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Advanced Optimization For Landing Pages
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Advanced Optimization For Landing Pages

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Learn how to optimize your landing pages and increase conversion rates by 50-500% using simple techniques and technologies. Get that competitive edge by increasing margins and return on marketing ...

Learn how to optimize your landing pages and increase conversion rates by 50-500% using simple techniques and technologies. Get that competitive edge by increasing margins and return on marketing spend.

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Advanced Optimization For Landing Pages Advanced Optimization For Landing Pages Presentation Transcript

  • 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…
    Affiliate & Search – Competition or Cooperation?
    • Cooperation
      • Trademark
        • Things to think about…
          • 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
        • Things to think about…
          • 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
    Affiliate & Search – Competition or Cooperation?
  • 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]