Landing page optimization report best practices for increasing conversion rates

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Landing page optimization report best practices for increasing conversion rates

  1. 1. Landing Pages: Integrating Online and OfflineNaehas Landing Page Optimization Report Best Practices for Increasing Conversion Rates Rab Govilwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  2. 2. Landing Page Buzz According to a recent Gartner Group Study, “…50% of web sales are lost because visitors cannot easily find products, content, or services they’re looking for on websites.” “As many as 50% [of visitors]…bail within 0-8 seconds after briefly glancing at the [landing] page.” The Google Quality Score is “…determined by your keywords clickthrough rate (CTR) on Google, and the relevance of your ad text, keyword, and landing page”www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  3. 3. More Than 80% of Individuals Leave a Landing Page Within 0-8 Seconds Due To Poor Relevancy, Design, and Offer Proportion of visitors who leave within 0-8 seconds after briefly glancing at the page Proportion of visitors who leave when the page does not prove compelling under closer examination Visitors who are attempting to convert but fail somehow, or who would convert if there was an alternate channel such as phone Conversionswww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  4. 4. Top 5 Landing Page Mistakes • Call to action in the outbound medium is not reflected in the landing page • Offer has no value or does not match the customer buying stage • Distracting Navigation options that lead the customer away from the conversion goal • Tedious and invasive forms. • Landing page design is confusing or difficult to read.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  5. 5. Data Sources for This Report Naehas, Inc. PODi International consortium which produces the Best Practices research on the best application of digital printing on a world wide basis Software as a Service company based in Silicon Valley (www.naehas.com) Total of over 300 projects in Best Practice collection of case studies. The best practices report has been requested over 40,000 times Provide marketers a Landing Page in just one year Application that allow them to create, host and measure personalized landing Case studies available at www.podi.org pages without any help from IT MarketingSherpa Conduct Case Study interviews with brand- Customers range from Fortune 500 side marketing VPs and directors in both companies (Canon, USPS, Charles business-to-business and consumer Schwab, Merril Lynch) to small and marketing. medium businesses. Surveyed over 237,000 marketing, advertising and PR professionals to date. Data in the report based on the last 50 Produced one of the first definitive research landing page campaigns report on landing pages called the landing page handbookwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  6. 6. Landing Page Optimization Rule 40% Optimizing a landing page can significantly Customization & increase conversion rates Personalization 2X 40% Conversion Rate Offer and Usability 20% Creative Average Optimized Landing Page Landing Pagewww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  7. 7. Optimized Landing Pages Should Be Customizedand Personalized For Each Target Segment, andShould Focus on Converting The Customer 40% Customized and 2X personalized landing pages Navigation Relevance should feel as though they were created especially for & each individual. Conversion Rate 1. The headline should match the call to action in the outbound medium. 2. Personalized pages should greet the individual by name and contain information relevant to the receiver. 3. Customized landing pages should have relevant content for each segment Average Optimized Landing Page Landing Page 4. Be sure to segment the target audience for each landing pagewww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  8. 8. A Customized Landing Page Will Contain ContentThat Matches That of the Lead Source and IsRelevant to The Target Audience/Segment The Netflix Ad & Landing Page are a Good Example of how to match the lead source copy to that of the landing page. This way, the viewer feels as though they are in the right place because what they clicked on is what they got.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  9. 9. Customized Landing Pages That Do Not MatchTheir Lead Source Make the Viewer Feel AsThough They Are NOT In The Right Place Non-relevant landing page The landing page mentions nothing about “same online service” or “same price”www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  10. 10. Both Customized and Personalized LandingPages Should Have Easy to Remember URLs Make sure the URL is easy to read and easy to type Too many http://www.zfda nonsensic Simple to des.com/cgibin al words remember /zfdat/site/prod and and read uct/index.html? symbols www.zoffer.com id=001597211& zone=zbs Why is this important • Email: Significant numbers will cut and paste the link or type it in. • Online ads: They might come back to it at a later time or send it to a friend. Do not lose out on the viral part of the response. • Direct Mail or other offline media: Since they will be typing it in, it has to be easy to read and type in or you are going to be loosing many prospective leads.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  11. 