Landing Pages & Multivariate Testing
Marketing Solutions  Powered By Technology Embedded with testing & Targeting <ul><li>Post-Click </li></ul><ul><li>Optimize...
GOAL Text INTENT Every User has a Goal
What is a Landing Page? Every page needs a goal
Types of Landing Pages <ul><li>Reference Landings </li></ul><ul><li>Seeking Information </li></ul><ul><li>Transactional La...
Landing Page Content <ul><li>Static - HTML </li></ul><ul><li>Dynamic - .JS </li></ul><ul><li>Application - API </li></ul>
Landing Page Optimization  <ul><li>A/B or Split Testing  </li></ul><ul><li>Multivariate (MVT) </li></ul><ul><li>Targeted C...
Landing Page Optimization  <ul><li>A/B or Split Testing  </li></ul><ul><ul><li>Easy </li></ul></ul><ul><ul><li>Big Lifts <...
Landing Page Optimization  <ul><li>Multivariate (MVT) </li></ul><ul><ul><li>Incremental Lift </li></ul></ul><ul><ul><li>In...
Landing Page Optimization  <ul><li>Targeted Content </li></ul><ul><ul><li>Recognition </li></ul></ul><ul><ul><li>Reinforce...
MVT-Experimental Designs <ul><li>Fractional Factorial (Offermatica, Widemile) </li></ul><ul><li>Fraction -  Most Important...
MVT-Experimental Designs <ul><li>Full Factorial  (Google, Optimost) </li></ul><ul><li>Full -  Every Factor </li></ul><ul><...
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 Am...
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 th...
Google “ 7 Rules Mendez”
Thank You! OptimizeAndProphesize.com Jonathan Mendez
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Landing Pages and Multivariate Testing

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SMX West Presentation 2008

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Landing Pages and Multivariate Testing

  1. 1. Landing Pages & Multivariate Testing
  2. 2. Marketing Solutions Powered By Technology Embedded with testing & Targeting <ul><li>Post-Click </li></ul><ul><li>Optimized Landing pages </li></ul><ul><li>Site Optimization </li></ul><ul><li>Dynamic Applications </li></ul><ul><li>Pre-Click </li></ul><ul><li>Ad Widgets/Applications </li></ul><ul><li>Next-Gen Search Ads (Gadgets, Video) </li></ul>
  3. 3. GOAL Text INTENT Every User has a Goal
  4. 4. What is a Landing Page? Every page needs a goal
  5. 5. Types of Landing Pages <ul><li>Reference Landings </li></ul><ul><li>Seeking Information </li></ul><ul><li>Transactional Landings </li></ul><ul><li>Seeking Transaction </li></ul>
  6. 6. Landing Page Content <ul><li>Static - HTML </li></ul><ul><li>Dynamic - .JS </li></ul><ul><li>Application - API </li></ul>
  7. 7. Landing Page Optimization <ul><li>A/B or Split Testing </li></ul><ul><li>Multivariate (MVT) </li></ul><ul><li>Targeted Content </li></ul>
  8. 8. Landing Page Optimization <ul><li>A/B or Split Testing </li></ul><ul><ul><li>Easy </li></ul></ul><ul><ul><li>Big Lifts </li></ul></ul><ul><ul><li>Quick Results </li></ul></ul>
  9. 9. Landing Page Optimization <ul><li>Multivariate (MVT) </li></ul><ul><ul><li>Incremental Lift </li></ul></ul><ul><ul><li>Intelligence </li></ul></ul><ul><ul><li>Fail Faster </li></ul></ul>
  10. 10. Landing Page Optimization <ul><li>Targeted Content </li></ul><ul><ul><li>Recognition </li></ul></ul><ul><ul><li>Reinforcement </li></ul></ul><ul><ul><li>Relevance </li></ul></ul>
  11. 11. MVT-Experimental Designs <ul><li>Fractional Factorial (Offermatica, Widemile) </li></ul><ul><li>Fraction - Most Important Factors </li></ul><ul><li>Pros - Less Data Needed </li></ul><ul><li>Cons - Aliased Interactions </li></ul>
  12. 12. MVT-Experimental Designs <ul><li>Full Factorial (Google, Optimost) </li></ul><ul><li>Full - Every Factor </li></ul><ul><li>Pros - All Interactions </li></ul><ul><li>Cons - More Data Needed </li></ul>
  13. 13. MVT-Experimental Designs 7 Page Elements & 2 variations
  14. 14. MVT-Experimental Designs 7 Page Elements & 2 variations 8 Experiments in Fractional 128 Experiments in Full
  15. 15. Case Study
  16. 16. A/B...E Landing Page Designs Default Landing Page - SHB Design Welcome 1 Welcome 3 Welcome 6 Welcome 4
  17. 17. Paid Search - Branded Welcome 6 had lift of 142.3% with 99.9% confidence Recipes Welcome 1, 3, 4 & 6 outperform Control;
  18. 18. Follow-up 3x2 MVT Test Recipe A Recipe B Recipe C Recipe D 1 2 3
  19. 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. 20. Follow-up 3x2 MVT Test Element Contribution Report
  21. 21. Case Study 2
  22. 22. MVT Element Selection A B C D
  23. 23. Elements and Alternatives Test Array
  24. 24. Element 1 Left Navigation: Present vs. Not Present
  25. 25. Headline: Simple vs. Dynamic Rollover Element 2
  26. 26. Three Product Callout: Present vs. Not - Present Merchandizing: Default Content vs. Conceptual Elements 3 & 4 3 4
  27. 27. Results with all traffic Nice win with RPV lift of 4.46%!
  28. 28. but.... the real learnings were in the segments Affinity & Behavioral Based
  29. 29. Women’s category affinity especially We then followed up with a campaign targeted to just women category visitors....
  30. 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. 31. Google “ 7 Rules Mendez”
  32. 32. Thank You! OptimizeAndProphesize.com Jonathan Mendez

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