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Landing Pages and Multivariate Testing
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  • 1. Landing Pages & Multivariate Testing
  • 2. 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)
  • 3. GOAL Text INTENT Every User has a Goal
  • 4. What is a Landing Page? Every page needs a goal
  • 5. Types of Landing Pages
    • Reference Landings
    • Seeking Information
    • Transactional Landings
    • Seeking Transaction
  • 6. Landing Page Content
    • Static - HTML
    • Dynamic - .JS
    • Application - API
  • 7. Landing Page Optimization
    • A/B or Split Testing
    • Multivariate (MVT)
    • Targeted Content
  • 8. Landing Page Optimization
    • A/B or Split Testing
      • Easy
      • Big Lifts
      • Quick Results
  • 9. Landing Page Optimization
    • Multivariate (MVT)
      • Incremental Lift
      • Intelligence
      • Fail Faster
  • 10. Landing Page Optimization
    • Targeted Content
      • Recognition
      • Reinforcement
      • Relevance
  • 11. MVT-Experimental Designs
    • Fractional Factorial (Offermatica, Widemile)
    • Fraction - Most Important Factors
    • Pros - Less Data Needed
    • Cons - Aliased Interactions
  • 12. MVT-Experimental Designs
    • Full Factorial (Google, Optimost)
    • Full - Every Factor
    • Pros - All Interactions
    • Cons - More Data Needed
  • 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