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BootCamp Landing Page Optimization

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The presentation discusses the impact of landing page optimization to marketing campaigns.

The presentation discusses the impact of landing page optimization to marketing campaigns.

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  • 1. >  Landing  page  tes-ng  <   Smart  data  driven  marke-ng  
  • 2. >  Short  but  sharp  history  §  Datalicious  was  founded  late  2007  §  Strong  Omniture  web  analy-cs  history  §  Now  360  data  agency  with  specialist  team  §  Combina-on  of  analysts  and  developers  §  Carefully  selected  best  of  breed  partners  §  Driving  industry  best  prac-ce  (ADMA)  §  Turning  data  into  ac-onable  insights  §  Execu-ng  smart  data  driven  campaigns  
  • 3. >  Smart  data  driven  marke-ng   “Using  data  to  widen  the  funnel”   Media  A;ribu-on  &  Modeling   Op-mise  channel  mix,  predict  sales   Targeted  Direct  Marke-ng     Increase  relevance,  reduce  churn   Tes-ng  &  Op-misa-on   Remove  barriers,  drive  sales   Boos-ng  ROI  August  2011   ©  Datalicious  Pty  Ltd   3  
  • 4. >  Clients  across  all  industries  August  2011   ©  Datalicious  Pty  Ltd   4  
  • 5. >  What  methods  work  best?   Google:   “econsultancy   tes-ng  buyers   guide”  August  2011   ©  Datalicious  Pty  Ltd   5  
  • 6. Don’t  reinvent  the  wheel  August  2011   ©  Datalicious  Pty  Ltd   6  
  • 7. August  2011   ©  Datalicious  Pty  Ltd   7  
  • 8. “landing  page  op-misa-on”  August  2011   ©  Datalicious  Pty  Ltd   8  
  • 9. The  holy  trinity  of  tes-ng  August  2011   ©  Datalicious  Pty  Ltd   9  
  • 10. >  The  holy  trinity  of  tes-ng  1.  The  headline   –  Have  a  headline!   –  Headline  should  be  concrete   –  Headline  should  be  first  thing  visitors  look  at  2.  Call  to  ac-on   –  Don’t  have  too  many  calls  to  ac-on   –  Have  an  ac-onable  call  to  ac-on   –  Have  a  big,  prominent,  visible  call  to  ac-on  3.  Social  proof   –  Logos,  number  of  users,  tes-monials,  case  studies,   media  coverage,  recommenda-ons,  etc  
  • 11. >  Online  form  best  prac-ce   Maximise  data  integrity   Age  vs.  year  of  birth   Free  text  vs.  op-ons   Use  auto-­‐complete     wherever  possible  August  2011   ©  Datalicious  Pty  Ltd   11  
  • 12. The  li;le  things  count  August  2011   ©  Datalicious  Pty  Ltd   12  
  • 13. >  It’s  the  small  things  that  count  August  2011   ©  Datalicious  Pty  Ltd   13  
  • 14. Challenge  your  perspec-ve  August  2011   ©  Datalicious  Pty  Ltd   14  
  • 15. >  ClickTale  heat  maps  August  2011   ©  Datalicious  Pty  Ltd   15  
  • 16. The  phone  s-ll  rings  August  2011   ©  Datalicious  Pty  Ltd   16  
  • 17. >  Use  unique  phone  numbers   2  out  of  3  callers   hang  up  as  they   cannot  get  their     informa-on  fast   enough.     Unique  phone   numbers  can   help  improve   call  experience.  August  2011   ©  Datalicious  Pty  Ltd   17  
  • 18. >  Jet  Interac-ve  call  analy-cs  August  2011   ©  Datalicious  Pty  Ltd   18  
  • 19. Sta-s-cal  significance?  August  2011   ©  Datalicious  Pty  Ltd   19  
  • 20. How  many  survey  responses  do  you  need     if  you  have  10,000  customers?   How  many  email  opens  do  you  need  to  test  2  subject  lines   if  your  subscriber  base  is  50,000?   How  many  orders  do  you  need  to  test  6  banner  execu-ons     if  you  serve  1,000,000  banners  August  2011   ©  Datalicious  Pty  Ltd   20   Google  “nss  sample  size  calculator”  
  • 21. How  many  survey  responses  do  you  need     if  you  have  10,000  customers?   369  for  each  ques-on  or  369  complete  responses   How  many  email  opens  do  you  need  to  test  2  subject  lines   if  your  subscriber  base  is  50,000?  And  email  sends?   381  per  subject  line  or  381  x  2  =  762  email  opens   How  many  orders  do  you  need  to  test  6  banner  execu-ons     if  you  serve  1,000,000  banners?   383  sales  per  banner  execu-on  or  383  x  6  =  2,298  sales  August  2011   ©  Datalicious  Pty  Ltd   21   Google  “nss  sample  size  calculator”  
  • 22. Targe-ng  before  tes-ng  August  2011   ©  Datalicious  Pty  Ltd   22  
  • 23. >  Targe-ng  and  tes-ng  matrix   Test   Segment   Content   Success   Difficulty   Poten-al   New   Acquisi-on   Click,     Test  #1A     prospects   offer  A   order,  etc   Low   $50k   New   Acquisi-on   Click,     Test  #1B   prospects   offer  B   order,  etc   Exis-ng   Up-­‐sell   Click,     Test  #2A   customers   offer  A   order,  etc   High   $100k   Exis-ng   Up-­‐sell   Click,     Test  #2B   customers   offer  B   order,  etc  August  2011   ©  Datalicious  Pty  Ltd   23  
  • 24. Think  outside  the  box  August  2011   ©  Datalicious  Pty  Ltd   24  
  • 25. August  2011   ©  Datalicious  Pty  Ltd   25  
  • 26. Apple   iPhone  4   black  August  2011   ©  Datalicious  Pty  Ltd   26  
  • 27. >  Combining  ad  plalorms   On-­‐site     Off-­‐site   segments   segments   CRM  August  2011   ©  Datalicious  Pty  Ltd   27  
  • 28. >  Lead  nurturing  and  follow-­‐up  August  2011   ©  Datalicious  Pty  Ltd   28  
  • 29. >  The  Datalicious  SuperTag   Easily  implement  and  update   Ad     any  tag  on  any  websites  without   Servers   IT  involvement.   Media   Paid     A;ribu-on     Search     De-­‐duplicate  conversions  and   collect  media  a_ribu-on  data  to   boost  return  on  ad  spend.   Web   Affiliate   Analy-cs   SuperTag   Programs     Implement  complex  re-­‐targe-ng   strategies  across  pla`orms  to   increase  response  rates.   Live     Behavioral   Chat   Targe-ng     A/B  Tes-ng   Enable  advanced  features  such   Heat  Maps   heat  maps,  tes-ng  and  live  chat   to  op-mise  conversions.  August  2011   ©  Datalicious  Pty  Ltd   29  
  • 30. Contact  us   insights@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi;er.com/datalicious    August  2011   ©  Datalicious  Pty  Ltd   30  
  • 31. Data  >  Insights  >  Ac-on  August  2011   ©  Datalicious  Pty  Ltd   31  

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