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What's Inside?
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•
•
•
•
•
•

Why you need a landing page toolkit
How to use this toolkit
Laying the groundwork for beginn...
toolkit
noun
a set of tools, especially kept in
a bag or box and used for a
particular purpose.
© i-on interactive, inc. A...
why do you need a
landing page
toolkit?
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Having a standard set of tools helps
you effectively design, test, optimize &
manage your landing pages.

It helps to prom...
how should you
use this toolkit?

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Download our collection of tools,
templates & resources.

Bookmark our interactive apps.
Use regularly!

© i-on interactiv...
laying the
groundwork for
beginners
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
1. How to use the right type of experience
Good for: understanding the most common types of landing
experiences, and consi...
Remember...landing pages
come in all shapes & sizes!
© i-on interactive, inc. All rights reserved

• www.ioninteractive.co...
Giving the right contextual experience
will lift conversions.
To consider:
Context of the user
Motivations and needs
The m...
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Catch-all term for any page
to which you drive traffic
Typically a single page with
an offer
For lead-gen, usually
include...
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Visitor self-selects from 2-5
options
Typically choices are based
on role, need, industry,
product, etc.
Relevant informat...
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Topic-specific site, typically
3-10 pages of content
Can be informational or
conversion-focused
Good for considered
conver...
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Visitor makes a series of
selections to 'configure' a
specific solution
Useful for providing a
customized solution or
cont...
Take the Post-click Assessment

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Feedback-driven interactive
experiences that provide
scores, grading or rating
based on visitor inputs
Assessments, survey...
Resource: Landing Experience Chart
Type

Characteristics

Considerations

When to Use

Example Traffic

Landing
Page

A cat...
2. How to determine your landing page
benchmarks
Good for: Landing page newbies who aren't yet tracking the
basic metrics
...
Metrics to monitor (at a minimum)
Unique Visitors
Goal Completion Rate (conversion rate)
Bounce Rate
Traffic Source
Cost Pe...
Templates: Benchmarking Grids

Channel

Unique
Visitors

Bounce Rate

Conversion Rate

Cost Per
Acquisition

Paid Search

...
Template: Benchmarking Grid

Channel

Unique
Visitors

Bounce Rate

Conversion Rate

Cost Per
Acquisition

Paid Search

10...
Tool: Benchmarking Grids
Channel

Unique
Visitors

Bounce Rate

Conversion Rate

Cost Per
Acquisition

Paid Search

10,000...
Template: Benchmarking Grid
Channel

Unique
Visitors

Bounce Rate

Conversion Rate

Cost Per
Acquisition

Unique
Visitors
...
3. How to find conversion opportunities
Good for: Marketers who don't know where to start with
landing page testing

© i-on...
Evaluate your benchmarks to determine where you are
underperforming & where you can maximize results.

Consider the follow...
Template: Opportunity Grid

Highest Traffic

Lowest
Conversions

Highest Cost
Per Conversions

Highest Cost
Per Click

Stra...
Template: Opportunity Grid

Highest Traffic

Lowest
Conversions

Highest Cost
Per Conversions

Highest Cost
Per Click

Stra...
how to improve
your landing
page design
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
4. How to assess the quality of your
landing page design
Good for: Evaluating what improvements can be made to a
page to d...
Tool: Score Your Landing Pages

http://ioninteractive.com/Score
Is there message
match between
the ad & page?
Repeats call-to-action
• Money Back Guarantee/
Satisfaction Guarantee
• Does...
Is there motivation
match?
Landing page pays off
the promise of the ad —
'Try Free!'
• Call-to-action is
consistent throug...
Is there visual
match?
(use if traffic source is
visually-oriented sources,
such as email or display)

+2

© i-on interact...
Are directional cues
being used?
Calls-to-actions buttons
include directional cues
• Colorful circles draw eye
to the CTA
...
Is the page focused
and simple?
Good use of white space
& visual "blocking" to
visually separate content
• 4-page microsit...
Is important content
above the fold?
Call-to-action
• Video
• Value proposition —
based on powerful
science (3 patents, 24...
Is the call-to-action
positive?
Call-to-action 'Click Here'
isn't value-driven
• Test 'Try Free' to
reiterate the promise ...
Is the copy
scannable?
Good use of white space
& visual "blocking" to
visually separate content
• Copy is scannable
• Copy...
Is the experience
optimized for all
devices?

