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Landing page optimization

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A brief presentation of Landing Page Optimization using examples.

A brief presentation of Landing Page Optimization using examples.

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  • Associative content targeting (also called rule-based optimization or passive targeting). The page content is modified based on information obtained about the visitor's search criteria, geographic information of source traffic, or other known generic parameters can be used for explicit non-research-based consumer segmentation.Predictive content targeting (also called active targeting). The page content is adjusted by correlating any known information about the visitor (e.g., prior purchase behavior, personal demographic information, browsing patterns, etc.) to anticipate (desired) future actions based on predictive analytics.Consumer directed targeting (also called social targeting). The page content is created using the relevance of publicly available information through a mechanism based on reviews, ratings, tagging, referrals, etc.
  • Look at your site metrics, and evaluate each channel of traffic (e.g., PPC, email, SEO, etc.) Do channel mapping to see what text and images you are using (i.e., if a visitor clicks an ad, be sure you are using that copy on your landing pages) Determine how each channel is impacting your conversion or customer experience Use the landing page that best matches the motivations of customers arriving via that channel Do not send visitors from PPC, banners or emails directly to your home page Make sure to connect them to the most relevant page for higher conversions Analyze order history Know what your customers looked at or ordered previously Design or build pages that are more relevant to that history to enhance their next visit Analyze your metrics to see what customers are most likely to buy Look at what products the customer is looking for Deliver relevant solutions on your landing page Survey your customers, and ask them about their shopping experience Do not simply guess what the landing page should be Inquire with your customers to see if they were able to find what they were looking for
  • Transcript

