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3 Landing Page Myths Debunked

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Presentation from "Mythbusting PPC Urban Legends" at SMX Advanced 2009 focusing on 3 landing page myths: 1) landing pages as single pages 2) Flash is bad 3) MVT is better than A/B testing -- all not true.

Published in: Technology, Design

3 Landing Page Myths Debunked

  1. 1. SMX Advanced 2009 Mythbusting PPC Urban Legends: Landing Pages Scott Brinker President & CTO ion interactive, inc. sbrinker@ioninteractive.com Twitter: @chiefmartec
  2. 2. What is the typical conversion rate of a PPC ad
  3. 3. Sorry, trick question. The conversion happens after the click.
  4. 4. In converting respondents, PPC ads and landing pages are symbiotically linked.
  5. 5. Myth #1: A landing page is a single page. (Only the green M&M’s make you horny.)
  6. 6. Think of a landing page as a bridge between ad and conversion. conversion (continuity gap) ad
  7. 7. Sometimes the conceptual distance isn’t that far, and a single leap is enough to get people across.
  8. 8. Other times, you have a little farther to go.
  9. 9. Just don’t use a short bridge for a long distance. (Unless your respondents are willing to do a lot of work.)
  10. 10. Sometimes a single landing page is just right.
  11. 11. Other times a 2 or 3 page “path” is better. 8.12% conversion 9.23% conversion 11.4% conversion
  12. 12. segment simple
  13. 13. When is a path better than a page? 3 scenarios.
  14. 14. #1. When you want to segment respondents.
  15. 15. #2. When you want to ease someone into a process.
  16. 16. #3. When multiple steps actually builds engagement.
  17. 17. Don’t think of a landing page. Think of a post-click marketing experience.
  18. 18. Myth #2: Flash on landing pages is evil. (Vampires exist— even without a law degree.)
  19. 19. That is a bad example of Flash on a landing page.* • Loading delay • Lengthy animation • Design over clarity • Expensive * Unless you’re a firm that produces expensive, highly animated, design- heavy Flash web sites.
  20. 20. The problem is not that people don’t have Flash. 99.1%
  21. 21. This is a Flash object. • 43K in size (loads < 1 sec) • Images load asynchronously • Writing is text, not image • Sharp text rendering • Google can index text • All text/images configurable
  22. 22. http://googlewebmastercentral.blogspot.com/2008/06/improved-flash-indexing.html
  23. 23. This is a Flash object. • 5K in size (loads < 1 sec) • Images load asynchronously • Most of page is HTML text • Engagement without refresh • Interactive image browser • All images configurable
  24. 24. Why climb the Flash mountain? • Higher conversion rate • Better branding • Easier engagement • Creative differentiation
  25. 25. Economy of Flash is achieved through variable parameters. Designer creates once.  Marketer uses many times.
  26. 26. Myth #3: Multivariate Testing (MVT) is better than A/B testing. (Oooh, sacred cow.)
  27. 27. MVT isn’t better than A/B testing. Each has pros and cons. But MVT has had better PR. Time to balance the scales.
  28. 28. A/B Testing Multivariate Testing • Requires less traffic • Requires more traffic • Tests fewer variations • Can test more combinations • Apples-and-oranges tests • Variations of fixed elements • Dependent elements okay • Need independent elements • Easy to visualize tests • Harder to visualize tests • No risk of bad combinations • Risks of bad combinations • Can test multi-page paths • Usually limited to a page • Often easier to set up • Often harder to set up
  29. 29. This kind of test can’t be done with MVT. 8.12% conversion 9.23% conversion 11.4% conversion
  30. 30. Think big.
  31. 31. Test small (and safe).
  32. 32. 6 headlines + 5 subheads + 4 images + 3 copy blocks + 2 calls to action = 720 combos Russian roulette caveat: how many disastrous combinations lurk in the shadows?
  33. 33. Uh, oops. Combination #593 is “bad”.
  34. 34. The point of busting the MVT myth: marketing > math Choose the right tool for the right job.
  35. 35. Thank You Interested in more about post-click marketing and strategic landing pages? BOOK Honest Seduction: Using Post-Click Marketing to Turn Landing Pages into Game Changers Available on Amazon.com BLOG http://www.postclickmarketing.com

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