OMX: Landing Page Optimisation

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OMX: Landing Page Optimisation

  1. 1. >  Landing  page  tes-ng  <   Smart  data  driven  marke-ng  
  2. 2. >  Short  but  sharp  history    Datalicious  was  founded  in  late  2007    Strong  Omniture  web  analy-cs  history    1  of  4  preferred  Omniture  partners  globally    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      November  2011   ©  Datalicious  Pty  Ltd   2  
  3. 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  November  2011   ©  Datalicious  Pty  Ltd   3  
  4. 4. >  Clients  across  all  industries  November  2011   ©  Datalicious  Pty  Ltd   4  
  5. 5. >  What  methods  work  best?   Google:   “econsultancy   tes-ng  buyers   guide”  November  2011   ©  Datalicious  Pty  Ltd   5  
  6. 6. Don’t  reinvent  the  wheel  November  2011   ©  Datalicious  Pty  Ltd   6  
  7. 7. November  2011   ©  Datalicious  Pty  Ltd   7  
  8. 8. “landing  page  op-misa-on”  November  2011   ©  Datalicious  Pty  Ltd   8  
  9. 9. The  holy  trinity  of  tes-ng  November  2011   ©  Datalicious  Pty  Ltd   9  
  10. 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,  etc  November  2011   ©  Datalicious  Pty  Ltd   10  
  11. 11. >  Best  prac-ce  tes-ng  roadmap    Phase  #1:  A/B  test   –  Test  the  same  landing   Element  #1:  Prominent  headline   page  content  in   completely  different   layouts    Phase  #2:  MV  test   Suppor-ng     Element  #2:     –  Then  test  different   content   Call  to  ac-on   content  element   combina-ons  within  the   winning  layout   Element  #3:  Social  proof  /  trust    Phase  #3:  Challenge   –  Con-nue  tes-ng  and   introducing  layout  and   Terms  and  condi-ons   content  challengers  November  2011   ©  Datalicious  Pty  Ltd   11  
  12. 12. The  li;le  things  count  November  2011   ©  Datalicious  Pty  Ltd   12  
  13. 13. >  It’s  the  small  things  that  count  November  2011   ©  Datalicious  Pty  Ltd   13  
  14. 14. >  Online  form  best  prac-ce   Maximise  data  integrity   Age  vs.  year  of  birth   Free  text  vs.  op-ons   Use  auto-­‐complete     wherever  possible  November  2011   ©  Datalicious  Pty  Ltd   14  
  15. 15. Design  is  important  November  2011   ©  Datalicious  Pty  Ltd   15  
  16. 16. November  2011   ©  Datalicious  Pty  Ltd   16  
  17. 17. November  2011   ©  Datalicious  Pty  Ltd   17  
  18. 18. November  2011   ©  Datalicious  Pty  Ltd   18  
  19. 19. November  2011   ©  Datalicious  Pty  Ltd   19  
  20. 20. Challenge  your  perspec-ve  November  2011   ©  Datalicious  Pty  Ltd   20  
  21. 21. >  ClickTale  heat  maps  November  2011   ©  Datalicious  Pty  Ltd   21  
  22. 22. The  phone  s-ll  rings  November  2011   ©  Datalicious  Pty  Ltd   22  
  23. 23. >  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.  November  2011   ©  Datalicious  Pty  Ltd   23  
  24. 24. >  Jet  Interac-ve  call  analy-cs  November  2011   ©  Datalicious  Pty  Ltd   24  
  25. 25. Sta-s-cal  significance?  November  2011   ©  Datalicious  Pty  Ltd   25  
  26. 26. 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  November  2011   ©  Datalicious  Pty  Ltd   26   Google  “nss  sample  size  calculator”  
  27. 27. 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  November  2011   ©  Datalicious  Pty  Ltd   27   Google  “nss  sample  size  calculator”  
  28. 28. Targe-ng  before  tes-ng  November  2011   ©  Datalicious  Pty  Ltd   28  
  29. 29. >  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  November  2011   ©  Datalicious  Pty  Ltd   29  
  30. 30. >  Website  op-misa-on  tools    hap://www.google.com/websiteop-mizer      hap://www.google.com/analyics      hap://visualwebsiteop-mizer.com/        hap://www.omniture.com/        hap://www.clicktale.com/        hap://browsersize.googlelabs.com/        hap://www.feng-­‐gui.com/        hap://www.je-nterac-ve.com.au/        November  2011   ©  Datalicious  Pty  Ltd   30  
  31. 31. Contact  me   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi;er.com/datalicious    November  2011   ©  Datalicious  Pty  Ltd   31  
  32. 32. Data  >  Insights  >  Ac-on  November  2011   ©  Datalicious  Pty  Ltd   32  

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