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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

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