Advanced Optimization For Landing Pages

Advanced Optimization for Landing Pages

Moderator: Olivier Chaine, CEO, magnify360 Panelists: Trevor Claiborne , Product Marketing Manager, Google Lisa Crossley Hunter , Senior Director CJ Search, Commission Junction Beth Kirsch , VP, Marketing and Business Development, uAmplify

Formula for Online Success ’ 97 Build a Brochure Site ’ 99 Build a ‘Pretty’ Site ’ 01 Success? What’s That? ’ 03 A/B Testing ’ 05 Advertise on Google ’ 07 Optimize Media Budgets 2009 Conversion Optimization

I’m Not a Click….. I am bi-lingual a world traveler a blogger an early-adopter I am a small business owner a huge sports fan not a computer person very organized I am a grandfather a Fortune 500 Exec always mobile decisive I am a film buff a trend setter high-maintenance so, like, L.A.

Profile Driven Insight Findings: Copy heavy pages perform better after hours, while concise pages perform better during business hours. Top Performing Time Profiles: Weekday, Morning, Afternoon Top Performing Time Profiles: Weekend, Insomniac

Customers Think Differently LOGICAL EMOTIONAL COMPETITIVE SLOW SPONTANEOUS METHODICAL HUMANISTIC FAST

Performance By Profile Early Adopter

Designing for the Customer Why are they here TODAY? How do they THINK? How do they BUY / STICK? What kind of DIALOG is best? 1 2 3 4

Test Everything

Faster Optimization = Higher Margins, Competitive Advantage

Thank You

Olivier Chaine

CEO

[email_address]

www.magnify360.com/lpa

The Only Optimization Technology with Predictive DNA™

Website Optimizer & LPO Strategies Trevor Claiborne Product Marketing Manager Google Website Optimizer

What is Website Optimizer?

Website Optimizer is a free tool for

A/B Testing

&

Multivariate Testing

A/B Testing A B Vs.

MerchantWarehouse – Version A

MerchantWarehouse – Version B 15% increase in conversions

Multivariate Testing Headline Image Buy now Product description Better Headline Free Trial Alternate description

50% increase in conversions

Best Practices

Start Now

What do they do They sell nerdy t-shirts

What’s their site www.nerdyshirts.com

Start Now

Start Now Took 20 minutes to set up Took 1 week to collect data 7% increase in conversions Ran their first test Vs.

Best Practices

Start Now

Test Often

Test Often Time Conversion Rate Your current conversion rate Conversions without testing 7% increase 13% increase 12% increase 19% increase Conversions After Testing 61% increase

Advanced Testing Tactics

Multi-page Multivariate

The “Don’t Bounce” Test

Multipage Multivariate Section Script Test Page Tracking Script Section Script Section Script Conversion Script Conversion Page

Multipage Multivariate SS Test Page Tracking Script Control Script Section Script CS Conv. Page TS SS TS Page 2 Page 3

The “Don’t Bounce” Test Conversion Script Conversion Page Test Page Tracking Script Control Script

The “Don’t Bounce” Test CS Test Page Tracking Script Control Script CS CS

Coming Soon: The Techie Guide

Detailed overview of the GWO scripts and code In-depth look at experimenting with dynamic content More advanced testing strategies

Watch for it at the GWO blog: websiteoptimizer.blogspot.com

www.google.com/WebsiteOptimizer

Best practices and case studies

Website Optimizer Authorized Consultants

Blog – websiteoptimizer.blogspot.com

Forums

More resources

Beth Kirsch VP, Marketing and Business Development, uAmplify

Advertiser Perspective

Largest lever for the your business in the affiliate channel is your landing page conversion

Lowermybills dominated the affiliate marketplace, because of conversion rates, not payouts

As an advertiser, you need to test your landing pages by channel and even your verticals in the affiliate channel

Audible Case Study

Increased EPC directly related to landing page optimization. The chart above was a just not 25% increase in conversion, but also in affiliate payout without an increase in commissions

We tested landing pages by channel, traffic partner, and affiliate vertical

Search affiliates got search landing pages and this increased their conversation rate by ~20% even once we had optimized for the channel

Other verticals got different pages

Note: It’s also about product working on conjunction with your landing page

Search and Affiliate LPO Lisa Crossley Hunter Senior Director, CJ Search

Competition

Share Search Channels (SEO, PPC, Feeds)

Trademark Bidding

Display URL usage

Ad Copy

Natural Listings

Higher CPCs

Higher overall Cost per Acquisition (CPA)

Channel Conflict

Affiliate & Search – Competition or Cooperation?

Cooperation

Ad Copy

Things to think about…

Define what can and cannot be used in ad copy (discount vs. cheap)

Be explicit about the use of the brand

Outline how often promotions change so publishers understand the level of effort required to keep up with ‘outdated’ copy

Natural Listings

If your publisher(s) have better optimized sites, look at your own SEO efforts…

Cooperation

Trademark

Are your competitors bidding on them?

Do you need coverage in off hours based on budget limitations

Do you have high performing publishers that leverage your brand well?

Display URL Usage

Are there keywords your publishers have better landing pages for?

Higher level view of Landing Page Optimization - who has better pages? Advertiser or Publisher? Optimize from there

Separate LPO for Different Channels

Optimized 3 Product Lines:

Shared Hosting | Dedicated Hosting | Email

Campaign Performance: Conversion Rate Lift: 67%

Paid Search Channel Control Page Optimized Shared Hosting Page

Separate LPO for Different Channels Affiliate Channel Optimized 2 Product Lines: Shared Hosting | Dedicated Hosting Campaign Performance: Conversion Rate Lift: 454% Control Page Optimized Shared Hosting Page

Question & Answer

Thank You

Olivier Chaine

CEO, magnify360

[email_address]

+1.310.910.9747

Lisa Crossley Hunter Senior Director, CJ Search [email_address] +1.508.480.4013 Trevor Claiborne Product Marketing Manager, Google [email_address] +1.650.253.0864 Beth Kirsch VP Marketing and Business Dev, UAmplify [email_address]