25bestkeptsecrets amaslideshare-120801130756-phpapp02
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twitter: @ioninteractivewww.ioninteractive.com
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25 BEST-KEPT LANDING PAGE SECRETS
[email protected]@ioninteractive
Wednesday, August 1, 12
twitter: @ioninteractivewww.ioninteractive.com
© i-on interactive, inc. All rights reserved.
Who we are:ion interactive
What we do:Landing page software & services
Why it matters:3x better conversion average
Who we do it for:Companies large and small
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twitter: @ioninteractivewww.ioninteractive.com
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Send the Right Message
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Maintaining message match
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Landing Page Targeting
‣Message match is a huge conversion factor‣ Lends to relevancy‣ Keep ad text and landing
page copy closely tied together‣ Give them what they want!
Secret1
Product Keyword
Brand Keyword
Need Keyword
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One landing page per source
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Landing Page TargetingSecret2
One Landing Page For:‣ Email‣ Pay-per-click‣ Social‣ e-Commerce‣Mobile visitors‣ Each language / country
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Keep landing pages campaign-specific
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Landing Page TargetingSecret3
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Reach every visitor with mobile optimization
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Landing Page TargetingSecret4
Offering a mobile-friendly alternative to your desktop landing page boosts
conversion.
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Use dynamic content substitution
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Landing Page TargetingSecret5
Types of Dynamic Content:‣ Dynamic keyword insertion‣ Content substitution & replacement
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Landing pages should be offer-specific
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Landing Page TargetingSecret6
Deliver a targeted message by separating landing pages by offer. Don’t send your December offer to a July landing page!
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Localize landing pages for better results
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Landing Page TargetingSecret7
North America Latin America Asia
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Segment, then deliver more relevant content.
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Landing Page TargetingSecret8
Segmentation allows your visitors to grade themselves, place themselves in buckets, and also see content that is more relevant to them
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Landing Page TargetingUse segmentation to grade your responses
Secret9
Grade A Grade B
Grade C
“CALL IMMEDIATELY” “DRIP PROGRAM”
“LEAVE ALONE”
Wednesday, August 1, 12
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Landing Page Testing Secrets
Wednesday, August 1, 12
Before you dive in, gather your tools
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Landing Page TestingSecret10
Testing is awesome, but...don’t start testing right away.
‣ Gather your web analytics‣ Time spent on site‣ Current top performers‣ Paid search campaign
results‣ Top performing ad groups‣ Brand standards‣ Feedback from the sales team
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Landing page testing happens in cycles
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Landing Page TestingSecret11
Innovate by Testing:
‣ Different templates, layouts, or
styles
‣ Interactive content
‣ Image or text-heavy pages
Iterate and Test Combinations of:
‣ Button styles, text, or colors
‣ Messaging
‣ Form fields
Wednesday, August 1, 12
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Landing Page TestingThere’s more than one way to test pages
Secret12
A/B split testingan easy way to start
optimizing your pages.
test different versionsof your landing
page experienceto determine a
winner.
segmentationtesting
gain valuableknowledge about your
visitors.
discover newsegments and delivertargeted messaging
MVT testingtest different
page elements, copy,calls-to-action, offers,
and interactivecontent.
Wednesday, August 1, 12
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Landing Page TestingYou can test virtually any page element
Secret13
1
2
3
45
6
1
2
3
4
5
6
Headlines and sub-headlines
Imagery
Calls-to-action, form fields
Interactive content
Body copy
Social content
Use Multivariate Testing to Compare:
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Landing Page TestingTest pages that are radically different
Secret14
MVT allows you to test smaller elements of your page, but you can’t be afraid of testing radically different pages.
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‣ One of the best things about
landing pages is that they’re
flexible and disposable.
‣ Celebrate victories, learn from
losses, and move on quickly!
‣ Remember: today’s top
performer could become
tomorrow’s passé page.
Don’t be ashamed of poor performersLanding Page TestingSecret
15
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‣ The results of one test for one
traffic source may be different
than the same test in a
different traffic source.
‣ Avoid declaring winners in
campaigns based on the
results of tests in other
campaigns.
Landing Page TestingSecret16 Like messaging, tests are source-specific
Wednesday, August 1, 12
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Landing Page TestingSecret17 Focus on the metrics that matter most to you
Which metrics are most important
for your organization to track?
‣ Conversion rates
‣ Time spent on page
‣ Segmentation
‣ Click behavior
‣ Purchase rates
Wednesday, August 1, 12
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In online testing, your significance level––how unlikely it is that your testing results are due to chance––is up to you.
Landing Page TestingSecret18 Determine how confident you want to be
Picking a Significance LevelPicking a Significance Level
Low-Medium (70-95%) High (>95%)
The risks associated with picking the wrong winner are somewhat low.
The risks associated with declaring the wrong winner are high.
The risks of not declaring a winner when one is present are somewhat high. You can afford to wait to declare a winner.
AND OR
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Testing is one of the easiest ways to improve campaign performance without increasing spend.
If you’ve reached a plateau, try:
‣ Changing your segments‣ Switching the form-factor or layout
of your landing page(s)‣ Experimenting with interactive
content on your pages
opportunity
conversion
optimization
Landing Page TestingKeep on testing your landing pages
Secret19
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Avoid These Common Mistakes
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Declaring a test winner too soonCommon MistakesSecret
20
Monitor your landing pages for immediate campaign performance insights.
Wait until your tests achieve statistical significance. A test result is typically statistically significant if the results are unlikely to have occurred by chance.
Allocate your traffic to winning pages and reap the benefits of higher conversion rates.
3-Point Landing Page Testing Cycle:
Wednesday, August 1, 12
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Isolate your results for a specific timeframeCommon MistakesSecret
21
Isolating your tests removes the possibility that confounding variables can skew your results and give you bad data.
Wednesday, August 1, 12
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When you’re testing your landing pages, be aware of how much traffic you’re sending to each page.
‣ More traffic = faster speed to significance.
‣ Traffic volume moderates the types of test you choose.
‣ Avoid testing alternative pages that are very similar to each-other.
‣ Testing many different layouts or elements requires more volume.
Avoid the never-ending testCommon MistakesSecret
22
Wednesday, August 1, 12
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Avoid confounding variables by isolating your variables for more accurate results.
Testing InconsistenciesCommon MistakesSecret
23
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CTA
You can’t easily test two CTA colors by using a different offer for each landing page.
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Thinking that landing pages can’t add to SEOCommon MistakesSecret
24
‣ “Humans this way, bots that way”
‣ Build SEO-specific creatives
‣ Include these landing pages on your
sitemaps
‣ Set redirects in case you close a URL or
defer traffic to a new one.
Landing pages can contribute in significant ways to
your search engine optimization efforts.
Wednesday, August 1, 12
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And the ‘Best Kept’ Landing Page Secret Is ...
Wednesday, August 1, 12
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createlanding pages,
microsites,social pages,page parts,and more.
publishgo live with the
click of a mouse.
testinstantly launchA/B and MVT
tests.
analyzerich, real-time
reportingcapabilities
Secret25
The best way to create a diverse landing page program is with LiveBall’s intuitive,
code-free landing page software
Wednesday, August 1, 12
twitter: @ioninteractivewww.ioninteractive.com© i-on interactive, inc. All rights reserved.
GET THE FREE 13-POINT LANDING PAGE CHECKLIST
‣ Before you launch your nextcampaign, be sure to runyour landing pages against thischecklist!
‣ Visit our website to download the guide:
www.ioninteractive.com/literature
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We’d love to connect and talk landing pages!
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