Hey there REW community!
We’re getting ready to make a BIG investment here at REW and we could really use your help and feedback. This will be especially of interest/value to REW PPC customers (and those running their own PPC).
Here’s what we’re doing:
Each year we gather data from hundreds of thousands of keywords, ads, etc, and our typical process is to evaluate, iterate, discover, make small changes etc.
But admittedly, this is mostly “in account” (changing around ads, phrases, match types) all that sort of stuff.
But when it comes to the landing page experience, we’ve traditionally sent traffic to 3 main types of pages:
A: Traditional areas pages: Like Carly’s Nanaimo Real Estate page.
B: Listings only pages: Such a page targeting Nanaimo Homes For Sale, that has a snippet set to Nanaimo Residential.
C: The IDX Search itself (pre-filled out with the appropriate criteria (so like search=Nanaimo, Type=residental Hasphoto=yes
What I’m looking to have the team do (and @Aayaam and @Emma will be helping with this) is do a contained study of the current performance of each of these landing page types against several different conditions. (Let’s reconfirm what IS working)
But also, I’m going to make an investment in testing new options/variations of landing pages to see if there are hidden gems we might consider.
Here is where we’ll start:
First, we’ll do an exhaustive review of top markets of the landing pages our competitors are using. Making notes of all of the things they have that we don’t (or what is different if they have the same thing but done in a different way).
I’ll give you an example: I really like our IDX search. How it is clean and click, has the map and you fly out the filters if you need them. (And it seems to work pretty well)
But what if we’re wrong? What if there is an even better way?
One of our biggest PPC competitors of ours for instance is Real Geeks (They do a LOT of PPC)
And they choose to go this route. (full list having to click to the map and refine). Is there anything to it? Could users prefer this? Who knows! (Let’s test it!)
Inside Real Estate (KVCORE) looks like this (doesn’t seem to be much there, but maybe there is something we can learn?)
There is even this crazy thing! (A multi-step form before you can even get to results). I HATE this experience. But could it be that it actually works? Maybe people think they are at the MLS?
We will look at Ylopo, Sierra, Chime, Boomtown and CINC as well.
So basically research all the landing page experiences, note the differences, and build-out versions of https://www.carlycarey.com (a live PPC client site) and split test / run campaigns against each one.
Each one would have a $500+ monthly budget (each page) so we could be effectively testing over a 90-day period.
So my first question is this - (this is where I need your help, please comment below)
Is there anything else (other than what we find with PPC competitors) you want us to test?
Do you have any examples of awesome pages you feel work really well on your REW sites?
Any competitors you look at and go “wow that site must convert really well because of x”
We’re staffing up here at REW and I’m going to have quite a lot of resources to throw at this, so if you have ideas, we’d love to hear them.
The benefit to you? Whatever we learn gets built into our campaigns (and into Renaissance), so you’re helping us, help you by making your site better.
I look forward to hearing your ideas, suggestions and requests.
Together we can make this product even better for everyone!