eloqua landing page optimization and best practices
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I Y L di g P g C ti g Vi it ?Is Your Landing Page Converting Visitors?REVENUE LIFECYCLE SKILLS COURSE
CAMPAIGN MANAGEMENT ESSENTIALS
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Copyright2010. EloquaLimited.
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Agenda Step 1: Understand Motivation Step 2: Optimize RelevanceStep 2: Optimize Relevance Step 3: Optimize Layout Step 4: Ensure Compliance Step 5: Testp Landing Page Design Optimization Checklist
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Offer A Clear Path
Consider where your visitors are coming from visitors are coming from
and where they are going.
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Step 1: Understand Motivation
a) Value Proposition: Is it meaningful?meaningful?
b) Familiarity: Is it seamless?b) Familiarity: Is it seamless?
c) Trust: Are the claims valid?c) Trust: Are the claims valid?
d) Effort: Is it easy to engage?d) Effort: Is it easy to engage?
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Value Proposition Clear and Meaningful
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Familiarity: Seamless experience
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Trust: Third Party Validation
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Trust: Certified
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Effort: Incentive v. Friction
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Effort: Incentive v. Friction
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Effort: Progressive Profiling
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Effort: Share
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Step 2: Optimize Relevancea) Personalization: Is it
appropriate?appropriate?
b) Imagery: Does it engage or b) Imagery: Does it engage or repel?
c) Tone: Does it reduce anxiety?
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Personalization
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Imagery Support Value Proposition
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Imagery Support the Value Proposition
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Imagery - EngageGOAL:
Capture additional leads for golf memberships.
SOLUTION:
(1) Pictures are taken on the course. ( )
(2) An email is sent with a PURL address where the foursome can access their picture.
(3) Refer-A-Friend(3) Refer A Friend
RESULTS:
Open rate - 77.21%
CTR - 80.99%
10.54% Conversion Rate
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Language and Tone - Interactivegetsocial.oracle.com
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Optimizing Relevance: Scanningpaper.com
Goal: Increase Conversion By Optimizing RelevanceResults:
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Results: 1,991 Unique Visitors (9.5% CTR) 205 Inquiries (10.3% Conversion)
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Personalization, Imagery, Language
The images and the text are dynamically populated based on Lead Industry.
The welcoming message includes Lead - First Name, Job Function, Company, and Industry.
Content targeted based on Lead Industry.
Customer examples the case studies and the Customer examples, the case studies, and the solutions in action content is also dynamically served based on the Lead Interest.
Content is based on Lead Solution I t t
Progressive Profiling: only asks questions for which we have no data.
Interest.
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Content is based on Interest - Document Type.
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Step 3: Optimize Layout
a) Eye Path: Where does the eye go?go?
b) Call To Action: Is it clear and b) Call-To-Action: Is it clear and accessible?
c) Navigation: Does it confuse?
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Eye Path: Where does the eye go?
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Call-To-Action: Offer Choices
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Call-To-Action - Buttons Matter Remove all buttons and links from near the
submit button.
Test color, shape, language, and location.
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Call-To-Action - Buttons Matter
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Navigation: Leverage the Footer
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Step 4: Ensure Compliance
Is the design brand compliant?
Privacy Policy: Is it clear and posted?p
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Pulling It All Together
Cl d
Appropriate Navigation
Brand Compliant
Clear and meaningful value prop
Trust: Testimonial
Incentive v. Friction
Relevant Imagery
Strong B tton L d Strong Button Language and TOne
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Privacy Policy
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Layout Wireframe: Lead GenerationPrimary Objective:
Capture Email
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Layout Wireframe: Nurturing CampaignPrimary Objective:
Complete Profile d M and Measure
Engagement
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Layout Wireframe: Event RegistrationPrimary Objective:
Ensure Registration and
Encourage AttendanceEncourage Attendance
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Test Browser Compatibility
B S t Browser Shots.com
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Step 5: Test
There are no absolutes. Testing yields best Testing yields best
optimization results.
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What Drives Conversion?
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Testing Answers QuestionsIs the messaging easy to understand?
Is the call to action more compelling?Is the call to action more compelling?
What are barriers for prospects to convert to a lead?
Are we asking for too much information?
Do prospects understand the offer and find it valuable?
Which topics resonates the best with this segment?
Which layout drives the highest conversion?Which layout drives the highest conversion?
Which images create higher levels of engagement?
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Which One Performed Best?
After: 74.6%Before: 50.2%
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Which One Performed Best?
Happy doctor with machine 45%
Image the machine produces18%
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Getting Started1. Decide WHAT to test.
2 Set up a control group and a test group 2. Set up a control group and a test group.
3. Test each element separately.When you vary only one feature you can observe to what When you vary only one feature, you can observe to what degree (if at all) people respond differently to that variation.
4. Determine which variable showed the best results.Most email responses will come within 24 - 48 business phours. Once you determine which variable had the best results, use that variable for the remaining 90% of your distribution list
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distribution list.
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Fivesecondtest.com
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Landing Page Design Checklist
Motivation Relevance Layout Compliance
Value Proposition Personalization Eye Path Brand Value PropositionIs it meaningful to your recipient?
FamiliarityIs this a location where your
PersonalizationDoes it match the relationship?
ImageryDoes it support the
Eye PathWhere does the eye go? And for how long?
Call-To-ActionIs it clear and accessible?
BrandIs it compliant with corporate standards?
LegalIs it compliant with privacy Is this a location where your
visitor expected to land based on where they came from?
TrustDoes the visitor believe your
Does it support the connection to the value proposition?
Language & ToneDoes it reduce anxiety and
Is it clear and accessible?
NavigationDoes it build the relationship or cause confusion?
Is it compliant with privacy policies?
Does the visitor believe your claims?
EffortIs it easy to take the desired action?
Does it reduce anxiety and engage?
action?
Test & Optimize
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Laura CrossB t P tiBest Practices
949-235-5011laura cross@eloqua com
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[email protected]: @lauracross