimization, Scent, Social Media, Web Design
October 10, 2012 by 44 Comments

Conversion Optimization 101: Ad Continuity/Scent

netflix FB ad targeting spanish

It was Dr Ed Chi, a Xerox Palo Alto Researcher, as early as 2001, who indicated that humans track information in a similar fashion to the way animals follow a scent. According to an article on the study: People... engage in what [Dr. Ed Chi] calls "hub-and-spoke" surfing: They begin at the center, … [Read more...]

Filed Under: Ad Continuity, Advertising, Conversion Rate Optimization 101, Customer Experience, Scent, Social Media, Testing