Not responsive
• Not optimized for mobile
•

0
+2
+1

© i-on interactive, in...
Is the page
trustworthy?
100% Satisfaction
Guaranteed
• Social proof
• Testimonials/results
• Press logos
• Transparency i...
Is the value clear?
Great merchandising
of both product & free
trial
• Value of the offer is
reiterated in the
landing pag...
Is the barrier to
conversion low?
Multi-step 'Free Trial'
sign up
• Only necessary
required fields
• Clear explantation
ar...
Does the page make
the user feel good?
Celebrity
endorsement
• Youthful, positive
customer imagery
• Beautiful product &
f...
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
5. How to increase message match
Good for: Increasing the relevancy of your landing pages, and
meeting visitor expectation...
Message match is the degree of match between the ad
promise and the landing page payoff.

Strong message match...
Helps low...
A great example of message match…

Repeats call-to-action
• Includes $1 incentive
• Reinforces offer visually,
with dollar...
Template: Message Match Evaluation
Location/
Vehicle

Landing
Page
Fulfills Ad
Promise

Landing Page
Uses Same
Terminology
...
how to execute
sound testing

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
6. How to choose between A/B & MVT
testing
Good for: Selecting the right test method for your marketing

© i-on interactiv...
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Resource: A/B & MVT Testing Scenario Grid
Then use

Scenario

Use this simple
chart to help
you decide
when to use
A/B and...
7. How to document your landing page
test
Good for: Each and every landing page test you run. Test
documentation is just a...
Build a testing story, build over time, learn from each
chapter.

Documenting your tests...
Ensures your testing approach ...
Template: Test Plan
A

B

Download the Toolkit Companion Test Plan Template
© i-on interactive, inc. All rights reserved

...
8. How to select the right statistical
confidence for your tests
Good for: Test beginners who are confused about statistica...
Resource: Statistical Confidence Chart
if...
Your conversion is an ecommerce transaction
You want to cycle through the test...
how to manage
your program for
agility & scale
© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
9. How to evaluate your post-click
marketing
Good for: Identifying your organizational landing page
strengths, weaknesses ...
Tool: Post-click Assessment

http://ioninteractive.com/Assessment
10. How to determine how many landing
pages you really need
Good for: Determining if you have too few, too many, or just
t...
Your landing page ratio give you a quick snapshot of
how deeply you are engaging your audiences.

Start with these two que...
Tool: Landing Page Ratio

# ads
------------------- = Landing Page Ratio
# of landing pages
100
------------------10

= 10...
Tool: Landing Page Ratio
Channel

Vehicle

Approx Number
of Unique Ads

Approx Number of
Unique Landing Pages

Paid Search...
Download our collection of tools,
templates & resources.

Bookmark our interactive apps.
Use regularly!

© i-on interactiv...
Thank you!
@ioninteractive
info@ioninteractive.com

© i-on interactive, inc. All rights reserved

• www.ioninteractive.com
Landing Page Toolkit
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Landing Page Toolkit

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10 Exercises Guaranteed to Improve Your Landing Page Results
Learn practical, easy exercises to diagnose common landing page problems and correct them fast.

- Laying the groundwork for beginners
- How to Improve your page design
- How to execute sound testing
- How to manage for agility and scale
- And more!

Plus, you'll get access to the downloadable toolkit, the comprehensive collection of interactive landing page tools, templates and resources covered in the slide deck!

