From blogs and landing pages, to official outlets on social media sites, marketers now manage a large extended web that thrives beyond the borders of the traditional web site. Great conversion optimization must leverage the dynamics of each layer — and coordinate the interaction between them.

1. Landing Pages & Multivariate Testing to Increase Conversions Scott Brinker twitter: @chiefmartec www.ioninteractive.com SMX West 2010 Santa Clara, CA

2. Multivariate Testing Conversion Optimization Landing Page Optimization Web Site Optimization Post-Click Marketing Same biscuit, different name?

5. Shopping carts

6. Check-outs

7. Subscriptionsign-ups

8. Product configurators

10. Good candidates for MVT

12. Relatively hard—requires change to software

14. Core Web: Applications

16. Can optimize page elements

17. Hard to test new content or flows

18. Constrained by information architecture

20. Inner Web: Navigable Web Site Two exceptions. And victory. And peace.

22. Elements often A/B tested independently

24. Promotional expectations

25. A/B testing

26. MVT

28. Outer Web: Landing Pages, Microsites, and More The outer web: marketing improvisesa solo.

30. Loosely-coupled

31. Optional navigation

32. Different layouts

33. Quick to deploy

34. Not permanent

35. Controlled traffic

37. Outer Web: Landing Pages, Microsites, and More Multi-step landing pages are ideal for behavioral segmentation testing.

38. Outer Web: Landing Pages, Microsites, and More Microsites and high-traffic landing pages are ideal for incremental MVT. 1 2 4 3 5 But before MVT, leverage the key dynamic of the outer web…

39. Outer Web: Landing Pages, Microsites, and More Optimize for an intimate audience.

40. Outer Web: Landing Pages, Microsites, and More This isn’t bad.

41. Outer Web: Landing Pages, Microsites, and More But this is way better.

42. Outer Web: Landing Pages, Microsites, and More Optimize to a specific audience, not an average one.

43. Outer Web: Landing Pages, Microsites, and More Use outer web agility to deliver promotional offers with high impact.

44. Outer Web: Landing Pages, Microsites, and More Use outer web flexibility to stretch your creativity—and differentiation.

45. 4X Outer Web: Landing Pages, Microsites, and More

46. Social Web: Facebook Fan Pages, Twitter Accounts Official outlets in independent social media venues. Excellent source of traffic—drive to social media landing pages. Test new ideas, solicit feedback.

47. Social Web: Facebook Fan Pages, Twitter Accounts Social media is not limited to the top of the funnel. It loops back at every stage of a relationship. Be careful of message match consistency. Be careful of unfair preferential treatment.

48. Advertising Networks: Google, Microsoft, AOL

49. Advertising Networks: Google, Microsoft, AOL I think I clicked the wrong link. Message mismatch.

50. Advertising Networks: Google, Microsoft, AOL Ad promises you free guide. landing page offers you consultation. Conversion juju: bad.

51. Advertising Networks: Google, Microsoft, AOL It ought to be illegal to place a PPC ad without control over the landing page. “Step away from the AdWords console!”

52. Advertising Networks: Google, Microsoft, AOL Message match works.

53. 3 Takeaways See the big picture, optimize everything. Choose the right optimization strategy for each layer. Coordinate between the layers to avoid message mismatch.

54. Thanks—hope you had a ball. Scott Brinker twitter: @chiefmartec www.ioninteractive.com