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SMX 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.

Published in: Technology

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  • 1. >  Landing  page  tes-ng  <   Smart  data  driven  marke-ng  
  • 2. Twi1er  @datalicious  April  2012   ©  Datalicious  Pty  Ltd   2  
  • 3. >  Short  but  sharp  history  §  Datalicious  was  founded  in  late  2007  §  Strong  Omniture  web  analy-cs  history  §  Official  Omniture  &  Google  Analy-cs  partner  §  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      April  2012   ©  Datalicious  Pty  Ltd   3  
  • 4. >  Smart  data  driven  marke-ng   “Using  data  to  widen  the  funnel”   Media  A1ribu-on  &  Modeling   Op-mise  channel  mix,  predict  sales   Targe-ng  &  Merchandising     Increase  relevance,  reduce  churn   Tes-ng  &  Op-misa-on   Remove  barriers,  drive  sales   Boos-ng  ROI  April  2012   ©  Datalicious  Pty  Ltd   4  
  • 5. >  Clients  across  all  industries  April  2012   ©  Datalicious  Pty  Ltd   5  
  • 6. >  What  methods  work  best?   Google:   “econsultancy   tes-ng  buyers   guide”  April  2012   ©  Datalicious  Pty  Ltd   6  
  • 7. Don’t  reinvent  the  wheel  April  2012   ©  Datalicious  Pty  Ltd   7  
  • 8. April  2012   ©  Datalicious  Pty  Ltd   8  
  • 9. “landing  page  op-misa-on”  April  2012   ©  Datalicious  Pty  Ltd   9  
  • 10. The  holy  trinity  of  tes-ng  April  2012   ©  Datalicious  Pty  Ltd   10  
  • 11. >  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  
  • 12. >  Best  prac-ce  tes-ng  roadmap  §  Phase  1:  A/B  test   –  Test  same  landing   Element  #1:  Prominent  headline   page  content  in   different  layouts  §  Phase  2:  MV  test   Suppor-ng     Element  #2:     –  Test  different  content   content   Call  to  ac-on   element  combina-ons   within  winning  layout   Element  #3:  Social  proof  /  trust  §  Phase  3:  Repeat   –  Hero  vs.  challengers   Terms  and  condi-ons  §  Phase  4:  Re-­‐targe-ng  April  2012   ©  Datalicious  Pty  Ltd   12  
  • 13. >  Introducing  hero  vs.  challengers   Hero  #1   New  hero  #2     CTR  =  1%   =  Challenger  #2   Challenger  #1   Challenger  #2   Challenger  #3   Challenger  #4   CTR  =  0.5%   CTR  =  1.5%   CTR  =  1%   CTR  =  1%  April  2012   ©  Datalicious  Pty  Ltd   13  
  • 14. The  li1le  things  count  April  2012   ©  Datalicious  Pty  Ltd   14  
  • 15. >  It’s  the  small  things  that  count  April  2012   ©  Datalicious  Pty  Ltd   15  
  • 16. >  Online  form  best  prac-ce   Maximise  data  integrity   Age  vs.  year  of  birth   Free  text  vs.  op-ons   Use  auto-­‐complete     wherever  possible  April  2012   ©  Datalicious  Pty  Ltd   16  
  • 17. Design  is  important  April  2012   ©  Datalicious  Pty  Ltd   17  
  • 18. April  2012   ©  Datalicious  Pty  Ltd   18  
  • 19. April  2012   ©  Datalicious  Pty  Ltd   19  
  • 20. April  2012   ©  Datalicious  Pty  Ltd   20  
  • 21. April  2012   ©  Datalicious  Pty  Ltd   21  
  • 22. PROMINENT  HEADLINE  THAT  USES  COLOUR   HIGHLIGHTS  TO  FOCUS  VISITOR  ATTENTION   iPhone  4S  picks  up  where  amazing  lee  off.  Its   the  fastest,  most  powerful  iPhone  ever.  It   features  an  8-­‐megapixel  camera  with  all-­‐new   op-cs.  It  records  stunning  1080p  HD  video.  It   comes  with  iOS  5  and  iCloud.  And  its  the  only   phone  with  Siri-­‐your  intelligent  assistant  that   helps  you  get  things  done,  just  by  using  your   voice.  More  info  ...   Chris-an  Bartens:  Great   phone,  awesome  value,     this  deal  changed  my  life!   BUY  NOW  April  2012   ©  Datalicious  Pty  Ltd   22  
  • 23. April  2012   ©  Datalicious  Pty  Ltd   23  
  • 24. April  2012   ©  Datalicious  Pty  Ltd   24  
  • 25. April  2012   ©  Datalicious  Pty  Ltd   25  
  • 26. Challenge  your  perspec-ve  April  2012   ©  Datalicious  Pty  Ltd   26  
  • 27. >  ClickTale  heat  maps  April  2012   ©  Datalicious  Pty  Ltd   27  
  • 28. The  phone  s-ll  rings  April  2012   ©  Datalicious  Pty  Ltd   28  
  • 29. >  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.  April  2012   ©  Datalicious  Pty  Ltd   29  
  • 30. >  Jet  Interac-ve  call  analy-cs  April  2012   ©  Datalicious  Pty  Ltd   30  
