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Turbo Charge Your Landing Pages with Best Practices

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This presentation is from Affiliate Summit East 2016 (July 31-August 2, 2016 in New York City, NY). Session description: Landing page optimization can fuel your marketing ROI and ramp you bottom. Four experts in the field discuss approaches, available technologies, myths and best practices.

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Turbo Charge Your Landing Pages with Best Practices

  1. 1. Landing Page Optimization: 6 common traits of a template that works by Jon Tackett on the Marketing Experiments blog
  2. 2. Landing Page Optimization: 6 common traits of a template that works by Jon Tackett on the Marketing Experiments blog
  3. 3. Landing Page Optimization: 6 common traits of a template that works by Jon Tackett on the Marketing Experiments blog
  4. 4. How landing page optimization impacts affiliate programs • Landing pages are a key lever in monetization for the both the advertiser and the publisher • Audible, an audiobook company owned by Amazon, experienced a 25% increase in conversions as well as affiliate payouts as a result of A/B testing (and the increase in payouts didn’t involve an increase in commission rates).
  5. 5. What to test: clear headline and sub- headline Landing Page Optimization: 6 common traits of a template that works by Jon Tackett on the Marketing Experiments blog
  6. 6. What to test: Hero shot Landing Page Optimization: 6 common traits of a template that works by Jon Tackett on the Marketing Experiments blog
  7. 7. What to test: Supporting information Landing Page Optimization: 6 common traits of a template that works by Jon Tackett on the Marketing Experiments blog
  8. 8. What to test: Easy to scan Landing Page Optimization: 6 common traits of a template that works by Jon Tackett on the Marketing Experiments blog
  9. 9. What to test: Call to Action Buttons copy matters Creative Sample from Web Optimization Summit 2014 Wrap-up Article Landing Page Optimization: 6 common traits of a template that works by Jon Tackett on the Marketing Experiments blog
  10. 10. Copy changes win!
  11. 11. Two points to note Trust Logos No Navigation Bar
  12. 12. And Really One More: mobile matters Make sure to optimize for mobile too
  13. 13. AdvancedTips: form left and form right Experiment Engine– experimentengine.com
  14. 14. AdvancedTips: Break the form up Experiment Engine– experimentengine.com After the left/right test, another 15% lift was gained in breaking up the form
  15. 15. AdvancedTips: Little changes drive lift Experiment Engine– experimentengine.com
  16. 16. If you are able to double website conversion through testing, what is the CPA of those additional sales? $0 Advanced Tip
  17. 17. Segment Department Brand Source Type Device 1 Paid Search Lexington Law Google Brand Mobile 2 Paid Search Lexington Law Google Brand Desktop 3 Paid Search Lexington Law Google Non-Brand Mobile 4 Paid Search Lexington Law Google Non-Brand Desktop 5 Paid Search Lexington Law Bing Brand Mobile 6 Paid Search Lexington Law Bing Brand Desktop 7 Paid Search Lexington Law Bing Non-Brand Mobile 8 Paid Search Lexington Law Bing Non-Brand Desktop 9 Paid Search Lexington Law Yahoo Brand Mobile 10 Paid Search Lexington Law Yahoo Brand Desktop 11 Paid Search Lexington Law Yahoo Non-Brand Mobile 12 Paid Search Lexington Law Yahoo Non-Brand Desktop 13 Paid Search CreditRepair Google Brand Mobile 14 Paid Search CreditRepair Google Brand Desktop 15 Paid Search CreditRepair Google Non-Brand Mobile 16 Paid Search CreditRepair Google Non-Brand Desktop 17 Paid Search CreditRepair Bing Brand Mobile 18 Paid Search CreditRepair Bing Brand Desktop 19 Paid Search CreditRepair Bing Non-Brand Mobile 20 Paid Search CreditRepair Bing Non-Brand Desktop 21 Paid Search CreditRepair Yahoo Brand Mobile 22 Paid Search CreditRepair Yahoo Brand Desktop 23 Paid Search CreditRepair Yahoo Non-Brand Mobile 24 Paid Search CreditRepair Yahoo Non-Brand Desktop 25 Natural Search Lexington Law google.com Mobile 26 Natural Search Lexington Law google.com Desktop 27 Natural Search Lexington Law bing.com Mobile 28 Natural Search Lexington Law bing.com Desktop 29 Natural Search Lexington Law yahoo.com Mobile 30 Natural Search Lexington Law yahoo.com Desktop 31 Natural Search CreditRepair google.com Mobile 32 Natural Search CreditRepair google.com Desktop 33 Natural Search CreditRepair bing.com Mobile 34 Natural Search CreditRepair bing.com Desktop 35 Natural Search CreditRepair yahoo.com Mobile 36 Natural Search CreditRepair yahoo.com Desktop 37 Direct Lexington Law Mobile 38 Direct Lexington Law Desktop 39 Direct CreditRepair Mobile 40 Direct CreditRepair Desktop • Not all testing is Created Equal • Not all traffic acts the Same Advanced Tip
  18. 18. AdvancedTips: Drive Calls - Before
  19. 19. >< AdvancedTips: Drive Calls - After
  20. 20. 7/25/2016 19 Advanced Tip: Drive Calls Before
  21. 21. >< Advanced Tip: Drive Calls After
  22. 22. >< Advanced Tip: Lexington Law Site Wide Modal
  23. 23. Three things to remember ■ Test, test, test and test some more ■ Button copy can make a huge difference ■ Not every test will be a winner, some will lose, but just keep on testing

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