Landing Page Testing to Attract Super Affiliates
Upcoming SlideShare
Loading in...5
×
 

Landing Page Testing to Attract Super Affiliates

on

  • 7,142 views

Landing Page Testing can lead to double digit conversion rate gains. Learn how to test your pages to improve conversion, and attract super affiliates without changing your payout structure.

Landing Page Testing can lead to double digit conversion rate gains. Learn how to test your pages to improve conversion, and attract super affiliates without changing your payout structure.

Statistics

Views

Total Views
7,142
Views on SlideShare
7,024
Embed Views
118

Actions

Likes
3
Downloads
100
Comments
0

7 Embeds 118

http://blog.affiliatetip.com 52
http://blog.affiliatesummit.com 46
http://geekcast.fm 14
http://static.slideshare.net 2
http://www.slideshare.net 2
http://www.equte.com 1
http://www.affiliatesummit.com 1
More...

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Landing Page Testing to Attract Super Affiliates Landing Page Testing to Attract Super Affiliates Presentation Transcript

  • Landing Page Testing to Attract Super Affiliates Tim Ash, President, SiteTuners.com
  • Overview
    • The mind of the super affiliate
    • Landing page testing basics
    • Case studies
    • Picking a testing method
    • Pitfalls to avoid
    • Q&A
  • The Mind of the Super Affiliate
  • Super Affiliates are …
    • Mercenary
      • Work for themselves, always looking for best opportunity
    • Busy
      • Always testing new programs, will quickly cut their losses
    • Greedy
      • Bombarded with offers, picky about testing new programs, expect better than “rack rate” deals
    • Lazy
      • Want to minimize up-front and ongoing work, do not want changes or surprises
  • Top-10 Ways to Attract Super Affiliates
    • #10 – Join an affiliate network
    • #9 – Offer better payouts
    • #8 – Pay up
    • #7 – Allow bidding on your brand
    • #6 – Don’t be “high maintenance”
    • #5 – Don’t change the rules of the game
    • #4 – Share sensitive information
    • #3 – Listen to suggestions
    • #2 – Go the extra mile
    • #1 – Fix your conversion rate
  • Impact of Improved Conversion Rate
    • BEFORE
    • Payout - $1.25 Cost - $1.00 Profit - $0.25
    • A 20% increase in conversion rate…
    • AFTER
    • Payout - $1.50 ($1.25 x 120%) Cost - $1.00
    • Profit - $0.50
    • … will DOUBLE the super affiliate’s profits!
  • Landing Page Testing Basics
  • What is Landing Page Testing?
    • Online Marketing Activities
      • Acquisition – Get people to your site
      • Conversion – Persuade them to take desired action
      • Retention – Increase lifetime value of relationship
    • Conversion Rate
      • Percentage of visitors who take desired action
    • Landing Page Testing
      • Improving conversion rate by testing website changes
  • Why should you care?
    • You have neglected your landing pages
    • Your conversion rate is too low
    • This is driving away super affiliates
  • Question: What is a Camel ? Answer: A Horse Designed by Committee
  • Who should design your site? I.T. Marketing Ad Agency Your Boss Webmaster
  • None of the above… Your website serves too many masters. It should be focused only on conversion. I.T. Marketing Ad Agency Your Boss Webmaster YOUR WEBSITE VISITORS
  • Case Studies
  • Case Study - RealAge.com
    • Conversion action: Completion of free RealAge Test registration
    • Test Size: 552,960 unique “recipes”
  • Before After
  • Results - RealAge
    • 40% lift in conversion rate
    • $3,285,000 annual profit improvement
  • Case Study – Uniblue Registry Booster
    • Conversion Action: Free software download
    • Extensive previous page testing by client
    • Test Size: 3,110,400 unique “recipes”
  • Before After
  • Results - Uniblue Registry Booster
    • 24% increase in conversion
    • CR improved from 30.3% to 37.7%
    • $182,000 annual profit improvement
  • Case Study - PowerOptions ®
    • Conversion action: Free 2-week trial sign-up
    • Tuning Method: A-B Split Testing
    • Test Size: 3 unique “recipes”
  • Before After
  • Results - PowerOptions ®
    • 75% increase in post-trial sales
    • $200,000 annual profit improvement
  • Case Study – EngineReady
    • Industry: SEM Agency’s Debt Negotiation client
    • Conversion Action: Online form or phone lead
    • Large-scale PPC campaign
    • Test Size: 192 unique “recipes”
  • Before After
  • Results - EngineReady
    • 51% increase in revenue per visitor
    • $48,000,000 annual revenue increase
  • Picking A Tuning Method
  • How do you tune?
    • Key Considerations:
    • Size of Test (total number of unique “recipes”)
    • Need to consider variable interactions
  • Example Size of Test Calculation
    • Page Header x 3
    • Navigation Bar x 2
    • Headline x 5
    • Call to Action x 4
