Conversion 101:Optimizing Landing Pages & Sales Funnels        Karen Wood, Sr. Product Marketing Mgr., Webtrends  Kirk Ram...
Agenda•    Guessing game: who knows best?•    A case for landing page optimization•    Deciding what, when, how to test•  ...
Sharpen your pencils. It’s…QUIZ TIME!
Instruc.ons:	  Please	  enter	  your	  name	  and	  circle	  the	  le2er	  corresponding	  to	  the	  version	  you	  thin...
Test #1: Travel                                         Increase Views of Special Offers© 2011 Webtrends, All Rights Reser...
Test #2: Auto                                         Increase Requests for Information© 2011 Webtrends, All Rights Reserv...
Test #3: Auto Insurance             Increase Click Rate to Next Step© 2011 Webtrends, All Rights Reserved.                ...
Test #4: Travel                                             Increase Bookings© 2011 Webtrends, All Rights Reserved.       ...
Test #5: Mobile                                           Increase Click Rate to Cart© 2011 Webtrends, All Rights Reserved...
Test #6: Travel                                          Increase Search Rate within Site© 2011 Webtrends, All Rights Rese...
Test #7: Retail                                         Increase Click Rate to Next Step in Checkout© 2011 Webtrends, All ...
What’s a landing page?THE MANY FACES OFLANDING PAGE OPTIMIZATION
“Landing Pages” Take Many Forms
“Landing Page Optimization”    Means Many Things
What’s a Landing Page for?       Conversion.
There Can Be Many Conversion      Drivers on a Page
There Are Conversion Drivers Across            the Funnel
Low Hanging FruitSTART WITH LANDING PAGES
Simple to Test
Less PoliticalFewer Internal Stakeholders
Outside IT’s Domain
Take Chances & Learn
Putting Optimization Into PracticeTOP FIVE CHALLENGES
Reality: Optimization Is a PriorityOptimization = $
Reality: Optimization Rarely Decides No Optimization = ?
A Experienced Testing Team     Bridges the Gap
Challenge #1: Time•    Test planning•    Simultaneous tests•    Ongoing testing•    Test completion
Challenge #2: Resources•    Test planning•    Technical•    Design•    QA•    Interpreting     results
Challenge #3: Expertise•    Which variables to test?•    MVT vs. AB/n vs…?•    Statistical validity?•    Levels of     con...
Challenge #4: Budget•  Getting more ROI?•  Increasing revenue?•  Improving customer experience?
Challenge #5: Technology•    Deploying the JavaScript code•    QA-ing the environment•    Multiple domains•    Security•  ...
Best PracticesTOP FIVE LANDING PAGE TIPS
1. Choose the Right Landing Page•    Least amount of clutter•    Clearest call to action•    Highly focused sales path•   ...
2. Know Your Metrics•  Choose the right metrics  –  Follow the money  –  What is a conversion     worth?•  Understand your...
3. Test Effective Page Elements•    Where is focus of page?•    Where should customer look?•    Where is possible friction...
4. Align Roadmap to Business Goals         Test Idea         Test Idea                     Test    Knowledge         Test ...
5. Develop a Hypothesis•  If I do this, then that will happen.    Test content         Conversion event•  Spend your time:...
Stop there? No!BEYOND LANDING PAGES
Test Across Your Buy Flows
Test on High Value Pages
Go Beyond the Desktop
Did You Guess Correctly?QUIZ RESULTS
Test #1: Travel                                         Increase Views of Special Offers© 2011 Webtrends, All Rights Reser...
Test #1: Travel                                         Increase Views of Special Offers                                  ...
Test #2: Auto                                         Increase Requests for Information© 2011 Webtrends, All Rights Reserv...
Test #2: Auto                                         Increase Requests for Information                                   ...
Test #3: Auto Insurance             Increase Click Rate to Next Step© 2011 Webtrends, All Rights Reserved.                ...
Test #3: Auto Insurance             Increase Click Rate to Next Step                                                     W...
Test #4: Travel                                             Increase Bookings© 2011 Webtrends, All Rights Reserved.       ...
Test #4: Travel                                             Increase Bookings                                             ...
Test #5: Mobile                                           Increase Click Rate to Cart© 2011 Webtrends, All Rights Reserved...
Test #5: Mobile                                           Increase Click Rate to Cart                                     ...
Test #6: Travel                                          Increase Search Rate within Site© 2011 Webtrends, All Rights Rese...
