Rocking Your Landing Pages

Rockin’ Your Landing Pages Interactive Strategies ‘08 Houston, 2008

What’s a Landing Page? Foundational Concepts Design Expectations Tracking Multivariate Testing

WHAT’S A LANDING PAGE?

Landing Pages Are… a visitor’s first encounter with you

Landing Pages Are… your first – and perhaps only – chance to engage the visitor with your offer

Landing Pages Can Be… Single, specialized standalone pages Page/s in a specialized mini-site Page/s in a standard site

Landing Pages Are Reached via… Paid search (SEM) Organic search Paid & unpaid links Email Banner ads Video game ads US Mail, TV, Magazine, Radio In-video ads

Blockbuster SEM ad Landing Pages Are… ideally, targeted to the channel & audience

Blockbuster content ad (via AdSense)

Blockbuster organic search result

A FOUNDATION FOR SUCCESS

#1: Who are you? Do you appear credible within the first 1/20 th of a second?

#2: What’s the offer? What is your business goal for this page?

#3: Where should I go next? What action do you want the visitor to take?

Your visitor needs to immediately “get” it.

Clear, obvious.

“ Hmmm, what do I do now?”

ROCKIN’ IT WITH DESIGN

Design – more than mere decoration.

It’s fundamental – what pieces you choose and why…

… and where you place them

Design figures into all these decisions, and each decision is driven by business goals .

Case Study – Home Page as Landing Page Business goal: Increase leads from SEM by 25% within 1 month. Desired visitor action: Fill out and submit a request form.

New Landing Page with Segmenting Options

Result: 1,500% increase in leads New Landing Page with Segmenting Options

Case Study – in-site page as landing page Business goal: Increase leads by 10% within 3 months Desired visitor action: Fill out and submit the form

Case Study: Specialized stand-alone landing page. Form simplified, credibility supported, benefits and desired action made clearer.

Case Study: Specialized stand-alone landing page. Form simplified, credibility supported, benefits and desired action made clearer. Result: 200% increase in leads

ROCKIN’ IT WITH EXPECTATIONS

Visual Expectations: Use consistent imagery and messaging Banner ad: Landing page:

Banner Ad Landing Page (where’s the offer?) Conceptual & Content Expectations: Provide what you promised

ROCKIN’ IT WITH TRACKING

Conversion Tracking – SEM Platform

Virtual Pageviews

Virtual Pageviews – Google Analytics

Click density analysis

ROCKIN’ IT WITH MVT

of marketers plan to run multivariate tests in 2008. ~ MarketingSherpa’s AD:TECH 2007 Year-End Survey 49%

What is it?

A/B Testing

Multivariate Testing Compare multiple images… … AND multiple headlines

How it works

Significant results are automatically calculated Multivariate Testing

Agency-focused tool for multivariate testing

How does it help? Time savings – automated page “development”

Other ways it helps:
“ Cool factor”
Find solutions more quickly
Automated test results calculations
Base decisions on hard numbers, not opinion

GETTING MORE FROM MVT

Is this a good place to start?

Can this landing page be saved?

600% increase in leads, no quality loss Or should we START with a re-design and A/B test?

Apply best practices
Remove unneeded items
Customize button design & text
Improve relevance to visitor
Summarize benefits
Include credibility builders
Use clear, motivating calls to action
… etc.
Work with designers that understand business goals Integrate usability testing
Validate designs early
Identify areas needing more clarity

WHICH Elements to Test?

Some are typically more impactful than others… Your results will vary.
Headlines
Calls to action
Buttons
“ Hero” image
Bulleted benefits lists
Copy
Tables, charts, etc.
Forms

HOW MANY Variations to Test? Essentially, don’t get too crazy.

WHAT Variations to Test?

“ GIGO” Garbage In = Garbage Out

MVT produces the best possible result, given the inputs.

Test in Phases

Test in Phases 1. Concepts ?

Images: Equally high quality, conceptually different

“ How to make more money in 5 easy steps that anyone can do.” “ Discover the hidden costs of slaving away at your current job.” Copy:

Test in Phases 2. Fine-Tune ?

One difference at a time: Color, or placement, or copy – NOT all three at once.

The result of all this thinking? Your Test Plan.

In Summary…
Know your business goal. Communicate it clearly.
Use the power of design
Set and fulfill user expectations
Track results
Make testing a normal, everyday part of every landing page project

6. Go forth and rock.

Thank you! e-Handout & Questions: [email_address] Twitter: @sandraniehaus

Rocking Your Landing Pages

by Closed Loop Marketing

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Rocking Your Landing Pages Presentation Transcript