bootcamp landing page optimization
Post on 20-Oct-2014
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DESCRIPTION
The presentation discusses the impact of landing page optimization to marketing campaigns.TRANSCRIPT
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> Landing page tes-ng < Smart data driven marke-ng
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> Short but sharp history
§ Datalicious was founded late 2007 § Strong Omniture web analy-cs history § Now 360 data agency with specialist team § Combina-on of analysts and developers § Carefully selected best of breed partners § Driving industry best prac-ce (ADMA) § Turning data into ac-onable insights § Execu-ng smart data driven campaigns
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> Smart data driven marke-ng
August 2011 © Datalicious Pty Ltd 3
Media A;ribu-on & Modeling
Op-mise channel mix, predict sales
Tes-ng & Op-misa-on Remove barriers, drive sales
Boos-ng ROI
Targeted Direct Marke-ng Increase relevance, reduce churn
“Using data to widen the funnel”
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> Clients across all industries
August 2011 © Datalicious Pty Ltd 4
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> What methods work best?
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Google: “econsultancy tes-ng buyers guide”
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Don’t reinvent the wheel
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August 2011 © Datalicious Pty Ltd 7
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“landing page op-misa-on”
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The holy trinity of tes-ng
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> The holy trinity of tes-ng 1. The headline – Have a headline! – Headline should be concrete – Headline should be first thing visitors look at
2. Call to ac-on – Don’t have too many calls to ac-on – Have an ac-onable call to ac-on – Have a big, prominent, visible call to ac-on
3. Social proof – Logos, number of users, tes-monials, case studies, media coverage, recommenda-ons, etc
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> Online form best prac-ce
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Maximise data integrity Age vs. year of birth Free text vs. op-ons
Use auto-‐complete wherever possible
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The li;le things count
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> It’s the small things that count
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Challenge your perspec-ve
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> ClickTale heat maps
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The phone s-ll rings
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> Use unique phone numbers
August 2011 © Datalicious Pty Ltd 17
2 out of 3 callers hang up as they cannot get their informa-on fast enough. Unique phone numbers can help improve call experience.
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> Jet Interac-ve call analy-cs
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Sta-s-cal significance?
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How many survey responses do you need if you have 10,000 customers?
How many email opens do you need to test 2 subject lines if your subscriber base is 50,000?
How many orders do you need to test 6 banner execu-ons if you serve 1,000,000 banners
Google “nss sample size calculator” August 2011 © Datalicious Pty Ltd 20
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How many survey responses do you need if you have 10,000 customers?
369 for each ques-on or 369 complete responses
How many email opens do you need to test 2 subject lines if your subscriber base is 50,000? And email sends? 381 per subject line or 381 x 2 = 762 email opens
How many orders do you need to test 6 banner execu-ons if you serve 1,000,000 banners?
383 sales per banner execu-on or 383 x 6 = 2,298 sales
Google “nss sample size calculator” August 2011 © Datalicious Pty Ltd 21
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Targe-ng before tes-ng
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Test Segment Content Success Difficulty Poten-al
Test #1A New prospects
Acquisi-on offer A
Click, order, etc
Low $50k Test #1B New
prospects Acquisi-on offer B
Click, order, etc
Test #2A Exis-ng customers
Up-‐sell offer A
Click, order, etc
High $100k Test #2B Exis-ng
customers Up-‐sell offer B
Click, order, etc
> Targe-ng and tes-ng matrix
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Think outside the box
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August 2011 © Datalicious Pty Ltd 25
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Apple iPhone 4 black
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On-‐site segments
Off-‐site segments
> Combining ad plalorms
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CRM
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> Lead nurturing and follow-‐up
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> The Datalicious SuperTag
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SuperTag
Ad Servers
Paid Search
Affiliate Programs
Behavioral Targe-ng
A/B Tes-ng Heat Maps
Live Chat
Web Analy-cs
Media A;ribu-on
Easily implement and update any tag on any websites without IT involvement. De-‐duplicate conversions and collect media a_ribu-on data to boost return on ad spend. Implement complex re-‐targe-ng strategies across pla`orms to increase response rates. Enable advanced features such heat maps, tes-ng and live chat to op-mise conversions.
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August 2011 © Datalicious Pty Ltd 30
Contact us [email protected]
Learn more
blog.datalicious.com
Follow me twi;er.com/datalicious
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Data > Insights > Ac-on
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