The question is: Do you assume the average user who lands on your landing page to be logical when making the purchase?

This question is an easy yes/no question, but it is also a question that takes years of experiences and it might take hours to answer. Below is my take on this question.

It depends on the product, price, user’s current browsing mode and the niche.

If your ankle hurt like crazy from arthritis while searching for a remedies and you found a landing page selling arthritis supplement that claims to fix your problem, you might be an impulse buyer.

If your ankle has been bothering you for a long time from arthritis and you have finally decided to search online for a remedies and you found a landing page selling the arthritis supplement, you might be a logical buyer.

If you stumble upon a dating site while your dick is hard, impulse

If you have been looking and want to get marry then stumble upon a dating site, logical

If your product cost only $10.99, I would say mostly impulse buyers

If your product cost $1099.95, then it is probably attracts more logical buyers.

Therefore it really depends.

It also depends on how you construct your landing page, depends on the traffic you are bringing in, depends on the keywords you are targeting. You need to really connect with your potential customers to get that conversion. You need to map their current mindset with the right landing page to be able to have a successful conversion. Knowing their mindset and show them the right landing page at the right time.

People lands on a dating landing page at 9am and 9pm are going to have different mindset. One might be looking for a soul mate to wake up and have a life with while the other one might be just looking to fuck.

This is why I always have multiple landing pages for customers with different mindset and for different keywords I target.

Knowing what your customer is thinking and connect them to your product with the right landing page, right price point is the key to success.

In the world full of information, consumers become smarter and smarter. They research and try to make better decision before they make a purchase on the almighty Internet.

When they engage your product for the first time, it is safe to say a lot of consumers will be researching for your product. If you own a brand of any kind, it is common to see those search phrases in your analytics.

• Where can I buy <insert brand name>
• Does <insert brand name> work?
• <insert brand name> review
• <insert brand name> side effects
• can you get <insert brand name> at <insert location>

People are interest in your product, they want to learn more about it, they are researching it. The real question is “are you providing enough information on the world wide web to fulfill their curiosity?”

Write some reviews about your product and post them on squidoo, ezinearticles, blogs and PR sites.

Write some articles about your product ingredients, side effects and where to get them

Give those customers some good stuff to read and improve your conversion rate. Manipulate the hell out of SEO results to benefit yourself.

How shitty does it look when someone is looking for your product review and google came back with nothing, ZERO results? Google showing nothing is worse than showing bad reviews.

To sum it up

• Think about what type of search phrase people would search before they buy
• Write some amazing articles around those search phrases
• Post them around the internet on varies article sites, blogs and PR sites
• SEO those articles with your brand name and targeted search phrases.
• Start doing paid traffic
• ?????????????
• PROFIT!!!!!!

Good luck!

Here is a list of things that gets your visitors’ attention, in the following order.

1. Site theme/layout, overall feel of the site.
2. Landing page headline
3. Video, audio, talking model
4. Pictures
5. Landing page copy
6. Call to action

This should be your landing page split test order except you want to test call to action before landing page copy because a lot of people tend to click around before they start reading.

A crappy theme/layout can only get you so far no matter how much time you put into split testing a crappy layout.

When a user lands on your site, you have less than five seconds to grab their attention. Make sure your landing page headline and pictures are connected with your ad title, because those two things are the first elements a visitor will see when they land on your site.

If you use pictures of people on your landing page, make sure the people in the picture represents your demographic

Some other landing page tips from Drew Eric Whitman, author of cashvertising

• Direct people’s eye flow with arrows
• Don’t design with white text on black background. It reduces readership up to 70%
• Sans serif printed body copy reduces ad readership by 53.3%
• Times New Roman is the least preferred font online
• Always put captions under pictures. They get 2-3x greater readership than body copy
• All caps slows readership by 11.8%

People on search engine have three mindsets/modes
Browser mode
Research mode
Buying mode

Now, let’s exam the entire consumer purchase process.

