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Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
Using Analytics to Optimize Landing Pages
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Using Analytics to Optimize Landing Pages

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  • 1. Using Analytics to Optimize Landing Pages
    Search Exchange, Charlotte, NC
    May 19, 2010
  • 2. What You Will Learn
    How to gather information that will make your website better
    How to tie online metrics with business goals
    Methods of testing different page variations
    Landing page best practices
    Free resources for continuing education
  • 3. Analytics
    Search Exchange 2010
  • 4. What Analytics Does
    Drives decisions that improve site user experience and increase marketing ROI
    Provides insight into why customers interact with your website
    Allows you to track trends and performance over time
    Analytics is the practice of using web analytics software
  • 5. Google Analytics
  • 6. Start with Website Goals
    Analytics does not know how to run your business
    Start with identifying the business goals of your website
    Configure analytics to measure your performance against those goals
    There is no such thing as the right number of unique visitors
  • 7. Key Metrics
    Visitors
    Traffic Sources
    Content
    Goals
    Ecommerce
  • 8. Conversion Tracking
    Ecommerce
    Lead Generation
    Brand Awareness
    Member Acquisition
  • 9. Convert Visitors to Customers
    Your visitors
    1
    Product Information
    2
    Shopping Cart
    3
    Checkout
    4
    Thank You Page
    Your Customers
  • 10. Analytics & Search Marketing
    Identify the keywords with the highest ROI
    Track organic traffic vs. paid traffic
    Identify new keyword opportunities
    Eliminate unprofitable keywords
    Develop new content for your website
  • 11. Beware of the HiPPO
  • 12. Landing Pages
    Search Exchange 2010
  • 13. Landing Page Goals
    Provide a consistent experience
    Help a user complete a task
    Post-search experience – content should be tailored to the query
    Clear call to action
    Clean, simple design
    Maximize the value of the inbound searcher
  • 14. Example: “hotel credit card”
  • 15. Chase Marriott Rewards
  • 16. Starwood American Express
  • 17. Discover Card
  • 18. Key Takeaways
    Less is more with landing pages
    Goal of page: Don’t make me think
    Make your offer clear and easy to understand
    Provide multiple options to contact you
    Match the content to the query
    Remember this is not your home page
    Never stop testing new landing pages
  • 19. Multivariate Testing
    Search Exchange 2010
  • 20. Multivariate Testing
    Allows you to test multiple landing page configurations simultaneously
    Free tools like Google Website Optimizer
    Paid tools like Test and Target from Omniture
    Enables you to make data-driven decisions
    Can help you convert more visitors into customers
    Stops arguments with the HiPPO before they happen
  • 21. Website Optimization
    Visitors spend an average of 8 seconds* before deciding whether or not to remain on a website
    Goal is to drive the visitor beyond the landing page
    Website Optimizer helps you convert these visitors into buyers by increasing conversions
    *Source: Marketing Sherpa, Landing Page Handbook
  • 22. A/B and Multivariate Options
  • 23. How Does GWO Work?
    Winning Combo
    Original
    1/3 visitors
    14% Make Purchase
    Customers Visit your Website
    Combo1
    1/3 visitors
    20% Make Purchase
    Combo 2
    Customers Convert
    1/3 visitors
    2% Make Purchase
    Test Different Variations of your Page
    Test variations of the same page
  • 24. Reporting
    Combination 10 is performing the best
    Bars represent relative improvement
    Ability to disable bad performing combinations
  • 25. Free Resources
    Search Exchange 2010
  • 26. AvinashKaushik
    Google’s Analytics Evangelist
    Book: Web Analytics: An Hour a Day
    New Book: Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity
    Blog: Occam’s Razor www.kaushik.net/avinash
    Twitter: @avinashkaushik
  • 27. Google Analytics
    Google Analytics Help Forum: http://groups.google.com/group/analytics-help
    Google Analytics IQ Program: http://www.google.com/support/conversion
    university
    Google Analytics Authorized Consultants: http://www.google.com/intl/en/analytics/
    authorized_consultants.html
    Google Analytics Blog: http://analytics.blogspot.com
  • 28. SiteScan by EpikOne
    Free diagnostic tool that verifies if your Google Analytics Tracking Code is installed properly on your website
    http://www.sitescanga.com/
    Inside the numbers: 45% of the pages they have scanned have errors
    Google Analytics only works if you have code on every page of your website
  • 29. Quick Recap
    Define your website goals and identify key metrics specific to your site
    Audit your landing pages
    Create and test new landing pages using multivariate testing
    Refer to analytics resources regularly
  • 30. The End
    Search Exchange 2010
  • 31. Thank You!
    Benjamin Rudolph
    President & CEO
    Relevance Advisors
    404.635.6775
    benjamin.rudolph@relevanceadvisors.com
    @benjaminrudolph
  • 32. Site Performance Process
    Search Exchange 2010
  • 33. Stakeholder Interviews
    Determine business needs and goals
    Align metrics with the business objectives
    Reporting without a purpose is meaningless
    90% about the business; 10% about the metrics
    Can you answer the question: Why do you want those metrics?
    Goal is not to know what’s happening but to change what’s happening
  • 34. Review Analytics Tool Implementation
    Examine the site for a complete and error-free analytics code implementation
    Identify any on or off-page barriers to data collection
    Things that can interfere with tracking:
    Slow server load
    Page elements hanging
    Ad serving
    JavaScript conflicts
  • 35. Seed and Execute Tests
    Tests may cover
    Overall messaging to audience
    Stock Images
    Color schemes, font formatting, visual “touches”
    Page design vs. page goals
    Messaging/design consistency
    Information architecture – how people find stuff
    Funnel pathing: the balance between guided and open-ended funneling
  • 36. Analyze the Results
    Review Learnings
    Understand Implications
    Refine
    Move Forward
    Never Stop Testing – this is a website not a monument

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