Landing Page Optimization (#SESNY)
 

Like this? Share it with your network

Share

Landing Page Optimization (#SESNY)

on

  • 996 views

Landing Page Optimization, Nathan Richter, Strategic Service Director, Monetate ...

Landing Page Optimization, Nathan Richter, Strategic Service Director, Monetate
March 21, 2012 Search Engine Strategies New York

You have to admire the singular focus of landing pages. Their job is to convert visitors. Whether that means obtaining event registrations, increasing fulfillment downloads or securing sales, they are evaluated on how well they convert visitors to take that next action.

Although there objective is easy to understand, the practice of testing and tweaking landing pages to achieve an optimal conversion rate is a little more complex. NY Times Bestselling Author & co-founder of Web Analytics Association, Bryan Eisenberg, will share how businesses can tune and refine their landing pages to get that conversion.

Statistics

Views

Total Views
996
Views on SlideShare
984
Embed Views
12

Actions

Likes
2
Downloads
15
Comments
0

1 Embed 12

http://iprofit.hu 12

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Landing Page Optimization (#SESNY) Presentation Transcript

  • 1. Landing PageOptimizationNathan RichterStrategic Services Director @monetate New York | March 19-23, 2012 | #sesny
  • 2. NFLSHOP.COM@monetate New York | March 19-23, 2012 | #sesny
  • 3. works in the browsersingle one-timecut & paste tag viewer browser @monetate New York | March 19-23, 2012 | #sesny
  • 4. Who s Testing Now?100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 61% do less 40.0% than 5 tests per month 31% 30.0% 27% 20% 20% 16% 20.0% 16% 14% 12% 6% 7% 6% 4% 2% 2% 1% 1% 0% 10.0% 4% >100 >1000 21-50 51-100 0% 6-10 11-20 2 3-5 1 Response 2010: 222 Source: 2011 Conversion Report from eConsultancy Response 2019: 271 @monetate New York | March 19-23, 2012 | #sesny
  • 5. Mindset of a Hunter!@monetate New York | March 19-23, 2012 | #sesny
  • 6. Mindset of a Farmer!
  • 7. The Prep lurks in every segment, of every metric.Start with high volume or high value segments. Inbound Visitor Profile search keyword/term, Visitor brand affinity, prior purchase history, preferences, etc. search engine, social referrer Customer Groups Time Affinity, Preferences, Multi- When do they visit, when do they channel, Member research Behavior Geography Visitor recency, frequency, Site Geo location of visitor, location of interaction nearest store, nearest distribution center @monetate New York | March 19-23, 2012 | #sesny
  • 8. Personalize the site experience Customer ProfileSite Content Keyword @monetate New York | March 19-23, 2012 | #sesny
  • 9. Assessing Your OpportunityResources Available Business Unit Support• Testing tool(s) • Merchandising• Platform Capabilities • Creative/Design• People power • IT/Development• Promotions? • Analytics @monetate New York | March 19-23, 2012 | #sesny
  • 10. @monetate New York | March 19-23, 2012 | #sesny
  • 11. Gear - Official Site100’s of waterproof jackets in stockFREE shipping on all orders over $60 @monetate New York | March 19-23, 2012 | #sesny
  • 12. @monetate New York | March 19-23, 2012 | #sesny
  • 13. @monetate New York | March 19-23, 2012 | #sesny
  • 14. Insert Geo-Targeted banner@monetate New York | March 19-23, 2012 | #sesny
  • 15. Replace hero image@monetate New York | March 19-23, 2012 | #sesny
  • 16. Change images@monetate New York | March 19-23, 2012 | #sesny
  • 17. Message ConsistencyAverage conversion improvement range 5%-20% (as high as 100% ) 1. Copy 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60 2. Images 3. Product @monetate New York | March 19-23, 2012 | #sesny
  • 18. Free Shipping On Orders Over $50! *Details@monetate New York | March 19-23, 2012 | #sesny
  • 19. Free Shipping On All Orders - No Minimum *Details@monetate New York | March 19-23, 2012 | #sesny
  • 20. Promotion TestingAverage conversion improvement range 25%-40% (as high as 150% ) Free Shipping 1. Natural - lower acquisition cost On All Orders - No Minimum *Details 2. Paid - part of ROI analysis Free Shipping On Orders Over $50! *Details @monetate New York | March 19-23, 2012 | #sesny
  • 21. TOP RATED TOP RATED@monetate New York | March 19-23, 2012 | #sesny
  • 22. TOP RATED@monetate New York | March 19-23, 2012 | #sesny
  • 23. BadgingConversion impact as high as 55% Ne w! Men’s dress shirt LG $59.95 @monetate New York | March 19-23, 2012 | #sesny
  • 24. @monetate New York | March 19-23, 2012 | #sesny
  • 25. 100’s de chaquetas impermeables en el envío de archivo LIBRE de todos los pedidos de más de $ 60@monetate New York | March 19-23, 2012 | #sesny
  • 26. Geo-targetingConversion improvement as high as 100% @monetate New York | March 19-23, 2012 | #sesny
  • 27. @monetate New York | March 19-23, 2012 | #sesny
  • 28. @monetate New York | March 19-23, 2012 | #sesny
  • 29. Make it a Landing Session @monetate New York | March 19-23, 2012 | #sesny
  • 30. @monetate New York | March 19-23, 2012 | #sesny
  • 31. @monetate New York | March 19-23, 2012 | #sesny
  • 32. @monetate New York | March 19-23, 2012 | #sesny
  • 33. @monetate New York | March 19-23, 2012 | #sesny
  • 34. @monetate New York | March 19-23, 2012 | #sesny
  • 35. Tactics to Improve Conversion Consistency! Message, Image, Merchandise... Average conversion improvement = 5% to 20% Product Badging Up to 55% conversion impact Promotional Testing Up to 150% conversion International / Geo-Target Messaging Up to 100% conversion improvement Communicating Success Priceless! @monetate New York | March 19-23, 2012 | #sesny
  • 36. Who s Testing Now?100.0% 90.0% 80.0% 70.0% 60.0% 50.0% 61% do less than 5 tests per month 40.0% 31% 30.0% 27% 20% 20% 16% 20.0% 16% 14% 12% 6% 7% 6% 4% 2% 2% 1% 1% 0% 10.0% 4% >100 >1000 21-50 51-100 0% 6-10 11-20 2 3-5 1 Response 2010: 222Source: 2011 Conversion Report from eConsultancy Response 2019: 271 @monetate New York | March 19-23, 2012 | #sesny
  • 37. Who s Testing Now?100.0% Avg. Monetate customer runs 90.0% 80.0% 40-60 campaigns per month 70.0% 60.0% 50.0% 61% do less 40.0% than 5 tests per month 31% 30.0% 27% 20% 20% 16% 20.0% 16% 14% 12% 6% 7% 6% 4% 2% 2% 1% 1% 0% 10.0% 4% >100 >1000 21-50 51-100 0% 6-10 11-20 2 3-5 1 Source: 2011 Conversion Report from eConsultancy Response 2010: 222 Response 2019: 271 @monetate New York | March 19-23, 2012 | #sesny
  • 38. Thank You Monetate’s 10 Best Practices and more: More http://monetate.com/resourcesResources! Contact: nrichter@monetate.com @monetate New York | March 19-23, 2012 | #sesny