Test #6: Travel                                          Increase Search Rate within Site          +4.0%           Lift© 2...
Test #7: Retail                                         Increase Click Rate to Next Step in Checkout© 2011 Webtrends, All ...
Test #7: Retail                                         Increase Click Rate to Next Step in Checkout                      ...
Test #7: Retail                                         Increase Click Rate to Next Step in Checkout                      ...
Top 5 Take-Aways•    Don’t let obstacles get in the way•    Start with landing pages•    Take chances; test big•    Plan b...
FREE LPO Benchmark Report from       Marketing Sherpa•  $447 Value•  FREE from Webtrends
Sessions You Must See•  Wed @ 3:30pm: Driving Conversion with   Performance Marketing   –  Kirk Ramble, Principal Optimiza...
Rate Session   &Speakers/Panelists
Thank You Karen Wood, Sr. Product Marketing ManagerKirk Ramble, Principal Optimization Consultant                 Webtrend...
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
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Engage 2013 - Landing Page Optimization

  1. 1. Conversion 101:Optimizing Landing Pages & Sales Funnels Karen Wood, Sr. Product Marketing Mgr., Webtrends Kirk Ramble, Principal Optimization Consultant, Webtrends
  2. 2. Agenda•  Guessing game: who knows best?•  A case for landing page optimization•  Deciding what, when, how to test•  Overcoming optimization challenges•  After the landing page: what next?•  Winners: Did you guess right?
  3. 3. Sharpen your pencils. It’s…QUIZ TIME!
  4. 4. Instruc.ons:  Please  enter  your  name  and  circle  the  le2er  corresponding  to  the  version  you  think  is  the  Op8mal.    TEST  #1   Name:TEST  #2   Email:TEST  #3  TEST  #4  TEST  #5  TEST  #6  TEST  #7  
  5. 5. Test #1: Travel Increase Views of Special Offers© 2011 Webtrends, All Rights Reserved. |5
  6. 6. Test #2: Auto Increase Requests for Information© 2011 Webtrends, All Rights Reserved. |6
  7. 7. Test #3: Auto Insurance Increase Click Rate to Next Step© 2011 Webtrends, All Rights Reserved. |7
  8. 8. Test #4: Travel Increase Bookings© 2011 Webtrends, All Rights Reserved. |8
  9. 9. Test #5: Mobile Increase Click Rate to Cart© 2011 Webtrends, All Rights Reserved. |9
  10. 10. Test #6: Travel Increase Search Rate within Site© 2011 Webtrends, All Rights Reserved. | 10
  11. 11. Test #7: Retail Increase Click Rate to Next Step in Checkout© 2011 Webtrends, All Rights Reserved. | 11
  12. 12. What’s a landing page?THE MANY FACES OFLANDING PAGE OPTIMIZATION
  13. 13. “Landing Pages” Take Many Forms
  14. 14. “Landing Page Optimization” Means Many Things
  15. 15. What’s a Landing Page for? Conversion.
  16. 16. There Can Be Many Conversion Drivers on a Page
  17. 17. There Are Conversion Drivers Across the Funnel
  18. 18. Low Hanging FruitSTART WITH LANDING PAGES
  19. 19. Simple to Test
  20. 20. Less PoliticalFewer Internal Stakeholders
  21. 21. Outside IT’s Domain
  22. 22. Take Chances & Learn
  23. 23. Putting Optimization Into PracticeTOP FIVE CHALLENGES
  24. 24. Reality: Optimization Is a PriorityOptimization = $
  25. 25. Reality: Optimization Rarely Decides No Optimization = ?
  26. 26. A Experienced Testing Team Bridges the Gap
  27. 27. Challenge #1: Time•  Test planning•  Simultaneous tests•  Ongoing testing•  Test completion
  28. 28. Challenge #2: Resources•  Test planning•  Technical•  Design•  QA•  Interpreting results
  29. 29. Challenge #3: Expertise•  Which variables to test?•  MVT vs. AB/n vs…?•  Statistical validity?•  Levels of confidence?
  30. 30. Challenge #4: Budget•  Getting more ROI?•  Increasing revenue?•  Improving customer experience?
