What landing page elements can increase your online paid search conversions? Find out in this session! Multivariate optimization testing of images, headlines, description/copy, page layout, font, form field format, and other landing page elements can significantly increase the number of Google Grants or PPC visitors who complete a donation form, sign a petition, or sign up for email newsletters. Tools such as Google Website Optimizer generally use a single conversion rate to determine which combination of landing page elements are the winners with respect to driving conversions.  But, what about other valuable, more complex metrics such as Avg. Time on Page, Multiple Goal Conversion Rates, Bounce Rate, Exit %, and Full Navigation Analysis? Based on our PPC microsite landing page experiments utilizing a combination of Google Website Optimizer multivariate tests and also Google Analytics, we'll explain how you can find out which landing page elements not only increased conversion rates, but also led to in-depth visitor engagement in the content of the campaign microsite.

Session Takeaways:

1. Practical steps on defining your paid search campaign microsite landing page goals and formulating a test performance hypothesis

2. Guidelines on defining the best three to five initial page elements to test and setup tips on integrating conversion rate data with

3. Case studies from Google Grants and PPC campaign microsite landing page conversion optimization testing experiments

Level:  Intermediate