Secrets of Landing Page Testing [132] - Steffek


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Secrets of Landing Page Testing: How to Optimize PPC and other Landing Pages to Convert more Donors and Email Subscribers
Case Studies: CARE, American Diabetes Assn, & NCPSSM
RedEngine Digital Checklist for Landing Page Testing

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  • Begun March 12, optimized March 15
  • Secrets of Landing Page Testing [132] - Steffek

    1. 1. Secrets of Landing Page Testing: How to Optimize PPC and Other Landing Pages to Convert More Donors and Email Subscribers [132] Apr 09, 2010 @ 3:30 PM Session hash tag: #10ntc.test <ul><li>Toby Smith – CARE </li></ul><ul><li>Jill Ammon – American Diabetes Assn </li></ul><ul><li>Deborah Johnson – NCPSSM </li></ul><ul><li>Robin Steffek – RedEngine Digital </li></ul>
    2. 2. Overview & Speaker Intros <ul><li>Tips on Formulating Landing Page Tests </li></ul><ul><li> (Robin Steffek, RedEngine Digital) </li></ul><ul><li>CARE (Toby Smith) </li></ul><ul><li>American Diabetes Assn (Jill Ammon) </li></ul><ul><li>NCPSSM (Deborah Johnson) </li></ul><ul><li>Q&A </li></ul>
    3. 3. The Main Secret to Testing & Improving Conversions: Planning <ul><li>Develop a test plan (stop guessing) </li></ul><ul><li>Implement the test </li></ul><ul><li>Measure and monitor </li></ul><ul><li>Learn from results </li></ul><ul><li>Optimize and re-test </li></ul>
    4. 4. Formulating Your Own Test: A Logical Progression of Planning Steps <ul><li>What is your call-to-action (CTA)? </li></ul><ul><li>Campaign-based or site wide test? </li></ul><ul><li>Traffic volume </li></ul><ul><li>What is the target % goal for increasing conversions? </li></ul><ul><li>What metrics will you measure by? </li></ul>
    5. 5. Planning Steps: What to test <ul><li>What are you testing to evaluate your goal? </li></ul><ul><ul><ul><li>Headline with or without CTA </li></ul></ul></ul><ul><ul><ul><li>Persuasive content supporting your CTA (benefits / value proposition/ appeal ) </li></ul></ul></ul><ul><ul><ul><li>CTA buttons / CTA links </li></ul></ul></ul><ul><ul><ul><li>Images supporting the CTA (empathy /emotion) </li></ul></ul></ul><ul><li>What is your prediction or test hypothesis? </li></ul>
    6. 6. Planning Steps: Define the Type of Test <ul><li>What type of test is best for evaluating your goal? </li></ul><ul><li> </li></ul><ul><ul><ul><li>A / B page test </li></ul></ul></ul><ul><ul><ul><li>An A/B experiment allows you to test the performance of two (or more!) entirely different versions of a page </li></ul></ul></ul><ul><ul><ul><li>Multivariate test </li></ul></ul></ul><ul><ul><ul><li>Test multiple variables or sections of your landing page simultaneously (longer run times – use Google Website Optimizer (GWO) calculator) </li></ul></ul></ul>
    7. 7. Planning Steps: Using Testing Tools <ul><li>Define the landing page and conversion page for test </li></ul><ul><li>What technical coding is needed to configure the test? </li></ul><ul><li>Set up, validate, and launch test </li></ul><ul><li>Measure and monitor results </li></ul><ul><ul><ul><li>Google Website Optimizer (GWO) </li></ul></ul></ul><ul><ul><ul><li>Google Analytics (GA) </li></ul></ul></ul><ul><li>Analyze results and metrics </li></ul><ul><li>Document key learnings & implement optimized version </li></ul>
    8. 8. Test Planning Traffic Source & Volume? Types of Search Intent? External News Impact? Organizational Campaigns/News Impact? Test Planning Desired Action? Persuasion Needed? Sitewide or Campaign Landing Page? Landing Page Elements/Sections to Test?
    9. 9. What Would Persuade Donors to Give MORE to Haiti Disaster Relief?