    • Photo x 4
    • Sales Copy x 4
    • Endorsements x 2
    • Question Labels x 2
    • Question Delimiter x 3
    • Question Explanations x 2
    • Button Text x 3
    • Button Format x 4
    • 12 Variables , 38 different values
    • 552,960 unique “recipes”
  • “ Ferraris are Really Fast” Positive interaction between headline and picture Interaction Example (1of 4)
  • “ Ferraris are Really Fast” Negative interaction between headline and picture Interaction Example (2 of 4)
  • “ Volvos Are Really Safe” No interaction between headline and picture Interaction Example (3 of 4)
  • “ Volvos Are Really Safe” Positive interaction between headline and picture Interaction Example (4 of 4)
  • Interactions are Very Important
    • Best setting for variable depends on its context
    • Interactions exist & can be very strong
    • Ignoring interactions will lead to suboptimal results
    • A/B Splits & Parametric Multivariate testing assume that there are no interactions
  • A-B Split Testing
    • Test one variable at a time (with 2 or more values)
    • Send equal traffic to all versions
    • Very simple to implement & track
    • Minimum Data Rate:
    • 10 conversions / day
    • Typical Test Size:
    • 1-10 recipes
  • Parametric Multivariate Testing
    • A.K.A. “Design of Experiments” & “Taguchi Method”
    • Tests several variables at the same time
    • Ignores variable interactions
    • Minimum Data Rate:
    • 50 conversions / day
    • Typical Test Size:
    • 10-100 recipes
  • Non-parametric Tuning
    • Proprietary math for Internet marketing
    • Designed for large-scale tests
    • Takes variable interactions into account
    • Minimum Data Rate:
    • 100 conversions / day
    • Typical Test Size:
    • 1,000,000+ recipes
  • Avoiding The Pitfalls
  • Awareness Squandered… 146 clickable links!
  • … Focus on Visitor’s Goals
  • Pitfall #1 – Squandering Attention
    • Stop screaming at your visitors
    • Eliminate choices
    • Unclutter what remains
  • Frustrating User Experience …
  • Guide people safely to their goal…
    • Context sensitive search wizard
      • Text
      • Category
      • Brand
      • Size
      • Color
      • “ On Sale” & “New”
  • Pitfall #2 – Frustrating Users
    • Don’t make people feel stupid
    • Avoid painting them into corners
  • Invisible Risk Reducers …
  • Prominent Risk Reducers…
  • Pitfall #3 – Invisible Risk Reducers
    • Make risk reducers prominent
    • Show them on all pages
  • Prominent Client List …
  • Prominent Media Coverage…
  • Pitfall #4 – Lack of Social Proof
    • Transfer trust from larger brands
      • Endorsements
      • Affiliations
      • Media coverage
    • Transfer trust from your clients
      • Case studies
      • Client logos
      • Testimonials
  • Transaction Interruption…
  • Poor Transaction Design (1 of 2)
  • Poor Transaction Design (2 of 2)
  • Better Transaction Design * *However – best solution is to remove registration requirement altogether.
  • Pitfall #5 – Surprising or Confusing Visitors
    • No one likes surprises online
    • Don’t interrupt people unnecessarily
    • Clearly identify important roles
    • Test any interruption tactics to determine impact
    • Consider long-term implications
  • Pop Quiz
    • You test a change that increases CR …
    • Week 1 - CR = 4.63%
    • Week 2 - CR = 5.03%
    • Should you get a promotion?
  • Answer
    • No.
    • New Baseline Lift
    • Week 1 - 4.63% 3.59% +29%
    • Week 2 - 5.03% 6.18% -19%
    • Things have actually gotten much worse
    • relative to the baseline.
  • Pitfall #6 – Ignoring Your Baseline
    • Always devote some bandwidth to your current version (the “baseline”)
    • Measure relative to the baseline, not absolute performance
  • Pop Quiz
    • You are performing an A/B Split Test …
    • Option A - 90 conversions
    • Option B - 100 conversions
    • Is B really 10% better than A?
  • Answer
    • Don’t know.
    • 1/3 of the time
    • this difference will be due to chance
    • and A is actually better than B.
  • Data Collection Example (1 of 2) 10% difference - 90 vs. 100 conversions Very wide and overlapping error bars
  • Data Collection Example (2 of 2) 10% difference - 1350 vs. 1500 conversions Error bars have gotten narrow and have “uncrossed”
  • Pitfall #7 – Not Collecting Enough Data
    • Do not make decisions based on too little data
    • Pick a confidence level (90%, 95%, 99%)
    • Wait to see which version is better
  • Summary
    • The mind of the super affiliate
    • Landing page testing basics
    • Case studies
    • Picking a testing method
    • Pitfalls to avoid
    • Q&A
  • Q&A & Additional Resources
    • “ How to Attract Super Affiliates” Whitepaper http:// SiteTuners.com/downloads.html
    • Landing Page Optimization Book http://LandingPageOptimizationBook.com