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Five Tips for Landing Page Optimization<br />Tom Wentworth<br />VP, Web Solutions<br />tom.wentworth@ektron.com @twentwort...
Agenda<br />What is Landing Page Optimization<br />Five Tips for Landing Page Optimization<br />Additional Resources<br />...
What is a Landing Page?<br />Revenue, Leads, Subscriptions, Registrations, Donations, etc.<br />
What is Landing Page Optimization (LPO?)<br />Optimize conversion rates through testing the page factors that influence us...
Optimize Landing Pages with Website Testing<br />Test copy, images, pricing, call to action, layout<br />Track Revenue, Le...
Five Tips for Landing Page Optimization<br />Select the right tool for the Job<br />Testing the Three C’s<br />Pick the Ri...
#1 Select the Right Tool for the Job<br />When to use A|B vs. Multivariate<br />
#1 Select the Right Tool for the Job<br />A|B Testing<br />Test Broader Page Concepts<br />“Low Hanging Fruit”<br />Lower ...
Starting with A|B Testing<br />B<br />A<br />(Leader: A – 44% more Registrations)<br />
Evolve with Multivariate Testing<br />E<br />D<br />B<br />A<br />C<br />
Ektron Marketing Optimization Suite at Take Charge America<br />Challenger<br />Champion<br />38% - 4% over lift<br />
Landing Page Optimizationat Lloyds TSB<br />Full range of banking and financial services<br />5th largest bank in Europe<b...
#2 Testing the Three C’s<br />Content, Copy, Call-to-Action<br />
#2 Testing the Three C’s<br />Content<br />Test Images, layout, forms, rich media, social widgets <br />Copy<br />Strong, ...
Sony Email Test<br />13.9% More Revenue<br />Source: http://whichtestwon.com<br />
#3 Select The Right Pages to Test<br />Content, Copy, Call-to-Action<br />
#3 Select the Right Pages to Test<br />A single, specific and “easy to measure” goal<br />A page with a poor conversion ra...
#4 Know When to Hold Them…<br />Resist the Temptation to End Early<br />
#4 Know When to Hold Em<br />Don’t stop running a test too early or too late<br />Too early risks promoting the wrong vers...
Statistical Significance<br />Question: A Roulette Table Shows Red Coming up 10 times in a row should you:<br />Bet on Red...
Statistical Significance<br />Question: A Roulette Table Shows Red Coming up 10 times in a row should you:<br />Bet on Red...
#5 Rinse. Lather. Repeat<br />Drive a Culture of Continuous Improvement<br />
<br />“Continuous Improvement is Better than Delayed Perfection”<br />				   - Mark Twain<br />
Design for Continuous Improvement<br />
Ektron Marketing Optimization Suite<br />Drive revenue growth<br />Analytics<br />Content targeting<br />Multivariate test...
Multivariate Testing<br />Quickly create A|B split tests or full multivariable tests<br />Test copy, images, pricing, call...
Additional Resources<br />Ektron Whitepaper – Fail Faster with Multivariate Testing<br />http://www.ektron.com/literature/...
About Ektron<br />Ektron Inc. brings innovative web technology to everyone <br />Web content management, marketing optimiz...
Questions and Next Steps<br />To learn more about Landing Page Optimization and the <br />Ektron Marketing Optimization Su...
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Five Tips for Landing Page Optimization

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  • A landing page is a webpage that is displayed when a potential customer clicks an advertisement or a search engine result link. This webpage typically displays content that is a relevant extension of the advertisement or link.
  • Landing page optimization (LPO) is one part of a broader Internet marketing process called conversion optimization, or Conversion Rate Optimization (CRO), with the goal of improving the percentage of visitors to the website that become sales leads and customers. LPO aims to provide page content and appearance that makes the webpage more appealing to target audiences.
  • a result is called statistically significant if it is unlikely to have occurred by chance.
  • The is no such thing as a best practice for every site. Your site is unique and what works for someone elses site might not work for your site.
  • a result is called statistically significant if it is unlikely to have occurred by chance.
  • Version A’s offer-oriented subject line and benefit-oriented email copy generated 13.9% more ecommerce revenue … despite the fact that Version B had 8.3% more opens and a 14.5% higher click rate. Which just goes to show, you have to measure tests beyond the click.
  • a result is called statistically significant if it is unlikely to have occurred by chance.
  • a result is called statistically significant if it is unlikely to have occurred by chance.
  • The Ektron Social Software Suite allows companies to engage customers, prospects and employees through communities and collaboration. Customer communities – Create external communities to increase customer engagement and foster authentic conversations. Enterprise 2.0 collaboration – Deploy social tools inside the enterprise to improve productivity and business results.Social CRM – Use social tools to change the way companies sell, market and support.Connect social conversations from Facebook, Twitter, LinkedIn and other networks to your communities.
