Five Tips for Landing Page Optimization

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    31-Oct-2014

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<p> 1. Five Tips for Landing Page Optimization<br />Tom Wentworth<br />VP, Web Solutions<br />tom.wentworth@ektron.com @twentworth12 on Twitter<br /> 2. Agenda<br />What is Landing Page Optimization<br />Five Tips for Landing Page Optimization<br />Additional Resources<br />Questions and Next Steps<br /> 3. What is a Landing Page?<br />Revenue, Leads, Subscriptions, Registrations, Donations, etc.<br /> 4. What is Landing Page Optimization (LPO?)<br />Optimize conversion rates through testing the page factors that influence user actions<br />z<br /> 5. Optimize Landing Pages with Website Testing<br />Test copy, images, pricing, call to action, layout<br />Track Revenue, Leads, Subscriptions, Registrations, Donations<br /> A|B vs. Multivariate<br /> 6. Five Tips for Landing Page Optimization<br />Select the right tool for the Job<br />Testing the Three Cs<br />Pick the Right Pages<br />Know When to Hold Em<br />Rinse. Lather. Repeat.<br /> 7. #1 Select the Right Tool for the Job<br />When to use A|B vs. Multivariate<br /> 8. #1 Select the Right Tool for the Job<br />A|B Testing<br />Test Broader Page Concepts<br />Low Hanging Fruit<br />Lower Traffic Requirements<br />Difficult to Control External Factors<br />Multivariate Testing<br />More Learning<br />More Complexity, Planning, Traffic<br /> 9. Starting with A|B Testing<br />B<br />A<br />(Leader: A 44% more Registrations)<br /> 10. Evolve with Multivariate Testing<br />E<br />D<br />B<br />A<br />C<br /> 11. Ektron Marketing Optimization Suite at Take Charge America<br />Challenger<br />Champion<br />38% - 4% over lift<br /> 12. Landing Page Optimizationat Lloyds TSB<br />Full range of banking and financial services<br />5th largest bank in Europe<br />Results:<br />90% increase in visitors<br />150% increase in leads<br />30% increase in visitor to registered lead conversion rate<br /> 13. #2 Testing the Three Cs<br />Content, Copy, Call-to-Action<br /> 14. #2 Testing the Three Cs<br />Content<br />Test Images, layout, forms, rich media, social widgets <br />Copy<br />Strong, Clear, Direct Headline<br />Call To Action<br />Be Specific, Obvious, and Singular<br /> 15. Sony Email Test<br />13.9% More Revenue<br />Source: http://whichtestwon.com<br /> 16. #3 Select The Right Pages to Test<br />Content, Copy, Call-to-Action<br /> 17. #3 Select the Right Pages to Test<br />A single, specific and easy to measure goal<br />A page with a poor conversion rate<br />Enough conversions to test in a reasonable amount of time<br /> 18. #4 Know When to Hold Them<br />Resist the Temptation to End Early<br /> 19. #4 Know When to Hold Em<br />Dont stop running a test too early or too late<br />Too early risks promoting the wrong version<br />Too late wastes time that could be spent on new tests <br /> 20. Statistical Significance<br />Question: A Roulette Table Shows Red Coming up 10 times in a row should you:<br />Bet on Red, the table is biased!<br />Bet on Black, its due!<br />Walk away, Roulette Odds are Terrible!<br /> 21. Statistical Significance<br />Question: A Roulette Table Shows Red Coming up 10 times in a row should you:<br />Bet on Red, the table is biased!<br />Bet on Black, its due!<br />Walk away, Roulette Odds are Terrible!<br /> 22. #5 Rinse. Lather. Repeat<br />Drive a Culture of Continuous Improvement<br /> 23. <br />Continuous Improvement is Better than Delayed Perfection<br /> - Mark Twain<br /> 24. Design for Continuous Improvement<br /> 25. Ektron Marketing Optimization Suite<br />Drive revenue growth<br />Analytics<br />Content targeting<br />Multivariate testing<br />Search engine optimization<br /> 26. Multivariate Testing<br />Quickly create A|B split tests or full multivariable tests<br />Test copy, images, pricing, call to action, layout<br />Set conversion goals and automatically promote winning version<br />Combine targeting and testing to test response per segment<br /> 27. Additional Resources<br />Ektron Whitepaper Fail Faster with Multivariate Testing<br />http://www.ektron.com/literature/whitepapers/fail_faster_with_multivariate_testing.pdf<br />Sample Size Estimation Tool<br />http://www.websharedesign.com/tools/sample-size-estimation-tool/<br />Tim Ash Seven Deadly Sins of Landing Page Design Webinar<br />http://www.youtube.com/watch?v=erdEZvOq6wo<br />Occams Razor Blog by AvinashKaushik<br />http://www.kaushik.net/avinash/<br /> 28. About Ektron<br />Ektron Inc. brings innovative web technology to everyone <br />Web content management, marketing optimization and social software<br />Headquartered in Nashua, New Hampshire<br />Offices in Australia, Canada, Singapore and the United Kingdom<br />Over 8000 Customers<br /> 29. Questions and Next Steps<br />To learn more about Landing Page Optimization and the <br />Ektron Marketing Optimization Suite<br />Visit http://ektron.com/marketingoptimization<br />Thank You!<br />Tom Wentworth VP, Web Solutions<br />tom.wentworth@ektron.com @twentworth12 on Twitter<br /></p>