landing page optimization: how to get a 258% conversion lift—or more!
DESCRIPTION
Landing page best practices and specific examples that will help you start testing and increase conversions in your marketing campaignsTRANSCRIPT
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How to Get a 258% Conversion Lift—Or More!
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© 2010 Response Capture | All Rights Reserved
| Why Landing Pages?
Increased Conversions = Increased Bottom Line
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• Best First Impression:– You’ve only got one shot to capture
• Reduce Clutter/Noise:– Have a focused conversion goal
• Increase Relevance– Give them exactly what they clicked for
Your Best First Impression
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© 2010 Response Capture | All Rights Reserved
| Testing…One…Two?
What Has Been Your Experience?
“68.2% of marketers saw an increase in conversion when they altered their landing pages depending on offers or search terms”
– MarketingSherpa
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“42% of marketers have tried A/B tests, 20.5% have tried multivariate tests, and 9.1% have
attempted Taguchi-style multivariate tests” – MarketingSherpa
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Landing Page Testing Roadmap
| What To Test?5
• Start with an A/B Design Test– Declare a champion!
• Then Test (in Priority Order):– Headlines– CTA Button Copy/Links– Button Color– Graphics– # of Form Fields– Body Test
• And Finally: Multivariate/Taguchi
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© 2010 Response Capture | All Rights Reserved
| What To Measure?6
• Conversion Goals:– Purchases– Downloads (e.g. whitepapers)– Registrations (e.g. webinars)– Opt-ins
• Page Exits:– Time on site– Bounce %
• Mouse/Eye Paths:– Scrolling– Focus Areas
Conversions Matter!
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© 2010 Response Capture | All Rights Reserved
| Test Your Landing Page Intuition
Version A? Version B?
Source: WhichTestWon.com
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| Best Practices Are Not Guarantees
Version A
45%+ Sign ups; 2.8%+ AVG order; 10.3%- Bounce
Version B
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© 2010 Response Capture | All Rights Reserved
| Tele-Prospecting Opt-in vs. Email Opt-in 9
• Setting:– Large B2B technology company
• Objectives:– Alternative to telephone-based opt-in collection– Improve benchmarks for landing page
conversation rates
• Approach:– Email to a multi-step microsite
• Test Plan:– Landing page design– Premium offer incentive
Versus
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| Reduce Distractions & Friction – Test #1
Results: 25% opt-in rate gain and 36.4% conversion rate gain
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• Reduce Distractions:– Navigation bar– Singular call-to-action
• Reduce Friction:– Only ask for email– Pre-populate data
• Emphasize Offer:– Large image– Respected author
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| Focus on Value Proposition - Treatment
Results: 162.5% conversion lift & 258% from initial benchmark
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• Value Proposition Headline:– Free Report– Confidence in PDN
• Clear Supporting Bullets:– WIIFM
• Decrease Friction:– People don’t like to “Submit”
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| Incentive Test to Gather Profiles12
• Each Page Has a Goal:– Present offer– Gather additional insight
• Value Exchange:– Premium incentive to gather
profile information
• Test Perceived Value:– Amazon gift card
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| Which Incentive Won?
Win One of Twenty $25 Cards
Win One of Ten $50 Cards
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| Incentive Test Results
$50 Cards Converted at 31% Higher Rate
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| Audience Ideas?15
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| MarketingExperiments Testing Ideas16
• More radical designs• White versus dark backgrounds
• “Ugly converts”• Provide excerpt from white paper offer
• Reader testimonials• Multivariate testing
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© 2010 Response Capture | All Rights Reserved
| Landing Page & Testing Resources17
• Books/Courses:– MarketingSherpa – Landing Page Handbook ($500)– MarketingExperiments (Online Coursework, Webinars) – Get $50 OFF with
Promo Code: CAPTURE50– Landing Page Optimization by Tim Ash ($20)– Always Be Testing by Brian Eisenberg ($20)
• Websites:– http://blog.marketingexperiments.com– http://www.whichtestwon.com
• Tools:– CrazyEgg.com (Heat Maps)– Litmus.com (Cross Browser Testing)
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© 2010 Response Capture | All Rights Reserved
| Questions?
Email: [email protected]: 800-705-2910 Twitter: @responsecapture or @troyobryanLinkedIn: http://www.linkedin.com/in/troyobryan
Thank You!
Always Be Converting™
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