Advanced Optimization for Landing Pages
Moderator: Olivier Chaine, CEO, magnify360 Panelists: Trevor Claiborne , Product Marketing Manager, Google Lisa Crossley H...
 
Formula for Online Success ’ 97 Build a Brochure Site ’ 99 Build a ‘Pretty’ Site ’ 01 Success? What’s That? ’ 03 A/B Testi...
I’m Not a Click….. I am  bi-lingual a world traveler a blogger an early-adopter I am  a small business owner a huge sports...
Profile Driven Insight Findings: Copy heavy pages perform better after hours, while concise pages perform better during bu...
Customers Think Differently LOGICAL EMOTIONAL COMPETITIVE SLOW SPONTANEOUS METHODICAL HUMANISTIC FAST
Performance By Profile Early Adopter
Designing for the Customer Why are they here TODAY? How do they THINK? How do they BUY / STICK? What kind of DIALOG is bes...
Test Everything
Faster Optimization   = Higher Margins,  Competitive Advantage
Thank You <ul><li>Olivier Chaine </li></ul><ul><li>CEO </li></ul><ul><li>[email_address] </li></ul><ul><li>www.magnify360....
Website Optimizer & LPO Strategies Trevor Claiborne   Product Marketing Manager Google Website Optimizer
What is Website Optimizer? <ul><li>Website Optimizer is a free tool for </li></ul><ul><li>A/B Testing </li></ul><ul><li>& ...
A/B Testing A B Vs.
MerchantWarehouse – Version A
MerchantWarehouse – Version B 15% increase in conversions
Multivariate Testing Headline Image Buy now Product description Better Headline Free Trial Alternate description
 
50% increase in conversions
Best Practices <ul><li>Start Now </li></ul>
<ul><li>What do they do They sell nerdy t-shirts </li></ul><ul><li>What’s their site www.nerdyshirts.com </li></ul>Start Now
Start Now Took 20 minutes to set up Took 1 week to collect data 7% increase in conversions Ran their first test Vs.
Best Practices <ul><li>Start Now </li></ul><ul><li>Test Often </li></ul>
Test Often Time Conversion Rate Your current conversion rate Conversions  without testing 7% increase 13% increase 12% inc...
Advanced Testing Tactics <ul><li>Multi-page Multivariate </li></ul><ul><li>The “Don’t Bounce” Test </li></ul>
Multipage Multivariate Section Script Test Page Tracking Script Section Script Section Script Conversion Script Conversion...
Multipage Multivariate SS Test Page Tracking Script Control Script Section Script CS Conv.  Page TS SS TS Page 2 Page 3
The “Don’t Bounce” Test Conversion Script Conversion Page Test Page Tracking Script Control Script
The “Don’t Bounce” Test CS Test Page Tracking Script Control Script CS CS
Coming Soon: The Techie Guide <ul><li>Detailed overview of the GWO scripts and code In-depth look at experimenting with dy...
<ul><li>www.google.com/WebsiteOptimizer </li></ul><ul><ul><li>Best practices and case studies </li></ul></ul><ul><ul><li>W...
Beth Kirsch   VP, Marketing and Business Development, uAmplify 
Advertiser Perspective <ul><li>Largest lever for the your business in the affiliate channel is your landing page conversio...
Audible Case Study <ul><li>Increased EPC directly related to landing page optimization.  The chart above was a just not 25...
Search and Affiliate LPO Lisa Crossley Hunter Senior Director, CJ Search
<ul><li>Competition </li></ul><ul><ul><li>Share Search Channels (SEO, PPC, Feeds) </li></ul></ul><ul><ul><ul><li>Trademark...
<ul><li>Cooperation </li></ul><ul><ul><li>Ad Copy </li></ul></ul><ul><ul><ul><li>Things to think about… </li></ul></ul></u...
<ul><li>Cooperation </li></ul><ul><ul><li>Trademark </li></ul></ul><ul><ul><ul><li>Things to think about… </li></ul></ul><...
Separate LPO for Different Channels <ul><li>Optimized 3 Product Lines:  </li></ul><ul><li>Shared Hosting  |  Dedicated Hos...
Separate LPO for Different Channels Affiliate Channel Optimized 2 Product Lines:  Shared Hosting  |  Dedicated Hosting Cam...
Question & Answer
Thank You <ul><li>Olivier Chaine </li></ul><ul><li>CEO, magnify360 </li></ul><ul><li>[email_address] </li></ul><ul><li>+1....
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Advanced Optimization For Landing Pages

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Learn how to optimize your landing pages and increase conversion rates by 50-500% using simple techniques and technologies. Get that competitive edge by increasing margins and return on marketing spend.