    10. 10. Goals <ul><li>Maximize donation conversions & ROI </li></ul><ul><li>It’s all about $ and helping more people! </li></ul>
    11. 11. The Experiment Hypothesis <ul><li>Leverage landing page best practices </li></ul><ul><ul><ul><li>Splash v donation form (PPC audience needs more) </li></ul></ul></ul><ul><ul><ul><li>Clear call to action, rich content (CARE’s field updates from Haiti), test new media </li></ul></ul></ul><ul><ul><ul><li>Trust elements, how does org spend money, prove how you stand out from the others </li></ul></ul></ul><ul><li>Existing Haiti creative with emotional appeal </li></ul><ul><ul><ul><li>Proven interest in Haiti photos (SEM/SEO research) </li></ul></ul></ul><ul><ul><ul><li>Embedded Photo Gallery Slide Show </li></ul></ul></ul><ul><ul><ul><li>Embedded Video </li></ul></ul></ul><ul><li>Donation Ask Buttons </li></ul><ul><ul><ul><li>Action button is outside the creative or test </li></ul></ul></ul>
    12. 12. Key Questions <ul><li>How will PPC Visitor Engagement be impacted by creative elements? </li></ul><ul><li>How will PPC Visitor donation conversion rates be impacted by creative elements? </li></ul>
    13. 13. The Practicalities <ul><li>Planning a Google Website Optimizer (GWO) A/B/C landing page test </li></ul><ul><ul><li>Start & end date </li></ul></ul><ul><ul><li>Traffic volume </li></ul></ul><ul><ul><li>2 new donation forms with landing pages to test against “original” </li></ul></ul><ul><ul><li>Google Analytics (GA) & Google Website Optimizer integration and coding </li></ul></ul><ul><ul><li>PPC campaign tracking URLs </li></ul></ul><ul><ul><li>Experiment setup & launch </li></ul></ul>
    14. 14. The Metrics <ul><li>GWO Key Metrics </li></ul><ul><ul><li># of Visitors </li></ul></ul><ul><ul><li># of Conversions by Landing Page Variation </li></ul></ul><ul><ul><li>GWO Charts </li></ul></ul><ul><li>GA Web Usage Stats & GA Ecommerce Metrics </li></ul><ul><ul><li>Landing Page Engagement </li></ul></ul><ul><ul><ul><li>Bounce Rate </li></ul></ul></ul><ul><ul><ul><li>Donation Form Funnel & Abandonment Rate </li></ul></ul></ul><ul><ul><ul><li>Navigation Analysis </li></ul></ul></ul><ul><ul><li>Donation $ by Landing Page </li></ul></ul><ul><ul><li>Donation $ by PPC Engine/Keyword </li></ul></ul><ul><ul><li>Secondary Goal(s) & Conversions </li></ul></ul>
    15. 15. CARE Haiti Crisis PPC Campaign
    16. 16. The Creative Original/Control w/ Photo With Video With Photo Gallery
    17. 17. The Creative <ul><li>Original/Control </li></ul>
    18. 18. The Creative <ul><li>Video Version </li></ul>
    19. 19. The Creative <ul><li>Photo Gallery Version </li></ul>
    20. 20. Haiti A/B/C GWO Data <ul><li>Notes: </li></ul>GWO declares Video page the winner with a 4.35% conversion rate vs. 2.61% for the original/control! <ul><li>Experiment Run Dates: February 4 th thru February 11 th </li></ul><ul><li>4,297 visitors & 152 conversions (donations completed) </li></ul>
    21. 21. <ul><li>BUT… </li></ul>
    22. 22. Donation $ by Landing Page Creative from a GA Ecommerce Perspective <ul><li>Photo gallery is the winner by 2.4X based on $ vs. video! </li></ul>
    23. 23. Creative Engagement <ul><li>Both Video and Photo gallery forms had higher avg. time on page than control </li></ul><ul><li>Bounce rate in mid 70% range – much lower than past ~90% for std dform </li></ul>
    24. 24. <ul><li>High average $ donations from brand terms </li></ul><ul><li>And good average $ donations on Haiti terms even during competitive situation with telethons </li></ul><ul><li>Want to balance ROI with Spend—can lose your shirt </li></ul><ul><li>Need to optimize by keyword </li></ul>Photo Gallery: Google PPC Keyword Performance Examples
    25. 25. PPC Campaign Secondary Goals: Email Signups
    26. 26. Summary & Results <ul><li>The video resulted in an improved donation conversion rate of 66.7% -- almost double the number of donations attributed to the control form </li></ul><ul><li>The photo gallery slideshow resulted in an improved donation conversion rate of 40.4% </li></ul><ul><li>BUT, the photo gallery slideshow resulted in a 148% increase in donation dollars over the control landing page and a 141% increase in donation dollars over the video version! </li></ul><ul><li>ROI for entire Haiti campaign was over 200%! </li></ul>
    27. 27. Lessons Learned <ul><li>GWO alone does not tell the whole story in declaring a “winner” </li></ul><ul><li>Embedded photo gallery and video on a “splash” page for a donation form increases donation $ in a crisis fundraising campaign </li></ul><ul><li>PPC CARE brand terms yield higher average donations for photo gallery – CARE “on the ground” images & stories </li></ul><ul><li>Crisis news and events drive donation $ </li></ul>
