This Guy is awesome, really helps to rap out some basic web coding and design knowledge!

So there was this great offer that I’ve been watching for about 3 months… solid conversion rates at 11-18%, pretty good price in the PPC networks for the keywords, nice payout, and just a great product. So I build this nice landing page/mini-site with php rotating html automatically optimized to style with best click through rate, conversion tracking, dynamic keyword insertion… the works… So I started sending targeted traffic to it, and got a couple of conversions…. then poop. For like two day, lots of traffic no conversions… NONE! That really gets to me considering I was counting at least a 5% cr… So yesterday I said screw it and scrapped the whole site and started from scratch. I spent about an hour designing a mini-site in Dreamweaver (it’s UGLY), then wrote all my copy and ftp’d to my server. Today I’m seeing what I wanted… conversions.

On that offer I had an eCPC of $2.30. And spending $.05-.40 a click. Thats pretty dam good. My revelation is that people want ugly sites. I also made the big change by adding a “how is this done” section. Pretty much I explained the offer in detail to the end user, no bullshit.

Anyway I’m embarking on an experiment to test effectiveness of landing pages tested under identical conditions. I’ll upload some plans for it tomorrow!

In a conversation I had yesterday with the affiliate marketing guru master he reiterated the basic of quality score to me, plus a little more I didn’t know.

Google says…

“…your keyword’s Quality Score considers the clickthrough rate (CTR) and relevance of the keyword, your ad text, and your landing page”

So essentially it consists of 3 things

1. Click through Rate of your Ad
2. Relevance of Keywords and Ad Text
3. Your landing Page

Nothing new here at all, but I was told a couple more things. In relation to your landing page Google first looks at the content to see if it’s relevant, then looks at it’s trust rank/ page rank, then tries to decide if it’s commercial or non-commercial, and finally assigns the landing page value. The biggest thing I didn’t know about was the Commercial/Non-Commercial part of the equation. Since Google is focused on a good user experience they probably see a non-commercial site being more focused on providing information vs. just coaxing someone into buying a product. They will [edit: in my opinion] obviously also assign a lower minimum bid to a non-commercial site because of probability of less funding.

So next, How do you design a landing page to look more informational? I would definitely say get rid of all words “Buy, Sign Up, Sale” or action words related to buying in the text. Also I would plant more information based words in <h2> tags such as “Info, Learn, How To, Information”.

I’ll start doing some split testing of two landing pages soon, one aimed at commercial one non-commercial, and see if the minimum bid is adjusted.

Also thanks to Ken Savage for his consulting on the matter.

(p.s. If you don’t know how to check the quality score of your landing page, go to your Ad Group, click the “keywords” tab, and the click the “Customize columns” and add the Quality Score tab)

1. Ugly 90’s table based design.
2. Numerous exit points, all in different areas.
3. Non uniform text and annoying high-lighting.
4. Confusing check out system.
5. 4 “P.S” endings.
6. Audio testimonial hard to find.
7. Overusing the “Check” box.
8. Excessive page length.
9. Approx. 6100 words in copy.
10. Pointless price reduction that no one believes

There are 10 things that suck, and there are a lot more on there.

I realize that tons of landing pages are built like this but I can’t imagine why. Honestly every bit of information of that page could be summed up into one paragraph…

If you buy this hot chicks will sleep with you, you will practically get mailed checks for no working (direct deposit is available on request), and everyone is doing it! We have the secret and it will only cost you $97 for this crappy digital pamphlet full of information that can easily be found anywhere on the web! BUY BUY BUY!

I know people make money with this method, but eventually they have to realize that they could have MUCH better results with a more streamlined page that doesn’t make outrageous promises and isn’t as long as The Da Vinci Code.

To better this landing page I would do just a few things.

1. Start Over.
2. Hire a copy writer to write an attractive, relevant title and concise sales letter, no more that 250 words.
3. Get a streamlined Flash video presentation highlighting the methods you will teach and few ACTUAL testimonies.
4. Post a picture of yourself to induce trust.
5. Make ONE exit point. Most likely a sign up/purchase box, that starts with just an email so you can follow up if they abandon the during the checkout process.

So in conclusion, I would advise to keep landing pages short and relevant, maybe have a link to a FAQ, but please don’t parade your testimonial propaganda in front of me like I’m a hungry dog… It’s just bad manners.