1. User browse around and thought of something (Browse mode, oh shit, that chick got white teeth with sexy smile)
2. User wants to know more about how to get white teeth and type in general keywords into search engine (Research mode, teeth whitening kits/strips)
3. User done with research, type in specific product detail trying to make a purchase (buying mode, Crest Whitestrips )
4. After typing in the buying mode keyword, user sees search engine listings, and start clicking shit trying to compare price and make a purchase(buying mode being turbo charged, start clicking all the sites that sell Crest Whitestrips)
5. User browsing merchant website, clicking on the items and adding them to shopping cart (buying mode super turbo charged, Crest Whitestrips in the shopping carts)
6. User clicks on check out and completes the purchase

PPC only give you control up to step 3, but PPV gives you control all the way down to step 6 (with less and less volume). People deeply involved beyond step 3 are in a more firmed mindset that they are ready to buy compare to people in step 3

If you are good at PPC, just analyze your ppc campaign and apply it to ppv

Set up two campaigns.

Campaign one – unlimited budget, accelerated ad spend.
Take all the profitable keyword with volume, exact match only, 1 keyword per adgroup, write a specific ad for each keyword. I have campaign with ad CTR as high as 40% to 50% on search, MILK every single impression if keyword is profitable.

Campaign two – set a budget you feel comfortable with. Take all the profitable keyword with volume, broad match only, 1 keyword per adgroup, specific ad for each keyword and also, a SHIT LOADS of negative keyword. I meant, a LOT of neg keyword. My broad campaign has close to 4k neg keywords.

Here is what’s gonna happen with campaign two. You will get three types of keywords.

Profitable keywords very similar to what you are bidding on, no volume. Take acai berry for example, you will get clicks like rachael ray acai berry coupon. Those don’t have volume to justify its own adgroup, you can ignore it.

Profitable keywords very similar to what you are bidding on with volume. Take those out, dump it into campaign one, exact match it, milk it.

Unwanted keywords that goes with your profitable keywords. for example, acai berry scam. Take the unwanted keyword, dump it into your neg list, grow that list.

Milk every dollar out of one keyword, then start testing new keywords in exact match campaign, profitable? move it to broad campaign, rinse and repeat.

PS. You can forget about phrase match, volume ones are covered by exact match, no volume keywords are covered by broad match, in my experience, I see no benefit of phrase match.

Stage 1 – Your potential consumer knows absolutely nothing about acai berry.

Stage 2 – Your potential consumer learned about acai berry from a fox news article, watching ophra show, saw it on dr. OZ tv show, heard it on radio or whatever. I like to call this first media encounter

Stage 3 – If they are dumb enough, they would have bought the product right away after their first media encounter without doing any research on their own, however, for those that didn’t convert right away, they have a pretty good idea what your product is and they want to learn more about it. Now, your consumer is in research mode

Stage 4 – This stage is where search engine comes into place. Sadly, as search engine marketer, we are picking up media buyer’s left overs, we are left with the smart ones that want to do more research on the search engine. This also means those consumers are harder to convert to a certain degree, because they still have doubts, they want to confirm what they have learned from the media they first encounter.

Stage 5 – Now, let’s analyze the media landing page, look at the ACTUAL media that gave the consumers their first media encounter and think what keyword would I use to research after I encounter this media.

• You learned about acai berry from Oprah, Oprah Acai Berry.
• You learned about acai berry from Rachel Ray, Acai berry rachel ray
• You heard it on radio that acai berry is high on antioxidant, acai berry antioxidant
• You saw it on TV that acai berry can improve sleep, acai berry insomnia

Stage 6 – Now you have your base set of keywords, it is time to construct your landing page BASED on those keywords. This is very important, because you need to map your landing page to your consumer mindset to get the best conversion. What’s the consumer mindset here? They read/learn about the product. They like it, they want to try it, but they aren’t sure, uncertain, that’s why they are researching. They are looking for ASSURANCE in their research process, so basically as long as your landing page provides ASSURANCE and it CONFIRMS what they see / learn from the media, your conversion can be decent.

Think about your own mindset when you do your product research, it isn’t that complicated.

Stage 7 – Landing page. Dynamic landing page can be very powerful here. If I learn about acai berry on oprah and I google search oprah acai berry, click on an ad to your lander, I am expecting to see Oprah. If you don’t show me Oprah on your lander and show me rachel ray, you failed to map your landing page with my mindset and I may not even know who the fuck rachel ray is. Same logic applies to every keywords.

Conclusion -

1. Pick the golden/converting keywords from the actual media that gave your consumers first impression
2. Construct a landing page that has those keywords and provide your consumers assurance on your landing page
3. ?????????
4. Profit!!!!!