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Competitive Intelligence - landing page teardowns and site optimization

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From the SMX East 2014 Conference in New York City, NY. SESSION: Competitive Research For Sem. PRESENTATION: Competitive Intelligence - Landing Page Teardowns and Site Optimization - Given by Christi Olson, @ChristieJOlson, Director of SEM - Point It Digital Marketing. #SMX #13B

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Competitive Intelligence - landing page teardowns and site optimization

  1. 1. @ChristiJOlson#SMX #13B Christi Olson Director of SEM
  2. 2. @ChristiJOlson#SMX #13BMove one step beyond the SERP… TEST TO IMPROVE CONVERSION RATETrack competitive shifts in Ad Copy andLanding Pages
  3. 3. @ChristiJOlson#SMX #13BTesting is the new norm
  4. 4. @ChristiJOlson#SMX #13BTime for a story…
  5. 5. @ChristiJOlson#SMX #13BThings can get complicated quickly
  6. 6. @ChristiJOlson#SMX #13B Focus on the CONSUMER and build a landing page or user experience to target their needsUnderstand your competitive set (and their strategy)
  7. 7. @ChristiJOlson#SMX #13B4 Tips for landing page Teardowns and competitive intelligence 1.Select a few relevant competitors 2.Understand YOUR & their value proposition 3.Decide What elements and at stage of the funnel TO TEST 4.Develop user focused Scenarios Go forth and document / test!
  8. 8. @ChristiJOlson#SMX #13BSmall gains in cvr COMPOUND AND ADD UP OVER TEST CYCLES +55% (140bps) increase in CVR +22% +5% # of Tests or Test Cycles Conversion Rate (CVR)
  9. 9. @ChristiJOlson #SMX #13B What this looks like in #’s Clicks CTR CPC Ad Spend CVR TXNS Revenue Rev/TXN ROAS 1,000 2.5% $0.50 $ 500 2.50% 25 $ 500 $ 20.00 100% 1,000 2.5% $0.50 $ 500 2.63% 26 $ 520 $ 20.00 104% 1,000 2.5% $0.50 $ 500 2.76% 28 $ 560 $ 20.00 112% 1,000 2.5% $0.50 $ 500 2.89% 29 $ 580 $ 20.00 116% 1,000 2.5% $0.50 $ 500 3.04% 30 $ 600 $ 20.00 120% 1,000 2.5% $0.50 $ 500 3.19% 32 $ 640 $ 20.00 128% 1,000 2.5% $0.50 $ 500 3.35% 34 $ 680 $ 20.00 136% 1,000 2.5% $0.50 $ 500 3.52% 35 $ 700 $ 20.00 140% 1,000 2.5% $0.50 $ 500 3.69% 37 $ 740 $ 20.00 148% 1,000 2.5% $0.50 $ 500 3.88% 39 $ 780 $ 20.00 156% Clicks CTR CPC Ad Spend CVR TXNS Revenue Rev/TXN ROAS 1,000 2.5% $0.50 $ 500 2.50% 25 $ 500 $ 20.00 100% 1,000 2.5% $0.50 $ 500 2.56% 26 $ 520 $ 20.00 104% 1,000 2.5% $0.50 $ 500 2.63% 26 $ 520 $ 20.00 104% 1,000 2.5% $0.50 $ 500 2.69% 27 $ 540 $ 20.00 108% 1,000 2.5% $0.50 $ 500 2.76% 28 $ 560 $ 20.00 112% 1,000 2.5% $0.50 $ 500 2.83% 28 $ 560 $ 20.00 112% 1,000 2.5% $0.50 $ 500 2.90% 29 $ 580 $ 20.00 116% 1,000 2.5% $0.50 $ 500 2.97% 30 $ 600 $ 20.00 120% 1,000 2.5% $0.50 $ 500 3.05% 30 $ 600 $ 20.00 120% 1,000 2.5% $0.50 $ 500 3.12% 31 $ 620 $ 20.00 124% 5% Growth 2.5% Growth Iterative Testing Growth
  10. 10. @ChristiJOlson#SMX #13BIf you don’t know where you are going any road will get you there
  11. 11. @ChristiJOlson#SMX #13BTemplates for Landing Page Tear Down Competitor: Observation: Status: (Date Observed) (Active/inactive) (Winner/Loser) THEME Screen shots Control: Test: Screen shots
  12. 12. @ChristiJOlson#SMX #13BTemplates for Landing Page Tear Down observation: hypothesis: THEME Test: Screen shots Hand drawn picture Wire FRAME
  13. 13. @ChristiJOlson#SMX #13BTheme: Streamlined quote process Competitor: Observation: Status: PODs PODs are testing a streamlined single page “Get A Quote” form. Observed on 9/25, Active Variant: Control: CHECK AVAILABILITY
