Landing Page Optimization
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Landing Page Optimization

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Landing page best practices and specific examples that will help you start testing and increase conversions in your marketing campaigns.

Landing page best practices and specific examples that will help you start testing and increase conversions in your marketing campaigns.

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  • Landing page optimizationIncrease conversionsWhat to test and measureLanding page best practicesA/B testingMultivariate testingHow to get a conversion liftHeat mapsGenerate email opt-ins & downloadsMarketing ExperimentsMarketing SherpaOffer testingPre populate data to get a 50% conversion liftLanding page resources

Landing Page Optimization Landing Page Optimization Presentation Transcript

  • 2
    How to Get a 258% Conversion Lift—Or More!
  • | Who is Response Capture?
    2
    We help marketers who want to…..
    • Develop & launch landing pages without engaging IT
    • Pay-for-performance: only pay for visits or conversions
    • Enable agile marketing through rapid deployment
    Additionally, we offer consulting services to…
    • Help companies build a list of their highest priority buyers
    • Improve the conversion rates of landing pages
  • | Why Landing Pages?
    3
    • Best First Impression:
    • You’ve only got one shot to capture
    • Reduce Clutter/Noise:
    • Have a focused conversion goal
    • Increase Relevance
    • Give them exactly what they clicked for
    Your Best First Impression
    Increased Conversions = Increased Bottom Line
  • | Testing…One…Two?
    4
    “42% of marketers have tried A/B tests, 20.5% have tried multivariate tests, and 9.1% have attempted Taguchi-style multivariate tests” – MarketingSherpa
    “68.2% of marketers saw an increase in conversion when they altered their landing pages depending on offers or search terms” – MarketingSherpa
    What Has Been Your Experience?
  • | What To Test?
    5
    Landing Page Testing Roadmap
    • Start with an A/B Design Test
    • Declare a champion!
    • Then Test (in Priority Order):
    • Headlines
    • CTA Button Copy/Links
    • Button Color
    • Graphics
    • # of Form Fields
    • Body Test
    • And Finally: Multivariate/Taguchi
  • | What To Measure?
    6
    Conversions Matter!
    • Conversion Goals:
    • Purchases
    • Downloads (e.g. whitepapers)
    • Registrations (e.g. webinars)
    • Opt-ins
    • Page Exits:
    • Time on site
    • Bounce %
    • Mouse/Eye Paths:
    • Scrolling
    • Focus Areas
  • |Test Your Landing Page Intuition
    7
    Version A?
    Version B?
    Source: WhichTestWon.com
  • | Best Practices Are Not Guarantees
    8
    Version A
    Version B
    45%+ Sign ups; 2.8%+ AVG order; 10.3%- Bounce
  • |Tele-Prospecting Opt-in vs. Email Opt-in
    9
    • Setting:
    • Large B2B technology company
    • Objectives:
    • Alternative to telephone-based opt-in collection
    • Improve benchmarks for landing page conversation rates
    • Approach:
    • Email to a multi-step microsite
    • Test Plan:
    • Landing page design
    • Premium offer incentive
    Versus
  • |Reduce Distractions & Friction – Test #1
    10
    • Reduce Distractions:
    • Navigation bar
    • Singular call-to-action
    • Reduce Friction:
    • Only ask for email
    • Pre-populate data
    • Emphasize Offer:
    • Large image
    • Respected author
    Results: 25% opt-in rate gain and 36.4% conversion rate gain
  • |Focus on Value Proposition - Treatment
    11
    • Value Proposition Headline:
    • Free Report
    • Confidence in PDN
    • Clear Supporting Bullets:
    • WIIFM
    • Decrease Friction:
    • People don’t like to “Submit”
    Results: 162.5% conversion lift & 258% from initial benchmark
  • | Incentive Test to Gather Profiles
    12
    • Each Page Has a Goal:
    • Present offer
    • Gather additional insight
    • Value Exchange:
    • Premium incentive to gather profile information
    • Test Perceived Value:
    • Amazon gift card
  • | Which Incentive Won?
    13
    Win One
    of Twenty $25 Cards
    Win One
    of Ten $50 Cards
  • | Incentive Test Results
    14
    $50 Cards Converted at 31% Higher Rate
  • |Audience Ideas?
    15
  • |MarketingExperiments Testing Ideas
    16
    • More radical designs
    • White versus dark backgrounds
    • “Ugly converts”
    • Provide excerpt from white paper offer
    • Reader testimonials
    • Multivariate testing
  • | Landing Page & Testing Resources
    17
    • Books/Courses:
    • MarketingSherpa – Landing Page Handbook ($500)
    • MarketingExperiments (Online Coursework, Webinars) – Get $50 OFF with Promo Code: CAPTURE50
    • Landing Page Optimization by Tim Ash ($20)
    • Always Be Testing by Brian Eisenberg ($20)
    • Websites:
    • http://blog.marketingexperiments.com
    • http://www.whichtestwon.com
    • Tools:
    • CrazyEgg.com (Heat Maps)
    • Litmus.com (Cross Browser Testing)
  • | Questions?
    18
    Thank You!
    Email: bkent@responsecapture.com
    Phone: 800-705-2910
    Twitter: @responsecapture or @billkent
    LinkedIn: http://linkedin.com/in/billkentconsulting
    Always Be Converting™