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Keys to a Successful Landing
Page
Andrew EisnerVice President, Client Services
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Optimost Background
Optimost helps customers improve their conversion rates online through real-time testing
Company founded in 2001First on-demand multivariable optimization solutionMarket leader – most diverse client base
Entire company and platform built with mindset of multivariable optimization
Methodology: developed with experts from Harvard Business School, Columbia Business School, Yale School of ManagementTechnology: content management, analyticsFull-service: dedicated client services team to support test design, production, and analysis
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Over 150 Customers
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Key Concepts
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Not Just One Decision….
YES
NO
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Many Minidecisions
YESNOYES
NO
YESNO
YESNO
YESNO
YESNO
YESNO
YESNO
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keyword group: legal musickeyword group: burn music
keyword group: buy musickeyword group: radio
Not Just “A” Landing Page
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“Radio” Keywords
Winning Bullet Points Losing Bullet Points
EXAMPLE: Winning bullet points varied by keyword segment
“Radio” Keywords
“Buy Music” Keywords “Buy Music” Keywords
“Legal Music” Keywords “Legal Music” Keywords
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EXAMPLE: Adding price information to bullet points increased response in Yahoo segment, even though it had
no impact in non-PPC segment
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Don’t Need To Do Complete Redesign
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Control Winner +16.2%
Vs.
EXAMPLE: Minor Changes Make A Major Difference
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Control Winner +36.7%
EXAMPLE: Minor Changes Make A Major Difference
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EXAMPLE: Minor Changes Make A Major Difference
Control Winner +16.2%
Vs.
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What Works (and Doesn’t Work)
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Copy
Amount of Copydo you need it all?
Are “Benefits” Really BenefitsHeadline/Header Construction
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EXAMPLE: Keeping instructions simple worked best
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EXAMPLE: Removing “No Spam” improved performance
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EXAMPLE: Satisfaction Guaranteed is important benefit
Subscriptions +11.1%
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EXAMPLE: Changing headline into question improved response
Vs.
baseline
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Vs.
baseline
EXAMPLE: Small header changes can make a difference
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Layout
Ordering of CopyKeep It Simple
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EXAMPLE: Order of Copy Blocks had substantial impact on response rates
Clicks to Order -10.6% Control Clicks to Order +8.4%
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Vs.
UCTR = + 35.4%baseline
EXAMPLE: Order of Copy Blocks had substantial impact on response rates
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EXAMPLE: Simple Layout Performed Best
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Images
PeopleCelebritiesCEOs, Writers, etc.
Endorsements
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EXAMPLE: Barry Williams Had a Positive Impact
C = 4
Confirmation = Cart =
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EXAMPLE: Author’s Picture Had Negative Effect
Baseline
Clicks to Order = +3.1%
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EXAMPLE: Endorsements outperformed “Free” messaging
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What Works (and Doesn’t Work)
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Submit Buttons
Be Cool At Your Own Risk CopySizeLocation
Flashing Buttons
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EXAMPLE: “Click Here” buttons did significantly better
Vs.
baseline
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EXAMPLE: Red order button was successful
Vs.
baseline
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EXAMPLE: Animated button did very well in promo group,but poorly in generic group
Vs.
baseline UAR promo group = +7.8%UAR generic group = -5.2%
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How to Optimize
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The Traditional ProcessA/B Testing
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The Traditional Process A/B Testing
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The Traditional Process A/B Testing
20%
24% (+20% lift)NOTE: for illustrative
purposes only - not real data!!!!
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Why A/B Testing Is Not Optimal
20%
24% (+20% lift)
-10% +20%
+10%
NOTE: for illustrative purposes only - not real
data!!!!
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Why A/B Testing Is Not Optimal
20%
26% (+30% lift)
0% +20%
+10%
NOTE: for illustrative purposes only - not real
data!!!!
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Why A/B Testing Is Not Optimal Serial A/B Testing
Month 1: Image
Month 2: Headline
Month 3: Form LayoutMonth 4: Submit ButtonMonth 5: Endorsements
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A Better Solution:Multivariable Optimization
Images Used
Layout; including
Right/Left
Main headline
Copy and Order
Of Sell Points
Endorsements
Form Headline
Copy
Form Layout
Submit Buttons
Include Phone
Number?
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A Better Solution:Multivariable Optimization
Main Headline:1) Lose 10 Pounds by April 202) Want to Lose 10 Pounds?3) Get the Perfect Diet for YOU4) Get Your Free Diet Profile
Copy and Order of Sell Points:
1) What makes eDiets different?- 24/7 Support- Convenience and Privacy- No meeting to attend- No expensive foods to buy
2) What makes eDiets different?- Customized meal plans and shopping lists- 24/7 Support- Convenience and Privacy- No meeting to attend- No expensive foods to buy
3) Top 5 reasons to join eDiets- Customized meal plans and shopping lists- 24/7 Support- Convenience and Privacy- Personalized fitness plans and workouts- Expert health and fitness advice
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Potentially Millions of Possible Permutations
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Much Fewer Needed for Reliable Results
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Much Fewer Needed for Reliable Results
35%
29%
29%
31%
30%
30%
34%
38%
30%
29%
NOTE: for illustrative purposes only - not real
data!!!!
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Multivariable Optimization
Winner
+15%
NOTE: for illustrative purposes only - not real
data!!!!
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Multivariable Optimization
Winner Individual Effects-4% +15%
+9%
-3%
-4%
-3%
+5%
+15%
NOTE: for illustrative purposes only - not real
data!!!!
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Multivariable Optimization
Winner Individual Effects-4% +15%
+9%
-3%
-4%
-3%
PredictedWinner
+5%
+15%
+29%
NOTE: for illustrative purposes only - not real
data!!!!
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Why Isn’t This Done In “Real World”?
Real World Internet
Creative cost would be prohibitive
Technology can result in huge efficiency in creative development
Getting large enough sample would be prohibitive
Finding target audience is easy (and can be performance-based)
Guaranteeing “balanced” sample size is difficult
Technology easily manages this
Timeline for response loop is too long
Real-Time TrackingInstant Iterating”
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Benefits of Multivariable OptimizationAbility to test multiple variables and values
simultaneously, without increasing sample sizeTimeline significantly reducedCan test “Non-Obvious” factors
Find best solution out of much higher quantity of versions
Actual data on best out of 200 rather than best out of 2Ability to predict the best out of 2 million rather than best out of 2
Learn where to focus developments efforts going forwardDiscover how much each variable contributes to performance
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Methodology Is Critical
Test Population Evenly DistributedDay of WeekTime of DaySource of Traffic
Choose Values in Logical, Methodical FashionMultivariable Testing: Can’t Choose Versions At RandomIs It Statistically Significant?
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Final Thoughts
Be Adventurous!Limited Downside and Unlimited Upside
There Are Always Ways to ImproveUntil you’re getting 100% conversion rates, you can do better!