The document discusses best practices for landing page testing and optimization. It recommends a testing roadmap that begins with A/B testing different page layouts, then multivariate (MV) testing different content combinations, and repeating the process. A key part of testing is the "hero vs. challengers" approach of comparing a top performing page against challengers. Other tips include using prominent headlines, clear calls to action, and social proof. The goal of testing is to continuously improve conversions.

1. > Landing page testing <
Smart data driven marketing

2. > What methods work best?
April 2012 © Datalicious Pty Ltd 2
Google:
“econsultancy
testing buyers
guide”

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Don’t reinvent the wheel

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“landing page optimisation”

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The holy trinity of testing

7. > The holy trinity of testing
1. The headline
– Have a headline!
– Headline should be concrete
– Headline should be first thing visitors look at
2. Call to action
– Don’t have too many calls to action
– Have an actionable call to action
– Have a big, prominent, visible call to action
3. Social proof
– Logos, number of users, testimonials,
case studies, media coverage, etc

8. > Best practice testing roadmap
§ Phase 1: A/B test
– Test same landing page
content in different
layouts
§ Phase 2: MV test
– Test different content
element combinations
within winning layout
§ Phase 3: Repeat
– Hero vs. challengers
§ Phase 4: Re-targeting
April 2012 © Datalicious Pty Ltd 8
Element #1: Prominent headline
Element #2:
Call to action
Supporting
content
Element #3: Social proof / trust
Terms and conditions

9. > Introducing hero vs. challengers
April 2012 © Datalicious Pty Ltd 9
Hero #1
CTR = 1%
Challenger #1
CTR = 0.5%
Challenger #2
CTR = 1.5%
Challenger #3
CTR = 1%
Challenger #4
CTR = 1%
New hero #2
= Challenger #2

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The little things count

11. > It’s the small things that count
April 2012 © Datalicious Pty Ltd 11

12. > Online form best practice
April 2012 © Datalicious Pty Ltd 12
Maximise data integrity
Age vs. year of birth
Free text vs. options
Use auto-complete
wherever possible

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Design is important

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Challenge your perspective

23. > ClickTale heat maps
April 2012 © Datalicious Pty Ltd 23

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The phone still rings

25. > Use unique phone numbers
April 2012 © Datalicious Pty Ltd 25
2 out of 3 callers
hang up as they
cannot get their
information fast
enough.
Unique phone
numbers can
help improve
call experience.

26. > Jet Interactive call analytics
April 2012 © Datalicious Pty Ltd 26

27. > Unique phone numbers
§ 1 unique phone number
– Phone number is considered part of the brand
– Media origin of calls cannot be established
– Added value of website interaction unknown
§ 2-10 unique phone numbers
– Different numbers for different media channels
– Exclusive number(s) reserved for website use
– Call origin data more granular but not perfect
– Difficult to rotate and pause numbers
April 2012 © Datalicious Pty Ltd 27

28. > Unique phone numbers
§ 10+ unique phone numbers
– Different numbers for different media channels
– Different numbers for different product categories
– Different numbers for different conversion steps
– Call origin becoming useful to shape call script
– Feasible to pause numbers to improve integrity
§ 100+ unique phone numbers
– Different numbers for different website visitors
– Call origin and time stamp enable individual match
– Call conversions matched back to search terms
April 2012 © Datalicious Pty Ltd 28

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Targeting before testing

30. Purchase
Cycle
Segmentation based on: Referrals, search
terms, ad clicks and website behaviour
Data
Points
Product 1 Product 2 Product N
Default,
awareness
Acquisition
message 1
Acquisition
message 4
Acquisition
message N
Default
Research,
consideration
Acquisition
message 2
Acquisition
message 5
Landing
page view
Purchase
intent
Acquisition
message 3
Acquisition
message 6
Buy now
click
> Targeting before testing is key
April 2012 © Datalicious Pty Ltd 30

31. Test Segment Content Success Difficulty Potential
Test 1 Product 1
Offer 1A
Clicks Low $100kOffer 1B
Offer 1C
Test 2 Product 2
Offer 2A
Clicks High $100kOffer 2B
Offer 2C
> Testing matrix to prioritise tests
April 2012 © Datalicious Pty Ltd 31

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Phase 4: Re-targeting test

33. > Seamless online experience
April 2012 © Datalicious Pty Ltd 33
Affiliates, paid,
organic search
DM, TV, print,
outdoor, etc
Display
ads
Display ad
re-targeting
Online/offline
conversion
Email, DM, call
center follow-up
Dynamic
landing pages
Main website (re-
)targeting
PURLs / Search calls to action
My Account
(re-)targeting

34. > Product silos waste ad impressions
April 2012 © Datalicious Pty Ltd 34
Product 1 campaign
Product 2
customer
Product 1
prospect
Product 3
prospect
Product 2 campaign Product 3 campaign
Product 3
customer
Product 2
prospect
Product 1
prospect
Product 1
customer
Product 3
prospect
Product 2
prospect

35. Group wide campaign without hard product budgets to enable serving of right ad to right person at the right time
> Remove silos for smart targeting
April 2012 © Datalicious Pty Ltd 35
Product 2
prospect
Product 1
prospect
Product 3
prospect
Product 3
prospect
Product 2
prospect
Product 1
prospect
Product 1
prospect
Product 3
prospect
Product 2
prospect

36. > Website optimisation tools
§ http://www.google.com/websiteoptimizer
§ http://www.google.com/analyics
§ http://visualwebsiteoptimizer.com/
§ http://www.omniture.com/
§ http://www.clicktale.com/
§ http://browsersize.googlelabs.com/
§ http://www.feng-gui.com/
§ http://www.jetinteractive.com.au/
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Contact me
cbartens@datalicious.com
Learn more
blog.datalicious.com
Follow me
twitter.com/datalicious

38. Data > Insights > Action
April 2012 © Datalicious Pty Ltd 38