Segment your visitors using 2 steps landing pages - Scott Brinker

(4:09)

How to segment your visitors using 2 steps landing pages in order to achieve higher conversion rates? What criteria to use in this segmentation process? What are the visitors' advantages of this technique which can double or triple your conversion rate? Watch this video with Scott Brinker to find out more.
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Creative ideas for landing pages with Scott Brinker

(4:49)

Watch this short video with Dr. Wilson and Scott Brinker (a landing pages expert) to find out some interesting ways to develop creative landing pages for your website (more than head line, body copy and form) or... how to increase your conversion rate in a creative way in order to obtain more than the standard 3-4% conversion rate). Realising that "there are no rules in a landing page design" (Scott Brinker) find out real ways to improve your landing page's conversion rates like: multi-page landing experiences, rich media, etc.
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Google Adwords Quality Score: improve it using a more specific landing page

(5:24)

This video contains an interesting case study about the importance of the landing page used in Google an AdWords campaign. The author presents 2 useful different cases in order to emphesize the elements of an optimised landing page for a better quality score. Watch this video to find out what on-page elements to optimize for a OK and Great Quality Score.
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Landing page: how to create a customer oriented landing page?

(3:45)

Here is another interesting video made by Ralph Wilson about how to optimize your landing pages for a better experience of your visitors. In this video he's discussing with a landing pages specialist about how to create pages in order to warm up your visitors by presenting to them the benefits of buying and not only features regarding a specific product. Watch this video (with a lot of exemples) to find an interesting point of view about landing pages.
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Ad Quality and Quality Score for beginners

(9:16)

Everybody discuss about AdWords in terms of Ad Quality, Quality Score, CPCs, but how many know what exactly is the relationship between all these parameters? Watch this recent great video (with exemples) from Google AdWords and you'll find the answer for:
What Quality Score is and how it affects your PPC and ad position (there is an easy to understand exemple with Tom and Mary :) )?
How affects keywords match your ad costs?
How important is the landing page (which have to have unic and useful content) in this equation?
How defines Google a high-quality ad in 3 words?
How to calculate an Ad position?
By what terms is the Quality Score determined?

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Improve your AdWords ClickThrough Rate

How to increase your AdWords Quality Score?

(5:44)

Here is a video regarding the Google AdWords services, a discussion about Google's slap and some ideas about how to fix this problem. What is and on what is based the Quality Score? How should look the landing page in terms of title page, meta description tag, meta keyword tag, keywords density, in order to obtain a good quality score? Why should I have more landing pages for a AdWords campaign?
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Case study: Use Web Analytics to Maximize Your Website ROI - Part 2

(7:40)

This second video contains another interesting case study about a B2B website. The issue was that the paid search marketing program generated only a few costly leads. What was their approach for this problem and… what were the results? There is a diagram with all the important indicators for a better understanding: impressions, clicks, CPC, total cost, conversions, conversion rate, total conversions with their values before and after the improving program. What was the conversion rate before and after the analysis?
Related post: Case study: Use Web Analytics to Maximize Your Website ROI - Part 1

The Power of Bounce Rate with Avinash Kaushik

(4:46)

A great video about bounce rate: what does it mean? How to read this metric? A high bounce rate could mean that the structure, the content of that page is not appropriate? How did the visitors enter on that page? There is any connection between a specific keyword (used by visitors to find my website) and the content of that page? Read how to improve your bounce rate.

Test Your Landing Pages with Tim Ash

by webmarketingtoday (7:22)

A short video on landing page testing: How to do a user-centered design? How to create a segment that identifies visitors? How to organize my website: by functional departments or by groups of visitors? How?

What to Test to Optimize Your Landing Pages

by webmarketingtoday (5:28)

Website Optimizer, What Should I Test?

by Google (1:03:13)

This video is a great introduction to Google Website Optimizer and to testing best practices. How to choose the design of a landing page that converts better? What means to test, to optimize my web pages? How to optimize my content to increase the effectiveness of your web site? What is the relationship between Google Adwords, Google Analytics and Google Website Optimizer? Experimentation ideas that could be used to improve a website (independent variables): copy, testimonials, coupons, color, fonts, sizes, layout, form fields, headline, images, call to action. What are the best practices in web marketing experimentation? What are the main groups of buyers? How they buy? How could I improve my website for these different groups of buyers?
Levels of pyramid optimization (0:35:53):

• functional
• accesible
• usable
• intuitive
• persuasive

Formulas for better results (0:38:18):

• product images tell a story
• test your headlines and copy
• forms and pint of action
• calls to action - get them to click
• don't make them wait

3 ways to test headlines (0:43:23):

• test fractions or percentages to prove your claim
• test asking questions in the headline
• test self-focused (we) versus costumer-focused text (you)

Words really do matter: 12 great ideas to test your text (0:45:14):

• test the offer itself
• test long vs. short and formating (bullets vs. block text)
• text long vs. short sentences and paragraphs
• text punctuation - do dashes work better than comas or ellipses
• test ordering the copy with charts or copy with pix or block copy with bullets. Which comes first?
• test placement of copy on the page

Optimizing forms with point of action (0:47:12).
Add to cart buttons and more: 8 variables, including (0:48:58): wording, shape, size, style, icon, color, location, legibility.
Read more ideas to improve your website effectiveness (64 tips) using Google Website Optimizer.
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