Engage 2013 - Landing Page Optimization

Conversion 101: Optimizing Landing Pages & Sales Funnels

Karen Wood, Sr. Product Marketing Mgr., Webtrends Kirk Ramble, Principal Optimization Consultant, Webtrends

Agenda

•  Guessing game: who knows best? •  A case for landing page optimization •  Deciding what, when, how to test •  Overcoming optimization challenges •  After the landing page: what next? •  Winners: Did you guess right?

QUIZ TIME! Sharpen your pencils. It’s…

TEST  #2  

Instruc.ons:  Please  enter  your  name  and  circle  the  le2er  corresponding  to  the  version  you  think  is  the  Op8mal.    

TEST  #1  

TEST  #4  TEST  #3  

TEST  #6  TEST  #5  

Name:

Email:

TEST  #7  

© 2011 Webtrends, All Rights Reserved. | 5

Increase Views of Special Offers

Test #1: Travel

© 2011 Webtrends, All Rights Reserved. | 6

Test #2: Auto

Increase Requests for Information

© 2011 Webtrends, All Rights Reserved. | 7

Increase Click Rate to Next Step

Test #3: Auto Insurance

© 2011 Webtrends, All Rights Reserved. | 8

Increase Bookings

Test #4: Travel

© 2011 Webtrends, All Rights Reserved. | 9

Test #5: Mobile

Increase Click Rate to Cart

© 2011 Webtrends, All Rights Reserved. | 10

Test #6: Travel

Increase Search Rate within Site

© 2011 Webtrends, All Rights Reserved. | 11

Test #7: Retail

Increase Click Rate to Next Step in Checkout

THE MANY FACES OF LANDING PAGE OPTIMIZATION

What’s a landing page?

“Landing Pages” Take Many Forms

“Landing Page Optimization” Means Many Things

What’s a Landing Page for? Conversion.

There Can Be Many Conversion Drivers on a Page

There Are Conversion Drivers Across the Funnel

START WITH LANDING PAGES Low Hanging Fruit

Simple to Test

Less Political

Fewer Internal Stakeholders

Outside IT’s Domain

Take Chances & Learn

TOP FIVE CHALLENGES Putting Optimization Into Practice

Reality: Optimization Is a Priority

Optimization = $

Reality: Optimization Rarely Decides

No Optimization = ?

A Experienced Testing Team Bridges the Gap

Challenge #1: Time

•  Test planning •  Simultaneous tests •  Ongoing testing •  Test completion

Challenge #2: Resources

•  Test planning •  Technical •  Design •  QA •  Interpreting

results

Challenge #3: Expertise

•  Which variables to test? •  MVT vs. AB/n vs…? •  Statistical validity? •  Levels of

confidence?

Challenge #4: Budget

•  Getting more ROI? •  Increasing revenue? •  Improving customer experience?

Challenge #5: Technology

•  Deploying the JavaScript code •  QA-ing the environment •  Multiple domains •  Security •  Compliance

TOP FIVE LANDING PAGE TIPS Best Practices

1. Choose the Right Landing Page

•  Least amount of clutter •  Clearest call to action •  Highly focused sales path •  No conversion distractions •  Lots of traffic

2. Know Your Metrics

•  Choose the right metrics – Follow the money – What is a conversion

worth? •  Understand your

baseline

3. Test Effective Page Elements

•  Where is focus of page? •  Where should customer look? •  Where is possible friction? •  Where are the interactions? •  Test big, test simple.

4. Align Roadmap to Business Goals

Test Idea Test Idea Test Idea Test Idea

Test Knowledge

5. Develop a Hypothesis

•  If I do this, then that will happen.

•  Spend your time: – 80% defining what you want to learn – 20% developing test content

Test content Conversion event

BEYOND LANDING PAGES Stop there? No!

Test Across Your Buy Flows

Test on High Value Pages

Go Beyond the Desktop

QUIZ RESULTS Did You Guess Correctly?

© 2011 Webtrends, All Rights Reserved. | 44

Increase Views of Special Offers

Test #1: Travel

© 2011 Webtrends, All Rights Reserved. | 45

Increase Views of Special Offers

Test #1: Travel

+9.9% Lift

© 2011 Webtrends, All Rights Reserved. | 46

Test #2: Auto

Increase Requests for Information

© 2011 Webtrends, All Rights Reserved. | 47

Test #2: Auto

Increase Requests for Information +158%

Lift

© 2011 Webtrends, All Rights Reserved. | 48

Increase Click Rate to Next Step

Test #3: Auto Insurance

© 2011 Webtrends, All Rights Reserved. | 49

Increase Click Rate to Next Step

Test #3: Auto Insurance

NO CLEAR WINNER

© 2011 Webtrends, All Rights Reserved. | 50

Increase Bookings

Test #4: Travel

© 2011 Webtrends, All Rights Reserved. | 51

Increase Bookings

Test #4: Travel

Optimal

© 2011 Webtrends, All Rights Reserved. | 52

Test #5: Mobile

Increase Click Rate to Cart

© 2011 Webtrends, All Rights Reserved. | 53

Test #5: Mobile

Increase Click Rate to Cart

+50% Lift

© 2011 Webtrends, All Rights Reserved. | 54

Test #6: Travel

Increase Search Rate within Site

© 2011 Webtrends, All Rights Reserved. | 55

Test #6: Travel

Increase Search Rate within Site

+4.0% Lift

© 2011 Webtrends, All Rights Reserved. | 56

Test #7: Retail

Increase Click Rate to Next Step in Checkout

© 2011 Webtrends, All Rights Reserved. | 57

Test #7: Retail

Increase Click Rate to Next Step in Checkout

+1.4% Lift

© 2011 Webtrends, All Rights Reserved. | 58

Test #7: Retail

Increase Click Rate to Next Step in Checkout

+8.4% Lift

Top 5 Take-Aways

•  Don’t let obstacles get in the way •  Start with landing pages •  Take chances; test big •  Plan before you test •  Test beyond landing pages

FREE LPO Benchmark Report from Marketing Sherpa

•  $447 Value •  FREE from Webtrends

Sessions You Must See •  Wed @ 3:30pm: Driving Conversion with

Performance Marketing –  Kirk Ramble, Principal Optimization Consultant, Webtrends

•  Wed @ 11: Building a Program: Deciding What to Test First and What to Test Next –  Tom Waterfall, Directory Optimize Strategy, Webtrends –  Frans Poldervaart, Web Analytics Mgr, KLM

•  Wed @3:50: Targeting: Identifying Opportunities, Segmenting Visitors, and Delivering Optimal Content –  Jason Miller, CTO of Technology, Motorcycle Superstore –  Allen Miller, UI/UX Mgr., Motorcycle Superstore –  Jay Sahourieh, Director of Optimize Sales, Webtrends

Rate Session

& Speakers/ Panelists

Thank You

Karen Wood, Sr. Product Marketing Manager Kirk Ramble, Principal Optimization Consultant

Webtrends

blogs.webtrends.com

kirk.ramble@webtrends.com karen.wood@webtrends.com