engage 2013 - landing page optimization
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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
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