Know-How Exchange : Customer Behavior

Does membership cost? If so, prove the value for the membership.

If it doesn't, what sign up information do you require? The less you ask for, the more people will sign up.

What keywords that you are targeting are producing conversions?

Are you targeting the right keywords (i.e., does your offering align with the keywords)?

You need to test a variety of options and then continue to optimise these options as you learn about what works and what doesn't.

Make sure that you are set up to achieve this by using appropriate tracking software - like Google Analytics.

Start by developing 4 different landing pages that your SEM campaigns can be directed to. Test the following options:

Price of membership
Benefits of membership

Come up with 4 different ways of portraying these on the landing page. ie

1 Full price followed by membership benefit
2 Membership benefit followed by full price
3 Discounted price followed by membership benefit
4 Membership benefit followed by discount price.

These are just examples. You might have other ideas on variants you'd like to test.

After round 1 of testing, take the best landing page and use it for the majority of your marketing.

Test new variations and try to beat the results from last time. If you do, add that page to your main marketing communication. Keep testing and keep optimising.

Hope this helps,

Andy