Landing Page Optimization Guide: A/B Testing, MVT, and Case Studies
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The document discusses landing page optimization techniques including A/B testing, multivariate testing (MVT), and targeted content optimization. It provides examples of how these techniques were used to optimize landing pages for different goals. Key points include: 1) A/B testing allows for quick big lifts but MVT allows for incremental lifts and failing faster by testing multiple page elements and variations simultaneously. 2) Case studies demonstrate how A/B and MVT testing identified the highest converting page designs and elements for different user segments and goals. 3) Segmenting tests and optimizing content for specific audiences like women led to further lift in desired metrics like revenue per visitor.
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Landing Page Optimization Guide: A/B Testing, MVT, and Case Studies
- 1. Landing Pages & Multivariate Testing
- 3. GOAL Text INTENT Every User has a Goal
- 4. What is a Landing Page? Every page needs a goal
- 13. MVT-Experimental Designs 7 Page Elements & 2 variations
- 14. MVT-Experimental Designs 7 Page Elements & 2 variations 8 Experiments in Fractional 128 Experiments in Full
- 15. Case Study
- 16. A/B...E Landing Page Designs Default Landing Page - SHB Design Welcome 1 Welcome 3 Welcome 6 Welcome 4
- 17. Paid Search - Branded Welcome 6 had lift of 142.3% with 99.9% confidence Recipes Welcome 1, 3, 4 & 6 outperform Control;
- 18. Follow-up 3x2 MVT Test Recipe A Recipe B Recipe C Recipe D 1 2 3
- 19. 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
- 20. Follow-up 3x2 MVT Test Element Contribution Report
- 21. Case Study 2
- 22. MVT Element Selection A B C D
- 23. Elements and Alternatives Test Array
- 24. Element 1 Left Navigation: Present vs. Not Present
- 25. Headline: Simple vs. Dynamic Rollover Element 2
- 26. Three Product Callout: Present vs. Not - Present Merchandizing: Default Content vs. Conceptual Elements 3 & 4 3 4
- 27. Results with all traffic Nice win with RPV lift of 4.46%!
- 28. but.... the real learnings were in the segments Affinity & Behavioral Based
- 29. Women’s category affinity especially We then followed up with a campaign targeted to just women category visitors....
- 30. 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
- 31. Google “ 7 Rules Mendez”
- 32. Thank You! OptimizeAndProphesize.com Jonathan Mendez