  • 31. >  Unique  phone  numbers  §  1  unique  phone  number     –  Phone  number  is  considered  part  of  the  brand   –  Media  origin  of  calls  cannot  be  established   –  Added  value  of  website  interac-on  unknown  §  2-­‐10  unique  phone  numbers   –  Different  numbers  for  different  media  channels   –  Exclusive  number(s)  reserved  for  website  use   –  Call  origin  data  more  granular  but  not  perfect   –  Difficult  to  rotate  and  pause  numbers  April  2012   ©  Datalicious  Pty  Ltd   31  
  • 32. >  Unique  phone  numbers  §  10+  unique  phone  numbers   –  Different  numbers  for  different  media  channels   –  Different  numbers  for  different  product  categories   –  Different  numbers  for  different  conversion  steps   –  Call  origin  becoming  useful  to  shape  call  script   –  Feasible  to  pause  numbers  to  improve  integrity  §  100+  unique  phone  numbers   –  Different  numbers  for  different  website  visitors   –  Call  origin  and  -me  stamp  enable  individual  match   –  Call  conversions  matched  back  to  search  terms  April  2012   ©  Datalicious  Pty  Ltd   32  
  • 33. Targe-ng  before  tes-ng  April  2012   ©  Datalicious  Pty  Ltd   33  
  • 34. >  Targe-ng  before  tes-ng  is  key   Segmenta-on  based  on:  Referrals,  search   terms,  ad  clicks  and  website  behaviour   Purchase   Data     Cycle   Points   Product  1   Product  2   Product  N   Default,   Acquisi-on   Acquisi-on   Default   awareness   message  1   message  4   Research,   Acquisi-on   Acquisi-on   Acquisi-on   Landing     considera-on   message  2   message  5   message  N   page  view   Purchase   Acquisi-on   Acquisi-on   Buy  now   intent   message  3   message  6   click  April  2012   ©  Datalicious  Pty  Ltd   34  
  • 35. >  Tes-ng  matrix  to  priori-se  tests   Test   Segment   Content   Success   Difficulty   Poten-al   Offer  1A   Test  1   Product  1   Offer  1B   Clicks   Low   $100k   Offer  1C   Offer  2A   Test  2   Product  2   Offer  2B   Clicks   High   $100k   Offer  2C  April  2012   ©  Datalicious  Pty  Ltd   35  
  • 36. Phase  4:  Re-­‐targe-ng  test  April  2012   ©  Datalicious  Pty  Ltd   36  
  • 37. >  Seamless  online  experience   Affiliates,  paid,   Display     organic  search   ads   PURLs  /  Search  calls  to  ac-on   DM,  TV,  print,     Display  ad     outdoor,  etc   re-­‐targe-ng   My  Account     (re-­‐)targe-ng   Main  website   Dynamic     (re-­‐)targe-ng   landing  pages   Online/offline   Email,  DM,  call   conversion   center  follow-­‐up  April  2012   ©  Datalicious  Pty  Ltd   37  
  • 38. >  Product  silos  waste  ad  impressions   Product  1  campaign   Product  2  campaign   Product  3  campaign   Product  1   Product  2   Product  3   prospect   prospect   prospect   Product  2   Product  3   Product  1   customer   customer   customer   Product  3   Product  1   Product  2   prospect   prospect   prospect  April  2012   ©  Datalicious  Pty  Ltd   38  
  • 39. >  Remove  silos  for  smart  targe-ng   Group  wide  campaign  without  hard  product  budgets  to  enable  serving  of  right  ad  to  right  person  at  the  right  -me   Product  1   Product  2   Product  3   prospect   prospect   prospect   Product  2   Product  3   Product  1   prospect   prospect   prospect   Product  3   Product  1   Product  2   prospect   prospect   prospect  April  2012   ©  Datalicious  Pty  Ltd   39  
  • 40. >  Website  op-misa-on  tools  §  hlp://www.google.com/websiteop-mizer    §  hlp://www.google.com/analyics    §  hlp://visualwebsiteop-mizer.com/      §  hlp://www.omniture.com/      §  hlp://www.clicktale.com/      §  hlp://browsersize.googlelabs.com/      §  hlp://www.feng-­‐gui.com/      §  hlp://www.je-nterac-ve.com.au/        April  2012   ©  Datalicious  Pty  Ltd   40  
  • 41. >  SuperTag  tag  management   Easily  implement  and  update   Conversion   any  tag  on  any  websites  without   Tracking   or  limited  IT  involvement   Any   Conversion   JavaScript   De-­‐duping     De-­‐duplicate  conversions  for   CPA  deals  and  align  repor-ng   figures  across  plamorms   Web   Media   Analy-cs   SuperTag   A1ribu-on       Collect  accurate  mul--­‐channel   media  alribu-on  data  to   provide  advanced  insights   Live     Behavioral   Chat   Targe-ng     A/B  Tes-ng   Enable  advanced  features  such   Heat  Maps   as  targe-ng,  tes-ng  and  chat  to   op-mise  user  experience  April  2012   ©  Datalicious  Pty  Ltd   41  
  • 42. Contact  me   cbartens@datalicious.com     Learn  more   blog.datalicious.com     Follow  me   twi1er.com/datalicious    April  2012   ©  Datalicious  Pty  Ltd   42  
  • 43. Data  >  Insights  >  Ac-on  April  2012   ©  Datalicious  Pty  Ltd   43  

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