SMX Landing Page Optimization
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The presentation discusses the impact of landing page optimization to marketing campaigns.
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SMX Landing Page Optimization
- 1. > Landing page tes-ng < Smart data driven marke-ng
- 2. Twi1er @datalicious April 2012 © Datalicious Pty Ltd 2
- 3. > Short but sharp history § Datalicious was founded in late 2007 § Strong Omniture web analy-cs history § Official Omniture & Google Analy-cs partner § Now 360 data agency with specialist team § Combina-on of analysts and developers § Carefully selected best of breed partners § Driving industry best prac-ce (ADMA) § Turning data into ac-onable insights § Execu-ng smart data driven campaigns April 2012 © Datalicious Pty Ltd 3
- 4. > Smart data driven marke-ng “Using data to widen the funnel” Media A1ribu-on & Modeling Op-mise channel mix, predict sales Targe-ng & Merchandising Increase relevance, reduce churn Tes-ng & Op-misa-on Remove barriers, drive sales Boos-ng ROI April 2012 © Datalicious Pty Ltd 4
- 5. > Clients across all industries April 2012 © Datalicious Pty Ltd 5
- 6. > What methods work best? Google: “econsultancy tes-ng buyers guide” April 2012 © Datalicious Pty Ltd 6
- 7. Don’t reinvent the wheel April 2012 © Datalicious Pty Ltd 7
- 8. April 2012 © Datalicious Pty Ltd 8
- 9. “landing page op-misa-on” April 2012 © Datalicious Pty Ltd 9
- 10. The holy trinity of tes-ng April 2012 © Datalicious Pty Ltd 10
- 11. > The holy trinity of tes-ng 1. The headline – Have a headline! – Headline should be concrete – Headline should be first thing visitors look at 2. Call to ac-on – Don’t have too many calls to ac-on – Have an ac-onable call to ac-on – Have a big, prominent, visible call to ac-on 3. Social proof – Logos, number of users, tes-monials, case studies, media coverage, etc
- 12. > Best prac-ce tes-ng roadmap § Phase 1: A/B test – Test same landing Element #1: Prominent headline page content in different layouts § Phase 2: MV test Suppor-ng Element #2: – Test different content content Call to ac-on element combina-ons within winning layout Element #3: Social proof / trust § Phase 3: Repeat – Hero vs. challengers Terms and condi-ons § Phase 4: Re-‐targe-ng April 2012 © Datalicious Pty Ltd 12
- 13. > Introducing hero vs. challengers Hero #1 New hero #2 CTR = 1% = Challenger #2 Challenger #1 Challenger #2 Challenger #3 Challenger #4 CTR = 0.5% CTR = 1.5% CTR = 1% CTR = 1% April 2012 © Datalicious Pty Ltd 13
- 14. The li1le things count April 2012 © Datalicious Pty Ltd 14
- 15. > It’s the small things that count April 2012 © Datalicious Pty Ltd 15
- 16. > Online form best prac-ce Maximise data integrity Age vs. year of birth Free text vs. op-ons Use auto-‐complete wherever possible April 2012 © Datalicious Pty Ltd 16
- 17. Design is important April 2012 © Datalicious Pty Ltd 17
- 18. April 2012 © Datalicious Pty Ltd 18
- 19. April 2012 © Datalicious Pty Ltd 19
- 20. April 2012 © Datalicious Pty Ltd 20
- 21. April 2012 © Datalicious Pty Ltd 21
- 22. PROMINENT HEADLINE THAT USES COLOUR HIGHLIGHTS TO FOCUS VISITOR ATTENTION iPhone 4S picks up where amazing lee off. It's the fastest, most powerful iPhone ever. It features an 8-‐megapixel camera with all-‐new op-cs. It records stunning 1080p HD video. It comes with iOS 5 and iCloud. And it's the only phone with Siri-‐your intelligent assistant that helps you get things done, just by using your voice. More info ... Chris-an Bartens: Great phone, awesome value, this deal changed my life! BUY NOW April 2012 © Datalicious Pty Ltd 22
- 23. April 2012 © Datalicious Pty Ltd 23
- 24. April 2012 © Datalicious Pty Ltd 24
