Quick Win Clinic (Part I):The 5 easiest changes to make to your landingpages right now
Join the conversation on Twitter               #webclinic  #webclinic
Today’s team               Dr. Flint McGlaughlin   Zuzia Soldenhoff-Thorpe               Managing Director       Research ...
Experiment: Background and design          Experiment ID: Saxo Bank Forex Trading           Source: Optimization Summit A...
Optimization Summit 2012         Michael         Aagaard                   Meet Michael Aagaard at Optimization Summit    ...
Call for student work               If you, like Michael, have any tests you would like               to share with the Ma...
Experiment: Control                      Control  #webclinic
Experiment: Treatment                   Treatment  #webclinic
Experiment: Side-by-side               Control     Treatment  #webclinic
Experiment: Results                         99.4% Increase in conversion                         The new page design impro...
How different are these pages?               Control                   Treatment                         99%              ...
How different are these pages?               Control                   Treatment                         541%             ...
How different are these pages?               Control                   Treatment                         548%             ...
How different are these pages?               Control                                      Treatment                       ...
What you need to understandF      Key Principles    1. It is not the magnitude of change on the “page” that impacts       ...
Customer Logic vs. Company Logic   Marketer          Value         Market                  Proposition  #webclinic
What you need to understandF      Key Principles    1. It is not the magnitude of change on the “page” that impacts       ...
Today’s Focus     Today, we are going examine five simple landing     page changes that can have dramatic impact on the   ...
CHANGE #1: Headlines – From hype to conversation#webclinic
CHANGE #1 Headlines – From hype to conversation (example)         Control                                                 ...
CHANGE #1 Headlines – From hype to conversation (example)                                                     … to this   ...
CHANGE #1 Headlines – From hype to conversation (example)   From this …  Headline asks a question  that can’t be answered ...
CHANGE #1 Headlines – From hype to conversation (example)   … to thisHeadline clearlycommunicates theoverall benefit of th...
CHANGE #1  Headlines – From hype to conversation                                          Live OptimizationChannel:PPCTarg...
CHANGE #2: Copy – From marketer value  to customer value#webclinic
CHANGE #2 Copy – From marketer value to customer value (example)     Control                                   From this …...
CHANGE #2 Copy – From marketer value to customer value (example)                                                          ...
CHANGE #2 Copy – From marketer value to customer value (example)   From this …Value in copy issegmented bycompany arbitrat...
… to thisCHANGE #2 Copy – From marketer value to customer value (example)Value in copy isfocused aroundoverall benefits of...
CHANGE #2 Copy – From marketer value to customer value                                                Live OptimizationCha...
CHANGE #3: Objectives – From multiple focus  to single focus#webclinic
CHANGE #3 Objectives – From multiple focus to single focus (example)   From this …     Extra navigation     and “live chat...
CHANGE #3 Objectives – From multiple focus to single focus (example)                                                      ...
CHANGE #3 Objectives – From multiple focus to single focus (example)                 From this …                          ...
CHANGE #3 Objectives – From multiple focus to single focus (example)                                                      ...
Live OptimizationCHANGE #3 Objectives – From multiple focus to single focus   Channels:   Organic search   keywords like “...
Quick Win Clinic Part II at Optimization Summit         Download the preparation kit for Part II         The Quick Win Cli...
CHANGE #4: Images – From irrelevant art  to relevant message#webclinic
CHANGE #4 Images – From irrelevant art to relevant message (example)   From this …Only image on the page isdedicated to li...
CHANGE #4  Images – From irrelevant art to relevant message (example)                                                     ...
CHANGE #4   Images – From irrelevant art to relevant message (example)   From this …Control uses a stockimage of a custome...
CHANGE #4  Images – From irrelevant art to relevant message (example)                                                     ...
CHANGE #4                       Live Optimization Images – From irrelevant art to relevant message Channel: Promotional em...
CHANGE #5: Trust – From anxiety to credibility#webclinic
CHANGE #5Trust – From anxietyto credibility (example)                   From this …      #webclinic
CHANGE #5Trust – From anxiety to credibility (example)              … to this                                             ...
CHANGE #5Trust – From anxiety to credibility (example)                                                From this …  Credibi...
CHANGE #5Trust – From anxiety to credibility (example)                                                … to this  Credibili...
CHANGE #5                 Live OptimizationTrust – From anxietyto credibility    Channel:    PPC keywords like    “truck d...
Summary: Putting it all together F      Key Principles     When we employ customer logic, we discover simple changes that ...
Live Optimization#webclinic
MECLABS.com/OptimizationSummit#webclinic
Smartphone in-app screenLive Optimization Channel: In app "push" message when opening our android app Target Audience: Mob...
Live OptimizationChannel:Weddings & EventsemailsTarget Audience:Brides and bridesmaidslooking to purchase innext six month...
Live OptimizationChannel:Major display campaignTarget Audience:IT decision makersLink:bit.ly/MS365LP      #webclinic
MECLABS Research Partnership OpportunitiesMECLABS conducts rigorous experiments in the new science of optimization.We appl...
Upcoming SlideShare
Loading in...5
×

