Landing Pages and Multivariate Testing

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    Landing Pages and Multivariate Testing - Presentation Transcript

    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

    + jonathanmendezjonathanmendez, 2 years ago

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    SMX West Presentation 2008

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