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  • 1. Quick Win Clinic (Part I):The 5 easiest changes to make to your landingpages right now
  • 2. Join the conversation on Twitter #webclinic #webclinic
  • 3. Today’s team Dr. Flint McGlaughlin Zuzia Soldenhoff-Thorpe Managing Director Research Manager Brian Carroll Executive Director of Revenue Optimization #webclinic
  • 4. Experiment: Background and design Experiment ID: Saxo Bank Forex Trading Source: Optimization Summit Attendee, Michael Aagaard, Online-TekstForfatter.dk Research Notes: Background: Denmark-based Saxo Bank sells access to a foreign exchange trading platform. Goal: To get visitors to sign up for a free trial Primary Research Question: Which landing page will have the highest free trial sign-up rate? Test Design: A/B split test #webclinic
  • 5. Optimization Summit 2012 Michael Aagaard Meet Michael Aagaard at Optimization Summit 2012 in Denver. You can attend his 30 Ideas in 30 Minutes session with Adam Lapp (Associate Director, Optimization and Strategy). MECLABS.com/OptimizationSummit #webclinic
  • 6. Call for student work If you, like Michael, have any tests you would like to share with the MarketingExperiments team, email us at: Editor@MarketingExperiments.com #webclinic
  • 7. Experiment: Control Control #webclinic
  • 8. Experiment: Treatment Treatment #webclinic
  • 9. Experiment: Side-by-side Control Treatment #webclinic
  • 10. Experiment: Results 99.4% Increase in conversion The new page design improved the conversion rate by 99.4% Version CR Relative Difference Confidence Interval Control 2.00%* - - Treatment 3.99%* 99.4% 99%  What Youthe treatment was ableBytomaking a a 99.4% higher to the page, Need to Understand: achieve few simple changes conversion rate. * Conversion rates have been anonymized to protect Saxo Bank. #webclinic
  • 11. How different are these pages? Control Treatment 99% IN CONVERSION #webclinic
  • 12. How different are these pages? Control Treatment 541% IN CONVERSION #webclinic
  • 13. How different are these pages? Control Treatment 548% IN CONVERSION #webclinic
  • 14. How different are these pages? Control Treatment No Difference #webclinic
  • 15. What you need to understandF Key Principles 1. It is not the magnitude of change on the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect. 2. Marketers must learn to see their webpages through the eyes of the customers. Too often we employ company logic rather than customer logic. #webclinic
  • 16. Customer Logic vs. Company Logic Marketer Value Market Proposition #webclinic
  • 17. What you need to understandF Key Principles 1. It is not the magnitude of change on the “page” that impacts conversion; it is the magnitude of change in the “mind” of the prospect. 2. Marketers must learn to see their webpages through the eyes of the customers. Too often we employ company logic rather than customer logic. 3. When we employ customer logic, we discover simple changes that can have a large impact on the conversion rate of a landing page. #webclinic
  • 18. Today’s Focus Today, we are going examine five simple landing page changes that can have dramatic impact on the customer’s mind. #webclinic
  • 19. CHANGE #1: Headlines – From hype to conversation#webclinic
  • 20. CHANGE #1 Headlines – From hype to conversation (example) Control From this … #webclinic
  • 21. CHANGE #1 Headlines – From hype to conversation (example) … to this 99% IN CONVERSION Treatment #webclinic
  • 22. CHANGE #1 Headlines – From hype to conversation (example) From this … Headline asks a question that can’t be answered by readers. #webclinic
  • 23. CHANGE #1 Headlines – From hype to conversation (example) … to thisHeadline clearlycommunicates theoverall benefit of theproduct. 90% IN CONVERSION #webclinic
  • 24. CHANGE #1 Headlines – From hype to conversation Live OptimizationChannel:PPCTarget Audience:HR managers anddecision makersLink:bit.ly/LoyaltyWorks #webclinic
  • 25. CHANGE #2: Copy – From marketer value to customer value#webclinic
  • 26. CHANGE #2 Copy – From marketer value to customer value (example) Control From this … The free demo account offer is buried underneath company-centric copy. #webclinic
  • 27. CHANGE #2 Copy – From marketer value to customer value (example) … to this Treatment 99% IN CONVERSION The free demo account with simulation funding is highlighted at the beginning of the copy and is the main offer on the page. #webclinic
  • 28. CHANGE #2 Copy – From marketer value to customer value (example) From this …Value in copy issegmented bycompany arbitratedcategories. #webclinic
  • 29. … to thisCHANGE #2 Copy – From marketer value to customer value (example)Value in copy isfocused aroundoverall benefits ofinsurance. 81% IN CONVERSION #webclinic
