case studies: turning browsers into buyers
TRANSCRIPT
Case Studies Turning Browsers into Buyers
Brandon Finch
Director eBusiness, Jelly Belly Candy Company [email protected]
SEO and SEM Landing Page Conversion Optimization through
A/B and Multivariate Testing
Brandon Finch Director of eBusiness,
Jelly Belly Candy Company
• Hands-on in ecommerce since 2000 • Started with Patagonia’s Web Team • Worked for leading brands encompassing outdoor,
footwear, apparel and motorsports • Currently Director of eBusiness for JBCC
A Quick History of Brandon Finch
• My perspective is mine – You’ll have to develop your own perspective
• I don’t know what you don’t know – We’ll start at the beginning
• You can’t do it all – Prioritize – Do what you can do
Some Things to Know
• There are so many “conversion” scenarios – Define “conversion” for your business
• Email and/or SMS sign-up • Lead generation • Product purchase • Or…?
• And there are so many factors influencing conversion
• We’ll focus most on SEM by Retailers – Applicable to other marketing efforts
This is a Huge Subject Because…
I went looking for a hotel…
…and here’s what I got
Next!
Ah – much better!
Agoda.com paid for the click, not my business!
Conversion doesn’t happen in a vacuum – consider the complete funnel. • Other pages contribute (or detract)
– Product page – Shopping cart – Checkout pipeline – …and more
• Other factors contribute, too
The LP isn’t Everything
The accepted triumvirate for success is: 1. Traffic 2. Conversion 3. AOV
Taken together, these are your Revenue Per Visitor (RPV) factors.
Conversion isn’t Everything
To maximize conversions, get visitors to the right page: • The page has a specific purpose • The page is somehow tied to a campaign
– Accidental LP: already exists and is indexed (SEO) or chosen (SEM)
– Planned LP: created for indexing (SEO) or for a campaign (SEM)
• The page meets the customer’s expectation
LP Conversion Basics
• Relevance… – Search’s secret sauce (both SEO and SEM) – Prominent content is key – Natural language is best
• …which is provided by Information – What question does the page answer? – Is there a clear value proposition? – Can the customer accomplish the goal?
Good LP Design has:
The “level” of the Landing Page MUST match the “level” of the search: • More specific means more specific
– Brand-level phrases = brand pages – Category phrases = category pages – Product phrases = category or product pages
Where to Land?
Search Phrase “Polo Shirt”:
Relevance and Level #1
Resulting page:
Relevance and Level #1
Why not this?
Relevance and Level #1
Search Phrase “Polo Shirt”
Relevance and Level #2
Resulting page:
Relevance and Level #2
Why not this?
Relevance and Level #2
Page design should be… • In line with your brand • In line with the ad • User-focused
– Pay homage to what they need, not what the business needs – Strip out the excess – avoid overload – Give a clear value proposition (quality, price, differentiation) – Give a strong and clear CTA
• Refined – This is your first date! – Use your best copy – Use your best images
Best Practices for LP Conversions
Search Phrase “A/B Testing Tools”:
Who Got it Right?
Search Phrase “A/B Testing Tools”:
Who Got it Right?
WiderFunnel distills it to PIE: • Potential
– What pages are worst according to analytics and the customer?
– How much can they be improved? • Importance
– What pages get the most traffic and drive revenue? – How much does the traffic cost?
• Ease – What’s realistic, technically and politically?
Test, Test, Test
• Font – Typography, Size, Color
• Images (types, not specifics) • Content (more complex decision = more
information needed) • Product organization (list vs. grid vs. ???) • Refinement (facets and filters)
– Price, Size, Color, Shape • Social proof
– Ratings, Reviews,Testimonials
Test the Elements
Revenue per Visitor (RPV) per LP • Traffic – good traffic • Conversions – the right images, information, CTA • AOV – easy to accessorize/up-sell
Ask – How does your landing page support this?
Measure your Success
Home Page Split Buttons
Jelly Belly Testing, What Worked:
Shop with Trust Seals
Jelly Belly Testing, What Worked:
International vs. No Tax Green vs. No Tax Red
Jelly Belly Testing, What Worked:
Results Page Info Banner
Jelly Belly Testing, What Worked:
3x vs. 4x Grid
Jelly Belly Testing, What Worked:
Left Navigation Removed vs. Left Navigation
… And What Didn’t
Roll-over Button
… And What Didn’t
• SLI Systems’ Conversion Optimizer (www.sli-systems.com) • Optimizely.com • SearchEngineLand.com • KissMetrics.com • WiderFunnel.com
Additional Resources
Case Studies Turning Browsers into Buyers
Brandon Finch
Director eBusiness, Jelly Belly Candy Company [email protected]