11. Personalized Landing Pages Have OnAverage A 30% Better Conversion Rate Personalized Landing Pages: – Contain relevant information specific to each receiver – Contain Unique URLs for each receiver – Provide tracking at an individual level – Provide the prospective lead with relevant offers that may better catch and keep their attention. EXAMPLE To take advantage of this exclusive offer, visit your personal website before Dec 15th: www.acme.com/bill.fosterwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  12. 12. Directing Customers To PersonalizedLanding Pages Significantly IncreasesResponse Rates • Direct customers to landing pages using unique personalized URLswww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  13. 13. Customize Your Outbound Media WithTargeted Messaging Specific To YourAudience. Retail/Quick Printer Commercial Printer Management Commercial Printer Production In-Plantwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  14. 14. Additionally, Match Your TargetedMessaging On Your Outbound Media ToThat On Your Landing Pages CANON EXAMPLE Personalized landing pages should greet customer by name Make offers relevant to each segment in order to improve conversionswww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  15. 15. Relevance: Canon Examplewww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  16. 16. For Canon, Optimizing Their Landing PagesResulted In A Significant Opportunity Pipeline& Significantly More Leadswww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  17. 17. In Addition, Using Personalized LandingPages With Their Direct Mail Campaign,Canon Saw A 93% Conversion Ratewww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  18. 18. Using Personalized Landing Pages With TheirCatalog Distribution, World’s Finest ®Chocolates Saw a 150% Increase In Sales Example World’s Finest Chocolate Personalized Landing Page • Displays customized content • Is personalized with name and past order information • Offers product recommendations and product history specific to each visitorwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  19. 19. Statistical Results for WFC’s 5th Catalog Mailing Audience Response Response AOV Control Segment Size Rate Lift Lift AOV ILP AOV B2B House File 54K 1.68% 9.32% 12% $311 $348 Consumer Prospects* 10K .28% 238% 140% $102 $302 Consumer House File 40K 2.45% 8% 3% $89 $92 * Results for the consumer prospect are not statistically significantwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  20. 20. Segment Your Audience To Increase ContentRelevancy on Both Customized and PersonalizedLanding Pages • Potential evolutionary path: – Stage 1: One-size-fits-all – Stage 2: 3-5 segments based on type of media source – Stage 3: Add other relevance factors to the mix • Repeat vs. new visitor • Time of day, geography • Key sites, keywords • Other customer-specific information • Ultimately, you are likely to find 2-3 relevance factors that give you most of the lift from targeting Segmentationwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  21. 21. When Segmenting, Be Sure To Test TheMessaging In Order To Optimize Response Rates Canon Segmentation Out of 4 test segments, 2 proved to be most valuable Retail/Quick Printer Commercial Printer Management Commercial Printer Production In-Plantwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  22. 22. Best Practices for Designing Customizedand Personalized Landing Pages • The landing page headline should match the call to action from the outbound medium • Build the landing page specifically for each segment – beware of over-segmenting your audience • Use Personalized Landing Pages whenever you have data files for your segment audience • Use easy to remember URL’s. Personalize them when possible.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  23. 23. Optimized Landing Pages Have Segment-Targeted Offers and Simple Usability 40% A compelling landing page should have a target audience-specific offer and simple usability 2X 1. Make the offer relevant to the ultimate goal or objective of the landing page. Conversion Rate 2. The landing page should quickly explain how the offer will benefit the customer. Usability Offer & 3. The call to action should be clearly stated and easy to accept 4. Forms should be simple and pre-filled when applicable. Average Optimized 5. Do not include distracting Landing Page Landing Page navigation when possible.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  24. 24. There Are 4 Components That Make Up A Successful Offer The successful progression from entering a landing page to completing the conversion action includes the following components: Offer Forms Navigation Thank You Pagewww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  25. 25. Determine The Right Offer For The RightSegment. Offers May Differ Between Segments Thank Offer Forms Navigation You Pagewww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  26. 26. Business to Business Offer Examples Thank Offer Forms Navigation You Page Responsiveness Optimum Offer Qualified(1-5) (1-5) Offers ROI calculators 3 5 15 Whitepapers/ Guides 3 4 12 Case studies 4 3 12 “Relevant” giveaways 4 3 12 Video clips or demo 4 3 12 Webinars 2 5 10 Live events 1 5 5 Free giveaways 5 1 5 Tradeshows 2 2 4www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  27. 