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Best Practices for Landing Pages that
                           Convert


                    Makhniboroda Andrey                         Anna Moseva
                    Team leader of Design department            SEO department analyst
                    QuartSoft Corp.                             Promodo




QuartSoft Corp.                                                                  Promodo
www.quartsoft.com                                      © 2012                    www.promodo.com
Task: Create a landing page for a
                           footwear company

                       Goal: To promote 25%
                     mark-down for Nike Sneakers



QuartSoft Corp.                                  Promodo
www.quartsoft.com                 © 2012         www.promodo.com
Landing page main elements

        1. The good or item that we are trying to promote or to
           sell. It may be presented as a picture or line of text with
           a description

        2. A sharp headline with a clear meaning that reads well

        3. Call to action




QuartSoft Corp.                                             Promodo
www.quartsoft.com                    © 2012                 www.promodo.com
История
  Brand signs, sneakers




  Томас Каудел и Дэвид Майзелл - 1990




©2012. QuartSoft Corp.
Brand signs, sneakers + headline and text




©2012. QuartSoft Corp.
Brand signs, sneakers, headline + call to action with price
Brand signs, sneakers, headline, call to action + mailing form
Ready for analysis




QuartSoft Corp.                          Promodo
www.quartsoft.com          © 2012        www.promodo.com
Free Google tools that can help you
                  optimize your landing pages

                    Google Analytics
                    www.google.com/analytics/




                    Google Webmaster Tools
                    www.google.com/webmasters/tools/




                    Google Website Optimizer
                    www.google.com/websiteoptimizer




QuartSoft Corp.                                                 Promodo
www.quartsoft.com                                      © 2012   www.promodo.com
How do you set up and track goals in GA?

                    define what you want to track (up to 20 goals in
                    one GA profile)

                    go to Admin section of your GA account and
                    select the tab Goals

                    name your Goal, choose the Goal type and click
                    Save




QuartSoft Corp.                                                        Promodo
www.quartsoft.com                                        © 2012        www.promodo.com
What can we track on our landing page?


         Click on “Buy Now”
         button or URL this
         button leads to




         Click on “Submit”
         button or URL this
         button leads to




QuartSoft Corp.                          Promodo
www.quartsoft.com             © 2012     www.promodo.com
Setting Up URL Destination Goals in GA

               choose the Match Type carefully



               depending on the Match Type you’ve
               chosen enter the Goal URL (without a
               domain name)


               think about optional features of Value and
               Funnel




QuartSoft Corp.                                                  Promodo
www.quartsoft.com                                       © 2012   www.promodo.com
URL Destination Goal Match Types

                Head Match
                     order
               Will match /order/customer=1?category=2
                              /order/customer=3?category=1
                             /order/?anything

                Exact Match
                      order/customer=1?category=2

                    Will match /order/customer=1?category=2

                    Regular Expression Match
                      ?payment=ok

                    Will match /order/customer=1 ?payment=ok
                               /view/anything=3?payment=ok&anything

                    Google Analytics Regular Expressions
                    http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55582


QuartSoft Corp.                                                                     Promodo
www.quartsoft.com                                   © 2012                          www.promodo.com
Goals in GA reports

               Goal reports are in Conversions section of your Google Analytics
               profile




QuartSoft Corp.                                                                   Promodo
www.quartsoft.com                                       © 2012                    www.promodo.com
Goals in GA reports

               The funnel visualization report demonstrates where visitors enter and exit the conversion
               process and shows where there are bottlenecks in the process




QuartSoft Corp.                                                                              Promodo
www.quartsoft.com                                       © 2012                               www.promodo.com
Re-Design




QuartSoft Corp.                 Promodo
www.quartsoft.com      © 2012   www.promodo.com
Best Practices for Landing Pages that Convert
Add product
description
Add product
description

Separate
actions
Add product
description

Separate
actions

Add
testimonials
Add product
description

Separate
actions

Add
testimonials

Separate
actions again
Add product
description

Separate
actions

Add
testimonials

Separate
actions again

Clear the
message out
Add product
description

Separate
actions

Add
testimonials

Separate
actions again

Clear the
message out

Even more!
Add product
description

Separate
actions

Add
testimonials

Separate
actions again

Clear the
message out

Even more!

