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Sometimes, Adding Friction Improves Conversions

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When I landed on llbean.com through a PPC ad I was greeted by this popup– CLICK HERE TO ACTIVATE button could have been eliminated. They could have just shown the SAVE10 coupon code. Normally, reducing steps improves conversions. But in this case, llbean.com is adding friction (the need to click a button to activate coupon code) and it’s a brilliant strategy. Why? Because CLICK HERE …

Fear Tactics

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I clicked on an abt.com PPC (pay per click) ad and this message caught my attention— Notice the Purchasing from an unauthorized seller may invalidate your warranty text. This is a very effective message for a PPC landing page.  Why?  Because the #1 objective of a PPC landing page is to prevent shoppers from hitting ‘back’ button (and reviewing competing ads).  And that’s …

Clever Way to Capture Email

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On horse.com this popup appears on landing pages— Couple observations— 1: Well designed.  Design matters. 2: Creates sense of urgency via Limited Time ONLY! banner.  Could be more effective if they showed dynamic date.  Example— Offer Ends [current date + 4]. 3: They use a non-generic promo code (0EC211Y8IJ).  This is an important detail because when shoppers see generic coupon …

Come out and Say It

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3ACTIVE is a brand of 3D glasses by Dimensional Optics (dimensionaloptics.com).  3Dglassesunlimited.com is an e-tailer that competes against Dimensional Optics.  Makes sense so far?  Ok. I Googled 3ACTIVE and this paid ad appeared on my screen— With a juicy message like What 3active Owners Wish They Knew. Before Buying – Avoid Regret! it’s impossible to not click the ad.  Clicking the …

Data Breach + Bad Usability = Worst Possible Combo

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Target (the retailer) was hacked recently and 110 million customer records were stolen.  Target took swift action and offered customers free credit monitoring for 1 year.  They sent an email asking customers to visit protectmyid.com and enter their activation code. Let’s think about this from the perspective of a Target customer.  They are obviously freaking out and any personal information …

It Doesn’t Always Matter How You Engage Visitors on Your Landing Page, Just That You Do

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Freedomvoice.com’s paid ad (displayed in my Gmail)– Their landing page– https://orders.freedomvoice.com/free-trial/choose-your-number?t=800-numbers&utm_source=google&utm_medium=cpc&utm_term=800-numbers&utm_campaign=ya&gclid=CIbi45GyirkCFZCe4AodxGYA-g On this landing page, you’re bound to notice this interface– Showing available 800 numbers so high in the conversion funnel seems unimportant, but it’s a very intentional tactic to get landing traffic to click around. Curious visitors (which is all of us) will play around and click the radio …

Helping Shoppers Search Quickly

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Vistaprint.com sells 1000s of business cards (among other things). I saw this ad … … so I clicked it.  That took me to this page– http://www.vistaprint.com/gallery/IAEAAAABAAAAAAA=/premium-business-cards.aspx Screenshot– What I love about this landing page is that it was designed for someone arriving from the ad.  Vistaprint.com realizes when shoppers are presented with 168 X 24 = 4,032 card designs (too …

Clever PPC

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Carouselchecks.com has a clever PPC strategy.  When you click their ad the landing page has this banner message– This communicates to the ad clicker that the discount was activated by clicking this specific ad (what a lucky coincidence for the clicker).  The shopper isn’t told when the coupon code will expire so they’re incentivized to act now (or risk losing …

Measuring the Right Goals

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The purpose of a Pay Per Click (PPC) landing page is to incentivize visitors to get deeper into the site.  Let’s say you want to optimize a PPC landing page and design a completely new layout which you A/B test.  The results show that conversion rates went down a little but 12% more visitors reached product pages.  Should we draw …