Ppc

Sep 9, 2010

The world has had a chance to sleep on the news that the telegraph described as.. technology anti-climax of the decade The Telegraph Personally I’m not so sure! If you had seen google’s homepage back when they launched you may very well have said the same thing. Sometimes big ideas and habit changing tools lack the wow factor we come to expect. This change seems to be backed-up by some decent research about how people type their searches into google and lets face it, they have enough data to be sure it is significant.

Sep 1, 2008

Here I descibe in detail my approach to taking a working control landing page and turning it into something all together more effective. My landing page optimization process, fully at work. The current “control” page The current landing page has evolved through vigorous AB split testing on PPC. We utilize our highest volume term for this testing, the “Loans” exact match keyword. We have very similar variations of this page for other terms – with the only difference being the header “Search 100s of loans, unrivalled access to 100s of loans, exclusively for homeowners”.

Jul 30, 2008

Landing page optimization is the process of honing the pages your visitors land on to achieve a particular objective – this could be buy something, read an article or give you some data. I’ve just completed a fantastic course from Marketing Experiements covering this topic – very good material, well presented and the weather was great out in Florida. They have given me this lovely seal to display on my site.

Mar 19, 2008

This design hopes to split the sales messages off onto a front page and then concentrate more on support and reassurance messages on subsequent pages. This design went live in Feb 2008 and so far has had mixed results. Click through rates once customers arrive on the app form are very good but the extra drop-off because of the “pre” page seems to be limiting it to similar performance to the current control design.

Oct 1, 2007

In Sept 2007 I designed a new landing page and added a number of enhancements to the application form. Primarily these were client-side enhancements based on usability. The design was never fully utilized but the application form enhancements were retrofitted to the current site. This new design was an attempt to add clearer messaging and more elements to reinforce the users trust in the site/company. This included a single core message at the top (mirroring the PPC copy in use), three simple bullet points on the left, addition of “lender logo’s” and the added prominence of the “security & Privacy” comment.

Mar 12, 2007

The Central Capital Mortgages site has been running for a number of years with limited profitability. My redesign has made huge improvements and at present other marketing campaigns have been suspended to concentrate on PPC as it has become the most profitable channel for the business. The site went live Jan 2007. This new design went live 26th Jan 2006 and had an immediate impact, with the conversion rate moving from 3.3% to 7.7% on the remortgage PPC keyword on google.