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2<br />How to Get a 258%         Conversion Lift—Or More!<br />
| Who is Response Capture?<br />2<br />We help marketers who want to…..<br /><ul><li>Develop & launch landing pages withou...
Pay-for-performance: only pay for visits or conversions
Enable agile marketing through rapid deployment</li></ul>Additionally, we offer consulting services to… <br /><ul><li>Help...
Improve the conversion rates of landing pages</li></li></ul><li>| Why Landing Pages?<br />3<br /><ul><li>Best First Impres...
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 </li></ul>Your Best First Impression<br />Increased Conversions = Increased Bottom...
| Testing…One…Two?<br />4<br />“42% of marketers have tried A/B tests, 20.5% have tried multivariate tests, and 9.1% have ...
| What To Test?<br />5<br />Landing Page Testing Roadmap  <br /><ul><li>Start with an A/B Design Test
 Declare a champion!
Then Test (in Priority Order):
 Headlines
 CTA Button Copy/Links
 Button Color
 Graphics
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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.

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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 &amp; downloadsMarketing ExperimentsMarketing SherpaOffer testingPre populate data to get a 50% conversion liftLanding page resources
  • Transcript of "Landing Page Optimization"

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