The power of Landing Page Intelligence from iSpionage
Today we’re going to talk about how to use iSpionage’s landing page intelligence to get insights for how to improve conversion rates for your own PPC campaigns.
To get started we’re going to use the example of GoDaddy. It’s an example we’ve used a lot, so I put in Godaddy.com here, then I click search, and once you get to the results, what you’re going to want to do is you’re going to want to click on the Landing Pages tab. We’ll go here to the Landing Pages tab, and this section shows us not only what landing pages Godaddy.com is using for their campaigns, but it also shows us which keywords and which ad copy they are grouping with those landing pages. We have the keywords, we have the ad copy and we have the landing pages.
What you want to do is you want to click through different competitors, different advertisers to see what they’re doing to convert their traffic and to see what you can learn from their landing page design, their offers, their call to actions, things like that. Once you see a page you can click on it and you can actually see a full version of the page by clicking in. What we have here is one of GoDaddy’s landing pages. They’re using this one for terms like “1 dollar domain,” “buying web domain,” et cetera. We see their offer, their offer is “Compare and Save Big! 99cents.com domains, one per customer, Hurry, get yours now!” They allow you to search for domain.
They’re doing a couple of things here. First of all, they’re offering a really low price on a domain to convince people to buy a domain, and then secondly, they’re using the search function to get people to get started by searching for whatever domain they’re looking for and interested in. In this example, you might learn that, okay, actually what GoDaddy’s doing, even though they’re a hosting company, they’re offering cheap domain names at a lost lead, because once you sell a domain name to someone the opportunity to upsell them hosting services, you have the opportunity to upsell them web security, web design, email and Office, and things like that. The name of the game here is to get customers in the door, get them to buy $0.99 domain. Once they’ve spent that money, once they’ve become a customer, then you have the opportunity to sell them more products and more services.
You can look down here and see the other things that they’ve done, and see if there’s anything you can learn from the design. For example, they have 24/7 support phone number up here. There’s just different things you can scan and learn. That’s an example of what you can do. You can study your competitor’s offers, their design, their conversions strategy. In GoDaddy’s case, they were converting people to try to convince people to do a search versus a free trial or something of that nature. What you can do is you can also view these pages in two different ways: as you can see we’re looking at a list view before, now we’re looking at it in the tile mode. You can browse through all their landing pages fairly quickly to see what other designs are they using, what other landing pages are they using. Okay, this one looks interesting, let’s check this out.
Okay, so this is a similar offer, $.99.com domains, one per customer, looks like they’re testing a different design here. By scanning the different landing pages we’re able to check that out. Yeah, so that made it really easy to look at GoDaddy’s landing pages to get a quick grasp of what types of pages they’re using what types of offers they’re running, things like that. You can also click on the competitor’s tab, here, and this allows you to see all the landing pages from other advertisers. You can scroll down and you can see what types of offers, what types of conversion funnels are other pages using, other hosting companies.
This one, rackspace.com, let’s say they’re a direct competitor of ours, I’d like to click on them to see how they are converting their traffic. They’re using kind of a standard [inaudible 00:04:07] landing page, validated architecture designed to minimize downtime, DR to the cloud, best practices … I don’t even know what that is. But really all of their emphasis here is on the [inaudible 00:04:21] form, so as compared to GoDaddy’s approach, which is selling domain name, they are doing this approach of generating leads that they can follow up with. A little bit of copy here a little bit of explanation, pretty simple, straight forward landing page. You may be interested in creating a page like GoDaddy’s and learning from their conversion strategy, or you may find something from a site like Rackspace and you might learn from their conversion strategy.
As we’ve seen, iSpionage makes it really easy to survey the landscape, to quickly look at landing pages from different advertisers, so that you can gather insights for your campaign, and so you can consider other strategies. Maybe you realize you need to update your landing page design. Maybe you realize you need to implement landing pages because your competitors are all using landing pages and you’re still dropping traffic on your home page. Or, maybe you just learned a different type of conversion funnel so you’ve been doing a lead gen campaign like Rackspace does, but then after looking at all the different landing pages you realize maybe you’d like to try an approach like GoDaddy where you sell something cheap first, and then you do an upsell later.
Whatever it ends up working out, this type of information is only available from iSpionage. iSpionage is the only company that’s grabbing screen shots of competitor landing pages that make it really easy to survey the competitive landscape to learn what type of copy other sites are using, what type of call to actions they’re using, and then so you can just use that to come up with ideas for your campaign.
Get ideas for your landing pages design by studying your competitors’ A/B testings.
Something else we’d like to talk about is that it’s great to spy on other competitors, especially ones with very large budgets. Let’s say you don’t have the time or the money to run that many A/B tests and optimize your own pages, but you can actually piggyback off of some of the testing efforts and some of the learning things that other bigger companies have learned through maybe CRO Consultants, or CRO teams that have worked for them. By using this information, by surveying other competitors, by studying what they’re doing and how they’re converting their traffic, you’ll learn some things that you don’t want to do and you’ll say, “Okay, I don’t like this approach,” but you’ll learn things from other people that they may have spent thousands of dollars to implement, thousands of dollars to test and to find, and you can benefit from that and learn it in a couple of minutes, and then implement a test on your site and you don’t have to spend the thousands of dollars and hundreds of hours that other sites have to spend.
That’s the quick run down on how to use iSpionage landing page insights to gather intelligence for your campaigns, and to improve your conversion rates. We hope it helps and if you have any questions. Feel free to get in touch.