Real Life Landing Page Success Stories

REAL-LIFE LANDING PAGE SUCCESS STORIESTrue stories of how brands transformed their conversion rates with landing page testing & management. @ioninteractive twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

REAL-LIFE LANDING PAGE STORIES‣ 7 A/B tests & results ‣ Test your gut—vote for the winner‣ 5 Landing page case studies ‣ General Mills, DHL, Western Union, CDC and more.‣ Your action items to transform your landing page results twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

www.ioninteractive.com/events‣ April 18th: ‣ Landing page testing 101. The how, the why, the when.‣ May 2nd: ‣ Blowing through testing hurdles‣ May 16th: ‣ 50 power-packed landing page best practices.‣ May 30th: ‣ 10 reasons the best landing pages start with LiveBall. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

Takeaways & Next Steps‣ Cycles of innovation & iteration‣ Initial round of A/B testing determined 2-step winner over single form‣ First form is “low barrier” — asks to help solve a problem‣ Captures email address, even if user exits on second form‣ Progressive bars set expectations for time involvement/risk‣ Progressive bars are directional‣ Progressive bars are low investment twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

Takeaways & Next Steps‣ Use the active-verb voice to involve user in the action‣ Solution/benefit-driven headlines provide an answer to a problem‣ Benefit-driven headlines almost always outperform product- focused headlines‣ Especially if your product is new or relatively unknown‣ Consider multivariate testing (MVT) to find the best combination of headlines/subheads twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

Takeaways & Next Steps‣ Remember to test everything, even the “sure thing”‣ Cyclical testing is key to continuous conversion improvements‣ Test people imagery to ensure you are speaking authentically to your audience‣ Use similar poses when testing gender & ethnicity twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

Takeaways & Next Steps‣ Knowing your target audience is key to optimizing your landing pages‣ Images can have a dramatic impact on conversions‣ Use “implicit” directional cues (gaze or position of body) to guide action‣ Sexy sells...sometimes twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

Takeaways & Next Steps‣ Testing “experience” is of high value‣ Single landing pages give little insight into user behavior‣ Increased visibility of offers may lead to higher conversions‣ Capitalize on behavioral tracking to find conversion drivers‣ Use learning on initial testing to propel next steps twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

Takeaways & Next Steps‣ Headlines are important‣ Use “explicit” directional cues (arrow) to guide action‣ Improve relevance with white paper image‣ Social proof via customer logos‣ Consider removing form fields to improve lead conversions twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

Takeaways & Next Steps‣ Strong lead generation focus leads to improved conversions‣ Branding is critical‣ Personalization/customization improves relevance‣ “About” & testimonial information increase credibility twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

General Mills‣ Lack of alignment between US & Canadian teams‣ No central repository for standardized components‣ Limited creative flexibility‣ Limited testing & optimization‣ Slow speed-to-market‣ 30 general landing pages twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

General Mills Drives Double-Digit Conversion Rates‣ 400+ highly targeted landing pages‣ Reusable experiences across multiple teams, 9 brands, & 2 languages‣ Centralization of templates, forms data exports‣ On-the-fly creation, modification & iteration of landing page creative‣ “Winning” templates leveraged by both teams to accelerate results‣ Culture of continued testing & sharing of results twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

OpenMoves/Lab Escape‣ No standalone landing pages‣ Very few lead generation forms within website‣ Lack of web analytics for tracking onsite behavior‣ Conversion rates under 2% twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

A/B Testing Results In 280% Lift For Lab Escape‣ Improved quality score with campaign landing pages‣ Decreased bounce rate‣ Strong lead generation focus (free trial offer)‣ Code-free creation & setup of A/B tests‣ 280% increase in lead conversions‣ Seamless Salesforce.com integration twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

Western Union‣ Had a landing page “tool,” but no solution‣ Code-based testing‣ Heavy reliance on development/IT resources‣ Lack of real-time insight & responsiveness‣ Lead generation conversion rates ~1% twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

Western Union Gets Marketer-Managed‣ Marketer-managed landing page creation‣ Testing & optimization, without dependence on IT‣ Increased marketing agility across the enterprise‣ 300+ landing pages‣ Double digit lead generation conversion rates‣ “Dramatic” improvements over previous benchmarks twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

DHL Express‣ Outsourced landing pages‣ Limited access to testing & optimization of website pages‣ Poor visibility into lead generation results‣ Lack of consistent global branding twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

DHL “Goes Global”‣ Landing pages across 200+ countries‣ Centralized assets across 100+ users‣ Decentralized, market-specific promotions & content‣ 600% lift in lead conversion rates twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

DHL “Goes Global” twitter: @ioninteractive twitter: @ioninteractive www.ioninteractive.com www.ioninteractive.com © i-on interactive, inc. All rights reserved. © i-on interactive, inc. All rights reserved.

Construction Data Company‣ Multifaceted landing page optimization program in place‣ Sole focus on maximizing lead generation efficiency‣ Needed to identify & deliver higher quality prospects to sales twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

CDC Improves Lead Quality, Without Sacrificing Quantity‣ Testing progressive forms leads to impressive results‣ Dramatically improved lead quality‣ No diminishes on lead quantity‣ Conversion rates averaging ~16%‣ Lower overall cost-per-lead twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

‣ Use landing pages for campaign traffic ‣ PPC, email, display, mobile, social‣ Test, test and test ‣ Simple A/B tests for lower traffic campaigns ‣ A/B/n or multivariate tests for higher traffic campaigns‣ A landing page platform ‣ Centralized templates, brand elements, testing and reporting to leverage landing pages more strategically across your organization twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

www.ioninteractive.com/events‣ April 18th: ‣ Landing page testing 101. The how, the why, the when.‣ May 2nd: ‣ Blowing through testing hurdles‣ May 16th: ‣ 50 power-packed landing page best practices.‣ May 30th: ‣ 10 reasons the best landing pages start with LiveBall. twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

WE’D LOVE TO CONNECT WITH YOU!‣ Today’s case studies, and more at ioninteractive.com‣ Tweet @ioninteractive‣ Email info@ioninteractive.com‣ Phone 561-394-9484 twitter: @ioninteractive www.ioninteractive.com © i-on interactive, inc. All rights reserved.

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Real Life Landing Page Success Stories

by ion interactive on Apr 06, 2012

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