Landing Page Testing to Attract Super Affiliates Tim Ash President & CEO 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

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

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

#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!

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

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

You have neglected your landing pages

Your conversion rate is too low

This is driving away super affiliates

Who should design your site? I.T. Marketing Ad Agency Your Boss Webmaster

None of the above… The Customer Is Always Right ! 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”

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

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”

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

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”

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

75% increase in post-trial sales

$200,000 annual profit improvement

Picking A Tuning Method

How do you tune? Key Considerations: Size of Test (total number of unique “recipes”) Need to consider variable interactions

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”

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 3)

“ Ferraris are Really Fast” Negative interaction between headline and picture Interaction Example (2 of 3)

“ Volvos Are Really Safe” Positive interaction between headline and picture Interaction Example (3 of 3)

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

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

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

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

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

#1 - Unclear Call-to-action What am I supposed to do on this page? Common issues: Spend precious time deciding what to do Get confused and frustrated

What am I supposed to do on this page?

Common issues:

Spend precious time deciding what to do

Get confused and frustrated

Before

After

#2 - Too Many Choices What am I supposed to do first? Common issues: Takes a long time to find information May not make the right choice Overwhelms visitor

What am I supposed to do first?

Common issues:

Takes a long time to find information

May not make the right choice

Overwhelms visitor

Awareness Squandered… 146 clickable links!

… Focus on Visitor’s Goals

#3 - Lack of Upstream Ad Continuity Does your landing page keep the promise that your ad makes? Common issues: Page title does not match user intent No access to the info promised Difficult to find ad-related content on page

Does your landing page keep the promise

that your ad makes?

Common issues:

Page title does not match user intent

No access to the info promised

Difficult to find ad-related content on page

Title matches search term Promise of relevant expert reviews

Title matches search term

Promise of relevant expert reviews

Relevant title & content Roadblock – must pay money NO direct access to promised info.

#4 – Visual Distractions Where am I supposed to look? Common issues: Visual assault is extremely annoying “ Gratuitous graphics” unrelated to product/service No clear separation of content and navigation Time wasted on looking at the wrong stuff

Where am I supposed to look?

Common issues:

Visual assault is extremely annoying

“ Gratuitous graphics” unrelated to product/service

No clear separation of content and navigation

Time wasted on looking at the wrong stuff

#5 – Too Much Text Do you really expect me to read all of this? Common issues: No much text in paragraph style No clear hierarchy or flow Inappropriate level of detail for a landing page

Do you really expect me to read all of this?

Common issues:

No much text in paragraph style

No clear hierarchy or flow

Inappropriate level of detail for a landing page

#6 – Long Forms Is the information you are asking for absolutely necessary to complete the current transaction ? Common Issues: Unnecessary fields Info not needed until later Requires supporting info that is not available

Is the information you are asking for absolutely necessary to complete the current transaction ?

Common Issues:

Unnecessary fields

Info not needed until later

Requires supporting info that is not available

Before

After 51% higher conversion $48,000,000/yr more revenue

51% higher conversion

$48,000,000/yr more revenue

#7 - Ineffective Risk Reducers & Trust Indicators Why should I trust you? Do I feel safe? Common issues: Trust symbols are “below the fold” Lack of endorsements (client/media logos)

Why should I trust you? Do I feel safe?

Common issues:

Trust symbols are “below the fold”

Lack of endorsements (client/media logos)

Example - Unhelpful Risk Reducers

Example - Helpful Risk Reducers

Example – Trust Indicators

Example – Trust Indicators

Summary 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

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

“ How to Attract Super Affiliates” Whitepaper http:// SiteTuners.com/downloads.html

Landing Page Optimization Book http://LandingPageOptimizationBook.com