Landing Page Testing To Increase Conversions


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Landing Page Testing can lead to double digit conversion rate gains. Learn how to test your pages to improve conversion, and attract super affiliates without changing your payout structure.

Published in: Business, Technology, Design

Landing Page Testing To Increase Conversions

  1. 1. Landing Page Testing to Attract Super Affiliates Tim Ash President & CEO
  2. 2. Overview <ul><li>The mind of the super affiliate </li></ul><ul><li>Landing page testing basics </li></ul><ul><li>Case studies </li></ul><ul><li>Picking a testing method </li></ul><ul><li>Pitfalls to avoid </li></ul><ul><li>Q&A </li></ul>
  3. 3. The Mind of the Super Affiliate
  4. 4. Super Affiliates are … <ul><li>Mercenary </li></ul><ul><ul><li>Work for themselves, always looking for best opportunity </li></ul></ul><ul><li>Busy </li></ul><ul><ul><li>Always testing new programs, will quickly cut their losses </li></ul></ul><ul><li>Greedy </li></ul><ul><ul><li>Bombarded with offers, picky about testing new programs, expect better than “rack rate” deals </li></ul></ul><ul><li>Lazy </li></ul><ul><ul><li>Want to minimize up-front and ongoing work, do not want changes or surprises </li></ul></ul>
  5. 5. Top-10 Ways to Attract Super Affiliates <ul><li>#10 – Join an affiliate network </li></ul><ul><li>#9 – Offer better payouts </li></ul><ul><li>#8 – Pay up </li></ul><ul><li>#7 – Allow bidding on your brand </li></ul><ul><li>#6 – Don’t be “high maintenance” </li></ul><ul><li>#5 – Don’t change the rules of the game </li></ul><ul><li>#4 – Share sensitive information </li></ul><ul><li>#3 – Listen to suggestions </li></ul><ul><li>#2 – Go the extra mile </li></ul><ul><li>#1 – Fix your conversion rate </li></ul>
  6. 6. Impact of Improved Conversion Rate <ul><li>BEFORE Payout - $1.25 Cost - $1.00 Profit - $0.25 </li></ul><ul><li>A 20% increase in conversion rate… </li></ul><ul><li>AFTER Payout - $1.50 ($1.25 x 120%) Cost - $1.00 </li></ul><ul><li>Profit - $0.50 </li></ul><ul><li>… will DOUBLE the super affiliate’s profits! </li></ul>
  7. 7. Landing Page Testing Basics
  8. 8. What is Landing Page Testing? <ul><li>Online Marketing Activities </li></ul><ul><ul><li>Acquisition – Get people to your site </li></ul></ul><ul><ul><li>Conversion – Persuade them to take desired action </li></ul></ul><ul><ul><li>Retention – Increase lifetime value of relationship </li></ul></ul><ul><li>Conversion Rate </li></ul><ul><ul><li>Percentage of visitors who take desired action </li></ul></ul><ul><li>Landing Page Testing </li></ul><ul><ul><li>Improving conversion rate by testing website changes </li></ul></ul>
  9. 9. Why should you care? <ul><li>You have neglected your landing pages </li></ul><ul><li>Your conversion rate is too low </li></ul><ul><li>This is driving away super affiliates </li></ul>
  10. 10. Who should design your site? I.T. Marketing Ad Agency Your Boss Webmaster
  11. 11. None of the above… The Customer Is Always Right ! I.T. Marketing Ad Agency Your Boss Webmaster YOUR WEBSITE VISITORS
  12. 12. Case Studies
  13. 13. Case Study - <ul><li>Conversion action: Completion of free RealAge Test registration </li></ul><ul><li>Test Size: 552,960 unique “recipes” </li></ul>
  14. 14. Before After
  15. 15. Results - RealAge <ul><li>40% lift in conversion rate </li></ul><ul><li>$3,285,000 annual profit improvement </li></ul>
  16. 16. Case Study – Uniblue Registry Booster <ul><li>Conversion Action: Free software download </li></ul><ul><li>Extensive previous page testing by client </li></ul><ul><li>Test Size: 3,110,400 unique “recipes” </li></ul>
  17. 17. Before After
  18. 18. Results - Uniblue Registry Booster <ul><li>24% increase in conversion </li></ul><ul><li>CR improved from 30.3% to 37.7% </li></ul><ul><li>$182,000 annual profit improvement </li></ul>
  19. 19. Case Study - PowerOptions ® <ul><li>Conversion action: Free 2-week trial sign-up </li></ul><ul><li>Tuning Method: A-B Split Testing </li></ul><ul><li>Test Size: 3 unique “recipes” </li></ul>
  20. 20. Before After
  21. 21. Results - PowerOptions ® <ul><li>75% increase in post-trial sales </li></ul><ul><li>$200,000 annual profit improvement </li></ul>
  22. 22. Picking A Tuning Method
  23. 23. How do you tune? <ul><li>Key Considerations: </li></ul><ul><li>Size of Test (total number of unique “recipes”) </li></ul><ul><li>Need to consider variable interactions </li></ul>
  24. 24. Example Size of Test Calculation <ul><li>Page Header x 3 </li></ul><ul><li>Navigation Bar x 2 </li></ul><ul><li>Headline x 5 </li></ul><ul><li>Call to Action x 4 </li></ul><ul><li>Photo x 4 </li></ul><ul><li>Sales Copy x 4 </li></ul><ul><li>Endorsements x 2 </li></ul><ul><li>Question Labels x 2 </li></ul><ul><li>Question Delimiter x 3 </li></ul><ul><li>Question Explanations x 2 </li></ul><ul><li>Button Text x 3 </li></ul><ul><li>Button Format x 4 </li></ul><ul><li>12 Variables , 38 different values </li></ul><ul><li>552,960 unique “recipes” </li></ul>
