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More data on this topic available from:: Email and Landing Page Testing and Optimization Liz Brown Bullock, Small Business Email Dell Inc. Monday, February 25, 2008
More data on this topicavailable from::
Email and Landing PageTesting and Optimization
Liz Brown Bullock, Small Business EmailDell Inc.
Monday, February 25, 2008
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Dell Small Business Overview
Dell offers a broad range of innovative technology and
services including laptops, desktops, servers,
networking products and enhanced services
1 – 100 employee size
Build a focused demand-generation program and
convert subscribers into loyal Dell SMB advocates
Product launches, demand gen, newsletter, webinars,
behavioral targeted programs, eCatalogs, etc.
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Marketing Challenge
Simple Formula:
Email = Get the Click
Landing page = Convert the Click
Weekly demand gen email with
various offers for small business
Marketing Challenge:
Drive higher conversion rates
and optimize profitability
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Subscriber ExperienceLanding page
Dell Deals
Configurator
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Welcome to my world
Different team manages the website
Landing page limitations due to one system content
publisher for dell.com, but only page email can influence
Navigation tabs
Must we ask for
financing before
purchase?
More navigation. Do I
need to check this out?
What’s “dell deals?”
Wouldn’t I get best deals
in email?
Here is the offer I clicked on.
What about accessories for
my desktop?
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The Approach
“To Landing page or not Landing page,” that is the
question!
First Round of Tests: (A/B split tests for 2 weeks)
Determine conversion, units, rev per email, margin
Segment circ between customer and non-customer
Tested Control Landing page, Dell Deals and
configurator (no changes)
Landing page Dell DealsConfigurator
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A|B Split Test Results
Customer Results:
• 23% higher conversion rate going to configurator vs.
landing page
• 25% higher revenue per response on configurator vs.
landing page
Non Customer Results:
• 56% higher conversion rate going to Dell deals vs.
landing page
• 60% higher revenue per response to Dell deals vs.
landing page
C T R convers ion %Rev per email T R U T M U Margin % Rev per respoonse
Test A/Del l Deals same 22nd place 2nd place 3rd place2nd place2nd place 2nd place
Test B/ Configuratorsame WW I N N E R W I N N E R W I N N E R W I N N E R W I N N E R W I N N E R
Control Landing Pagesame 33rd place 3rd place 2nd place3rd place3rd place 3rd place
C u s t o m ee r
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Extreme Makeover: Before
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Extreme Makeover: After
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Extreme Makeover Approach
Question: Will a new and improved landing
page outperform the other pathing options?
The Approach:
Step 1: Wireframe required “must have” elements
i.e. price, expiration, product shot
Step 2: Brainstorm new online/offline offerings that
have assisted in higher conversion
Click to Call, Customer Reviews
Step 3, 4, 5: Test, test, test (MVT)
Step 6: Test optimized landing page vs. other pathing
options (A/B)
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Content Test (MVT)
Will reduction of pathing options keep subscriber
focused?
Will the option to be contacted by a sales rep give
confidence to close the deal?
Will a customer quote help close the sale?
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Control Layout
3x2 MVT test
Combinations on/off
Leasing info removed (no clicks)
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Test Elements
Click to call
Customer
quote
Remove
extra navigation
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MVT Results
Highest conversion and revenue recipe:
No incremental navigation, no Ratings & Reviews,
Click to call option on
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Next steps
Continue testing landing page elements and
enhancements
Cluster Analysis – show products most likely
purchased with x system
Design, copy, visual
Once landing page optimized, return to path test
via A|B test
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Takeaways
• Not only conversion of sale, but revenue and
margin optimization
• Customers and non-customers may need
different site experience
• A/B test great for margin performance, but
slower time to attain test results
• MVT allowed for numerous combinations,
make sure you can be statistically significant
• Find out what other tools convert sales
• Test, test, take a break, then test again
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Credits/Thank You
T3: www.t-3.com
Offermatica: www.offermatica.com
Liz Bullock, Dell
512-723-1997
