Date post: | 31-Oct-2014 |
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Technology |
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Five Tips for Landing Page Optimization
Tom WentworthVP, Web Solutions
[email protected] @twentworth12 on Twitter
Agenda
What is Landing Page Optimization
Five Tips for Landing Page Optimization
Additional Resources
Questions and Next Steps
What is a Landing Page?
Revenue, Leads, Subscriptions, Registrations, Donations, etc.
What is Landing Page Optimization (LPO?)
z
Optimize conversion rates through testing the page
factors that influence user actions
Optimize Landing Pages with Website Testing
Test copy, images, pricing, call to action, layout
Track Revenue, Leads, Subscriptions, Registrations, Donations
A|B vs. Multivariate
Five Tips for Landing Page Optimization
1. Select the right tool for the Job
2. Testing the Three C’s
3. Pick the Right Pages
4. Know When to Hold Em…
5. Rinse. Lather. Repeat.
#1 Select the Right Tool for the JobWhen to use A|B vs. Multivariate
#1 Select the Right Tool for the Job A|B Testing
Test Broader Page Concepts “Low Hanging Fruit” Lower Traffic Requirements Difficult to Control External Factors
Multivariate Testing More Learning More Complexity, Planning, Traffic
Starting with A|B Testing
A B(Leader: A – 44% more Registrations)
Evolve with Multivariate Testing
B
A
D
E
C
Ektron Marketing Optimization Suite at Take Charge America
Challenger Champion
38% - 4% over lift
Landing Page Optimizationat Lloyds TSB
Full range of banking and financial services
5th largest bank in Europe
Results: 90% increase in visitors 150% increase in leads 30% increase in visitor
to registered lead conversion rate
#2 Testing the Three C’s
Content, Copy, Call-to-Action
#2 Testing the Three C’s
Content Test Images, layout, forms, rich
media, social widgets Copy
Strong, Clear, Direct Headline Call To Action
Be Specific, Obvious, and Singular
Sony Email Test
Source: http://whichtestwon.com
13.9% More Revenue
#3 Select The Right Pages to TestContent, Copy, Call-to-Action
#3 Select the Right Pages to Test
A single, specific and “easy to measure” goal
A page with a poor conversion rate
Enough conversions to test in a reasonable amount of time
#4 Know When to Hold Them…
Resist the Temptation to End Early
#4 Know When to Hold Em
Don’t stop running a test too early or too lateToo early risks promoting the wrong version
Too late wastes time that could be spent on new tests
Statistical SignificanceQuestion: A Roulette Table Shows Red Coming up 10 times in a row should you:
a) Bet on Red, the table is biased!
b) Bet on Black, it’s due!
c) Walk away, Roulette Odds are Terrible!
Statistical SignificanceQuestion: A Roulette Table Shows Red Coming up 10 times in a row should you:
a) Bet on Red, the table is biased!
b) Bet on Black, it’s due!
c) Walk away, Roulette Odds are Terrible!
#5 Rinse. Lather. Repeat
Drive a Culture of Continuous Improvement
\“Continuous Improvement is Better than Delayed Perfection”
- Mark Twain
Design for Continuous Improvement
Ektron Marketing Optimization Suite
Drive revenue growth
Analytics Content targeting Multivariate testing Search engine
optimization
Multivariate Testing
Quickly create A|B split tests or full multivariable tests
Test copy, images, pricing, call to action, layout
Set conversion goals and automatically promote winning version
Combine targeting and testing to test response per segment
Additional Resources
Ektron Whitepaper – Fail Faster with Multivariate Testing
http://www.ektron.com/literature/whitepapers/fail_faster_with_multivariate_testing.pdf
Sample Size Estimation Tool
http://www.websharedesign.com/tools/sample-size-estimation-tool/
Tim Ash “Seven Deadly Sins of Landing Page Design” Webinar
http://www.youtube.com/watch?v=erdEZvOq6wo
Occam’s Razor Blog by Avinash Kaushik
http://www.kaushik.net/avinash/
About Ektron
Ektron Inc. brings innovative web technology to everyone Web content management, marketing
optimization and social software Headquartered in Nashua, New
Hampshire Offices in Australia, Canada, Singapore
and the United Kingdom Over 8000 Customers
Questions and Next Steps
To learn more about Landing Page Optimization and the
Ektron Marketing Optimization SuiteVisit http://ektron.com/marketingoptimization
Thank You!
Tom Wentworth VP, Web Solutions
[email protected] @twentworth12 on Twitter