27. The Offer and Call To Action Should Be Specific ToThe Segment Audience In Order To IncreaseLikeliness of Conversion Thank Offer Forms Navigation You Page • Make sure the value of the offer is clear AND specifically targeted to your campaign’s target audience. • Make offers bold and easy to take advantage of. • If it is an interactive offer such as a value calculator, clearly state how long it will take for them to interact with it or what they will get. The offer button clearly states the value of the offer When providing personal information, studies have shown that the response rate it better if symbols representing security are presentwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  28. 28. Test Various Offers To MaximizeConversions Thank Offer Forms Navigation You Page Two separate offers allow for better testing of which one is more effective with the target customer Note that the only way out of the page is to either leave it or click the conversion buttonwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  29. 29. The offer should be located both above andbelow the fold if necessary Thank Offer Forms Navigation You Page • Design the landing page using 800x600 resolution to ensure that you capture 89-94% of internet users Resolution Proportion of Population Using 1024x768 54% 1280x1024 21% 800x600 14% Unknown 5% 1152x864 3% 1600x1200 0% 640x480 0% Rule of Thumb Make sure all critical elements are visible without scrolling by keeping them in the upper 300 pixels of the pagewww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  30. 30. Best Practices For The Offer and Call To ActionTo Increase Likeliness of Conversion Thank Offer Forms Navigation You Page • Make sure the value of the offer is clear and easy to take advantage of. • Place the offer above the fold on the page. If it is a scrolling page, repeat the offer again below the fold. • If the landing page takes them to second page for conversion, repeat the offer and the value of the offer again on the second page.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  31. 31. Best Practices When Using Forms OnLanding Pages Thank Offer Forms Navigation You Page • Use the minimum number of form fields possible. • Forms should be used to collect new information only. If you already have customer information either pre-fill the forms or only as for new information. • Provide Trust: Forms are scary. If you tell people exactly what you will do with the information and what you will not do, your conversion rates will improve. Make it clear using verbiage such as: "We will only use your email address send you what you ask for.” or “We will never sell or share your information with third parties without our permission. Privacy Policy" • Pre-fill forms whenever possible.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  32. 32. Asking for too much information on formsoften scare potential customers away Thank Offer Forms Navigation You Page Barix Clinics: Poorly designed landing page and conversion form. • You can’t read the titles on the brochures • The form is extremely detailed and very intimidating • The page lacks a clear and direct call to action • Where’s the submit button???www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  33. 33. Best Practices for Using Forms To IncreaseConversions Thank Offer Forms Navigation You Page • Use check boxes or radio buttons as much as possible, but never at the same time. Check Box Radio • Pre-fill forms as much as possible using information from bought lists or in-house databases. • Use Red for the conversion button to improve your conversion rate. • Make sure information is saved as they go, so that if they accidentally hit the back button they will not have to start from scratchwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  34. 34. Landing Pages Should Be EasyNavigate and Understand Thank Offer Forms Navigation You Page Simplifying a Landing Page’s Navigation & Usability Will Increase The User’s Understanding of Your Ultimate Goal • Stay away from Flash landing pages. Flash cannot be indexed by search engines and often takes too long to load. • Do not include the navigation bars from your home website on your landing page. • Remove all distractions (navigation bars, additional offers/products, multiple offer conversion buttons, extensive conversion forms, etc.) that aren’t pertinent to the conversion goal. • Make the conversion button as obvious as possible.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  35. 35. Poor Navigation Distracts CustomersFrom Your Intended ConversionActivity Thank Offer Forms Navigation You Page The landing page does NOT mention anything about 5 start resorts or low annual fees as stated in the ad! They have unnecessary and distracting links and navigation bars. Call to action and conversion offer is unclear and does not stand outwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  36. 36. Use The Thank You Page To ProvideAdditional Information Relevant To theCustomer Thank Offer Forms Navigation You Page Use the ‘Thank You’ page to your advantage. This page is being seen by prospects that have taken the time to provide you some information or bought something from you. They are in prime reading and interacting mode at this time. – Actions you could take on the Thank You page • Promote another initiative such as a newsletter or webinar • Ask for their feedback • Send them to your home page if there are other interesting programs or offers they can take advantage of. • Further promote your product or other similar products that would be useful to them. • Direct them to your product websitewww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  37. 