  14. 14. @ChristiJOlson#SMX #13BTheme: Streamlined quote process Observation: Hypothesis: As a consumer I want to be able to get an accurate quote quickly. I do not want to go through multiple screens of data entry to get a quote. Current Process: By moving from a multiple step quote process to a single step process we should decrease funnel drop off by x%. This would net Yincremental leads per month. Test Example:
  15. 15. @ChristiJOlson#SMX #13B4 Tips for landing page Teardowns and competitive intelligence 1.Select a few relevant competitors 2.Understand YOUR & their value proposition 3.Decide What elements and at stage of the funnel TO TEST 4.Develop user focused Scenarios Go forth and document / test!
  16. 16. @ChristiJOlson#SMX #13BtIP1: Size your “Universe” Start with researching a few core competitors and expand as bandwidth allows
  17. 17. @ChristiJOlson#SMX #13BUse Auction insightsCompare who you think your competitors are to who you are competing with in the auctionAccount Level = All Selected = Campaigns highlighted
  18. 18. @ChristiJOlson#SMX #13BTip 2: Know your Value Proposition A B C D ValueProp Trusted 40K Users Daily Global 1B Global Users Easiest/Fastest Most Secure Trial Period 14 Day 14 Day 5 docsfree 30Day Price $10/month $14.95/month $14/month $15/month LandingPage Sign-Up Form Sign-Up Form Sign-Up Form Home Page Landing Page
  19. 19. @ChristiJOlson#SMX #13BTest variations of design
  20. 20. @ChristiJOlson#SMX #13Btip 3: Decide where to OptimizeLocation within the Purchase funnel or elements on page? awarenessconsiderationevaluationPurchaseRepeat! HomepageCategory PageSearch Results PageProduct PageCheck out
  21. 21. @ChristiJOlson#SMX #13BConversion Rate optimization (CRO) Caveat: This varies by industry +5% cvr Home PageCat pageSearch ResultsProduct pageCheck out For one client, we saw a 5% lift in cvr BY DIRECTING TRAFFIC TO A SEARCH RESULTS PAGE WITH THE SEARCHED PRODUCT CALLED OUT AT THE TOP OF THE serp
  22. 22. @ChristiJOlson#SMX #13BWhich on-page elements to focus on Header & navigation ROTATING CAROSOL Content OFFERS & TARGETED ADS Footer & navigation Product placement
  23. 23. @ChristiJOlson#SMX #13BStart simple -Work your way to complex tests Sole society ZAPPOS Observation: Hypothesis: As a price sensitive consumer I want to be able to see the discount clearly called out on the website. By calling out the before and after sale price with the discount percentage we should see a x% increase in conversion.
  24. 24. @ChristiJOlson#SMX #13BDon’t get lost in the level of sophistication of tests Basic Sophisticated
  25. 25. @ChristiJOlson#SMX #13BMulti-channel & device optimization One or Many Marketing Channels One or Many Devices Start by monitoring one channel and one device
  26. 26. @ChristiJOlson#SMX #13BDon’t become a INSIGHTS islandEncourage others to tear down competitive sites
  27. 27. @ChristiJOlson#SMX #13BTeardown competition •Engage members outside of your org •Engineering •Product •Marketing •Finance •Bring 3-4 examples of competitor lps •Develop themes •Have A team competition
  28. 28. @ChristiJOlson#SMX #13B Observe Test LearnMake ‘Test & learn’ part of your dna
  29. 29. @ChristiJOlson#SMX #13BTHANK YOU! Questions? CONTACT ME: CHRISTIO@POINTIT.COM @CHRISTIJOLSON

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