Your PPC ads are getting you visitors. What can you do to be sure your landing pages are converting them the way they should? David Szetela takes you through the basics of assessing your pages, from refining your copy, to simplifying your forms, and maximizing the impact of your imagery. He'll show you how to prioritize the page elements you should be testing, and build A/B and Multivariate tests with Google Website Optimizer.

Length: 20 min.

You will learn:

• How to prioritize the testing of page elements to get the biggest impact on your conversion rate.
• Why you need to whittle your text down to the bare minimum necessary for users to take action
• Why bulleted text works better than paragraphs
• How to craft messages that are time sensitive
• How to craft messages that are emotionally compelling
• The difference between "Statement" and "Question" messaging
• Why your contact form should require as little information as possible to complete
• The importance of Heroes and Calls-to-Action
• How to set up and run A/B and Multivariate tests in Google Website Optimizer
• What to do next after you've implemented your winning test results