Add social
media just to
spread it
more
Google Website Optimizer




            There are two types of experiments you can create in Website Optimizer




                A/B Experiment                        Multivariate Experiment
                You can create a completely           You can test content variations
                new page with a totally new           in multiple locations on a page
                layout                                during one experiment
              The easiest way of testing
              existing landing pages against           But! You need to receive at least
              new ones                                 1,000 views per week of the
                                                       page you are testing


QuartSoft Corp.                                                                            Promodo
www.quartsoft.com                                © 2012                                    www.promodo.com
A/B Experiment

            You can test up to 127 totally different variations of your landing
            page
            Perfect for faster results even on low amounts of traffic

                          What do I have to do to start?
            Choose the original landing page you want to test

            Create alternate versions of the original landing page, remember that for better results you need
            at least 100 conversions per 1 page variation to occur during the experiment
            Choose a real, live conversion page (like a “Thank you page”). You can also track clicks and
            events like playing the video or a PDF download as a conversion, if you tweak the conversion
            page code a little (more on this here
            http://support.google.com/websiteoptimizer/bin/answer.py?hl=en&answer=93181&ctx=gwo-
            sal-%2Fsiteopt%2Fplanning)
            Fill in this info when creating the experiment and where Google Website Optimizer requires it
            and you will get the codes you need to paste on those pages



QuartSoft Corp.                                                                               Promodo
www.quartsoft.com                                       © 2012                                www.promodo.com
A/B Experiment




                    Voila! Ready? Steady! Launch!
QuartSoft Corp.                               Promodo
www.quartsoft.com                © 2012       www.promodo.com
A/B Experiment Report




QuartSoft Corp.                             Promodo
www.quartsoft.com            © 2012         www.promodo.com
Multivariate Experiment
              On the page you are going to test, choose
              sections you would like Optimizer to vary
              You can create up to:
                          * 8 sections
                          * 127 variations per section
                          * 10 000 combinations
               Identify your conversion page or goal
                                                           4 JavaScript tags are required
                                                           to be installed:
                                                              control script (immediately after <head>)

                                                              tracking script (before </body>)

                                                              section script (cannot be placed within
                                                              <noscript>, interrupted with html tags or inside
                                                              scripts) + add names!
                                                            script>utmx_section(“Headline")</script>
                                                            <h1>50% off everything!</h1>
                                                            </noscript>
                                                              conversion page script (immediately after
                                                              <head>)


QuartSoft Corp.                                                                    Promodo
www.quartsoft.com                                 © 2012                           www.promodo.com
Creating Variations for Multivariate Experiment




        All the variations are based on the original code of the page

        Give different and distinctive names to your variations

        Keep in mind that the more variations you create the longer the experiment will
        have to last to result in successful tests



QuartSoft Corp.                                                                   Promodo
www.quartsoft.com                                  © 2012                         www.promodo.com
Preview and Launch the Experiment


                                       Before you launch the experiment you will
                                       have an option to choose the amount of
                                       total traffic that will be exposed to testing

                                       Preview your combinations (you may feel
                                       like disabling some once you do this) and
                                       press “Launch now”

                                       The experiment starts immediately and the
                                       first report will be available in 24 hours




QuartSoft Corp.                                                  Promodo
www.quartsoft.com             © 2012                             www.promodo.com
Multivariate Experiment Reporting




QuartSoft Corp.                                  Promodo
www.quartsoft.com                 © 2012         www.promodo.com
Takeaways
                     Top 10 Most Useful GA Reports
         Landing pages (most popular entrance paths, navigation paths, in-page analytics)

         Bounce rate (problem pages and traffic sources)

         Map overlay (locations of profit)

         Conversion funnels
         Pages/visit and avg. time on site

         % of Mobile Devices

         CTR (+Webmaster Tools)
         New vs Returning visitors

         Converting pages, queries and traffic sources
         Brand queries, direct traffic growth


QuartSoft Corp.                                                                   Promodo
www.quartsoft.com                                 © 2012                          www.promodo.com
Thank you for your attention!
   Makhniboroda Andrey                         Anna Moseva
   Team leader of Design department            SEO department analyst
   QuartSoft Corp.
                                               Promodo LTD
    United States                              United Kingdom      United States
    +1 415 992-7722                            +44 0203 1376 681   +1 347 809-34-86

   Email: zmey@quartsoft.com                   Email: a.moseva@promodo.com
   Skype: makhniboroda.andrey                  Skype: ann.moseva
   www.quartsoft.com                           www.promodo.com


QuartSoft Corp.                                                    Promodo
www.quartsoft.com                     © 2012                       www.promodo.com

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Best Practices for Landing Pages that Convert