Quick Win Clinic (Part I)

1,824

Published on

You can attend Part II at the 2012 Optimization Summit:
http://meclabs.com/OptimizationSummit

Published in: Business, Economy & Finance
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,824
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
311
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Quick Win Clinic (Part I)

  1. 1. Quick Win Clinic (Part I):The 5 easiest changes to make to your landingpages right now
  2. 2. Join the conversation on Twitter #webclinic #webclinic
  3. 3. Today’s team Dr. Flint McGlaughlin Zuzia Soldenhoff-Thorpe Managing Director Research Manager Brian Carroll Executive Director of Revenue Optimization #webclinic
  4. 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. 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. 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. 7. Experiment: Control Control #webclinic
  8. 8. Experiment: Treatment Treatment #webclinic
  9. 9. Experiment: Side-by-side Control Treatment #webclinic
  10. 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. 11. How different are these pages? Control Treatment 99% IN CONVERSION #webclinic
  12. 12. How different are these pages? Control Treatment 541% IN CONVERSION #webclinic
  13. 13. How different are these pages? Control Treatment 548% IN CONVERSION #webclinic
  14. 14. How different are these pages? Control Treatment No Difference #webclinic
  15. 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. 16. Customer Logic vs. Company Logic Marketer Value Market Proposition #webclinic
  17. 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. 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. 19. CHANGE #1: Headlines – From hype to conversation#webclinic
  20. 20. CHANGE #1 Headlines – From hype to conversation (example) Control From this … #webclinic
  21. 21. CHANGE #1 Headlines – From hype to conversation (example) … to this 99% IN CONVERSION Treatment #webclinic
  22. 22. CHANGE #1 Headlines – From hype to conversation (example) From this … Headline asks a question that can’t be answered by readers. #webclinic
  23. 23. CHANGE #1 Headlines – From hype to conversation (example) … to thisHeadline clearlycommunicates theoverall benefit of theproduct. 90% IN CONVERSION #webclinic
  24. 24. CHANGE #1 Headlines – From hype to conversation Live OptimizationChannel:PPCTarget Audience:HR managers anddecision makersLink:bit.ly/LoyaltyWorks #webclinic
  25. 25. CHANGE #2: Copy – From marketer value to customer value#webclinic
  26. 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. 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. 28. CHANGE #2 Copy – From marketer value to customer value (example) From this …Value in copy issegmented bycompany arbitratedcategories. #webclinic
  29. 29. … to thisCHANGE #2 Copy – From marketer value to customer value (example)Value in copy isfocused aroundoverall benefits ofinsurance. 81% IN CONVERSION #webclinic
  30. 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. 31. CHANGE #3: Objectives – From multiple focus to single focus#webclinic
  32. 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. 33. CHANGE #3 Objectives – From multiple focus to single focus (example) … to this Extra navigation and “live chat” eliminated 99% IN CONVERSION #webclinic
  34. 34. CHANGE #3 Objectives – From multiple focus to single focus (example) From this … The control presents four competing calls-to-action … #webclinic
  35. 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. 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. 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. 38. CHANGE #4: Images – From irrelevant art to relevant message#webclinic
  39. 39. CHANGE #4 Images – From irrelevant art to relevant message (example) From this …Only image on the page isdedicated to live chatsupport. #webclinic
  40. 40. CHANGE #4 Images – From irrelevant art to relevant message (example) … to thisImage clearlycommunicates value ofthe product. 99% IN CONVERSION #webclinic
  41. 41. CHANGE #4 Images – From irrelevant art to relevant message (example) From this …Control uses a stockimage of a customersupportrepresentative. #webclinic
  42. 42. CHANGE #4 Images – From irrelevant art to relevant message (example) … to thisImage of arecognizable companyfounder 35% IN CONVERSION #webclinic
  43. 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. 44. CHANGE #5: Trust – From anxiety to credibility#webclinic
  45. 45. CHANGE #5Trust – From anxietyto credibility (example) From this … #webclinic
  46. 46. CHANGE #5Trust – From anxiety to credibility (example) … to this 99% IN CONVERSION #webclinic
  47. 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. 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. 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. 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. 51. Live Optimization#webclinic
  52. 52. MECLABS.com/OptimizationSummit#webclinic
  53. 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. 54. Live OptimizationChannel:Weddings & EventsemailsTarget Audience:Brides and bridesmaidslooking to purchase innext six monthsLink:bit.ly/ATaylorLP #webclinic
  55. 55. Live OptimizationChannel:Major display campaignTarget Audience:IT decision makersLink:bit.ly/MS365LP #webclinic
  56. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×