Mkt Sherpa Eyetrackingstudylpet

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Mkt Sherpa Eyetrackingstudylpet

  1. 1. ization sability Landing Page Eyetracking Study rement Design Teleconference at 2pm Eastern, 11am Pacific February 15, 2005 Testing Presenters: Greg Edwards, CTO alytics Anne Holland, Publisher rosites © 2000-2005 MarketingSherpa, Inc. You may distribute this presentation as a whole freely in Stefan Tornquist, Metrics Editor print, via email, or online, providing it is not altered, edited, sliced, or cut in any way, shape or form. All copies must be in their entirety. Thank you. http://www.marketingsherpa.com
  2. 2. The Conversion Funnel Marketers who consistently test and tweak their landing pages see an average lift of 40%. © 2000-2005 MarketingSherpa, Inc. You may distribute this presentation as a whole freely in print, via email, or online, providing it is not altered, edited, sliced, or cut in any way, shape or form. All copies must be in their entirety. Thank you. http://www.marketingsherpa.com 2
  3. 3. MarketingSherpa/Eyetools Eyetracking Study • Multivariate testing can be performed prior to launch. • Testing can be performed quickly and only requires page URLs to get started. Traditional Eyetracking • Relevant data can be generated by as few as 5 users. • Testing was conducted over three days in December of 2004. • The test sample included 33 people, randomly divided into A and B groups. Test subjects were diverse in age, gender and occupation. Eyetools® Eyetracking For more information • Members of each group were shown the A or B versions of contact Eyetools at landing page examples. The versions differed in graphical www.eyetools.com and/or content related characteristics. or 916-792-4538 • For testing purposes, companies and services were simulated. © 2000-2005 MarketingSherpa, Inc. You may distribute this presentation as a whole freely in print, via email, or online, providing it is not altered, edited, sliced, or cut in any way, shape or form. All copies must be in their entirety. Thank you. http://www.marketingsherpa.com 3
  4. 4. Landing Page – Business to Business Eye movements are consistent across audiences because the reactions are natural and automatic. Source: Eyetools/MarketingSherpa Landing Page Eyetracking Study, 01/2005 © 2000-2005 MarketingSherpa, Inc. You may distribute this presentation as a whole freely in print, via email, or online, providing it is not Note: MarketingSherpa’s Landing Page Handbook features 6 additional B-to-B altered, edited, sliced, or cut in any way, shape or form. All copies must be in their entirety. Thank eyetracking tests. you. http://www.marketingsherpa.com 4
  5. 5. Eyetracking Study - Retail Product-focused pages are viewed differently from content-focused pages. Source: Eyetools/MarketingSherpa Landing Page Eyetracking Study, 01/2005 © 2000-2005 MarketingSherpa, Inc. You may distribute this presentation as a whole freely in print, via email, or online, providing it is not Note: MarketingSherpa’s Landing Page Handbook features 5 additional B-to-C altered, edited, sliced, or cut in any way, shape or form. All copies must be in their entirety. Thank eyetracking tests. you. http://www.marketingsherpa.com 5
  6. 6. Before & After: 64% Conversion Lift Layout tweaks can have a dramatic impact on conversion. © 2000-2005 MarketingSherpa, Inc. You may distribute this presentation as a whole freely in print, via email, or online, providing it is not altered, edited, sliced, or cut in any way, shape or form. All copies must be in their entirety. Thank you. http://www.marketingsherpa.com 6
  7. 7. #1 Most Common Mistake… UNreaDAble Type Usability experts Oh and by the way, if your type is colored anything have found that but black (and possibly blue for hotlinks) people will people read about have a harder time reading it. 25% slower on the Web. Hello and welcome to my lovely headline, which might impress you with benefits and features except for the fact that it's centered, so no one can read It without working very, very hard at it -- which no one will do. 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 (most of the time anyway.) © 2000-2005 MarketingSherpa, Inc. You may distribute this presentation as a whole freely in print, via email, or online, providing it is not altered, edited, sliced, or cut in any way, shape or form. All copies must be in their entirety. Thank you. http://www.marketingsherpa.com 7
  8. 8. Quick Fix #1: Match Creative and Keywords 14.00% 11.81% 12.00% 10.00% 9.28% 8.00% Conversion rates for 6.00% 6.31% landing pages that 4.00% match keywords 2.00% 0.79% exactly are 25% 0.00% Doesn't Match Home Page of Matches Theme Specific Match higher than pages that Keyword Site of Keyword to Keyword only match the theme Source: Atlas DMT, Search Listing URL and Conversion, 04/2004 of the keyword. © 2000-2005 MarketingSherpa, Inc. You may distribute this presentation as a whole freely in print, via email, or online, providing it is not altered, edited, sliced, or cut in any way, shape or form. All copies must be in their entirety. Thank you. http://www.marketingsherpa.com 8
  9. 9. Quick Fix #2: Tweak Your Submit Buttons To figure out your wording, go back to the main selling point of your landing page, and put it into an active form on the button. © 2000-2005 MarketingSherpa, Inc. You may distribute this presentation as a whole freely in print, via email, or online, providing it is not altered, edited, sliced, or cut in any way, shape or form. All copies must be in their entirety. Thank you. http://www.marketingsherpa.com 9