- 25. April 2012 © Datalicious Pty Ltd 25
- 26. Challenge your perspec-ve April 2012 © Datalicious Pty Ltd 26
- 27. > ClickTale heat maps April 2012 © Datalicious Pty Ltd 27
- 28. The phone s-ll rings April 2012 © Datalicious Pty Ltd 28
- 29. > Use unique phone numbers 2 out of 3 callers hang up as they cannot get their informa-on fast enough. Unique phone numbers can help improve call experience. April 2012 © Datalicious Pty Ltd 29
- 30. > Jet Interac-ve call analy-cs April 2012 © Datalicious Pty Ltd 30
- 31. > 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 interac-on 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 31
- 32. > 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 -me stamp enable individual match – Call conversions matched back to search terms April 2012 © Datalicious Pty Ltd 32
- 33. Targe-ng before tes-ng April 2012 © Datalicious Pty Ltd 33
- 34. > Targe-ng before tes-ng is key Segmenta-on based on: Referrals, search terms, ad clicks and website behaviour Purchase Data Cycle Points Product 1 Product 2 Product N Default, Acquisi-on Acquisi-on Default awareness message 1 message 4 Research, Acquisi-on Acquisi-on Acquisi-on Landing considera-on message 2 message 5 message N page view Purchase Acquisi-on Acquisi-on Buy now intent message 3 message 6 click April 2012 © Datalicious Pty Ltd 34
- 35. > Tes-ng matrix to priori-se tests Test Segment Content Success Difficulty Poten-al Offer 1A Test 1 Product 1 Offer 1B Clicks Low $100k Offer 1C Offer 2A Test 2 Product 2 Offer 2B Clicks High $100k Offer 2C April 2012 © Datalicious Pty Ltd 35
- 36. Phase 4: Re-‐targe-ng test April 2012 © Datalicious Pty Ltd 36
- 37. > Seamless online experience Affiliates, paid, Display organic search ads PURLs / Search calls to ac-on DM, TV, print, Display ad outdoor, etc re-‐targe-ng My Account (re-‐)targe-ng Main website Dynamic (re-‐)targe-ng landing pages Online/offline Email, DM, call conversion center follow-‐up April 2012 © Datalicious Pty Ltd 37
- 38. > Product silos waste ad impressions Product 1 campaign Product 2 campaign Product 3 campaign Product 1 Product 2 Product 3 prospect prospect prospect Product 2 Product 3 Product 1 customer customer customer Product 3 Product 1 Product 2 prospect prospect prospect April 2012 © Datalicious Pty Ltd 38
- 39. > Remove silos for smart targe-ng Group wide campaign without hard product budgets to enable serving of right ad to right person at the right -me Product 1 Product 2 Product 3 prospect prospect prospect Product 2 Product 3 Product 1 prospect prospect prospect Product 3 Product 1 Product 2 prospect prospect prospect April 2012 © Datalicious Pty Ltd 39
- 40. > Website op-misa-on tools § hlp://www.google.com/websiteop-mizer § hlp://www.google.com/analyics § hlp://visualwebsiteop-mizer.com/ § hlp://www.omniture.com/ § hlp://www.clicktale.com/ § hlp://browsersize.googlelabs.com/ § hlp://www.feng-‐gui.com/ § hlp://www.je-nterac-ve.com.au/ April 2012 © Datalicious Pty Ltd 40
- 41. > SuperTag tag management Easily implement and update Conversion any tag on any websites without Tracking or limited IT involvement Any Conversion JavaScript De-‐duping De-‐duplicate conversions for CPA deals and align repor-ng figures across plamorms Web Media Analy-cs SuperTag A1ribu-on Collect accurate mul--‐channel media alribu-on data to provide advanced insights Live Behavioral Chat Targe-ng A/B Tes-ng Enable advanced features such Heat Maps as targe-ng, tes-ng and chat to op-mise user experience April 2012 © Datalicious Pty Ltd 41
- 42. Contact me cbartens@datalicious.com Learn more blog.datalicious.com Follow me twi1er.com/datalicious April 2012 © Datalicious Pty Ltd 42
- 43. Data > Insights > Ac-on April 2012 © Datalicious Pty Ltd 43