Landing page optimization; Increase conversions; What to test and measure; Landing page best practices; A/B testing; Multivariate testing; How to get a conversion lift; Heat maps; Generate email opt-ins & downloads; Marketing Experiments; Marketing Sherpa; Offer testing; Pre populate data to get a 50% conversion lift;Landing page resources
3 good reasonsSherpa – 2 to 8 seconds or about 15 words – headlines are keyIf not sending to LP, where? home page clutter or your navigation bar let’s them leaveHow many people have gone online and done a search for a product, clicked on an ad and ended up with having to sort through a company’s website to find the thing that we were looking for?LPs increase conversions
70% of marketers are testing their landing pages68.2% saw an increase in conversions
If new to testing: Start more radical designs to find a winnerSLIGHT TWEAKS in headline can cause conversions to sour or plummet20% of visitors will read the body copy
One question we get - what to measure? Conversions can be revenue or can be the precursor torevenueTo increase conversions, you have to measure how many you’re losing
Company:GrasshopperWhat they do: 800 Call Tracking SoftwareTheir landing page objective: Increase Signups & Average OrderWhat was done: A/B Split Test of two different designsPoll the audienceAny particular reason you chose A?Any particular reason you chose B?
Teleprospecting – takes a lot of time or a lot of people but effectiveAnd wanted to see if they could outperform through the email channel – improve conversion ratesBefore we engaged – we looked at some of the things in the past:At the top, navigation- a list of contact form fields – FAVORITE COLOR, WHAT KIND OF CAR THEY DRIVE, PREFER LIQUOR BEER or WINE An orange “submit” buttonMULTI-STEP
Removed Distractions – big image of the offer, no navigation menusOnly email required – pre-populated email address – 50% lift
Next – Gather additional insightTo do that, we provided an incentive of a chance to win an Amazon gift card
Same $500 incentive
Perception is a higher value
Although 258% increase in conversions on this test, we’re never satisfied Here because you testing – what have you tested? What’s worked for you?
Marketing Sherpa Koolaid – new manual every year, not much change over year-to-yearPromo code: ME Blog – a test per weekWhichtestwon – one per day
Landing Page Optimization: How to Get a 258% Conversion Lift—Or More!
2<br />How to Get a 258% Conversion Lift—Or More!<br />
| Why Landing Pages?<br />3<br /><ul><li>Best First Impression:
Give them exactly what they clicked for </li></ul>Your Best First Impression<br />Increased Conversions = Increased Bottom Line<br />
| Testing…One…Two?<br />4<br />“42% of marketers have tried A/B tests, 20.5% have tried multivariate tests, and 9.1% have attempted Taguchi-style multivariate tests” – MarketingSherpa<br />“68.2% of marketers saw an increase in conversion when they altered their landing pages depending on offers or search terms” – MarketingSherpa<br />What Has Been Your Experience?<br />
| What To Test?<br />5<br />Landing Page Testing Roadmap <br /><ul><li>Start with an A/B Design Test