  • 1. Best Practices for Landing Pages that Convert Makhniboroda Andrey Anna Moseva Team leader of Design department SEO department analyst QuartSoft Corp. Promodo QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 2. Task: Create a landing page for a footwear company Goal: To promote 25% mark-down for Nike Sneakers QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 3. Landing page main elements 1. The good or item that we are trying to promote or to sell. It may be presented as a picture or line of text with a description 2. A sharp headline with a clear meaning that reads well 3. Call to action QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 4. История Brand signs, sneakers Томас Каудел и Дэвид Майзелл - 1990 ©2012. QuartSoft Corp.
  • 5. Brand signs, sneakers + headline and text ©2012. QuartSoft Corp.
  • 6. Brand signs, sneakers, headline + call to action with price
  • 7. Brand signs, sneakers, headline, call to action + mailing form
  • 8. Ready for analysis QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 9. Free Google tools that can help you optimize your landing pages Google Analytics www.google.com/analytics/ Google Webmaster Tools www.google.com/webmasters/tools/ Google Website Optimizer www.google.com/websiteoptimizer QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 10. How do you set up and track goals in GA? define what you want to track (up to 20 goals in one GA profile) go to Admin section of your GA account and select the tab Goals name your Goal, choose the Goal type and click Save QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 11. What can we track on our landing page? Click on “Buy Now” button or URL this button leads to Click on “Submit” button or URL this button leads to QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 12. Setting Up URL Destination Goals in GA choose the Match Type carefully depending on the Match Type you’ve chosen enter the Goal URL (without a domain name) think about optional features of Value and Funnel QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 13. URL Destination Goal Match Types Head Match order Will match /order/customer=1?category=2 /order/customer=3?category=1 /order/?anything Exact Match order/customer=1?category=2 Will match /order/customer=1?category=2 Regular Expression Match ?payment=ok Will match /order/customer=1 ?payment=ok /view/anything=3?payment=ok&anything Google Analytics Regular Expressions http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55582 QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 14. Goals in GA reports Goal reports are in Conversions section of your Google Analytics profile QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 15. Goals in GA reports The funnel visualization report demonstrates where visitors enter and exit the conversion process and shows where there are bottlenecks in the process QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 16. Re-Design QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 24. Add product description Separate actions Add testimonials Separate actions again Clear the message out Even more! Add social media just to spread it more
  • 25. Google Website Optimizer There are two types of experiments you can create in Website Optimizer A/B Experiment Multivariate Experiment You can create a completely You can test content variations new page with a totally new in multiple locations on a page layout during one experiment The easiest way of testing existing landing pages against But! You need to receive at least new ones 1,000 views per week of the page you are testing QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 26. A/B Experiment You can test up to 127 totally different variations of your landing page Perfect for faster results even on low amounts of traffic What do I have to do to start? Choose the original landing page you want to test Create alternate versions of the original landing page, remember that for better results you need at least 100 conversions per 1 page variation to occur during the experiment Choose a real, live conversion page (like a “Thank you page”). You can also track clicks and events like playing the video or a PDF download as a conversion, if you tweak the conversion page code a little (more on this here http://support.google.com/websiteoptimizer/bin/answer.py?hl=en&answer=93181&ctx=gwo- sal-%2Fsiteopt%2Fplanning) Fill in this info when creating the experiment and where Google Website Optimizer requires it and you will get the codes you need to paste on those pages QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 27. A/B Experiment Voila! Ready? Steady! Launch! QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 28. A/B Experiment Report QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 29. Multivariate Experiment On the page you are going to test, choose sections you would like Optimizer to vary You can create up to: * 8 sections * 127 variations per section * 10 000 combinations Identify your conversion page or goal 4 JavaScript tags are required to be installed: control script (immediately after <head>) tracking script (before </body>) section script (cannot be placed within <noscript>, interrupted with html tags or inside scripts) + add names! script>utmx_section(“Headline")</script> <h1>50% off everything!</h1> </noscript> conversion page script (immediately after <head>) QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 30. Creating Variations for Multivariate Experiment All the variations are based on the original code of the page Give different and distinctive names to your variations Keep in mind that the more variations you create the longer the experiment will have to last to result in successful tests QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 31. Preview and Launch the Experiment Before you launch the experiment you will have an option to choose the amount of total traffic that will be exposed to testing Preview your combinations (you may feel like disabling some once you do this) and press “Launch now” The experiment starts immediately and the first report will be available in 24 hours QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 32. Multivariate Experiment Reporting QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 33. Takeaways Top 10 Most Useful GA Reports Landing pages (most popular entrance paths, navigation paths, in-page analytics) Bounce rate (problem pages and traffic sources) Map overlay (locations of profit) Conversion funnels Pages/visit and avg. time on site % of Mobile Devices CTR (+Webmaster Tools) New vs Returning visitors Converting pages, queries and traffic sources Brand queries, direct traffic growth QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com
  • 34. Thank you for your attention! Makhniboroda Andrey Anna Moseva Team leader of Design department SEO department analyst QuartSoft Corp. Promodo LTD United States United Kingdom United States +1 415 992-7722 +44 0203 1376 681 +1 347 809-34-86 Email: zmey@quartsoft.com Email: a.moseva@promodo.com Skype: makhniboroda.andrey Skype: ann.moseva www.quartsoft.com www.promodo.com QuartSoft Corp. Promodo www.quartsoft.com © 2012 www.promodo.com