landing page optimization (#sesny)
TRANSCRIPT
Nathan RichterStrategic Services Director
Landing PageOptimization
@monetate New York | March 19-23, 2012 | #sesny
@monetate New York | March 19-23, 2012 | #sesny
NFLSHOP.COM
@monetate New York | March 19-23, 2012 | #sesny
works in the browser
viewer browser
single one-time cut & paste tag
@monetate New York | March 19-23, 2012 | #sesny
0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
20%14%
27%
12%6% 4% 4% 2% 1%
16%20%
31%
16%
7% 6% 2% 1% 0%
1 2 3-5 6-10 11-20 21-50 51-100 >100 >1000
Source: 2011 Conversion Report from eConsultancy
Response 2010: 222
Response 2019: 271
Who’s Testing Now?
61% do less than 5 tests per month
@monetate New York | March 19-23, 2012 | #sesny
Mindset of a
Hunter!
Mindset of a
Farmer!
@monetate New York | March 19-23, 2012 | #sesny
lurks in every segment, of every metric. Start with high volume or high value segments.
Inboundsearch keyword/term,
search engine, social referrer
Visitor ProfileVisitor brand affinity, prior purchase history, preferences, etc.
TimeWhen do they visit, when do they research
BehaviorVisitor recency, frequency, Site interaction
GeographyGeo location of visitor, location of nearest store, nearest distribution center
Customer GroupsAffinity, Preferences, Multi-channel, Member
The Prep
@monetate New York | March 19-23, 2012 | #sesny
Personalize the site experience
Site ContentCustomer Profile
Keyword
@monetate New York | March 19-23, 2012 | #sesny
• Merchandising• Creative/Design• IT/Development• Analytics
Assessing Your Opportunity
Resources Available Business Unit Support
• Testing tool(s)• Platform Capabilities• People power• Promotions?
@monetate New York | March 19-23, 2012 | #sesny
@monetate New York | March 19-23, 2012 | #sesny
Gear - Official Site
100’s of waterproof jackets in stockFREE shipping on all orders over $60
@monetate New York | March 19-23, 2012 | #sesny
@monetate New York | March 19-23, 2012 | #sesny
@monetate New York | March 19-23, 2012 | #sesny
Insert Geo-Targeted ban!er
@monetate New York | March 19-23, 2012 | #sesny
Replace hero image
@monetate New York | March 19-23, 2012 | #sesny
Change images
@monetate New York | March 19-23, 2012 | #sesny
Average conversion improvement range 5%-20% (as high as 100% )Message Consistency
1. Copy 100’s of Waterproof Jackets in stock FREE Shipping on all orders over $60
2. Images
3. Product
@monetate New York | March 19-23, 2012 | #sesny
Free ShippingOn Orders Over $50!
*Details
@monetate New York | March 19-23, 2012 | #sesny
Free ShippingOn All Orders - No Minimum
*Details
@monetate New York | March 19-23, 2012 | #sesny
Average conversion improvement range 25%-40% (as high as 150% )Promotion Testing
1. Natural - lower acquisition costFree Shipping
On All Orders - No Minimum*Details
Free ShippingOn Orders Over $50!
*Details
2. Paid - part of ROI analysis
@monetate New York | March 19-23, 2012 | #sesny
TOP RATED
TOP RATED
@monetate New York | March 19-23, 2012 | #sesny
TOP RATED
@monetate New York | March 19-23, 2012 | #sesny
Badging
New!
Men’s dress shirt LG $59.95
Conversion impact as high as 55%
@monetate New York | March 19-23, 2012 | #sesny
@monetate New York | March 19-23, 2012 | #sesny
100’s de chaquetas impermeables en el envío de archivo LIBRE de todos los pedidos de más de $ 60
@monetate New York | March 19-23, 2012 | #sesny
Conversion improvement as high as 100%
Geo-targeting
@monetate New York | March 19-23, 2012 | #sesny
@monetate New York | March 19-23, 2012 | #sesny
@monetate New York | March 19-23, 2012 | #sesny
a Landing Session
Make it
@monetate New York | March 19-23, 2012 | #sesny
@monetate New York | March 19-23, 2012 | #sesny
@monetate New York | March 19-23, 2012 | #sesny
@monetate New York | March 19-23, 2012 | #sesny
@monetate New York | March 19-23, 2012 | #sesny
@monetate New York | March 19-23, 2012 | #sesny
Tactics to Improve ConversionConsistency! Message, Image, Merchandise...Average conversion improvement = 5% to 20%
Product BadgingUp to 55% conversion impact
Promotional TestingUp to 150% conversion
International / Geo-Target MessagingUp to 100% conversion improvement
Communicating SuccessPriceless!
@monetate New York | March 19-23, 2012 | #sesny
0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
20%14%
27%
12%6% 4% 4% 2% 1%
16%20%
31%
16%
7% 6% 2% 1% 0%
1 2 3-5 6-10 11-20 21-50 51-100 >100 >1000
Source: 2011 Conversion Report from eConsultancy
Response 2010: 222
Response 2019: 271
Who’s Testing Now?
61% do less than 5 tests per month
@monetate New York | March 19-23, 2012 | #sesny
0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
20%14%
27%
12%6% 4% 4% 2% 1%
16%20%
31%
16%
7% 6% 2% 1% 0%
1 2 3-5 6-10 11-20 21-50 51-100 >100 >1000
Source: 2011 Conversion Report from eConsultancyResponse 2010: 222
Response 2019: 271
Avg. Monetate customer runs 40-60 campaigns per month
61% do less than 5 tests per month
Who’s Testing Now?
@monetate New York | March 19-23, 2012 | #sesny
Thank YouMonetate’s 10 Best Practices and more:
http://monetate.com/resources
Contact:
More Resources!