In this Quick Win Clinic, we see a page that has several positive factors going for it. Our attention is captured. But just as the conversation gets rolling, it seems to end and we are left hanging, even a little confused. Watch the video to see where the mistake was made and get some free advice on how to keep the conversation going with your customers

PPC Landing Page Tip #1: Combat Bots with Honeypots

“The simplest way to implement a honeypot is to add a hidden ‘test_email’ field in addition to your ‘email’ field to your form. This will trick the bot into completing both fields, and your human prospects won’t know it ever existed.” Once the leads roll in, simply filter out any in which the text_email field were completed, exclude those IP addresses (more on that in a minute), and focus on the real leads. 

PPC Landing Page Tip #2:  Reconsider Your Customer Reviews

If you really want to include customer reviews on your website, do so in a place where you aren’t sending paid traffic. Develop a separate testimonial page and test it as a sitelink extension if you think it would have value. Even if every customer who has interacted with your business has had a positive experience, if you’re going to leverage the power of social proof on your landing pages, curate it first.

PPC Landing Page Tip #3: Make Sure Your Landing Pages Load Like a Slayer Riff

Improving landing page load times isn’t a one-and-done proposition. Instead, it often takes a handful of subtle changes. To get an idea of where you’re at, throw the URL for one of your landing pages into the PageSpeed Insights tool.

• A/B tests are not about guesswork. Don’t start without knowing what you want to test, how this change should modify user behavior, why users should react to it positively and what results you expect to get.
• Base your hypotheses on data. Here’s our toolkit for experiments, from the top the funnel to the bottom:

1. AdWords to analyze clicks and spends
2. Inspectlet to monitor user’s actions on a landing page
3. BigQuery+Tableau for tracking what happens after the user clicks the “Try It” button (registrations, pages viewed in SEMrush reports, payments, refunds, etc.).

• Remember the importance of statistical confidence. Use tools like Convert, Optimizely, VWO or others to determine when the data you’ve gathered is enough to evaluate the results.
• Question “universal truths.” 
• Silver bullets are hard to find. 

"First, Some Question Tools You Should Be Aware Of...

• SERPstat
• Answer The Public
• Quora
• MyBlogU

Question don’ts:

• Avoid open-ended questions
• Avoid generic and hard questions
• Avoid giving too many options

Question dos:

1. Introduce a personal story
2. Define the target customer
3. Make it impossible to answer no
4. Try a first-person question
5. Go straight to the point
6. Pique curiosity
7. Play with your brand name"

1. Know Your Target Audience
2. Define Your Unique Selling Proposition
3. Create A Powerful Headline
4. Mobile First
5. Use An Obvious Call To Action
6. Always Be Testing

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