Landing Pages & Multivariate Testing

Marketing Solutions Powered By Technology Embedded with testing & Targeting Post-Click Optimized Landing pages Site Optimization Dynamic Applications Pre-Click Ad Widgets/Applications Next-Gen Search Ads (Gadgets, Video)

Post-Click

Optimized Landing pages

Site Optimization

Dynamic Applications

Pre-Click

Ad Widgets/Applications

Next-Gen Search Ads (Gadgets, Video)

GOAL Text INTENT Every User has a Goal

What is a Landing Page? Every page needs a goal

Types of Landing Pages Reference Landings Seeking Information Transactional Landings Seeking Transaction

Reference Landings

Seeking Information

Transactional Landings

Seeking Transaction

Landing Page Content Static - HTML Dynamic - .JS Application - API

Static - HTML

Dynamic - .JS

Application - API

Landing Page Optimization A/B or Split Testing Multivariate (MVT) Targeted Content

A/B or Split Testing

Multivariate (MVT)

Targeted Content

Landing Page Optimization A/B or Split Testing Easy Big Lifts Quick Results

A/B or Split Testing

Easy

Big Lifts

Quick Results

Landing Page Optimization Multivariate (MVT) Incremental Lift Intelligence Fail Faster

Multivariate (MVT)

Incremental Lift

Intelligence

Fail Faster

Landing Page Optimization Targeted Content Recognition Reinforcement Relevance

Targeted Content

Recognition

Reinforcement

Relevance

MVT-Experimental Designs Fractional Factorial (Offermatica, Widemile) Fraction - Most Important Factors Pros - Less Data Needed Cons - Aliased Interactions

Fractional Factorial (Offermatica, Widemile)

Fraction - Most Important Factors

Pros - Less Data Needed

Cons - Aliased Interactions

MVT-Experimental Designs Full Factorial (Google, Optimost) Full - Every Factor Pros - All Interactions Cons - More Data Needed

Full Factorial (Google, Optimost)

Full - Every Factor

Pros - All Interactions

Cons - More Data Needed

MVT-Experimental Designs 7 Page Elements & 2 variations

MVT-Experimental Designs 7 Page Elements & 2 variations 8 Experiments in Fractional 128 Experiments in Full

Case Study

A/B...E Landing Page Designs Default Landing Page - SHB Design Welcome 1 Welcome 3 Welcome 6 Welcome 4

Paid Search - Branded Welcome 6 had lift of 142.3% with 99.9% confidence Recipes Welcome 1, 3, 4 & 6 outperform Control;

Follow-up 3x2 MVT Test Recipe A Recipe B Recipe C Recipe D 1 2 3

Follow-up 3x2 MVT Test Recipe B outperformed all other recipes, showing a 16% lift RETURNING USERS SEGMENT ALL SEGMENTS Among Returning Users, Recipe B is even stronger with a 52% lift and 75% level of confidence

Follow-up 3x2 MVT Test Element Contribution Report

Case Study 2

MVT Element Selection A B C D

Elements and Alternatives Test Array

Element 1 Left Navigation: Present vs. Not Present

Headline: Simple vs. Dynamic Rollover Element 2

Three Product Callout: Present vs. Not - Present Merchandizing: Default Content vs. Conceptual Elements 3 & 4 3 4

Results with all traffic Nice win with RPV lift of 4.46%!

but.... the real learnings were in the segments Affinity & Behavioral Based

Women’s category affinity especially We then followed up with a campaign targeted to just women category visitors....

These new results (51% LIFT IN RPV) reinforce the learnings... Segmenting by behavior allowed Magazines.com to build on the learnings which lead to further increases in RPV and Conversion

Google “ 7 Rules Mendez”

Thank You! OptimizeAndProphesize.com Jonathan Mendez