HIGH CONVERTING  LANDING PAGES
SEARCH ENGINE +3% +1%   +1%   - INCREASE IN BOOKINGS
 
 
New Sign-in –  6.4%  increase in sales 4.2%  increase in registrations Only  4.6%  of marketers got picked the winner! Var...
WHO SHOULD DECIDE ON WEBSITE CONTENT? CEO Product Manager Marketing Department Creative Agency Web Designers Your Boss Exe...
Allows you to test multiple areas of a web page with multiple variations of content for each area Multivariate Testing CON...
<ul><li>Home Page Test </li></ul><ul><li>Multivariate testing was used to test: content  </li></ul><ul><li>Layout </li></u...
<ul><li>Multivariate Testing </li></ul><ul><li>Testing methods </li></ul><ul><li>Manual (traditional) </li></ul><ul><li>Au...
CASINO LANDING PAGE TEST PAGE & VARIANTS
CASINO LANDING PAGE TEST PAGE & VARIANTS
RESULTS New Page –  37%  increase in call to action clicks £X00,000  increase in revenue
POKER LANDING PAGE TEST PAGE & VARIANTS £700,000  increase in revenue
Test Variants
New Page –  119%  increase in clicks on Join Free Double digit increase in Subscriptions Content Combination Lift on contr...
 
47% Uplift  - 2 pages is better than 1! Content Variant Lift on control 2 Page Variant 47.5% Single Page (Control)  Varian...
SCRAPING THE SURFACE <ul><ul><li>Sign-up pages / Forms </li></ul></ul><ul><ul><li>Payment processes </li></ul></ul><ul><ul...
30% Increase in click-through.   Significant uplift in revenue maxymiser TM
maxymiser TM
£1.5m Increase in Annual Revenue Significant ROI on a 2 month test maxymiser TM
 
Original is  9%  better in converting customers (Sales) And had a lower visitor drop-off rate Variant Lift on control Defa...
CONVERSION MANAGEMENT, SEGMENT Personalise content:  Move from one site fits all to tailored sites / pages for different u...
TARGETING
TOP TIPS FOR TESTING <ul><li>Get buy in from stakeholders – make sure all realise WHY you are doing this </li></ul><ul><li...
QUESTIONS? Mark Simpson [email_address] 020 7149 3730
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Only 4.6% of Marketers can Spot a Winning Landing Page – Can You?

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We asked 452 online marketers to have a go at guessing the best performing content from four options and only 21 got it right. Using case studies with our clients including LoopyLove, Alpharooms and National Express, we will show how the content on landing pages will make or break site performance and EPC (earnings per click) and share effective scientific strategies for improving them including multivariate testing and segment targeting.

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Only 4.6% of Marketers can Spot a Winning Landing Page – Can You?

  1. 1. HIGH CONVERTING LANDING PAGES
  2. 2. SEARCH ENGINE +3% +1% +1% - INCREASE IN BOOKINGS
  3. 5. New Sign-in – 6.4% increase in sales 4.2% increase in registrations Only 4.6% of marketers got picked the winner! Variant Sales Increase Long 6.37% New_Butt 4.44% Simple 3.44% Default 0.00% Variant Registration Increase New_Butt 5.52% Long 4.18% Default 0.00% Simple -1.64%
  4. 6. WHO SHOULD DECIDE ON WEBSITE CONTENT? CEO Product Manager Marketing Department Creative Agency Web Designers Your Boss Executives Analysts Your Customers maxymiser TM
  5. 7. Allows you to test multiple areas of a web page with multiple variations of content for each area Multivariate Testing CONVERSION MANAGEMENT maxymiser TM
  6. 8. <ul><li>Home Page Test </li></ul><ul><li>Multivariate testing was used to test: content </li></ul><ul><li>Layout </li></ul><ul><li>Homepage offers </li></ul><ul><li>Content </li></ul>19% Reduction in Bounce Rate HOME PAGE maxymiser TM
  7. 9. <ul><li>Multivariate Testing </li></ul><ul><li>Testing methods </li></ul><ul><li>Manual (traditional) </li></ul><ul><li>Automatic - Continuous Optimisation </li></ul><ul><li>Key areas for MVT </li></ul><ul><li>Call to actions (buttons, </li></ul><ul><li>messages, etc) </li></ul><ul><li>High traffic pages / entry points </li></ul><ul><li>Blockages in visitor path </li></ul><ul><li>(funnel analysis) </li></ul><ul><li>Checkout / registration </li></ul><ul><li>Product page templates </li></ul>CONVERSION MANAGEMENT
  8. 10. CASINO LANDING PAGE TEST PAGE & VARIANTS
  9. 11. CASINO LANDING PAGE TEST PAGE & VARIANTS
  10. 12. RESULTS New Page – 37% increase in call to action clicks £X00,000 increase in revenue
  11. 13. POKER LANDING PAGE TEST PAGE & VARIANTS £700,000 increase in revenue
  12. 14. Test Variants
  13. 15. New Page – 119% increase in clicks on Join Free Double digit increase in Subscriptions Content Combination Lift on control 1 119% 2 112% 3 112% 4 104% Etc … Default Content 0.00%
  14. 17. 47% Uplift - 2 pages is better than 1! Content Variant Lift on control 2 Page Variant 47.5% Single Page (Control) Variant 0.00%
  15. 18. SCRAPING THE SURFACE <ul><ul><li>Sign-up pages / Forms </li></ul></ul><ul><ul><li>Payment processes </li></ul></ul><ul><ul><li>Cross sell areas </li></ul></ul><ul><ul><li>Promotions </li></ul></ul><ul><li>Landing pages are only the start - is the rest of the business performing well? </li></ul>
  16. 19. 30% Increase in click-through. Significant uplift in revenue maxymiser TM
  17. 20. maxymiser TM
  18. 21. £1.5m Increase in Annual Revenue Significant ROI on a 2 month test maxymiser TM
  19. 23. Original is 9% better in converting customers (Sales) And had a lower visitor drop-off rate Variant Lift on control Default 0.00% Reverse -9.19% Variant Dropout rate Default 14.24% Reverse 17.94%
  20. 24. CONVERSION MANAGEMENT, SEGMENT Personalise content: Move from one site fits all to tailored sites / pages for different users to increase relevance and conversion rates <ul><li>Create multiple campaigns (can be automated) </li></ul><ul><li>Test content based on segment </li></ul><ul><li>Serve dynamic content </li></ul><ul><li>Monitor conversion </li></ul><ul><li>Increase ROI </li></ul><ul><li>Increase Revenue </li></ul>
  21. 25. TARGETING
  22. 26. TOP TIPS FOR TESTING <ul><li>Get buy in from stakeholders – make sure all realise WHY you are doing this </li></ul><ul><li>Agree on evaluation criteria UP FRONT </li></ul><ul><li>Ensure sample size is sufficiently large to have high confidence in results </li></ul><ul><li>Be truly random, and consistent when it comes to users – Ensure your sample is representative </li></ul><ul><li>Understand why as well as what </li></ul><ul><li>Integrate constant testing into culture and systems </li></ul><ul><li>Test everything, all the time! </li></ul><ul><li>Be Bold </li></ul>
  23. 27. QUESTIONS? Mark Simpson [email_address] 020 7149 3730
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