  25. 25. “ Ferraris are Really Fast” Positive interaction between headline and picture Interaction Example (1of 3)
  26. 26. “ Ferraris are Really Fast” Negative interaction between headline and picture Interaction Example (2 of 3)
  27. 27. “ Volvos Are Really Safe” Positive interaction between headline and picture Interaction Example (3 of 3)
  28. 28. Interactions are Very Important <ul><li>Best setting for variable depends on its context </li></ul><ul><li>Interactions exist & can be very strong </li></ul><ul><li>Ignoring interactions will lead to suboptimal results </li></ul><ul><li>A/B Splits & Parametric Multivariate testing assume that there are no interactions </li></ul>
  29. 29. A-B Split Testing <ul><li>Test one variable at a time (with 2 or more values) </li></ul><ul><li>Send equal traffic to all versions </li></ul><ul><li>Very simple to implement & track </li></ul><ul><li>Minimum Data Rate: </li></ul><ul><li>10 conversions / day </li></ul><ul><li>Typical Test Size: </li></ul><ul><li>1-10 recipes </li></ul>
  30. 30. Parametric Multivariate Testing <ul><li>A.K.A. “Design of Experiments” & “Taguchi Method” </li></ul><ul><li>Tests several variables at the same time </li></ul><ul><li>Ignores variable interactions </li></ul><ul><li>Minimum Data Rate: </li></ul><ul><li>50 conversions / day </li></ul><ul><li>Typical Test Size: </li></ul><ul><li>10-100 recipes </li></ul>
  31. 31. Non-parametric Tuning <ul><li>Proprietary math for Internet marketing </li></ul><ul><li>Designed for large-scale tests </li></ul><ul><li>Takes variable interactions into account </li></ul><ul><li>Minimum Data Rate: </li></ul><ul><li>100 conversions / day </li></ul><ul><li>Typical Test Size: </li></ul><ul><li>1,000,000+ recipes </li></ul>
  32. 32. Avoiding The Pitfalls
  33. 33. #1 - Unclear Call-to-action <ul><li>What am I supposed to do on this page? </li></ul><ul><li>Common issues: </li></ul><ul><li>Spend precious time deciding what to do </li></ul><ul><li>Get confused and frustrated </li></ul>
  34. 34. Before
  35. 35. After
  36. 36. #2 - Too Many Choices <ul><li>What am I supposed to do first? </li></ul><ul><li>Common issues: </li></ul><ul><li>Takes a long time to find information </li></ul><ul><li>May not make the right choice </li></ul><ul><li>Overwhelms visitor </li></ul>
  37. 37. Awareness Squandered… 146 clickable links!
  38. 38. … Focus on Visitor’s Goals
  39. 39. #3 - Lack of Upstream Ad Continuity <ul><li>Does your landing page keep the promise </li></ul><ul><li>that your ad makes? </li></ul><ul><li>Common issues: </li></ul><ul><li>Page title does not match user intent </li></ul><ul><li>No access to the info promised </li></ul><ul><li>Difficult to find ad-related content on page </li></ul>
  40. 41. <ul><li>Title matches search term </li></ul><ul><li>Promise of relevant expert reviews </li></ul>
  41. 42. Relevant title & content Roadblock – must pay money NO direct access to promised info.
  42. 43. #4 – Visual Distractions <ul><li>Where am I supposed to look? </li></ul><ul><li>Common issues: </li></ul><ul><li>Visual assault is extremely annoying </li></ul><ul><li>“ Gratuitous graphics” unrelated to product/service </li></ul><ul><li>No clear separation of content and navigation </li></ul><ul><li>Time wasted on looking at the wrong stuff </li></ul>
  43. 46. #5 – Too Much Text <ul><li>Do you really expect me to read all of this? </li></ul><ul><li>Common issues: </li></ul><ul><li>No much text in paragraph style </li></ul><ul><li>No clear hierarchy or flow </li></ul><ul><li>Inappropriate level of detail for a landing page </li></ul>
  44. 49. #6 – Long Forms <ul><li>Is the information you are asking for absolutely necessary to complete the current transaction ? </li></ul><ul><li>Common Issues: </li></ul><ul><li>Unnecessary fields </li></ul><ul><li>Info not needed until later </li></ul><ul><li>Requires supporting info that is not available </li></ul>
  45. 50. Before
  46. 51. After <ul><li>51% higher conversion </li></ul><ul><li>$48,000,000/yr more revenue </li></ul>
  47. 52. #7 - Ineffective Risk Reducers & Trust Indicators <ul><li>Why should I trust you? Do I feel safe? </li></ul><ul><li>Common issues: </li></ul><ul><li>Trust symbols are “below the fold” </li></ul><ul><li>Lack of endorsements (client/media logos) </li></ul>
  48. 53. Example - Unhelpful Risk Reducers
  49. 54. Example - Helpful Risk Reducers
  50. 55. Example – Trust Indicators
  51. 56. Example – Trust Indicators
  52. 57. Summary <ul><li>The mind of the super affiliate </li></ul><ul><li>Landing page testing basics </li></ul><ul><li>Case studies </li></ul><ul><li>Picking a testing method </li></ul><ul><li>Pitfalls to avoid </li></ul><ul><li>Q&A </li></ul>
  53. 58. Q&A & Additional Resources <ul><li>“ How to Attract Super Affiliates” Whitepaper http:// </li></ul><ul><li>Landing Page Optimization Book </li></ul>