Landing page optimization


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A brief presentation of Landing Page Optimization using examples.

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  • Associative content targeting (also called rule-based optimization or passive targeting). The page content is modified based on information obtained about the visitor's search criteria, geographic information of source traffic, or other known generic parameters can be used for explicit non-research-based consumer segmentation.Predictive content targeting (also called active targeting). The page content is adjusted by correlating any known information about the visitor (e.g., prior purchase behavior, personal demographic information, browsing patterns, etc.) to anticipate (desired) future actions based on predictive analytics.Consumer directed targeting (also called social targeting). The page content is created using the relevance of publicly available information through a mechanism based on reviews, ratings, tagging, referrals, etc.
  • Look at your site metrics, and evaluate each channel of traffic (e.g., PPC, email, SEO, etc.) Do channel mapping to see what text and images you are using (i.e., if a visitor clicks an ad, be sure you are using that copy on your landing pages) Determine how each channel is impacting your conversion or customer experience Use the landing page that best matches the motivations of customers arriving via that channel Do not send visitors from PPC, banners or emails directly to your home page Make sure to connect them to the most relevant page for higher conversions Analyze order history Know what your customers looked at or ordered previously Design or build pages that are more relevant to that history to enhance their next visit Analyze your metrics to see what customers are most likely to buy Look at what products the customer is looking for Deliver relevant solutions on your landing page Survey your customers, and ask them about their shopping experience Do not simply guess what the landing page should be Inquire with your customers to see if they were able to find what they were looking for
  • Landing page optimization

