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Landing Page Toolkit
 

Landing Page Toolkit

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10 Exercises Guaranteed to Improve Your Landing Page Results ...

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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    Landing Page Toolkit Landing Page Toolkit Presentation Transcript

    • 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
    • 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
    • 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 promote a clear and consistent vision and definition for your landing page program. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • 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 interactive, inc. All rights reserved • www.ioninteractive.com
    • 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 considerations for the best user experience © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • Remember...landing pages come in all shapes & sizes! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • 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
    • © 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 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
    • © 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 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
    • © 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 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
    • © 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 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
    • 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, 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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 decrease bounce rate and increase conversions © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • 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 • Doesn't provide language or content specifically targeted to women • +1 © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • © 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 expectations. Critical when bounce rates are high or conversion rates are low. © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • 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
    • 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
    • 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
    • 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 interactive, inc. All rights reserved • www.ioninteractive.com
    • © 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 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
    • 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
    • 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
    • Template: Test Plan A B Download the Toolkit Companion Test Plan Template © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • 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
    • 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
    • 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 and areas of improvement © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • 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 the right amount of landing pages to maximize conversion, resources and effort © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • 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
    • 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
    • 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
    • Download our collection of tools, templates & resources. Bookmark our interactive apps. Use regularly! © i-on interactive, inc. All rights reserved • www.ioninteractive.com
    • Thank you! @ioninteractive info@ioninteractive.com © i-on interactive, inc. All rights reserved • www.ioninteractive.com