Landing Page Optimization: How to Get a 258% Conversion Lift—Or More!

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How to Get a 258% Conversion Lift—Or More!


| Why Landing Pages?

Increased Conversions = Increased Bottom Line

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• Best First Impression:– You’ve only got one shot to capture

• Reduce Clutter/Noise:– Have a focused conversion goal

• Increase Relevance– Give them exactly what they clicked for

Your Best First Impression


| Testing…One…Two?

What Has Been Your Experience?

“68.2% of marketers saw an increase in conversion when they altered their landing pages depending on offers or search terms”

– MarketingSherpa

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“42% of marketers have tried A/B tests, 20.5% have tried multivariate tests, and 9.1% have

attempted Taguchi-style multivariate tests” – MarketingSherpa


Landing Page Testing Roadmap

| What To Test?5

• Start with an A/B Design Test– Declare a champion!

• Then Test (in Priority Order):– Headlines– CTA Button Copy/Links– Button Color– Graphics– # of Form Fields– Body Test

• And Finally: Multivariate/Taguchi


| What To Measure?6

• Conversion Goals:– Purchases– Downloads (e.g. whitepapers)– Registrations (e.g. webinars)– Opt-ins

• Page Exits:– Time on site– Bounce %

• Mouse/Eye Paths:– Scrolling– Focus Areas

Conversions Matter!


| Test Your Landing Page Intuition

Version A? Version B?

Source: WhichTestWon.com

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| Best Practices Are Not Guarantees

Version A

45%+ Sign ups; 2.8%+ AVG order; 10.3%- Bounce

Version B

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| Tele-Prospecting Opt-in vs. Email Opt-in 9

• Setting:– Large B2B technology company

• Objectives:– Alternative to telephone-based opt-in collection– Improve benchmarks for landing page

conversation rates

• Approach:– Email to a multi-step microsite

• Test Plan:– Landing page design– Premium offer incentive

Versus


| Reduce Distractions & Friction – Test #1

Results: 25% opt-in rate gain and 36.4% conversion rate gain

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• Reduce Distractions:– Navigation bar– Singular call-to-action

• Reduce Friction:– Only ask for email– Pre-populate data

• Emphasize Offer:– Large image– Respected author


| Focus on Value Proposition - Treatment

Results: 162.5% conversion lift & 258% from initial benchmark

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• Value Proposition Headline:– Free Report– Confidence in PDN

• Clear Supporting Bullets:– WIIFM

• Decrease Friction:– People don’t like to “Submit”


| Incentive Test to Gather Profiles12

• Each Page Has a Goal:– Present offer– Gather additional insight

• Value Exchange:– Premium incentive to gather

profile information

• Test Perceived Value:– Amazon gift card


| Which Incentive Won?

Win One of Twenty $25 Cards

Win One of Ten $50 Cards

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| Incentive Test Results

$50 Cards Converted at 31% Higher Rate

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| Audience Ideas?15


| MarketingExperiments Testing Ideas16

• More radical designs• White versus dark backgrounds

• “Ugly converts”• Provide excerpt from white paper offer

• Reader testimonials• Multivariate testing


| Landing Page & Testing Resources17

• Books/Courses:– MarketingSherpa – Landing Page Handbook ($500)– MarketingExperiments (Online Coursework, Webinars) – Get $50 OFF with

Promo Code: CAPTURE50– Landing Page Optimization by Tim Ash ($20)– Always Be Testing by Brian Eisenberg ($20)

• Websites:– http://blog.marketingexperiments.com– http://www.whichtestwon.com

• Tools:– CrazyEgg.com (Heat Maps)– Litmus.com (Cross Browser Testing)

http://blog.marketingexperiments.com/

http://www.whichtestwon.com/


| Questions?

Email: [email protected]: 800-705-2910 Twitter: @responsecapture or @troyobryanLinkedIn: http://www.linkedin.com/in/troyobryan

Thank You!

Always Be Converting™

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http://www.linkedin.com/in/troyobryan

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Landing Page Optimization: How to Get a 258% Conversion Lift—Or More!