Date post: | 08-May-2015 |
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Quick Win Clinic (Part I): The 5 easiest changes to make to your landing pages right now
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Today’s team
Dr. Flint McGlaughlin Managing Director
Zuzia Soldenhoff-Thorpe Research Manager
Brian Carroll Executive Director of Revenue Optimization
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Background: Denmark-based Saxo Bank sells access to a foreign exchange trading platform.
Goal: To get visitors to sign up for a free trial
Primary Research Question: Which landing page will have the highest free trial sign-up rate?
Test Design: A/B split test
Experiment ID: Saxo Bank Forex Trading Source: Optimization Summit Attendee, Michael Aagaard, Online-TekstForfatter.dk
Research Notes:
Experiment: Background and design
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Optimization Summit 2012
Meet Michael Aagaard at Optimization Summit 2012 in Denver. You can attend his 30 Ideas in 30 Minutes session with Adam Lapp (Associate Director, Optimization and Strategy).
MECLABS.com/OptimizationSummit
Michael Aagaard
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Call for student work
If you, like Michael, have any tests you would like to share with the MarketingExperiments team, email us at:
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Experiment: Control Control
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Experiment: Treatment Treatment
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Experiment: Side-by-side
Control Treatment
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99.4% Increase in conversion
The new page design improved the conversion rate by 99.4%
Experiment: Results
Version CR Relative Difference Confidence Interval
Control 2.00%* - -
Treatment 3.99%* 99.4%
What You Need to Understand: By making a few simple changes to the page, the treatment was able to achieve a 99.4% higher conversion rate. * Conversion rates have been anonymized to protect Saxo Bank.
99%
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Control Treatment
How different are these pages?
99% IN CONVERSION
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How different are these pages?
Control Treatment
541% IN CONVERSION
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How different are these pages?
Control Treatment
548% IN CONVERSION
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How different are these pages?
Control
No Difference
Treatment
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1. It is not the magnitude of change on the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect.
2. Marketers must learn to see their webpages through the eyes of the customers. Too often we employ company logic rather than customer logic.
What you need to understand
F Key Principles
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Marketer Market Value Proposition
Customer Logic vs. Company Logic
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1. It is not the magnitude of change on the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect.
2. Marketers must learn to see their webpages through the eyes of the customers. Too often we employ company logic rather than customer logic.
3. When we employ customer logic, we discover simple changes that can have a large impact on the conversion rate of a landing page.
What you need to understand
F Key Principles
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Today, we are going examine five simple landing page changes that can have dramatic impact on the customer’s mind.
Today’s Focus
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CHANGE #1: Headlines – From hype to conversation
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CHANGE #1 Headlines – From hype to conversation (example)
Control
From this …
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CHANGE #1 Headlines – From hype to conversation (example)
… to this
Treatment
99% IN CONVERSION
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CHANGE #1 Headlines – From hype to conversation (example) From this …
Headline asks a question that can’t be answered by readers.
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CHANGE #1 Headlines – From hype to conversation (example) … to this
90% IN CONVERSION
Headline clearly communicates the overall benefit of the product.
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CHANGE #1 Headlines – From hype to conversation
Live Optimization
Channel: PPC Target Audience: HR managers and decision makers Link: bit.ly/LoyaltyWorks
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CHANGE #2: Copy – From marketer value to customer value
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CHANGE #2 Copy – From marketer value to customer value (example)
Control From this …
The free demo account offer is buried underneath company-centric copy.
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CHANGE #2 Copy – From marketer value to customer value (example)
… to this
Treatment
99% IN CONVERSION
The free demo account with simulation funding is highlighted at the beginning of the copy and is the main offer on the page.
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From this …
CHANGE #2 Copy – From marketer value to customer value (example)
Value in copy is segmented by company arbitrated categories.
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… to this CHANGE #2 Copy – From marketer value to customer value (example)
81% IN CONVERSION
Value in copy is focused around overall benefits of insurance.
