Step 1: Design a snazzy website.
Step 2: Drive traffic to the site.
Step 3: Invest in the visitor experience.
Result: Great ROI and Success. Time to celebrate!
Not so fast.
All too often, companies focus on steps 1 and 2, but seem to skirt over crucial step 3. We’ve all heard the service mantra, “the customer is always right,” yet numbers seem to indicate that we don’t believe in this adage. On average, for every $92 spent on SEO, Paid Search, Display, and Email to drive traffic to their sites, brands only spend $1 testing and optimizing the landing pages greeting these visitors. Getting potential customers to a site is only half the battle. Keeping them there is just as, if not more, important and the only way to keep them engaged is to give them what they want.
Customer behavior should inform your marketing strategy. Every action or inaction a potential customer takes on a landing page is direct feedback to consider. Monitoring the way customers move around a page can tell you what’s working and what isn’t. Landing page optimization is all about taking that feedback and giving customers the experience that they want. Testing different elements of a webpage is vital to driving potential customers to the specific action that they want to take. Investing in the customer, by continually testing landing pages, will most assuredly be rewarded with a greater ROI.
And yes, “the customer is always right.”
After this webinar you will:
• Understand the consumer decision journey.
• Learn which landing page elements can and should be tested.
• Increase ROI via landing page testing.
Sam Kang is a Senior Manager of Paid Media at The Search Agency, working closely with clients to develop and execute Paid Media strategies, including but not limited to Paid Search, Display, and Mobile. Prior to joining The Search Agency, Sam worked in traditional media as well as online media. At The Search Agency, he previously worked in Landing Page Optimization (LPO) and chaired the LPO Leadership Council. He received his Bachelor of Arts degree in Political Science from Yale University.
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