Since I stared PPV marketing I have tried a lot of PPV Landing page designs. Most of them tanked, but there’s been a few that have performed really well. I’m slowly getting an idea of what works with PPV. I’ve seen the value of optimizing your landing pages into profitability even if they fail at first.
This campaign was a short form lead gen biz opp offer. I was targeting 1 high traffic domain for this campaign so the first thing i did was mimicked the target website for my LP by taking a screen shot with Snagit.
Then I opened it up in Photoshop and removed the logos and text while keeping the header and background colors.
The next step was to ad the copy. In the header area I added “Welcome xxx.com Visitor!” using the same header font color from the target URL on my LP.
The copy for the LP went along the lines of ” You have been selected for a special offer. Act now to get paid to blah, blah blah”. Followed by some bullet points consisting of the ways people could make money by completing the offer on the next page. Again using the same font and colors that were on the target URL.
The were no images on this LP.
I made 2 variations of the LP with the only difference being the CTA buttons. CTA buttons made in the same colors as the target URL. “YES! Sign me up!” and “Continue” were the two buttons.
After letting this run for a day or two, one button out performed the other one with a 6.98% CTR compared to a 4.9% CTR. It generated some leads but was still the red zone losing money.
I thought the CTR was decent enough so I tested similar offers on the back end. After rotating the 3 different offers with the best preforming landing page I found the ugliest offer Landing page got 90% of the conversions, so I went with that offer. It’s interesting how the ugliest offer page converted the best. I would have chosen the “more professional and polished” offer LPs, so that goes to show that you should always test despite what you think will work.
What else could I do to get this into the green? The next thing I tried was to add some audio. The audio basically said the sub headline out loud. I was hoping it would grab the attention of the visitor more. To my surprise this actually hurt the CTR and conversions.
What next? I had this crazy idea the next day while driving down the highway. (This one actually worked unlike my previous idea of a landing page that injects a smell through the users computer to trigger a higher response level.)
My idea… Using a survey to engage the user … with a series of questions.
I thought “What series of questions could I ask the visitor that would lead them to the conclusion that completing the offer is the only logical choice, and to not complete it would seem silly?”
Imagine this scenario for a second: You’ve just busted your ass at your job all week, it’s Friday afternoon and your boss comes into the office and places your pay packet – a noice pile of crisp $100 bills on the table for you.
Would you leave it there?
No way, you’ve earned that money! Of course you’ll take it! Well that’s the same feeling I wanted the user to have after completing the survey. Or as close to it as I could get.
The next part was simple, ask them 4 to 5 questions to which I know the answer would be “Yes”. This get’s them in the yes frame of mind and more ready to comply and fill out the offer. These were questions that would qualify them for the offer.
Note: For this to work the only options to the questions can be “yes” or “no”. At the end of the survey some text like “congrats! You’ve earned … Claim your xxx here now!”
This worked surprising well. The CTR went up to 13.04% and conversions increased from 1 per day to 6 per day with the same test budget. Now this was in the green.
I thought to ad a count down timer to further increase the CTR and ROI.
I added some more text to the sub headline : “Take our quick 60 second survey”. And placed the timer at the bottom of the landing page set to countdown from 60 seconds.
So that’s how I took a losing campaign into a winning campaign. This technique could be used on a variety of different offers, so I’m keen to try this out in some other niches.
For anyone with ADHD who just scrolled to the bottom of this post here’s what I learned from this campaign
- . Mimicking the target URL on your LP works well. So long as it’s a high traffic target. It’s frustrating when you go to town optimizing your LP and you get it into the green. Then you set your budget to $500 a day and open the flood gates to a torrent of money, but it still only chews $12.14 per day. DOH!!
- Engaging the user with a survey increases CTR
- Asking 3-5 questions in surveys to which they’ll answer “yes” works like simpsons donkey
- Countdown timers work well to increase CTR
- Inter-activity pays on PPV landing pages