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Landing Page Optimization: How to Get a 258% Conversion Lift—Or More!
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Landing Page Optimization: How to Get a 258% Conversion Lift—Or More!

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Landing page best practices and specific examples that will help you start testing and increase conversions in your marketing campaigns

Landing page best practices and specific examples that will help you start testing and increase conversions in your marketing campaigns

Published in: Business, Technology, Design

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  • 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
  • Transcript

    • 1. 2
      How to Get a 258% Conversion Lift—Or More!
    • 2. | Why Landing Pages?
      3
      • Best First Impression:
      • 3. You’ve only got one shot to capture
      • 4. Reduce Clutter/Noise:
      • 5. Have a focused conversion goal
      • 6. Increase Relevance
      • 7. Give them exactly what they clicked for
      Your Best First Impression
      Increased Conversions = Increased Bottom Line
    • 8. | Testing…One…Two?
      4
      “42% of marketers have tried A/B tests, 20.5% have tried multivariate tests, and 9.1% have attempted Taguchi-style multivariate tests” – MarketingSherpa
      “68.2% of marketers saw an increase in conversion when they altered their landing pages depending on offers or search terms” – MarketingSherpa
      What Has Been Your Experience?
    • 9. | What To Test?
      5
      Landing Page Testing Roadmap
      • Start with an A/B Design Test
      • 10. Declare a champion!
      • 11. Then Test (in Priority Order):
      • 12. Headlines
      • 13. CTA Button Copy/Links
      • 14. Button Color
      • 15. Graphics
      • 16. # of Form Fields
      • 17. Body Test
      • 18. And Finally: Multivariate/Taguchi
    • | What To Measure?
      6
      Conversions Matter!
    • |Test Your Landing Page Intuition
      7
      Version A?
      Version B?
      Source: WhichTestWon.com
    • 29. | Best Practices Are Not Guarantees
      8
      Version A
      Version B
      45%+ Sign ups; 2.8%+ AVG order; 10.3%- Bounce
    • 30. |Tele-Prospecting Opt-in vs. Email Opt-in
      9
      • Setting:
      • 31. Large B2B technology company
      • 32. Objectives:
      • 33. Alternative to telephone-based opt-in collection
      • 34. Improve benchmarks for landing page conversation rates
      • 35. Approach:
      • 36. Email to a multi-step microsite
      • 37. Test Plan:
      • 38. Landing page design
      • 39. Premium offer incentive
      Versus
    • 40. |Reduce Distractions & Friction – Test #1
      10
      Results: 25% opt-in rate gain and 36.4% conversion rate gain
    • 49. |Focus on Value Proposition - Treatment
      11
      • Value Proposition Headline:
      • 50. Free Report
      • 51. Confidence in PDN
      • 52. Clear Supporting Bullets:
      • 53. WIIFM
      • 54. Decrease Friction:
      • 55. People don’t like to “Submit”
      Results: 162.5% conversion lift & 258% from initial benchmark
    • 56. | Incentive Test to Gather Profiles
      12
      • Each Page Has a Goal:
      • 57. Present offer
      • 58. Gather additional insight
      • 59. Value Exchange:
      • 60. Premium incentive to gather profile information
      • 61. Test Perceived Value:
      • 62. Amazon gift card
    • | Which Incentive Won?
      13
      Win One
      of Twenty $25 Cards
      Win One
      of Ten $50 Cards
    • 63. | Incentive Test Results
      14
      $50 Cards Converted at 31% Higher Rate
    • 64. |Audience Ideas?
      15
    • 65. |MarketingExperiments Testing Ideas
      16
      • More radical designs
      • 66. White versus dark backgrounds
      • 67. “Ugly converts”
      • 68. Provide excerpt from white paper offer
      • 69. Reader testimonials
      • 70. Multivariate testing
    • | Landing Page & Testing Resources
      17
      • Books/Courses:
      • 71. MarketingSherpa – Landing Page Handbook ($500)
      • 72. MarketingExperiments (Online Coursework, Webinars) – Get $50 OFF with Promo Code: CAPTURE50
      • 73. Landing Page Optimization by Tim Ash ($20)
      • 74. Always Be Testing by Brian Eisenberg ($20)
      • 75. Websites:
      • 76. http://blog.marketingexperiments.com
      • 77. http://www.whichtestwon.com
      • 78. Tools:
      • 79. CrazyEgg.com (Heat Maps)
      • 80. Litmus.com (Cross Browser Testing)
    • | Questions?
      18
      Thank You!
      Email: tobryan@responsecapture.com
      Phone: 800-705-2910
      Twitter: @responsecapture or @troyobryan
      LinkedIn: http://www.linkedin.com/in/troyobryan
      Always Be Converting™

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