Landing Pages & Multivariate Testing

GOAL Text INTENT Every User has a Goal

What is a Landing Page? Every page needs a goal

MVT-Experimental Designs 7 Page Elements & 2 variations

MVT-Experimental Designs 7 Page Elements & 2 variations 8 Experiments in Fractional 128 Experiments in Full

Case Study

A/B...E Landing Page Designs Default Landing Page - SHB Design Welcome 1 Welcome 3 Welcome 6 Welcome 4

Paid Search - Branded Welcome 6 had lift of 142.3% with 99.9% confidence Recipes Welcome 1, 3, 4 & 6 outperform Control;

Follow-up 3x2 MVT Test Recipe A Recipe B Recipe C Recipe D 1 2 3

Follow-up 3x2 MVT Test Recipe B outperformed all other recipes, showing a 16% lift RETURNING USERS SEGMENT ALL SEGMENTS Among Returning Users, Recipe B is even stronger with a 52% lift and 75% level of confidence

Follow-up 3x2 MVT Test Element Contribution Report

Case Study 2

MVT Element Selection A B C D

Elements and Alternatives Test Array

Element 1 Left Navigation: Present vs. Not Present

Headline: Simple vs. Dynamic Rollover Element 2

Three Product Callout: Present vs. Not - Present Merchandizing: Default Content vs. Conceptual Elements 3 & 4 3 4

Results with all traffic Nice win with RPV lift of 4.46%!

but.... the real learnings were in the segments Affinity & Behavioral Based

Women’s category affinity especially We then followed up with a campaign targeted to just women category visitors....

These new results (51% LIFT IN RPV) reinforce the learnings... Segmenting by behavior allowed Magazines.com to build on the learnings which lead to further increases in RPV and Conversion

Google “ 7 Rules Mendez”

Thank You! OptimizeAndProphesize.com Jonathan Mendez