25 Best-Kept Landing Page Secrets

Who we are: ion interactive What we do: Landing page software & services Why it matters: 3x better conversion average Who we do it for: Companies large and small twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 1 Landing Page Targeting Maintaining message match ‣ Message match is a huge Product Keyword conversion factor ‣ Lends to relevancy Brand Keyword ‣ Keep ad text and landing Need Keyword page copy closely tied together ‣ Give them what they want! twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 2 Landing Page Targeting One landing page per source One Landing Page For: ‣ Email ‣ Pay-per-click ‣ Social ‣ e-Commerce ‣ Mobile visitors ‣ Each language / country twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 4 Landing Page Targeting Reach every visitor with mobile optimization Offering a mobile-friendly alternative to your desktop landing page boosts conversion. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 5 Landing Page Targeting Use dynamic content substitution Types of Dynamic Content: ‣ Dynamic keyword insertion ‣ Content substitution & replacement twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 6 Landing Page Targeting Landing pages should be offer-specific Deliver a targeted message by separating landing pages by offer. Don’t send your December offer to a July landing page! twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 7 Landing Page Targeting Localize landing pages for better results North America Latin America Asia twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 8 Landing Page Targeting Segment, then deliver more relevant content. Segmentation allows your visitors to grade themselves, place themselves in buckets, and also see content that is more relevant to them twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 9 Landing Page Targeting Use segmentation to grade your responses Grade A Grade B “CALL IMMEDIATELY” “DRIP PROGRAM” Grade C “LEAVE ALONE” twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 10 Landing Page Testing Before you dive in, gather your tools Testing is awesome, but... don’t start testing right away. ‣ Gather your web analytics ‣ Time spent on site ‣ Current top performers ‣ Paid search campaign results ‣ Top performing ad groups ‣ Brand standards ‣ Feedback from the sales team twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 11 Landing Page Testing Landing page testing happens in cycles Innovate by Testing: ‣ Different templates, layouts, or styles ‣ Interactive content ‣ Image or text-heavy pages Iterate and Test Combinations of: ‣ Button styles, text, or colors ‣ Messaging ‣ Form fields twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 12 Landing Page Testing There’s more than one way to test pages A/B split testing segmentation MVT testing an easy way to start testing test different optimizing your pages. page elements, copy, gain valuable knowledge about your calls-to-action, offers, test different versions and interactive visitors. of your landing content. page experience discover new to determine a segments and deliver winner. targeted messaging twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 13 Landing Page Testing You can test virtually any page element 1 Use Multivariate Testing to Compare: 3 1 Headlines and sub-headlines 2 2 Imagery 3 Calls-to-action, form fields 4 Interactive content 5 4 5 Body copy 6 6 Social content twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 14 Landing Page Testing Test pages that are radically different MVT allows you to test smaller elements of your page, but you can’t be afraid of testing radically different pages. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 15 Landing Page Testing Don’t be ashamed of poor performers ‣ One of the best things about landing pages is that they’re flexible and disposable. ‣ Celebrate victories, learn from losses, and move on quickly! ‣ Remember: today’s top performer could become tomorrow’s passé page. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 16 Landing Page Testing Like messaging, tests are source-specific ‣ The results of one test for one traffic source may be different than the same test in a different traffic source. ‣ Avoid declaring winners in campaigns based on the results of tests in other campaigns. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 17 Landing Page Testing Focus on the metrics that matter most to you Which metrics are most important for your organization to track? ‣ Conversion rates ‣ Time spent on page ‣ Segmentation ‣ Click behavior ‣ Purchase rates twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 18 Landing Page Testing Determine how confident you want to be In online testing, your significance level––how unlikely it is that your testing results are due to chance––is up to you. Picking a Significance Level Low-Medium (70-95%) High (>95%) The risks associated with picking the wrong The risks associated with declaring the wrong winner are somewhat low. winner are high. AND OR The risks of not declaring a winner when one is You can afford to wait to declare a winner. present are somewhat high. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 19 Landing Page Testing Keep on testing your landing pages Testing is one of the easiest ways to improve campaign performance without increasing spend. conversion optimization If you’ve reached a plateau, try: opportunity ‣ Changing your segments ‣ Switching the form-factor or layout of your landing page(s) ‣ Experimenting with interactive content on your pages twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 20 Common Mistakes Declaring a test winner too soon 3-Point Landing Page Testing Cycle: Monitor your landing pages for immediate campaign performance insights. Wait until your tests achieve statistical significance. A test result is typically statistically significant if the results are unlikely to have occurred by chance. Allocate your traffic to winning pages and reap the benefits of higher conversion rates. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 21 Common Mistakes Isolate your results for a specific timeframe Isolating your tests removes the possibility that confounding variables can skew your results and give you bad data. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 22 Common Mistakes Avoid the never-ending test When you’re testing your landing pages, be aware of how much traffic you’re sending to each page. ‣ More traffic = faster speed to significance. ‣ Traffic volume moderates the types of test you choose. ‣ Avoid testing alternative pages that are very similar to each-other. ‣ Testing many different layouts or elements requires more volume. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 23 Common Mistakes Testing Inconsistencies Avoid confounding variables by isolating your variables for more accurate results. You can’t easily test two CTA colors by using a different offer for each landing page. 50% Off Your Entire Purchase Free Shipping Hurry, this offer expires soon! On all eligible purchases $25 and up. CTA CTA twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

Secret 24 Common Mistakes Thinking that landing pages can’t add to SEO Landing pages can contribute in significant ways to your search engine optimization efforts. ‣ “Humans this way, bots that way” ‣ Build SEO-specific creatives ‣ Include these landing pages on your sitemaps ‣ Set redirects in case you close a URL or defer traffic to a new one. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

The best way to create a diverse landing Secret page program is with LiveBall’s intuitive, 25 code-free landing page software create publish test analyze landing pages, go live with the instantly launch rich, real-time microsites, click of a mouse. A/B and MVT reporting social pages, tests. capabilities page parts, and more. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

GET THE FREE 13-POINT LANDING PAGE CHECKLIST ‣ Before you launch your next campaign, be sure to run your landing pages against this checklist! ‣ Visit our website to download the guide: www.ioninteractive.com/literature twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.Wednesday, August 1, 12

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25 Best-Kept Landing Page Secrets

by ion interactive on Aug 01, 2012

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