Published in: Business, Technology, Design

Advanced Optimization For Landing Pages

  1. 1. Advanced Optimization for Landing Pages
  2. 2. Moderator: Olivier Chaine, CEO, magnify360 Panelists: Trevor Claiborne , Product Marketing Manager, Google Lisa Crossley Hunter , Senior Director CJ Search, Commission Junction Beth Kirsch , VP, Marketing and Business Development, uAmplify 
  3. 4. Formula for Online Success ’ 97 Build a Brochure Site ’ 99 Build a ‘Pretty’ Site ’ 01 Success? What’s That? ’ 03 A/B Testing ’ 05 Advertise on Google ’ 07 Optimize Media Budgets 2009 Conversion Optimization
  4. 5. I’m Not a Click….. I am bi-lingual a world traveler a blogger an early-adopter I am a small business owner a huge sports fan not a computer person very organized I am a grandfather a Fortune 500 Exec always mobile decisive I am a film buff a trend setter high-maintenance so, like, L.A.
  5. 6. Profile Driven Insight Findings: Copy heavy pages perform better after hours, while concise pages perform better during business hours. Top Performing Time Profiles: Weekday, Morning, Afternoon Top Performing Time Profiles: Weekend, Insomniac
  6. 7. Customers Think Differently LOGICAL EMOTIONAL COMPETITIVE SLOW SPONTANEOUS METHODICAL HUMANISTIC FAST
  7. 8. Performance By Profile Early Adopter
  8. 9. Designing for the Customer Why are they here TODAY? How do they THINK? How do they BUY / STICK? What kind of DIALOG is best? 1 2 3 4
  9. 10. Test Everything
  10. 11. Faster Optimization = Higher Margins, Competitive Advantage
  11. 12. Thank You <ul><li>Olivier Chaine </li></ul><ul><li>CEO </li></ul><ul><li>[email_address] </li></ul><ul><li>www.magnify360.com/lpa </li></ul>The Only Optimization Technology with Predictive DNA™
  12. 13. Website Optimizer & LPO Strategies Trevor Claiborne Product Marketing Manager Google Website Optimizer
  13. 14. What is Website Optimizer? <ul><li>Website Optimizer is a free tool for </li></ul><ul><li>A/B Testing </li></ul><ul><li>& </li></ul><ul><li>Multivariate Testing </li></ul>
  14. 15. A/B Testing A B Vs.
  15. 16. MerchantWarehouse – Version A
  16. 17. MerchantWarehouse – Version B 15% increase in conversions
  17. 18. Multivariate Testing Headline Image Buy now Product description Better Headline Free Trial Alternate description
  18. 20. 50% increase in conversions
  19. 21. Best Practices <ul><li>Start Now </li></ul>
  20. 22. <ul><li>What do they do They sell nerdy t-shirts </li></ul><ul><li>What’s their site www.nerdyshirts.com </li></ul>Start Now
  21. 23. Start Now Took 20 minutes to set up Took 1 week to collect data 7% increase in conversions Ran their first test Vs.
  22. 24. Best Practices <ul><li>Start Now </li></ul><ul><li>Test Often </li></ul>
  23. 25. Test Often Time Conversion Rate Your current conversion rate Conversions without testing 7% increase 13% increase 12% increase 19% increase Conversions After Testing 61% increase
  24. 26. Advanced Testing Tactics <ul><li>Multi-page Multivariate </li></ul><ul><li>The “Don’t Bounce” Test </li></ul>
  25. 27. Multipage Multivariate Section Script Test Page Tracking Script Section Script Section Script Conversion Script Conversion Page
  26. 28. Multipage Multivariate SS Test Page Tracking Script Control Script Section Script CS Conv. Page TS SS TS Page 2 Page 3
  27. 29. The “Don’t Bounce” Test Conversion Script Conversion Page Test Page Tracking Script Control Script
  28. 30. The “Don’t Bounce” Test CS Test Page Tracking Script Control Script CS CS
  29. 31. Coming Soon: The Techie Guide <ul><li>Detailed overview of the GWO scripts and code In-depth look at experimenting with dynamic content More advanced testing strategies </li></ul><ul><li>Watch for it at the GWO blog: websiteoptimizer.blogspot.com </li></ul>
  30. 32. <ul><li>www.google.com/WebsiteOptimizer </li></ul><ul><ul><li>Best practices and case studies </li></ul></ul><ul><ul><li>Website Optimizer Authorized Consultants </li></ul></ul><ul><ul><li>Blog – websiteoptimizer.blogspot.com </li></ul></ul><ul><ul><li>Forums </li></ul></ul>More resources
  31. 33. Beth Kirsch VP, Marketing and Business Development, uAmplify 
