Top 5 Tests to Raise Your
Landing Page Conversions




     Stefan Tornquist
     Research Director




      Tim McAtee
 ...
Practical Facts Not Opinion:
                         MarketingSherpa Methodology
                                Marketin...
Landing Page Tests That Work
                         Best

                                                              ...
#1. Dynamic Search Copy




Research Drawn From:




                       © 2000-2006 MarketingSherpa, Inc. You may dist...
#2. Registration Form Tests




Research Drawn From:




                       © 2000-2006 MarketingSherpa, Inc. You may ...
22%!




Research Drawn From:




                       © 2000-2006 MarketingSherpa, Inc. You may distribute this present...
#3:Creative Elements



                       Creative Rule of Thumb:
                       Make eyeflow easier.

Resear...
Eyeflow and Columns


                             60%
                                                                   ...
Eyeflow and Typeface

                                Hello and welcome to my lovely headline,
                          w...
Eyeflow and Buttons




Research Drawn From:




                       © 2000-2006 MarketingSherpa, Inc. You may distribu...
#4. Organic Search Landings
                         Optimized


                                  Traffic from Search
   ...
Example SEO Campaign




Research Drawn From:




                       © 2000-2006 MarketingSherpa, Inc. You may distrib...
Example SEO Landing Page




Research Drawn From:




                       © 2000-2006 MarketingSherpa, Inc. You may dis...
#5. Re-Design for Mobile




Research Drawn From:




                       © 2000-2006 MarketingSherpa, Inc. You may dis...
Mobile Version




Research Drawn From:




                       © 2000-2006 MarketingSherpa, Inc. You may distribute th...
If You Can Do Nothing Else…
                          Budget for Analytics and Testing

                        48%       ...
Scariest Data Point:

                           18% say
                           “No One Knows Our Landing Page
       ...
Biggest Tip: Measure Landing Pages
                          Based on Final KPIs (Not Interim Clicks)

                   ...
Results: Winner




Research Drawn From:




                       © 2000-2006 MarketingSherpa, Inc. You may distribute t...
MarketingSherpa Second Edition
Landing Page Handbook


                                    Download
                      ...
For information and to buy the Email Marketer’s package: http://EmailSummitMarqui.MarketingSherpa.com
                    ...
Marqui is a Web Content
  Management System that
 provides the tools to make
custom landing pages as well
as track and mea...
Budget for Analytics and Testing
What if you could:
• Make custom landing pages on the fly
• Test Landing page results
• M...
Test your landing pages with Multi-
Variations or A/B split.
To learn more contact us at:
Toll-free: 888.6MARQUI
(1.888.662.7784)

Email: sales [at] marqui.com
Thank You
Top 5 Tests to Raise Your Landing Page Conversion Rates
Top 5 Tests to Raise Your Landing Page Conversion Rates
Top 5 Tests to Raise Your Landing Page Conversion Rates
Top 5 Tests to Raise Your Landing Page Conversion Rates
Top 5 Tests to Raise Your Landing Page Conversion Rates
Top 5 Tests to Raise Your Landing Page Conversion Rates
Top 5 Tests to Raise Your Landing Page Conversion Rates
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Top 5 Tests to Raise Your Landing Page Conversion Rates

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Marqui and Marketing Sherpa present on landing page testing and best practices.

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Top 5 Tests to Raise Your Landing Page Conversion Rates

