<< by on June 11th, 2013
Lance Loveday of ClosedLoop begins his presentation, Winning at SEM in an Experience-Driven World, with examples of how good user experience design is evident in the work around us. And some examples of how, sadly, bad design is as well. Then Loveday dives into how the user experience relates to successful search engine marketing. Spoiler alert: it’s good landing page optimization (LPO).
So many people don’t consider design an important step, more of an afterthought. But when it is done well, it just “feels right”. Those companies who do take good user experience seriously, have seen great financial gain as a result of the attention paid to UX.
Q: How do you really move the needle for a mature, well optimized campaign? A: Landing Page Optimization
When accessing your landing page optimization strategy, don’t fall into these common pitfalls:
- Predefined templates: you can do better than these
- “Best Practice” design
- Stopping at the landing page: optimize the entire buying process
- Set it and forget it
- Do nothing
So how do you infuse UX into your SEM?
Don’t break the user’s mental model
Maintain consistency from the keyword to the ad, to the landing page. Customize ads with unique CTAs that will have their own, unique landing pages with a consistent offer.
Use hot triggers to generate persuasive momentum
The way to generation persuasive momentum is by providing motivation, ability and a trigger. If you can get people to take one step, they are more likely to take subsequent steps. All you need to do is put hot triggers in front of motivated people.
Design for desired behavior
Give the visitor a sense that they are in the right place, a sense of what the offer is (and create desire for the offer), then give them a way to convert. Design to appeal to different personality types -scanners and readers. Leads and quality leads will increase.
Never be satisfied
Don’t be afraid to keep improving. User expectation and state of technology is always advancing, so should your pages?
- Don’t think of LPO as a tactic, think of it as a laboratory
- LPO should be managed like SEM
- Test hypotheses, not opinions
- Let your data drive your test plan
- Let your business goals drive your strategy
- Let your users drive your creative
- Apply user insights/research
- Test among good options (TAGO)
Using the principles presented above to meld user experience with with SEM and LPO, you can achieve search dominance.