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Transcript of "Landing Page Toolkit"

  1. 1. What's Inside? • • • • • • • Why you need a landing page toolkit How to use this toolkit Laying the groundwork for beginners How to improve your landing pages How to execute sound testing How to manage your program for scale & agility And more! Plus — download our toolkit companion (filled with tools, templates & resources)! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  2. 2. toolkit noun a set of tools, especially kept in a bag or box and used for a particular purpose. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  3. 3. why do you need a landing page toolkit? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  4. 4. Having a standard set of tools helps you effectively design, test, optimize & manage your landing pages. It helps to promote a clear and consistent vision and definition for your landing page program. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  5. 5. how should you use this toolkit? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  6. 6. Download our collection of tools, templates & resources. Bookmark our interactive apps. Use regularly! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  7. 7. laying the groundwork for beginners © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  8. 8. 1. How to use the right type of experience Good for: understanding the most common types of landing experiences, and considerations for the best user experience © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  9. 9. Remember...landing pages come in all shapes & sizes! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  10. 10. Giving the right contextual experience will lift conversions. To consider: Context of the user Motivations and needs The message they are responding to Current "state" (work, mobile, home, researching, urgent) © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  11. 11. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  12. 12. Catch-all term for any page to which you drive traffic Typically a single page with an offer For lead-gen, usually includes a form Example traffic: Visitor intent should be known, so they will be highly motivated to convert Low funnel paid search campaigns Email campaigns Offer-driven social campaigns © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  13. 13. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  14. 14. Visitor self-selects from 2-5 options Typically choices are based on role, need, industry, product, etc. Relevant information is given based on selection Useful in helping to understand visitor intent & expectations Example traffic: High funnel paid search campaigns Direct mail Print advertising Content-driven social campaigns Display advertising © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  15. 15. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  16. 16. Topic-specific site, typically 3-10 pages of content Can be informational or conversion-focused Good for considered conversions, where robust information is needed to influence decision-making Example traffic: Print advertising Broadcast advertising Email campaigns Content-driven social campaigns High & low funnel paid search campaigns Display advertising © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  17. 17. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  18. 18. Visitor makes a series of selections to 'configure' a specific solution Useful for providing a customized solution or content Similar to a conversion path, but gives the impressions of an app, rather than landing page Example traffic: Low funnel paid search campaigns Email campaigns Offer-driven social campaigns © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  19. 19. Take the Post-click Assessment © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  20. 20. Feedback-driven interactive experiences that provide scores, grading or rating based on visitor inputs Assessments, surveys and quizzes can be used as enticement to convert Provide valuable knowledge in exchange for participation Example traffic: High & low funnel paid search campaigns Email campaigns Offer or content-driven social campaigns Direct mail Print Broadcast © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  21. 21. Resource: Landing Experience Chart Type Characteristics Considerations When to Use Example Traffic Landing Page A catch-all term for any page to which you drive traffic. Most commonly it is a single page with an offer. For lead generation campaigns, usually includes a form. For ecommerce campaigns, usually includes an “add to cart” or “shop now” call to action. Because they are single pages, reporting is limited to pass/fail—the visitor lands & leaves, or lands & converts. Little can be learned about visitor segmentation or behavior. Use a landing page when you are very certain that you know visitor intent and visitor segmentation, and that your visitor will be highly motivated and ready to convert. Low funnel paid search campaigns Well suited to sorting visitors into segments based on the selections they make on the initial page(s). Highly valuable in assessing the relative value of sources of traffic because segmentation data is gathered on 50-80% of all respondents (behavioral data is gathered even on those visitors who do not convert). Useful in helping to understand visitor intent & expectations. Use a conversion path when the visitor segment, intent or