  31. 31. Challenge #5: Technology•  Deploying the JavaScript code•  QA-ing the environment•  Multiple domains•  Security•  Compliance
  32. 32. Best PracticesTOP FIVE LANDING PAGE TIPS
  33. 33. 1. Choose the Right Landing Page•  Least amount of clutter•  Clearest call to action•  Highly focused sales path•  No conversion distractions•  Lots of traffic
  34. 34. 2. Know Your Metrics•  Choose the right metrics –  Follow the money –  What is a conversion worth?•  Understand your baseline
  35. 35. 3. Test Effective Page Elements•  Where is focus of page?•  Where should customer look?•  Where is possible friction?•  Where are the interactions?•  Test big, test simple.
  36. 36. 4. Align Roadmap to Business Goals Test Idea Test Idea Test Knowledge Test Idea Test Idea
  37. 37. 5. Develop a Hypothesis•  If I do this, then that will happen. Test content Conversion event•  Spend your time: –  80% defining what you want to learn –  20% developing test content
  38. 38. Stop there? No!BEYOND LANDING PAGES
  39. 39. Test Across Your Buy Flows
  40. 40. Test on High Value Pages
  41. 41. Go Beyond the Desktop
  42. 42. Did You Guess Correctly?QUIZ RESULTS
  43. 43. Test #1: Travel Increase Views of Special Offers© 2011 Webtrends, All Rights Reserved. | 44
  44. 44. Test #1: Travel Increase Views of Special Offers +9.9% Lift© 2011 Webtrends, All Rights Reserved. | 45
  45. 45. Test #2: Auto Increase Requests for Information© 2011 Webtrends, All Rights Reserved. | 46
  46. 46. Test #2: Auto Increase Requests for Information +158% Lift© 2011 Webtrends, All Rights Reserved. | 47
  47. 47. Test #3: Auto Insurance Increase Click Rate to Next Step© 2011 Webtrends, All Rights Reserved. | 48
  48. 48. Test #3: Auto Insurance Increase Click Rate to Next Step WIN NER CL EAR NO© 2011 Webtrends, All Rights Reserved. | 49
  49. 49. Test #4: Travel Increase Bookings© 2011 Webtrends, All Rights Reserved. | 50
  50. 50. Test #4: Travel Increase Bookings Optimal© 2011 Webtrends, All Rights Reserved. | 51
  51. 51. Test #5: Mobile Increase Click Rate to Cart© 2011 Webtrends, All Rights Reserved. | 52
  52. 52. Test #5: Mobile Increase Click Rate to Cart +50% Lift© 2011 Webtrends, All Rights Reserved. | 53
  53. 53. Test #6: Travel Increase Search Rate within Site© 2011 Webtrends, All Rights Reserved. | 54
  54. 54. Test #6: Travel Increase Search Rate within Site +4.0% Lift© 2011 Webtrends, All Rights Reserved. | 55
  55. 55. Test #7: Retail Increase Click Rate to Next Step in Checkout© 2011 Webtrends, All Rights Reserved. | 56
  56. 56. Test #7: Retail Increase Click Rate to Next Step in Checkout +1.4% Lift© 2011 Webtrends, All Rights Reserved. | 57
  57. 57. Test #7: Retail Increase Click Rate to Next Step in Checkout +8.4% Lift© 2011 Webtrends, All Rights Reserved. | 58
  58. 58. Top 5 Take-Aways•  Don’t let obstacles get in the way•  Start with landing pages•  Take chances; test big•  Plan before you test•  Test beyond landing pages
  59. 59. FREE LPO Benchmark Report from Marketing Sherpa•  $447 Value•  FREE from Webtrends
  60. 60. Sessions You Must See•  Wed @ 3:30pm: Driving Conversion with Performance Marketing –  Kirk Ramble, Principal Optimization Consultant, Webtrends•  Wed @ 11: Building a Program: Deciding What to Test First and What to Test Next –  Tom Waterfall, Directory Optimize Strategy, Webtrends –  Frans Poldervaart, Web Analytics Mgr, KLM•  Wed @3:50: Targeting: Identifying Opportunities, Segmenting Visitors, and Delivering Optimal Content –  Jason Miller, CTO of Technology, Motorcycle Superstore –  Allen Miller, UI/UX Mgr., Motorcycle Superstore –  Jay Sahourieh, Director of Optimize Sales, Webtrends
  61. 61. Rate Session &Speakers/Panelists
  62. 62. Thank You Karen Wood, Sr. Product Marketing ManagerKirk Ramble, Principal Optimization Consultant Webtrends karen.wood@webtrends.com kirk.ramble@webtrends.com blogs.webtrends.com

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