At this year’s Conversion Conference in San Francisco, I had the pleasure of presenting three tactics for getting more bang for your paid search buck. I say it was a pleasure, because it truly was. You see, prior to falling into this crazy world of post-click marketing, I was a pre-click kind of gal. My life revolved around SEO, social media, online PR and of course, PPC.
With the paid search world always in the back of my mind, it was just awesome to present on a topic that merged PPC and optimization so well. Plus, who doesn’t want more bang for their buck, am I right?
As post-click marketers, we understand that every click your visitors make leads them somewhere and we happen to think that should be amazing post-click experiences. The only way to make them amazing to your paid search visitors, is to ensure that they’re giving visitors the right information in the easiest to digest format.
This varies greatly based on whether your visitors search query is considered a high or low funnel keyword. It’s this differentiation that gives you the first opportunity to get more return on your spend. Let’s start with the basic layout. This is what I refer to as PPC meets Landing Page, 101:
Once you’ve identified the type of traffic you have, high or low funnel, you can then start to really think about the type of experience best suited to that visitor’s mindset and where they are in the buying cycle. This is a crucial step.
The Right Format for High Funnel Keywords
Remember, these people aren’t ready to buy, they’re seeking more information and it’s your job to give it to them…without asking for anything in return. These experiences need to:
- Stay problem-focused and solution-driven. It’s about selling the solution, not your product
- Include industry-leading proof and build expert credibility
- Serve a lot of masters coming from a wide range of wants and needs
- Please everyone without disappointing anyone
You see, the challenge with creating landing pages for high funnel keywords, is that you don’t really have a read on your visitor yet and they certainly may not know you. At this point, the goal should be delivering lots of rich content that meets a variety of complex needs without overwhelming anyone and still directing them to an end conversion (easy, right?).
In reality, it’s not easy. In fact, it’s downright hard and often requires a high degree of template creativity and content control.
Need some inspiration? Here are three examples of highly effective high funnel keyword landing page strategies you can try today:
Audience Segmentation: The days of people criticizing segmentation paths due to the increased number of clicks are finally gone, thank goodness! Now, it’s time to really embrace this page layout and recognize that not only is it an ideal way to get hyper-relevant information in front of your visitors, but also gives you invaluable insights into how your visitors bucket themselves and what that means for their behavior.
In this example, a person is required to go through three different segmentation pages prior to completing a form. BUT, that form page has information that’s super relevant to that person because they now know three important things about that visitor that they didn’t know before.
I also appreciate that this experience has a super soft sell. An online demo isn’t hard to commit to and it’s yet another opportunity to provide these people with more information to push them lower into the funnel.
The “long layout”: This layout, also known as the “vertical layout” or “iPhone layout” (Apple is the pioneer of this format), includes a large amount of information on one long, scrollable page. This allows visitors to quickly browse a lot of information without having to interact with the page at all. A suggestions when experimenting with this layout:
- Break your page into easily identifiable chunks, with each chunk containing a block of text and image. This helps a visitor to scroll through and find what they’re looking for without getting lost.
- Because this layout reduces the number of engagement points, it’s important that you try to include some type of scroll tracking functionality to determine how far people are scrolling and what sections they’re stopping on the longest. This will you decide what sections to remove and which to move up.
- Don’t wait till the very bottom of the page to include the CTA! Make sure you include your CTA throughout the page so that someone can convert regardless of where they are. “Pinning” your CTA is also an option, so that it moves with your visitor as they scroll.
This example does a good job with all of the above, on what is actually a three scroll long page. It’s also worth noting that in considering the mindset of a high funnel visitor, there isn’t a form on this page at all, making it even easier for someone who isn’t yet ready to buy to still move through the process.
Microsite: Last, but certainly not least, is the more traditional high funnel keyword layout: the microsite. We love them because it creates a way to include vast quantities of information, video, assets, and all sorts of other goodies in a way that lets visitors choose what they’re most interested in by clicking through the different pages.
We love them more, because if you do them right you can also tag each tab of your microsite, allowing you to gain insight into which tabs have the most interesting and valuable content.
This example is a four-tab microsite WITH a segmentation experience. I am in love people!
As if to increase my devotion, they’ve also included third party endorsements, videos, and customer testimonials. , these things make me happy.
What do you think? Have you tried out any of these layouts for your high funnel keywords? Let us know in the comments below, we’d love to hear your testing stories.
And, stay tuned for my next post. I’ll be giving you the lowdown on low funnel keyword landing experiences, along with some awesome examples.