    • 1. 1
      By Anurag Kumar
      Landing Page Optimization 
    • 2. Landing page optimization  (LPO)
      Part of conversion optimization, also called Conversion Rate Optimization (CRO)
      LPO aims to provide page content and appearance that makes the webpage more appealing to target audiences
      With goal of improving the percentage of visitors to the website that become sales leads and customers
      2
    • 3. Example of Landing Page Optimization
      3
    • 4. Example of Landing Page Optimization
      4
    • 5. LPO based on targeting
      Associative content targeting 
      rule-based optimization or passive targeting
      Search, geographical information, generic parameters
      Explicit non-research based consumer segmentation
      Predictive content targeting 
      active targeting
      Prior purchase, demographic information, browsing pattern
      Consumer directed targeting 
      social targeting
      Reviews, rating, tagging, referrals
      5
    • 6. Example of On-Site Behavioral Targeting
      6
      Before
      After
    • 7. LPO based on experimentation
      Closed-ended experimentation
      Consumers are exposed to several variations of landing pages while their behavior is observed
      At the conclusion of the experiment, an optimal page is selected based on the outcome of the experiment
      Open-ended experimentation
      Similar to Closed-ended experimentation
      On-going
      Landing page is adjusted dynamically as the experiment results change
      7
    • 8. Experimentation-based landing page optimization
      A/B Testing
      testing of more than one version of a web page
      usually uniquely created and stand alone
      Multivariate Testing
      Testing different modules/containers of a web page
      Experience Testing
      change the entire site experience of the visitor
      8
    • 9. A/B Testing
      9
    • 10. A/B Testing
      Pro's of doing A/B Testing:
      Cheapest way of doing testing since existing resources and tools are used
      Con's of doing A/B Testing:
      It is difficult to control all the external factors
      hard to discern correlations between elements being tested
      10
    • 11. Multivariate Testing
      11
    • 12. Multivariate Testing
      12
    • 13. Multivariate Testing
      Existing Tools
      Free:
      Google Website Optimizer
      Paid:
      Offermatica, Optimost, and SiteSpect
      Pro's of doing Multivariate Testing:
      Application Service Provider (ASP) model
      Easy to implement
      It can be a continuous learning methodology
      Con's of doing Multivariate Testing:
      Need a clean pool of ideas that are sourced from known customer pain points or strategic business objectives.
      Website experiences for most sites are complex multi page affairs.
      Can only optimizing one page and cannot play a outsized role in final outcome, just the first step or two
      13
    • 14. Experience Testing
      Existing Tools
      ATG, Blue Martini Software
      Pro's of doing Experience Testing:
      Ability to test on your customers in their native environment
      Five to ten times more powerful results than any other methodology
      Con's of doing Experience Testing:
      Need a website platform that supports experience testing
      It takes longer than the other two methodology
      It takes more brain power
      14
    • 15. Marketing Experiments Conversion Sequence
      15
    • 16. What is Motivation?
      When we refer to motivation (m), we are thinking of the following two components:
      The nature of or reason(s) for the customer’s demand for the product
      Why is the customer looking for the product or service?
      The magnitude of the customer’s demand for the product
      How intense is the customer’s desire for the product or service?
      16
    • 17. 5 ways to gain insight on Motivation
      Look at site metrics, and evaluate each channel of traffic (e.g., PPC, email, SEO, etc.)
      Use the landing page that best matches the motivations of customers arriving via that channel
      Analyze order history
      Analyze your metrics to see what customers are most likely to buy
      Survey your customers, and ask them about their shopping experience
      17
    • 18. What is a Value Proposition?
      Determining the (v) for your site requires the following:
      You must differentiate your offer from competitors’
      You may match a competitor on every dimension of value except one
      You need to excel at least one element of value
      18
    • 19. 5 ways to improve Value Proposition
      Headlines
      make it clear why a customer should try your product or shop with you
      Copywriting
      analyze your content for potentially substantial conversion gains
      Images
      ensure they are communicating your value proposition; if not, remove them
      Design
      test layout, fonts, colors and aesthetics for location and effectiveness
      Button text
      include a clear value, as this is likely the last element a customer sees on a page
      19
    • 20. What is Friction?
      A psychological resistance to a given element in the sales process
      Friction on a landing page can be broken down into length and difficulty of proceeding through the information
      20
    • 21. Examples
      Length Example: A form with 23 fields to complete.
      To get more people to complete the process, only ask for the data you need. Quality over quantity.
      Difficulty Example: A landing page with three columns of information and no clear way to proceed.
      To make next steps clear, analyze the page layout to ensure it is easy to scan and absorb.
      A landing page is intended to be about one product, one offer or one action—one value proposition
      21
    • 22. 5 ways to decrease unnecessary Friction
      Forms
      ask for the minimal amount of information, and use clear field labels
      Length
      display only enough detail to enable the customer to make a buying decision
      Distractions
      remove unnecessary navigation, secondary offers, banners, ads and promotions
      Content
      make it flow vertically down the page with cues (e.g., headings) not distractions
      Images
      use charts and graphics only where they communicate more effectively than text
      22
    • 23. What is Incentive?
      an appealing element introduced to stimulate a desired action
      Example:
      Discount
      Bonus
      23
    • 24. 3 ways to optimize incentives
      Look for high perceived value products that complement the primary product or service, for instance:
      Ink cartridges for printers (a few dollars invested but a retail value of $20-$30)
      Anything of value to your customers that you can get at a discounted price or rate
      Position them on the page where they are both in the primary eye path (e.g., sub-headlines) and in close proximity to the call to action (e.g., order forms, carts) right before they click
      Test, test, test to find the right incentive
      i.e., $5, $1 or free shipping
      24
    • 25. What is Anxiety?
      Quality of service
      Will they deliver on their promise?
      Reliability of the product
      Is there a warranty if it breaks?
      Security
      Is it safe to use my credit card on this site?
      Price
      Competitiveness and cost/benefit
      Could I get it for less elsewhere?
      Is it worth it?
      25
    • 26. 15 ways to help overcome anxiety
      External factors (what others say about you)
      Security seals (VeriSign)
      Credibility indicators (BBB, Trust-e, HACKERSAFE)
      Testimonials (categorized, sequenced and specific to cause of anxiety)
      Third-party ratings (PriceGrabber, Yahoo! Store)
      Internal factors (what you say about yourself)
      Copy
      Language (Spanish vs. English)
      Tone (match tone to buying decision)
      Personalization
      Signatures
      Images
      Colors and themes (matching look and feel of site to niche)
      Privacy policy
      Satisfaction guarantees
      About Us page
      Contact phone number (reassure that the company is legitimate, talk to an actual person)
      26
    • 27. Four common issues with landing pages
      Too-much text 
      without any apparent order and layout
      Headline 
      that doesn’t tell what your product or service does
      or, in other words, tangential headline
      Call-to-Action
      Lack of a single prominent call-to-action 
      either there is none or there are too many
      Social Proof
      Lack of social proof or ROI proof
      who uses the service and what are the benefits
      27
    • 28. Issue #1: Too much text
      28
    • 29. Issue #2: Lack of descriptive headline
      29
    • 30. Issue #3: Lack of a single prominent call-to-action
      30
    • 31. Issue #4: Lack of social proof or ROI proof
      31
    • 32. References
      32
      Wikipedia (Landing page optimization)
      SiteSpect (Resources)
      Omniture (Resources)