Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Landing Page Testing to Attract Super Affiliates   Tim Ash President & CEO  SiteTuners.com
Overview <ul><li>The mind of the super affiliate </li></ul><ul><li>Landing page testing basics </li></ul><ul><li>Case stud...
The Mind of the  Super Affiliate
Super Affiliates are … <ul><li>Mercenary </li></ul><ul><ul><li>Work for themselves, always looking for best opportunity </...
Top-10 Ways to Attract Super Affiliates <ul><li>#10 – Join an affiliate network </li></ul><ul><li>#9  – Offer better payou...
Impact of Improved Conversion Rate <ul><li>BEFORE Payout - $1.25 Cost - $1.00 Profit - $0.25 </li></ul><ul><li>A 20% incre...
Landing Page Testing Basics
What is Landing Page Testing? <ul><li>Online Marketing Activities </li></ul><ul><ul><li>Acquisition  – Get people to your ...
Why should you care? <ul><li>You have neglected your landing pages </li></ul><ul><li>Your conversion rate is too low </li>...
Who should design your site? I.T. Marketing Ad Agency Your  Boss Webmaster
None of the above… The Customer Is Always Right ! I.T. Marketing Ad Agency Your  Boss Webmaster YOUR WEBSITE VISITORS
Case Studies
Case Study - RealAge.com <ul><li>Conversion action: Completion of free RealAge Test registration </li></ul><ul><li>Test Si...
Before After
Results - RealAge <ul><li>40% lift in conversion rate </li></ul><ul><li>$3,285,000 annual profit improvement </li></ul>
Case Study – Uniblue Registry Booster <ul><li>Conversion Action: Free software download </li></ul><ul><li>Extensive previo...
Before After
Results - Uniblue Registry Booster <ul><li>24% increase in conversion </li></ul><ul><li>CR improved from 30.3% to 37.7% </...
Case Study - PowerOptions ® <ul><li>Conversion action: Free 2-week trial sign-up </li></ul><ul><li>Tuning Method: A-B Spli...
Before After
Results - PowerOptions ® <ul><li>75% increase in post-trial sales </li></ul><ul><li>$200,000 annual profit improvement </l...
Picking A Tuning Method
How do you tune? <ul><li>Key Considerations: </li></ul><ul><li>Size of Test  (total number of unique “recipes”) </li></ul>...
Example Size of Test Calculation <ul><li>Page Header  x 3 </li></ul><ul><li>Navigation Bar x 2 </li></ul><ul><li>Headline ...
“ Ferraris are Really Fast” Positive interaction between headline and picture Interaction Example  (1of 3)
“ Ferraris are Really Fast” Negative interaction between headline and picture Interaction Example  (2 of 3)
“ Volvos Are Really Safe” Positive interaction between headline and picture Interaction Example  (3 of 3)
Interactions are Very Important <ul><li>Best setting for variable depends on its context </li></ul><ul><li>Interactions ex...
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...
Parametric Multivariate Testing <ul><li>A.K.A. “Design of Experiments” & “Taguchi Method” </li></ul><ul><li>Tests several ...
Non-parametric Tuning <ul><li>Proprietary math for Internet marketing </li></ul><ul><li>Designed for large-scale tests </l...
Avoiding The Pitfalls
#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>...
Before
After
#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 l...
Awareness Squandered…   146 clickable links!
…  Focus on Visitor’s Goals
#3 - Lack of Upstream Ad Continuity <ul><li>Does your landing page keep the promise  </li></ul><ul><li>that your ad makes?...
 
<ul><li>Title matches search term </li></ul><ul><li>Promise of relevant expert reviews </li></ul>
Relevant title & content Roadblock – must pay money NO direct access  to promised info.
#4 – Visual Distractions <ul><li>Where am I supposed to look? </li></ul><ul><li>Common issues: </li></ul><ul><li>Visual as...
 
 
#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...
 
 
#6 – Long Forms <ul><li>Is the information you are asking for  absolutely necessary  to complete the  current transaction ...
Before
After <ul><li>51% higher conversion </li></ul><ul><li>$48,000,000/yr more revenue </li></ul>
#7 - Ineffective Risk Reducers & Trust Indicators <ul><li>Why should I trust you?  Do I feel safe? </li></ul><ul><li>Commo...
Example - Unhelpful Risk Reducers
Example - Helpful Risk Reducers
Example – Trust Indicators
Example – Trust Indicators
Summary <ul><li>The mind of the super affiliate </li></ul><ul><li>Landing page testing basics </li></ul><ul><li>Case studi...
Q&A & Additional Resources <ul><li>“ How to Attract Super Affiliates” Whitepaper  http:// SiteTuners.com/downloads.html   ...
Upcoming SlideShare
Loading in …5
×

Landing Page Testing To Increase Conversions

15,908 views

Published on

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
  • ⇒ www.WritePaper.info ⇐ This service will write as best as they can. So you do not need to waste the time on rewritings.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • D0WNL0AD FULL ▶ ▶ ▶ ▶ http://1lite.top/07YWf ◀ ◀ ◀ ◀
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy &amp; Proven Way to Build Good Habits &amp; Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • accessibility Books Library allowing access to top content, including thousands of title from favorite author, plus the ability to read or download a huge selection of books for your pc or smartphone within minutes.........ACCESS WEBSITE Over for All Ebooks ..... (Unlimited) ......................................................................................................................... Download FULL PDF EBOOK here { http://bit.ly/2m6jJ5M } .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Landing Page Testing To Increase Conversions

  1. 1. Landing Page Testing to Attract Super Affiliates Tim Ash President & CEO SiteTuners.com
  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 - RealAge.com <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:// SiteTuners.com/downloads.html </li></ul><ul><li>Landing Page Optimization Book http://LandingPageOptimizationBook.com </li></ul>

×