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Case Studies: Turning Browsers into Buyers
1. Case Studies
Turning Browsers into Buyers
Brandon Finch
Director eBusiness, Jelly Belly Candy Company
bfinch@jellybelly.com
2.
3. SEO and SEM Landing Page
Conversion Optimization through
A/B and Multivariate Testing
Brandon Finch
Director of eBusiness,
Jelly Belly Candy Company
4. A Quick History of Brandon Finch
• Hands-on in ecommerce since 2000
• Started with Patagonia’s Web Team
• Worked for leading brands encompassing outdoor,
footwear, apparel and motorsports
• Currently Director of eBusiness for JBCC
5. Some Things to Know
• My perspective is mine
– You’ll have to develop your own perspective
• I don’t know what you don’t know
– We’ll start at the beginning
• You can’t do it all
– Prioritize
– Do what you can do
6. This is a Huge Subject Because…
• There are so many “conversion” scenarios
– Define “conversion” for your business
• Email and/or SMS sign-up
• Lead generation
• Product purchase
• Or…?
• And there are so many factors influencing conversion
• We’ll focus most on SEM by Retailers
– Applicable to other marketing efforts
10. Ah – much better!
Agoda.com paid for the click, not my business!
11. The LP isn’t Everything
Conversion doesn’t happen in a vacuum –
consider the complete funnel.
• Other pages contribute (or detract)
– Product page
– Shopping cart
– Checkout pipeline
– …and more
• Other factors contribute, too
12. Conversion isn’t Everything
The accepted triumvirate for success is:
1. Traffic
2. Conversion
3. AOV
Taken together, these are your
Revenue Per Visitor (RPV) factors.
13. LP Conversion Basics
To maximize conversions, get visitors to the
right page:
• The page has a specific purpose
• The page is somehow tied to a campaign
– Accidental LP: already exists and is indexed (SEO) or
chosen (SEM)
– Planned LP: created for indexing (SEO) or for a
campaign (SEM)
• The page meets the customer’s expectation
14. Good LP Design has:
• Relevance…
– Search’s secret sauce (both SEO and SEM)
– Prominent content is key
– Natural language is best
• …which is provided by Information
– What question does the page answer?
– Is there a clear value proposition?
– Can the customer accomplish the goal?
15. Where to Land?
The “level” of the Landing Page MUST match the
“level” of the search:
• More specific means more specific
– Brand-level phrases = brand pages
– Category phrases = category pages
– Product phrases = category or product pages
22. Best Practices for LP Conversions
Page design should be…
• In line with your brand
• In line with the ad
• User-focused
–
–
–
–
Pay homage to what they need, not what the business needs
Strip out the excess – avoid overload
Give a clear value proposition (quality, price, differentiation)
Give a strong and clear CTA
• Refined
– This is your first date!
– Use your best copy
– Use your best images
23. Who Got it Right?
Search Phrase “A/B Testing Tools”:
24. Who Got it Right?
Search Phrase “A/B Testing Tools”:
25. Test, Test, Test
WiderFunnel distills it to PIE:
• Potential
– What pages are worst according to analytics and
the customer?
– How much can they be improved?
• Importance
– What pages get the most traffic and drive revenue?
– How much does the traffic cost?
• Ease
– What’s realistic, technically and politically?
26. Test the Elements
• Font
– Typography, Size, Color
• Images (types, not specifics)
• Content (more complex decision = more
information needed)
• Product organization (list vs. grid vs. ???)
• Refinement (facets and filters)
– Price, Size, Color, Shape
• Social proof
– Ratings, Reviews,Testimonials
27. Measure your Success
Revenue per Visitor (RPV) per LP
• Traffic – good traffic
• Conversions – the right images, information, CTA
• AOV – easy to accessorize/up-sell
Ask – How does your landing page support this?
