five tips for landing page optimization

Five Tips for Landing Page Optimization

Tom WentworthVP, Web Solutions

tom.wentworth@ektron.com @twentworth12 on Twitter

Agenda

What is Landing Page Optimization

Five Tips for Landing Page Optimization

Additional Resources

Questions and Next Steps

What is a Landing Page?

Revenue, Leads, Subscriptions, Registrations, Donations, etc.

What is Landing Page Optimization (LPO?)

z

Optimize conversion rates through testing the page

factors that influence user actions

Optimize Landing Pages with Website Testing

Test copy, images, pricing, call to action, layout

Track Revenue, Leads, Subscriptions, Registrations, Donations

A|B vs. Multivariate

Five Tips for Landing Page Optimization

1. Select the right tool for the Job

2. Testing the Three C’s

3. Pick the Right Pages

4. Know When to Hold Em…

5. Rinse. Lather. Repeat.

#1 Select the Right Tool for the JobWhen to use A|B vs. Multivariate

#1 Select the Right Tool for the Job A|B Testing

Test Broader Page Concepts “Low Hanging Fruit” Lower Traffic Requirements Difficult to Control External Factors

Multivariate Testing More Learning More Complexity, Planning, Traffic

Starting with A|B Testing

A B(Leader: A – 44% more Registrations)

Evolve with Multivariate Testing

B

A

D

E

C

Ektron Marketing Optimization Suite at Take Charge America

Challenger Champion

38% - 4% over lift

Landing Page Optimizationat Lloyds TSB

Full range of banking and financial services

5th largest bank in Europe

Results: 90% increase in visitors 150% increase in leads 30% increase in visitor

to registered lead conversion rate

#2 Testing the Three C’s

Content, Copy, Call-to-Action

#2 Testing the Three C’s

Content Test Images, layout, forms, rich

media, social widgets Copy

Strong, Clear, Direct Headline Call To Action

Be Specific, Obvious, and Singular

Sony Email Test

Source: http://whichtestwon.com

13.9% More Revenue

#3 Select The Right Pages to TestContent, Copy, Call-to-Action

#3 Select the Right Pages to Test

A single, specific and “easy to measure” goal

A page with a poor conversion rate

Enough conversions to test in a reasonable amount of time

#4 Know When to Hold Them…

Resist the Temptation to End Early

#4 Know When to Hold Em

Don’t stop running a test too early or too lateToo early risks promoting the wrong version

Too late wastes time that could be spent on new tests

Statistical SignificanceQuestion: A Roulette Table Shows Red Coming up 10 times in a row should you:

a) Bet on Red, the table is biased!

b) Bet on Black, it’s due!

c) Walk away, Roulette Odds are Terrible!

Statistical SignificanceQuestion: A Roulette Table Shows Red Coming up 10 times in a row should you:

a) Bet on Red, the table is biased!

b) Bet on Black, it’s due!

c) Walk away, Roulette Odds are Terrible!

#5 Rinse. Lather. Repeat

Drive a Culture of Continuous Improvement

\“Continuous Improvement is Better than Delayed Perfection”

- Mark Twain

Design for Continuous Improvement

Ektron Marketing Optimization Suite

Drive revenue growth

Analytics Content targeting Multivariate testing Search engine

optimization

Multivariate Testing

Quickly create A|B split tests or full multivariable tests

Test copy, images, pricing, call to action, layout

Set conversion goals and automatically promote winning version

Combine targeting and testing to test response per segment

Additional Resources

Ektron Whitepaper – Fail Faster with Multivariate Testing

http://www.ektron.com/literature/whitepapers/fail_faster_with_multivariate_testing.pdf

Sample Size Estimation Tool

http://www.websharedesign.com/tools/sample-size-estimation-tool/

Tim Ash “Seven Deadly Sins of Landing Page Design” Webinar

http://www.youtube.com/watch?v=erdEZvOq6wo

Occam’s Razor Blog by Avinash Kaushik

http://www.kaushik.net/avinash/

About Ektron

Ektron Inc. brings innovative web technology to everyone Web content management, marketing

optimization and social software Headquartered in Nashua, New

Hampshire Offices in Australia, Canada, Singapore

and the United Kingdom Over 8000 Customers

Questions and Next Steps

To learn more about Landing Page Optimization and the

Ektron Marketing Optimization SuiteVisit http://ektron.com/marketingoptimization

Thank You!

Tom Wentworth VP, Web Solutions

tom.wentworth@ektron.com @twentworth12 on Twitter