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Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
Engage 2013 - Landing Page Optimization
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Engage 2013 - Landing Page Optimization

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Transcript

  • 1. Conversion 101:Optimizing Landing Pages & Sales Funnels Karen Wood, Sr. Product Marketing Mgr., Webtrends Kirk Ramble, Principal Optimization Consultant, Webtrends
  • 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. Sharpen your pencils. It’s…QUIZ TIME!
  • 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. Test #1: Travel Increase Views of Special Offers© 2011 Webtrends, All Rights Reserved. |5
  • 6. Test #2: Auto Increase Requests for Information© 2011 Webtrends, All Rights Reserved. |6
  • 7. Test #3: Auto Insurance Increase Click Rate to Next Step© 2011 Webtrends, All Rights Reserved. |7
  • 8. Test #4: Travel Increase Bookings© 2011 Webtrends, All Rights Reserved. |8
  • 9. Test #5: Mobile Increase Click Rate to Cart© 2011 Webtrends, All Rights Reserved. |9
  • 10. Test #6: Travel Increase Search Rate within Site© 2011 Webtrends, All Rights Reserved. | 10
  • 11. Test #7: Retail Increase Click Rate to Next Step in Checkout© 2011 Webtrends, All Rights Reserved. | 11
  • 12. What’s a landing page?THE MANY FACES OFLANDING PAGE OPTIMIZATION
  • 13. “Landing Pages” Take Many Forms
  • 14. “Landing Page Optimization” Means Many Things
  • 15. What’s a Landing Page for? Conversion.
  • 16. There Can Be Many Conversion Drivers on a Page
  • 17. There Are Conversion Drivers Across the Funnel
  • 18. Low Hanging FruitSTART WITH LANDING PAGES
  • 19. Simple to Test
  • 20. Less PoliticalFewer Internal Stakeholders
  • 21. Outside IT’s Domain
  • 22. Take Chances & Learn
  • 23. Putting Optimization Into PracticeTOP FIVE CHALLENGES
  • 24. Reality: Optimization Is a PriorityOptimization = $
  • 25. Reality: Optimization Rarely Decides No Optimization = ?
  • 26. A Experienced Testing Team Bridges the Gap
  • 27. Challenge #1: Time•  Test planning•  Simultaneous tests•  Ongoing testing•  Test completion
  • 28. Challenge #2: Resources•  Test planning•  Technical•  Design•  QA•  Interpreting results
  • 29. Challenge #3: Expertise•  Which variables to test?•  MVT vs. AB/n vs…?•  Statistical validity?•  Levels of confidence?
  • 30. Challenge #4: Budget•  Getting more ROI?•  Increasing revenue?•  Improving customer experience?
  • 31. Challenge #5: Technology•  Deploying the JavaScript code•  QA-ing the environment•  Multiple domains•  Security•  Compliance
  • 32. Best PracticesTOP FIVE LANDING PAGE TIPS
  • 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. 2. Know Your Metrics•  Choose the right metrics –  Follow the money –  What is a conversion worth?•  Understand your baseline
  • 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. 4. Align Roadmap to Business Goals Test Idea Test Idea Test Knowledge Test Idea Test Idea
  • 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. Stop there? No!BEYOND LANDING PAGES
  • 39. Test Across Your Buy Flows
  • 40. Test on High Value Pages
  • 41. Go Beyond the Desktop
  • 42. Did You Guess Correctly?QUIZ RESULTS
  • 43. Test #1: Travel Increase Views of Special Offers© 2011 Webtrends, All Rights Reserved. | 44
  • 44. Test #1: Travel Increase Views of Special Offers +9.9% Lift© 2011 Webtrends, All Rights Reserved. | 45
  • 45. Test #2: Auto Increase Requests for Information© 2011 Webtrends, All Rights Reserved. | 46
  • 46. Test #2: Auto Increase Requests for Information +158% Lift© 2011 Webtrends, All Rights Reserved. | 47
  • 47. Test #3: Auto Insurance Increase Click Rate to Next Step© 2011 Webtrends, All Rights Reserved. | 48
  • 48. Test #3: Auto Insurance Increase Click Rate to Next Step WIN NER CL EAR NO© 2011 Webtrends, All Rights Reserved. | 49
  • 49. Test #4: Travel Increase Bookings© 2011 Webtrends, All Rights Reserved. | 50
  • 50. Test #4: Travel Increase Bookings Optimal© 2011 Webtrends, All Rights Reserved. | 51
  • 51. Test #5: Mobile Increase Click Rate to Cart© 2011 Webtrends, All Rights Reserved. | 52
  • 52. Test #5: Mobile Increase Click Rate to Cart +50% Lift© 2011 Webtrends, All Rights Reserved. | 53
  • 53. Test #6: Travel Increase Search Rate within Site© 2011 Webtrends, All Rights Reserved. | 54
  • 54. Test #6: Travel Increase Search Rate within Site +4.0% Lift© 2011 Webtrends, All Rights Reserved. | 55
  • 55. Test #7: Retail Increase Click Rate to Next Step in Checkout© 2011 Webtrends, All Rights Reserved. | 56
  • 56. Test #7: Retail Increase Click Rate to Next Step in Checkout +1.4% Lift© 2011 Webtrends, All Rights Reserved. | 57
  • 57. Test #7: Retail Increase Click Rate to Next Step in Checkout +8.4% Lift© 2011 Webtrends, All Rights Reserved. | 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. FREE LPO Benchmark Report from Marketing Sherpa•  $447 Value•  FREE from Webtrends
  • 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. Rate Session &Speakers/Panelists
  • 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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