Five Tips for Landing Page Optimization
Upcoming SlideShare
Loading in...5
×
 

Five Tips for Landing Page Optimization

on

  • 1,961 views

 

Statistics

Views

Total Views
1,961
Views on SlideShare
1,961
Embed Views
0

Actions

Likes
0
Downloads
9
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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

Five Tips for Landing Page Optimization Five Tips for Landing Page Optimization Presentation Transcript

  • Five Tips for Landing Page Optimization
    Tom Wentworth
    VP, Web Solutions
    tom.wentworth@ektron.com @twentworth12 on Twitter
  • Agenda
    What is Landing Page Optimization
    Five Tips for Landing Page Optimization
    Additional Resources
    Questions and Next Steps
  • What is a Landing Page?
    Revenue, Leads, Subscriptions, Registrations, Donations, etc.
  • What is Landing Page Optimization (LPO?)
    Optimize conversion rates through testing the page factors that influence user actions
    z
  • Optimize Landing Pages with Website Testing
    Test copy, images, pricing, call to action, layout
    Track Revenue, Leads, Subscriptions, Registrations, Donations
    A|B vs. Multivariate
  • 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.
  • #1 Select the Right Tool for the Job
    When to use A|B vs. Multivariate
  • #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
  • Starting with A|B Testing
    B
    A
    (Leader: A – 44% more Registrations)
  • Evolve with Multivariate Testing
    E
    D
    B
    A
    C
  • Ektron Marketing Optimization Suite at Take Charge America
    Challenger
    Champion
    38% - 4% over lift
  • 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
  • #2 Testing the Three C’s
    Content, Copy, Call-to-Action
  • #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
  • Sony Email Test
    13.9% More Revenue
    Source: http://whichtestwon.com
  • #3 Select The Right Pages to Test
    Content, Copy, Call-to-Action
  • #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
  • #4 Know When to Hold Them…
    Resist the Temptation to End Early
  • #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
  • 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!
  • 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!
  • #5 Rinse. Lather. Repeat
    Drive a Culture of Continuous Improvement

  • “Continuous Improvement is Better than Delayed Perfection”
    - Mark Twain
  • Design for Continuous Improvement
  • Ektron Marketing Optimization Suite
    Drive revenue growth
    Analytics
    Content targeting
    Multivariate testing
    Search engine optimization
  • 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
  • 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/
  • 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
  • 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