    28. 28. Case Study Transition Slide The Challenges of Catching Donors in a Sea of Engagement: A Multivariate Test
    29. 29. PPC Campaign Goals <ul><li>Increase donations thru 3 primary donation forms & maximize ROI </li></ul><ul><li>Provide PPC visitors (new & returning) with engagement experience alternatives that encourage visitor loyalty based on their interests </li></ul>
    30. 30. Key Performance Indicators (KPIs) <ul><li>GWO Key Metrics </li></ul><ul><ul><li># of Visitors </li></ul></ul><ul><ul><li># of Conversions by Landing Page Section and Combinations </li></ul></ul><ul><ul><li>GWO Charts </li></ul></ul><ul><li>GA Web Usage Stats & GA Ecommerce </li></ul><ul><ul><li>Landing Page Engagement </li></ul></ul><ul><ul><ul><li>Bounce Rate </li></ul></ul></ul><ul><ul><ul><li>Navigation Analysis </li></ul></ul></ul><ul><ul><li>Donation form completions by type </li></ul></ul><ul><ul><li>Donation form completions by PPC Engine/Keyword </li></ul></ul><ul><ul><li>Secondary Goal(s) & Conversions </li></ul></ul>
    31. 31. Our Landing Page Hypothesis <ul><li>Appeal to diabetes health challenges </li></ul><ul><li>Leverage research statistics & American Diabetes Association’s role in funding research </li></ul><ul><li>Personalize the donation options (more than a button) </li></ul><ul><li>Test Elements </li></ul><ul><ul><li>Sub-headline </li></ul></ul><ul><ul><li>Graphics impact on “donation buttons” </li></ul></ul>
    32. 32. Key Questions <ul><li>Will Target Donation Form Conversion Rates be improved by changing the sub-headline and/or donation ask graphics sections on the landing page? </li></ul><ul><li>Will Visitor Engagement be positively or negatively impacted by the sub-headline & donation ask graphics testing on the landing page? </li></ul>
    33. 33. Planning for a Multivariate Test <ul><li>Three main donation form options to increase conversion odds </li></ul><ul><ul><li>Three possible donation options = one goal conversion </li></ul></ul><ul><li>GA & GWO integration and coding </li></ul><ul><li>PPC campaign tracking URLs </li></ul><ul><li>Start date </li></ul><ul><li>End date </li></ul><ul><li>PPC traffic volume </li></ul><ul><li>Experiment setup & launch </li></ul>
    34. 34. Best Times to Catch Donors? Engagement Calendar <ul><li>Organizational Campaign Activities </li></ul><ul><li>Tour de Cure (Jan to Sept 2010) </li></ul><ul><li>Stop Diabetes (Nov 09 to Current) </li></ul><ul><li>Diabetes Alert Day (March 23, 2010) </li></ul><ul><li>Step Out 2010 (March 10, 2010) </li></ul>
    35. 35. March PPC Fundraising Campaign
    36. 36. Landing Page
    37. 37. Landing Page Test Sections #1 #2
    38. 38. Landing Page Section Variants #2 #1
    39. 39. <ul><li>Combos #1 and #4 show 2% conversion rates compared to 1.68% for control </li></ul>Early GWO Experiment Results March 1 to March 5, 2010
    40. 40. GWO Winning Combos March 1 to March 5, 2010 Combo #1 Combo #4
    41. 41. <ul><li>Donation form conversion rates hit an inflection point on March 10 th and drops to ~1.3% </li></ul><ul><li>Control version appears to take over as winner </li></ul><ul><li>Shift in combo performance after 3/10 correlates with Step Out campaign push & ~ 30 % increase to visits for later part of March </li></ul>GWO Experiment Results March 1 to March 18, 2010 Mar 10th
    42. 42. PPC Landing Page Engagement % Exit Rate & Bounce Rate Increased for Landing Page Post March 10th
    43. 43. <ul><li>Secondary conversions via other donation forms were a positive, but not expected </li></ul>Primary vs. Secondary Conversions
    44. 44. Summary <ul><li>Early in March before the “sea of engagement” for PPC visitors changed , the GWO test combos #1 and #4 (both using the research + ADA sub-head) yielded an improved donation conversion rate of ~20% </li></ul><ul><li>Early March 2010 winning combo PPC donation form conversion rates were 2% vs. 1.4% in March 2009 </li></ul><ul><li>Thru limited landing page testing, March 2010 PPC campaign ROI increased by over 30% compared to March 2009 </li></ul><ul><li>March 2010 PPC campaign visitors involved in GWO test engaged in both primary and secondary conversions – Engagement Not Limited! </li></ul>
    45. 45. Case Study Transition Slide Engaging Seniors Online: A Multivariate Test
    46. 46. Goals <ul><li>Maximize email newsletter sign-ups </li></ul><ul><li>PDF downloads </li></ul><ul><li>Joins </li></ul><ul><li>ROI </li></ul>