  1. 1. Top 5 Tests to Raise Your Landing Page Conversions Stefan Tornquist Research Director Tim McAtee Senior Analyst 1
  2. 2. Practical Facts Not Opinion: MarketingSherpa Methodology MarketingSherpa research is gathered from five sources: 1. Surveys of 237,000 marketers 2. Surveys of 25,000+ consumers 3. Lab tests and partnered research 4. “Best of” research from 650+ third party organizations 5. Sherpa Case Studies – 800+ Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 2
  3. 3. Landing Page Tests That Work Best Conversions Holding Better steady Worse Tests Conducted 68.2% 12.0% 9.2% PPC Search Dynamic Changes 62.9% 14.3% 9.8% Registration forms tweaked 61.0% 14.1% 11.0% Creative elements tested Research Drawn From: 60.1% 13.6% 11.6% SEO-landings optimized 56.2% 12.8% 7.9% Mobile email clicks optimized? 20.9% 12.4% 20.2% None of the above © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 3
  4. 4. #1. Dynamic Search Copy Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 4
  5. 5. #2. Registration Form Tests Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 5
  6. 6. 22%! Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 6
  7. 7. #3:Creative Elements Creative Rule of Thumb: Make eyeflow easier. Research Drawn From: Why do art directors love white type on a black background so much? Is it because they don't read words on the page so they don't expect anyone else to either? Unfortunately, conversions require more than hip-looking graphics. Ok, sometimes hip graphics work. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 7
  8. 8. Eyeflow and Columns 60% Email ad Search 50% 55% 48% 40% 30% 31% 20% 26% 22% 10% 13% Research Drawn From: 1% 1% 0% 2% 0% 1% 0% 1 2 3 4 5 6 © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 8
  9. 9. Eyeflow and Typeface Hello and welcome to my lovely headline, which might impress you tremendously except for the fact that it's centered, so no one can read it . Can you read this typeface? Sure, but only because it’s blown up in PowerPoint. The average person over 40 won’t have an easy time in the real world. Yet it’s still one of the most popular font/size combinations online – Verdana 10pt. Oh and by the way, if your type is colored anything but black (and blue for hotlinks) people will have a harder time reading it. This is a Verdana 12, bigger than that used on most sites, in a dark gray. Very popular in the blog world. Research Drawn From: Why do art directors love white type on a black background so much? Is it because they don't read words on the page so they don't expect anyone else to either? Unfortunately, conversions require more than hip-looking graphics. Ok, sometimes hip graphics work. © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 9
  10. 10. Eyeflow and Buttons Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 10
  11. 11. #4. Organic Search Landings Optimized Traffic from Search Engines To Homepage 21% To Interior Research Drawn From: Pages 79% © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 11
  12. 12. Example SEO Campaign Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 12
  13. 13. Example SEO Landing Page Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 13
  14. 14. #5. Re-Design for Mobile Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 14
  15. 15. Mobile Version Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 15
  16. 16. If You Can Do Nothing Else… Budget for Analytics and Testing 48% Can’t do any a/b testing 44% Can’t measure LP test results 40% Only test at launch & leave forever 16% Don’t share test results w/ agency Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 16
  17. 17. Scariest Data Point: 18% say “No One Knows Our Landing Page Results” Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 17
  18. 18. Biggest Tip: Measure Landing Pages Based on Final KPIs (Not Interim Clicks) Alternate LPs Tested August 2007 Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 18
  19. 19. Results: Winner Research Drawn From: © 2000-2006 MarketingSherpa, Inc. You may distribute this presentation providing it is not altered in any way. Thank you. 19
  20. 20. MarketingSherpa Second Edition Landing Page Handbook Download your copy instantly (and we’ll Priority Mail you a printed- and-bound copy within 24 hours) For instant download plus printed copy: http://2008LPH.MarketingSherpa.com 20
  21. 21. For information and to buy the Email Marketer’s package: http://EmailSummitMarqui.MarketingSherpa.com 21
  22. 22. Marqui is a Web Content Management System that provides the tools to make custom landing pages as well as track and measure results!
  23. 23. Budget for Analytics and Testing What if you could: • Make custom landing pages on the fly • Test Landing page results • Make it easier to A/B Split and Multivariate test • Use Google Website Optimizer with Marqui– no JavaScript required!
  24. 24. Test your landing pages with Multi- Variations or A/B split.
  25. 25. To learn more contact us at: Toll-free: 888.6MARQUI (1.888.662.7784) Email: sales [at] marqui.com
  26. 26. Thank You
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