  • Customer centric
  • Transcript of "Five Tips for Landing Page Optimization"

    1. 1. Five Tips for Landing Page Optimization<br />Tom Wentworth<br />VP, Web Solutions<br />tom.wentworth@ektron.com @twentworth12 on Twitter<br />
    2. 2. Agenda<br />What is Landing Page Optimization<br />Five Tips for Landing Page Optimization<br />Additional Resources<br />Questions and Next Steps<br />
    3. 3. What is a Landing Page?<br />Revenue, Leads, Subscriptions, Registrations, Donations, etc.<br />
    4. 4. What is Landing Page Optimization (LPO?)<br />Optimize conversion rates through testing the page factors that influence user actions<br />z<br />
    5. 5. Optimize Landing Pages with Website Testing<br />Test copy, images, pricing, call to action, layout<br />Track Revenue, Leads, Subscriptions, Registrations, Donations<br /> A|B vs. Multivariate<br />
    6. 6. Five Tips for Landing Page Optimization<br />Select the right tool for the Job<br />Testing the Three C’s<br />Pick the Right Pages<br />Know When to Hold Em…<br />Rinse. Lather. Repeat.<br />
    7. 7. #1 Select the Right Tool for the Job<br />When to use A|B vs. Multivariate<br />
    8. 8. #1 Select the Right Tool for the Job<br />A|B Testing<br />Test Broader Page Concepts<br />“Low Hanging Fruit”<br />Lower Traffic Requirements<br />Difficult to Control External Factors<br />Multivariate Testing<br />More Learning<br />More Complexity, Planning, Traffic<br />
    9. 9. Starting with A|B Testing<br />B<br />A<br />(Leader: A – 44% more Registrations)<br />
    10. 10. Evolve with Multivariate Testing<br />E<br />D<br />B<br />A<br />C<br />
    11. 11. Ektron Marketing Optimization Suite at Take Charge America<br />Challenger<br />Champion<br />38% - 4% over lift<br />
    12. 12. Landing Page Optimizationat Lloyds TSB<br />Full range of banking and financial services<br />5th largest bank in Europe<br />Results:<br />90% increase in visitors<br />150% increase in leads<br />30% increase in visitor to registered lead conversion rate<br />
    13. 13. #2 Testing the Three C’s<br />Content, Copy, Call-to-Action<br />
    14. 14. #2 Testing the Three C’s<br />Content<br />Test Images, layout, forms, rich media, social widgets <br />Copy<br />Strong, Clear, Direct Headline<br />Call To Action<br />Be Specific, Obvious, and Singular<br />
    15. 15. Sony Email Test<br />13.9% More Revenue<br />Source: http://whichtestwon.com<br />
    16. 16. #3 Select The Right Pages to Test<br />Content, Copy, Call-to-Action<br />
    17. 17. #3 Select the Right Pages to Test<br />A single, specific and “easy to measure” goal<br />A page with a poor conversion rate<br />Enough conversions to test in a reasonable amount of time<br />
    18. 18. #4 Know When to Hold Them…<br />Resist the Temptation to End Early<br />
    19. 19. #4 Know When to Hold Em<br />Don’t stop running a test too early or too late<br />Too early risks promoting the wrong version<br />Too late wastes time that could be spent on new tests <br />
    20. 20. Statistical Significance<br />Question: A Roulette Table Shows Red Coming up 10 times in a row should you:<br />Bet on Red, the table is biased!<br />Bet on Black, it’s due!<br />Walk away, Roulette Odds are Terrible!<br />
    21. 21. Statistical Significance<br />Question: A Roulette Table Shows Red Coming up 10 times in a row should you:<br />Bet on Red, the table is biased!<br />Bet on Black, it’s due!<br />Walk away, Roulette Odds are Terrible!<br />
    22. 22. #5 Rinse. Lather. Repeat<br />Drive a Culture of Continuous Improvement<br />
    23. 23. <br />“Continuous Improvement is Better than Delayed Perfection”<br /> - Mark Twain<br />
    24. 24. Design for Continuous Improvement<br />
    25. 25. Ektron Marketing Optimization Suite<br />Drive revenue growth<br />Analytics<br />Content targeting<br />Multivariate testing<br />Search engine optimization<br />
    26. 26. Multivariate Testing<br />Quickly create A|B split tests or full multivariable tests<br />Test copy, images, pricing, call to action, layout<br />Set conversion goals and automatically promote winning version<br />Combine targeting and testing to test response per segment<br />
    27. 27. Additional Resources<br />Ektron Whitepaper – Fail Faster with Multivariate Testing<br />http://www.ektron.com/literature/whitepapers/fail_faster_with_multivariate_testing.pdf<br />Sample Size Estimation Tool<br />http://www.websharedesign.com/tools/sample-size-estimation-tool/<br />Tim Ash “Seven Deadly Sins of Landing Page Design” Webinar<br />http://www.youtube.com/watch?v=erdEZvOq6wo<br />Occam’s Razor Blog by AvinashKaushik<br />http://www.kaushik.net/avinash/<br />
    28. 28. About Ektron<br />Ektron Inc. brings innovative web technology to everyone <br />Web content management, marketing optimization and social software<br />Headquartered in Nashua, New Hampshire<br />Offices in Australia, Canada, Singapore and the United Kingdom<br />Over 8000 Customers<br />
    29. 29. Questions and Next Steps<br />To learn more about Landing Page Optimization and the <br />Ektron Marketing Optimization Suite<br />Visit http://ektron.com/marketingoptimization<br /> Thank You!<br />Tom Wentworth VP, Web Solutions<br />tom.wentworth@ektron.com @twentworth12 on Twitter<br />
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