    47. 47. How We’re Reaching Them <ul><li>Competitive landscape </li></ul>
    48. 48. Informing the Hypothesis <ul><li>PPC prior landing page test </li></ul><ul><li>Older audience! </li></ul><ul><li>External news impact </li></ul><ul><li>High volume searching– they want information </li></ul>
    49. 49. Try “Ask the Expert” <ul><li>Leverage popular web site content </li></ul><ul><li>FAQs and content value add approach </li></ul><ul><li>Test premium PDF download </li></ul><ul><li>Test Elements </li></ul><ul><ul><li>Photo impact on “Ask Expert” </li></ul></ul><ul><ul><li>Enews sign-up ask button – colors, text vs. graphic </li></ul></ul>
    50. 50. Key Questions <ul><li>Will an FAQ approach to conveying information distract from or encourage email signups? </li></ul><ul><li>Will the presence of a photo get more PPC visitors to convert? </li></ul><ul><li>Will the look/color of a CTA button for email sign-up get more PPC visitors to convert? </li></ul>
    51. 51. Planning for a Multivariate Test <ul><li>Create microsite w/ premium for action </li></ul><ul><ul><li>Enough to whet their appetite and want more </li></ul></ul><ul><li>GA & GWO integration and coding </li></ul><ul><li>PPC campaign tracking URLs </li></ul><ul><li>Start date </li></ul><ul><li>End date </li></ul><ul><li>PPC traffic volume </li></ul><ul><li>Experiment setup & launch </li></ul>
    52. 52. Microsite Landing Page & Elements
    53. 53. Tweaking the Conversion Experience <ul><li>Test launch (3 days) – low conversion </li></ul><ul><li>Removed outgoing links to SS and Medicare sites </li></ul><ul><li>Added email call to action throughout content and on sub-pages. </li></ul>
    54. 54. The Metrics <ul><li>GWO Key Metrics </li></ul><ul><ul><li># of Visitors </li></ul></ul><ul><ul><li># of Conversions by Landing Page Section and Combinations </li></ul></ul><ul><ul><li>GWO Charts </li></ul></ul><ul><li>GA Web Usage Stats & GA Goal Funnels </li></ul><ul><ul><li>Landing Page Engagement </li></ul></ul><ul><ul><ul><li>Bounce Rate </li></ul></ul></ul><ul><ul><ul><li>Enews Sign-up Form Funnel & Abandonment Rate </li></ul></ul></ul><ul><ul><ul><li>Navigation Analysis </li></ul></ul></ul><ul><ul><li>Enews Sign-ups by Landing Page Combination </li></ul></ul><ul><ul><li>Enews Sign-ups by PPC Engine/Keyword </li></ul></ul><ul><ul><li>Secondary Goal(s) & Conversions </li></ul></ul>
    55. 55. GWO Experiment Results <ul><li>Combo 5 (no photo + CTA text link) shows an improved enews signup conversion rate of >48% </li></ul><ul><li>Combo 5 conversion rate of 1.86% in GWO experiment is 27% higher than the rate observed in prior content microsite test </li></ul>March 15 – April 9, 2010
    56. 56. Microsite Landing Page Performance by GWO Test “Section” <ul><li>Test had 2 sections (multivariate test) </li></ul><ul><li>Section #1 – headline with or without photo </li></ul><ul><li>Section #2 – CTA E-news sidebar with buttons or text link </li></ul>
    57. 57. Microsite Landing Page Performance From a PPC Engine Perspective <ul><li>Google PPC yields more than 2X the traffic as compared to Yahoo PPC </li></ul><ul><li>Google PPC visitors were slightly more engaged than Yahoo PPC visitors </li></ul>
    58. 58. Enews Sign-up Goal Funnel Completions & Navigation Data More FAQs Pg
    59. 59. Summary of Test Results <ul><li>To date, no photo in headline section has resulted in a greater than 29% improvement in email capture. </li></ul><ul><li>Comparing the 6 combinations of creative elements: </li></ul><ul><ul><li>The no photo + text link combo has led to a 48.2% improvement in email signups vs. the control. (Who would have thought!) </li></ul></ul><ul><ul><li>Combo of no photo + blue button is close behind in the test ( 34.4% improvement vs. control) </li></ul></ul>
    60. 60. Summary of Test Results <ul><li>Visitors appear to be cautious about engaging at first – not completing on first visit, but coming back to sign up (repeat visitors). </li></ul><ul><li>Based on best-performing combo, the cost to acquire an email decreased by more than 3% . </li></ul>
    61. 61. <ul><li>Q&A </li></ul>
    62. 62. How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 132 Text 132 to 69866 Visit Enter Code 132 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration!
    63. 63. <ul><li>Thank You! </li></ul><ul><li>Contact Info: </li></ul><ul><li>Robin Steffek </li></ul><ul><li>RedEngine Digital </li></ul><ul><li>[email_address] </li></ul><ul><li>703-556-6954 </li></ul>