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CHANGE #2 Copy – From marketer value to customer value
Live Optimization
Channels: SEO and PPC Target Audience: Anyone suffering from plantar fasciitis and looking for relief Link: bit.ly/KuruShoes
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CHANGE #3: Objectives – From multiple focus to single focus
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CHANGE #3 Objectives – From multiple focus to single focus (example) From this …
Extra navigation and “live chat” give viewers more reasons to click away from the offer.
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99% IN CONVERSION
CHANGE #3 Objectives – From multiple focus to single focus (example)
… to this
Extra navigation and “live chat” eliminated
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From this …
CHANGE #3 Objectives – From multiple focus to single focus (example)
The control presents four competing calls-to-action …
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… to this
CHANGE #3 Objectives – From multiple focus to single focus (example)
The treatment clearly presents the customer with a single objective.
103% IN CONVERSION
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CHANGE #3 Objectives – From multiple focus to single focus
Channels: Organic search keywords like “Bahamas cruises,” links in emails, site navigation Target Audience: Consumers interested in learning about our Hawaii cruise Link: bit.ly/HawaiiCruiseLP
Live Optimization
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Quick Win Clinic Part II at Optimization Summit
Download the preparation kit for Part II The Quick Win Clinic Part II will be held at the Optimization Summit. In it, our Research Analysts will walk you through designing and implementing a test for a quick win. Download the preparation kit here:
MarketingExperiments.com/QuickWinClinic2
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CHANGE #4: Images – From irrelevant art to relevant message
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From this …
CHANGE #4 Images – From irrelevant art to relevant message (example)
Only image on the page is dedicated to live chat support.
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99% IN CONVERSION
… to this
CHANGE #4 Images – From irrelevant art to relevant message (example)
Image clearly communicates value of the product.
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CHANGE #4 Images – From irrelevant art to relevant message (example) From this …
Control uses a stock image of a customer support representative.
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CHANGE #4 Images – From irrelevant art to relevant message (example)
… to this
35% IN CONVERSION
Image of a recognizable company founder
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CHANGE #4 Images – From irrelevant art to relevant message
Live Optimization
Channel: Promotional email sent to marketers on various publishers' lists Target Audience: Online marketing managers for B2C retailers Link: bit.ly/BrontoCarts
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CHANGE #5: Trust – From anxiety to credibility
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CHANGE #5 Trust – From anxiety to credibility (example)
From this …
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… to this
CHANGE #5
99% IN CONVERSION
Trust – From anxiety to credibility (example)
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CHANGE #5 Trust – From anxiety to credibility (example)
From this …
Credibility is communicated in bottom right corner, out of the main eye-path.
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… to this
CHANGE #5 Trust – From anxiety to credibility (example)
29% IN CONVERSION
Credibility is communicated near the top of the page, and anxiety is reduced near CTA.
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CHANGE #5 Trust – From anxiety to credibility
Live Optimization
Channel: PPC keywords like “truck driver jobs” Target Audience: Males, 25-55 with HS diploma (or GED) unemployed and underemployed Link: bit.ly/PamTrucks
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Summary: Putting it all together
When we employ customer logic, we discover simple changes that can have a large impact on the conversion rate of a landing page.
CHANGE #1: Headlines – From hype to conversation
CHANGE #2: Copy – From marketer value to customer value
CHANGE #3: Objectives – From multiple focus to single focus
CHANGE #4: Images – From irrelevant art to relevant message
CHANGE #5: Trust – From anxiety to credibility
F Key Principles
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Live Optimization
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MECLABS.com/OptimizationSummit
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Live Optimization
Channel: In app "push" message when opening our android app Target Audience: Mobile business people, professionals, impulse buyers Link: bit.ly/QuickOfficePush
Smartphone in-app screen
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Live Optimization
Channel: Weddings & Events emails Target Audience: Brides and bridesmaids looking to purchase in next six months Link: bit.ly/ATaylorLP
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Live Optimization
Channel: Major display campaign Target Audience: IT decision makers Link: bit.ly/MS365LP
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