2<br />How to Get a 258%         Conversion Lift—Or More!<br />
| Why Landing Pages?<br />3<br /><ul><li>Best First Impression:
You’ve only got one shot to capture
Reduce Clutter/Noise:
Have a focused conversion goal
Increase Relevance
Give them exactly what they clicked for </li></ul>Your Best First Impression<br />Increased Conversions = Increased Bottom...
| Testing…One…Two?<br />4<br />“42% of marketers have tried A/B tests, 20.5% have tried multivariate tests, and 9.1% have ...
| What To Test?<br />5<br />Landing Page Testing Roadmap  <br /><ul><li>Start with an A/B Design Test
 Declare a champion!
Then Test (in Priority Order):
 Headlines
 CTA Button Copy/Links
 Button Color
 Graphics
 # of Form Fields
 Body Test
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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

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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 &amp; 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 &amp; 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!

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

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