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! 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%

WHO SHOULD DECIDE ON WEBSITE CONTENT? CEO Product Manager Marketing Department Creative Agency Web Designers Your Boss Executives Analysts Your Customers maxymiser TM

Allows you to test multiple areas of a web page with multiple variations of content for each area Multivariate Testing CONVERSION MANAGEMENT maxymiser TM

Home Page Test Multivariate testing was used to test: content Layout Homepage offers Content 19% Reduction in Bounce Rate HOME PAGE maxymiser TM

Home Page Test

Multivariate testing was used to test: content

Layout

Homepage offers

Content

Multivariate Testing Testing methods Manual (traditional) Automatic - Continuous Optimisation Key areas for MVT Call to actions (buttons, messages, etc) High traffic pages / entry points Blockages in visitor path (funnel analysis) Checkout / registration Product page templates CONVERSION MANAGEMENT

Multivariate Testing

Testing methods

Manual (traditional)

Automatic - Continuous Optimisation

Key areas for MVT

Call to actions (buttons,

messages, etc)

High traffic pages / entry points

Blockages in visitor path

(funnel analysis)

Checkout / registration

Product page templates

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 control 1 119% 2 112% 3 112% 4 104% Etc … Default Content 0.00%

47% Uplift - 2 pages is better than 1! Content Variant Lift on control 2 Page Variant 47.5% Single Page (Control) Variant 0.00%

SCRAPING THE SURFACE Sign-up pages / Forms Payment processes Cross sell areas Promotions Landing pages are only the start - is the rest of the business performing well?

Sign-up pages / Forms

Payment processes

Cross sell areas

Promotions

Landing pages are only the start - is the rest of the business performing well?

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 Default 0.00% Reverse -9.19% Variant Dropout rate Default 14.24% Reverse 17.94%

CONVERSION MANAGEMENT, SEGMENT Personalise content: Move from one site fits all to tailored sites / pages for different users to increase relevance and conversion rates Create multiple campaigns (can be automated) Test content based on segment Serve dynamic content Monitor conversion Increase ROI Increase Revenue

Create multiple campaigns (can be automated)

Test content based on segment

Serve dynamic content

Monitor conversion

Increase ROI

Increase Revenue

TARGETING

TOP TIPS FOR TESTING Get buy in from stakeholders – make sure all realise WHY you are doing this Agree on evaluation criteria UP FRONT Ensure sample size is sufficiently large to have high confidence in results Be truly random, and consistent when it comes to users – Ensure your sample is representative Understand why as well as what Integrate constant testing into culture and systems Test everything, all the time! Be Bold

Get buy in from stakeholders – make sure all realise WHY you are doing this

Agree on evaluation criteria UP FRONT

Ensure sample size is sufficiently large to have high confidence in results

Be truly random, and consistent when it comes to users – Ensure your sample is representative

Understand why as well as what

Integrate constant testing into culture and systems

Test everything, all the time!

Be Bold

QUESTIONS? Mark Simpson [email_address] 020 7149 3730