  10. 10. Quick Fix #3: Hero Shots and Friendlier Forms #1 Every question you ask lowers the form completion rate. Make every question relevant. #2 Fax # ?!? #3 We value your privacy & do not rent names © 2000-2005 MarketingSherpa, Inc. You may distribute this presentation as a whole freely in print, via email, or online, providing it is not altered, edited, sliced, or cut in any way, shape or form. All copies must be in their entirety. Thank you. http://www.marketingsherpa.com 10
  11. 11. Special offer: Get 15% off when you order Eyetools testing before March 15th with promotional code “Sherpa_1” Prices start at $4,995 for test and results report Eyetools Testing: because people can’t To order or get more info: click on what they call 916-792-4538 http://www.Eyetools.com don’t see. How it works: Eyetools provides practical, actionable results within 10 business days. All you have to supply is the URL of the webpage or A/B mock-ups to test a description of your demographics. We’ll recruit consumers to review your webpages and promptly © 2000-2005 MarketingSherpa, Inc. You may deliver a results report, heatmaps and redesign distribute this presentation as a whole freely in print, via email, or online, providing it is not altered, edited, sliced, or cut in any way, shape or recommendations. form. All copies must be in their entirety. Thank you. http://www.marketingsherpa.com 11
  12. 12. Want Step-by-Step Instructions To Help You Raise Conversions By Up To 40%? Grab your copy of MarketingSherpa's Landing Page Handbook today. Includes: -> 59 Creative samples (from real-life campaigns) you can use as templates for your Get your 100% satisfaction own guaranteed copy at: http://www.landingpagehan -> 13 heatmaps from Eyetracking Study dbook.com or call 877-895-1717 -> Rules for Email Landing Pages, Search Marketing Landing Pages, and Business-to- Business Landing Pages. Get your 100% satisfaction guaranteed copy at: © 2000-2005 MarketingSherpa, Inc. You may distribute this presentation as a whole freely in http://press.landingpagehandbook.com print, via email, or online, providing it is not altered, edited, sliced, or cut in any way, shape or form. All copies must be in their entirety. Thank or call 877-895-1717 you. http://www.marketingsherpa.com 12
  13. 13. Table of Contents Chapter 1: Basics 101 Chapter 5: How to Improve Your Conversions What's a Landing Page and Why Does it Matter? with Testing & Measurement Four Steps of the Conversion Process Two Conversion Increase Calculators The Six Steps of Landing Page Design What Should You Test Specifically? 5 Big Mistakes in Landing Page Design Testing Costs, Services and Technologies How to Write Landing Page URLs Case Study: How to Convert Your CEO to a After They Convert — Tips for Thank You Pages Landing Page Testing Fan Chapter 2: Design, Layout, & Copy Guidelines Charts, Figures, & Tables Screen Resolution Stats & Examples Conversion rate averages for search and email The Fold, Scrolling, and Paging landing pages Columns & Navigation Bars The Conversion Process Design Tips for Landing Pages with Links How What 300 Pixels Looks Like at Varying Many Elements Should Be on a Page? Resolutions Guidelines for Graphics Screen Resolution Use Stats Hero Shots Stats on Browser Usership: Colors & White Space Screen Resolution Browsers — 800 x 600 Typeface Fonts, Point Size and Text Layout Screen Resolution Browsers — 1024 x 768 Copywriting Tips for Landing Pages White Paper Thumbnails: Shrunken Cover vs. Get your 100% satisfaction Writing for Different Interest Levels Thumbnail-Specific Cover Long Copy vs. Short Copy Kids' Font Reading Comprehension Online guaranteed copy at: Interactivity & Involvement Devices Typo Rate of People Completing Email http://www.landingpagehan Registration Forms that Get Higher Conversions: Registration Forms dbook.com Design Tips & Tactics Email Campaign Lifetime Alternate Conversion Devices: Carts and Chat Product/Service Site Conversion Rates—Landing or call 877-895-1717 Error Handling for Landing Pages Page Tweak Impact of Testing Landing Pages Chapter 3: Eyetracking Landing Page Study Clickthrough Rates—Marketers Who Test vs. Executive Summary: 7 Key Findings Those Who Don’t Test #1: Left & Right Swap Real-life Conversion Rate Gains from Tests: A Test #2: Text Emphasis & Trust Mark Dozen Examples Test #3: Headlines & Scrolling Types of Measurement Systems Internet Test #4: Use of Links in Text Marketers Budgeted to Buy in 2005 Production & Test #5: Reading Headlines Landing Pages Test #6: Font Size Internal Resource Challenges to Landing Page Chapter 4: Specialized Landing Pages: Email, Implementation Budgeting Search, B-to-B, & More 59 Creative Samples from real-Life Campaigns © 2000-2005 MarketingSherpa, Inc. You may Email Campaign Landing Pages 13 Heatmaps from Eyetracking Study distribute this presentation as a whole freely in print, via email, or online, providing it is not Search Engine Marketing Landing Pages altered, edited, sliced, or cut in any way, shape or Online Advertising Campaign Landing Pages form. All copies must be in their entirety. Thank TV & Radio Advertising Campaign Landing Pages you. http://www.marketingsherpa.com Business-to-Business Landing Page Tactics 13

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