need is vague, or not fully determined. High funnel paid search campaigns Conversion Path In a conversion path, the initial page a visitor lands on shows 2-5 choices to select from (typically choices based on role, need, industry, product category, etc). Once a visitor makes a selection, they route to a segmentrelevant content or offer page. For more complex solutions, may include several steps of segmentation choices to help users drill down to a high degree of specificity. Microsites can be more immersive than conversion paths and require more time and thought from their users. If you’re certain of intent and segmentation, then microsites are a great way to offer specific content. Use a microsite for a considered conversion where additional information may be helpful to influence the visitor. Also good where audience segmentation is not known, as some data on visitor intent may be inferred based on user bahavior. A conversion-focused microsite should include a call to action on each page and/or a form on each page. Print advertising Visitors make a series of selections to ‘configure’ a specific solution, or drill down to a very specific solution or product or piece of content. Use a wizard-like experience when visitors are likely to appreciate the utility of building their own solution or answering specific questions to receive a highly tailored solution or piece of content. Low funnel paid search campaigns Visitors answer questions (either in graphical or form presentation) in order to receive customized responses, such as tallying a score and providing customized comments based on a knowledgeassessment. Use assessments and marketing quizzes as enticement to convert. For example, “Find out if you are a newbie or a rockstar! Take the quiz today”. Use when visitors are likely to appreciate the feedback mechanism of scoring, grading, rating or instant feedback on their knowledge. High & Low funnel paid search campaigns A topic-specific site, typically with 3-10 pages of content. Can be informational in nature, or conversion focused. Microsite Similar to a conversion path, but gives the impression of an app rather than a landing page. Wizards Feedback-driven interactive experiences that provide scores, grading or rating based on visitor inputs. Assessments & Marketing Quizzes Email campaigns Offer-driven social campaigns Direct mail Print advertising Content-driven social campaigns Email campaigns to third party lists Display advertising Broadcast advertising Email campaigns Content-driven social campaigns High and low-funnel paid search campaigns Display advertising Email campaigns Offer-driven social campaigns Email campaigns Offer or content-driven social campaigns Direct mail Print Broadcast Download Toolkit Companion Landing Experience Chart
  22. 22. 2. How to determine your landing page benchmarks Good for: Landing page newbies who aren't yet tracking the basic metrics © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  23. 23. Metrics to monitor (at a minimum) Unique Visitors Goal Completion Rate (conversion rate) Bounce Rate Traffic Source Cost Per Acquisition © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  24. 24. Templates: Benchmarking Grids Channel Unique Visitors Bounce Rate Conversion Rate Cost Per Acquisition Paid Search 10,000/mo 85% 6% $10.00 Paid Email 10,000/mo 30% 40% Track these five metrics across all of your marketing channels © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  25. 25. Template: Benchmarking Grid Channel Unique Visitors Bounce Rate Conversion Rate Cost Per Acquisition Paid Search 10,000/mo 85% 6% $10.00 Paid Email 10,000/mo 30% 40% Vehicle Unique Visitors Bounce Rate Conversion Rate Google 7,000/mo 95% 4% Yahoo 3,000 /mo 85% 10% Cost Per Acquisition Then, break down your benchmarks by vehicle © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  26. 26. Tool: Benchmarking Grids Channel Unique Visitors Bounce Rate Conversion Rate Cost Per Acquisition Paid Search 10,000/mo 85% 6% $10.00 Vehicle Paid Email Unique 10,000/mo Visitors Bounce Rate 30% Conversion Rate 40% Cost Per Acquisition Google 7,000/mo 95% 4% Yahoo 3,000 /mo 85% 10% Traffic Source Unique Visitors Bounce Rate Conversion Rate “Free trial” ad group 3,000 /mo 85% 15% “Demo now” ad group 2,000 /mo 96% 4% “Whitepaper offer” ad group 2,000 /mo 83% 4% Finally, benchmark your traffic sources Cost Per Acquisition
  27. 27. Template: Benchmarking Grid Channel Unique Visitors Bounce Rate Conversion Rate Cost Per Acquisition Unique Visitors Bounce Rate Conversion Rate Cost Per Acquisition Unique Visitors Bounce Rate Conversion Rate Cost Per Acquisition Paid Search Paid Email Vehicle Google Yahoo Traffic Source “Free trial” ad group “Demo now” ad group “Whitepaper offer” ad group Download the Toolkit Companion Benchmarking Grid Template © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  28. 28. 3. How to find conversion opportunities Good for: Marketers who don't know where to start with landing page testing © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  29. 29. Evaluate your benchmarks to determine where you are underperforming & where you can maximize results. Consider the following questions: 1. Where are you getting the most traffic? 2. Where is your lowest conversion rate? 3. What is your highest cost per conversion or cost per lead? 4. What is your highest cost per click? 5. What is strategically, or even tactically, important to you? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  30. 