This week’s Conversion Optimization challenge is to look at a PPC ad I found on Google for the search term “SEO Management Software.”
Here is the ad I clicked on:
and here is the landing page (image capture below):
How would you optimize the ad and the landing page?
Is this the best ad and landing page based on the intent and buying stage for the key phrase? What things would you like to test here?
*Update: For how we would improve this ad and landing page combination read:
Conversion Optimization 101: Perfectly Persuasive PPC Landing Pages
1) I would consider better associating the “30 day free trial” with the form. I first saw the CTA and thought that the goal was to create an account, which sounds like big deal, but then I noticed the “30 day free trial” text at the top right. I would put that phrase within the frame of the form and change the CTA to say “Start My Free Trial” or something along those lines. “Create My Account” says commitment to me (but maybe that is what Raven is going for).
2.) I would bring the highlighted features closer to the top of the page (or use a responsive design) to keep them at least partially visible on smaller screens (I’m on a 13” Macbook Air). Or use some type of directional cue to tell me that there is more down on the page.
3.) Rather than the paragraph at the top, I’d consider bullet points/checkmarks. Reading 5 lines of full sentences is asking a lot of me at this point.
4.) I’m not getting a clear value proposition here, until I read the paragraph. I imagine that the main heading “SEO Management Software” is meant to match up with the keyword being search for Quality Score purposes, but I would propose a heading along the lines of “All Your SEO Tools in One Place” (taken from the paragraph below the heading). Now I have a better idea of why I’d want to use Raven.
BONUS – This goes beyond editing this page and into creating more content: I would think that a video demo would be fitting here. The question is, will the desire to see more of Raven outweigh the benefit of showing more of Raven upfront?
I would add No Risk to the 30 day Free-Trial on the right hand side of the landing page to continue the information scent from the PPC ad.
I also would test whether words like Cancel or downgrade anytime move the conversion scale for Raven.
I would test reducing anxiety around not knowing if I need to enter my credit card info on a step 2, that’s created by having a price range on the page “starting at…” Perhaps simply remove the price on the page to start.
@Alhan great insight and suggestions
I think the main problem is there isn’t enough information here to make a decision. You have to sign-up to get the information you need.
While that in itself might be the purpose of the campaign I would have bounced if it hadn’t been for your question. My company sees offers for tools like this once a week and use other similar brands (SEOmoz, Crazy Frog etc) so this would be a tough sell anyway. They need to make it easier and more tempting in the first impression.
The only thing that interested me was that they are taking data from multiple sources and that is a bit more unusual. Again though I may have missed that if you hadn’t asked the question.
Grey type on a grey background??!@#$%^
Aaarrrgh
And tiny reverse type, for the features/benefits (and even that’s grey on grey.)
Where’s my gun, I need to shoot another web page designer.
Oooops, sorry, my inner Raoul Duke took over.
Yes, it’s Friday afternoon again and I get a little creatively crazy, better stop now before the going gets really weird..