  • 30. CHANGE #2 Copy – From marketer value to customer value Live OptimizationChannels:SEO and PPCTarget Audience:Anyone suffering fromplantar fasciitis andlooking for reliefLink:bit.ly/KuruShoes #webclinic
  • 31. CHANGE #3: Objectives – From multiple focus to single focus#webclinic
  • 32. CHANGE #3 Objectives – From multiple focus to single focus (example) From this … Extra navigation and “live chat” give viewers more reasons to click away from the offer. #webclinic
  • 33. CHANGE #3 Objectives – From multiple focus to single focus (example) … to this Extra navigation and “live chat” eliminated 99% IN CONVERSION #webclinic
  • 34. CHANGE #3 Objectives – From multiple focus to single focus (example) From this … The control presents four competing calls-to-action … #webclinic
  • 35. CHANGE #3 Objectives – From multiple focus to single focus (example) … to this 103% IN CONVERSION The treatment clearly presents the customer with a single objective. #webclinic
  • 36. Live OptimizationCHANGE #3 Objectives – From multiple focus to single focus Channels: Organic search keywords like “Bahamas cruises,” links in emails, site navigation Target Audience: Consumers interested in learning about our Hawaii cruise Link: bit.ly/HawaiiCruiseLP #webclinic
  • 37. Quick Win Clinic Part II at Optimization Summit Download the preparation kit for Part II The Quick Win Clinic Part II will be held at the Optimization Summit. In it, our Research Analysts will walk you through designing and implementing a test for a quick win. Download the preparation kit here: MarketingExperiments.com/QuickWinClinic2 #webclinic
  • 38. CHANGE #4: Images – From irrelevant art to relevant message#webclinic
  • 39. CHANGE #4 Images – From irrelevant art to relevant message (example) From this …Only image on the page isdedicated to live chatsupport. #webclinic
  • 40. CHANGE #4 Images – From irrelevant art to relevant message (example) … to thisImage clearlycommunicates value ofthe product. 99% IN CONVERSION #webclinic
  • 41. CHANGE #4 Images – From irrelevant art to relevant message (example) From this …Control uses a stockimage of a customersupportrepresentative. #webclinic
  • 42. CHANGE #4 Images – From irrelevant art to relevant message (example) … to thisImage of arecognizable companyfounder 35% IN CONVERSION #webclinic
  • 43. CHANGE #4 Live Optimization Images – From irrelevant art to relevant message Channel: Promotional email sent to marketers on various publishers lists Target Audience: Online marketing managers for B2C retailers Link: bit.ly/BrontoCarts #webclinic
  • 44. CHANGE #5: Trust – From anxiety to credibility#webclinic
  • 45. CHANGE #5Trust – From anxietyto credibility (example) From this … #webclinic
  • 46. CHANGE #5Trust – From anxiety to credibility (example) … to this 99% IN CONVERSION #webclinic
  • 47. CHANGE #5Trust – From anxiety to credibility (example) From this … Credibility is communicated in bottom right corner, out of the main eye-path. #webclinic
  • 48. CHANGE #5Trust – From anxiety to credibility (example) … to this Credibility is communicated near the top of the page, and anxiety is reduced near CTA. 29% IN CONVERSION #webclinic
  • 49. CHANGE #5 Live OptimizationTrust – From anxietyto credibility Channel: PPC keywords like “truck driver jobs” Target Audience: Males, 25-55 with HS diploma (or GED) unemployed and underemployed Link: bit.ly/PamTrucks #webclinic
  • 50. Summary: Putting it all together F Key Principles When we employ customer logic, we discover simple changes that can have a large impact on the conversion rate of a landing page. CHANGE #1: Headlines – From hype to conversation CHANGE #2: Copy – From marketer value to customer value CHANGE #3: Objectives – From multiple focus to single focus CHANGE #4: Images – From irrelevant art to relevant message CHANGE #5: Trust – From anxiety to credibility #webclinic
  • 51. Live Optimization#webclinic
  • 52. MECLABS.com/OptimizationSummit#webclinic
  • 53. Smartphone in-app screenLive Optimization Channel: In app "push" message when opening our android app Target Audience: Mobile business people, professionals, impulse buyers Link: bit.ly/QuickOfficePush #webclinic
  • 54. Live OptimizationChannel:Weddings & EventsemailsTarget Audience:Brides and bridesmaidslooking to purchase innext six monthsLink:bit.ly/ATaylorLP #webclinic
  • 55. Live OptimizationChannel:Major display campaignTarget Audience:IT decision makersLink:bit.ly/MS365LP #webclinic
  • 56. MECLABS Research Partnership OpportunitiesMECLABS conducts rigorous experiments in the new science of optimization.We apply our discoveries to help leaders optimize the financial performanceof their sales and marketing programs. Learn more about how you may be a fit for a MECLABS research partnership: • Select Research Partnership x Opportunities on the post- webinar survey • Contact us directly info@MECLABS.com 1-877-635-0565 #webclinic