37. Example Anritsu’s Conversion Thank You Page Thank Offer Forms Navigation You Page Provides Product is the star and the additional headline is revisited resources for Refocus visitor information to the offerwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  38. 38. Summary Offer and Navigation Thank You Offer Forms Navigation Page Eliminate all Thank you •Pick the right Pre-fill forms navigation pages are offer to match for up to 30% other than under- the business increase in what is leveraged objective and conversions the appropriate necessary and should tradeoff to get the be used for between quality customer to further and volume take the promotion required •Make sure that action the value of the offer is clear and easy to availwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  39. 39. The Creative Aspects Of A Landing Page Are The Visual Components That Help Guide Visitors To Conversion 20% “Great landing page design is about leading the eye on a journey that ends in conversion” 2X -MarketingSherpa Conversion Rate 1. Does the landing page design take the eye to or away from the conversion button? 2. Are there too many elements on the page? 3. Do the colors and verbiage guide the viewer to the conversion button? Creative 4. Does the landing page provide the viewer with all the Average Optimized information they need without Landing Page Landing Page overwhelming them?www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  40. 40. Creative Use Images To Help Direct Viewers To Your Conversion Goal • Make all images clickable. This is a great opportunity to have it pop up with additional technical information that would otherwise have made your landing page too crowded. • If you are using an image of a paper, report or product for the Place the “Hero” or offer, make sure you can read product shot on the LEFT the text on the image. hand side of the page You may want to create a special extra-readable thumbnail made with larger than normal copy. Use the area below your image to your advantage. Extensive studies have shown that the two • Photos of people, even most-read content areas on imperfect non-studio shots, space ads are headlines and have been proven to be more product shot captions. Don’t effective and more trustworthy waste this big opportunity! than clipart.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  41. 41. Creative Keep Color Choices Consistent With Other Aspects Of Your Campaign Short and specific formUse a white field with whitebackground text boxesfor the textincludingyourheadline andregistrationform. Use colored boxes or screens to draw the eye to important Keep the color scheme of the page consistent with campaign colors segments of and the colors used from banner ads, direct mail pieces, and emails. text, such as a The more your landing page resembles your creative – the thing that bullet list of made them respond in the first place, the better your conversions features or will be form fieldwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  42. 42. Creative Best Practices for CopywritingVery Important • Headline Make sure the headline stands out (ie. large font, bright color, etc.), appeals directly to your target audience, and refers to the place where the visitor came from. Order of Importance • Call to Action Make the wording on the submit button creative. It is one of the first and last things they will see, so use the copy on the button to your advantage! • Body Copy – The copy font should be at least 12 points, flush left, and never run longer than 52-60 characters across. – Use bullet points as much as possible instead of paragraphs – Highlight your key points, whether it’s by position, bold text, white space, color, font, etc. However, be aware of highlighting or bolding text. If those few words or sentences are all an individual sees, will they have enough information to want to convert? – Use “you” and “your” instead of “we” and “our.” Importantwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  43. 43. Creative Simple and To The Point Copy Can Increase Understanding Of Your Ultimate Conversion Goal This is a concise and compelling headline with a big font size and bright color. Bullet points are much easier to read and more often read compared with paragraphs It’s easy to pick out the hotlinked text.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  44. 44. A Review Focusing Attention To These 3 levels of Landing Page Design Will Significantly Increase Conversion Rates 40% Optimizing a landing page can significantly Relevance increase conversion rates 2X 40% Conversion Rate Offer and Usability 20% Creative Average Optimized Landing Page Landing Pagewww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  45. 45. Example A Well Designed Consumer Landing Page• This is a great example for the following reasons: – Logo in upper left with tagline below – It clearly explains in three steps the benefits of choosing them – The call to action area is clear and concise – The submit button is creative (represents a green traffic light) and very obvious – There are privacy symbols and copy at the bottom, which often makes people feel more comfortable about giving information – Hero shot is on the left and has a caption belowwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  46. 