30. Template: Opportunity Grid Highest Traffic Lowest Conversions Highest Cost Per Conversions Highest Cost Per Click Strategically Important to Organization 1 Display Display Yahoo Yahoo Google 2 Paid Email Yahoo Google Google Yahoo 3 Google Google Paid Email Display Paid Email List the top three vehicles or sources of traffic for the questions © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  31. 31. Template: Opportunity Grid Highest Traffic Lowest Conversions Highest Cost Per Conversions Highest Cost Per Click Strategically Important to Organization 1 Display Display Yahoo Yahoo Google 2 Paid Email Yahoo Google Google Yahoo 3 Google Google Paid Email Display Paid Email Evaluate your grid to determine where you can make the biggest impact to maximize results © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  32. 32. how to improve your landing page design © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  33. 33. 4. How to assess the quality of your landing page design Good for: Evaluating what improvements can be made to a page to decrease bounce rate and increase conversions © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  34. 34. Tool: Score Your Landing Pages http://ioninteractive.com/Score
  35. 35. Is there message match between the ad & page? Repeats call-to-action • Money Back Guarantee/ Satisfaction Guarantee • Doesn't provide language or content specifically targeted to women • +1 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  36. 36. Is there motivation match? Landing page pays off the promise of the ad — 'Try Free!' • Call-to-action is consistent throughout landing experience • +2 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  37. 37. Is there visual match? (use if traffic source is visually-oriented sources, such as email or display) +2 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  38. 38. Are directional cues being used? Calls-to-actions buttons include directional cues • Colorful circles draw eye to the CTA • Good contrast • Banners encapsulate CTAs, creating interest • +2 +2 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  39. 39. Is the page focused and simple? Good use of white space & visual "blocking" to visually separate content • 4-page microsite • Long page format = 3-4 scrolls • Microsite + long page format may be overwhelming • +2 +1 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  40. 40. Is important content above the fold? Call-to-action • Video • Value proposition — based on powerful science (3 patents, 24 years of research) • Navigation to view additional content • +2 +2 +1 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  41. 41. Is the call-to-action positive? Call-to-action 'Click Here' isn't value-driven • Test 'Try Free' to reiterate the promise of the conversion • 0 +2 +1 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  42. 42. Is the copy scannable? Good use of white space & visual "blocking" to visually separate content • Copy is scannable • Copy & design work well together to create a scannable experience • +2 +12 + © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  43. 43. Is the experience optimized for all devices? Not responsive • Not optimized for mobile • 0 +2 +1 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  44. 44. Is the page trustworthy? 100% Satisfaction Guaranteed • Social proof • Testimonials/results • Press logos • Transparency in "small print" • Trust assurances • +2 +1 +2 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  45. 45. Is the value clear? Great merchandising of both product & free trial • Value of the offer is reiterated in the landing page, "romance" page and within shopping cart — "here's what you get…" • +2 +1 +2 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  46. 46. Is the barrier to conversion low? Multi-step 'Free Trial' sign up • Only necessary required fields • Clear explantation around required fields • Shows product & associated costs +2 in shopping cart • +1 +2 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  47. 47. Does the page make the user feel good? Celebrity endorsement • Youthful, positive customer imagery • Beautiful product & food photography • Great brand impression • +2 +1 +2 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  48. 48. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  49. 49. 5. How to increase message match Good for: Increasing the relevancy of your landing pages, and meeting visitor expectations. Critical when bounce rates are high or conversion rates are low. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  50. 50. Message match is the degree of match between the ad promise and the landing page payoff. Strong message match... Helps lower bounce rate & increase conversions Uses similar text, words, and calls-to-action Repeats your offer in the page headline, imagery or body text Improves relevancy which can boost quality score Is important for a great user experience! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  51. 51. A great example of message match… Repeats call-to-action • Includes $1 incentive • Reinforces offer visually, with dollar bill image • Includes "America's #1 Online Provider" in headline • © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  52. 