Using Analytics to Optimize Landing Pages

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Using Analytics to Optimize Landing Pages

  1. 1. Using Analytics to Optimize Landing Pages<br />Search Exchange, Charlotte, NC<br />May 19, 2010<br />
  2. 2. What You Will Learn<br />How to gather information that will make your website better<br />How to tie online metrics with business goals<br />Methods of testing different page variations<br />Landing page best practices<br />Free resources for continuing education<br />
  3. 3. Analytics<br />Search Exchange 2010<br />
  4. 4. What Analytics Does<br />Drives decisions that improve site user experience and increase marketing ROI <br />Provides insight into why customers interact with your website<br />Allows you to track trends and performance over time<br />Analytics is the practice of using web analytics software<br />
  5. 5. Google Analytics<br />
  6. 6. Start with Website Goals<br />Analytics does not know how to run your business<br />Start with identifying the business goals of your website<br />Configure analytics to measure your performance against those goals<br />There is no such thing as the right number of unique visitors<br />
  7. 7. Key Metrics<br />Visitors<br />Traffic Sources<br />Content<br />Goals<br />Ecommerce<br />
  8. 8. Conversion Tracking<br />Ecommerce<br />Lead Generation<br />Brand Awareness<br />Member Acquisition<br />
  9. 9. Convert Visitors to Customers<br />Your visitors<br />1<br />Product Information<br />2<br />Shopping Cart<br />3<br />Checkout<br />4<br />Thank You Page<br />Your Customers<br />
  10. 10. Analytics & Search Marketing<br />Identify the keywords with the highest ROI<br />Track organic traffic vs. paid traffic<br />Identify new keyword opportunities<br />Eliminate unprofitable keywords<br />Develop new content for your website<br />
  11. 11. Beware of the HiPPO<br />
  12. 12. Landing Pages<br />Search Exchange 2010<br />
  13. 13. Landing Page Goals<br />Provide a consistent experience<br />Help a user complete a task<br />Post-search experience – content should be tailored to the query<br />Clear call to action<br />Clean, simple design<br />Maximize the value of the inbound searcher<br />
  14. 14. Example: “hotel credit card”<br />
  15. 15. Chase Marriott Rewards<br />
  16. 16. Starwood American Express<br />
  17. 17. Discover Card<br />
  18. 18. Key Takeaways<br />Less is more with landing pages<br />Goal of page: Don’t make me think<br />Make your offer clear and easy to understand<br />Provide multiple options to contact you<br />Match the content to the query<br />Remember this is not your home page<br />Never stop testing new landing pages<br />
  19. 19. Multivariate Testing<br />Search Exchange 2010<br />
  20. 20. Multivariate Testing<br />Allows you to test multiple landing page configurations simultaneously<br />Free tools like Google Website Optimizer<br />Paid tools like Test and Target from Omniture<br />Enables you to make data-driven decisions<br />Can help you convert more visitors into customers<br />Stops arguments with the HiPPO before they happen<br />
  21. 21. Website Optimization<br />Visitors spend an average of 8 seconds* before deciding whether or not to remain on a website<br />Goal is to drive the visitor beyond the landing page<br />Website Optimizer helps you convert these visitors into buyers by increasing conversions<br />*Source: Marketing Sherpa, Landing Page Handbook<br />
  22. 22. A/B and Multivariate Options<br />
  23. 23. How Does GWO Work?<br />Winning Combo<br />Original<br />1/3 visitors<br />14% Make Purchase<br />Customers Visit your Website<br />Combo1<br />1/3 visitors<br />20% Make Purchase<br />Combo 2<br />Customers Convert<br />1/3 visitors<br />2% Make Purchase<br />Test Different Variations of your Page<br />Test variations of the same page<br />
  24. 24. Reporting<br />Combination 10 is performing the best<br />Bars represent relative improvement<br />Ability to disable bad performing combinations<br />
  25. 25. Free Resources<br />Search Exchange 2010<br />
  26. 26. AvinashKaushik<br />Google’s Analytics Evangelist<br />Book: Web Analytics: An Hour a Day<br />New Book: Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity<br />Blog: Occam’s Razor www.kaushik.net/avinash<br />Twitter: @avinashkaushik<br />
  27. 27. Google Analytics<br />Google Analytics Help Forum: http://groups.google.com/group/analytics-help<br />Google Analytics IQ Program: http://www.google.com/support/conversion<br />university<br />Google Analytics Authorized Consultants: http://www.google.com/intl/en/analytics/<br />authorized_consultants.html<br />Google Analytics Blog: http://analytics.blogspot.com<br />
  28. 28. SiteScan by EpikOne<br />Free diagnostic tool that verifies if your Google Analytics Tracking Code is installed properly on your website<br />http://www.sitescanga.com/<br />Inside the numbers: 45% of the pages they have scanned have errors<br />Google Analytics only works if you have code on every page of your website<br />
  29. 29. Quick Recap<br />Define your website goals and identify key metrics specific to your site<br />Audit your landing pages<br />Create and test new landing pages using multivariate testing<br />Refer to analytics resources regularly<br />
  30. 30. The End<br />Search Exchange 2010<br />
  31. 31. Thank You!<br />Benjamin Rudolph<br />President & CEO<br />Relevance Advisors<br />404.635.6775<br />benjamin.rudolph@relevanceadvisors.com<br />@benjaminrudolph<br />
  32. 32. Site Performance Process<br />Search Exchange 2010<br />
  33. 33. Stakeholder Interviews<br />Determine business needs and goals<br />Align metrics with the business objectives<br />Reporting without a purpose is meaningless<br />90% about the business; 10% about the metrics<br />Can you answer the question: Why do you want those metrics?<br />Goal is not to know what’s happening but to change what’s happening<br />
  34. 34. Review Analytics Tool Implementation<br />Examine the site for a complete and error-free analytics code implementation<br />Identify any on or off-page barriers to data collection<br />Things that can interfere with tracking:<br />Slow server load<br />Page elements hanging<br />Ad serving<br />JavaScript conflicts<br />
  35. 35. Seed and Execute Tests<br />Tests may cover<br />Overall messaging to audience<br />Stock Images<br />Color schemes, font formatting, visual “touches”<br />Page design vs. page goals<br />Messaging/design consistency<br />Information architecture – how people find stuff<br />Funnel pathing: the balance between guided and open-ended funneling<br />
  36. 36. Analyze the Results<br />Review Learnings<br />Understand Implications<br />Refine<br />Move Forward<br />Never Stop Testing – this is a website not a monument<br />

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