    1. 1. 1<br />By Anurag Kumar<br />Landing Page Optimization <br />
    2. 2. Landing page optimization  (LPO)<br />Part of conversion optimization, also called Conversion Rate Optimization (CRO)<br />LPO aims to provide page content and appearance that makes the webpage more appealing to target audiences<br />With goal of improving the percentage of visitors to the website that become sales leads and customers<br />2<br />
    3. 3. Example of Landing Page Optimization<br />3<br />
    4. 4. Example of Landing Page Optimization<br />4<br />
    5. 5. LPO based on targeting<br />Associative content targeting <br />rule-based optimization or passive targeting<br />Search, geographical information, generic parameters<br />Explicit non-research based consumer segmentation<br />Predictive content targeting <br />active targeting<br />Prior purchase, demographic information, browsing pattern<br />Consumer directed targeting <br />social targeting<br />Reviews, rating, tagging, referrals<br />5<br />
    6. 6. Example of On-Site Behavioral Targeting<br />6<br />Before<br />After<br />
    7. 7. LPO based on experimentation<br />Closed-ended experimentation<br />Consumers are exposed to several variations of landing pages while their behavior is observed<br />At the conclusion of the experiment, an optimal page is selected based on the outcome of the experiment<br />Open-ended experimentation<br />Similar to Closed-ended experimentation<br />On-going<br />Landing page is adjusted dynamically as the experiment results change<br />7<br />
    8. 8. Experimentation-based landing page optimization<br />A/B Testing<br />testing of more than one version of a web page<br />usually uniquely created and stand alone<br />Multivariate Testing<br />Testing different modules/containers of a web page<br />Experience Testing<br />change the entire site experience of the visitor <br />8<br />
    9. 9. A/B Testing<br />9<br />
    10. 10. A/B Testing<br />Pro's of doing A/B Testing:<br />Cheapest way of doing testing since existing resources and tools are used<br />Con's of doing A/B Testing:<br />It is difficult to control all the external factors <br />hard to discern correlations between elements being tested<br />10<br />
    11. 11. Multivariate Testing<br />11<br />
    12. 12. Multivariate Testing<br />12<br />
    13. 13. Multivariate Testing<br />Existing Tools<br />Free:<br />Google Website Optimizer<br />Paid:<br />Offermatica, Optimost, and SiteSpect<br />Pro's of doing Multivariate Testing:<br />Application Service Provider (ASP) model<br />Easy to implement<br />It can be a continuous learning methodology<br />Con's of doing Multivariate Testing:<br />Need a clean pool of ideas that are sourced from known customer pain points or strategic business objectives. <br />Website experiences for most sites are complex multi page affairs. <br />Can only optimizing one page and cannot play a outsized role in final outcome, just the first step or two<br />13<br />
    14. 14. Experience Testing<br />Existing Tools<br />ATG, Blue Martini Software<br />Pro's of doing Experience Testing:<br />Ability to test on your customers in their native environment<br />Five to ten times more powerful results than any other methodology<br />Con's of doing Experience Testing:<br />Need a website platform that supports experience testing<br />It takes longer than the other two methodology<br />It takes more brain power<br />14<br />
    15. 15. Marketing Experiments Conversion Sequence<br />15<br />
    16. 16. What is Motivation? <br />When we refer to motivation (m), we are thinking of the following two components: <br />The nature of or reason(s) for the customer’s demand for the product <br />Why is the customer looking for the product or service? <br />The magnitude of the customer’s demand for the product <br />How intense is the customer’s desire for the product or service? <br />16<br />
    17. 17. 5 ways to gain insight on Motivation<br />Look at site metrics, and evaluate each channel of traffic (e.g., PPC, email, SEO, etc.) <br />Use the landing page that best matches the motivations of customers arriving via that channel <br />Analyze order history <br />Analyze your metrics to see what customers are most likely to buy <br />Survey your customers, and ask them about their shopping experience <br />17<br />
    18. 18. What is a Value Proposition? <br />Determining the (v) for your site requires the following: <br />You must differentiate your offer from competitors’ <br />You may match a competitor on every dimension of value except one <br />You need to excel at least one element of value <br />18<br />
    19. 19. 5 ways to improve Value Proposition <br />Headlines <br />make it clear why a customer should try your product or shop with you <br />Copywriting <br />analyze your content for potentially substantial conversion gains <br />Images <br />ensure they are communicating your value proposition; if not, remove them <br />Design <br />test layout, fonts, colors and aesthetics for location and effectiveness <br />Button text <br />include a clear value, as this is likely the last element a customer sees on a page <br />19<br />
    20. 20. What is Friction?<br />A psychological resistance to a given element in the sales process <br />Friction on a landing page can be broken down into length and difficulty of proceeding through the information<br />20<br />
    21. 21. Examples<br />Length Example: A form with 23 fields to complete. <br />To get more people to complete the process, only ask for the data you need. Quality over quantity. <br />Difficulty Example: A landing page with three columns of information and no clear way to proceed. <br />To make next steps clear, analyze the page layout to ensure it is easy to scan and absorb. <br />A landing page is intended to be about one product, one offer or one action—one value proposition<br />21<br />
    22. 22. 5 ways to decrease unnecessary Friction <br />Forms <br />ask for the minimal amount of information, and use clear field labels <br />Length <br />display only enough detail to enable the customer to make a buying decision <br />Distractions <br />remove unnecessary navigation, secondary offers, banners, ads and promotions <br />Content <br />make it flow vertically down the page with cues (e.g., headings) not distractions <br />Images <br />use charts and graphics only where they communicate more effectively than text <br />22<br />
    23. 23. What is Incentive? <br />an appealing element introduced to stimulate a desired action <br />Example:<br />Discount<br />Bonus <br />23<br />
    24. 24. 3 ways to optimize incentives <br />Look for high perceived value products that complement the primary product or service, for instance: <br />Ink cartridges for printers (a few dollars invested but a retail value of $20-$30) <br />Anything of value to your customers that you can get at a discounted price or rate <br />Position them on the page where they are both in the primary eye path (e.g., sub-headlines) and in close proximity to the call to action (e.g., order forms, carts) right before they click <br />Test, test, test to find the right incentive <br />i.e., $5, $1 or free shipping<br />24<br />
    25. 25. What is Anxiety? <br />Quality of service <br />Will they deliver on their promise? <br />Reliability of the product <br />Is there a warranty if it breaks? <br />Security <br />Is it safe to use my credit card on this site? <br />Price <br />Competitiveness and cost/benefit <br />Could I get it for less elsewhere? <br />Is it worth it? <br />25<br />
    26. 26. 15 ways to help overcome anxiety <br />External factors (what others say about you) <br />Security seals (VeriSign) <br />Credibility indicators (BBB, Trust-e, HACKERSAFE) <br />Testimonials (categorized, sequenced and specific to cause of anxiety) <br />Third-party ratings (PriceGrabber, Yahoo! Store) <br />Internal factors (what you say about yourself) <br />Copy <br />Language (Spanish vs. English) <br />Tone (match tone to buying decision) <br />Personalization <br />Signatures <br />Images <br />Colors and themes (matching look and feel of site to niche) <br />Privacy policy <br />Satisfaction guarantees <br />About Us page <br />Contact phone number (reassure that the company is legitimate, talk to an actual person) <br />26<br />
    27. 27. Four common issues with landing pages<br />Too-much text <br />without any apparent order and layout<br />Headline <br />that doesn’t tell what your product or service does <br />or, in other words, tangential headline<br />Call-to-Action<br />Lack of a single prominent call-to-action <br />either there is none or there are too many<br />Social Proof<br />Lack of social proof or ROI proof <br />who uses the service and what are the benefits<br />27<br />
    28. 28. Issue #1: Too much text<br />28<br />
    29. 29. Issue #2: Lack of descriptive headline<br />29<br />
    30. 30. Issue #3: Lack of a single prominent call-to-action<br />30<br />
    31. 31. Issue #4: Lack of social proof or ROI proof<br />31<br />
    32. 32. References<br />32<br />Wikipedia (Landing page optimization)<br />SiteSpect (Resources)<br />Omniture (Resources)<br />