52. Template: Message Match Evaluation Location/ Vehicle Landing Page Fulfills Ad Promise Landing Page Uses Same Terminology as Ad Match Between Ad & Page is Literal and Obvious Visual Match Between Ad & Page is Readily Apparent “Best data recovery solution. Limited time free trial offer. Click here to try now.” Paid search, data recovery ad group 4 3 2 n/a 9 “Secure data recovery solution. 30-Day trial Start for free.” Paid search, data recovery ad group 3 2 1 1 7 Ad Total Score Assess how well you are doing overall with message match, then create a plan to increase the message match where there is the biggest mismatch or opportunity for improvement Download the Toolkit Companion Message Evaluation Chart © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  53. 53. how to execute sound testing © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  54. 54. 6. How to choose between A/B & MVT testing Good for: Selecting the right test method for your marketing © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  55. 55. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  56. 56. Resource: A/B & MVT Testing Scenario Grid Then use Scenario Use this simple chart to help you decide when to use A/B and when to use MVT Testing two very different types of experiences against each other (landing page versus conversion path) A/B Testing significantly different design elements A/B Testing different page layouts A/B Testing different registration flows (i.e. 1-step versus 3-step) A/B Testing different content variations within a single page MVT Need to know the conversion influence of each individual test element MVT Lower traffic (use online test duration calculator to help determine) A/B Higher traffic (use online test duration calculator to help determine) MVT Download the Toolkit Companion A/B & MVT Testing Scenario Grid © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  57. 57. 7. How to document your landing page test Good for: Each and every landing page test you run. Test documentation is just as important as the test itself. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  58. 58. Build a testing story, build over time, learn from each chapter. Documenting your tests... Ensures your testing approach is sound Records test hypotheses & results Drives learning & next steps Keeps everything in one place © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  59. 59. Template: Test Plan A B Download the Toolkit Companion Test Plan Template © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  60. 60. 8. How to select the right statistical confidence for your tests Good for: Test beginners who are confused about statistical confidence © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  61. 61. Resource: Statistical Confidence Chart if... Your conversion is an ecommerce transaction You want to cycle through the test as quickly as possible and declare a winner Then use... 95% or 99% 80% You are using A/B testing, and A is very different from B (likely that the conversion results for each will be very different from each other) 80% or 85% You want to be highly confident in the accuracy of your test results, regardless of how long it takes to achieve statistical confidence 95% or 99% Your test versions are very similar to each other, and are likely to have similar conversion rates 90% or 95% You are only able to send a small amount of traffic to the test 80% or 85% You will be able to send a high volume of traffic to the test 95% or 99% Use this chart to determine what confidence level is right for you Download the Toolkit Companion Statistical Confidence Chart © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  62. 62. how to manage your program for agility & scale © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  63. 63. 9. How to evaluate your post-click marketing Good for: Identifying your organizational landing page strengths, weaknesses and areas of improvement © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  64. 64. Tool: Post-click Assessment http://ioninteractive.com/Assessment
  65. 65. 10. How to determine how many landing pages you really need Good for: Determining if you have too few, too many, or just the right amount of landing pages to maximize conversion, resources and effort © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  66. 66. Your landing page ratio give you a quick snapshot of how deeply you are engaging your audiences. Start with these two questions: How many different online ads do you have across search, social, display and email? How many different landing pages do you have? © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  67. 67. Tool: Landing Page Ratio # ads ------------------- = Landing Page Ratio # of landing pages 100 ------------------10 = 10:1 LPR © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  68. 68. Tool: Landing Page Ratio Channel Vehicle Approx Number of Unique Ads Approx Number of Unique Landing Pages Paid Search Yahoo 24 2 12:1 Google 30 3 10:1 Google ad network 30 3 10:1 House 12 12 1:1 Email Nurture Landing Page Ratio Generally, a 10-to-1 ratio represents "closely matched" ads and landing pages. Strive to increase message match by driving down you ratio as low as possible. Download the Toolkit Companion Landing Page Ratio Template © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  69. 69. Download our collection of tools, templates & resources. Bookmark our interactive apps. Use regularly! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
  70. 70. Thank you! @ioninteractive info@ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com
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