46. Statistical Results of Free Offer Testing • Free offers can include: – white papers, Demos, Case Studies, Gift Cards • With Personalized Direct Mail, conversion rates are often higher than non-personalized mail. Optimized with Personalized Media Non-optimized Optimized Landing Pages Direct Mail 15.0% 25.0% 40.0% Email to house lists 10.0% 15.0% 25.0% Email to 3rd party lists 5.0% 7.5% 20.0% Banner Ads 3.0% 5.0% NA Search 4.0% 6.0% NAwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  47. 47. Statistical Results of “Buy-Now” Offers • Buy-Now offer examples include: – discounts, free complimentary products etc. Optimized with Personalized Media Non-optimized Optimized Landing Pages Direct Mail 7.5% 12.0% 30.0% Email to house lists 6.0% 7.5% 15.0% Email to 3rd party lists 1.0% 1.5% 3.0% Banner Ads 1.0% 1.8% NA Search 1.5% 2.5% NA • One caveat is that dependent on the industry, the numbers can change drastically. For example, in the trade show conference industry, the numbers are almost a magnitude smaller Optimized with Personalized Non-optimized Optimized Landing Pages Direct Mail 0.1% 0.2% 0.7%www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  48. 48. Test and optimize to deliver the lift Response Rate 500% lift Right Time 400% lift Right Message 300% lift Right Individual Segmentation 200% lift 20% lift Static Personalized Highly Relevantwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  49. 49. Designs to Test for Optimal Landing Page Conversion Rates • Test the landing page on different computers in order to see the placement of the offer presentation • Test different headlines • Test Stand-Alone Images vs. Images with Captions • Test hero shots on left and right side of page. • Test shorter body copy vs. long copy. • Perform field Analysis of what people are filling out • Test single page landing pages vs. those with multiple pageswww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  50. 50. How Do I Get Started On Optimizing My Landing Page? 1. Define in very precise terms what are the business objective of the landing page ( Lead Generation, Ecommerce, Event Registration etc.) 2. Define your measurement criteria and baseline measurement 3. Select whether you will do this internally or use an outside hosting/ technology provider 4. Do your segmentation and really understand who are your trying to reach and sell. 5. For personalized landing pages, understand the data elements you have and can leverage for personalization 6. Figure out your offer and key persuasive elements (Testimonials) 7. Do your template (wireframe) for your page. Think testing and reusability at this time 8. Get your copy written and polished. 9. Create your landing pages and launch your campaign 10. Measure, Test and Iteratewww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  51. 51. Other Landing Page Exampleswww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  52. 52. A Good Consumer Landing Page • The value proposition is clearly explained at the top of the page with a strong call to action with “Get Your Insurance Quote”. • There are literally zero traffic leaks. • The only information they are requesting of the user is a zip code. • The call to action is very clear with a nice clickable green button.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  53. 53. NCDM Events Marketing NCDM, the National Center for Database Marketing, is the premier educational and exhibition event for the database marketing industry. Challenge – The Key Goal was to drive registration to two NCDM shows (2005 & 2006). Typically, brochures are sent either 1 or 2 times to each prospective attendee (very expensive). Naehas Solution – Create individualized and general landing pages – Send out relevant postcards to lead prospective attendees to the landing pages – Measure all activity on the campaign dashboard - helps determine where lowering costs won’t affect attendance and profits. Results – The Relevant Postcard (Naehas) Paid Registration Efficiency was 1.5X Attendee Brochure.www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  54. 54. Relevant Postcards – by Job Function • Multiple message segments • First and last chance mailingswww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  55. 55. Individualized Landing Pages (ILPs)www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  56. 56. Alumni Postcard - 2006www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  57. 57. Non Alumni Postcard - 2006www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  58. 58. Doing the Direct Mail Analysis - Apples to Apples • Audience of recipients was broken into three buckets – Relevant Postcard Recipients Relevant – Brochure Recipients Brochures Postcards – Combination Recipients Email, WOM, etc • Methodology – Three buckets/segments are a subset of all recipients and registrants – Email, Word of Mouth, Referrals – all other methods or marketing are not part of the analysis – Methodology for attribution to the direct mail • Matching of First Name, Last Name, and Zipwww.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas
  59. 59. Contacts receiving relevant postcards are 5 times more likely to register and pay than those that receive just brochures • Relevant postcards are 5X more effective in driving paid registrations – .58% vs. .11% – PRE = Paid Registrations / Audience • Combined pulled well: – The most responsive group received some combination of relevant postcards and brochures - 3.78%www.naehas.com 525 Middlefield Road | Suite 230 | Menlo Park | CA | 94025 1-877-2naehas

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