  32. 34. Advertiser Perspective <ul><li>Largest lever for the your business in the affiliate channel is your landing page conversion </li></ul><ul><ul><li>Lowermybills dominated the affiliate marketplace, because of conversion rates, not payouts </li></ul></ul><ul><li>As an advertiser, you need to test your landing pages by channel and even your verticals in the affiliate channel </li></ul>
  33. 35. Audible Case Study <ul><li>Increased EPC directly related to landing page optimization. The chart above was a just not 25% increase in conversion, but also in affiliate payout without an increase in commissions </li></ul><ul><li>We tested landing pages by channel, traffic partner, and affiliate vertical </li></ul><ul><ul><li>Search affiliates got search landing pages and this increased their conversation rate by ~20% even once we had optimized for the channel </li></ul></ul><ul><ul><li>Other verticals got different pages </li></ul></ul><ul><li>Note: It’s also about product working on conjunction with your landing page </li></ul>
  34. 36. Search and Affiliate LPO Lisa Crossley Hunter Senior Director, CJ Search
  35. 37. <ul><li>Competition </li></ul><ul><ul><li>Share Search Channels (SEO, PPC, Feeds) </li></ul></ul><ul><ul><ul><li>Trademark Bidding </li></ul></ul></ul><ul><ul><ul><li>Display URL usage </li></ul></ul></ul><ul><ul><ul><li>Ad Copy </li></ul></ul></ul><ul><ul><ul><li>Natural Listings </li></ul></ul></ul><ul><ul><ul><li>Higher CPCs </li></ul></ul></ul><ul><ul><ul><li>Higher overall Cost per Acquisition (CPA) </li></ul></ul></ul><ul><ul><ul><li>Channel Conflict </li></ul></ul></ul>Affiliate & Search – Competition or Cooperation?
  36. 38. <ul><li>Cooperation </li></ul><ul><ul><li>Ad Copy </li></ul></ul><ul><ul><ul><li>Things to think about… </li></ul></ul></ul><ul><ul><ul><ul><li>Define what can and cannot be used in ad copy (discount vs. cheap) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Be explicit about the use of the brand </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Outline how often promotions change so publishers understand the level of effort required to keep up with ‘outdated’ copy </li></ul></ul></ul></ul><ul><ul><li>Natural Listings </li></ul></ul><ul><ul><ul><li>If your publisher(s) have better optimized sites, look at your own SEO efforts… </li></ul></ul></ul>Affiliate & Search – Competition or Cooperation?
  37. 39. <ul><li>Cooperation </li></ul><ul><ul><li>Trademark </li></ul></ul><ul><ul><ul><li>Things to think about… </li></ul></ul></ul><ul><ul><ul><ul><li>Are your competitors bidding on them? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Do you need coverage in off hours based on budget limitations </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Do you have high performing publishers that leverage your brand well? </li></ul></ul></ul></ul><ul><ul><li>Display URL Usage </li></ul></ul><ul><ul><ul><li>Things to think about… </li></ul></ul></ul><ul><ul><ul><ul><li>Are there keywords your publishers have better landing pages for? </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Higher level view of Landing Page Optimization - who has better pages? Advertiser or Publisher? Optimize from there </li></ul></ul></ul></ul>Affiliate & Search – Competition or Cooperation?
  38. 40. Separate LPO for Different Channels <ul><li>Optimized 3 Product Lines: </li></ul><ul><li>Shared Hosting | Dedicated Hosting | Email </li></ul><ul><li>Campaign Performance: Conversion Rate Lift: 67% </li></ul>Paid Search Channel Control Page Optimized Shared Hosting Page
  39. 41. Separate LPO for Different Channels Affiliate Channel Optimized 2 Product Lines: Shared Hosting | Dedicated Hosting Campaign Performance: Conversion Rate Lift: 454% Control Page Optimized Shared Hosting Page
  40. 42. Question & Answer
  41. 43. Thank You <ul><li>Olivier Chaine </li></ul><ul><li>CEO, magnify360 </li></ul><ul><li>[email_address] </li></ul><ul><li>+1.310.910.9747 </li></ul>Lisa Crossley Hunter Senior Director, CJ Search [email_address] +1.508.480.4013 Trevor Claiborne Product Marketing Manager, Google [email_address] +1.650.253.0864 Beth Kirsch VP Marketing and Business Dev, UAmplify [email_address]

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